Seoul's Myeongdong transforms into Digital Media Hub with Smart Media Poles

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As South Korea's urban landscape evolves, Seoul's Myeongdong district is rapidly transforming into a digital media hub reminiscent of New York's Times Square, revolutionizing the Out-of-Home (OOH) advertising sector through smart media poles and large-scale digital displays.

From Mega Billboards to Media Poles: A New Era in OOH Advertising in Seoul, South Korea
The distinction between regular advertising media and free advertising zones primarily lies in the size of the advertisements.
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Seoul's Jung-gu district is accelerating the installation of cutting-edge smart media poles throughout Myeongdong as part of its ambitious "Myeongdong Square" project. These sophisticated structures combine traditional streetlights with digital screens, CCTV cameras, public Wi-Fi, and emergency call buttons, creating an immersive information platform for both locals and tourists. The media poles will deliver real-time weather information, fine dust measurements, promotional videos, media art, and advertisements, transforming ordinary streets into interactive digital canvases.

The implementation follows a carefully designed plan that reflects spatial structure and pedestrian flow patterns. Larger media poles will line Namdaemun-ro, while function-oriented poles will be installed along Myeongdong Central Street and Myeongdong 8-na Street. Additional "following media" installations will guide tourist movement near Myeongdong Art Theater and Myeongdong Station.

This development is possible thanks to Myeongdong's designation as part of the "Second-generation Free OOH Advertising Display Zone" in late 2023, alongside Gwanghwamun Square and Busan's Haeundae Beach. These zones allow for relaxed regulations on the size, shape, color, and installation methods of outdoor advertisements, enabling innovative digital displays that would otherwise be prohibited.

Examples of media simulations for Media Poles to be installed along the roadsides of Myeongdong

Jung-gu plans to invest 170 billion won (approximately $124 million) over ten years through 2033, installing 16 large LED displays on building exteriors and 80 media poles throughout the district. Construction is expected to begin in May 2025, with installations at major buildings including Shinsegae Department Store, Kyowon Building, Lotte Young Plaza, and Hana Bank.

The project has already gained international recognition, with World Out-of-Home Organization (WOO) President Tom Goddard praising Myeongdong Square as "an advanced case in the digital outdoor advertising market" during his February visit to Seoul. The district's thoughtful balance of advertising displays, maintaining appropriate regulations while creating an engaging public space, has become a model for the global OOH industry.

South Korea's first free display zone at COEX has demonstrated impressive economic returns, generating 157.7 billion won in advertising revenue between 2018 and 2022, while maintaining an average 44% allocation for public service advertisements4. The Myeongdong project is expected to create similar economic benefits while revitalizing the local commercial district and establishing a new landmark for Seoul's tourism industry.