International Advertising
Advertise in South Korea
Advertise in South Korea with One Day Agency
Engage With Audiences In East Asia With South Korean Advertising
South Korea is often considered a less conventional advertising destination, but it acts as a gateway to the affluent, rapidly growing consumer markets throughout East Asia. Its digitally forward-thinking population, vibrant economy, and culture that celebrates aesthetic graphics and innovation make it a prime spot for ambitious brands keen to grow their global audiences.
With a population of just under 52 million and a diverse and multicultural tourist market that attracts over 17 million global visitors a year, areas and locations like Incheon International Airport increasingly attract well-known and ambitious businesses who recognise the opportunity that advertising in South Korea offers.
In recent years, the vast expansion of international interest in K-Wave culture and influencers, the focus on beautiful visuals, and the growth of e-commerce have meant that brands from around the world can tap into this dynamic market, often using cross-channel campaigns to engage with consumers digitally and via out-of-home advertising placements.
Why Advertise in South Korea?
The South Korean commercial markets are known for their emphasis on pushing boundaries and leading sectors such as creative, digital, and beauty. With the introduction of Free Display Zones in areas like Haeundae Beach in Busan and the Myeongdong Tourist Special Zone in Seoul, more marketing displays are now available in South Korean cities than ever before.
A unique blend of locals, businesspeople, and international professionals working in South Korea's dominant industries – including electronics, chemicals, automobile manufacturing and semiconductors, alongside a large tourist audience means brands can use South Korean advertising strategically.
For example, one campaign might use billboards near iconic landmarks and sites of historical and cultural relevance, such as Gyeongbokgung Palace and N Seoul Tower. Others could consider digital screens and billboard placements within contemporary shopping malls, such as Shinsegae Centum City, the largest indoor retail centre in the world.
Many of the highest-demand billboards and moving screens are in zones frequented by tourists, motorists, commuters, and pedestrians alike. These are primarily in heavier-traffic areas like the Gangnam district in Seoul but also within the efficient public transport systems used by almost 30% of the population.
Why One Day?
A a leading digital agency with offices in the UK and Europe, we specialise in helping brands achieve big-picture aspirations, extending their presence into new markets or geographical destinations where there are clear opportunities or gaps in competitive sectors they can use to their advantage.
We provide access to creative and consultancy assistance, advanced ad tech and media buying, and programmatic ad displays and media planning, ensuring every campaign, touchpoint, graphic and communication is designed around your branding, key audience demographics and the reactions you’d like to encourage viewers to take.
Advertising in South Korea: Key Formats
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![South Korean Billboard Advertising]()
South Korean Billboard Advertising
The urban landscape in South Korea is characterised by large pedestrianised areas and densely populated residential zones. Commercial enterprises and retail outlets are often packed into metropolitan city centres with a captive and engaged audience.
Billboard advertising in and around the business districts in Itaewon and Myeongdong are among the most premium spots, alongside billboards next to the major highways that connect all the larger cities in South Korea.
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![Digital Billboards and Screens]()
Digital Billboards and Screens
Digital out-of-home is a rapidly expanding marketing focus in South Korea, with screens commonly displayed around high-user public transport stations like Gangnam-daero – Seoul’s centre of transport, and shopping malls such as Shinsegae Centum City, which attracts younger audiences utilising the golf range, spa, ice-rink and cinema within the complex.
Interactive and immersive digital billboards perform incredibly well in South Korea. They can be placed in strategic destinations where target audiences are most likely to be poised to buy, react or otherwise respond.
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![Place-Based South Korean Campaigns]()
Place-Based South Korean Campaigns
Place-centric advertising leverages in-depth audience and market research to align billboards, posters, panels and screens with viewer behaviours, such as advertising in and around Myeongdong Shopping Street, famous for its street food and shopping, or within Lotte World – the biggest indoor theme park in the country.
Brands can also select specific areas or stations based on the viewers they wish to engage with, advertising in the terminals and lounges at Incheon International Airport or in the surrounding arterial roadways.
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![Public Transport Advertising in South Korea]()
Public Transport Advertising in South Korea
The transit network in South Korea, particularly in Seoul, is clean, efficient, and highly developed, with opportunities to advertise throughout the large subway systems, on trains and buses, or within stations and stops.
Public transport advertising is in considerable demand and comprises 23.5% of the total national advertising spending due to its high usage, especially in the capital city, and the diversity of the audiences and tourists reliant on trains and buses to travel between destinations.
Latest Out-of-Home Campaigns.
See below our selected work in media planning and buying, click or tap to view.
Technology Services - International OOH Campaign
FMCG - Out-of-Home Campaign in Ireland.
Non-Alcoholic Beer - Out-of-Home Campaign & TV
Meet the Media Planning Team
Klaudia
Media Planning & Buying
Laurence
Media Planning & Buying
Scott
Media Planning & Buying
"South Korea is a global leader in innovation and digital engagement, setting trends that resonate worldwide. At One Day Agency, we bridge the gap for brands looking to connect with South Korean audiences while providing full-scale advertising solutions across the World."
Ricardo Seixas, Founder and CEO, One Day Agency
Frequently Asked Questions.
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The regulations on outdoor advertising primarily relate to the appearance and visual appeal of billboards and other campaigns. This means businesses need to ensure their planned graphics are attractive and sympathetic to the local area or street environment.
For many, the Free Display Zones are the optimal advertising locations, without as many rules around where and how promotions can be shown. The regulations can be stricter in some areas than others, given that out-of-home advertising is managed by individual districts or cities.
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As we’ve seen, there are numerous potential placements and formats you might include in a South Korean advertising campaign.
The best starting point is to assess the outcomes and returns you want your promotions to have, the audiences or demographics you most want to reach, and any parameters such as timings and budget.
From there, we can offer independent recommendations to help ensure your South Korean advertising delivers the outcomes you are hoping for.
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Engaged, affluent, and multinational audiences, a relative lack of heavy competition from other global brands competing within your market or sector, and a rapidly growing economy all make South Korea an enticing location for brand advertising.
Over recent years, we've seen sustained growth in the outdoor advertising market, which is projected to hit a value of $710 million (USD) within the next year.
There has also been a massive spike in digital out-of-home advertising investments, which are expected to hit $50 billion this year as digital and interactive displays have begun to dominate market share over traditional billboards.
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