韓國(guó)廣告市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSAdvertisingindustryinSouthKoreaCHAPTER

01MarketoverviewAnnualrevenueoftheadvertisingindustryinSouthKoreafrom2013to2021(intrillionSouthKoreanwon)RevenueofadvertisingindustryinSouthKorea2013-2021201818.9218.1317.4217.2116.4116141210815.1914.4413.7413.3664202013201420152016201720182019202020213Description:In2021,theadvertisingindustryinSouthKoreapostedatotalannualrevenueofnearly19trillionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyear,andcontinuesapositivetrendofgrowth.Theindustry'srevenuehasgrownbyover41.6percentsince2013.OnlinemediawasthemostsuccessfulsectoroftheadvertisingindustryinSouthKoreathatyear.ReadmoreNote(s):SouthKorea;2013to2021Source(s):KOSIS;MCST(SouthKorea)DistributionofrevenueintheadvertisingindustryinSouthKoreain2021,bymediumRevenuedistributionintheadvertisingindustryinSouthKorea2021,bymediumShareintotalrevenueOnlinemediaAdvertisingandprintingservicesBroadcastmedia38.2%20.1%18.4%Outdooradvertising10%AdvertisementproductionPrintmedia7.7%5.5%4Description:In2021,around38percentofrevenuegeneratedbytheadvertisingindustryinSouthKoreacamefromtheonlinemediasector.Thisputitfaraheadofotheradvertisementmedia,withadvertisingandprintingservicescominginsecondatabout20percent.Intotal,theadvertisingindustryinSouthKoreaachievedannualsalesrevenueofaround18.9trillionSouthKoreanwonthatyear.ReadmoreNote(s):SouthKorea;2021Source(s):KOSIS;MCST(SouthKorea)AdvertisingspendinginSouthKoreafrom2014to2022(inbillionU.S.dollars)AdvertisingspendinginSouthKorea2014-20221211.2110.32109.099.068.748.297.958.01864207.36201420152016201720182019202020212022*5Description:In2022,thetotalvalueofadvertisingexpendituresinSouthKoreawasforecastedtolayataround11.21billionU.S.dollars.AdvertisingspendinginSouthKoreahasbeensteadilyincreasingovertheyears,withonesmalldipin2020.

ReadmoreNote(s):SouthKorea;2014to2022;*Forecast.Figuresadjustedbasedoncurrentsprices.Figureshavebeenrounded.Thesourcedidnotprovideadateofpublication.Thedateusedhereistheaccessdate.

ReadmoreSource(s):DentsuAdvertisingspendinginSouthKoreain2021,bymedium(intrillionSouthKoreanwon)AdvertisingexpenditureinSouthKorea2021,bymediumSpendingintrillionSouthKoreanwon0123456789OnlinemediaBroadcastmediaPrintmedia84.052.02OutdooradvertisingOthers0.930.516Description:In2021,aroundeighttrillionSouthKoreanwonwerespentononlineadvertisinginSouthKorea.Onlineformsofadvertisingwerethemediumwiththehighestexpenditurethatyear,witharound78percentofthisbeingspentonmobileadvertising.Overall,over15.5trillionwonwerespentonadvertisingthatyear.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompaniesSource(s):KOBACOTotaladvertisingexpendituregrowthrateinSouthKoreafrom2010to2021withforecastsfor2022and2023AdvertisingspendinggrowthrateinSouthKorea2010-202320%16.8%15%10.9%10.1%9.9%10%5%7.9%7.2%5.6%4.9%20174.9%20193.4%20143.2%20162.6%20131.6%0%-2.1%2020-5%2010201120122015201820212022*2023*7Description:In2021,advertisingexpenditureinSouthKoreaincreasedby9.9percentcomparedtothepreviousyear.Thoughthisindicatesrecoveryfromthenegativegrowthof2020,thegrowthratefellshortofpreviousforecastspredictinga16.7percentriseinadspendingin2021.Whilecurrentforecastsstillpredictcontinuedpositivegrowthfortheupcomingyears,expectationshavesloweddownandledtolowerestimatedfigures.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Forecast.ReadmoreSource(s):KOBACOLeadingadvertisingagenciesinSouthKoreain2022,bysalesrevenue(inbillionSouthKoreanwon)MainadvertisingcompaniesSouthKorea2022,bysalesrevenueRevenueinbillionSouthKoreanwon400

60002008001,0001,2001,4001,280.52CheilWorldwideInnoceanWorldwideDaehongCommunicationsSMCulture&ContentsOricom487.63265.89156.62122.58Nasmedia107.98102.52NBT8Description:In2022,CheilWorldwidewasthemostsuccessfuladvertisingagencyinSouthKorea,withasalesrevenueofaround1.3trillionSouthKoreanwon.Thisputthemfaraheadoftheircompetition,withtherunner-up,InnoceanWorldwide,postingarevenueofabout487.6billionwoninthesameyear.ReadmoreNote(s):SouthKorea;2022Source(s):NICEBIZinfoCHAPTER

02TraditionalmediaPrintedmediaadvertisingrevenueinSouthKoreafrom2014to2021withforecastsfor2022and2023,bytype(intrillionSouthKoreanwon)PrintedmediaadrevenueinSouthKorea2014-2023,bytype20141.920151.942016201720182019202020212022*2023*2.52.01.51.00.50.01.861.871.861.831.711.661.651.590.490.470.450.450.440.430.330.320.330.31NewspaperMagazine10Description:In2021,newspaperadvertisingrevenueinSouthKoreaamountedtoaround1.71trillionSouthKoreawon.Thisrepresentsanincreasefromthepreviousyears,whileadrevenueformagazineshasbeendecreasing.However,revenuefromnewspaperadvertisingareprojectedtodecreasein2022and2023again.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACOSalesrevenueforadvertisingonterrestrialTVinSouthKoreafrom2016to2021withforecastsfor2022and2023(intrillionSouthKoreanwon)TerrestrialtvadsalesrevenueinSouthKorea2016-20232.01.771.81.61.41.21.00.80.60.40.20.01.551.421.431.381.361.241.112016201720182019202020212022*2023*11Description:In2021,advertisingonterrestrialTVinSouthKoreaachievedatotalrevenueofaround1.36trillionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyears,andstopsatrendofdecline.Fortheyearsof2022and2023,itwasforecastthatadrevenuewillincreasefurther.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACOSalesrevenueforadvertisingonsatelliteTVinSouthKoreafrom2016to2021withforecastsfor2022and2023(inbillionSouthKoreanwon)SatelliteTVsalesrevenueinSouthKorea2016-20236051.1350.0447.975040302010033.2132.9832.3231.3528.32016201720182019202020212022*2023*12Description:In2021,salesrevenuefromadvertisingonsatelliteTVinSouthKoreaamountedtoaround33.98billionSouthKoreanwon.Whilethisrepresentsadecreasefromthepreviousyear,overalladrevenuehasincreaseddrasticallysince2016.However,itisforecastthatrevenuewillcontinuetodecreaseslightlyin2022and2023,potentiallybeginninganewdownwardtrend.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACORevenueofcablesystemoperatoradvertisinginSouthKoreafrom2014to2021withforecastsfor2022and2023(inbillionSouthKoreanwon)CableTVadrevenueinSouthKorea2014-2023160145.22140.78139.12139.14134.5914012010080127.48114.54111.85110.26109.016040200201420152016201720182019202020212022*2023*13Description:In2021,thetotaladrevenuegainedfromadvertisingoncableTVamountedtoaround109billionSouthKoreanwon.Thisrepresentsadecreasefromthepreviousyear,butitispredictedthatrevenuewillincreasein2022and2023.

ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACOSalesrevenueforradioadvertisinginSouthKoreafrom2016to2021withforecastsfor2022and2023(inbillionSouthKoreanwon)RadioadsalesrevenueinSouthKorea2016-2023300262.03259.77253.02254.1825020015010050232.98207.31208.48185.6102016201720182019202020212022*2023*14Description:In2021,revenuegeneratedfromradioadvertisementsinSouthKoreaamountedtoaround259.8billionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyear.Itisforecastthatadrevenuewilldropslightlyin2022butthenstartrisingagainin2023.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Forecast.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACOOutdooradvertisingrevenueinSouthKoreafrom2016to2021withforecastsfor2022and2023(intrillionSouthKoreanwon)SalesrevenueforoutdooradvertisinginSouthKorea2016-20231.41.21.00.80.60.40.20.01.331.311.261.091.020.980.930.842016201720182019202020212022*2023*15Description:In2021,revenuegarneredfromoutdooradvertisingamountedtoaround930billionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyear.Itisforecastthatoutdooradrevenuewillfurtherincreaseinthenexttwoyears.

ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACOCHAPTER

03DigitalandsocialmediaadvertisingInternetadvertisingrevenueinSouthKoreafrom2014to2021withforecastsfor2022and2023(intrillionSouthKoreanwon)InternetadvertisingrevenueinSouthKorea2014-20232.52.172.142.052.062.01.51.00.50.01.911.871.841.781.551.5201420152016201720182019202020212022*2023*17Description:In2021,thetotalrevenuemadefromadvertisingontheinternetamountedtoaround1.78trillionSouthKoreanwon.Thisrepresentsadecreasefromthepreviousyears,aswellasthelowestrevenuerecordedsince2014.Itisforecastthatrevenuewillincreaseagainfrom2022onwards.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.74U.S.dollarsor0.70eurosasofOctober2023.

ReadmoreSource(s):KOBACORevenuefromonlineadvertisinginSouthKoreain2021,byformat(intrillionSouthKoreanwon)OnlineadvertisingrevenueinSouthKorea2021,byformatInternetMobile6.05.04.03.054.542.062.931.822.42.232.171.072.181.212.172.12.11.782.01.00.01.470.820.7720132014201520162017201820192020202118Description:In2021,mobileadvertisinggeneratedrevenueofaroundfivetrillionSouthKoreawon.Whileitcontinuestostayaheadofinternetadvertising,bothhaveshowngrowthcomparedtothepreviousyear.Overall,onlineadvertisinggeneratedarevenueofaround7.2billionwonthatyear.ReadmoreNote(s):SouthKorea;2013to2021Source(s):KOSIS;MCST(SouthKorea)SpendingononlineadvertisinginSouthKoreafrom2014to2021withforecastsupto2023(intrillionSouthKoreanwon)OnlineadvertisingexpenditureinSouthKorea2014-20231098.8488.028765432107.536.525.724.784.163.433.05201420152016201720182019202020212022*2023*19Description:In2021,aroundeighttrillionSouthKoreanwonwerespentononlineadvertisinginSouthKorea.Thisrepresentsanincreasefromthepreviousyearsandcontinuesatrendofyearlygrowth.Onlineadspendinghasmorethandoubledsince2014.Itisforecastthatspendingwillcontinuetoincreaseintheupcomingyears,nearingninetrillionwonby2023.ReadmoreNote(s):SouthKorea;JulytoOctober2022;2,200advertisingcompanies;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.76U.S.dollarsor0.72eurosasofMarch2023.

ReadmoreSource(s):KOBACOAnnualspendingondigitaladvertisinginSouthKoreain2022,byadvertisingformat(inbillionU.S.dollars)SpendingondigitaladvertisinginSouthKorea2022,byadvertisingformatSpendinginbillionU.S.dollars012345678910TotalSearchads9.223.92Videoads2.35Bannerads1.82Classifieds0.320.31InfluencermarketingAudioads0.1820Description:In2022,around3.9billionU.S.dollarswerespentonsearchadvertisinginSouthKorea.Thismadeitthemostvaluableformatofdigitaladvertisingthatyear,aheadofvideoandbanneradvertising.Atotalofover9.2billiondollarswasspentondigitaladvertisingthatyear.ReadmoreNote(s):SouthKorea;2022Source(s):DataReportal;Meltwater;WeAreSocialMobileadvertisingrevenueinSouthKoreafrom2015to2021withforecastsfor2022and2023,byformat(inbillionSouthKoreanwon)MobileadrevenueinSouthKorea2015-2023,byformatSearch-basedadvertisingDisplayadvertising8,0007,0006,0005,0004,0003,0002,0001,00004,415.783,712.683,484.043,026.812,662.212,353.111,839.961,519.25878.84979.5220162,763.482022*2,925.622023*2,739.8720212,297.18566.01622.311,821.820181,346.69201720152019202021Description:In2021,displayadvertisingonmobilereachedarevenueofaround3.5trillionSouthKoreanwon.Itgeneratedmorerevenuethansearch-basedmobileadvertising.Whilebothformatsofadvertisinghaveseenincreasesinrevenueoverthepastfewyears,displayadvertisingisforecasttoexperiencebiggergrowth.ReadmoreNote(s):SouthKorea;2015to2021;*Estimate.Figureshavebeenrounded.1,000SouthKoreanwonequals0.76U.S.dollarsor0.72eurosasofMarch2023.

ReadmoreSource(s):KOBACOSocialmediaplatformsperceivedashavingthemostadvertisementsinSouthKoreain2021SocialmediaplatformswithmostadvertisementsSouthKorea2021Shareofrespondents30%

40%0%10%20%50%60%70%70.8%80%YouTubeInstagramNaverBlog/PostFacebookNaverBandTwitter39.5%21.9%11.9%10.9%7.4%6.2%EverytimeTikTok5.8%5.2%KakaoStoryPinterest3.7%StyleswearTumblr2%1.3%22Description:AccordingtoasurveyconductedamongSouthKoreansontheirwhichsocialmediahadthemostadvertisementsin2021,around70.8percentofsurveyedSouthKoreansstatedtheyperceivedYouTubeasoneofthesocialnetworkswiththemostadvertisements,followedbyInstagram.ReadmoreNote(s):SouthKorea;February19,2021;989respondents;10-59years;SouthKoreanswhohaveusedsocialmediainthepreviousmonthSource(s):OpensurveyCHAPTER

04High-spendingindustriesAdvertisingexpenditurewithinthefinancial,insurance,andsecuritiesindustryinSouthKoreafrom2019to2022(inbillionSouthKoreanwon)Adspendinginthefinance,insurance,andsecuritiesindustrySouthKorea2019-2022900839.3781.668007006005004003002001000662.78596.1201920202021202224Description:In2022,thefinancial,insurance,andsecuritiesindustryinSouthKoreaspentaround839.3billionSouthKoreanwononadvertising.Thisrepresentsanincreasefromthepreviousandcontinuesapositivetrendofgrowth.

ReadmoreNote(s):SouthKorea;2019to2021Source(s):AdvertisingInformationCenter;NielsenKoreaAdvertisingexpenditurewithinthefoodindustryinSouthKoreafrom2019to2022(inbillionSouthKoreanwon)AdvertisingexpenditureinthefoodindustryinSouthKorea2019-2022600524.2500452.12387.844003002001000374.3201920202021202225Description:In2022,thefoodindustryinSouthKoreaspentaround524billionSouthKoreanwononadvertising.Thisrepresentsamajorincreaseinexpenditurefromthepreviousyears.

ReadmoreNote(s):SouthKorea;2019to2022Source(s):AdvertisingInformationCenter;NielsenKoreaAdvertisingspendingwithinthehomeconsumerelectronicsindustryinSouthKoreafrom2019to2022(inbillionSouthKoreanwon)AdvertisingspendinginthehomeelectronicsindustryinSouthKorea2019-202250045040035030025020015010050429.32421.44392.76374.660201920202021202226Description:In2022,theconsumerelectronicsindustryinSouthKoreaspentaround421.4billionSouthKoreanwononadvertising.Thisrepresentsaslightdecreasecomparedtothepreviousyear.

ReadmoreNote(s):SouthKorea;2019to2022Source(s):AdvertisingInformationCenter;NielsenKoreaAdvertisingexpenditurewithinthepharmaceuticalandmedicalcareindustryinSouthKoreafrom2019to2022(inbillionSouthKoreanwon)AdvertisingspendinginthepharmaandmedicalcareindustryinSouthKorea2019-2022600479.265004003002001000406.09387.76362.91201920202021202227Description:In2022,theSouthKoreanpharmaceuticalandmedicalcareindustryspentaround479billionSouthKoreanwononadvertising.Thisrepresentsanincreasecomparedtothepreviousyears.

ReadmoreNote(s):SouthKorea;2019to2022Source(s):AdvertisingInformationCenter;NielsenKoreaExpenditureofshoppingmallsandretailindustryfordigitaladvertisinginSouthKoreafrom2ndhalf2020to2ndhalf2022(inbillionSouthKoreanwon)ShoppingmallandretailindustrydigitaladspendingSouthKoreaH22020-H22022200184.9518016014012010080172.84152.526040200H22020H22021H2202228Description:Inthesecondhalfof2022,digitaladvertisingexpensesforshoppingmallsandtheretailindustryinSouthKoreaamountedtoaround185billionSouthKoreanwon.Thisrepresentsasevenpercentincreasedcomparedtothesametimespaninthepreviousyear.ReadmoreNote(s):SouthKorea;H22020toH22022Source(s):Incross;ResearchadCHAPTER

05MarketleadersSalesrevenueofCheilWorldwideInc.from2018to2022(inbillionSouthKoreanwon)SalesrevenueCheilWorldwide2018-20221,4001,280.521,198.291,2001,00080060040020001,150.061,017.01870.682018201920202021202230Description:In2022,CheilWorldwideInc.postedsalesrevenueofaround1.3trillionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyear.CheilWorldwideisoneofthemostsuccessfuladvertisingagenciesintheworld.

ReadmoreNote(s):SouthKorea;2018to2022Source(s):CheilWorldwide;NICEBIZinfoConsolidatedsalesrevenueofINNOCEANWorldwideinSouthKoreafrom2013to2022(inbillionSouthKoreanwon)SalesrevenueofINNOCEANWorldwide2013-20222,0001,8001,6001,4001,750.411,502.031,274.271,239.181,221.071,138.691,2001,00080060040020001,051.56987.92744.73634.12201320142015201620172018201920202021202231Description:In2022,INNOCEANWorldwidepostedasalesrevenueof1.75trillionSouthKoreanwon.Thisrepresentsanincreasefromthepreviousyear,withrevenuesteadilyincreasingovertheyears.Revenuehasmorethandoubledsince2013.

ReadmoreNote(s):SouthKorea;2013to2022Source(s):DART;InnoceanWorldwideAnnualsalesrevenueofDaehongCommunicationsInc.from2018to2022(inbillionSouthKoreanwon)SalesrevenueofDaehongCommunications2018-2022350318.78303.75300275.54247.72241.5525020015010050020182019*2