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Seouled Out

Korea in the digital vanguard

by Shashank Tripathi, Korea


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Internet to overtake TV as an advertising medium

Mar 7, 2008 12:13

A Daewoo Securities Company (part of the Korean Development Bank) released a report yesterday--I have trouble finding *anything* on its site, http://bestez.com--intentionally not hyperlinked here as the site doesn't welcome anything other than an old Internet Explorer. And when I try IE with Maxthon, it wants to install some arcane plugins before it shows me anything. No thanks.

Given the subject of its report, the experience on its own Web site is a paradox. Anyhow, the data in its report predicts that the number of online advertisements will beat that of TV advertising in Korea as early as next year!

The logic: Online advertisements are estimated to increase by about 37 percent this year compared with 2007, accounting for nearly one-fifth of the advertisement market. If this trend continues, the number of online advertisements will exceed that of television by 2009.

Stuff like this is bound to happen sooner or later as definitions of "TV" evolve into digital and addressable television. But it's the timing that is remarkable. As always, I suppose Naver and Daum, the big gorillas of the Korean digital bastion, are likely to take home a healthy slice of the upside. Naver, in particular, is famous for having standardized its classified search system, while Daum boats the highest number of visitors seeking user-created content (UCC, or UGC).





 

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About Shashank Tripathi

Shashank Tripathi, nicknamed Shanx, believes that a rocking hammock, a good book, and a tall glass of strawberry milkshake are the way to save the planet. But that does not fill all the hours in a day, so he cuts his teeth on digital advertising and media, spending a good part of his life expressing opinions as though they were going out of fashion, or drawing boxes that connect to each other with shiny black arrows. Occasionally, he has also been accused of poetry.

Locus: Based in Singapore, but a devout jetrosexual.
Focus: Media, Advertising, Ubicomp, All things Digital.
Other: LinkedIn, Facebook

 
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