At the 'BCWW 2024' international broadcasting and video market held at COEX in Seoul from August 27th to 29th, Anypoint Media CEO Won Baek participated as a panelist in the 'Korea in View (KIV)' conference, delivering insightful perspectives on the 'IPTV, OTT, and CTV: The Forces Driving the Resurgence of Premium Video Advertising.'
Won Baek led an in-depth discussion on the evolving landscape and future of addressable TV advertising alongside GroupM Nexus Director Junsu Bae, Director of GroupM Nexus and Chris Mottershead, Marketing Director of Publica, in a session moderated by Gregory Ho, Senior Advisor of AVIA.
Won Baek emphasized, "The future of advertising hinges on digitalization and precision targeting, which will be key determinants of competitiveness in the global market." He further highlighted, "Korea, with its high penetration of connected TVs, provides a favorable environment for accurately measuring the effectiveness of targeted TV advertising." Additionally, he noted the growing importance of quantifying and measuring the impact of brand-building efforts in an era where all advertising is shifting towards performance-based models.
Despite acknowledging the differences in advertising approaches between the US and Korean streaming markets, the panelists collectively presented the view that "the future of advertising lies in streaming" on a global scale. They highlighted the potential for streaming services to further expand their advertising revenue models, emphasizing their capacity to achieve even greater reach than social media platforms.
They underscored the growing trend of streaming services generating revenue through advertising, with the potential to achieve even higher reach than social media.
This session provided valuable insights into the rapidly changing advertising landscape, not only for broadcasting and advertising professionals but also for anyone interested in the media and content industries.
ⓒAnypoint Media
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