The advertising industry in Korea has grown tremendously in the last ten years, from USD 2.9 billion in 1998 to USD 6.7 billion in 2007. This shows a 14.6% growth rate per year for the industry itself, yet broadcasting and print media advertising sales have declined significantly with a new form of media surfacing in the last decade, such as online media, cable television channels, personal blogs, etc.
Whether it is consumer goods or services, Korean consumers are constantly exposed to various advertisements in everyday activities. Also as Korea is one of the most “wired” countries in the world, with about 90% of the household having broadband internet access and having the most sophisticated cellular phones being developed in country, Korean consumers have easy access to internet and Digital Multimedia Broadcasting while they are at home and on the road. Digital media comes in the form of cell phones, note book, terrestrial Digital Multimedia Broadcasting, etc. As this type of media has become a major source of information for Koreans, in order for U.S. companies to successfully launch products and services, it is highly recommended they utilize different media in advertising the products and services.
In this report, various media outlets are examined to help U.S .companies become aware of the types of channels that exist in Korea for advertising products and services. For additional information regarding market research specific to your products and services, ask about our Customized Market Research (CMR) program by contacting us at 1-800-USA-TRAD(E) or www.export.gov or www.buyusa.com. Both reports provide timely, customized, reliable answers to your inquiries about a market and its receptivity to your products and services.
To the best of our knowledge, the information contained in this report is accurate as of the date published. However, The Department of Commerce does not take responsibility for actions readers may take based on the information contained herein. Readers should always conduct their own due diligence before entering into business ventures or other commercial arrangements. The Department of Commerce can assist companies in these endeavors.
By Grace Sung