Market Insights Advertising & Media Advertising

Cinema Advertising - South Korea

South Korea

In South Korea, ad spending in the Cinema Advertising market is projected to reach €102.80m in 2024.
The ad spending in this sector is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 4.73%, leading to a projected market volume of €129.50m by 2029.
While a projected market volume of €873.60m in 2024 indicates that most revenue will be generated the United States, in South Korea will also play a significant role in the market.
In the Cinema Advertising market specifically in South Korea, the number of viewers is expected to reach 35.8m users by 2029.
Furthermore, the average ad spending per viewer in the Cinema Advertising market in South Korea is projected to be €3.10 in 2024.
In South Korea, cinema advertising is increasingly leveraging innovative digital formats to enhance audience engagement and strengthen brand narratives.

Key regions: United Kingdom, Japan, United States, Europe, Germany

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Analyst Opinion

The Cinema Advertising market in South Korea has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in South Korea have shown a growing preference for cinema advertising due to its unique and immersive experience. Unlike traditional forms of advertising, cinema advertising allows brands to engage with audiences in a captive setting, where they are more likely to pay attention to the advertisements. Additionally, the high quality of audio and visual effects in cinemas enhances the impact of advertisements, making them more memorable and effective.

Trends in the market: One of the key trends in the South Korean cinema advertising market is the increasing integration of technology. With the rise of digital cinema screens, advertisers are able to deliver more targeted and interactive advertisements to specific audiences. This includes the use of 3D technology, augmented reality, and interactive touch screens, which create a more engaging and immersive experience for viewers. Furthermore, the integration of mobile devices with cinema advertising has also become popular, allowing viewers to interact with advertisements through their smartphones or tablets. Another trend in the market is the growing popularity of product placement in movies. South Korean filmmakers have been incorporating branded products and advertisements into their movies, creating a seamless integration of advertising and entertainment. This trend not only provides additional revenue streams for filmmakers but also allows brands to reach a wider audience and generate brand awareness in a more subtle and organic way.

Local special circumstances: South Korea has a vibrant film industry, known for producing high-quality movies that attract both domestic and international audiences. The popularity of South Korean movies has created a strong cinema culture in the country, with a large number of people regularly visiting cinemas. This provides a fertile ground for advertisers to reach a wide and diverse audience through cinema advertising. Additionally, South Korea has a high smartphone penetration rate, with a large portion of the population actively using mobile devices. This presents an opportunity for advertisers to leverage mobile technology and integrate it with cinema advertising, creating a seamless and interactive experience for viewers.

Underlying macroeconomic factors: The South Korean economy has been experiencing steady growth in recent years, with increasing disposable incomes and consumer spending. This has resulted in a higher demand for entertainment and leisure activities, including cinema visits. As a result, cinema attendance has been on the rise, providing advertisers with a larger audience to target through cinema advertising. Furthermore, the South Korean government has been supportive of the film industry and has implemented policies to promote and develop the sector. This includes providing financial incentives and tax benefits to filmmakers, which has led to an increase in film production and a greater variety of movies being released in cinemas. This in turn has created more opportunities for advertisers to reach audiences through cinema advertising. In conclusion, the Cinema Advertising market in South Korea is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. With the increasing integration of technology, the popularity of product placement, a strong cinema culture, and a growing economy, the future of cinema advertising in South Korea looks promising.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Cinema market, which comprises revenues from box office, advertsing and concessions. The market includes both consumer and advertising spending. All monetary figures refer to consumer spending on tickets and concessions. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.