[Click eStock] "NBT, No.1 in Point Advertising Market... B2B Growth Expected"

[Asia Economy Reporter Hyunseok Yoo] DB Financial Investment analyzed on the 18th that NBT's B2B performance is expected to grow rapidly due to the addition of media and advertisers. No investment opinion or target price was provided.

NBT operates as a point platform business, connecting advertisers, media, and consumers through points via B2C's CashSlide and B2B's Addison Offerwall businesses. As of last year, the revenue ratio was 51.4% from B2C and 48.6% from B2B.

Shin Eun-jung, a researcher at DB Financial Investment Securities, stated, "Additional partnerships with large media through Addison are expected in the first half of this year," adding, "With the expansion of media and advertisers, achieving the company's guidance of 38 billion KRW in B2B revenue this year seems fully attainable."

He explained, "Due to the recent expansion of major companies' business areas such as content-commerce-platforms, customer lock-in through each company's points and the importance of big data utilizing this are increasing," and added, "NBT, the market share (M/S) leader in the point advertising market with 40%, is expected to benefit."

Researcher Shin also emphasized the need to have expectations for B2C and new businesses. He explained, "Last year, B2C revenue recorded a sluggish performance of 22.8 billion KRW due to reduced advertising execution caused by COVID-19," and added, "It is understood that the recovery of advertising execution scale has been progressing in January and February, so an annual performance recovery is also expected this year." He further added, "Additionally, to diversify revenue in the shopping division, mergers and acquisitions (M&A) of commerce companies are expected to proceed, so it is necessary to watch the expansion of the media commerce business."

This content was produced with the assistance of AI translation services.