LG Uplus Recruits Kim Tae-hoon as Executive Director, 'Data-Driven Advertising and Commerce Expert'

SKT's 15-Year Expert Behind 'T-Deal'
"Connecting Different Media... Integrated Advertising Platform"

Kim Tae-hoon, Head of Advertising Business Division at LG Uplus

[Asia Economy Reporter Minyoung Cha] LG Uplus is strengthening its data-driven digital advertising and commerce strategy to become a ‘hyper-personalized digital performance advertising operator.’

On the 15th, LG Uplus announced that it has newly appointed Kim Taehoon, an executive with over 15 years of experience in data-driven advertising and commerce business strategy, as the head of its advertising business division.

Executive Kim Taehoon previously worked at Daum Communications (now Kakao) and led the smart push-type advertising products and the new commerce business ‘T-Deal’ as the TF leader at SK Telecom. After moving to LG Group, he was responsible for discovering new businesses and services at LG Management Research Institute.

In last year’s organizational restructuring, LG Uplus reorganized its advertising business under the new business promotion division into a business unit directly under the CEO. This aims not only to consolidate capabilities for analyzing and utilizing in-house data but also to accelerate decision-making speed and actively promote new businesses.

The newly appointed head of the advertising business division plans to pursue this year ▲discovery of new advertising products ▲expansion of personalized advertising ▲revamping of the data commerce platform ‘U+Kok.’ They will focus on discovering new advertising products and expanding revenue through their key mobile services such as U+ Golf, Pro Baseball, and IdolLive.

They will also expand personalized advertising. The strategy is to provide customized ads to IPTV and various mobile platform users through hyper-personalized data analysis and predictive algorithms. In the second half of this year, they plan to transition to a data-driven business that allows advertisers to check advertising performance in real time.

A web-based platform, the U+Kok mobile app, will also be launched. It will evolve into a personalized commerce service combining app push notifications and messages. U+Kok is a shopping service that offers one-to-one personalized product recommendations based on big data and is currently provided through a mobile web platform.

Kim Taehoon, head of the advertising business division, said, “Based on hyper-personalized customer data, we plan to connect various heterogeneous media such as IPTV, mobile web/apps, and push advertising messages into a single platform to provide the only integrated advertising platform among the three major telecom companies,” adding, “We will grow into a business operator that delivers results satisfying both customers and advertisers.”

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