Customized Ads for Our Home... SKB Partners with Hankook Research to Validate 'Addressable TV'

Kim Kyung-ho, Head of Broadcast Advertising at SK Broadband (left), and Kim Ki-joo, Head of Planning and Business at Korea Research Institute (right), are taking a commemorative photo after holding a joint cooperation agreement ceremony for verifying the effectiveness of addressable TV advertising at SK Broadband headquarters in Jung-gu, Seoul, at the end of last month. Photo by SK Broadband

[Asia Economy Reporter Oh Su-yeon] SK Broadband is set to verify the effectiveness of Addressable TV advertising, which shows different ads to each household watching TV.

On the 5th, SK Broadband announced that it signed a business agreement with Korea Research, a public opinion survey specialist, to measure the effectiveness of Addressable TV ads and develop related models. Addressable TV advertising delivers customized ads based on set-top box viewing data. Although the time and channel are the same, different ads can be shown to each household. This is a cutting-edge advertising method that offers superior cost-effectiveness compared to traditional TV ads and is emerging as a new household-targeted advertising tool in the pay-TV market.

To directly confirm the strengths of Addressable TV advertising, SK Broadband plans to conduct pre- and post-surveys on ad effectiveness through Korea Research and provide advertisers with reports analyzing the survey results. Korea Research’s consumer analysis and marketing effectiveness data by industry will be integrated into Addressable TV advertising. By proposing optimal advertising execution plans for each industry, SK Broadband aims to maximize the effectiveness of B tv Addressable TV ads.

Since last year, SK Broadband has been delivering household-targeted Addressable TV ads. Currently, this is applied to over 40 channels, including terrestrial and major multiple channel operators (MCP) channels.

Kim Kyung-ho, head of broadcast advertising at SK Broadband, said, “This collaboration with Korea Research is significant not only for proving advertising effectiveness but also for developing objective advertising effectiveness measurement indicators in cooperation with the industry.” He added, “We plan to continue collaborating with various industry partners to verify the effectiveness of Addressable TV ads and to advance the effectiveness measurement indicators.”

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