Naver Launches New Display Ads Utilizing Webtoon IP

Naver announced on the 8th that it will newly launch a display advertising (DA) product called the 'Original Art Cut Utilization DA Package,' which utilizes Naver Webtoon intellectual property (IP).

The Original Art Cut Utilization DA Package is a display advertising product that allows brands to use the IP of Naver Webtoon works they wish to collaborate with as advertising models. With this package, the scope of advertising use for existing DA products linked to Naver Webtoon IP has been further expanded. For the new product, DA can be executed not only on Naver Webtoon but across the entire Naver service.

The new DA product was planned to cover both webtoon and Naver service channels as the popularity and recognition of Naver Webtoon works have expanded, increasing demand from brands wanting to utilize the IP beyond just webtoon channels. Since the main readership of each webtoon work can be estimated by gender and age group, using the IP of that work allows brands to target advertisements to their desired user demographics.

In particular, since it uses original art characters, the process from model recruitment to ad material production is simple. Because pre-secured original webtoon art materials are used directly in advertisements, the production period for ad materials can be shortened, resulting in cost savings.

Naver will also run an advertising campaign in collaboration with Samsung Fire & Marine Insurance. Until the 3rd of next month, you can see Samsung Fire & Marine Insurance’s advertising campaign using popular characters from Jo Seok’s representative work 'Sound of Your Heart' as models in banner ad spaces on Naver and Naver Webtoon.

Yu Kyung-hoo, head of Naver’s Business Development Office, stated, "As Naver Webtoon works continue to succeed in secondary uses such as dramas and movies, and have formed sufficient popularity and high recognition, we expect the demand from brands for webtoon IP to continue increasing."

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