INNOCEAN said on the 19th it will strengthen its "integrated digital out-of-home (DOOH) business," which turns building exteriors and urban spaces into new media assets.
INNOCEAN built an "urban media business model" that goes beyond simply selling out-of-home ad inventory to raise a building's value while also generating stable revenue. The core is to offer new revenue opportunities to building owners and real estate developers, and provide people using urban spaces with differentiated sights and entertainment.
The DOOH business INNOCEAN is pursuing converts building exteriors and idle spaces into a digital media platform that delivers not only ads but also cultural content and brand communications. It expands underutilized buildings into new "revenue-generating media assets."
INNOCEAN provides an integrated end-to-end service, from developing out-of-home inventory and building digital displays to content planning and production, ad sales, and data-driven operations. Its differentiation is proposing tailored media strategies based on a comprehensive analysis of location, foot traffic, and spatial characteristics.
For building owners, it can reduce the initial investment burden while securing stable advertising revenue. INNOCEAN can attract a variety of ads and content based on its global advertiser and brand network, giving the business strong scalability. On top of that, it can raise a building's commercial value and symbolism, creating multiple benefits.
DOOH media based on media facades helps turn buildings and spaces into landmarks and contributes to improving the quality of urban landscapes and media environments. In major overseas cities such as LA and London, large digital media facades have established themselves not only as ad media but also as cultural content platforms and tourist attractions, boosting buildings' commercial value and brand image at the same time.
INNOCEAN has accumulated results in Korea through a range of projects. Media projects carried out at Myeong-dong Shinsegae Square, Banpo Shinsegae Central City, and Gangnam Montessori Building have raised the buildings' own recognition and enhanced visitor experience, and are being evaluated as media development cases that expand the value of downtown spaces. In particular, "Timeless Moment" unveiled at Myeong-dong Shinsegae Square won a main award at the world-renowned Red Dot design awards, proving the content's competitiveness.
Kim Jae-pil, head of media at INNOCEAN, said, "DOOH media is now evolving into a new platform that combines brand experiences with urban cultural content, going beyond simple ad media," adding, "Based on integrated solutions that combine creative and media operation capabilities, we plan to continuously expand the DOOH ecosystem that raises the value of urban spaces."