Kakao Mobility said on the 17th that it will link digital out-of-home ads in a programmatic way by teaming up with domestic media rep firms KT Nasmedia, CJ Mezzomedia, and Incross.
The partnership goes beyond simple ad delivery to out-of-home media to push technical integration that enables real-time ad transactions and data-driven efficiency analysis. With programmatic ads using automated bidding now possible for out-of-home media, the ad ecosystem is expected to advance a step.
Kakao Mobility recently signed MOUs with the three media rep firms and agreed to cooperate in areas including: ▲ planning and sales of out-of-home ad products such as DOOH ▲ implementing programmatic ads through integration between ad platforms ▲ joint planning of out-of-home ad products and development of media packages ▲ strengthening market competitiveness through joint marketing and ad effectiveness measurement.
Under the agreement, out-of-home media that had been fragmented by operator can be standardized through Kakao Mobility's single CMS, then built into a structure that can integrate in real time with the media reps' ad platforms. Unlike the previous manual delivery-centered operation of out-of-home ads, collaboration between Kakao Mobility and the media reps secured standardization and efficiency for out-of-home advertising by linking a single CMS and ad platforms across everything from small and midsize signage with varying screen sizes and operators to large billboards.
Kye Gyeong-hyeon, director of the Kakao Mobility advertising business team, said, "It looks to serve as a turning point for the technological transition of the out-of-home advertising industry," and noted, "We plan to continue expanding cooperation with domestic and overseas ad platforms and global networks."