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KOREA	
  ADVERTISING	
  
MARKET	
  OVERVIEW
	
  

-­‐	
  KEY	
  STATISTICS	
  -­‐	
  

Nov 2013
KR	
  Online	
  User	
  Overview	
  
q 

The	
  number	
  of	
  mobile	
  users	
  in	
  KR	
  surpassed	
  PC.	
  

q 
...
KR	
  Digital	
  Ad	
  Spend	
  Overview	
  
q 

Digital	
  adverPsing	
  is	
  forecast	
  to	
  generate	
  USD	
  9.0B...
KR	
  Online	
  Ad	
  Spend	
  
q 

q 

Online	
  adverPsing	
  is	
  forecast	
  to	
  generate	
  USD	
  
2,192M	
  (+...
Top	
  3	
  Portal	
  Revenue	
  Share	
  	
  
q 

Naver	
  has	
  the	
  dominant	
  posiPon	
  in	
  KR	
  both	
  sear...
KR	
  Online	
  Display	
  Ad	
  Spend	
  
q 

Major	
  portals	
  possess	
  78%	
  of	
  display	
  ad	
  market.	
  
D...
Search	
  Query	
  Share	
  
q 

Naver.com	
  is	
  the	
  top	
  search	
  engine	
  both	
  PC	
  and	
  mobile,	
  use...
Search	
  Query	
  Growth	
  Trend	
  
q 

8

Naver’s	
  mobile	
  search	
  queries	
  surpassed	
  PC	
  since	
  Q4	
 ...
Mobile	
  OS	
  Market	
  Share	
  
q 

Korea's	
  Android	
  OS	
  penetraPon	
  stands	
  over	
  90%,	
  the	
  highes...
Contact	
  Us	
  

TPMN.co.kr
info@tpmn.co.kr	
  
t.	
  	
  	
  82-­‐70-­‐7795-­‐1364	
  
f.	
  	
  	
  82-­‐2-­‐555-­‐136...
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Korea market overview v1 nov 2013

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Korea market overview v1 nov 2013

  1. 1. KOREA  ADVERTISING   MARKET  OVERVIEW   -­‐  KEY  STATISTICS  -­‐   Nov 2013
  2. 2. KR  Online  User  Overview   q  The  number  of  mobile  users  in  KR  surpassed  PC.   q  PC  gamer  were  around  10  million  but  mobile  gamers  are  expected  to  more  than   double  to  reach  19  million  people.   PC  User:  33,000,000   PC  Game  User:  10,210,000   2 Mobile  User:  35,500,000   Mobile  Game  User:  19,480,000   * Data source: 미래창조과학부 유무선 통신서비스 가입자 현황(2013.06), Koreanclick 인터넷 사용인구 모집단 (2013.07), Behavioral data (2013.1)
  3. 3. KR  Digital  Ad  Spend  Overview   q  Digital  adverPsing  is  forecast  to  generate  USD  9.0B  (YoY  +2.4%)  revenues  in  2013.   Online  Ad  spend  is  predicted  to  reach  24.7%,  higher  than  TV  media.   Total  Digital  Ad  Spend   Unit:  1B  USD   9.0   2013Y(E)  Ad  spend  by  media  type   24.7% 21.2% 17.6% 15.5% 8.8   12.3% 4.9% 2.6% 2012Y   3 2013Y(E)   * Data source: KOBACO, Korea Advertising Index 1.3%
  4. 4. KR  Online  Ad  Spend   q  q  Online  adverPsing  is  forecast  to  generate  USD   2,192M  (+13%)  revenues  in  2013   Mobile  ad  spend  may  have  increased  by  73%   and  120%  with  search  and  display  but  the   country's  mobile  ad  revenues  sPll  only   amounted  to  around  USD  378M.    2,500      2,000     Mobile   Search  Ad   +73%   Mobile   Search  Ad    1,500      1,000     Display  Ad   Mobile  Display  Ad   Search  Ad   Mobile  Search  Ad   Total  Spending   2012Y    549    82      1,199    114      1,944     2013Y(E)    559   181    1,255    197     2,192   YoY   2%   120%   5%   73%   13%   *Unit:  1M  USD   4  500     Mobile   Display  Ad   +120%   Mobile   Display  Ad    -­‐     2012Y   Mobile  Search  Ad   2013Y(E)   Search  Ad   Mobile  Display  Ad   Display  Ad   *Data source: HSAd 2013 Media Scene, 한국인터넷진흥원, 방송통신위원회, 한국광고협회 2012 온라인광고규모조사
  5. 5. Top  3  Portal  Revenue  Share     q  Naver  has  the  dominant  posiPon  in  KR  both  search  and  display  market.    350      300     2013Y  1H  Revenue    302     *Unit:  1M  USD   657M    250     Search    200     Display    100     Others   120M    150      79      50      60      52     Game   33M    12     11      -­‐     Naver   5 *Data source: NHN, Daum, SKcommunication Daum   Nate   Line  
  6. 6. KR  Online  Display  Ad  Spend   q  Major  portals  possess  78%  of  display  ad  market.   Display  Ad  Spend  (1H  2013)   facebook,   1.1%   others,   17.3%   chosun,   1.1%   joins,   2.6%   naver,   34.7%   nate,   14.2%   daum,   29.0%   naver   chosun   6 * Data source: ResearchAd, Jul 2013 daum   nate   facebook   others   joins  
  7. 7. Search  Query  Share   q  Naver.com  is  the  top  search  engine  both  PC  and  mobile,  used  by  over  76%  of  the   country’s  users.   q  Google  search  penetraPon  is  low  with  4%  of  PC  and  9%  of  mobile.  Yahoo  has   withdrawn  its  operaPon  in  KR  since  Q4  2012.     Google,   4.04%   Nate,   1.13%   Others,   1.52%   Daum,   14.77%   PC  Search   * Data source: Koreanclick, Apr 2013 Other,   0.41%   Daum,   14.11%   Naver,   78.37%   7 Google,   8.98%   Naver,   76.50%   Mobile  Search  
  8. 8. Search  Query  Growth  Trend   q  8 Naver’s  mobile  search  queries  surpassed  PC  since  Q4  2012.  The  proporPon  has   reached  53%  on  Aug  2013.   * Data source: NHN corporate presentation
  9. 9. Mobile  OS  Market  Share   q  Korea's  Android  OS  penetraPon  stands  over  90%,  the  highest  in  the  world.   Korea   90.4%   8.5%   38.8%   USA   52.7%   Android   iOS   42.4%   Japan   China   9 16.3%   * Data source: StatCounter Global Stats, Jul to Sep 2013 Other   56.7%   69.4%  
  10. 10. Contact  Us   TPMN.co.kr info@tpmn.co.kr   t.      82-­‐70-­‐7795-­‐1364   f.      82-­‐2-­‐555-­‐1364   Suite  823,  140-­‐3,  Samseong-­‐dong,   Gangnam-­‐gu,  Seoul  135-­‐875,  Korea   10

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