Market Insights Advertising & Media Advertising

Print Advertising - South Korea

South Korea

In South Korea, ad spending in the Print Advertising market is forecasted to reach US$1.75bn in 2024.
The largest market is Newspaper Advertising with a market volume of US$1.38bn in 2024.
When compared globally, the United States leads with ad spending projected to reach US$10.36bn in 2024.
By 2029, the number of readers in the Print Advertising market in South Korea is expected to reach 17.91m users.
The average ad spending per reader in the Newspaper Advertising market is estimated to be US$186.80 in 2024.
South Korean print advertising market shows a shift towards digital platforms, reflecting changing consumer preferences and technological advancements.

Key regions: United Kingdom, China, Germany, Japan, United States

Market

Region

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Currency

Analyst Opinion

The Print Advertising market in South Korea has experienced significant development in recent years.

Customer preferences: South Korean consumers still value print advertising as a trusted source of information. Despite the rise of digital media, many individuals enjoy the tangible nature of print advertisements and find them more memorable. Additionally, print advertising allows for more creative and visually appealing designs, which can capture the attention of consumers in a cluttered media landscape.

Trends in the market: One noticeable trend in the South Korean print advertising market is the increasing use of targeted and personalized advertisements. Advertisers are leveraging data and analytics to better understand their target audience and tailor their print advertisements accordingly. This trend has resulted in higher engagement rates and improved return on investment for advertisers. Another trend in the market is the integration of print and digital advertising. Many print advertisements now include QR codes or other interactive elements that direct consumers to online platforms. This integration allows advertisers to bridge the gap between print and digital media, reaching a wider audience and providing more interactive experiences for consumers.

Local special circumstances: South Korea has a highly connected population with one of the highest internet penetration rates in the world. This has created a unique advertising environment where traditional print media coexists with digital media. While digital advertising has seen significant growth, print advertising continues to play a prominent role in the marketing strategies of many businesses.

Underlying macroeconomic factors: South Korea has a strong and stable economy, which has contributed to the growth of the print advertising market. The country's high literacy rate and emphasis on education also make print media an effective way to reach a wide range of consumers. Additionally, South Korea has a unique cultural landscape that values tradition and respect for authority, which may contribute to the continued popularity of print advertising. In conclusion, the Print Advertising market in South Korea has seen significant development due to customer preferences for tangible and visually appealing advertisements, as well as the integration of print and digital media. The local special circumstances, such as the coexistence of print and digital media and the cultural values of the country, have also contributed to the growth of the market. Overall, the strong and stable economy of South Korea has provided a favorable environment for the print advertising industry to thrive.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.