IMARC Group has recently released a new research study titled “South Korea Online Advertising Market Size, Share, Trends and Forecast by Type, and Region, 2025-2033”, offers a detailed analysis of the market drivers, segmentation, growth opportunities, trends and competitive landscape to understand the current and future market scenarios.

South Korea Online Advertising Market Overview

The South Korea online advertising market size reached USD 4.9 Billion in 2024 and is projected to grow to USD 13.2 Billion by 2033, exhibiting a CAGR of 11% during the forecast period 2025-2033. This growth is driven by increased digital media consumption, greater smartphone penetration, and heightened demand for targeted mobile campaigns. Performance-based ad formats and data-driven strategies are also playing a crucial role in expanding market share across consumer-facing sectors.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

South Korea Online Advertising Market Key Takeaways

• Current Market Size: USD 4.9 Billion (2024)
• CAGR: 11% (2025-2033)
• Forecast Period: 2025-2033
• Growing smartphone adoption and mobile-first consumer behavior are driving market growth.
• Increased use of mobile apps for advertising, including gaming, video-sharing, and social media platforms.
• 5G network deployment enables high-quality interactive and AR-based ad campaigns.
• Shift toward performance-based ad formats with real-time tracking and programmatic advertising.
• Rising use of AI and machine learning in campaign optimization and audience segmentation.
• Native advertising and sponsored content are gaining popularity amid selective user preferences.

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Market Growth Factors

The growth of the South Korea online advertising market is underpinned by increased digital media consumption and the widespread adoption of smartphones. The market size reached USD 4.9 Billion in 2024, reflecting a robust expansion fueled by changing consumer behaviors favoring mobile-first content consumption. Marketers are capitalizing on this trend by developing campaigns focused on responsive design, location targeting, and mobile video advertisements. The growing investment in mobile apps as an advertising platform, particularly for gaming, video-sharing, and social media apps, enhances brand promotion effectiveness with assistance from AI and data analytics. Additionally, younger South Korean consumers show high engagement with in-app promotions, stories, and reels, further driving mobile advertising demand.

The deployment of 5G networks in South Korea has notably supported the online advertising market by enabling advertisers to offer higher-quality and faster-loading content. Innovative ad formats such as interactive and augmented reality (AR)-based campaigns are becoming more feasible, enhancing user experience. Integration with in-app purchases and mobile wallets offers additional convenience and supports seamless conversion paths. These network advancements, combined with a rising trend towards short-form content and mobile commerce, position mobile advertising as a primary growth engine for the digital marketing landscape in South Korea.

There is a marked shift towards performance-based advertising formats in South Korea, driven by the need for measurable and outcome-focused campaign strategies. The market movement towards real-time tracking platforms allows advertisers to optimize spending based on user actions such as clicks, downloads, and purchases, appealing mainly to e-commerce, app development, and fintech sectors. Programmatic advertising usage is increasing, facilitating efficient media buying through automated bidding processes. Enhanced audience segmentation with customer data platforms and analytics tools supports personalized retargeting and conversion tracking strategies. Rising emphasis on affiliate marketing through influencer channels and machine learning-based bidding optimization reflect a broader shift towards accountability and efficiency in advertising spend. Native advertising and sponsored content that seamlessly integrate within platform designs are growing in popularity as users become more selective, reflecting evolving consumer preferences.

Market Segmentation

• Type Insights:
• Search: Includes advertising through search engines targeting consumer queries to drive relevant traffic.
• Display: Comprises banner, pop-up, and other visual adverts displayed on websites and apps.
• Classified: Covers ads listed in dedicated sections for specific products or services.
• Video: Involves advertising content presented in video format across digital channels.
• Others (Lead Generation, Rich Media, etc.): Encompasses specialized formats like lead gen and rich interactive media ads.
• Regional Insights:
• Seoul Capital Area: The major metropolitan region including Seoul, serving as a key market hub.
• Yeongnam (Southeastern Region): A significant economic region in the southeast with distinct advertising dynamics.
• Honam (Southwestern Region): The southwest territory contributing to regional market growth.
• Hoseo (Central Region): Central South Korea, with unique market characteristics.
• Others: Remaining regions not classified in the major areas.

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Regional Insights

The dominant region in South Korea's online advertising market is the Seoul Capital Area. The report highlights Seoul as a principal market hub contributing significantly to the market dynamics. Specific statistics such as market share and CAGR at the regional level are not provided in the source.

Recent Developments & News

In May 2025, AnyMind Group partnered with NDSoft and NextPaper to launch an automated ad solution for over 3,300 Korean media firms, integrating NDSoft’s CMS to improve ad delivery and revenue tracking. This collaboration enhanced efficiency and boosted market development. In December 2024, retail media networks gained momentum led by companies like Coupang, Naver, and Lotte, which enhanced ad personalization by using AI and real-time consumer data, driving digital innovation and accelerating market growth.

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