Trend Online advertising shifts to mobile, video and AI solutions as search fragments

Summary

KISDI reports that Korean online advertising spending is estimated to have risen 8.6 percent in 2024 to about 10.14 trillion won and is expected to grow a further 5.1 percent in 2025. Structural change in the online media environment should keep advertising on mobile and video formats growing. Within total broadcasting and telecommunications advertising, which is set to rise 2.7 percent in 2025, mobile advertising is expected to grow 5.5 percent. PwC projects video advertising to grow 9.3 percent a year from 2024 to 2029, well above the 5.7 percent pace for internet advertising as a whole. As search demand spreads to vertical apps, social networks, short-form video and generative AI and search queries fall, portal-centred advertising is expected to weaken while revenue from AI-based advertising solutions grows.