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Mobile advertising grows robustly, as broadcasting ads dwindle: report

11:45 February 14, 2019

SEOUL, Feb. 14 (Yonhap) -- South Korea's advertising industry posted annual growth of about 4 percent in 2017, mainly on the strength of robust expansion of mobile advertising, a government report said Thursday.

In contrast to the growth of the mobile advertising market, the volume of broadcast advertising shrank, the report, issued by the Ministry of Culture, Sports and Tourism, said.

The report estimated the volume of the domestic advertising industry to reach 16.4 trillion won (US$14.6 billion) in 2017, up 3.9 percent from 15.79 trillion won recorded the previous year.

Mobile advertising grows robustly, as broadcasting ads dwindle: report - 1

Expenditures on advertisements in media, including broadcasting, print media, Internet and outdoor ads, accounted for 10.5 trillion won, or 64 percent, of the total, with services expenditures, including brand consulting, marketing research and ad printing and production, accounting for 5.9 trillion won, or 36 percent, the report noted.

By sector, mobile advertising market grew a robust 21.2 percent to 1.47 trillion won, raising its share of the industry total from 11.6 percent to 14 percent, it said.

The volume of other online advertising decreased 4.4 percent to 2.1 trillion won.

All Internet ads, including mobile and online, increased 4.5 percent to 3.6 trillion won, with its share of the industry rising to 34.6 percent.

Broadcast advertising, meanwhile, fell 0.2 percent on-year to 3.78 trillion won in 2017, the report said.

Among broadcasters, cable television increased advertising revenues 3.4 percent to 1.7 trillion won, while terrestrial broadcasters saw their advertising volume shrink 6.1 percent to 1.65 trillion won. It is the first time that cable TVs have excelled terrestrial TVs in advertising volume.



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