Joongang Ilbo, Korean newspaper, reported the interview of Seung-Yeon Kim, the CEO of InMobi Korea, on their lunar new year edition on February 10th. Seung-Yeon explains the outlook of Korean mobile advertisement market and how media can survive in the mobile era.
- Bullet points -
Korean Mobile Advertisement Market
- Since more than 50% Koreans have started to use smartphones, the mobile ad market is rapidly growing as well.
- According to ‘2012 Mobile ad survey,’ released on February 6 by Korea Communications Commission, the Korean mobile ad market reached KRW 215.9 billion in 2012. This year, it is likely to reach KRW 416 billion which means a 93% growth.
- “The core of mobile ad market will be Rich Media which requires users’ active engagement,” said Seung-Yeon Kim.
- “Speed” is InMobi’s key strength. We focus exclusively on mobile ads since we can quickly make decisions and adopt new technologies.
- Global network that enables local businesses to be in line with the rapidly changing consumer trend is also our strength.
- HTML5 based advertisements can only be produced by mobile ad experts like us.
- InMobi is the world’s biggest independent mobile ad company which has built the mobile ad network in 165 countries in 5 years.
- InMobi Korea carries out global ads for Korean top 50 companies such as Kia Motors and Samsung Electronics.
Different Devices, Different Advertisements
- Tablet users are likely to have bigger purchasing power so luxury brand ads would make a perfect fit for tablets.
- High-resolution pictures and images can also be used for its wide display.
How Media Can Survive in the Mobile Era
- The internet ecosystem has caused this crisis in the media industry.
- The means of delivering premium content from major media needs to be strategic.
- The problem is the media is focusing on transmitting articles into mobile so much that there is no clearmobile strategy
- Media should develop the best app which is differentiated from other apps with specifically categorized news sections including users’ responses
- The paid app policy should be avoided. The profits can be made by mobile ads with 25% higher unit price.