Content
- Introduction
- Short-Form Content Video Advertisements
- Short-Form Popularity Demographics
- What Makes Popular Short-Form Ad Content
- Display Ads
- What type of Display Ads Perform Well? (Audience attention and purchase)
- Video Ads
- Audience Attitude Towards Video Ads
- Social Media Ads & Influencer
- Importance of Localization
Introduction
Renowned for its technological advancements and highly connected population, South Korea offers a unique blend of opportunities and challenges for digital marketers. Understanding the preferences and cultural intricacies of South Korean consumers is crucial for any business aiming to make a meaningful impact.
It is highly important to understand the various types of content that resonate with Korean audiences. As companies can effectively tailor their digital marketing strategies to successfully penetrate this vibrant market.
Short-Form Content Video Advertisements
One of the most significant trends shaping the South Korean digital landscape is the rise of short-form content. As attention spans shrink and the demand for quick, engaging, and easily digestible information grows. Platforms like Instagram Reels and YouTube Shorts have gained immense popularity. Korean consumers, particularly the younger demographic, are increasingly drawn to these content formats for their entertainment and informational needs.
Presenting a opportunity for global companies to create compelling short-form content that captures the interest and imagination of this audience.
Short-Form Popularity Demographics
We can see that short-form content is on the rise compared to previous years, and it is projected to continue to gain popularity. As short-form content is a relatively new phenomenon, awareness of this content (as well as viewership experience) is significantly prevalent in younger audiences. Often not only viewing but also creating and uploading their own short-form content.
Despite being more popular in younger audiences, short-form content is still widely known – in each age group, ranging from teenagers to people in their 50s, over 50 percent of people have had experience viewing short-form content in the past two years.
Given the popularity of short-form content, there has been a steady increase in short-form video advertisements. This increase is predicted to continue on for the next several years, and the allocated budget for short-form video advertisements is also predicted to grow per year.
What Makes Popular Short-Form Ad Content
Of the different kinds of content that is included in short-form video advertisements, the content that performs the best include product-placement advertisements and informational advertisements. These types of video ads garner the highest attention from audiences. Almost one-third of short-form video ad watchers have gone on to purchase products advertised in the videos.
Display Ads
Display ads (DA) are another type of advertisement that gains a lot of attraction from audiences of digital media. These are visual ads that exist in apps, on websites, and other platforms. Some of the most successful types of display ads include content that appears naturally between other posts in a feed as well as in-ad pop-up advertisements.
What type of Display Ads Perform Well? (Audience attention and purchase)
There are many types of display ads given that there are many potential placements for ads across many different media platforms. The types of display ads that garner the most attention include main portal site video ads, in-stream video ads, and social media feed video ads.
Alternatively, the types of display ads that lead to the most purchases by consumers are slightly different than the ones that garner the most attention. The display ads with the most impact on purchase include video ads created by influencers reviewing products and social media feed video ads.
Video Ads
Video ads are a specific type of display ad that are highly effective and widely used today.
South Korean audiences strongly prefer shorter ads in terms of duration and length, but this differs slightly with age. Of people in their 20s, 50% of Korean audiences prefer ads that are within 5 seconds long, and 80% have noted that they are most memorable if exposed to the ad anywhere between 2 to 5 times. Of people in their 30s, 90% prefer ads that are within 10 seconds long, and 68% have noted that they are most memorable if exposed to the ad 2 to 3 times.
As always, there is contention amongst skippable and unskippable ads, and as one may predict, approximately 70% of Korean audiences find ads to be most annoying when they are unskippable, which in turn has quite an impact on the product that is being advertised, as again, approximately 70% of audiences say annoying ads negatively affects their perception and opinion on the product.
Audience Attitudes Towards Video Ads
There are multiple factors that contribute to how people feel about video ads, such as placement and content. Most Korean audiences dislike when video ads appear before and during the viewing of favored content. Alternatively, there is less resistance to video ads if the ad contains or is related to content that the viewer likes. Similarly, ads featuring popular or well-liked celebrities are preferred, as well as ads that feature actors who are in the content that the ad is attached to.
Social Media Ads & Influencer
Within advertisements, influencer advertisements hold a significant amount of power over audiences and digital media consumers. Given the immense amount of Korean population who are active users on social media. 8 out of 10 Korean social media users have purchased a new product due to social media advertising.
Platforms such as TikTok and Instagram allow for influencers to promote and advertise brand products while receiving high viewership. Video advertisements perform better than image or text posts from influencers. Many people view the content for entertainment, even if they do not intend to purchase what is advertised.
Korean’s opinion on influencer advertisements are heavily affected by honesty and clarity – people dislike content that has advertisements hidden within it and much prefer advertisements that are properly labeled.
Importance of Localization
Localization is crucial for global brands aiming to enter the South Korean market. Due to the country’s unique cultural, linguistic, and consumer behavior nuances. Tailoring advertisement strategies to reflect local preferences, language subtleties, and societal values can significantly enhance brand acceptance and engagement. A well-executed localization strategy for advertisements is key to building a strong and resonant brand presence.