[Asia Economy Reporter Oh Su-yeon] Nasmedia announced on the 9th that it recorded consolidated sales of 39.5 billion KRW and operating profit of 8.5 billion KRW in the third quarter of 2022, representing increases of 28% and 4%, respectively, compared to the same period last year.
Although the third quarter is seasonally an off-season, digital advertising sales increased by 18% year-on-year due to the growth in major online media handling volume and increased preference for outdoor media following the transition to endemic status, setting a new quarterly sales record following the second quarter.
The mobile platform is also continuing its rapid growth. By collaborating with KT Convergence Technology Institute, AI technology was applied to its proprietary advertising platform to improve real-time ad bidding rates and performance advertising efficiency. Through this, platform sales rose 55% year-on-year, maintaining an average growth rate in the 50% range over the past five quarters.
The new business, KT telecom customer data-based SMS advertising product ‘K-Deal’, grew transaction volume by approximately 60% compared to the previous quarter through enhanced commerce targeting, increased acquisition of loyal customers, and strengthening of niche categories. Additionally, the digital out-of-home advertising (DOOH) ‘N.Square’, launched in the second half of last year, grew 50% quarter-on-quarter, and notably, by completing media linkage partnerships with global programmatic DOOH companies, it will be possible to attract global advertisers by the end of the year.
Furthermore, Nasmedia plans to lead the online video service (OTT) advertising market by signing an advertising sales agency contract with Netflix. The company stated that in 2023, it expects to continue increasing performance by adding OTT advertising media as a new growth momentum and sustaining structural growth through maximizing performance advertising efficiency.
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