SKB Collaborates with Groom M Korea on Programmatic TV Advertising

SK Broadband announced on the 21st that it will collaborate with GroupM Korea to create a new TV advertising ecosystem.

The two companies signed a Memorandum of Understanding (MOU) for cooperation in the programmatic (a method of automatically buying and selling advertising space online under optimized conditions) TV advertising business at SK Broadband's headquarters Suprex Hall. The purpose of the agreement is to expand the domestic programmatic TV advertising market based on addressable (customized advertising that delivers different ads to each household according to interests) TV advertising.

At the SK Broadband headquarters, Kim Hyuk, Head of SK Broadband Media CO (left), and Kwon Soon-jae, Vice President of GroupM Korea, signed a mutual cooperation agreement.
[Photo by SK Broadband]

When the existing one-way TV centered on live broadcasting introduces addressable TV advertising and transforms into digital TV, it will expand into a digital medium capable of automated ad purchasing and delivery through the adoption of programmatic advertising methods. GroupM Korea is promoting the domestic introduction of ‘Finecast,’ an integrated TV advertising purchasing solution operated in more than 10 countries including the U.S., U.K., and Thailand, for domestic programmatic TV advertising.

SK Broadband plans to directly link GroupM Korea’s ‘Finecast’ with its advertising platform ‘B tv AD+,’ which allows the purchase of addressable TV ads. GroupM Korea intends to plan and purchase advertising media through AI deep learning-based automated purchasing methods and enhance TV ad reach and cost efficiency by preparing integrated effect reports.

Advertisers can efficiently purchase ads as much as they want in the same way as on YouTube and digital media, and deliver advertising campaigns to viewers through large TV screens. For example, if a campaign targeting young consumers wants TV exposure, the target audience of B tv addressable TV will be automatically added, increasing the total reach compared to existing TV broadcasts.

Kim Hyuk, head of SK Broadband Media CO, said, “This is a case where media companies and advertising agencies in Korea have cooperated to create a programmatic TV advertising ecosystem, and now broadcast advertising is rapidly advancing from addressable TV to programmatic TV,” adding, “In the rapidly changing media environment, B tv advertising will grow into programmatic TV that can provide both the advantages of broadcast advertising and digital advertising based on addressable TV.”