NVT, 'Addison' Offerwall Enters Asia... Partnership with Naver Webtoon Global Service 'LINE Webtoon'

NBT's ‘Addison’ offerwall network service is expanding from North America to the Asian market.

NBT announced on the 7th that Addison has established and is operating the offerwall service for Naver Webtoon's global service ‘Line Webtoon’ in Indonesia, Thailand, and Taiwan.

NBT differentiated its offerwall service by not limiting the language used within the service to English, but by applying local languages so that both webtoon platform users and advertisers can use the service smoothly. In the case of ‘Line Webtoon,’ it has been operating for about 10 years in Indonesia, Thailand, and Taiwan, establishing itself as a leading webtoon platform. The newly introduced Addison offerwall service also plans to focus on minimizing the sense of alienation from the existing system through localization efforts.

NBT expects the market share in the newly entered Asian market to expand rapidly. The Asian region is known as a market where ‘K-content’ such as webtoons, dramas, and music are familiar and positively consumed. Above all, consumers have a low resistance to advertisements, which is why the market potential is highly valued.

Park Su-geun, CEO of NBT, said, “In Indonesia, Thailand, and Taiwan, the advertising market size this year alone reaches about 20 trillion KRW, and the proportion of digital-related advertising expenditure is expected to exceed half by 2027, indicating a high growth vision for offerwall services. Along with the globally rooted Korean Wave, which acts as a significant advantage, the solid position of ‘Line Webtoon’ in the Asian market will create great synergy with the newly launched Addison offerwall service.”

NBT, which holds the number one market share in the domestic offerwall network market, is advancing the global market expansion of the ‘Addison’ offerwall service this year. Previously, in September, it made its debut in the North American market through a partnership with Naver Webtoon’s English service.