AI-Powered Personalized Advertising Is Transforming the TV Ecosystem [FAST Report]

Delivering Different Ads to Each Viewer in Real Time
"Ice Water Purifier Ads" Achieve 60% Higher Performance Based on Temperature

Tom Parsons, Senior Director of Sales and Business Development at Amagi [Korea Creative Content Agency]

Personalized advertising that combines AI and data analytics is rapidly transforming the media industry. As advertisements are now tailored in real time to match viewer preferences, it has become essential for content creators to understand new advertising revenue structures.

Jin Jun Jung, Head of Advertising Business Division at Motive Intelligence, emphasized, "Advertising is the core source of revenue for TV-based platforms, including FAST. Content creators must understand advertising revenue structures to make strategic choices." Motive Intelligence, which began as a mobile advertising company in 2014, launched Korea's first CTV advertising platform, "Cross Target TV," in 2018. This platform connects TV and mobile through patented technology, enabling data-driven targeted advertising.

Previously, it was difficult to utilize user behavior data generated on mobile devices for traditional TV advertising. However, with cross-device matching technology, precise targeting is now possible on TV as well. For example, game advertisements can be shown on the TVs of users who have installed a particular game application, or customized ads can be delivered based on region and age group. Jung noted, "TV advertising performance can now be evaluated not only by traditional viewership ratings but also by improvements in brand awareness and direct sales impact."

The use of real-time data is also increasing. A representative example is Motive Intelligence's "Dynamic CTV Advertising," which provides ads tailored to weather data and regional characteristics. Jung shared, "During a recent water purifier ad campaign, we differentiated between regular water purifiers and ice water purifiers based on temperature. The website traffic for ice water purifier ads shown in high-temperature regions was 60% higher."

Jin Jun Jung, Head of Advertising Business Division at Motive Intelligence [Korea Creative Content Agency]

Internationally, the growth of Amagi stands out. The company is expanding its market by supporting content distribution and advertising monetization through cloud-based solutions. By integrating production, distribution, and monitoring, Amagi has built a platform that enables content providers and advertisers to grow together. Tom Parsons, Senior Director of Sales and Business Development at Amagi, stated, "The proliferation of smart TVs and the expansion of FAST have democratized content distribution. In particular, the trend of viewers shifting toward live sports events plays a significant role in shaping advertising strategies."

Experts agree that FAST and CTV advertising offer the advantages of both traditional TV and digital video advertising. Targeting and performance measurement, which were limited in TV advertising, have been strengthened, and these platforms can now reach CTV users and YouTube Premium viewers who are difficult to capture through digital ads alone.

As a result, the media ecosystem is likely to see advertising and content distribution increasingly integrated around FAST and CTV platforms. In particular, AI-driven personalized advertising and real-time data utilization are expected to maximize advertising efficiency, breaking down the boundaries between traditional and digital media. For content creators, understanding advertising structures, and for advertisers, strengthening data-driven strategies, will be key to securing future media competitiveness.