MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

Start up thinking// thinking start up

Here is a fun chat with Dan Day, founder of Kinderloop, about what it’s like to create your own start up!

Have a look at Kinderloop, and if you like the idea, let Dan know!

Good luck to the team at Kinderloop for their quest in the Silicon Valley and stay tuned an update when they return from the States!

Marie

Can touch this!

Following my previous blog about the Mobile World Congress, I recently interviewed Tim Buesing (creative director at Reactive, editor at Adverblog, and contributor at Australia in Front) to get his opinion about the changes that mobile devices are instigating to the marketing industry and consumers behaviours.

Tim has 17 years of digital design experience in the world’s best advertising agencies such as Reactive, Holler, Publicis Mojo, BBDO
In this video, Tim shares his point of view about the internet of things, how to take clients on the mobile journey, the evolution of web design to omni platforms and much more!

Enjoy & feel free to contribute!
There is so much happening in this space at the moment… I’d love to hear about some innovative projects you might be working on, or just exciting stuff you have came across!

You can also read more about Tim’s projects and opinion and work at: Adverblog, and Australia in Front or simply by following him on Twitter

Marie