Market Insights Advertising & Media Advertising

Search Advertising - South Korea

South Korea

Ad spending in the Search Advertising market in South Korea is forecasted to reach €4.95bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 6.37%, leading to a projected market volume of €6.74bn by 2029.
When compared globally, a significant portion of ad spending will be driven by the United States (€127.10bn in 2024).
Within the Search Advertising market in South Korea, 42% of total ad spending is expected to come from mobile in 2029.
The average ad spending per internet user in the Search Advertising market in South Korea is projected to be €103.30 in 2024.
South Korea's Search Advertising market is rapidly growing, driven by innovative technology adoption and increasing digital ad spending.

Key regions: Australia, Japan, United States, Europe, Asia

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Analyst Opinion

The Search Advertising market in South Korea has been experiencing significant growth in recent years, driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in South Korea have played a crucial role in the development of the Search Advertising market. South Korean consumers are increasingly relying on the internet for information and purchasing decisions. With a high smartphone penetration rate and a tech-savvy population, South Koreans are actively searching for products and services online. This shift in consumer behavior has created a demand for targeted advertising that reaches consumers at the moment they are actively searching for information. Trends in the market have also contributed to the growth of Search Advertising in South Korea. Advertisers are recognizing the effectiveness of search advertising in reaching their target audience and driving conversions. They are investing more in search advertising campaigns to ensure their products and services are visible to consumers when they are actively searching. Additionally, advancements in technology and data analytics have made it easier for advertisers to optimize their search advertising campaigns and measure their return on investment. Local special circumstances have further fueled the growth of the Search Advertising market in South Korea. The country has a highly competitive business environment, with numerous companies vying for market share. To stand out from the competition, businesses are increasingly turning to search advertising to increase their online visibility and attract customers. Additionally, South Korea has a strong e-commerce sector, with a significant portion of retail sales occurring online. This has created a need for search advertising to drive traffic to e-commerce websites and increase online sales. Underlying macroeconomic factors have also played a role in the development of the Search Advertising market in South Korea. The country has a strong economy and a high level of internet penetration, providing a favorable environment for digital advertising. Additionally, South Korea has a well-developed infrastructure and advanced technology, making it easier for businesses to implement search advertising campaigns. In conclusion, the Search Advertising market in South Korea is experiencing growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As South Korean consumers increasingly rely on the internet for information and purchasing decisions, advertisers are investing more in search advertising to reach their target audience. The competitive business environment, strong e-commerce sector, and favorable macroeconomic factors further contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.