An AI-based advertising solution has emerged that identifies viewers not exposed to advertisements in real-time during broadcast advertising execution and reaches additional customers within limited budgets. Combining KT's set-top box viewership data with the advertising agency's media strategy, it signals a shift in campaign operation methods.

 

KT signed a business agreement with OAG Korea (Omnicom Advertising Group Korea) and unveiled the broadcast advertising solution 'Incremental Reach' on the 30th, leveraging AI and TV viewership measured data.

 

Incremental Reach operates by analyzing viewers with no or low-frequency advertisement exposure in existing campaigns and discovering additional target audiences.

 

While conventional broadcast advertising verified performance after campaign completion, this solution is characterized by the ability to modify strategies during execution based on measured data.

 

According to internal verification results, KT stated that the reach rate of campaigns utilizing Incremental Reach is approximately 2 times that of conventional broadcast advertising on an equivalent budget and timeframe basis.

 

Both companies announced plans to expand collaboration areas through advanced advertising performance measurement and development of new advertising products, as well as establishment of data-driven media strategies.

 

Hwang Min-seon, Senior Executive in charge of KT's advertising business, stated, "Based on KT's measured data and AI technology, we will support advertisers in achieving faster and more precise advertising performance improvements."