In the rapidly evolving digital advertising landscape, South Korean broadcasters are facing mounting pressure to adapt as global streaming giants like YouTube and Netflix continue to dominate viewer attention and ad revenue. A recent analysis presented at the 2026 spring conference of the Korean Broadcasting Society highlights that individual broadcaster efforts alone cannot compete with the scale and technological sophistication of these international platforms. Instead, survival hinges on strategic collaboration and innovation—specifically, the integration of artificial intelligence and data analytics to transform traditional TV advertising into what experts are calling “Performance TV.”
This shift is not merely about adopting modern tools but rethinking the entire value proposition of broadcast advertising in an era where mobile-first consumption has become the norm. According to projections cited by industry researchers, the global digital advertising market is expected to reach $965 billion by 2028—nearly quadruple its size from $243 billion in 2017. Mobile advertising alone is anticipated to account for 70% of that total by 2028, underscoring the urgency for legacy media to evolve. Meanwhile, domestic terrestrial TV ad revenue in South Korea has declined steadily, falling from 119 billion won in 2020 to an estimated 82.7 billion won in 2026, signaling a clear demand for structural change.
At the forefront of this transformation is Sung Yoon-taek, senior research fellow at the Media Advertising Research Institute of the Korea Broadcasting Advertising Corporation (KOBACO). Speaking at the Busan-based academic gathering, Sung emphasized that generative AI is no longer a futuristic concept but an active force reshaping every stage of ad creation—from concept and storyboarding to production and distribution. He pointed to KOBACO’s internally developed “Aisac” platform as a practical example: a system designed to analyze portal, social media, and video platform data to identify consumer trends and assist in generating ad copy and visual storyboards.
The implications of this technological shift extend beyond efficiency. By leveraging AI-driven insights, broadcasters can move from broad demographic targeting to precision-based performance advertising, where ad effectiveness is measured in real time through engagement metrics, conversion rates, and audience behavior. This approach mirrors the performance marketing models long used by digital-native platforms but adapts them to the trusted environment of broadcast television. As Sung noted, the goal is not to replicate YouTube or Netflix but to enhance TV’s unique strengths—such as broad reach and brand safety—with the accountability and agility of digital advertising.
Critically, Sung argued that going it alone is not a viable strategy. In his presentation, he stressed that “individual broadcaster efforts cannot overcome YouTube and Netflix”—a sentiment that underscores the need for industry-wide cooperation. His recommendation? Forming strategic alliances with telecommunications companies to pool resources, share data infrastructure, and jointly develop AI-powered advertising solutions. Such partnerships could enable smaller broadcasters to access advanced analytics and AI tools that would be cost-prohibitive to develop independently.
One real-world example of AI’s growing role in global advertising comes from international markets, where brands like Burger King in France have experimented with AI-generated ad content tailored to regional audiences. While specific campaign details from those efforts were not detailed in the available sources, they illustrate a broader trend: major advertisers are already testing how generative AI can reduce production costs and increase creative output without sacrificing relevance.
For South Korea’s broadcasting sector, the path forward involves more than technological upgrades—it requires a cultural shift toward data literacy, cross-industry collaboration, and a willingness to experiment with new ad formats. Broadcasters that invest in AI training for creative teams, establish data-sharing agreements with telecom partners, and pilot performance-based ad models may be better positioned to reclaim advertising share in a fragmented media market.
As the industry awaits further developments, stakeholders including advertisers, media agencies, and regulators will be watching closely to witness how broadcasters respond to these challenges. The next key milestone to monitor is the fall 2026 meeting of the Korean Broadcasting Society, where follow-up research on AI adoption in broadcast advertising is expected to be presented.
For readers interested in tracking the evolution of broadcast advertising in Asia, World Today Journal will continue to provide updates on technological innovations, industry partnerships, and regulatory shifts shaping the future of TV media.
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