Highway Billboard Advertisement Business
Korea Out of Home Advertising Center(KOOHAC) is running billboard advertisements on main national highways in Korea, providing useful information and becoming attraction for the nation. The center is activating Korea OOH advertisement industry by carrying excellent fields of advertisements, and raising funds from highway billboard advertisement revenues to subside successful international events and do municipality maintenance for OOH advertisements.
The center has been operating 152 highway billboard advertisements on main nationwide highways such as Olympic Expressway, Gyeongbu Expressway and Incheon International Airport Expressway since 2009. These advertisements(width 18m, length 8m) are getting spotlight from advertising industry by using eco-friendly LED lighting sources. The center improves high definition display quality by introducing still frame display system on digital advertisement, and carries forward new changes in driver’s safety and light pollution.
1. Number of highway billboard advertisements approved and installed
| Number of installed | Business operator | Note | |
|---|---|---|---|
| 1-3 | 7 | AWMR | |
| 2-1 | 13 | SUNGWON | |
| 2-2 | 13 | AWMR | |
| 3-1 | 10 | AWMR | |
| 3-2 | 12 | JeonHong | |
| 3-3 | 1 | AWMR | Digital |
| 5-1 | 13 | HanseungKongYoung | |
| 5-2 | 15 | CJ CGV | |
| 6-1 | 18 | Dong Ahn | |
| 6-2 | 11 | HanseungKongYoung | |
| A | 5 | JeonHong | |
| B | 1 | - | managed bt KOOHAC |
| C | 6 | HanseungKongYoung | |
| D | 5 | - | managed bt KOOHAC |
| E | 4 | JeonHong | |
| F | 5 | - | managed bt KOOHAC |
| G | 6 | Dong Ahn | |
| a single billboard | 7 | JeonHong | |
| 152 |
2. Highway billboard advertisements
According to OOH Advertisement Law, the center that has the exclusive right of doing highway billboard advertisement business selects highway billboard advertisement business operators. When selecting business operators, the center is abide by competitive open bidding system in accordance with the National Contract Law. After business operators are selected, they are practicing the business such as marketing, managing and operating advertisements, and paying business fees to the center proposed in the bidding step. The center has earned business revenues 277.5 billion from 2009 to 2019, and used 146.1 billion in preparation of international events and 75.2 billion in municipalities’ advertisement innovation.
The center has leaded lots of changes and developments in Korea OOH advertisement industry since its foundation in 2008. It not only expands its business such as constructing OOH advertisement ecological system but also strengthens OOH advertising industry through putting huge resources. Particularly, the initial highway billboard advertisement operated followed Gyeongbu Expressway opening in 1970 was verified its value, contributed to hosting 1988 Seoul Olympics, 2018 Pyeongchang Olympics, and was recognized as Korea’s representative OOH media.
Signboard Improvement Project
01.Why we do this project
The center makes beautiful street of sign through improving old signboard and environment. Project sites are 20 cities and towns recommended by municipalities every year. Ministry of the Interior and Safety is managing whole project, and local residents and a municipality are carrying out the project. The center is supporting the project with them.
* Project budget & Components
Aid budget 50%(Highway billboard advertisement business revenues generated by the center) + municipality budget 50%
02.Current state of project
Summary: Number of projects
| Year | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015 | 2014 | 2013 | 2012 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Number of municipalities |
34 | 20 | 29 | 23 | 20 | 18 | 20 | 24 | 22 | 26 | 16 |
| Support Fund' |
79.89 | 49.68 | 59.35 | 50.84 | 41 | 40.77 | 40 | 48.48 | 45.1 | 44.12 | 20.96 |
Best practices of the project
1. Buk Plaza, Namdong-gu, Incheon / 2018
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After
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2. Bongpyeong-gu, Pyeongchang-gun, Gangwon-do / 2017
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03. Process & Contents of the project
Consulting : Consulting landscape experts about improving signboard in local area
Educating signboard design : Making and operating signboard design educ ation programs for public officers, employees of OOH advertisement and local residents in the project site
Field learning on an excellent signboard site : Doing field learning in an excellent signboard site and sharing signboard improvement project know-how for public officers, employees of OOH advertisement and local residents in the project site
Maintaining an excellent signboard DB : Providing excellent signboard photos classified by industry, type and an area
Click to see signboard photosDeveloping and providing an signboard design content : Developing and providing free graphic for making the most of store characteristics
Operating college supporters : Collecting signboard photos and writing a report about field learning
OOH advertisement industry promotion programs
01.Education program for OOH advertisement
1. Online education program
Program operation period : All year long(Jan-Dec)
Subject for program : New companies and employees of OOH advertisement, public officers related OOH advertisement business
Contents of program : OOH Advertisement Administration Law and Regulations, how to do display and safety check OOH advertisement
Procedure for taking program : Connecting to a online education program site(‘Cyber Academy’) and paying the bill
Click to see Cyber Academy program 2. Offline Education ProgramFor public officers, a regular curriculum is running that provides OOH advertisement law and regulations, maintenance of signboard, guidelines of OOH advertisement design etc.
The main education for companies and employees of OOH adve rtisement is court duty education consists of OOH advertisement law, design etc.
College students can participate in vacation special education programs and job fairs in connection with other institutions.
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Public officers’ regular education program
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Education for college students
02.Sharing OOH advertising statistics
Basic survey on the present situation and size of OOH advertisement industry was carried out on trial basis in 2015
「OOH Advertising Statistics」 integrated with existing OOH industrial and administration statistics
This special OOH advertising statistics gets Korea’s first national recognition, so its confidence is high
Statistics contains yearly types of sales and employees of OOH advertisement, etc, it includes a powerful way to filter OOH advertisement industry data
Click to see OOH advertisement statistics03. Sharing OOH advertisement research and materials
Research on OOH advertisement administration system, OOH media, OOH Advertisement Administration Law and Regulations
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Study of sign improvement project performance analysis and system improvement
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00H Advertising Annual Report
Sharing 「Out of Home Advertising Foreign Correspondent Annual Report」 composed of OOH advertisement policy and statistical data on abroad
Publishing specialized teaching materials through cooperating with OOH advertisement association
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Out of Home Advertising Foreign
Correspondent Annual Report -
00H Advertising theory and practice