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|
|B||1||-||managed bt KOOHAC|
|D||5||-||managed bt KOOHAC|
|F||5||-||managed bt KOOHAC|
|a single billboard||7||JeonHong|
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.
01.Why we do this project
* 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
Best practices of the project
1. Buk Plaza, Namdong-gu, Incheon / 2018
2. Bongpyeong-gu, Pyeongchang-gun, Gangwon-do / 2017
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 areaClick to see signboard photos
Developing 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
01.Education program for OOH advertisement
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 billClick to see Cyber Academy program 2. Offline Education Program
For 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. And education program for OOH advertisement certification exam is also under way.
College students can assign for vacation program which includes field trip exploring free outdoor advertising zone.
Public officers’ regular education program
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 dataClick to see OOH advertisement statistics
03. Sharing OOH advertisement research and materials
Research on OOH advertisement administration system, OOH media, OOH Advertisement Administration Law and Regulations
Study of digital taxi top advertising pilot project
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
Out of Home Advertising Foreign
Correspondent Annual Report
00H Advertising theory and practice