Naver announced that it held the 'Naver Entertainment Day 2026' conference at its 1784 headquarters on October 22, revealing advertising strategies tailored for the entertainment sector.
The event focused on sharing Naver's customized marketing strategies optimized for promoting K-Pop artists.
Naver emphasized its use of popular services among users aged 10 to 20, such as Naver Maps, Chijijik, Webtoon, and KREAM, as platforms for entertainment communication.
In July, the idol group 'LISSEN' conducted a marketing campaign for their digital single across major mobile services, including Naver Entertainment, for about two weeks. This campaign resulted in a 1.8-fold increase in search exposure and a 1.6-fold increase in clicks compared to the average.
The conference also highlighted several key features: the virtual production studio Vision Stage established at 1784, customized advertising and branding campaign design for entertainment intellectual property (IP), strategies for utilizing Naver's digital outdoor advertising, and Naver's content services tailored for entertainment, such as Clips and Chijijik.
Notably, Naver introduced case studies on its AI-based digital outdoor advertising (DOOH) solution, 'AdBoost Screen,' launched last November. This solution allows for targeted advertising across various offline media, including cinemas, billboards, public transport, convenience stores, and elevators.
Naver has expanded its advertising business offline through AdBoost Screen, applying its proprietary video AI technology, 'AutoClip AI,' to automatically adjust the size and aspect ratio of ad videos to fit the specifications of different media. The entire process, from ad registration to review and execution data verification, is managed within a single system. According to Naver, outdoor advertising is currently being executed through AdBoost Screen across 359,000 digital media in 17 provinces nationwide.
Additionally, Naver conducted integrated marketing linked to AdBoost Screen during the comeback periods of K-Pop artists such as 'IVE' and 'LISSEN' this year.
Lee Jong-min, head of Naver's Business Monetization Division, stated, "Through the Naver Entertainment Day 2026 event, we discussed growth strategies with advertisers in the entertainment industry. Naver will strengthen its support for the revival of the domestic entertainment industry based on the media content technology and service competitiveness we have accumulated over a long period."
* This article has been translated by AI.
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