KT Uses AI and Actual TV Viewing Data to Improve Broadcast Ad Efficiency

[Financial News] KT is using artificial intelligence (AI) and actual viewing data from approximately 9 million Genie TV set-top boxes to increase broadcast advertising reach. The company identifies viewers who have not been sufficiently exposed to an ad and delivers additional ads to them. It also analyzes performance during campaigns to refine advertising strategies.
KT announced on the 30th that it had signed a business agreement with OA Korea and would introduce the next-generation broadcast advertising solution 'Incremental Reach.'
Developed by the two companies, Incremental Reach analyzes viewers who were not exposed to ads or were exposed only infrequently during existing advertising campaigns. The solution is designed to expand additional ad reach.
KT analyzes campaign progress and advertising reach performance using actual viewing data collected through approximately 9 million Genie TV set-top boxes. Based on this data, OA Korea proposes ways to optimize advertisers' budgets and channel operation strategies. The goal is to reduce repeated ad exposure among the same viewers and expand the customer base reached by ads with limited budgets.
Unlike the conventional practice of assessing performance after an advertising campaign ends, the solution uses actual viewing data to track reach during the campaign. A dashboard shows reach and performance by campaign, while AI also suggests improvements to increase advertising efficiency.
According to KT's internal testing, the reach of advertising campaigns using Incremental Reach was approximately twice that of conventional broadcast advertising campaigns under the same budget and duration.
The two companies plan to expand their partnership into more advanced advertising performance measurement, the development of new advertising products, and the creation of data-driven media strategies.
Hwang Min-sun, an executive director overseeing KT's advertising business, said, "We will help advertisers improve their advertising performance more quickly and precisely."
[email protected] Choi Hye-rim Reporter