DraftType Positions Data and AI as New Standard for OOH Marketing in South Korea

South Korean OOH Adtech company DraftType has used its first advertising technology conference to argue that Out of Home advertising should be planned and measured with the same discipline long applied to digital media.

At the company’s inaugural event, 2026 First Half Advertising Technology Forum: BEYOND, more than 120 people registered to hear how data, mobility insights and artificial intelligence can reshape offline marketing.

Daehee, Kim, chief executive of DraftType, said the industry must confront a long standing imbalance between digital and traditional media measurement.

“Marketers track CPC, CTR and ROAS down to decimal points in online advertising. But for OOH, planning often still ends at the idea that a large display in a good location will be enough,” he said.

According to Kim, the issue is especially important because South Korea’s OOH market represents annual spending ranked 7 in World OOH market, yet many advertisers still struggle to verify how effectively campaigns reach intended audiences.

“Brands commit significant budgets, but often cannot clearly feel or prove the outcome. OOH is then dismissed with the phrase that branding effects are naturally hard to measure,” he said.

DraftType said it has spent the past several years building technology to address that gap. Its work includes audience analysis based on offline movement data, AI driven creative planning and automated production, and media planning models that treat OOH more like performance marketing.

Kim acknowledged the development process was not without setbacks.

“Some projects worked well, and some failed badly. But through that process we accumulated data and insight that we now believe is meaningful enough to share with the market,” he said.

The conference presented DraftType’s four stage framework covering goals, strategy, media selection and measurement. The company said advertisers should begin with clear awareness or audience targets, then use reach and frequency models, mobility data and post campaign studies to validate performance.

DraftType also demonstrated proprietary tools including an advertising mapping platform, exposure simulation technology and eye tracking based creative testing.

Industry analysts note that as digital performance channels become more sophisticated, demand is increasing for stronger accountability in brand media. In that environment, measurable OOH is emerging as a strategic priority for the Korean advertising market.

For DraftType, the message was direct: offline media should no longer rely on instinct alone. It can now be designed, optimized and proven through data.