Korean IT Giant Naver Expands K-Pop Promotion Across South Korea with AI- powered 359,000 DOOH Screens

South Korean Giant technology company Naver is expanding its digital out-of-home (DOOH) advertising strategy to promote K-pop artists, connecting nationwide digital screens with its online platforms to reach younger fans and strengthen audience engagement.

The company outlined its entertainment-focused advertising strategy at Naver Entertainment Day 2026, held at its headquarters in Seongnam, South Korea. The conference brought together representatives from major entertainment companies, including SM Entertainment, JYP Entertainment and YG Entertainment, to explore new opportunities for promoting K-pop artists.

Organized in partnership with Glink Media, an official Naver advertising partner, the event highlighted how DOOH advertising can complement search, video streaming and other digital services to create integrated marketing campaigns.

A key focus was ADVoost Screen, Naver’s AI-powered DOOH advertising solution, launched in November 2025. According to Naver, the platform provides advertisers with access to approximately 359,000 digital advertising displays across South Korea’s 17 major administrative regions.

The network covers a broad range of locations, including cinemas, outdoor digital billboards, public transportation, convenience stores and elevators. This extensive coverage enables entertainment companies to promote new music releases and artist activities across locations where consumers travel, shop and spend their daily lives.

Naver also emphasized the role of its popular digital services, including Naver Map, CHZZK, Webtoon, KREAM and Clip, in reaching teenagers and consumers in their twenties, who represent a significant segment of K-pop fandom.

By combining these services with DOOH advertising, Naver aims to establish a connected promotional experience in which fans encounter artist-related content in public spaces and continue engaging with it online.

The company highlighted campaigns involving K-pop groups IVE and RESCENE as examples of its integrated marketing approach.

In July, RESCENE conducted a two-week campaign to promote a digital single through major Naver mobile services, including its entertainment section. According to Naver, search impressions increased to more than 1.8 times the average level, while clicks rose to more than 1.6 times the average.

Naver attributed the results to increased audience interest and additional searches following exposure to promotional content. The figures, however, reflect reported campaign performance rather than independently verified results attributable specifically to DOOH advertising.

The company’s strategy connects physical advertising exposure with digital audience engagement. For example, fans may first discover an artist’s comeback campaign on a DOOH screen, search for additional information on Naver and then watch related video content through CHZZK or Clip.

The conference also introduced Naver’s VISION STAGE virtual production studio and discussed customized advertising campaigns using entertainment intellectual property.

For Korean OOH industry, Naver’s strategy reflects the growing importance of integrating physical advertising networks with digital platforms. Rather than operating solely as a brand awareness channel, DOOH can serve as an initial consumer touchpoint that encourages further interaction through search, video and online communities.

This approach is particularly relevant to K-pop marketing, where coordinated promotional campaigns and sustained fan engagement play important roles in supporting new music releases and artist activities.

Lee Jong-min, Naver’s head of business monetization, said the company would continue strengthening cooperation with entertainment advertisers by using its media technology and digital service capabilities.

Naver plans to expand its partnerships with major entertainment companies, combining its nationwide DOOH network with search and content platforms to support K-pop promotions across both physical and digital environments.