Seoul’s Digital Media Belt Proves Value for Public Campaigns and Cityscape Improvement

Just one year after its launch, Seoul’s Digital Media Belt along the Olympic Expressway has achieved high public awareness while also improving the city’s landscape and delivering effective public service campaigns.

According to a recent survey conducted by the Korea Outdoor Advertising Center, 91.3% of drivers and passengers who traveled through the Yeouido–Dongjak section within the past month said they had seen the Digital Media Belt.

The survey, carried out by Korea Research, included 300 respondents who regularly use the route.

One of the network’s key features is its synchronized display system, where a single piece of content is shown across six digital billboards. More than 70% of respondents said this format delivers messages more effectively than traditional standalone screens.

The Digital Media Belt also received positive feedback for its contribution to the urban environment. Nearly two-thirds of respondents said the digital displays blend well with their surroundings and help improve the cityscape.

Public service content has been another important part of the project. Campaigns have included cultural programs from national museums, disability awareness initiatives, traffic safety messages, and live broadcasts of the first sunrise of the year.

Overall, 76.2% of respondents said these public campaigns provide useful information. Many also expressed interest in seeing more emergency alerts and road safety messages on the network.

The survey found that audiences are open to new content formats as well. While some respondents felt that static images can be less engaging, 62% supported the introduction of subtle motion graphics that could improve attention without affecting driver safety.

Cha Byung-jun, Director of the Korea Outdoor Advertising Center, said the organization has focused on balancing commercial value, public interest, and road safety since the network launched.

“The survey shows that the Digital Media Belt is not only an advertising platform but also a trusted public communication channel,” he said. “We will continue to improve the quality of content while keeping safety as our top priority.”

Based on the survey results, the center plans to expand public-interest programming and gradually introduce motion-based content in a safe and responsible manner.