Kakao Mobility Unveils Seamless Campaign Strategy Linking Online and OOH Advertising Media

Kakao Mobility has outlined an ambitious plan to transform itself from a mobility service provider into a fully integrated 'Online + OOH advertising platform', combining movement data with media technology to create what it described as a seamless consumer media environment.

The company said it successfully hosted its annual partner conference, “2026 MEDIA DAY: SHIFT - Now Platform,” on April 29 at the Conrad Hotel in Seoul. More than 500 participants from the South Korean advertising industry, including advertisers and agency executives from finance, commerce, food, beverage, and fashion sectors, attended the event.

Using the theme “SHIFT,” Kakao Mobility presented a strategy that moves beyond the traditional single media channel model. The company said it aims to connect online and offline advertising through its large scale mobility data and user behavior insights.

Its model focuses on the full consumer journey, from search and booking to boarding and arrival. By integrating these touchpoints, Kakao Mobility plans to build a continuous media ecosystem where brands can engage consumers across multiple stages of daily movement.

The company also said it intends to expand the value of physical spaces through content and technology, turning cities into large scale media platforms.

Entertainment partnerships were a key highlight of the event. ONEW of SHINee and members Rio and Junseo from Alphadrive1 appeared as guest speakers to discuss campaigns developed with Kakao Mobility.

ONEW said his recent album campaign, “TOUGH LOVE,” used multiple mobility based media channels including the Kakao T app, taxi exterior advertising, RSE displays, and panoramic media at Seoul Station to connect with fans during their everyday journeys.

Alphadrive1 said the connected media environment helped the group reach audiences naturally across the city rather than in one limited venue, effectively turning urban spaces into a stage for fan engagement.

The conference also featured campaign case studies with leading brands such as Dr.G and Hyundai Card. Speakers said Kakao Mobility’s advertising technology allows brands to go beyond simple exposure and design more meaningful brand experiences based on movement context.

Ryu Geung-seon, Chief Executive of Kakao Mobility, said the company is proving new marketing possibilities by seamlessly connecting everyday life and brands through proprietary movement data and technology.

He added that the company will continue expanding partnerships and upgrading its technology infrastructure to build an advertising ecosystem optimized for mobility environments.