Korea OOH Advertising Center host AI and Public Content Strategies at 2026 Research Forum

The Korea OOH Advertising Center, a public organization supporting policy development and industry advancement for Korea’s OOH sector, hosted the “2026 First OOH Advertising Research Forum” at the Local Finance Hall in Seoul, bringing together industry experts, academics, and public officials to discuss content strategies for the digital era of OOH advertising.

Held under the theme “Content Strategy for OOH Advertising in the Digital Age,” the forum focused on the growing role of AI driven media, urban branding, and public content development within Korea’s evolving OOH landscape.

The event opened with a congratulatory speech from Jeong Seon Yong, Chairman of the Korea Local Finance Association, who emphasized the importance of balancing technological innovation with public value as AI and digital transformation reshape the advertising industry.

In the first session, Marie Park, CEO of Lumida and former content director for the Seoul Metropolitan Government, presented “AI Kinetic Media Convergence for Urban Branding and Marketing Solutions.” Drawing from her experience leading the development and operation of Seoul’s “Haechi” city character content, Park shared how AI powered kinetic media and immersive storytelling can strengthen city branding and public communication strategies.

The second session featured HoHyun, So of Imago Pictures, who discussed the evolving OOH production ecosystem and the role of public content. The presentation highlighted practical ways public institutions can adopt AI technologies to improve operational efficiency and reduce production costs.

So also stressed the need to evaluate not only advertising effectiveness but also public acceptance as digital media installations continue to expand in urban environments. Key evaluation factors included visual harmony with city landscapes, usefulness of information, viewer fatigue, contextual relevance, and contribution to urban branding.

A panel discussion followed with participation from advertising professors and officials from Busan’s Free OOH AD Zone, who shared field experiences and perspectives on AI adoption, public content, and regional urban branding strategies.

The forum concluded with closing remarks from Byung Joon, Cha, head of the Korea OOH Advertising Center, who called for continued collaboration and research to support the sustainable growth of Korea’s digital OOH industry.

The Korea OOH Advertising Center

The Korea OOH Advertising Center was officially established on May 30, 2008 under the Outdoor Advertising Management and Industry Promotion Act to support the advancement and modernization of Korea’s OOH advertising industry.

Operating under the Korea Local Finance Association, the center serves as a bridge connecting industry, academia, government, and media stakeholders while promoting healthier and more sustainable growth across the OOH sector.

The Korea Local Finance Association

The Korea Local Finance Association is a special purpose public institution established in 1964 based on the principles of mutual aid to help resolve financial challenges faced by local governments and support fiscal stability across Korea.

With local governments as its members, the organization operates mutual aid programs while managing local finance support funds and special disaster relief funds. It serves as Korea’s only specialized institution dedicated to local public finance administration and support.