Six Massive Roadside LED Displays Power 'Roadblock Yeoui 12' Along Seoul’s Olympic-road

A mega-scale digital out-of-home (DOOH) display operated by All Is Well is earning favorable responses from commuters along Seoul’s Olympic-daero, as survey data suggest that the screen delivers not only advertising impact but also public value.

All Is Well’s flagship installation, 'Roadblock Yeoui 12', marked its six-month anniversary with a joint survey conducted with Korea Gallup Research Institute. The poll targeted 312 drivers and passengers using Olympic-daero, one of Seoul’s busiest arterial roads. Among the 220 respondents who recalled exposure to the media, 87.7 percent said the information and messages delivered by Roadblock Yeoui 12 were easy to understand and useful.

The findings indicate that the platform is resonating emotionally as well. Nearly eight in ten respondents, or 79.6 percent, said the content gave them a sense of enjoyment and positive energy, while 81.9 percent agreed that it contributes to the development of Korean culture. Industry observers interpret these results as evidence that the media has gone beyond conventional commercial advertising, maintaining a steady focus on informative and public-interest content.

In practice, public service announcements and media art make up the largest share of content on Roadblock Yeoui 12. The screen regularly features campaigns from local governments and public institutions, as well as cultural heritage-themed media art produced in collaboration with organizations such as the National Museum of Korea and the Korea Heritage Service. This programming strategy has positioned the installation as a symbolic gateway medium representing Seoul and the country at large.

Lifestyle-oriented content has also drawn positive feedback. Regular features include “Today’s Weather in Korea,” an at-a-glance forecast format; “Cheering for Office Workers on the Way Home,” designed to encourage commuters after long workdays; and real-time traffic updates. In 2025, the platform attracted public attention with a countdown campaign for the Seoul World Fireworks Festival 2025 and a student encouragement campaign reflecting the company’s brand philosophy, “All Is Well.”

High visibility and affinity were also confirmed in measures of advertising effectiveness. In the survey, 89.5 percent of respondents said the ads caught their attention, while 94.5 percent reported a favorable impression and 90.5 percent said they found the ads interesting. Respondents noted that the media maintains strong visibility without disrupting driving flow, reinforcing its image as a driver-friendly digital platform.

Brand recall was similarly strong. When asked about brand, product, or service advertisements seen on Olympic-daero within the past week, 87.7 percent of respondents remembered at least one. Analysts attribute this to the synchronized exposure across 12 digital screens—six in each direction—delivering a unified message throughout the corridor. Concentrated scheduling during commute hours and a vertical screen format familiar to mobile users also helped enhance recognition.

The presence of Roadblock Yeoui 12 appears to be influencing broader perceptions of the urban advertising environment. About 64.1 percent of respondents said the unified media format gave a cleaner impression than areas crowded with multiple disparate billboards, while 78.6 percent agreed that the installation harmonizes well with its surroundings.

Since launching full operations in July last year, Roadblock Yeoui 12 has provided a mix of useful information, cultural content, and brand advertising to millions of commuters, according to All Is Well. The company said it aims to continue showcasing the beauty of Korean culture and moments of everyday enjoyment, with the goal of evolving the platform into a landmark medium representing both Seoul and Korea.

The survey used a five-point scale, with agreement defined as responses of three, four, or five.