South Korean Newspaper Companies Find New Growth in Giant Digital OOH Screens

South Korean newspaper companies are building a new source of revenue through giant digital billboards, as traditional print advertising and readership continue to decline.

The trend was recently highlighted in an opinion article contributed to Journalist by Lee Sung min, Professor of Media and Visual Studies at Korea National Open University. In the article, Lee noted that large digital screens are becoming both a business asset and a new public media space for newspaper companies.

The shift became more visible during a recent BTS comeback live event at Gwanghwamun Square in Seoul. Giant screens on nearby buildings carried branded visuals linked to the performance, showing how outdoor media can now play a major role in public events, entertainment marketing and brand campaigns.

Industry observers say the growth has been supported by South Korea’s Free OOH Display Zone policy, which eased some outdoor advertising rules in selected districts. After early success in Seoul’s COEX area, the model has expanded to Gwanghwamun, Myeongdong and Busan’s Haeundae district.

Several newspaper companies have moved quickly into the sector. JoongAng Ilbo has expanded its digital out of home portfolio through premium screens in major business and retail areas. Other publishers with landmark buildings in downtown Seoul are also turning their facades into high value media assets.

Korea Economic Daily has also strengthened its outdoor media business, including operations at Seoul Incheon International Airport, one of Asia’s busiest aviation hubs.

Regional media groups are following the same path. In some cities, broadcasters and publishers are using LED screens, rental space and property assets to offset weaker local advertising demand.

Market data shows strong momentum. South Korea’s digital out of home sector continues to grow even as the wider advertising market faces pressure. Advertisers are attracted by large format screens, flexible scheduling and the ability to connect campaigns with mobile and social media.

For newspaper companies, however, the opportunity is clear. Giant digital screens are no longer only ad boards. They are becoming new media platforms that connect publishers with citizens in daily urban life.

As the market develops, long term success may depend not only on revenue, but on whether these screens can provide useful, creative and meaningful experiences for the public.