In 2024, the Korean out-of-home (OOH) advertising market reached approximately KRW 4.624 trillion, marking a 7.1% year-over-year growth. This significantly exceeds both the national economic growth rate (2.0%) and inflation rate (2.3%), demonstrating strong intrinsic growth momentum despite macroeconomic uncertainty.

By sector, the production and installation segment recorded approximately KRW 2.891 trillion (+2.0%), while the media agency segment grew to KRW 1.733 trillion (+16.7%). Notably, Digital Out-of-Home (DOOH) advertising accounted for around 36% of the total market (KRW 1.66 trillion), achieving a 10.4% growth rate, nearly double that of analog OOH (+5.3%).

2. Digital Transformation (DOOH) – Key Trends

DOOH has rapidly expanded its share from 17.5% in 2017 to 36% in 2024, more than doubling within seven years.

Following the introduction of designated digital signage zones in urban areas, large-scale digital displays have proliferated in major commercial districts such as Gangnam (Samseong-dong) and Myeongdong. With the integration of technologies such as 3D anamorphic displays, AR, and interactive media, OOH advertising is evolving from a simple exposure channel into an experience-driven media platform.

3. Paradigm Shift in Measurement — Standardization of Three Key Metrics

 Historically, the biggest limitation of OOH advertising has been the lack of transparent performance measurement. The number of pedestrians passing near billboards was often the only available metric, making it difficult to determine actual ad exposure.

In late 2025, the “OOH Measurement Standardization Alliance,” consisting of 35 major stakeholders across advertising, media, and telecommunications industries, officially established a standardized three-tier measurement framework for DOOH performance.

* P2ACH AI participates in this alliance as a data provider.

Among these, the third metric—“Attentive Audience”—leverages Vision AI cameras to determine in real time, via on-device processing, whether a passerby actually looked at an advertisement for at least one second.

This enables advertisers to simulate expected reach and frequency during campaign planning, and to validate ROI post-campaign using actual measured data.

4. P2ACH AI — A Leading Company Driving the Market with Vision AI

At the forefront of this transformation is P2ACH AI.

Founded in 2021, P2ACH AI is leading the digital transformation of the OOH market through its proprietary Vision AI technology. The founding team consists of AI PhD-level experts with over a decade of experience in autonomous driving and facial recognition, along with engineers from leading tech companies such as Naver and Kakao. Its core algorithm is based on gaze tracking technology derived from autonomous driving systems.

Core Solution

P2ACH AI’s flagship Vision AI-based OOH and retail media solution installs cameras and edge devices on billboards and retail stores to analyze gaze direction, dwell time, gender, and age of passersby in real time.

These insights are delivered instantly to advertisers and media operators via a web-based dashboard, enabling data-driven optimization of advertising strategies.

A key differentiator is its on-device (edge) processing architecture. Personal visual data is analyzed and immediately discarded on-site without being transmitted to external servers, ensuring strong compliance with strict privacy regulations—particularly in markets such as Japan.

This enables advanced use cases such as automated targeted ad delivery, where, for example, fashion ads for women are prioritized during time periods with high traffic of women in their 20s–30s.

Global Expansion and Growth Trajectory

In 2025, P2ACH AI secured KRW 3 billion in Pre-Series A funding, validating its market potential. The investment is being allocated to lightweight deep learning model development, privacy-enhancing technologies, and AI-driven content generation.

The company is also demonstrating tangible global traction, including:

Supply contracts with retail stores under Shizuoka Railway Group in Japan

A hotel DX partnership with Hoshino Resorts, Japan’s leading resort operator

An MOU with NEC Networks & System Integration, a subsidiary of NEC Group, for joint development of AI video analytics

P2ACH AI has successfully secured consecutive deals in Japan—one of the most demanding markets globally—and is accelerating expansion into Southeast Asia, particularly Vietnam.

5. Key Transformation Summary

The Korean OOH market is now undergoing a fundamental transformation—from a simple digital display expansion to a performance-driven media ecosystem built on Vision AI-based measurement infrastructure.
At the center of this paradigm shift is the advanced technology of P2ACH AI.

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