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How do Millennials in Korea feel about digital advertising?

The South Korean millennial generation in their 30s who grew up alongside the internet in their adolescence have witnessed remarkable change in its existence over the years, and certainly hold opinions on all things digital. As the fourth in this series, this article will discuss how those in their 30s in South Korea perceive digital advertising efforts online - across display, video, short-form, and influencer advertisements.

Seamless experience: Minimising disruption to increase awareness

Amongst different styles of display ads, both genders found that native ads which appear and integrate naturally like real content, (such as promoted listings during search, and recommended content within articles) were the most effective in gaining their attention, followed by main displays on sites, and full page displays on apps.

Similarly in relation to video, those featured as main site advertisements on portals attracted the most attention, followed by in-stream (pre-roll and mid-roll) advertisements, and social media video advertisements. Native video ads that appear naturally were also found to be more effective for men than women.

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Considering short-form style videos, product placement is the most attention grabbing form of advertisement, which naturally integrates itself into content, rather than overtly seeming like an ad. Informational content outlining product features, as well as influencer advertisements with reviews and recommendations were next. Importantly, considering the ‘short-form’ vertical style video advertisement versus the traditional horizontal ad, 47% found that they attracted more attention. Comparatively, 63% of those in their 20s favored the vertical style.

Attitudes and opinions: Video ads

Looking into the attitudes of men and women in their 30s surrounding these video advertisements revealed some key insights:

  • Most preferred to watch video ads below 10 seconds

  • 73% of respondents found pre-roll ads to be more memorable than mid-roll

  • 72% of individuals find ads that cannot be skipped make them very uncomfortable

  • 69% felt that ads which make them uncomfortable lead to a negative perception of the product

  • 41% disagree that pre-roll ads were less objectionable than other forms of advertising

  • 51% agreed that advertisements related to content they like are received better

Korean video ads statistics


When it comes to inspiring purchase, influencers are still the most powerful choice followed by product placement - which men find particularly trustworthy. Similarly, women are more swayed by keywords, and social media advertisements.

While watching influencer content, 54% of individuals check whether content is sponsored, with 58% not minding advertisements as long as they are disclosed. Both numbers are lower than those in their 20s, who sit at 58% and 64% respectively. Interestingly, those in their 30s are much more likely to refuse watching influencer content after seeing commercial advertisements (55%), compared to those in their 20s (38%), emphasizing that content which is informative, entertaining, or provides some other perceived benefit is a more effective way to generate a positive response to this age group.

Ultimately, whilst having some similarities to their younger peers, those in their 30s in South Korea have unique attitudes and opinions when it comes to digital advertising, a nuance which is essential when targeting the age group.

To get more information about media trends and digital advertising opinions of those in their 20s, as well as the broader South Korean market and effective digital marketing strategies, find us at


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