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What do those in their 40s think about digital advertising in Korea?

Whilst having grown up without digital technology as we know it, those in their 40s in South Korea are still powerful consumers and prolific spenders in the online market. Following up from our previous blog post illustrating the daily habits and trends of those in their 40s in South Korea in consuming media, this article will discuss the awareness levels, and influence of display ads, video ads, and influencers, in the realm of digital advertising, as well as their opinions on them.

When considering display advertising, respondents found that advertisements on the main page of search portals were the most eye-catching and grabbed their attention, followed by native advertising, and in-app pop ups. Similarly, in terms of video ads, ones that appear on the home/main page once again grab the most attention, ensued by in-stream videos, and in-app video advertisements once again coming in third.

As previously outlined, given that less than 20% of individuals identified as not watching short-form content, this style of media and advertising is relevant to this age group. Responses found that informational advertising gets people paying the most attention overall (41%, 40%), in terms of gender however, women pay the most attention overall to product placement (45%). Whilst men are still most tuned into informational style advertisements, they also find challenge type videos catch their eye (35%).

So, how do they feel about them?

Examining attitudes towards different aspects of digital advertisements was also undertaken, revealing the likes, dislikes, and preferences of those in their 40s. To begin with, it was found that 48% of individuals prefer ads to finish within 5 seconds, with the ideal amount of times to view an advertisement in order for it to be the most memorable being 2-3.

As consistent with younger generations, ads that cannot be skipped create the most discomfort at 63%, and 68% of respondents found ads which fall under this category do have a negative impact on the perception of the product and overall brand. Further, pre-roll ads, as opposed to mid-roll ads were found to be more memorable (65%).

When asked about the newer “short-form” style of video advertisement presented in a vertical frame rather than traditional horizontal, the majority of respondents felt indifferent about it (48%), while 10% didn’t like it, and 42% thought it attracted their attention more.

Considering what factors could make ads less dislikable, 52% found that content related to what they are interested in could make a positive difference, as well as 35% agreeing that using a favorite celebrity or model would be more well received. On the other hand, respondents did not find it was the case for ads which play before or during while trying to watch content.

How to convince them to purchase?

There are multiple types of advertisements which are most likely to inspire purchase the most among those in their 40s in Korea. Primarily, keyword advertising is the most influential overall, followed closely by product placement - which is more interesting to men, and influencer recommendations which sway women to a similar extent.

While influencers still play an important role for this demographic, those in their 40s seem to be less swayed by them than their younger counterparts, not feeling as strongly in their opinions. 43% of individuals check whether influencer content is advertising, and similarly, 42% of individuals see no problem with sponsored content as long as it is disclosed.

In order to reach consumers across different age demographics, it is essential to understand the differences in the ways they engage with, and think about, digital advertisements. At Waterbe, we are uniquely positioned to access consumers from all backgrounds in Korea.

To get more information about the South Korean market and digital marketing strategies, find us at Waterbe Corp.


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