[DigitalToday reporter Jin-ho Lee] KT is introducing a solution that uses AI and measured TV viewing data to improve the reach efficiency of broadcast advertising.

KT said on Tuesday it signed a business agreement with OAG Korea (Omnicom Advertising Group Korea) and will roll out a next-generation broadcast advertising solution called Incremental Reach.

OAG Korea is an advertising agency group that operates global advertising and media networks such as TBWA, BBDO, OMG and Mediabrands.

Incremental Reach, jointly developed by the two companies, analyses viewers who were not exposed to ads or were exposed infrequently in existing campaigns and expands additional ad reach. KT analyses campaign progress and ad reach performance using measured viewing data collected from about 9 million Genie TV set-top boxes. OAG Korea proposes ways to optimise advertisers' budgets and channel operating strategies based on the analysis.

While existing broadcast advertising analysed performance after campaigns ended, Incremental Reach can also check reach status during a campaign based on measured data and refine strategy.

The dashboard lets users check ad reach status and performance by campaign. AI proposes improvements to increase advertising efficiency based on the analysis results. Advertisers can use measured data not only to analyse performance but also to apply actual execution strategies. In KT's internal verification, using the same budget and period, campaigns using Incremental Reach showed reach rates of about twice the level of existing broadcast advertising campaigns.

Hwang Min-sun (황민선), an executive director in charge of KT's advertising business, said, "It is important that measuring advertising performance does not stop there but leads to actual improvements." He added, "Based on KT's measured data and AI technology, we will support advertisers so they can raise advertising performance faster and more precisely."