Kakao Mobility said on Wednesday it has signed a business agreement with District and will cooperate on a next-generation digital out-of-home advertising (DOOH) business using a giant panorama screen at Seoul Station. The two companies plan to jointly develop a next-generation outdoor advertising business model combining Kakao Mobility’s advertising platform technology with District’s media art content capabilities.

District provides an integrated DOOH platform service that directly develops media business rights and enhances spatial value and media competitiveness through content operations via its media art-based digital out-of-home advertising business, D’Canvas. The company is a digital design specialist that has presented media art works such as COEX’s “Wave,” New York Times Square’s “Waterfall NYC” and “Whale No.2.”

Kakao Mobility plans and develops the technology infrastructure for building next-generation DOOH by combining an integrated CMS with its own advertising platform technology that automates the entire process from ad delivery to data analysis. It has an integrated CMS technology that manages about 40,000 outdoor media in real time, as well as its “OneSync” technology that delivers a single piece of content to multiple digital signage displays.

As a first project, the two companies will present six signature works by District on the giant panorama screen inside Seoul Station for one year starting in April. District will supply content licences designed to heighten immersion with a long pacing of more than 180 seconds by analysing the spatial characteristics of the Seoul Station platform, and Kakao Mobility will support an optimised delivery infrastructure through its own advertising platform technology.

Through the project, the two companies plan to build a case of an organic combination of platform and content and later seek synergy to expand services into global markets based on it.

Kakao Mobility CEO Keuk-seon Ryu (류긍선) said, “Kakao Mobility is expanding the scope of mobility beyond simply supporting movement, to creating value in the experience of the journey and the spaces where people stay.” He added, “Through cooperation with District, we will present a next-generation outdoor advertising model that has both ‘content competitiveness’ and ‘platform technology capabilities’.”