KT launched Baro Ad 2.0 on Tuesday, an upgraded version of its integrated advertising platform Baro Ad.

Baro Ad is a direct-sales platform that allows advertisers to carry out the entire process from ad planning to execution themselves.

Baro Ad 2.0 supports integrated operation of KT outdoor and IPTV advertising and partner media on a single platform. Previously, advertisers had to sign contracts and run campaigns by medium, such as outdoor and IPTV. They will now be able to link various media and execute ads at once.

It also discloses ad products, pricing and execution status by medium in real time. It minimized intermediate distribution steps to increase transparency in ad transactions and reduce cost burdens.

KT also provides data-based advertising services that combine floating population and commercial district analysis, traffic volume and past ad execution data. It introduced AI that recommends suitable media by analysing ad objectives, business category, region and budget.

KT plans to expand targeted ad products that reflect characteristics by medium and region using OTS (Opportunity To See), which refers to estimated floating population exposed to ads. It will convert Baro Ad 2.0 into a programmatic-based CPM (cost per 1,000 impressions) product to strengthen ad execution efficiency and transaction transparency.

Kim Byung-jin (김병진), an executive director and head of KT's Media Business Division, said, "Based on KT's data and AI capabilities, we will create an environment where advertisers can execute ads easily and efficiently."