BusinessWire
Perion Network is staking its claim in South Korea’s booming digital out-of-home (DOOH) market through new partnerships with telecom giant KT Corporation and media firm NHN AD. The announcement marks Perion’s first direct programmatic supply integrations in Korea—and a significant move to deepen its advertising footprint in the Asia-Pacific region.
It’s a timely bet. The APAC DOOH market is projected to swell from $21.64 billion in 2025 to $38.71 billion by 2030. That kind of growth is hard to ignore—and Perion clearly isn’t.
Programmatic Gets a Subway Upgrade
KT becomes the first Korean media owner to implement Perion’s header bidding tech—a core element of its supply-side platform. That move enables seamless access to global programmatic demand across both open and private marketplaces.
This isn’t just backend plumbing. The integration brings Perion’s programmatic capabilities to 179 digital screens across two major Seoul subway lines: the Shinbundang Line and Line 9. These are not obscure corners of the metro system—they’re premium, high-traffic corridors.
Targeting the Fit and the Flush
NHN AD will serve as the local activation partner, overseeing private marketplace deals and onboarding local publishers and advertisers. More importantly, NHN is extending the DOOH experience to a different kind of high-traffic zone: premium fitness clubs and golf driving ranges.
With 85 screens targeting high-income audiences focused on wellness and self-care, Perion is moving beyond traditional retail signage into lifestyle environments—an increasingly valuable segment for brand advertisers.
A Playbook for APAC
“This partnership validates our strategy of entering high-value markets through deep tech integrations and trusted local players,” said Tal Jacobson, Perion CEO. “KT and NHN AD help us scale our global premium supply while delivering performance for advertisers.”
The collaboration also aligns with Perion’s broader pivot toward high-margin channels like DOOH—a space that blends the creative canvas of TV with the targeting power of digital.
By localizing tech with KT and activating reach with NHN AD, Perion is laying down a model that could be replicated in other APAC territories. In a market where legacy media still dominates, this kind of scalable, digital-first play could become a blueprint for cross-border growth.
Bottom Line
Perion’s Korea debut isn’t just about putting more screens in more places—it’s about threading global programmatic scale into high-value local contexts. With KT and NHN AD onboard, the company is positioning itself to ride the next wave of DOOH growth—on the subway, in the gym, and beyond.
