"What advertisers want is not flashy AI (artificial intelligence) technology, but actual ROI (return on investment)."
Lee Bo-hyuk, Head of Sales for Ad Cloud Solutions at Appier Korea, stated in an interview with Money Today on the 5th that "what will determine a company's competitiveness is not how well it builds AI, but how much business results it delivers," adding, "Ultimately, what gets chosen in the market is AI that produces results."
Founded in Taiwan in 2012, Appier is an AI-native AaaS (Agentic AI as a Service) company that provides AI-based advertising and marketing solutions.
The head of sales diagnosed that the competitiveness of the advertising market in the generative AI era is shifting from 'targeting' to 'creative.' He explained, "Most platforms now offer machine learning-based targeting, so it's no longer about who sees the ad, but what images, videos, and copy are shown that determine performance."
Appier uses VLM (vision-language models) and agentic AI to generate and improve advertising materials, optimizing campaigns according to advertisers' KPIs (key performance indicators). It focuses on analyzing the entire process from ad exposure to purchase to increase actual ROI.
This strategy has led to tangible results. Nexon's "Dungeon & Fighter Mobile" saw in-app payments increase by 1.4 times, while "KartRider Rush Plus" experienced a 55% rise in conversion rates (CVR) among retargeted users. Gmarket also improved its click-through rate (CTR) by more than 25% after applying generative AI-generated ad copy.
The head of sales noted, "As AI takes over repetitive tasks, marketers will be able to focus more on strategy and decision-making," and added, "In the future, AI that delivers measurable business results will become more competitive than technology itself."
in TECH
