Ads for small and medium-sized businesses (SMEs) created using Naver's AI, previously viewable on table ordering systems, convenience store screens, and elevator waiting displays, are now being broadcast on television.
According to Naver on the 14th, Naver's "Digital Out-of-Home Advertising (DOOH)" has been displayed as "Qton Ads," a form of regional advertising, on IPTV (Internet TV) services from three major providers—SK Broadband B tv, KT Genie TV, and LG Uplus U+tv—since the 12th. Qton Ads are advertisements broadcast in real time during live programming through IPTV services in regions designated by advertisers. Naver estimates that these ads will reach approximately 20 million households nationwide.
Naver's Digital Out-of-Home Advertising is a specialized product launched in December of last year, tailored for business owners on the Naver Place platform, who are predominantly SMEs. It is derived from "ADVoost Screen," which had previously focused on large-scale media such as electronic billboards and movie theaters. When advertisers set their target region and budget, Naver automatically allocates the budget across lifestyle-oriented media—such as table ordering systems, convenience stores, and elevator waiting screens—and displays the ads. Digital Out-of-Home Advertising reaches various living spaces through approximately 359,000 digital screens located in 2,510 statutory districts nationwide.
A key feature of Digital Out-of-Home Advertising is its use of AI to simplify the ad execution process for SMEs that lack professional video production staff or budgets. When advertisers register a representative image on Naver's advertising system, Naver AI automatically produces video ad materials optimized for the target media. However, a limitation exists: options to exclude specific advertising media such as IPTV or to adjust the weight of each medium are not supported. A Naver official explained that this is intended to maintain the product's goal of lowering barriers to entry for SMEs by simplifying choices.
In May of last year, Naver declared its transition from an "advertising media" provider—exposing ads on its own services, portal, and search results—to an "integrated business platform" that intermediates advertising and optimizes performance. At the time, securing external advertising media was highlighted as a core task alongside AI-based efficiency improvements and strengthened consulting and advertiser management. This expansion is part of that strategy.
Starting on the 13th, Naver included businesses related to hospitals, clinics, and pharmacies in the list of eligible industries for Digital Out-of-Home Advertising. Given that medical-related advertising requires strict content management and review, these sectors were added after internal stability testing. To increase the utilization rate of Digital Out-of-Home Advertising, Naver has been running a "100% Refund Event for Digital Out-of-Home Advertising Fees" since last month. Advertisers who spend at least 1,000 won on ads will receive refunds in the form of Biz Coupons—usable for future Naver ad executions—of up to 300,000 won.
A Naver official stated, "Digital Out-of-Home Advertising is a product launched to enable SMEs and small business owners to execute outdoor advertising with efficient costs," adding, "We plan to further enhance the product by continuously expanding its reach through lifestyle-oriented media."
in TECH
