Advertising agency INNOCEAN, part of the Hyundai Motor Group, is accelerating its efforts in the digital out-of-home (DOOH) advertising market in major business districts in Seoul, it said on the 17th.
A notable example is the video content showcased on a giant screen installed in front of Shinsegae Department Store's main store in Myeongdong, Seoul, which spans 1,292.3 square meters, equivalent to the size of three basketball courts.
The 'Timeless Moment' that INNOCEAN introduced last January was created as a time announcement content every hour to emphasize the cultural and historical significance of the main store of Shinsegae, the first department store in Korea built in the mid-20th century.
Last year, the company collaborated with the Korea Heritage Service and the Cultural Heritage Technology Research Institute (TRIC) to restore the modern cultural heritage 'Bronze Dragon' into immersive 3D media art. Although it was partially damaged, including its beard and front claws, when excavated in 1997, the restoration closely resembles the actual original using digital technology, according to the company.
Additionally, INNOCEAN has released 'Weather-linked media art' in collaboration with social startup Kimu Studio. The content is linked to a public data portal API every 10 minutes, based on the actual weather data one hour ahead for the current area. On cloudy days, content themed 'cloudy' automatically plays, while on snowy days, the 'snow' themed content plays automatically.
Kim Jae-pil, Deputy Minister of INNOCEAN Media eXperience, said, 'We will continue to enhance urban branding through DOOH by planning content that the general public can enjoy, beyond simple commercial content delivery.'