Korean corporations spent more than 2.5 trillion won on advertisements on Facebook and Instagram, operated by Meta, last year. Among the corporations, Coupang was found to be the most exposed. Sensor Tower released the '2024 Digital Advertising Insights for the Korean Market' report on the 17th.
According to Sensor Tower, the total digital advertising expenditure in the Korean market on Meta's primary advertising channels, Facebook and Instagram, was recorded at $1.75 billion (2.5436 trillion won) from January to November last year. The total number of exposures reached approximately 48 billion, with shopping being the category with the highest number of exposures. In terms of advertisers, 'Coupang' ranked first, followed by 'Samsung' and 'Temu.'
Digital advertising expenditure on Instagram and Facebook platforms in the Korean market has been increasing monthly, reaching $200 million (290.76 billion won) in November, which is 1.6 times higher than in January. The growth of the Instagram platform was more pronounced than that of Facebook. Last year, the cumulative exposure number of Instagram in the Korean market exceeded 32.4 billion, recording double the cumulative exposure of Facebook.
'Coupang' recorded 14.7 billion digital ad exposures on Korean Instagram and Facebook channels during the same period, securing the top position in brand exposure rankings. Korean brands in the technology sector, such as 'Samsung' and 'LG,' along with health and beauty brands like 'Olive Young' and 'APR,' also listed among the top 10. Overseas brands like 'Temu,' 'Alibaba,' and 'Adobe' also made it into the top 10.