Mobile and TV integration

Reading Time: 2 minutes

Social, search, mobile and TV is the first in a series of posts of observations and thoughts from my recent trip to Korea.

I was stuck by how mobile and TV advertising integration is achieved through QRcodes, search social and e-commerce. The consumer is surrounded in a brand membrane whilst at home in front of the TV.

Korea is known for being advanced in social networks and search engines. Twitter has a vibrant community there, but Me2Day gives it a good run for its money.

KakaoTalk is like a multi-platform version of BBM that brands are using to engage with fans and mature platforms like Cafe Daum, Naver and CyWorld can still school Silicon Valley on all things social.

The country also has a diverse and vibrant eco-system of television stations with a lot of content based around K-pop stars and celebrity participation. TV is available on mobile devices and is one of the main engines of popular culture. TV enjoys a viewership that you don’t see in the UK or Europe any more.

Given these two vibrant media eco-systems; advertisers and television commerce operations seek to do multichannel marketing. Here are some examples I took pictures of during a five-minute period during a mid-morning commercial break.


Daum Mobile search is suggested as Daum is known as a site that provides content of interest for women. Encouraging mobile use allows for an immediate call to action.

Han Hea Youn is a Korean fashion designer who sells her range of clothing via TV shopping channel. The QRcode at the top of the screen allows for the audience to get more information online and make a purchase.

Where the product isn’t specifically aimed at a female audience the commercials recommended a search term for Naver Mobile.

These commercial sections were not best-practice but indicated how true integrated multichannel has become a hygiene factor in Korean advertising campaigns. More related content here.