[Edaily Reporter Yun Junghoon ]KTCorporation(030200)has partnered with a global advertising agency group to unveil an AI-based next-generation advertising solution that dramatically boosts the effectiveness of TV commercials. By analyzing actual measurement data, the solution identifies new viewer segments that were not previously reached by existing ads, paving the way to increase ad reach by up to two times with the same budget.

KTCorporation announced on the 30th that it has signed a business agreement with OA Korea to develop and launch “Incremental Reach,” a broadcast advertising solution that utilizes AI and real-time TV viewing data.

OA Korea is an integrated advertising agency group that operates leading global advertising and media networks, including TBWA, BBDO, OMG, and Media Brands.

“Incremental Reach,” unveiled by the two companies, is a solution that expands reach by precisely analyzing viewer segments that were rarely or never exposed to ads in existing broadcast advertising campaigns.

KTCorporation rapidly and precisely analyzes campaign progress and ad reach performance based on actual measurement data from approximately 9 million Genie TV set-top boxes. OAG Korea then uses these analysis results to propose practical implementation strategies that optimize advertisers’ budget allocation and channel management strategies.

From the advertiser’s perspective, this approach reduces “ad fatigue”—the unnecessary repetition of ads to the same viewers—and minimizes budget waste, while enabling them to reach a wider variety of customers within a limited budget.

A key feature is the ability to move beyond the traditional approach—where advertisers only received results reports after the ad run had ended—to monitor reach status in real time based on actual measurement data even while the campaign is ongoing, allowing for immediate adjustments and refinements to strategy.

The solution displays campaign-specific performance at a glance via a dashboard and even provides specific recommendations for improving ad efficiency through AI-generated proposals.

According to KTCorporation’s internal pilot test results, when compared on the basis of the same budget and duration, campaigns using the Incremental Reach Solution achieved a reach rate approximately twice that of conventional broadcast advertising campaigns.

Going forward, the two companies plan to further refine their advertising performance measurement models while continuously expanding the scope of their collaboration through the development of new advertising products and the formulation of data-driven media strategies.

Hwang Min-seon, Executive Vice President in charge of KTCorporation’s Advertising Business, stated, “It is important that advertising performance is not merely measured but leads to actual improvements,” adding, “Based on KTCorporation’s actual measurement data and AI technology, we will support advertisers in boosting their advertising performance more quickly and precisely.”

Kim Jae-woo, Head of Group Media at OA Korea, remarked, “What advertisers need is not just a simple results report, but an actionable strategy to actually boost advertising performance.” He continued, “Through the Incremental Reach Solution, we will propose tailored media strategies and support efforts to improve advertising efficiency.”