[Edaily Reporter Lee So-Hyun ] Naver (NAVER(035420)) has unveiled a K-pop-tailored advertising strategy that integrates artificial intelligence (AI)-based digital out-of-home advertising into its services, including search, maps, Chizich, Clip, and KREAM. The concept aims to connect the entire user journey—from discovering and searching for artists online, to consuming video content, and finally encountering offline advertisements—into a single marketing ecosystem.

Naver announced on the 22nd that it held “Naver Entertainment Day 2026” at the Naver 1784 headquarters in Seongnam, Gyeonggi Province, and unveiled its advertising product management strategy tailored to the entertainment industry.

The event was co-hosted with Glink Media, an official Naver advertising partner, and attended by key figures from the domestic entertainment industry, including representatives from SM, JYP, and YG.

Linking Search, Maps, and Chijichik to K-Pop Marketing

Naver is utilizing services with high usage rates among users in their teens and 20s—such as Naver Maps, Chijijik, Webtoon, and Cream—as marketing touchpoints to connect K-pop artists with their fanbases.

In fact, a campaign run for about two weeks last July by the idol group Lisenne to promote a digital single across major mobile services—including Naver’s Entertainment section—resulted in search impressions and click-through rates increasing by 1.8 times and 1.6 times, respectively, compared to average figures.

Naver reports that a trend has emerged where users who view the ads subsequently search for additional information about the artists.

At this event, Naver introduced: △ “VISION STAGE,” its virtual production studio at Naver 1784; △ customized advertising and branding campaigns for entertainment IP; △ strategies for utilizing digital out-of-home advertising; and △ ways to integrate with content services such as Clip and Chijijik.

Advertising on 359,000 digital media units nationwide

In particular, case studies on the use of the AI-based digital out-of-home (DOOH) solution “ADVoost Screen” were shared. ADVoost Screen is a solution that delivers customized ads to offline media such as movie theaters, billboards, public transportation, convenience stores, and elevators.

According to Naver, the solution enables advertising on approximately 359,000 digital media units across 17 cities and provinces nationwide.

This year, during the comebacks of groups such as IVE and Lisenne, integrated marketing campaigns were conducted by linking ADVoost Screen with various Naver services and advertising products.

Naver plans to collaborate with entertainment companies in the future to expand the experience for fans to engage with artists across both online and offline channels within a single platform.

For example, a user might see news of an artist’s comeback on a digital out-of-home ad, then check related information on Naver Search, and finally consume video content on Chizichik or Clip.

Lee Jong-min, Head of the Business Monetization Division at Naver, said, “We discussed strategies for mutual growth with advertisers in the entertainment industry,” adding, “We will strengthen our efforts to support the domestic entertainment industry based on our competitive edge in media content technology and services.”