SK Square affiliate Incross announced on the 17th that it has signed a Memorandum of Understanding (MOU) with Kakao Mobility to collaborate on digital out-of-home advertising (DOOH) projects. Through this agreement, the two companies plan to pursue various collaborative projects, including advertising platform integration, joint product planning, and joint sales and marketing efforts.
Incross handles programmatic digital outdoor advertising sales, leveraging its advertiser network and media planning capabilities. Kakao Mobility plans to provide its integrated CMS and advertising operations infrastructure, further enhancing these capabilities to enhance advertising execution efficiency across various touchpoints. Kakao Mobility possesses integrated CMS technology that manages approximately 40,000 outdoor media outlets in real time.
Leveraging this technological foundation, the two companies will promote inter-advertising platform integration and jointly plan a real-time advertising transaction system. They will also collaborate on new media development and proposals, aiming to maximize advertiser performance. Incross plans to enhance campaign efficiency by linking its video advertising platform "Dawin" with Kakao Mobility's DOOH advertising space.
Additionally, the two companies plan to design an integrated exposure strategy for online media and digital outdoor advertising that takes into account the advertiser's customer journey, and establish a cyclical structure that extends to mobile conversion and performance analysis.
Incross CEO Son Yoon-jung stated, “We will create a digital outdoor advertising case that enhances advertising performance by combining Kakao Mobility’s data management capabilities with Incross’ media operation technology.”
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