无论是网速还是WiFi下载速度，韩国在全球都名列前茅。

韩国国内网络运营行业竞争激烈，政府大力扶持是韩国互联网行业快速发展的重要原因，也为韩国的移动互联网时代奠定了坚实的基础。

对与广大的开发者而言，如何在纷繁复杂的海外市场环境中做到知己知彼，是出海推广中最为重要的第一步。为此，Morketing联合移动广告平台Mobvista，推出《移动营销全球观》系列访谈，通过直接对话区域市场负责人，带大家深度了解不同的区域市场中，出海推广的第一手情报。第二期，对话Mobvista韩国地区负责人，Junsung Park。

Junsung Park Mobvista韩国地区负责人

Morketing：谈谈韩国地区移动营销的市场规模和未来的发展潜力？

Junsung Park：据预测，2017年韩国移动广告支出（52％）将超过PC广告支出（48％）。这与另一趋势一致，韩国的移动用户在高速增长，并且与移动内容的互动也越发频繁。此外，韩国在Google Play 2016全球收入榜上排名第三。这肯定会促使广告主去投放更多非激励的CPI广告。

Morketing：你如何看待这个地区市场的特殊性？

Junsung Park：根据Akamai Korea的“互联网状况报告2016”，韩国的互联网网速和渗透率在全球排名第一，致使手机使用量大，手机上网速度快，应用程序使用量增加。此外，由于支持稳定的4G直播网络连接，网红的影响力非常强大，现在有许多营销平台正在采用网红的流量来进行效果营销活动，所以我会说“快速采用移动趋势”是韩国市场的特殊性。

Morketing：Mobvista在这个市场中的目标客户是哪些？你们的主要广告客户是谁，为什么？ Mobvista是直接与他们合作还是通过广告代理商？

Junsung Park：移动游戏，电子商务和O2O服务App是主要的目标垂直行业。我们与广告主和广告代理商都有很好的关系。在这个比例上，我们可以说是50％到50％。

Morketing：在本地市场Mobvista的商业模式（按照CPM / CPC / CPA支付）是什么？

Junsung Park：我们主要侧重于进行非激励式CPI广告活动。在韩国，商业模式基于app的公司想要变现，非激励式CPI广告是必须做的。

Morketing：当地市场的媒体资源如何？最受欢迎的媒体是什么？

Junsung Park：当下流行的媒体资源是视频广告。据说约有31％的韩国智能手机用户每天都在观看手机视频。而且，事实表明，通过视频广告参与的用户，使用App的时间可能会更长。通过我们的后台数据可以发现，在Mobvista平台进行广告投放的广告主中，对于激励视频广告的花费较之2016年中增长了近2倍，且视频广告的CVR较原生广告有明显提升。

Morketing：您如何评估本地市场的移动营销发展程度？与其他地区有什么区别？您认为这个市场的潜力是什么？有什么期望？

Junsung Park：我们可以看到的潜力在于，与其他地区不同的是，韩国市场目前非常饱和，充满竞争，许多韩国广告主希望向海外拓展业务。Mobvista的流量体系覆盖全球243个国家和地区，在美国、东南亚及中国本土均有充沛的媒体资源和丰富的专业经验，我们期待与许多寻求全球流量的广告主合作。

Morketing：从您的视角看市场，能否分享一个最明显的趋势吗？

Junsung Park：如果我们必须指出一个最明显的趋势，那就是“数据驱动型广告”会获得越来越多的共识。具体而言，很多韩国广告主开始通过发送Event-Postbacks（数据回传）到正在运行的广告网络，来分享他们的广告活动数据。因此，目前效果驱动的广告活动可以以更复杂的方式进行优化，从而实现更高的投资回报率。Mobvista 目前的DMP(数据管理平台)也在充分利用广告主的回传数据进行targeting

Morketing：对于中国出海公司，互联网公司和传统品牌的不同类型产品的市场容量如何？

Junsung Park：韩国互联网公司的市场容量会比传统品牌大得多。由于许多年轻的韩国人都非常精通技术，互联网公司的业务增长空间也更大。

英文原文：

1、Talk about the market scales of Internet mobile marketing in this region and the development potential of future?

It is predicted that in 2017 mobile-ad spending (52%) in Korea will surpass that of PC-ad Spending (48%).

This is in line with the fast-growing mobile audience highly engaged with mobile content. Also South-Korea is ranked 3rd from Google Play 2016 worldwide revenue chart. This will certainly lead to more dynamic demand of Non-incent CPI campaigns from advertisers.

2、What do you think about the particularity of this regional market?

According to 'Internet Status Report 2016' of Akamai Korea, Korea's Internet speed and penetration rate is No.1 in the world which led to extensive mobile usage, faster web surfing via mobile, and increased app usage. In addition, backed with stable 4G live-streaming network connectivity, individual influencers (网红) became very powerful that there are many marketing platforms now adopting Influencers’ traffic to utilize on performance marketing campaigns. So I would say “fast-adoption of mobile Trend” is the particularity of Korean market.

3、What Mobvista’s targeting clients in this market? Who are your main advertisers and Why? Does Mobvista cooperate with them directly or via agencies?  

Mobile gaming, E-commerce and O2O(Online to Offline) service Apps are the main targeted verticals.

We also have very good relationships with both advertisers and agencies.

In terms of the ratio, we could say it is 50% to 50%.

4、What Mobvista’s business model (paid by CPM/CPC/CPA etc) in this local market?

We mainly focus on conducting Non-Incentivized CPI campaigns, In Korea, NCPI campaign is a Must-run campaign model for companies monetizing their business based on apps.

5、How about the media resources in the local market? Which kind is the most popular?

The most popular media resource currently is Video Ad format.

It is said about 31 percent of South Korean smartphone users watch mobile video on a daily basis.

Also it is a known-fact that users engaged through video ads are more likely to play the app longer and more. From Mobvista’s data center, we can see that the Ad spend on the rewarded video has been increased nearly 200% compare to middle of 2016. Also the CVR of video ads is tremendously improved compare to Native Ads.

6、How will you estimate the development degree of the mobile marketing in this local market? What are the differences compared to other regions? Where’s the potential and how will you expect from this market?

The potential we can see is that unlike other regions there are many Korean advertisers aiming to grow their business from overseas since Korean market became very saturated and competitive.

So as Mobvista has global coverage over 243 countries and regions and strong foothold in US (Native X)  SEA and China , we are expecting to cooperate with many advertisers seeking global traffic.

7、From your perspective, could you please tell one of the most obvious trends？

If we have to name one of the most obvious trends, it will be the growing consensus on executing “data-driven campaigns.” To be specific, these days many Korean advertisers are starting to share their campaign data by means of sending Event-Postbacks to Ad-Network they are running with.

So now performance-driven campaigns can be optimized in more sophisticated ways and this will result in achieving higher ROI. We are also fully use of event-postback data in our DMP to improve our targeting

8、For Chinese going-out companies, how's the market capacity for different kinds of products from Internet companies and traditional brands?

I would say Korean market capacity for Internet companies will be much bigger than traditional brands.  As many young Koreans are very tech-savvy we can say there is definitely bigger room for business growth for Internet companies.

对话Mobvista美国区负责人 NativeX VP ，Dock Kim：中国出口被广泛接受，特别是在移动领域 | 《移动营销全球观》系列访谈（一）