AdAsia 2023 Seoul Unveils Innovative Programs and Practical Insights for Novel Ad Marketing

Mar. 20, 2023

AdAsia 2023 Seoul, Asia's largest advertising marketing festival, unveiled detailed event plans and programs for the first time.

The landscape surrounding ad marketing is shifting rapidly. The consumer and media landscape is changing on a daily basis as advancements in AdTech and MarTech have refocused the center of gravity of advertising marketing to digital platforms. Meanwhile, new technologies and disciplines such as influencers, live commerce, streaming services, big data, metaverse, NFTs, and gaming are converging on advertising marketing. More specifically, the post-COVID-19 pandemic environment demands new advertising and marketing solutions for businesses and brands. This is where AdAsia 2023 Seoul (hereafter "AdAsia Seoul") comes into the picture, providing businesses and marketers with new insights and solutions for novel ad marketing.

What’s more, AdAsia 2023 Seoul is no mere conference but a digital marketing festival featuring a diverse array of K-insights.

First and foremost, the festival will showcase concrete and practical insights and solutions to the changing market, consumer, and media environment in the digital  era. To this end, AdAsia will be highlighting conferences and workshops with the most impressive lineup of speakers in the field on creative content and branding, digital marketing such as AdTech and MarTech, intent marketing, and big data, as well as new advertising marketing areas such as influencer marketing, the metaverse, and live commerce.

The event will also be providing practical business-focused support for participating firms. There will be a business market to support new business generation opportunities for participating companies on an ongoing basis by providing a venue for networking between Korean and Asian IT & AdTech and big data companies, business showcases for business-to-business (B2B) firms, as well as exhibitions and consultations provided by digital AdTech vendors.

In addition, programs are being prepared to showcase the status of the advertising and marketing industry as a hub for the content industry. These include a conference to link K-content and K-culture, which are capturing the hearts of people across Asia, with branding, a K-POP concert, and a metaverse fan meetup event.

But that's not all. AdAsia Seoul is also hosting a competition for Asian college students to draw attention to the dynamism of advertising in Asia and nurture the next generation of ad creators. The theme of the contest is the proposed branding of Seoul, Asia's hippest city, and the teams that reach the finals will be rewarded with an opportunity for an in-person presentation in Seoul during the event.

Furthermore, an international academic conference on redefining the advertising industry will be organized by 6 advertising societies of academics representing the Korean advertising industry. The advertising industry is currently in the midst of a transformation and cannot be defined by its past, as countries around the world understand the necessity of redefining the industry. This conference is expected to serve as a milestone in generating a new identity for the advertising industry.

AdAsia Seoul will shine the spotlight on K-advertising in the digital era and novel ad marketing in a post-pandemic world. Hence, the theme of the event is Transform, Play, and Connect. This theme serves to highlight the new reality that "advertising in the digital era is not about how to 'sell' but how to make consumers "enjoy," thus connecting the world together. Therefore "The Digital Race: Ready, Set, Transform" has been chosen as the slogan for the event.

The emblem for this year's AdAsia Seoul was created based on a Korean patchwork pattern representing the initial Korean consonants of the name of the event ("AdAsia") This is the first time in AdAsia's history that an emblem has been  created using the alphabet of the host country. This reflects the growing expectations for the Asian advertising and marketing industry reflected in AdAsia Seoul.

As a result, more international attendees than ever before are scheduled to attend the event due to the increased level of interest from industry leaders overseas. AdAsia Seoul is expected to attract business leaders from more than 20 markets including Japan, China, Hong Kong, Macau, Taiwan, Singapore, India, Pakistan, the Philippines, and Malaysia. The organizers expect more than 1 million attendees, including 5,000 on-site participants from Korea and abroad, to participate in this year’s hybrid online and offline event. The registration will start from May this year.

Kim Nack-hoi, the Chairman of the Organizing Committee noted:

"AdAsia Seoul will serve as a venue to envision a new role for marketing and advertising in the era of digital transformation triggered by the COVID-19 pandemic, and a great opportunity to showcase Korea's K-Ad momentum at the center of this change."

 

AdAsia 2023 Seoul, co-hosted by the Asian Federation of Advertising Associations and the AdAsia 2023 Seoul Organizing Committee and organized by the Korea Federation of Advertising Associations, will take place from October 24-27 at COEX in Samseong-dong, Seoul.

With 64 years of tradition behind it, AdAsia is Asia's largest conference on advertising, digital content, media, creative content and marketing. Since its inception in Tokyo in 1958, it has been held a total of 32 times in 14 regions and countries. This year marks the third time AdAsia will be held in Korea, after previous events in Seoul in 1984 and Jeju in 2007 This is the first global event to be held in Korea since 2010, when digital marketing was introduced on a full-fledged basis, and is attracting attention from the advertising and marketing sectors, as well as digital content and IT industries.

On March 14, the AdAsia Seoul Organizing Committee held a press conference at the Korea Press Center.