Skylife launches real-time advertising system

KT Skylife CEO Lee Nam-ki introduces the company’s “Advanced Realtime Advertising” system during a press conference at the Korea Press Center in Gwanghwamun, central Seoul, Monday. The broadcasting affiliate of KT said the ARA platform helps advertisers track information on ratings in real-time per second. Courtesy of KT Skylife

By Lee Min-hyung

KT Skylife, the broadcasting affiliate of KT, has released a new television ratings system to build an ecosystem for mutual growth between advertisers and broadcasters.

The company introduced its new advertising system, “Advanced Realtime Advertising (ARA),” Monday, which analyses advertising ratings in real-time per second by using KT’s big data analysis tools. Skylife said it has started adopting the system from this month on its 90 channels to deliver more objective data with big data-based real-time analysis technology.

The move comes as the nation’s broadcasting advertisement market has remained sluggish in recent years, due to the arrival of smart media ― including mobile and Internet platforms, the company said.

“The key is how to deliver objective data to our advertisers in an era of information and communication technology (ICT),” said KT Skylife CEO Lee Nam-ki, during a press conference at the Korea Press Center in Gwanghwamun, central Seoul, Monday. “The ARA analyses subscriber’s rating information by region, channel and time.”

The company chief said the system will maximize the advertising effect by analyzing broadcasting ratings in real-time.

He said the company will apply the “cost per perfect view” system for advertisers, which means it will charge advertisement rates only when subscribers watch the ad from the first second to the last. Advertisers have to pay 5 won ($0.005) per such case. They can also track real-time data with their mobile devices and PCs, the company said.

Skylife said it also applied for a patent for the ARA system which the company says will become a paradigm shift in the broadcasting advertisement industry.

The state-run Korea Broadcast Advertising Corporation (KOBACO) has the role of deputy in sell advertisements for the company.