04

Brand Strategy &
Performance Marketing

We build brands and drive measurable growth. Our work spans brand strategy, performance marketing, SEO, and paid media — always grounded in data and creative thinking.

We don't separate brand from performance. Every campaign we run strengthens the brand while delivering results. Every brand decision we make considers its impact on acquisition and retention.

Channels we operate across include Google, Meta, Naver, YouTube, and emerging platforms where your audience already lives.

SELECTED INSIGHTS

01 / MARKET ANALYSIS

Three structural shifts reshaping
the Korean broadcast industry, 2024–2027.

OTT consolidation
  • · Cross-platform M&A accelerating
  • · Subscriber fatigue plateaus
+38%
share of viewing
Ad-spend migration
  • · Digital crosses 70% of total
  • · TV upfronts losing share
−21%
terrestrial spend
Creator-led IP
  • · Originals from indie shops
  • · Platform-agnostic distribution
3.4×
growth in 2y
OTT vs. Terrestrial
'24'25'26'27
SYNDICATE SEOUL / INSIGHTSP. 01
PERFORMANCE OUTLOOK / KOREA 2026

Where ad-spend is moving
— and what most brands miss.

Platform ad-spend, 2023–2026 (indexed)
Creator inventory
Channel mix
Digital 55% · Social 32% · TV 13%
CPM (YoY)−12%
ROAS (median)3.8×
Creator CAC−34%

Performance dollars are concentrating on creator-led inventory faster than tracking catches up — brands that wait six months will overpay for the same audience.