LG Advertising forges first ever JV with broadband ad sales network

<p>LG Advertising, the largest publicly-listed advertising firm in </p><p>Korea, has forged a joint venture with AdSociety, a pan-Asian broadband </p><p>advertising, marketing and sales network. </p><p><BR><BR> </p><p>The new company, AdSociety Korea, is the first such broadband operation </p><p>in the country, which is said to be the world's largest broadband </p><p>market. </p><p><BR><BR> </p><p>The JV is seen as a major step forward for both companies because it is </p><p>estimated that Korea will achieve a broadband subscriber base of 3.4 </p><p>million by the end of this year, representing a penetration rate of 30 </p><p>per cent of all households. </p><p><BR><BR> </p><p>It is predicted that this figure will almost double to 6.2 million by </p><p>the end of next year. </p><p><BR><BR> </p><p>The joint venture, majority owned by AdSociety, is expected to </p><p>aggressively compete for the booming online advertising revenue in </p><p>Korea, which is tipped to exceed USdollars 150 million in 2000. </p><p><BR><BR> </p><p>The partnership also allows LG Advertising's clients in Korea to reach </p><p>AdSociety's regional network of online audiences. </p><p><BR><BR> </p><p>In return, AdSociety will gain access to LG Advertising's clientele. </p><p><BR><BR> </p><p>This is the first joint venture for LG Advertising, which was </p><p>established almost 40 years ago. </p><p><BR><BR> </p><p>"Broadband has come of age in Korea and is becoming a popular means of </p><p>accessing and doing business on the Internet across the country," said </p><p>Mr In Ho Lee, president of LG Advertising. </p><p><BR><BR> </p><p>He added: "Our initiative will certainly encourage and drive greater </p><p>acceptance and growth of broadband and online advertising in Korea." </p><p><BR><BR> </p><p>AdSociety founder and chief executive officer Patrick Jonathan Wong </p><p>said, "We will leverage each other's strengths and experience to </p><p>facilitate the development and growth of the entire broadband and online </p><p>advertising industry in Asia's largest broadband market." </p><p><BR><BR> </p>