Last summer in 2014, one of the biggest South Korean search portals Daum acquired KakaoTalk, a small start-up messaging application at the time. In my opinion, this was Daum's best decision ever because KakaoTalk allows personalized advertisements on its 145mil registered devices. As an avid KakaoTalk user, I am also increasingly more favoring Daum as my go-to portal instead of Naver (the leading portal in S. Korea), not only because of the convenience but also because I love seeing Daum's witty advertisements on Kakao (cute emojis and stickers, available as stationery items and toys in retail stores, too! Koreans love this stuff, you know). KakaoTalk and Daum now share a great subculture that is prominent throughout the application; Kakao has become more than a messaging app now, almost a social media platform where people converse minutely.
Naver is still the leading internet portal in South Korea today, but Daum might soon catch up. In order to combat this, Naver recently launched TV ads for the first time with the slogan "Ask Naver (네이버에 물어봐)." But will TV ads be enough? It will be interesting to observe how this Naver vs. Daum or internet portal's TV commercial vs. Digital Marketing action will unravel. We will see the results this year.
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