One Year of the Digital Media Belt on Olympic-daero: Emerging as a New Landmark Along the Han River

Korea Outdoor Advertising Center Conducts Survey of Drivers and Passengers
91% of Citizens Say "They've Seen It"... A New Digital Landmark Along the Han River
Six Screens Connected as One Receive Enthusiastic Response from Citizens
Positive Reviews for "Improving Urban Landscape and Delivering Public Service Information"

The "Digital Media Belt" along Olympic-daero by the Han River in Seoul has, within just one year of operation, established itself as a new urban landmark and a popular attraction, drawing significant attention from citizens.

Safety Campaign. Provided by Korea Local Finance Association

The Korea Outdoor Advertising Center, affiliated with the Korea Local Finance Association (President Jeong Sun-yong), announced on July 14 that, according to a recent perception survey conducted with Korea Research, 91.3% of 300 drivers and passengers who traveled the Yeouido~Dongjak section of Olympic-daero within the past month reported that they had seen the Digital Media Belt.

The survey showed that 70.8% of respondents believed the current method—where a single piece of content is displayed sequentially across six digital billboards connected like a belt—was more effective in delivering messages than the previous approach, in which each billboard operated independently. Additionally, 64.2% evaluated the Digital Media Belt as having a significant impact on improving the urban landscape through its harmony with the surrounding environment.

The Digital Media Belt is a showcase platform where content is displayed as one continuous screen across six digital billboards installed along the Yeouido~Dongjak section of Olympic-daero. Unlike the previous system, in which each billboard operated separately, this approach delivers a single message on a continuous display, making it a signature piece of digital landscape content along the Han River.

Citizens also responded positively to the public service content.

National Museum of Korea. Provided by Korea Local Finance Association

A total of 76.2% of respondents said the diverse public service content presented on the Digital Media Belt—such as exhibitions of works from the National Museum of Modern and Contemporary Art, campaigns for the Day of Persons with Disabilities, traffic safety campaigns, and live New Year’s sunrise broadcasts—"provides useful information."

In particular, citizens expressed expectations for more life-oriented public service content, such as disaster situation alerts and traffic safety information.

There were also suggestions for improving the way content is presented. Regarding the currently dominant use of static images, 62.0% of respondents said it was necessary to introduce motion content with subtle movement. This suggests the need for methods that increase visibility while still considering driving safety, rather than simply focusing on visual effects.

Cha Byungjun, head of the Korea Outdoor Advertising Center, said, "Over the past year, we have placed the greatest emphasis on balancing commercial viability, public value, and driver safety in operating the platform," adding, "Objective data has confirmed that public campaigns can effectively convey information to citizens and provide positive value in their daily lives through this medium."

He further stated, "We will continue to develop the Digital Media Belt into a trusted digital media platform for citizens."

Content distributed by the National Heritage Administration. Provided by Korea Local Finance Association.

Meanwhile, based on the survey results, the Korea Outdoor Advertising Center plans to enhance the quality of public service content and gradually expand the use of motion content, with driver safety remaining the top priority.

This content was produced with the assistance of AI translation services.