Why You See Different Ads at the Movies, on TV, and Online?

When I went to the movies just before Chuseok, Korea’s fall harvest holiday, I took a few photos of the ads shown before the feature. They were noticeably different from the commercials I usually encounter at home on television, Netflix, or YouTube. The format was the same—video advertising—but the products being promoted were not. Why does the mix change from one platform to another?

Looking through the photos, I found a theater etiquette announcement from TVING, a Korean streaming service, and the KT Wiz baseball team, asking viewers to avoid moving around during the movie. There were also ads for modular elevators, MG Community Credit Cooperatives, a Gmarket sale, and pet insurance. Theater etiquette, building equipment, financial services, shopping, and insurance all shared the same screen.

Since my visit fell on the eve of Chuseok, seasonal promotions were particularly noticeable.

[Photo 1: A theater etiquette announcement from TVING and the KT Wiz, asking viewers to avoid moving around during the movie.]

[Photo 2: An advertisement for modular elevators.]

[Photo 3: An advertisement for MG Community Credit Cooperatives, a Korean network of community financial cooperatives.]

[Photo 4: Gmarket’s Chuseok sale. Gmarket is a Korean online marketplace.]

[Photo 5: An advertisement for dog insurance from DB Insurance.]

In marketing, deciding where an advertisement should appear is part of media strategy. Each medium reaches people in a different setting, with different expectations and levels of attention. A commercial that works well in one setting may need a different approach in another.

Television advertisers reach audiences by choosing channels, programs, and time slots. More personalized advertising is also available, but conventional broadcast commercials are well suited to delivering a common message to a broad audience. Many therefore introduce a brand or present its main benefit clearly enough for viewers who may know little about the product.

I have also noticed how much dialogue and on-screen text now appear in Korean broadcast commercials. Advertising styles evolve along with viewing habits.

YouTube offers opportunities to reach people through their interests, the subjects of the videos they watch, and particular channels. Viewers can also search for a product or click a link immediately after seeing an ad. Advertisers have only a brief window to catch the attention of someone who came to watch something else. In my own viewing, that sometimes produces ads that rely heavily on provocation while offering little substance.

Netflix has felt different. I have not noticed a dramatic change in advertising from one show to the next. Differences between countries have been more apparent to me, although cooking-related ads often stand out when I watch cooking programs.

Netflix can use location and viewing information, including content genres, to help select ads. That does not mean every commercial will closely match the program being watched. In my experience, the connection is occasionally clear during cooking or dating shows, but less obvious elsewhere. I have also noticed a substantial number of ads for games and entertainment.

From the viewer’s side, the targeting is not always easy to recognize.

Movie theaters create another set of conditions. An audience gathers in one place, at a particular time, and shares a large screen. Advertisers can consider the theater’s location and the audience a film is likely to attract. They can also tailor a message to the moment just before the feature begins.

The TVING and KT Wiz announcement was a good example of a message designed for its immediate setting. It addressed something viewers needed to know right there in the auditorium.

The collaboration also drew on the enthusiasm surrounding sports fandom among younger audiences. I found it more engaging than the familiar Kumho Tire commercials I used to see at the movies. Lately, I have been encountering those tire ads on Netflix instead.

The modular elevator advertisement was more unexpected. Clearly, theater advertising is not limited to movies, snacks, or products that most viewers might buy on the spot.

Pet insurance may catch the attention of a dog owner. A limited-time Gmarket sale may appeal to someone waiting for a good opportunity to shop. An ad for MG Community Credit Cooperatives may serve the broader purpose of making its name familiar.

These different objectives help explain why such varied products can appear in the same auditorium.

The more closely I pay attention to advertising, the more interesting it becomes as a record of everyday commercial activity. The products and promotions on display often change with the season.

These photos alone cannot tell us exactly whom each advertiser intended to reach. They do, however, show how one medium can serve several purposes: delivering a practical announcement, building brand awareness, introducing a particular product, or promoting a sale with a deadline.

Who sees an ad, where they see it, and what they are doing at the time all affect which products and messages make sense.

Seen through the lens of media strategy, even the commercials we usually overlook become more revealing. Marketing is already part of everyday life; sometimes it becomes visible simply by paying attention to what appears on the screen before the movie starts.