Immersive Adtech Alliance, 마케팅의 미래를 재편하기 위해 출범 - kmjournal.net

Technology, media, IP and sales capabilities unite as KMJ and OLIM Planet lead a new industry coalition On March 4, a new industry coalition aiming to redefine the future of advertising officially launched in Seoul. The Immersive Adtech Alliance, an initiative designed to build a next generation marketing ecosystem powered by immersive technologies, held its inaugural event at Olim Lounge on the 21st floor of Trade Tower. The alliance is organized by The Korea Metaverse Journal (KMJ), with immersive media adtech company OLIM Planet serving as the chair organization. Together, they plan to bring together technology providers, content creators, media platforms and marketing partners to create a new collaborative model for the advertising industry. A Response to the AI and XR Shift in Marketing The launch comes at a moment when generative AI and XR technologies are rapidly transforming how brands communicate with audiences. Traditional advertising models that rely mainly on media placement are increasingly struggling to keep up with a marketing environment driven by algorithms, data and immersive experiences. The Immersive Adtech Alliance aims to address that shift by combining technology execution, media credibility and data driven insights into a unified marketing framework. Rather than operating as a conventional agency network, the alliance positions itself as an industry platform designed to complement and evolve existing advertising structures. Building a Business System Around Branding, Sales and AI Insight At its core, the alliance focuses on creating practical business opportunities for participating companies. Members will receive regular exclusive interviews and feature coverage through KMJ, allowing them to communicate their technologies and strategic vision while strengthening industry credibility. The alliance will also develop campaign based case studies built on measurable performance data. These studies will be archived as digital reference assets that participating companies can use when approaching potential advertisers and partners. The goal is to help companies formally demonstrate proven capabilities in immersive marketing. A Collaborative Revenue Model for Campaign Execution The alliance is also introducing a joint project structure designed to expand revenue opportunities. Companies participating in the network can join brand campaigns organized by KMJ as priority technology partners. Through this one stop solution packaging model, multiple companies collaborate on campaigns while sharing revenue according to clearly defined roles and contributions. The framework is designed to reduce individual sales risks while increasing access to large advertisers and agency partners through coordinated business matching. GEO Reports and Strategic Insight for the AI Era Another key pillar of the initiative is a strategic intelligence program tailored to the AI driven search environment. Participating companies will receive GEO reports (Generative Engine Optimization) that analyze how their intellectual property and brand assets appear within generative AI search systems. Based on those insights, the alliance will provide optimization strategies aimed at improving visibility and influence in AI powered discovery channels. In addition, members will gain access to branding and marketing consulting designed to maximize IP value, along with regular offline forums where industry leaders can exchange insights and explore new partnerships. OLIM Planet to Lead Technology Direction As the chair organization, OLIM Planet will guide the technological direction and expansion strategy of the alliance, leveraging its immersive adtech capabilities to help shape the next stage of the marketing industry. Kim Seungjin, Head of Business at OLIM Planet, said the new marketing environment requires brands to think beyond simple exposure. “In the AI and XR era, visibility alone is no longer the key factor,” Kim said. “What matters is how a brand is structured so it can be repeatedly surfaced within algorithms and user experiences. The Immersive Adtech Alliance brings together technology, content, media, IP, hardware, sales and consulting into one integrated system. Our goal is to build a new industry coalition that leads the next generation of marketing and advertising solutions.” With immersive technologies accelerating and AI transforming discovery, the alliance is positioning itself as a platform where XR marketing, AI driven advertising strategy and immersive brand experiences converge. Industry observers say the initiative could signal the emergence of a new collaborative model for the global adtech ecosystem. by Ju-baek Shinㅣ[email protected]