Kakao exchange guide

  • Updated

The Kakao exchange is an SSP owned and operated by Kakao, exclusive owner of Kakao and Daum inventories in South Korea. With Moloco Ads, you can bid on the premium Bizboard inventories on Kakaotalk and Daum portal as well as the native display inventories on the news section within Kakao and Daum apps.

 

Overview

Available countries South Korea
Available inventories
  • Kakao Talk: Androidcom.kakao.talk and iOS 362057947
  • Daum: Android net.daum.android.daum and iOS365494029
Available creative formats
  • Bizboard: 1029 x 258 images
  • Native Display: 1200 x 600 native images

 

Inventories 

  • The following are examples from some of the inventories available at this time. Inventory availability and placement may be changed at any time at Kakao's discretion.

  • The following are examples from some of the inventories available at this time. Inventory availability and placement may be changed at any time at Kakao's discretion.

    ___________2022-07-12______5.59.08.png

 

Creative guidelines

Creatives must be approved by Kakao before you can use them in campaigns. Be sure that your creatives meet the requirements listed below. Kakao reviews creatives on a daily basis and ads are released through an allow-listing process.

Tip: If you are looking to run campaigns using the Kakao Bizboard, you can auto-generate images by clicking Add Kakao image and filling out all required details when creating and adding creatives assets to Moloco Ads. To learn more, see the creative asset creation guide. Screenshot 2024-04-11 at 3.06.48 PM.png

 

General guidelines

  • All creatives must comply with country-and Kakao-specific ad regulations.
  • Any creative that has been or has the potential to be reported for controversial or sensitive content can be restricted or removed at Kakao's discretion.
  • Any creative including fake functionality (e.g., CTA button) intended to deceive viewers into thinking the ad is interactive can't be run on any of Kakao's inventories.
  • You can't submit multiple copies of the same creative.
  • Updating the landing page post-review is strictly prohibited.
  • All creatives must be age-appropriate and must be free of any adult themes. 

 

Restricted industries

Ads dealing with the following topics can't be run on any of Kakao's inventories.

  • Smoking and tobacco use
  • Adult content including but not limited to pornography, adult community, and sex toys
  • Male fertility enhancing products
  • Gambling 
  • Privacy infringing services and/or products
  • Religious and/or superstitious content
  • Sale and purchase of online communities
  • Live streaming platforms for individual content creators
  • Public distribution of software programs and/or files
  • Dating including matchmaking 
  • Services explicitly promoting academic dishonesty 
  • Massage services and massage parlors including motels
  • Cash and/or mobile loan services
  • Credit check, debt collection, and/or loan recruitment services
  • Real estate consulting and trading
  • Asset and/or investment management
  • Multilevel marketing
  • Sale and purchase of used goods such as second hand designer clothing and used car listings
  • Products or services ineligible for legal import and online distribution
  • Products or services that require additional paperwork or review including but not limited to medical services, dietary supplements, cryptocurrency, videos, employment, car scrapping, notary services, and moving or cargo services

 

Kakao Bizboard creative guidelines

Important: If your campaign is for a gaming app that includes any random-generated game items (e.g., gacha items) users can acquire through purchase and/or use of other items, you must use this image banner template for your creative assets in compliance with the South Korean national law. Failure to do so will result in your ad campaigns being suspended from Kakao's inventories. Any revenue loss and/or penalty from failure to comply is the sole responsibility of the advertiser. 

Component Guidelines
Image banner
  • Dimension: 1029 x 258
  • Format: PNG-24, PNG-32
  • Size: Up to 300KB

You must use the image banner template to create the image banner. Be sure that your image banner meets the following requirements.

  • Font must be the same as that used in the image banner template.
  • Background must be transparent. Kakao Bizboard draws a box around the image to mark the borders.
  • Use an image that is relevant to the ad copy.
  • No other asset (e.g., copy, thumbnail image, etc.) must be placed within 48px of either side of the banner.
Copy

Copy_Guidelines.jpg

  1. Main copy

    Be sure that your main copy meets the following requirements.

    • You can't change the font size, style, and alignment in the PSD template.
    • You can't use sub-copy other than the main copy.
    • You must include the advertising subject (e.g., advertiser name, brand name, game title, etc.).
    • Length must be at least 290px and not exceed 585px.
  2. App icon

    • Dimension: 38px X 38px

    You must use the app icon you are using on the Korean Google Play Store or Apple App Store. App icon isn't recognized as an advertising subject.

  3. App download copy

    Be sure that your app download copy meets the following requirements.

    • You must include the advertising subject (e.g., app name, brand name, game title, etc.).
    • You can't change the font size, style, and alignment in the PSD template.
    • The word "앱" (i.e., app) must be included in the app download copy (e.g., Buy from the app, Download the app, Join event on the app, etc.).

All copy included in your creative must meet the following requirements.

  • If you are required by law to include additional legal notice in the ads, you can't run them on Kakao Bizboard.
  • Copy shouldn't overlap with the thumbnail image.
  • You can use the strikethrough symbol only for indicating price-related information (e.g., price, discount rate).
  • You can't use special characters not included in a keyboard, emojis or symbols other than the → (i.e., arrow) symbol. 
  • You can't use copywriting hooks that hinder usability such as copy including the words "톡" (i.e., chat), "메일" (i.e., email), "공지" (i.e., announcement), etc. that can be mistaken for authentic messages.
  • Copy must be written in Korean and/or English.
DSP copy

DSP_copy_guidlines.jpg

Be sure that your DSP copy meets the following requirements. You can't include copy other than the external DSP copy.

  1. AD Mark: You can't change AD Mark placement or design.
  2. Must include DSP name. e.g.,) Moloco 광고입니다. (i.e., Ad served by Moloco.)
  3. If your campaign is for a gaming app that includes any random-generated game items (e.g., gacha items) users can acquire through purchase and/or use of other items, you must include the statement Moloco 광고 · 확률형 아이템 포함 (i.e., This game includes random-generated items). You must use this image banner template to create your creative asset. 
Thumbnail image

Thumbnail_Guidelines.jpg

  • Area dimension: 315x186
  • Image format: JPG, JPEG, PNG
  • Size: Up to 10MB 

Be sure that your thumbnail image meets the following requirements.

  • Image can't be transparent.
  • You must use the thumbnail box template for external DSP. Thumbnail box can't be modified, and can't include borders.
  • Thumbnail images can't contain any text, including advertiser-related text such as advertiser name, advertiser CI, and BI.
  • You can't use fragmented images. Combinations of multiple images are allowed only when they have been edited properly.
  • You can't use images edited to highlight text in the actual product.
  • You can't use low-resolution images.
  • You can't use images with distorted (e.g., blurred, mosaic, etc.) shapes.
  • Before and after comparison images highlighting the effectiveness of a product or service may be subject to restrictions.
  • You can't use images that can be mistaken for news reports (e.g., live broadcast news, newspaper articles, etc.). 
  • You can't insert fake functionality (e.g., cursor movement, CTA button, etc.) to trigger clicks from users.
  • Avoid using excessively saturated colors that can cause visual fatigue.
  • You can't use gray colors similar to Kakao Bizboard's gray background (#F3F3F3).
  • You can't use images including yellow that matches Kakao's brand color, as they can be associated with Kakao by error.

 

Kakao Bizboard creative checklist

Be sure that your creative meets the following requirements.

Requirements
Good_Example_1__Transparent_Background.jpg
  • Background is transparent.
Good_Example_2__Specs_and_Components.jpg
Good_Example_3__App_Icon.jpg
  • Includes a 38x38px app icon. You must use the app icon you are using on the Korean Google Play Store or Apple App Store.
Good_Example_4__App_Dowonlad.jpg
  • Includes an app download copy with the word "앱" (i.e., app), advertising subject (i.e., 몰로코), and > icon at the end.
Good_Example_5__Special_Character.jpg
  • Text doesn't include special characters not included in a keyboard, emojis or symbols.
Good_Example_6__AD_mark_and_DSP_name.jpg
  • Includes an AD mark and DSP name.
Good_Example_7__Thumbnail_No_Text.jpg
  • Thumbnail image doesn't include any text.

 

Kakao Bizboard common errors

Examples

1-1_____________________________.jpg

Object type creative format isn't supported at this time. You must use a thumbnail image instead.

1-2__________________________________________.jpg

You must use the image banner template to create your image banner. You can't make any changes to the template.

1-3________________________.jpg

You must include a 38x38px app icon. You must use the app icon you are using on the Korean Google Play Store or Apple App Store.

2-1_________________________.jpg

Thumbnail image can't contain any text, including advertiser-related text such as advertiser name, advertiser CI, and BI. When product image includes text printed on the actual product, image shouldn't be a close-up image of the text.

2-2__________________________________.jpg

Thumbnail image can't use gray colors similar to Kakao Bizboard's gray background (#F3F3F3).

2-4_____________________________.jpg

You can't use fragmented images or combinations of multiple images.

4-1____________.jpg

If you are required by law to include additional legal notice in the ads (e.g., restricted industries), you can't run them on Kakao Bizboard.

4-2______________________________.jpg

You can only use Korean and/or English.

 

Native Display creative guidelines

Important: If your campaign is for a gaming app that includes any random-generated game items (e.g., gacha items) users can acquire through purchase and/or use of other items, you must clearly state this information by including the statement 확률형 아이템 포함 (i.e., This game includes random-generated items) in your creative asset(s) in compliance with the South Korean national law. Failure to do so will result in your ad campaigns being suspended from Kakao's inventories. Any revenue loss and/or penalty from failure to comply is the sole responsibility of the advertiser. 

 

Depending on the inventory, not all components may be displayed.

Component Guidelines
General guidelines

All text included in your creative must meet the following requirements.

  • You can enter KOR and ENG letters, numbers, and special characters found on a keyboard.
  • You can't use emojis and special characters not included in a keyboard.
  • Recommended text size for mobile is 15px to 40px. Recommended text size for the web is 24px to 60px.
  • You can't use copywriting hooks that hinder usability such as copies including the words "톡" (i.e., chat), "메일" (i.e., email), "공지" (i.e., announcement), etc. that can be mistaken for authentic Kakao messages.
  • If your campaign is for a gaming app that includes any random-generated game items (e.g., gacha items) users can acquire through purchase and/or use of other items, you must include the statement 확률형 아이템 포함 (i.e., This game includes random-generated items) in the creative. 
Headline/Title
  • You can enter up to 25 characters including space.
  • The Headline/Title, Description, and Sponsored By fields can't be the same.
  • The headline or title must be relevant to the ad.
  • You can't include any information (e.g., phone number, email address, physical address, etc.) about the advertiser.
  • Text can't be solely intended to bait users into clicking the ad.
  • You can only include default special characters found in a keyboard. Excessive and repetitive use of special characters is strongly discouraged and may result in the creative being removed from Kakao's inventories.
Description 
  • You can enter up to 45 characters including space. 
  • The Headline/Title, Description, and Sponsored By fields can't be the same.
  • Description must only include information relevant to the ad.
  • You can't include any information (e.g., phone number, email address, physical address, etc.) about the advertiser.
  • Text can't be solely intended to bait users into clicking the ad.
  • You can only include default special characters found in a keyboard. Excessive and repetitive use of special characters is strongly discouraged.
Icon
  • Dimension: 300 x 300
  • Ratio: 1:1
  • File format: JPEG, JPG, PNG (GIF isn't supported.) 
  • File size: 500KB
  • Icon must be composed of brand logo, app icon, and/or sample image.
  • Icon should be easy to recognize by including the main advertised subject as well as logo (CI and/or BI).
  • Icon should clearly represent and/or be linked to what is displayed in the page users are immediately directed to. e.g.,) for app ads, icon must be the same as the app icon that appears in the app download page 
  • We recommend leaving a margin of 10px on all sides of the image. Icon may be partially cropped depending on the inventory it is displayed in.
Sponsored By 
  • Length: Up to 20 characters
  • This is automatically pulled from the Sponsored By field under the Creatives page on Moloco Ads and appears next to the icon.
  • The Headline/Title, Description, and Sponsored By fields can't be the same.
  • Text in this field should clearly represent and/or be linked to the icon. e.g.,) Uber icon for "Uber" (O), Uber icon for "Lyft" (X)
  • Text in this field should clearly represent and/or be linked to what is displayed in the page users are immediately directed to. e.g.,) for app ads, you must enter the app name used in the app download page 
  • You must use brand names, company names, website titles, show titles, movie titles, exhibition titles, game titles, or app names. You can't use product names, event titles, campaign titles, etc.
  • Names or titles can't include any descriptive adjectives.
  • Campaigns from a branch or division of a corporation must include the branch or division name in addition to the name of corporation. e.g.,) "Mercedes-Benz UK"
Image
  • Dimension: 1200 x 600
  • Ratio: 2:1
  • File format: JPEG, JPG, PNG (GIF isn't supported.) 
  • File size: 500KB

Image must meet the following requirements.

  • Image may be cropped or re-sized depending on the inventory it is displayed in.
  • Image must be clearly relevant to headline or title, landing page, and/or description.
  • You can't include borders in the creative. No section of the image can be transparent.
  • We recommend leaving a margin of 40px above and on either side of the creative, and another margin of 90px below the creative that don't include any text, logo, or any other key object or information. You must refrain from including any complex components in the 90px region below the creative, as some of our inventories may place components such as title and CTA text in that region.
  • When image is re-sized for the inventory it is displayed in, color from the 1px region of the upper left corner of the image is used for filling in any margins. 
  • Text in image must be at least 48px and not exceed 164px. Required text such as legal and/or copyright notice as well as any text required for compliance with Kakao's review policy must be at least 24px.
  • It is best if text in image doesn't exceed three lines.
  • You can use up to four different fonts and colors for text in image.
  • You can't use more than one copy of the same image. You can combine up to two different images. Using a single image is recommended.
  • For images composed of two different images, including text in image isn't recommended.
  • You can't use low-resolution images with distorted (e.g., blurred, mosaic, etc.) shapes.
  • You can't use adult images or images featuring restricted products (e.g., cigarette, alcohol, etc.).
  • Before and after comparison images highlighting the effectiveness of a product or service may be subject to restrictions.
  • You can't use any design component and/or text that negatively affects the user experience of Kakao users, including but not limited to: 
    • Fake KakaoTalk announcements and/or official notices composed of table-like components made from a combination of different colors, lines, and boxes and/or copywriting hooks intended to be mistaken for authentic UI components in KakaoTalk
    • Fake app funtionality composed of web-and/or mobile UI components intended to be mistaken for authentic app functionality
  • You can't use images that can be mistaken for news reports (e.g., live broadcast news, newspaper articles, etc.). 
  • You can't insert fake functionality (e.g., cursor movement, CTA button, UI elements, etc.) to trigger clicks from users.
  • Avoid using excessively saturated colors that can cause visual fatigue.
  • You can't use images including yellow that matches Kakao's brand color, as they can be associated with Kakao by error.
Landing URL
  • You must include a valid landing URL.
CTA text

You must select one of the following CTA texts in Korean.

CTA text English translation
가입하기 Sign up
게임하기 Play game
구매하기 Buy now
다운로드 Download
문의하기 Contact us
바로가기 Visit now
사용하기 Start using now
설치하기 Install
소식받기 Receive updates
신청하기 Register now
실행하기 Run now
알아보기 Learn more
예약하기 Reserve now
채널추가 Add channel
쿠폰받기 Get coupon

 

Native Display examples

Example Description

margin.jpg_2022-08-11_18-16-56.png

 

  • Depending on inventory type, title and CTA may be displayed at the bottom of the creative as in the image.

margin.jpg_2022-08-11_18-15-15.png

 

We recommend leaving a margin of 40px above and on either side of the creative, and another margin of 90px below the creative that don't include any text, logo, or any key object or information.

single_image.jpg

You can't use more than one copy of the same image.

2-up.jpg

You can combine up to two different images.

font_size.jpg

Text in image must be at least 48px and not exceed 164px. Any required text such as copyright notice must be 24px or larger.

stroke.jpg

You can't include borders in the creative. No section of the image can be transparent.

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