Beyond Performance: How to Dominate Share of Voice with Kakao Guaranteed Ads

Jason | 이재현
1 minute ago
3 min read

If you are running ads on KakaoTalk, you are likely familiar with "Kakao Moment" and its performance-based (CPC/CPM/CPA) inventory. This is where most advertisers start.

But for global brands launching a new product or seeking massive, immediate awareness in South Korea, performance bidding often isn't enough. You need certainty.

Enter Kakao Guaranteed Ads (보장형 광고).

Unlike the standard auction-based model, these are premium, reserved slots that guarantee your ad is seen by millions of Koreans during a specific time block or for a full 24-hour period.

In this guide, we break down the two most powerful Guaranteed Ad products for overseas advertisers: Kakao BizBoard CPT and Profile Fullview.

1. Kakao BizBoard CPT (Cost Per Time)

You know the BizBoard—that small but mighty banner at the top of the KakaoTalk chat list. Usually, you bid for this space. With Kakao BizBoard CPT, you own it for a specific time slot.

*CPT-Cost Per Time

Kakao Bizboard CPT 카카오 보장형 비즈보드 CPT — Three types of Kakao Bizboard CPT ad

How It Works

Instead of competing in an auction, you purchase a fixed time block (e.g., 8:00 AM – 9:00 AM). During this hour, your ad is displayed to users entering the Chat tab.

Inventory: Sold in "time slots". There are typically 10 time slots per day.
Duration: Standard slots are 2 hours; late-night slots are 4 hours.
Targeting: None. This is a mass-reach product designed for maximum visibility across the entire Kakao user base.
Price: Rates range from approximately USD 15,000 to USD 28,000, depending on the selected time slots.

Kakao Bizbboard CPT estimated impressions — Estimated impression by different time slots

Why Overseas Brands Use It

If you are hosting a "Time Sale" or a global product launch event, you cannot risk losing impressions to a competitor’s higher bid. CPT guarantees your placement during your critical launch window.

Kakao Motion Bizboard — Kakao Guarateed Ad-Motion Bizboard ad sample

⚠️ Crucial Restriction Note

Because this ad product has no targeting (it reaches everyone from teenagers to seniors), Kakao enforces stricter industry restrictions than standard ads. You CANNOT run BizBoard CPT if you are in:

Alcohol & Tobacco
Cryptocurrency Exchanges
Private Lending / High-Interest Loans
Adult Content / 18+ Products
Plastic Surgery (Before/After visuals)

Tip: Always check your industry eligibility with a Korean agency before planning a CPT campaign.

2. Profile Fullview (The "24-Hour Takeover")

If BizBoard is about frequency, Profile Fullview is about immersion. This is arguably the most premium mobile real estate in Korea.

Kakao Profile Fullview ad sample

How It Works

This ad appears in the Friends Tab (the first tab of KakaoTalk), specifically in the "Today’s Friends" section.

The Hook: It starts as a "Profile" icon (4th position in the list).
The Reveal: When a user taps it or swipes through profiles, it expands into a full-screen immersive vertical video or image.
The Exclusivity: This is sold as a 1 Day / 1 Advertiser exclusive. If you buy this slot, no other brand runs a Profile Fullview ad that day.

The Cost & Specs

Price: 50,000,000 KRW (approx. $37,000 USD) per day.
Estimated Reach: ~4 Million impressions (Average).
Creative: Supports Full HD Vertical Video (Auto-play, muted) or Image.

The Execution Process (Don't Get Fined❗️)

Running Guaranteed Ads in Korea requires precise planning. Unlike Facebook where you can launch in minutes, Kakao Guaranteed Ads work on a reservation system.

1. The 6-Week Rule

Booking opens 6 weeks in advance, usually on Monday mornings (10:00 AM KST). Popular dates (like holidays or "Pepero Day") sell out instantly. You must work with an ad agency to secure these slots the second they open.

2. The "Penalty" Trap (Cancellation Policy)

Kakao is extremely strict about cancellations because this is reserved inventory. If you book a slot and then change your mind, you will face heavy penalties:

Cancel 20 days before: 10% Penalty
Cancel 5 days before: 20% Penalty
Cancel 1 day before: 40% Penalty
Cancel on Launch Day: 100% Penalty (You pay the full price even if you don't run).

Conclusion: Is "Kakao Guaranteed Ad" Right for You?

If your goal is purely ROAS (Return on Ad Spend) and conversions, stick to Kakao Performance Ads.

However, if your goal is Market Entry or Brand Dominance—if you want to show Korean consumers that your brand is a major player—Kakao Guaranteed Ads are the most effective signal you can send. They place you at the center of the nation's most-used app, with zero competitors in sight.