HomeshoppingMoa Interview: The Commerce App With ₩15B in Monthly Orders That Answered With an 8% CTR

“Because our name is HomeshoppingMoa, brands with nothing to do with home shopping never thought of us as an ad platform. Widening that perception was our homework.”

HomeshoppingMoa is a home shopping portal that brings Korea’s 18 TV home shopping channels into a single app. Every month, 700,000 users visit, view 4 million products, and take 600,000 purchase actions, adding up to ₩15 billion in monthly orders. Advertising for home shopping networks and their brands was always solid, but getting the app in front of brands outside home shopping was, in their words, a constant homework assignment.

HomeshoppingMoa has now started taking ads from outside brands through AdControl and AdNote. The A.drop team visited to learn how they introduce the app to brands beyond home shopping and generate revenue without adding operational work. We sat down with Ryunhyung Kim, Manager on the Ad Team, to hear about HomeshoppingMoa as a medium and as an ad business.

Watch 18 home shopping channels, set alerts, and buy, all in one app

Q. What is HomeshoppingMoa?

A. HomeshoppingMoa is a home shopping portal that integrates all 18 of Korea’s TV home shopping channels. From major networks like GS, Lotte, and Hyundai onward, you can see every channel currently on air on a single screen, in real time. We don’t run a channel of our own; we’re the hub that connects every home shopping network.

Users watch the home shopping broadcasts that are on right now, search upcoming schedules and set alerts, and check products from broadcasts they missed. And it’s not just information: users can complete purchases right inside the app, which makes us a commerce platform at heart. We launched in 2013, and today we’re Korea’s number one home shopping portal with 700,000 monthly users.

Women in their 30s to 60s who actually watch home shopping, and actually buy

Q. When you introduce HomeshoppingMoa’s users to advertisers, what characteristics and numbers do you use?

A. 85% of our users are women, and most are in their 30s to 60s. Users in their 40s make up 36.8%, 50s and above 34.4%, and 30s 20.7%, so this is the core consumer group with real purchasing power for home shopping products. Users in their 20s, who are more used to buying small amounts across many brands than the bulk-buying style of home shopping, are still a small share. On the other hand, women in their 30s buy beauty products for themselves and often shop on behalf of their mothers.

In numbers, users view 4 million products and take 600,000 purchase actions every month. Our return rate is 86%, meaning 8 to 9 out of 10 users keep coming back to HomeshoppingMoa for home shopping products. These are users who came in to buy, so even if our traffic volume is smaller than a large general platform, drop-off is far lower. That’s the point we always emphasize to advertisers.

Two product lines: brands with a broadcast, and brands without one

Q. How are your ad products structured?

A. They split into two lines.

① For brands with a home shopping broadcast

This product drives HomeshoppingMoa’s organic users to a broadcast during the one hour it’s on air. If a brand promotes only inside the GS Home Shopping app, only GS users see it, but on HomeshoppingMoa you reach every user moving across all 18 channels. A home shopping broadcast has to capture maximum attention in a short window, so the key is how many purchase-ready users you can concentrate into that one hour.

② For outside brands with no home shopping broadcast

Even after a broadcast ends, or when there’s no home shopping slot at all, this product sends HomeshoppingMoa’s purchase-intent users to whatever landing page the brand wants, such as its own store, a live shopping stream, a special promotion, or an event page. Our flagship is the Traffic Booster Package, which bundles the app’s opening popup, exit popup, My Menu, and Mission tab into one rotating placement running all day. This year we added a video banner product on top.

Video ads can use almost any format as long as the video is under 30 seconds. And it isn’t a branding ad that just plays a video and ends. You can attach a click to the video creative and send traffic directly to the landing page the advertiser wants. So beyond building brand awareness, it also works as a performance ad that brings customers to a product detail page or a brand’s own store.

The outside-brand products are what’s listed on AdNote. Broadcast-linked products are tied directly into the home shopping systems, so we keep running those in-house the way we always have.

Q. Which placement performs best internally?

A. Simply put, the popup. The opening popup that appears when you launch the app sells the most. What we value most about this placement is that it isn’t a rewarded placement where users are paid to look; it’s shown to users organically. That’s why time spent on the detail page after a click is longer than on other placements. It means a high share of users aren’t just clicking, they’re actually interested in the product and reading through the content.

Users click the popup, go to a home shopping broadcast or a product detail page, and continue on to purchase. Because this placement creates that first spark of interest in the journey, purchase conversion was clearly higher than on other placements.

We wanted to widen the perception that “you can advertise on HomeshoppingMoa too”

Q. You already had a well-built internal admin. What made you adopt AdControl?

A. That’s right, our internal ad admin was already in good shape. We’d receive creatives from advertisers, set them up in our own admin, share the setup details and screens, and pull a report to send over after the campaign ended. So we didn’t adopt AdControl because we lacked a system.

Our homework was somewhere else. Because our name is “HomeshoppingMoa” and we’re integrated with every home shopping network in Korea, brands unrelated to home shopping would assume we weren’t a relevant medium for them. Ads from home shopping networks and their brands already came in strong, so we wanted more chances to introduce HomeshoppingMoa to brands beyond that. Growing the revenue pipeline was the top priority.

So when we saw that integrating AdControl would list us on AdNote, the biggest draw was gaining one more channel to introduce HomeshoppingMoa to advertisers who didn’t know us yet. The integration was easy, and the team supported us closely, one-on-one over Slack, throughout onboarding. Internally, we concluded there was no reason not to do it.

Revenue that needs no setup and no reporting, only settlement

Q. How did ad operations change after adopting it?

A. To be honest, it’s less that revenue jumped and more that we now have revenue that takes none of our resources, and we see that as a real positive.

Before, taking on one ad meant receiving the creative, setting it up, sharing the setup screen, and building and sending a report after it ended. All of that was on us. With campaigns that come in through AdNote, the advertiser books the slot, uploads the creative, and checks performance themselves, so all we do is approve and settle. We don’t even need to open a separate reporting account for them.

We still don’t get many inquiries that name HomeshoppingMoa specifically, but AdNote matches advertisers who fit our users and proposes us to them, so new brands have naturally started coming on board.

A first-time category for us, and it delivered an 8% to 13% CTR

Q. Any advertisers or campaigns that stand out?

A. Two campaigns that ran through AdNote stand out. Both were categories we’d never worked with, and they were perfect references to build on.

Case 1. Sempio Pontana New Product Week

Sempio ran a new product promotion for its Pontana brand on the Traffic Booster Package in early June. The product rotates across the opening popup, exit popup, My Menu, and Mission tab all day, and it delivered an 8.4% CTR. Our media kit lists an expected CTR of 7%, so it beat that. Food is the category closest to home shopping users, and this case showed that even without a broadcast slot, a brand can put new product news directly in front of home shopping users.

Case 2. Miso Air Conditioner Cleaning

Miso, a home services brand, ran in mid-April, right before peak season for air conditioner cleaning. The CTR was about 13%. The result reflected exactly who our users are: women in their 30s to 60s who manage the home themselves. It confirmed that even a service category that seems to have nothing to do with home shopping fits HomeshoppingMoa’s users well.

Anything you’d see on home shopping fits, especially beauty devices, supplements, food, apparel, and appliances

Q. Which advertisers and categories fit HomeshoppingMoa’s users best?

A. This is both our strength and our weakness: everything works. Every category sold on home shopping matches our users. Among them, demand is clearly highest for beauty and beauty devices. Even a device in the ₩700,000 to ₩800,000 range feels cheaper than dermatology visits to our users, so women don’t hold back. Health supplements are another category that moves in volume.

Add food, apparel, and appliances, and you have the five categories that fit our core target of women in their 30s to 60s and the nature of home shopping products best. But what matters more than the category is whether a brand wants to put its products directly in front of users who came to buy, and carry them through to purchase. For brands like that, we want to make a proposal regardless of category.

As references accumulate, advertisers with the right fit find us on their own, so we welcome trying new categories. Food and home services were first-time categories for us, and their strong results are the proof.

A different promotion every month, to say “we’re still here”

Q. Does HomeshoppingMoa have its own approach to maintaining advertiser relationships?

A. We work hard on promotions. We run a different promotion every month, and across a full year there’s almost no overlap. Seeing a promotion doesn’t mean an advertiser books right away. But even if they aren’t advertising right now, we need to keep saying “we’re still here” so that HomeshoppingMoa comes to mind when the time comes.

We once ran a survey alongside a promotion and the response rate was explosive. Advertisers had been watching every one of our promotions. Recently we ran placement-support promotions like a 2x push event and one extra day of the opening popup added to an existing product. Agencies strongly prefer added placements or bonus impressions over price discounts, so going forward we plan to expand promotions in a direction that lets advertisers experience more placements and raise their results.

Expanding targeted placements and building packages for every season

Q. How do you want to grow HomeshoppingMoa’s ad business from here?

A. Going forward, we plan to refine the placements within our existing packages to raise the overall efficiency of our ad products. In particular, our goal is to expand placements that allow targeting based on advertiser needs, and to build ad products that reach customers with a high likelihood of purchase more directly.

Ahead of Q4 and major seasons, we also plan to expand seasonal and time-specific promotions and packages that advertisers can use more effectively.

Closing thoughts

Pulling together our conversation with Manager Kim, HomeshoppingMoa’s ad business expansion comes down to three things.

First, they’re proving their strength as a medium, 700,000 women in their 30s to 60s who came in to buy, to advertisers through low drop-off and high click-through rates. Second, by separating products for brands with a broadcast from those without, they opened a path for outside brands with no home shopping slot to reach purchase-intent users. Third, through AdControl and AdNote, they keep telling new advertisers that “you can advertise on HomeshoppingMoa,” build new references, and at the same time generate additional revenue with no operational overhead.

A medium where brands outside home shopping now reach users who watch home shopping and buy through it. With expanded targeting placements and seasonal packages, HomeshoppingMoa’s ad business is ready to build references across even more categories, beyond beauty, supplements, and home services.

If you'd like to design ads that fit your own users, start with AdControl. If you're an advertiser who wants to reach media like this, start with AdNote.

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