"Right after we launched our ad business, our very first advertiser came back eight times."
Something is clearly working at Somoim. The A.drop team visited their office to learn how it happened.
Somoim is Korea's largest offline hobby-meetup platform. People with clear interests — running, hiking, travel, food, culture — create and join meetups, with around 440,000 monthly active users and more than 14,000 offline meetups held every week. What sets it apart: activity doesn't end online, it leads to real offline gatherings.
Ad inquiries kept coming in, but the team stayed focused on the core service and never got around to starting an ad business. So how did Somoim finally build one and land a long-term advertiser? We sat down with Han Min-gyun, the manager in charge of ad operations at Somoim.
Somoim gathers users with clear interests
Q. What kind of advertisers work well with Somoim?
A. Somoim is an interest-based platform, so our users' intent is very clear. We always introduce ourselves to advertisers as "a platform where users with clear interests gather." About 86% of our users are working professionals aged 25–44, and our biggest strength is that we can target by gender, region, and interest — based on what users actually do, not just their age or gender. It fits industries that need to reach users with specific interests: travel and airlines, hiking and camping, finance and insurance, culture and performances, and offline events. Tourism boards, airlines, banks, insurers, and matchmaking services have all run campaigns here with strong results.
Users who go offline respond differently to ads
Q. Any advertiser cases that fit especially well?
A. Fujifilm Korea stands out. They ran a campaign promoting a December pop-up event, and the match between photography-loving users and an offline event was excellent. They were satisfied with the results and came back about five months later. We've also run campaigns for the Hong Kong Tourism Board, Shinhan Bank, and Burger King. Our most popular placement is the native ad in the regular-meetup home tab. Most advertisers prefer CPC because responses are clearly measurable, and CPM demand has been growing recently.
Inquiries piled up, but we had no system to run them
Q. Was the ad business smooth from the start?
A. Ad inquiries had been coming in steadily, and we always wanted to start. But our resources were focused on developing the core product, and building an ad system ourselves felt out of reach.
"To run ads properly, there's a lot you have to build in-house — campaign creation, ad serving, creative management, reporting, and billing. Building all of that while developing the product just wasn't realistic."
Then we received an email from A.drop, the fit was right, and we adopted AdControl. The decisive factor was being able to use everything we needed for ad operations without any additional development.
Focusing on ad products instead of development — operations effort cut in half
Q. What changed most after adopting AdControl?
A. We could start the ad business quickly, without the burden of building a system. The time we would have spent on development went into planning and running ad products instead. Operations became far more organized too — campaign creation, creative management, scheduling, ad serving, and reporting all live on one platform. Somoim runs interest-based recommended ads, and once we set up the recommendation targeting in AdControl, delivery runs automatically, so there's much less for an operator to keep an eye on. We can also apply creative or schedule changes quickly during a campaign, which makes communication with advertisers much smoother. In practice, the resources we spend on ad operations have dropped by more than half.
Our first advertiser, met through AdNote, has run eight campaigns
Q. Duo's campaign has continued eight times, right?
A. Duo, a matchmaking company, was the first advertiser after we launched the ad business. Starting with their first campaign last winter, it has continued for over seven months and eight campaigns now. I see two reasons. The target fit between Somoim users and Duo was exact, and the AdNote booking flow is easy enough that the advertiser rebooks directly, without any separate coordination.
"Campaigns that come through AdNote involve almost no communication overhead. There's no product pitch, media-mix proposal, or schedule negotiation beforehand — the advertiser books and rebooks directly, so we can focus on running the ads themselves."
Long-running campaigns need constant creative rotation and performance optimization, and that has been manageable as well. Having a real reference brought in other advertisers, and as the advertiser base grows, ad revenue keeps growing too.
Connecting hobbies and daily life — ads should do the same
Q. How do you plan to grow the ad business from here?
A. Somoim connects people's hobbies with their daily lives, and I believe ads should follow the same direction. We want to be a platform where users naturally see ads they're actually interested in and helped by, and where advertisers reach exactly the users they want and get real results. Naturally connecting the right ads to users with clear interests and intent — that will remain the most important direction for Somoim's ad business.
Wrapping up
To sum up the conversation with Han Min-gyun: the reason Somoim earned an eighth rebooking right after starting ad monetization comes down to two things.
First, they understood their interest-driven audience precisely and connected advertisers that fit. Second, they skipped building a system and set up a structure to start operating right away — focusing on ad products and operations with AdControl, and creating a frictionless path for advertisers to come back through AdNote.
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.
Editor: Matthew
Published: 2026.07.16