23 Channels, 12 Categories — How Bigyowon Rewrote the YouTube Banner Ad Playbook
Key Takeaways
- · 비교원은 1,006건 협업으로 Dhesy 전체 1위이며 23개 채널, 12개 카테고리에 걸쳐 활동합니다
- · 협업의 46%가 정치사회 채널에 집중되어 있으며 라이브 방송의 배너 상시 노출이 핵심 전략입니다
- · 경쟁사 아정당(102개 채널 분산)과 정반대로, 소수 채널 집중 전략을 택하고 있습니다
- · 보편적 수요 제품은 카테고리 벽을 넘을 수 있지만, 채널 의존도 74%라는 리스크가 동반됩니다
Dhesy analyzed 9,308 YouTube collaborations across 2,291 brands and found that Bigyowon, an internet subscription comparison platform, ranked first with 1,006 collaborations. This article examines how their strategy works across 12 content categories, from political debate shows to gaming livestreams.
Why an Internet Subscription Ad Appears on Political Talk Shows
46% of Bigyowon's collaborations occurred on political commentary channels.
When we think of YouTube sponsorships, the obvious pairings come to mind: beauty brands with beauty creators, gaming companies with gaming channels. Bigyowon breaks this convention entirely. Of their 1,006 total collaborations, 459 came from political commentary channels — Genre Man Yeouido alone accounts for 403.
What Is Bigyowon?
Bigyowon (operated by Jire System Co., Ltd.) is a platform that compares internet, TV, and mobile plans from major Korean telecom providers including KT, SK, and LG. Based in Gumi, North Gyeongsang Province, the company positions itself with an aggressive guarantee: "If our benefits are lower than competitors, we'll compensate 150% of the difference."
What makes Bigyowon's marketing distinctive is that the brand name often doesn't appear at all. Instead, banners display functional messages like "New Internet + TV Subscription" alongside shortened abit.ly links. This anonymized branding is key to understanding their strategy.
Key Statistics
Comparing Bigyowon's YouTube strategy against the lifestyle category average and competitor Ajeongdang reveals stark differences.
| Metric | Bigyowon | Ajeongdang | Category Avg |
|---|---|---|---|
| Total Collabs | 1,006 | 268 | 28 |
| Creator Count | 23 | 102 | 4 |
| Avg Views | 110,059 | 469,430 | 293,228 |
| Concentration | 43.7/channel | 2.6/channel | 7/channel |
Bigyowon concentrates intensely on a small number of channels — averaging 43.7 collaborations per channel. This is the polar opposite of Ajeongdang's approach of spreading across 102 channels.
비교원 카테고리별 협업 건수
* Source: Dhesy
Why Livestreams — The Economics of Banner Advertising
Bigyowon's top channels share a common trait. Genre Man Yeouido (403), Dalsune Live (229), Yuharam (113) — all are livestream channels.
Livestreams feature persistent digital banners or physical signage throughout the broadcast. A single sponsorship deal provides continuous brand exposure for the entire streaming duration. Compared to a 30-second PPL insertion, the exposure-to-cost ratio is dramatically better.
Why Category Doesn't Matter
Internet subscription is a universal need. Whether you watch political debates, gaming streams, or sports broadcasts, you need internet. This universality is what enables Bigyowon's presence across 12 categories.
The average views by category reveal an interesting pattern. Political commentary channel collaborations average 104,771 views, while finance channels average only 41,549. Bigyowon's heaviest investment in political channels is partly driven by this view efficiency.
When This Strategy Doesn't Work
The numbers look impressive, but there are clear limitations.
The average view count of 110,059 is only a quarter of competitor Ajeongdang's 469,430. The concentrated channel strategy creates high dependency — the top 3 channels account for 74% of all collaborations. If any of these partnerships ends, the entire strategy is at risk.
There's also a brand recognition question. When banners display "Internet TV Subscription" instead of "Bigyowon," viewers may use the service without ever knowing the brand behind it.
Takeaways for Marketers
Three lessons emerge from Bigyowon's case.
If your product serves a universal need, don't limit yourself to obvious categories. Services targeting "all adults" — internet, insurance, financial products — may find better efficiency in less competitive, non-obvious categories.
Livestream banner advertising deserves re-evaluation from a CPV perspective. The combination of extended exposure, repeated impressions, and lower cost makes it well-suited for awareness campaigns.
However, if you adopt a concentrated channel strategy, you need a contingency plan for channel dependency risk. Bigyowon's top 3 channels representing 74% of volume is a concentration that warrants attention.
FAQ
Q. What is Bigyowon?
A. Bigyowon is a Korean platform that compares internet, TV, and mobile plans from major telecom providers (KT, SK, LG) and offers cash incentives for signing up through their service.
Q. Why does Bigyowon advertise on political channels?
A. Internet subscription is a universal need with no category restrictions. Political livestreams offer long viewing times, high view counts, and persistent banner exposure — creating efficient awareness at scale.
Q. How does Bigyowon differ from Ajeongdang?
A. Bigyowon concentrates on 23 channels (43.7 collabs/channel) with banner-focused livestream strategy, while Ajeongdang spreads across 102 channels (2.6 collabs/channel) with PPL-centric approach.
Q. Can other brands replicate this strategy?
A. It works best for universal-demand services (insurance, finance, telecom). Products with specific target demographics (luxury cosmetics, specialized equipment) may find cross-category strategies less efficient.
Methodology: Based on Dhesy platform data covering 2,291 brands and 9,308 collaborations. Analysis period: Oct 6, 2025 – Apr 6, 2026. Data source: Dhesy External source: Bigyowon Official Site Last updated: 2026-04-06
FAQ
- 비교원은 어떤 서비스인가요?
- 비교원은 KT, SK, LG 등 주요 통신사의 인터넷·TV·휴대폰 상품을 비교하고, 가입 시 현금 사은품 등의 혜택을 중개하는 플랫폼입니다.
- 비교원이 정치 채널에 광고하는 이유는 무엇인가요?
- 인터넷 가입은 보편적 수요이므로 타깃 카테고리의 제약이 적습니다. 정치사회 채널의 라이브 방송은 장시간 시청, 높은 조회수, 배너 상시 노출이라는 조건을 갖추고 있어 노출 효율이 높습니다.
- 비교원과 아정당의 차이점은 무엇인가요?
- 비교원은 23개 채널에 집중 투자(채널당 43.7건)하는 전략이고, 아정당은 102개 채널에 분산 투자(채널당 2.6건)하는 전략입니다. 비교원은 라이브 배너, 아정당은 PPL 중심입니다.
- 이 전략을 다른 브랜드도 따라할 수 있나요?
- 보편적 수요 서비스(보험, 금융, 통신)에 적합합니다. 특정 타깃이 명확한 제품(예: 고급 화장품, 전문 장비)에는 크로스카테고리 전략의 효율이 낮을 수 있습니다.