Hello, I'm Jeffrey from Kakao IR. Let's begin with the Q3 2024 earnings conference call. Today, I'm joined by Shina Chung, the CEO, and Jongwhan Shin, the CFO. Please be reminded that the earnings results are consolidated estimates under the K-IFRS basis and are subject to change upon the auditor's review. Also, forward-looking estimates are based on assumptions, so actual results may differ from figures included in today's presentation. Now I will turn it over to CEO Shina Chung.
Hello, this is Shina Chung, the CEO. Let me begin by briefly outlining Kakao's consolidated financial results for the Q3. For the Q3, Kakao's consolidated revenue was KRW 1.9 trillion, a 4% decrease compared to the same period last year, while the operating profit reached KRW 130.5 billion, marking a 5% growth year-on-year. Continuing from last quarter, the platform segment, driven mainly by Talk Biz within KakaoTalk, maintained solid growth. However, the content segment showed somewhat disappointing results. In the Talk Biz advertising, we faced a delay in the overall recovery of the advertising market. Some commerce sector partners who had aggressively allocated budgets in the first half of the year scaled back, affecting display ads. However, the strong growth from business messaging offset this impact. Commerce also demonstrated steady growth, boosting by the expansion of self-gifting purchases and gift service.
Additionally, platform other business maintained constant growth on the back of mobility and pay services. In the Content business, we started laying the foundation for re-accelerating the growth of core businesses by winding down non-core operations. Kakao Games, for instance, decided to divest its stakes in Sena Technologies, a non-core area, to focus more on its main business, gaming. In the story business, following the withdrawal of Piccoma's operation in France during the first half of the year, Kakao Entertainment decided to discontinue services in Indonesia and Taiwan. Going forward, Piccoma and Kakao Entertainment's story business will prioritize Japan and Korea as core markets, where the core strength of webtoon and web novel IP originates. We are continuously building on the foundation for growth by focusing on Kakao's Group core strength, as I mentioned last quarter.
Given the challenging external market condition, it will likely take some time before the results materialize. Nevertheless, we are persistently seeking opportunities internally, and as illustrated in the content division cases, we're doing our utmost to proceed as planned with the divestiture of non-core businesses.
Next, I will outline the future direction of KakaoTalk and AI, which are key to Kakao's future growth. Currently, Kakao is reviewing the structure of services and tasks offered within KakaoTalk from a user experience perspective. When we look at various platforms that users visit frequently and spend a lot of time on, one common feature is the abundance of engaging elements that allow exploration without a specific purpose. In contrast, most KakaoTalk users visit the platform with a clear intent, such as checking messages or sending messages. Given that the majority of traffic within the platform is driven by this intent-based communication, user engagement metrics for the second task, the chat task, remain strong. However, we recognize practical limitations in significantly increasing activity metrics, such as time spent or page views across the entire KakaoTalk service.
To address this, we plan to introduce new services that provide added value within KakaoTalk, increasing the element of entertainment and discovery. Our goal is to give users reasons to explore all tabs in KakaoTalk, even without a specific purpose. By doing this, we aim to significantly boost user engagement in KakaoTalk next year, laying a solid foundation for renewed growth in our core business of advertising and commerce, as well as for new business opportunities. We'll communicate more detailed plans with the market once our business strategy for next year is finalized. Next, I will discuss AI, another pillar of Kakao's long-term growth. To enhance the competitiveness of our AI services, Kakao has been strengthening the foundation from AI infrastructure to generative models, as well as the middle layer.
This year, in particular, we established the AI Hub, the middle layer platform that allows for the integrated management of GPU resources and generative AI models across the company. Through AI Hub, Kakao Enterprise GPU infrastructure, which has supported Kakao Brain's language model training, and Kakao Enterprise resources, which are expanding AI infrastructure through in-house data center operations, can now be managed and operated in a cohesive manner. On the generative model front, we have integrated a variety of models into the AI platform, ranging from our own generative models to fine-tuned open-source generative models, as well as global big tech models. This integration allows anyone within the Kakao Group to easily apply the most suitable model when developing AI services.
In line with the direction previously mentioned in earnings presentation, Kakao aims to apply a model orchestration strategy to deploy the most suitable and cost-efficient models for user-facing AI services, rather than competing in the benchmark scores of massive language models. This year, we have secured two parameter-sized language models, Kanana Nano and Kanana Essence, and are currently developing a flagship language model. However, when building services, we do not insist on using only our own language models. Instead, through model orchestration, we plan to use in-house or fine-tuned open-source models for low-complexity tasks and SOTA models from global big techs for more complex tasks, thus maintaining cost efficiency across service operations. With the solid establishment of these foundation layers beneath our services, aimed at maximizing service quality, we're now preparing to sequentially roll out services from next year that will make AI a part of everyday life for everyone.
The first example for our AI efforts is Kanana, which was unveiled last month at Kakao's "if(kakao)25" developer conference. Kakao has demonstrated its strength in building B2C services through the success of various launch services, resulting in the highest number of user touchpoints in the country. Kanana is a hyper-personalized AI service developed based on the interactive platform technologies and B2C service expertise that Kakao has accumulated over time. It inherits the familiarity and strength of KakaoTalk, aiming to naturally blend into users' daily lives while leading the popularization of AI. The Kanana app is fundamentally based on remembering the information users input and the context of conversation. It features two personalized AI agents, "Nana", which responds according to the individual user, and Kana, which listens and responds based on the context of relationship-based communication. Unlike typical AI bots, these AI mates respond with personalities tailored to individual users.
This allows them to provide appropriate answers without needing additional context, and even when asked about past events or previously input information. They also proactively initiate conversations based on the user situation, offering relevant context as needed. The personalized AI mate, "Nana", which means "I" in Korean, is always present throughout the app and in all communications. For example, it can use gift information received within family relationships to provide recommendations when discussing gifts with friends. On the other hand, Kanana exists only within specific communications, analyzing conversations and providing information as needed. Kanana helps by participating only in the context of particular chat rooms. In addition to basic features such as summarizing and organizing key documents and files, it can also analyze these conversations and take necessary actions in response to them.
Kanana's AI mates are designed to provide a variety of features that users need, connecting to other services through function calls to deliver a more optimized experience for users' daily lives. We plan to collaborate not only with Kakao's internal B2C services, but also with various external applications and services, creating a broader AI ecosystem centered around Kanana to generate synergy. Additionally, we are making efforts to integrate AI actively within KakaoTalk itself. Currently, an AI Commerce MD, which recommends products through the Talk channel, is undergoing beta testing internally and is set to be launched in the Q4. The AI Commerce MD will serve as an online personal shopper, recommending the trendiest products by considering the gifting context, such as the gender or age group of the recipient, thereby reducing users' decision-making burdens and enhancing satisfaction upon receiving gifts.
Moreover, the feature called Fake Signal, which was introduced this year, ensures safer use of KakaoTalk. We have further advanced our anti-abuse system using AI, enabling the automatic detection and warning of fraudulent impersonation profiles and even enforcement measures. Starting next year, we plan to unveil a range of new AI-powered services and features within KakaoTalk, including Kanana. We anticipate that these innovations will lead to the creation of new business models that will offer revolutionary value to users and partners alike. Next, I will briefly discuss the achievements of Kakao Group's new initiatives, Kakao Healthcare and Kakao Enterprise. First, Kakao Healthcare has shown remarkable performance as a healthcare app targeting the specific vertical of blood glucose management. Since launching PASTA this February this year, the app has recorded 130,000 downloads within just nine months.
Currently, over 180 medical institutions nationwide are using PASTA Connect Pro, allowing medical professionals to incorporate patients' daily blood glucose management patterns and their consultations. As a result, PASTA is establishing itself as an essential chronic disease management app for diabetes patients. Additionally, it connects with various healthcare devices, including mobile health apps and wearables, enabling comprehensive management of biometric and activity data. This has also positioned PASTA as a lifestyle management app for wellness purposes, showing a higher-than-expected retention rate among general users. In addition to CGM, PASTA has started to integrate the Bluetooth-enabled blood glucose metrics, allowing us to gradually improve usability and expand the platform ecosystem. Also, Kakao Healthcare's data platform business aims to standardize and digitalize medical data managed by individual healthcare institutions.
This will significantly reduce the project durations and improve the accuracy of Real-World Evidence research conducted by various organizations, including pharmaceutical companies, CROs, and academia. By the end of this year, we expect complete data platform installations in 10 major hospitals, with 17 in total by next year, creating the largest data research network in Asia. Starting next year, we anticipate the data platform business will become a new revenue base for Kakao Healthcare. Kakao Healthcare has steadily laid the foundation for growth, and starting next year, we expect improvements in the losses driven by revenue growth to become more apparent. It is projected to turn EBITDA positive by 2026, which will gradually contribute to consolidated operating profit.
Meanwhile, Kakao Enterprise has significantly enhanced the performance of Kakao Cloud's virtual machines and clusters, continuously striving to strengthen its competitiveness to level the global CSP. Going forward, Kakao Enterprise aims to establish itself as a core cloud infrastructure partner as Kakao Group steps in the AI era. Next, Jongwhan will present the Q3 financial highlights.
Good morning. I'm Jongwhan Shin, Kakao's CFO. Let's run through the Q3 financial highlights of Kakao and subsidiaries. Consolidated revenue came in at KRW 1,921 billion, down by 4% both on year-on-year and quarter-on-quarter basis. Platform revenue was KRW 944 billion, slight Q/Q, but up by 7% YoY. Diving deeper into Kakao's core business, Talk Biz revenue came in at KRW 507 billion, up 6% YoY, while coming down by 1% on quarter due to low seasonality in the ad market. Ad revenue under Talk Biz was KRW 292 billion, up 4% on year, but down by 5% on quarter.
In terms of product breakdown, the business messaging saw the number of active advertisers rise by 10% year-on-year, with an increase in the number of brand advertisers adopting Talk Channel as their key avenue of communication. Coupled with the sizable increase in users who want to stay connected with the brands they like through the Talk Channel, the total number of Talk Channel brands increased by 17% year-over-year. This drove business message revenue up by 21% YoY, sustaining a solid double-digit growth trend. There has also been greater use of premium templates, which supports images and videos and messages, leading to enhanced user experience and advertising efficiency. And so, we expect this will lead to healthy and quality-driven growth. Next, Talk Display ad revenue fell by 1% year-over-year on the delayed recovery from the sluggish domestic economy and the ad market.
Especially in Q3, price competition dipped on the back of Chinese e-commerce players entering the market, as well as the large-scale payment delays in the commerce industry, which led to a large reduction in marketing spend by mid- to smaller-sized commerce partners. Although tightening of marketing budget is prevalent across the ad industry, Kakao's share of advertisers' marketing budgets seems still very small when comparing to the influence of KakaoTalk as a platform. Thus, we are planning on winning an additional marketing budget coming next year by launching a new full-screen ad product before the end of the year. Last month, we ran a beta release of Focus Full View product in the Open Chat tab, the third tab in KakaoTalk, enabling a highly impactful message delivery through a full-screen video ad.
In December, we will introduce a new product using the updated profile segment of the Friends Tab. Next, combined GMV of Kakao Commerce in Q3 increased by 5% YoY, reporting KRW 2.5 trillion, with the revenue reporting KRW 215 billion, up by 8% on year and 4% on quarter. We diversified the gift lineup for Talk Gift ahead of Chuseok holiday and scaled up product curation for Chuseok within popular categories, which helped to drive the YoY GMV growth of 6%. We also broadened the network of global high-end brands for the LuX Tab, going beyond the domestic market. Based on the relationship with these brands, we were able to diversify the premium product offerings, delivering distinct value to the Talk Gift users.
In Q3, we upgraded the benefit reward program to drive the repurchases, which led to an encouraging outcome of a 30% YoY growth in self-gifting GMV. As of now, the mix of self-gifting GMV is still quite low out of the total base, but we expect it will evolve into a new growth lever, reinforcing the scene in which users buy the gifts for their own use. The Talk Store GMV fell 7% on year on the back of deepening price competition in e-commerce and slowing consumption against high inflation, which led to a decline in demand for Talk Deal. However, revenue inched down just 3% YoY due to the growth of the Kakao Shopping Live and Commerce ads, which has relatively higher margins.
Our plan is to identify the new opportunity in the discovery-driven commerce market by scaling up hyper-personalized shopping curation for Commerce Talk Channel and Shopping Tab by year-end. Next, the portal revenue was down 8% on year and 13% on quarter to KRW 76 billion. Seasonal events like the Olympics drove the Q/Q rebound in daily average search queries, but user metrics trended down across the app, and due to the low seasonality of ads, revenue posted a decline. Lastly, the platform and others' revenue, which includes the mobility and pay, was up 13% YoY and 2% Q/Q, reporting KRW 360 billion. Demand went up during the Chuseok holiday and the monsoon season for the mobility business. A nd on supply increase and service upgrades, we achieved a steady revenue growth.
Kakao Pay also saw the double-digit TPV growth across all of its services and also recorded a positive EBITDA for two consecutive quarters. Next, content revenue for Q3 was KRW 978 billion, down 14% YoY and 7% Q/Q. First, the Q3 story revenue was KRW 219 billion, down by 12% YoY, but flat Q/Q. For the Story business, we are laying the foundation to maximize growth through a selective focus. We will realign global IP business centered around Japan, which is the world's biggest entertainment market, and underpinned by the domestic market working as the primary base for IPs, grounded on a solid user pool. Our plan is to harness the creator's capabilities, operational know-how, and together with the lineup of competitive titles, which we have built over the years, we will drive better operational efficiency even with the limited resources and create the successful cases for the IP business.
Amidst deepening market competition, Piccoma ran active promotions around the major titles, hitting the record high GMV in the Q3, while ranking number one in top-grossing app in Japan, which in terms of year-to-date basis. Despite having spent quite a large amount of marketing cost in light of the market situation, there was a natural decline in expense following a withdrawal from France, and thus, operating profit for the quarter recorded a sizable increase compared to the last year. To keep up with the solid performance, Piccoma is focusing on strengthening the competitiveness of its IPs. We are closely collaborating with Japan's local publishing houses and are starting to see the tangible results from sourcing in-house development content. For example, a webtoon was made from an IP that won the web novel competition, and when it was released, it ranked number one on top-grossing webtoon list.
And even drove the original web novel to the top list as well, attesting to the virtuous IP cycle that can be truly successful. Based on Piccoma's user pool, we'll solidify the competitiveness across the entire IP value chain from exploring to development of titles. Moving on to the music business, due to the base effect of selling more than 4 million copies of NCT Dream album last year, and because the artist's performances mostly took place last quarter, the music revenue was down 8% YoY and Q/Q to KRW 470.9 billion. But IU and IVE's World Tour and NCT 127 LP album released led to more than 1 million copies being sold, attesting to the strong competitiveness of the IP lineups of our own studio artists.
We'll showcase new artists and more active artist appearances and involvements in this plan for next year, grounded on a solid IP lineup. Lastly, the media revenue was down 49% year-over-year and 39% quarter-over-quarter to KRW 55 billion due to the base effect of having highly concentrated content production in the second half of last year and sluggish media advertising market and inevitable delays in the production schedules. Next is operating expenses. In line with our second-half economic and business outlook, we expected a slowdown in revenue trend and thus preemptively focused on stronger efficiency gains in Q3, and as a result, the consolidated operating expense was KRW 1,791 billion, down 5% YoY and 4% Q/Q.
While maintaining a conservative stance on new hires, there was a decline in other labor costs, including bonuses, which drove the labor costs down by 2% on year and 5% on quarter to KRW 559 billion. Cost of revenue was KRW 748 billion, down 12% YoY and 6% Q/Q, impacted by the delay in screen adaptation by the media business and subdued revenue from the content-related businesses. For your information, the proportion of cost of revenue against the Q3 revenue was 39%, down 3 percentage points year-over-year and 1 percentage point quarter-over-quarter. Outsourcing and infrastructure expense was KRW 194 billion, down 2% YoY on the back of the reduction in fees from the Content business, but was flat Q/Q.
Kakao Piccoma expanded the strategic marketing activities to respond to the fierce competition in Japan's digital manga industry, but through efficient marketing spend from other businesses, the marketing expense was KRW 106 billion, flat YoY and down 3% Q/Q. Proportion of marketing spend against Q3 revenue was 5.5%, up 0.3 percentage points YoY. Depreciation and amortization reported KRW 211 billion. With the commencement of data center operation and depreciation and investment into equipment and machinery for the AI business expended, driving the expense up 6% on year, but only 2% on quarter. All in all, Q3 consolidated operating profit was KRW 130.5 billion, while operating profit margin was 6.8%, improving 0.6 percentage points YoY. On a standalone basis, the Kakao Corp's Q3 operating profit was KRW 101.7 billion, with OP margin at 16.4%.
As mentioned during Q3 earnings call, the business transfer of Kakao Brain was completed last June, and starting Q3, the earnings are booked under the Kakao separate basis statement. There was no impact in consolidated earnings for Q3, but on a standalone basis, operating loss impact was KRW 30.2 billion following the transfer, and we expect to see similar levels in Q4. Separate basis operating profit in Q3, excluding the impact of Kakao Brain, was KRW 131.9 billion, and OP margin is 21.3%. Non-operating profit in Q3 came in at KRW 5 billion, and there are two points to note specific to this quarter. Following the vendor payment delay issues of TMON and WMP, Kakao Pay made advanced refunds to protect consumers, and it incurred KRW 31.2 billion of one-off expense, which is captured under other bad expense.
And secondly, we saw the equity stake in Sena Technologies in Q3, which gave rise to the gains from disposition of investment in subsidiaries. Q3 corporate tax was KRW 57 billion, leading to consolidated net profit of KRW 78.5 billion. Lastly, on CapEx. T otal CapEx for Q3 was KRW 90 billion. There was KRW 63 billion investment for tangible assets and KRW 27 billion for intangibles. CapEx decreased by KRW 80 billion Q/Q due to high concentration of investments for GPUs and machinery for AI business during the Q2. CapEx was down by KRW 64 billion on year-on-year basis due to the base effect of the making significant investment into equipment and supplies required for the construction of our own data center last year. This ends the earnings presentation for Q3 of 2024.
We'll now invite out questions. Please limit your questions to two per person. 지금부터 질의응답을 시작하겠습니다.
질문을 하실 분은 전화기 버튼의 별표와 1번을 누르시기 바랍니다. 질문을 취소하시려면 별표와 2번을 누르시면 됩니다. Now, Q&A session will begin. Please press star one , that is, star and one if you have any questions. Questions will be taken according to the order you have pressed the number star one. For cancellation, please press star two, that is, star and two on your phone. 처음으로 질문해 주실 분은 DB금융투자의 신은정 님입니다. The first question will be presented by Eunjung Shin from DB Securities . Please go ahead with your question. 네, 안녕하세요. 저는 AI 관련 질문 두 개 드리겠습니다. 일단 첫 번째로는 카나나 서비스 런칭 시점이 좀 궁금한데요. 아마 내년이 될 것 같은데, 그럼 25년에 추가적인 투자 비용은 얼마나 계획하고 계신지, 그리고 카나나 수익화 모델에 대해서 좀 더 알려주시면 감사하겠습니다. 두 번째로는 이제 카나나를 별도의 앱으로 출시한다고 말씀해 주셨는데요. 그럼 기존 톡과의 cannibalization 우려에 대해서는 또 어떻게 생각하시는지 의견 부탁드립니다. 감사합니다.
Good morning. I have two questions regarding your AI business. Would like to know as to when the official service launch will be for Kanana. I would presume that it will be in 2025, and also if you could provide some more information on additional investment that will be required for this AI services, and what is the company's monetization model. Second question is, you've also mentioned that Kanana will be released as a separate application. When that happens, are you not concerned about a potential cannibalization with KakaoTalk? 네, 이 질문은 제가 답변드리겠습니다. 먼저 런칭 시점과 투자 비용 수익화에 대해서 답변드리고자 합니다. 먼저 카나나의 런칭 시점에 대해서는 우선 연내 사내 CBT를 출시하여 일정 기간 운영을 하면서 개선 사항들을 반영할 예정입니다. 사내 CBT 운영 이후에는 내년 1분기 중 일반 이용자를 대상으로 CBT 운영을 시작할 계획입니다. 유저들의 다양한 피드백을 반영할 계획이 있고요. 이를 통해서 서비스 품질을 빠르게 개선해 나가고자 합니다.
Good morning. This is Shina. I will respond to your question about our Kanana product and regarding the launching timing as well as monetization and investments for us going forward. Would like to cover those grounds. Firstly, with respect to the timing of the launch, before the end of the year, we will start with a closed beta test, CBT test, inside the company. So, we will operate the CBT for a certain period of time, and we will start to reflect the points where we need some improvement. So, after the in-house CBT is complete, most likely in the first half of, excuse me, Q1 of next year, we will run a CBT test against the user base. In that process, we will receive various different feedback from the users, and we will reflect that in further enhancing our service.
수익화 관점에서는 기본적인 수익화 방향성은 구독형 모델을 예상하고 있습니다. 그렇지만 구체적인 방안은 아직 다양하게 검토 중에 있습니다. 아마도 CBT 이후에 유저의 행동 패턴을 보면서 정할 것이기 때문에 서비스 공식 오픈 이후 수익 모델에 대한 공유가 가능할 것으로 생각합니다. Now, regarding the monetization model, we are at this point thinking about a subscription model, but in terms of the details, it is yet to be decided. We will go through the CBT and see what the user behavior looks like, and we will be able to most likely share with you the details after we have an official release of the service. 관련 투자 비용과 운영 비용 역시 본격적인 서비스 운영 시작이 내년으로 예정되어 있는 만큼 아직까지 구체적인 규모를 말씀드리기에는 시기상조라고 판단됩니다. 다만 내년부터 카나나에서 발생하는 운영 비용은 AI 서비스를 이용하는 트래픽과 연동되어 움직일 것으로 보고 있습니다.
앞서 모두 발언에서도 언급했듯이 모델 오케스트레이션 전략을 적극 활용하여 보다 합리적인 비용 구조를 기반으로 서비스를 운영하고자 합니다. Regarding expenses and the investment that will be required, since the official service operation will begin next year, it will be quite hard to tell you as to the absolute size of the expense and the investment that's required. It is a bit too early for us to predict that. However, I can tell you that all the operation-related expenses that arise from running Kanana next year are closely linked with the traffic that is powered by our AI services. So, as mentioned in my opening presentation, we are going to actively make use of model orchestration strategy so that we can provide the services supported by a very reasonable cost structure.
다음으로 톡과의 카니발라이제이션 관점에서는 내부적으로 카카오톡과 카나나의 서비스 출발점이 다르기 때문에 카니발라이제이션에 대한 우려보다는 AI를 활용한 신규 서비스 영역으로의 확장에 대한 기대감이 더 큽니다. 카카오톡은 이용자 간의 커뮤니케이션이 주요 목적인 메신저인 반면에 카나나는 AI 메이트와 인터랙션의 도구로 대화형 플랫폼을 채택한 AI 서비스입니다. 앞으로 카카오톡이기 때문에 필요한 이용자 간의 연결에서의 AI 맥락은 톡 내에서 구현해 나갈 계획이지만 카카오톡 내에서 구현하기 어렵고 AI 메이트와 이용자 간의 인터랙션을 통해 다양한 기능을 수행하는 측면의 맥락은 카나나 내에서 새로운 사용성으로 만들어 나가고자 합니다. You also asked about potential cannibalization with KakaoTalk, but I can tell you that the starting point for KakaoTalk as a messenger and Kanana are quite different. So we're not concerned about cannibalization. We actually have higher anticipation because this will enable us to expand into new service domains.
Because KakaoTalk is a messenger that supports communication among users, while Kanana is an AI mate and it's an interaction tool that actually adopts a conversational platform. So it is an AI-powered service. Hence, there is a distinction between the two. For KakaoTalk, the AI scene is also going to be implemented on top of KakaoTalk in terms of making connections between the users. On the other hand, there are certain aspects that will be quite difficult to implement on top of KakaoTalk platform, in which case we will be using the Kanana as a scene where we can facilitate interaction between the AI and the user. And based upon the AI technology, we will be able to carry on with various different functions. So we are planning on creating a new use case. 물론 카나나의 출시로 커뮤니케이션 종류가 세분화되면서 기존 카카오톡과 일부 중복된 사용성이 있을 수 있습니다.
해외 커뮤니케이션 기업인 Meta 내에서도 WhatsApp, Facebook Messenger에 Instagram DM까지 다양한 종류의 커뮤니케이션 플랫폼이 존재하고 커뮤니케이션의 세분화로 일부 사용성 중복은 있지만 Meta 생태계 내의 충성 유저 풀 자체는 확장되고 있습니다. 카카오에서도 KakaoTalk은 5천만 명을 대상으로 사람과 사람 사이의 커뮤니케이션을 담당하고 나의 상황과 맥락을 잘 이해하는 성격과 개성을 가진 AI 에이전트와의 새로운 커뮤니케이션은 Kanana에서 담당하면서 카카오 생태계 내 충성 유저 풀 자체를 확장해 나갈 것으로 기대하고 있습니다. Of course, with the release of Kanana, the types of communication are going to be further segmented. There will be some aspects that will overlap with what KakaoTalk is doing. But if we look at some other cases like Meta, Meta has different types of communication platforms within it, for instance WhatsApp and Facebook Messenger and Instagram DM. So there's a very segmented communication avenue. So there may be some overlap, but still Meta is able to expand its highly loyal user pool.
Just as the case is with Meta inside Kakao, if you look at KakaoTalk, it has 50 million user base in charge of communication among people to people. And now there's going to be Kanana that's going to facilitate new types of interaction between the AI agent and the people. And this AI agent is an agent that really has its own characteristics and understands the personality of the person who is making that interaction. So, we believe that Kanana will be able to further expand the highly loyal user pool inside Kakao ecosystem. 다음 질문 받겠습니다.
Next question, please. 다음으로 질문해 주실 분은 메리츠증권의 이효진 님입니다. The following question will be presented by Hyojin Lee from Meritz Securities. Please go ahead with your question. 네, 우선 질문 기회 감사합니다. 두 가지 좀 여쭤보려고 하는데요.
저희 4분기에 계절성을 제외하고 전반적인 컬러 좀 바뀔 수 있는 것들, 그리고 좀 어떤 방향으로 가고 있는지 우선 궁금하고요. 모두 발언에서 헬스케어 관련해서 언급을 해 주셨는데, 사실 그동안 좀 사업 사명만 있었고 재무적인 숫자나 이런 것들 공유된 게 없어서 혹시 좀 저희가 참고할 만한 지표들 공유해 주실 수 있는 게 있으면 말씀해 주시면 감사하겠습니다. Thank you for taking my question. I have two questions that I would like to ask. Can you provide us as to what the outlook or the color is for the Q4, excluding the impact of seasonality? And also in the opening presentation, you talked about Kakao Healthcare. Also, can you provide us with a little more color in terms of the financials and some of the metrics and numbers that you're seeing from your healthcare business? 네, 4분기 연결 실적 전망에 대해서 간략히 좀 말씀드리겠습니다.
먼저 톡비즈는 4분기에 더 견고한 카카오톡의 펀더멘털을 기반으로 광고와 커머스에서 계절적 성수기 효과까지 더해지면서 성장을 이어갈 것으로 전망되고 있습니다. 4분기 톡비즈 광고 매출은 전년 동기 대비로는 비즈니스 메시지가 다시 한번 성장을 견인하고 전분기 대비로는 성수기 효과가 반영되며 성장을 이어갈 것으로 예상하고 있습니다. 톡디스플레이 광고 역시 그 성수기 효과에 힘입어 전분기 대비 매출이 증가할 것으로 예상은 되고 있지만 전반적인 광고 경기 악화로 인한 불확실성은 이어지고 있을 것으로 판단하고 있는 상황입니다. This is Jongwhan. Responding to your question about our Q4 consolidated financial outlook, if you first look at Talk Biz during the Q4, we expect supported by the fundamentals of very solid fundamentals that is of KakaoTalk, and on top of which there's going to be high seasonality impact. We believe our advertisement and commerce business will continue to record an upward trend.
If you look at Q4 and specifically the Talk Biz ad revenue on a year-over-year basis, business messaging is going to yet again power growth forward. And also on a QoQ basis, there is the high seasonality impact, which is going to further support with the uptrend. Looking at the Talk Display ad, it will also be supported by high seasonality impact. So, we are expecting a QoQ increase in revenue, but admittedly there is an unfavorable macro backdrop in the advertisement market. So, we expect that the uncertainties will persist. 커머스는 선물하기가 가장 활성화되는 크리스마스와 연말 시즌을 중심으로 상황과 관계에 최적화된 고단가 프리미엄 상품 큐레이션과 이용자 혜택을 제공하면서 안정적인 거래액과 매출 성장을 이어갈 것으로 기대하고 있습니다. 특히 톡딜의 경우 톡딜 메시지 마케팅 타겟팅 강화와 쇼핑 탭 개인화 큐레이션의 고도화를 통해 거래액 상승 반전을 추진하고자 합니다.
In terms of our commerce business, at the end of the year, there is the high season with holidays like Christmas and year-end occasions coming up, and we are going to be offering high-end premium products that most befit the occasion, and by providing various different reward benefits to the users, we believe that we will be able to continue on with a steady state growth of GMV as well as top-line growth. For Talk Deals, we are going to strengthen our targeted marketing using the Talk Deal message. We will further scale up personalized curation under the shopping tab, which will help us bring about a rebound in a GMV uptrend. 플랫폼 기타입니다. 모빌리티 역시 이동 수요가 증가하는 연말을 맞이하여 전 사업 부분 공급을 확대하면서 매출은 전분기 대비, 전년 동기 대비 증가할 것으로 예상을 하고 있습니다.
다만 택시 사업에서의 가맹 상품 다각화로 인한 수익성 측면에서의 불확실성은 증가하고 있을 것으로 보입니다. 페이의 경우 안정적인 거래액 증가와 더불어 보험과 증권에서 신규 서비스와 상품을 출시하면서 금융 사업에서의 이익 개선이 가능할 것으로 기대하고 있습니다. For other platform business, if you first look at mobility, at the end of the year, there's going to be an increase in demand, and we will be providing more supply into this business. So, as we do that, we think the top-line revenue is going to show Qo Q as well as Yo Y growth. Now, having said that, if you specifically look at our taxi business, as we are diversifying into various different franchise products, there's higher uncertainties with respect to the profitability or the bottom line of this business.
In terms of KakaoPay, supported by steady growth of its TPV, the securities and insurance business has released new products and services, and we believe that this is going to help with a continuing profit improvement of the financial services business of KakaoPay. 콘텐츠 부분은 4분기에도 플랫폼 대비 다소 부진한 실적이 이어질 것으로 전망되고 있습니다. 먼저 스토리 사업의 경우 카카오엔터는 4분기 신작 런칭이 본격화됨과 동시에 일본에서 나 혼자만 레벨업, 라그나로크의 독점 유통을 통해 매출은 소폭 개선될 것으로 전망하고 있습니다. 피코마는 경쟁력 있는 작품을 확보하고 IP 장르의 다양성 확대를 통해 콘텐츠 본연의 경쟁 최고에 집중하면서 심화되고 있는 경쟁 환경 속에서도 시장 점유율 유지에 힘쓸 예정입니다. For Content business in Q4, compared to our platform business, we think that the performance is going to be subdued. If you look at our story business, in Q4, there's going to be a full-fledged launching of new titles upcoming.
And in Japan, we will be exclusively distributing Solo Leveling: Ragnarok, and we think that's going to help with a slight inching up of our top-line revenue. For Piccoma, we'll continuously source highly competitive titles and will expand into other IP genres, and we're really focused on further enhancing its fundamental competitiveness so that we may be able to maintain our market share despite a very fierce market competition. 뮤직 사업은 전년 동기 190만 장 이상의 앨범 판매고를 기록한 IVE를 포함하여 주요 아티스트들의 앨범 활동이 4분기에 부재하면서 매출 지원은 낮아질 것으로 전망하고 있습니다. 미디어 사업의 경우 Karma, When the Phone Rings, The Wonderfools 등 제작 매출 인식 작품 수가 늘어나면서 전분기 대비 매출 측면에서의 반등을 기대하고 있습니다. 마지막으로 Kakao Games는 신작 라인업 부재 영향이 4분기에도 지속될 것으로 예상하고 있습니다.
Now, music business, as you know, IVE has sold about 1.9 million copies on a YoY basis, but if you look at Q4, the artist's album-related activities are absent, and so we think that their contribution to revenue is going to be lower compared to the previous term. If you look at media business, there's going to be more number of titles generating production revenue, including Karma, When the Phone Rings, and The Wonderfools, and so we are looking forward to a Q1 QoQ rebound in top-line revenue. Last but not least, our Kakao Games business, there's going to be absence of new game title lineup come Q4, and that impact we think is going to continue to feed into the numbers in Q4. 다음 비용에 대해서 좀 말씀드리겠습니다.
주요 비용 항목인 인건비와 마케팅비 전망에 대해 말씀드리면, 먼저 인건비는 4분기에도 전분기와 마찬가지로 다소 보수적인 채용 기준을 유지하고 있고, 지난해 사업 구조 재편에 따른 효율화 영향이 반영되고 있어 전년 대비 인건비는 한 자릿수 수준의 증가를 예상하고 있습니다. 참고로 3분기 누적 기준으로 인건비는 전년 동기 대비 2.2% 증가에 그쳤습니다. Now, on expense items, just to go into a little more detail and looking at labor cost and marketing expense outlook, if you look at our labor cost in Q4, we'll continuously have a very conservative stance when it comes to new hiring, and now we are seeing impact from the efficiency gains that we were able to derive from last year's business structure reorganization. So we are looking forward to a single-digit increase in terms of labor cost. Just for your information, on a cumulative basis, as of the Q3, labor costs increased only 2.2% compared to the previous year.
마케팅비의 경우 피코마가 시장 지배력을 유지하기 위한 마케팅 활동을 전분기 수준으로 유지하면서 전년 동기 대비로는 증가가 예상되지만 연초 제시드렸던 바와 같이 연간 연결 매출 대비 6% 범위 내에서 마케팅 활동을 계획하고 있어 연간 가이던스에는 부합할 것으로 전망하고 있습니다. 참고로 3분기 누적 기준으로 연결 매출 대비 마케팅비 비중은 5.1%를 기록하였습니다. In terms of marketing activities, we will maintain the level of activity that we've seen in the previous quarter so that Piccoma can maintain its market positioning. So on a year-over-year basis, marketing expense is expected to inch up slightly, but as per our guidance, which we shared at the beginning of the year, marketing expense is going to be kept within the scope of 6% against the consolidated revenue. And so we project that our spending will be in line with the annual guidance that we previously shared.
Just for your information, on a cumulative basis, compared to the consolidated revenue, marketing expense accounted for 5.1%. 4분기에도 비우호적인 영업 환경과 콘텐츠 성장세가 둔화가 예상되는 만큼 계속해서 비용 효율화에 집중하면서 내년에 카카오톡과 AI를 중심으로 한 성장 재가속을 위한 기반과 성장 동력 마련을 위해 노력하겠습니다. We believe that macro headwind will continue into the Q4, and we are projecting a slower growth for the Content business. So, we will focus on cost efficiency, and we'll try to identify levers for re-acceleration of growth that is underpinned by KakaoTalk and AI services so that we may lay the basis for a new growth engine going forward. 두 번째로 질문 주셨던 헬스케어와 관련돼서 좀 더 상세히 말씀을 드리겠습니다. 먼저 헬스케어 파스타는 사업 초기 단계이기 때문에 매출의 절대적인 규모는 아직 크지 않지만 전분기 대비 60% 정도 성장하였습니다.
아직 국내 1형 당뇨 환자 대상 CGM 침투율은 선진국 대비 현저히 낮은 10% 수준에 머물러 있고, 1형 환자 수 대비 10배 수준인 2형 당뇨 환자에 대한 CGM 기기 보험 적용 확대에 대한 가능성이 존재하는 만큼 전체 시장의 성장에 대한 가능성을 매우 높게 보고 있습니다. Also, responding to your question about our healthcare business, PASTA, which is our healthcare service, has only begun its services, and so the absolute size of sales is not that big, but on a Qo Q basis, we've seen about 60% growth. If you look at the CGM penetration, the continuous glucometer penetration for type 1 diabetics in Korea, it's very low at only about 10% compared to other developed nations.
Also, if you consider the fact that the population of type 2 diabetics is about 10 times that of type 1, and the possibility of CGM receiving coverage under insurance reimbursement, I believe there is a big potential for growth for us going forward in terms of market growth status. 올해 파스타 앱에서 보여준 AI 기반의 혁신적인 혈당 관리 기능들을 기반으로 카카오 헬스케어는 국내 CGM 시장에 진출한 첫 해임에도 불구하고 약 20% 수준의 의미 있는 점유율을 기록하였고, 향후 파스타의 성장은 전체 시장과 궤를 같이 할 것으로 예상하고 있습니다. This year, through PASTA app, we were able to showcase very innovative features that's required for effective blood glucose management.
Despite the fact that this was the year one of Kakao Healthcare's entry into the CGM market, it now has a very meaningful market share of around 20%, and we believe that the PASTA growth going forward is going to be in step with the overall market growth. 데이터 플랫폼 사업의 경우 아직 의료 데이터 분석 플랫폼이 현재 5개 의료 기관에만 구축 완료되었음에도 불구하고 이미 6곳의 글로벌 제약사를 포함해 다양한 수요처에서 발주한 8개의 프로젝트가 이미 확정되었고, 내년 하반기부터는 본격적으로 매출에 기여하기 시작할 것을 기대하고 있습니다.
For our data platform business, despite the fact that we only have five medical institutions that's joining in on the medical data analytics platform, already we have eight projects that have been additionally confirmed, including the ones with the global pharma companies, six global pharma companies, and we believe that this business will start to make tangible contributions to sales starting second half of next year. 카카오 헬스케어의 올해 연간 매출은 전년 대비 3배 가까이 성장한 130억 원 수준이 될 것으로 추정되며, 이는 본격적인 사업 2년 차 헬스케어 기업으로서는 고무적인 성장률이라고 판단하고 있습니다. 헬스케어 사업의 특성상 기반을 구축하는 기간이 다소 오래 소요되는 것은 사실이지만, 카카오 헬스케어는 티핑 포인트에 빠르게 도달하기 위해 사업 기반 구축에 매진하고 있는 상황입니다. Thus, we're projecting about KRW 13 billion in annual sales, which is going to be three times higher compared to the past regarding Kakao Healthcare revenue.
So considering the fact that as a healthcare company, Kakao Healthcare, it's only their second year into business, that this is a very encouraging metric. And in light of the characteristics of the healthcare business, it is true that it is quite time-consuming for a company to lay the basis, but in order for Kakao Healthcare to reach that tipping point as quickly as possible, it is endeavoring into building the basis for the business. 시간 관계상 다음으로 마지막 질문 받겠습니다.
As we're running out of time, we will now be taking the final question. 마지막으로 질문해 주실 분은 대신증권의 이지은 님입니다. The last question will be provided by Ji-eun Lee from Daeshin Securities. Please go ahead with your question. 안녕하세요, 대신증권 이지은입니다. 질문 기회 주셔서 감사합니다. 광고랑 커머스 관련해서 간단히 질문 드리려고 하는데요.
최근 광고 경기가 좀 좋지 않은데도 불구하고 저희는 메시지 광고가 이제 좀 성장을 견인하는 것 같은데, 이 메시지 광고 성장이 언제까지 가능할지 좀 가이드를 주시면 좋을 것 같습니다. 그리고 이제 커머스 관련해서도 올해 매분기 커머스 성장률이 안정적으로 유지되고 있는 것 같은데, 내년에도 이 성장 이어갈 수 있을지 전략 설명 부탁드립니다. 감사합니다. Good morning, I am Lee Jee-eun from Daeshin Securities. Thank you for taking my question. I just have a short question regarding your advertisement and commerce business. For the commerce business, we've seen a very steady growth on a quarterly basis. Do you foresee that you will be able to continue on with this trend? For advertisement, despite the market being quite unfavorable, you're able to trigger growth with your messaging ad, and when will you think that, you know, up until when do you think that you will be able to sustain this trend?
네, 이 질문은 제가 답변 드리도록 하겠습니다. 먼저 크게 광고와 커머스로 질문 주신 걸로 이해하고 있고, 광고의 경기 현황과 내년 광고 전략, 그리고 이어서 커머스로 답변 드리도록 하겠습니다. 광고 경기 동향을 먼저 말씀드리면, 계속해서 내수 경기와 광고 업황 회복이 지연되는 가운데 있습니다. 3분기에는 커머스 산업 내 대규모 정산 지연 사태로 중소형 커머스 파트너들의 경영 상황이 악화되었고, 이에 따라 마케팅 활동이 축소되는 영향이 있었습니다. 4분기에도 비슷한 분위기가 유지될 것으로 예상됩니다. 최근 경제 성장률 전망치를 보았을 때에도 구체적인 내수와 광고 업황 회복 시기를 예상하기는 여전히 어려운 상황입니다. Yes, this is Shina, responding to your question about advertisement and commerce business. First, looking at the overall market backdrop and next year's outlook, it is correct that there is delay in the recovery of the domestic economic situation as well as the advertisement market.
And in Q3, this issue was compounded by delays in payment to the vendors, which had a negative impact on the smaller to medium-sized commerce partners. And so they had to scale down on their marketing activity, and the same situation is persisting, we believe, and will persist into the Q4 as well. And looking at the economic growth outlook, it's very difficult and unclear at this point as to when things will start to turn. 이러한 비우호적인 경기 상황에도 불구하고 현재 카카오가 보유한 트래픽과 매체력 대비 마케팅 예산 점유율은 여전히 낮은 수준이라고 판단하고 있습니다. 따라서 신규 서비스 출시를 통한 인게이지먼트 강화를 기반으로 새로운 비즈니스 모델을 선보인다면 향후 매출 성장세를 개선해 볼 수 있다고 생각합니다.
Despite these macro headwinds, if you compare the amount of share that Kakao has against the total marketing budget, and you compare that to the influence that we have in terms of traffic and the media power, we believe that we still have potential to grow. And so we will be releasing new services so that we can strengthen user engagement. And if we are able to provide the most appropriate business model, we are certain that we will be able to turn the top-line growth trend once again. 특히 비즈니스 메시지에 대해 질문 주셨었는데요. 비즈 메시지의 경우 활성 광고주 수와 전체 톡채널 친구 수가 모두 성장하고 있어 4분기뿐만 아니라 내년에도 두 자릿수 성장률을 지속해 나갈 것으로 예상하고 있습니다. 계속해서 금융 업종 파트너를 중심으로 한 정보성 메시지 발송이 확대되고 있는데, 은행, 보험이나 카드, 증권 같은 다양한 버티컬에서 커버리지를 확대하고 있기 때문에 당분간 금융 업종을 중심으로 한 성장세는 지속될 것으로 예상합니다.
나아가서 정보 전달 외에도 기존 고객과의 리텐션 강화를 위한 핵심 마케팅 채널의 역할이 확대되면서 중장기적인 성장 잠재력이 매우 크다고 판단하고 있습니다. 올해 비즈니스 메시지의 연간 매출은 4,000억 대 후반으로 전망하고 있는데, 중장기적으로 현재 매출의 최소 2배 이상으로 성장할 수 있는 지속 성장 가능한 비즈니스라고 평가하고 있습니다. You also mentioned business messaging, and we are seeing both a number of active advertisers and a number of top channel friends all growing. We think that not just in the Q4 but next year as well, we will be able to sustain a double-digit growth. And we see that the financial verticals, including the banks, insurance companies, and credit card institutions, are making use of the sending of the information messages, info messages, and we are expanding to various different verticals. And we think that such a growth from the financial vertical will continue.
Now, aside from such so-called information messages, the channel is being expanded as a very important and essential marketing channel that helps with the strengthening of the retention. So we believe there is a big potential from a long-term perspective. And so for this year, the business messaging annual revenue is projected to be around KRW 400 billion , and we think that in the longer term, we will be able to grow the top line at least by twofold, and we consider this business as a sustainable business. 광고와는 다른 주제이지만 첨언하자면 내년에 카카오가 집중할 영역은 구독 서비스입니다. 현재 이모티콘 플러스, 톡서랍 플러스 를 통해 발생하고 있는 구독 매출의 경우 아직 절대적인 매출 규모는 작지만 경기에 대한 민감도가 낮고 안정적으로 성장할 수 있는 비즈니스라고 생각하기 때문에 성장에 더욱 집중할 계획입니다.
I'm diverting a little bit from advertisement, but basically next year, the area that we will really have a laser focus on is our subscription services like Emoticon Plus and Talk Drive Plus. We are seeing subscription revenue being incurred. And on an absolute basis, the size is not that big, but they are less sensitive to economic cycles, and we believe that this is a business that could sustain a quite steady state of growth, and that's why we are going to focus more on these domains. 참고로 3분기 구독 및 기타 카테고리의 매출 비중은 전체 톡비즈 광고의 20% 수준이고, 이모티콘 플러스와 톡서랍 플러스 를 구독하는 순 구독자 수가 420만 명 수준입니다. 향후 톡은 출시 이후 계속적으로 변화해 온 이용자들의 대화 니즈에 맞게 혁신적인 기능 출시를 통해서 새로운 채팅 경험을 선보일 예정입니다.
신규 기능들이 효용 가치를 증명해 보인다면 이모티콘, 톡서랍 외에도 이용자들이 선택해서 사용할 수 있는 프리미엄 기능들이 다양해지면서 구독을 통한 신규 비즈니스 기회가 생길 것으로 기대하고 있습니다. 4분기 실적 발표에서 보다 상세한 내년 계획을 공유드리도록 하겠습니다. Just to give you some reference, if you look at the Q3 subscription and other categories revenue mix out of total Talk Biz advertisement, it's around 20%. And if you look at the number of unique subscribers subscribing to Emoticon Plus and Talk Drive Plus, it's about 4.2 million. Going forward, KakaoTalk is going to continuously release innovative features that really cater to the needs of the users. And if these new functions are able to prove its effective utility, I think that the users will be able to choose various different premium functions and features aside from emojis and Talk Drive, and that will lead to a new business opportunity through the subscription model.
So with respect to this topic, we will be able to come back to you during the Q4 earnings call for more detailed plans. 두 번째 질문 주신 커머스의 동향과 성장 전략에 대해서 말씀드려보겠습니다. 먼저 경기 동향부터 말씀드려보면 3분기 국내 온라인 쇼핑 거래 성장률은 지난 두 달간 역대 최저치인 2%대를 기록했고, 고물가 속 이용자 소비 심리 둔화가 이어지면서 이커머스 시장의 침체 기조가 점차 뚜렷해지고 있습니다. 이러한 상황에서 일부 이커머스 플랫폼 판매자 정산 지연 사태로 상위 대형 플랫폼들 간 시장 재편이 이어지고 있어 중상위 플랫폼들은 수익성을 보존하면서 시장 점유율을 적극적으로 확대하기가 어려운 상황입니다. 이러한 상황 속에서도 카카오의 커머스는 선물하기 시장 을 선도하여 수익성과 성장성을 이끄는 동시에 선물하기 외에서도 발견형 커머스 시장에서의 새로운 기회를 잡아갈 계획입니다. Now, responding to your question about our commerce business, first looking at the overall market backdrop, if you look at online shopping, GMV growth rates for Q3, this was lowest ever at about 2%.
Because of high inflation and slump in the consumption sentiment, there is a very clear trend of a slump in the e-commerce market. On top of that, there was the whole issue of vendor payment delays that made things very difficult in the market, and we are seeing out of that some of the reorganization happening amongst different platform players in the market. So, it's now very difficult for upper-tier platform providers to be able to defend their profitability or their margin and at the same time aggressively expand market share. However, under this very difficult situation, Kakao Commerce is leading the domain of gift market, and that's a very important pillar behind our profitability and our growth potential. And even aside from KakaoTalk Gift, we also have discovery-centric commerce approach, which will help us identify new opportunities in the market. 성장 전략을 선물하기와 선물하기 외로 나누어서 설명드리겠습니다.
먼저 카카오가 기존의 강점을 가지고 있던 선물하기에서는 자기 구매 비중을 높이고 선물을 주고받을 수 있는 이벤트를 확대하는 전략을 강화하고자 합니다. 앞서 설명드린 선물하기 안에서의 자기 구매 확장 외에도 생애 중심 이벤트에서 나아가서 더 다양한 상황의 맥락에서 선물을 주고받을 수 있도록 서비스 고도화를 계획하고 있습니다. Now, just to share with you what our growth strategies are for KakaoTalk Gift and the non-gift domain. First, KakaoTalk Gift is a strength that Kakao has, and here we are going to further increase the percent of self-gifting and also increase more occasions and events where people would gift one another. As I mentioned in my opening presentation, other than increasing the self-gifting percentage, we are going to expand different scenes and contexts under which people could gift one another aside from just giving birthday gifts. So, we have plans in place to scale this up.
프로필 개편을 통한 프로필 편집 동선 간소화와 함께 D-Day 관리 기능을 고도화하면서 이용자들은 카카오톡 안에서 다양한 일상의 특별한 기념일을 적극적으로 기록하기 시작했습니다. 몇 가지 예를 들면 모바일 청첩장 링크를 프로필 D-Day 기능을 통해 손쉽게 공유하고 졸업식과 자격증 시험을 포함한 다양한 일정을 기록하면서 생일 이외의 선물을 가볍게 주고받을 수 있는 이벤트가 지속적으로 확대되고 있습니다. 3분기 기준으로 월 평균 약 180만 개의 D-Day 데이터가 생성되고 있는 만큼 앞으로 선물하기는 다양한 지면에서 친구들의 중요한 일상의 이벤트들을 더 쉽게 발견하고 상황과 맥락에 맞는 선물을 추천해 주는 다양한 편의 기능을 출시할 계획에 있습니다. So, for example, what we did is after we revamped the profile segment, we made things quite simpler, and also we upgraded the D-Day feature where people can very actively exchange different gifts at days that are so-called memorable occasions inside KakaoTalk.
For instance, for mobile wedding invitation is linked up with the profile D-Day feature, and you're sharing that information with people you know, and also you can set the graduation date and dates that you're going to take an important exam. So, all of these records are being accumulated in KakaoTalk, and these are memorable occasions where people could gift one another. So, we are expanding the occasions where gifting could take place. And as a result, as of Q3, on a monthly average, we have about 1.8 million D-Day-related data that's been generated, and so we will make use of this data and make it easier for people to discover important events, memorable events in people's daily lives, and also we'll release various different features that will help people to and recommend people the most appropriate gifting that best befits the occasion.
선물하기를 제외한 커머스에서는 총 전류와 쇼핑 큐레이션을 고도화하고 카카오톡의 본질과 경쟁력인 커뮤니케이션을 기반으로 다양한 관계에서 참여형 커머스 커뮤니티를 구축하면서 발견형 커머스 시장에서의 역량을 강화해 나갈 계획입니다. For commerce that is non-gift, we're going to scale up hyper-personalized shopping curation supported by the competitiveness of KakaoTalk and the ethos of KakaoTalk, which is communication. So, in various different relationship scenes, we are going to build a participatory commerce community so that we can strengthen our capabilities in the discovery-driven commerce market. 톡딜의 경우 현재 톡딜 거래액 중 톡채널을 통해 발생하는 거래액이 30%를 차지하고 있습니다. 기존에는 모든 톡채널 친구들에게 동일한 톡딜 상품과 프로모션 메시지를 발송하고 있었지만 연내부터는 구매자 층을 세분화하고 구매 이력과 취향에 맞는 개인화된 쇼핑 혜택과 딜을 전달하고자 합니다. 기존 메시지 광고의 피로도는 낮추면서 실시간 발견이 더욱 효율적으로 구매로 전환되는 신규가 확대되며 광고와 커머스 간 시너지 극대화가 견인하는 거래액 성장을 기대하고 있습니다.
Now, in terms of Talk Deal, if you look at the amount of GMV that is generated from Talk Channel, it's about 30%. So in the past, we were just sending out same messages and same promotion to all of the friends of the Talk Channel, but before the end of the year, we're going to further segment the buyer segmentation and we'll be able to provide more personalized shopping-related benefits and deals that are well in line with the track record and the preferences of the buyers, which will help us lower the fatigue level and make it more effective for people to make real-time-based discoveries, which will really help with purchase conversion, and we believe that this is going to maximize the synergies between advertisement and commerce and drive GMV growth. 마지막으로 4분기부터 내년 상반기까지 순차적으로 쇼핑 탭 개편을 진행할 계획입니다.
현재 쇼핑 탭은 아직 다양한 상품을 탐색하고 오래 머물면서 소비할 수 있는 콘텐츠가 부족하기 때문에 유저 인게이지먼트가 원하는 수준까지 도달하지 못한 것으로 판단하고 있습니다. 따라서 단계적으로 쇼핑 탭 지면을 다각화하여 구매 이력을 기반으로 맞춤형 상품 추천뿐만 아니라 비슷한 취향과 연령대를 지닌 이용자들이 트렌디한 상품을 발견하고 소통할 수 있는 참여형 커머스 콘텐츠 공간으로 확장할 계획입니다. 쇼핑 탭 안에서 새로운 콘텐츠를 소비하고 탐색할 수 있도록 다양한 실행 전략에 대해서 논의 중에 있는 단계로 이후 빠른 시일 내 구체화된 계획을 공유드릴 예정입니다. Lastly, starting Q4, up until first half of next year, we're going to sequentially further upgrade the Shopping Tab. At this point, we admit that our Shopping Tab lacks content that can really be appealing to the users so that we can increase their time spent. That is why we are unable to, at this point, reach the user engagement metrics that we would have liked.
Therefore, sequentially, we're going to diversify the shopping tab scene, and based upon the track record of the buyers, we're going to be able to recommend more personalized products and also help people in the same group of people who share the same taste and same ages for them to easily identify the most trendiest merchandise and also provide them with a commerce-based content community whereby they could communicate and discover the products that they wish. So we will do our best. We are, at this point, coming up with detailed action plans, and once they are complete, we will come back to you and be able to, when we will be able to share with you those details. 네, 이상으로 카카오 2024년 3분기 실적 발표 컨퍼런스 콜을 마무리하겠습니다. 오늘 참석해 주신 여러분께 감사의 말씀 전합니다.
Well, that concludes Kakao Corp's 2024 Q3 earnings release conference call. Thank you, everyone, for participating in today's call.