In the last few years, the Turkish digital landscape has accelerated growth, especially in the advertising sector. Turkey digital ads was the fastest growing overall with 34.8% compared to the pre-pandemic period. Also, more and more brands in Turkey turn to programmatic advertising to scale efficiency of their campaign and increase revenue.
Digital ads market
Turkey has seen a significant increase in digital and programmatic ads investments in the last few years. So ad spend in the Digital Advertising market is projected to reach $1,047.00m in 2022. Despite the cost reduction for programmatic ad spending in 2020, the number of programmatic ads spending has registered exponential growth since the last few years.Moreover, it’s expected that 84% of ads revenue will be generated through programmatic advertising by 2026.
Source: Statista
The mobile advertising landscape has been rapidly increasing and evolving as mobile users increase in number. It is expected that 60% of total ad spending will be generated through mobile in 2026.
Available audience
There were 69.95 million internet users in Turkey in January 2022. It is about 82.0% of the total population at the start of 2022. However, the rise in internet penetration continues to grow. According to DataReportal, internet users in Turkey increased by 3.9 million (+5.9%) between 2021 and 2022.
Turkey is a mobile-first market. There were 78 million (94.4%) cellular mobile connections in Turkey at the start of 2022. The number of mobile connections increased by 2.5 million (+3.3%) between 2021 and 2022. The majority of web traffic share also is generated by mobile devices. Brands should consider that to optimize their ad strategy for mobile devices.
Source: DataReportal
Turkey is one of the most engaged social media countries in the world. There were 68.90 million social network users in January 2022. It was equivalent to 80.8% of the total population at the start of 2022. The number of social media users increased by 8.9 million (+14.8%) between 2021 and 2022.
Source: DataReportal
Ad formats
58.8% of Turkish users use search engines as the main channel for online brand research. Therefore it isn’t surprising that the market’s largest segment is Search Advertising with a market volume of $359.20m in 2022.
Turkey users are active social media users. They use them to find products to purchase (37.0%), look for things to do or buy (35.3%), and find contents from brands (30.7%). That’s why we can observe a rise in Social Media ad spending.
Source: Statista
Communication with the audience on social media gives brands the opportunity to build trust with potential customers, increase loyalty and awareness, and boost leads and conversions. Moreover, 38.1% of internet users use social media ads as a source of brand discovery. So social networks aren’t just a developing tendency. It is an essential part of marketing strategy with a large potential. Therefore brands should consider the importance of presence on social media.
Inventory
Top websites ranking
google.com, youtube.com, twitter.com, facebook.com, instagram.com, trendyol.com, google.com.tr, hurriyet.com.tr, yandex.com.tr, sahibinden.com
Top 3 ad networks
- MediaFem
- BuySellAds
- TrafficStars
E-commerce market in Turkey
Turkey is the 18th largest market for e-commerce with a revenue of $16bn in 2021. revenues for e-commerce continue to increase. According to Statista, revenue is expected to increase by 20.24% annually between 2022 and 2025. As a result, e-commerce market volume will reach $46.02bn by 2025.
One reason for that growth is the high proliferation and affordability of the Internet. As internet penetration is growing, online shopping is developing as well. Nowadays, 64.0% of internet users have already made purchases online weekly. In addition, 68.2% of users research brands online before making a purchase. It’s a good opportunity for brands to grab the audience’s attention and start communication with them, especially using advertising. Because ads for Turkish users is more than just advertising on the web, it is a source of brand discovery.
Source: DataReportal
In Turkey, users prefer to make online purchases by smartphone. Mobile devices accounted for almost 3 in 5 of online sales in 2021. If brands want to succeed, they should consider mobile users in their marketing strategies.
Market peculiarities
Despite the Turkey advertising market being the fastest growing market in the last few years, programmatic ads are still continuing to develop and spread. There are all chances of strengthening the position of programmatic on the market.
