土耳其广告行业市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

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MARKETSAdvertisinginTurkeyCHAPTER

01OverviewTotalspendingonadvertisinginTurkeyfrom2007to2022(inmillionTurkishlira)AdvertisingexpenditureinTurkey2007-202260,00050,00040,00030,00020,00010,00052,92027,89613,97620208,83920198,02020178,25220187,18320166,47420155,69420135,93420145,08920124,54720113,66120073,37120083,81320102,78720090202120224Description:ThetotalvalueofdigitaladvertisingexpenditureinTurkeysteadilyincreasedfrom2007to2022.In2022,thespendingonadvertisingdoubledcomparedtothepreviousyearandreachedarecordvalueof52.9billionTurkishlira.

ReadmoreNote(s):Turkey;2007to2022;*Datawasextractedfromanewsourcefrom2017.ReadmoreSource(s):AdvertisersAssociationTurkey;MobileMarketingAssociationTurkeySpendingonadvertisinginTurkeyfrom2007to2022,bymedium(inmillionTurkishlira)AdvertisingexpenditureinTurkey2007-2022,bymediumTVRadioNewspapersMagazinesOutdoorDigital35,00030,00025,00020,00015,00010,0005,000020072008200920102011201220132014201520162017201820192020202120225Description:ThevalueofadvertisingexpendituregenerallyfluctuatedformostofthemediumsinTurkeyfrom2007to2022.Thespendingondigitaladvertisingsawthemostdramaticincreaseasof2020andreached15.3billionTurkishlirain2022.

ReadmoreNote(s):Turkey;2007to2022Source(s):AdvertisersAssociationTurkeyAdvertisingspendinginTurkeyin2022,bymediatype(inbillionTurkishlira)AdvertisingspendinginTurkey2022,bymediatype4036.5353025201512.81052.130.820.560.110DigitalmediaTelevisionOpen-airRadioPressCinema6Description:In2022,digitalmediaadvertisinghadbyfarthehighestadvertisingspendinginTurkey,withabout36.5billionTurkishlira.Moreover,televisionadvertisingrankedsecondintermsofadvertisingspending,reachingnearly13billionTurkishlira.ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;InteractiveAdvertisingBureauTurkey;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyShareofadvertisingspendinginTurkeyin2022,bymediatypeShareofadvertisingspendinginTurkey2022,bymediatypeRadio1.5%Outdoor4%Press1.1%Cinema0.2%Television24.2%Digital69%7Description:In2022,digitalmediaadvertisinghadbyfarthehighestshareofmediaadvertisingspendinginTurkey,with69percent.Inaddition,televisionadvertisingrankedsecond,reachingover24percentshareofthetotalmediaadvertisingspending.

ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;DeloitteDigital;InteractiveAdvertisingBureauTurkey;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyGrowthinadvertisingspendinginTurkeyin2022on2021,bymediumAdvertisingspendinggrowthinTurkey2022,bymediumChangeinadvertisingspending0%50%100%150%200%250%CinemaOutdoorRadio258.06%124.63%96.16%93.46%DigitalTV78.08%Pressmedia24.94%8Description:In2022,advertisingspendinggrewsignificantlyineachmediuminTurkeycomparedto2021.Thehighestgrowthwasrecordedincinemaadvertisingspendingwhichgrewby258percentin2022.ThegrowthinadvertisingspendinginTVwas78percentinthesameyear.ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkeyNumberofenterprisesintheadvertisingsectorinTurkeyfrom2009to2021NumberofenterprisesintheadvertisingsectorinTurkey2009-202118,00016,00014,00016,51315,44515,00714,69614,23913,97213,31112,62511,66612,00010,0008,0006,0004,0002,000011,11710,1659,6938,18220092010201120122013201420152016201720182019202020219/statistics/892427/advertising-enterprises-turkeyThenumberofactiveenterprisesintheadvertisingsectorinTurkeymostlyincreasedfrom2009to2020.In2021,therewereapproximately16.5thousandenterprisesintheTurkishadvertisingsector,whichwasthehighestnumberintheobservedperiod.ReadmoreNote(s):Turkey;2009to2021Source(s):TurkStatNumberofpersonsemployedintheadvertisingsectorinTurkeyfrom2009to2021NumberofpeopleemployedintheadvertisingsectorinTurkey2009-202190,00077,30780,00070,00060,00050,00040,00030,00020,00010,000076,01176,49375,25072,79871,48970,83967,38366,48765,75563,20054,79246,827200920102011201220132014201520162017201820192020202110Description:ThenumberofpersonsemployedintheadvertisingsectorinTurkeyfluctuatedfrom2009to2021andpeakedin2014,with77.3thousandemployees.In2021,therewereapproximately71.5thousandpersonsemployedintheTurkishadvertisingsector,markinganincreasecomparedtothepreviousyearatalmost66.5thousandpersonsemployed.ReadmoreNote(s):Turkey;2009to2021Source(s):TurkStatTotalcostofpersonnelintheadvertisingsectorinTurkeyfrom2009to2021(inmillionTurkishlira)TotalcostofpersonnelintheadvertisingsectorinTurkey2009-20215,0004,5004,0003,5003,0002,5002,0004,3233,3103,0652,9142,6502,4872,2151,9151,71120131,49720121,5001,00050001,25620111,106201095620092014201520162017201820192020202111Description:ThetotalcostofpersonnelintheadvertisingsectorinTurkeyconstantlyincreasedfrom2009to2019.In2020,therewasaslightdecreasefromthepreviousyear,andthetotalcostofpersonnelreachedalittleoverthreebillionTurkishlira.In2021,thehighestvaluewasrecordedatover4.3billionTurkishlira.ReadmoreNote(s):Turkey;2009to2021Source(s):TurkStatNumberofadvertisementsinTurkeyfrom2019to2021,bymedium(in1,000s)NumberofadvertisementsinTurkey2019-2021,bymediumTVRadio485736164222Press

mediaCinema686951586610535Outdoor2880Digital462958806392993658501092388201920202021117601219510597207152971995183112Description:ThetotalnumberofadvertisementsinTurkeydecreasedinalltypesofmediafrom2019to2021,exceptfordigitalmedia.In2021,501billiondigitaladvertisementswereplaced,whichindicatedanincreaseofapproximately108billionadscomparedtothepreviousyear.Additionally,cinemassawthemostconsiderabledecreaseinthenumberofadswhichdroppedbymorethan58millionin2021comparedto2019.

ReadmoreNote(s):Turkey;2019to2021Source(s):Kantar;MarketingTurkeyMostadvertisedbrandsinTurkeyinAugust2022,byadduration(inseconds)MostadvertisedbrandsinTurkey2022,byadduration50,00045,00040,00035,00030,00025,00020,00015,00010,0005,000013Description:InAugust2022,AlgidawasthemostadvertisedbrandinTurkey,withapproximately46thousandsecondsinadduration.DisneyChannelandCoca-Colafollowedasthesecondandthirdmostadvertisedbrandsinthecountry.

ReadmoreNote(s):Turkey;August2022Source(s):MediaMonitoringCenter;VeriKaynağıCHAPTER

02Television,radio,andcinemaadvertisingTelevisionadvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)TelevisionadvertisingexpenditureinTurkey2010-202214,00012,00010,0008,00012,8007,1906,0005,00520204,06820193,83420173,87520183,68020164,0003,27020153,05220142,9082,60620122,44820112,01820102,000020132021202215Description:ThespendingontelevisionadvertisinginTurkeyincreasedconstantlyfrom2010to2022.In2022,televisionadvertisingexpenditurereachedapeakpointofapproximately12.8billionTurkishlirawhichindicatedasignificantincreasefromthepreviousyear.ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedonTVinTurkeyin2021,byadduration(in1.000seconds)LeadingbrandsadvertisedonTVinTurkey2021,byaddurationAddurationinthousandseconds2,000

2,50005001,0001,5003,0003,5004,0004,5004,5355,000TürkTelekomTurkcellCasperMattel4,0824,0644,044TAlgida3,7303,719Zen3,5233,3793,2793,208ÜlkerBIMMonster16Description:In2021,TürkTelekombecametheleadingbrandtoadvertiseontelevisioninTurkey,withapproximately4.5hoursofadvertisingduration.Anothertelecommunicationcompany,TurkcellfollowedasthesecondmostadvertisedbrandonTV.

ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyTelevisionadvertisements'shareofvoice(SOV)inTurkeyin2022,bysectorTelevisionadvertisements'shareofvoice(SOV)inTurkey2022,bysectorShareofvoice4%0%2%6%8%10%12%14%E-commerceFood13%13%CosmeticsandselfcareFinance9%9%CleaningproductsandcompaniesRetail8%7%Beverages6%Furniture,hometextileandhousewareElectronichomeappliancesEntertainment,cultural,arts,andsportsevents5%4%4%17Description:Accordingtothegrossratingpointsformula,thee-commerceandfoodsectorsreachedthehighestshareofvoice(SOV)amongthetelevisionadvertisingcategoriesinTurkeyin2022,amountingto13percenteach.Moreover,thecosmeticsandselfcaresectorfollowedintherankingwithninepercentshare.ReadmoreNote(s):Turkey;2022Source(s):DeloitteRadioadvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)RadioadvertisingexpenditureinTurkey2010-2022900800700600500400300200818.24173272952692551691331361391301211041000201020112012201320142015201620172018201920202021202218Description:ThespendingonradioadvertisinginTurkeywentupconstantlyfrom2010to2022,withaslightdecreasein2020totaling295millionTurkishlira.In2022,theradioadvertisingexpenditurewentupsignificantly,reachingarecordvalueof818millionTurkishlira.ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedontheradioinTurkeyin2021,byadduration(in1.000seconds)LeadingbrandsadvertisedontheradioinTurkey2021,byaddurationAddurationinthousandseconds1,000

1,50005002,0002,5003,0002,829QNBFinansbankIsBankasiAkbank2,3352,124GarantiBBVAMediaMarktTVakifBankMonster1,6891,5031,4201,3901,2021,1161,041ShellBtcTurk19Description:InTurkey,radioadvertisementsofQNBFinansbankranforapproximatelythreehours,makingthecompanythemostadvertisedbrandontheradioin2021.AnotherTurkishcommercialbankIsBankasifollowedasthesecondmostadvertisedbrandonradio,with2.4hoursofadduration.ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyRadioadvertisements'shareofvoice(SOV)inTurkeyfrom2021to2022,bysectorRadioadvertisements'shareofvoice(SOV)inTurkey2021-2022,bysectorShareofvoice20225%20210%10%15%20%25%22%FinanceAutomotive,transportationvehiclesandsub-industryE-commerce21%9%10%7%7%6%6%Fuelandenergy6%6%PublicinstitutionsandpoliticalpartiesRetail6%9%5%5%Furniture,hometextileandhousewareInsurance4%4%4%4%Constructionanddecorationservices3%4%Entertainment,cultural,arts,andsportsevents20Description:AmongallsectorsadvertisingonradiosinTurkey,thefinanceindustryrankedfirst,reachinga21percentshareofvoice(SOV)in2021and22percentin2022.Additionally,automotive,transportationvehiclesandsub-industryrelatedradioadsrankedsecondinbothyears,holding10andninepercentshareofvoice(SOV),respectively.ReadmoreNote(s):Turkey;2021to2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;Deloitte;InteractiveAdvertisingBureauTurkey;Kantar;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyCinemaadvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)CinemaadvertisingexpenditureinTurkey2010-202212010080110.79589858171625760402005453463128201020112012201320142015201620172018201920202021202221Description:ThespendingoncinemaadvertisinginTurkeyincreasedfrom2010to2019,reachingapeakthatyearwith95millionTurkishlira.Thevalueofcinemaadvertisingexpendituredroppedsignificantlyin2020and2021duetocinemasbeingclosedforlongtimeduringcoronavirus(COVID-19)pandemic.Thecinemaadvertisingspendingamountedtonearly111millionTurkishlirain2022,whichwasarecordvalueregisteredthroughouttheanalyzedperiod.

ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedincinemasinTurkeyin2021,bynumberofads(in1,000s)LeadingbrandsadvertisedincinemasinTurkey2021,numberofadsNumberofadsinthousands800

1,00002004006005591,2001,4001,6001,8001,7352,000BtcTurkIsBankasi1,183EtsTurizm622Coca-ColaMonster298Casper239230228FantaSParibuMobilUygulamaBitexen19318822Description:In2021,whenrankedbythenumberofads,BtcTurk,aleadingBitcoinsellingandbuyingplatform,gotthefirstplaceamongthemostadvertisedbrandsincinemasinTurkey,withalmostapproximately1.7millionads.Additionally,IsBankasicameinsecondbyplacing1.2millionadsinmovietheaters.ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyCinemaadvertisements'shareofvoice(SOV)inTurkeyin2022,bysectorCinemaadvertisements'shareofvoice(SOV)inTurkey2022,bysectorShareofvoice0%5%10%15%20%25%Finance22%Entertainment,cultural,arts,andsportsevents13%Furniture,hometextileandhousewareBeverages7%5%InformationtechnologiesTourism5%5%E-commerce4%4%TextileInsurance3%3%Optics,watchesandaccessories23Description:In2022,thefinanceindustrybecametheleadingsectoramongallsectorsadvertisingincinemasinTurkey,reachinga22percentshareofvoice(SOV).Additionally,entertainment,cultural,arts,andsportseventscamesecondonthelist,holdinga13percentshareofvoice(SOV).ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;InteractiveAdvertisingBureauTurkey;Kantar;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyCHAPTER

03PressandoutdooradvertisingNewspaperadvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)NewspaperadvertisingexpenditureinTurkey2010-20221,2001,037.491,012.141,015.57995.98974.871,0008006004002000952.83880855.82703503480.16387366201020112012201320142015201620172018201920202021202225Description:ThenewspaperadvertisingexpenditureinTurkeywentdownfrom856millionTurkishlirain2010to387millionTurkishlirain2021.In2013,newspaperadvertisingexpenditurereachedarecordvalueofoveronebillionTurkishliraandbegantodecreaseafterwards.By2022,thevalueofexpenditureshowedaslightincreasefromthepreviousyear,amountingto480millionTurkishlira.ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedinnewspapersinTurkeyin2021,byadvolume(in1.000centimeters)LeadingbrandsadvertisedinnewspapersinTurkey2021,byadvolumeAdsizeinthousandcentimeters150

200050100250300350400BMTurkcell377198HalkbankZiraatBankasVakfBankTürkTelekomA101Marketstikbal1561481401129291Bellona78Vestel6526Description:In2021,theretailcompanyBMbecamethebrandthatplacedthemostadvertisementsinnewspapersinTurkey.TurkcellandHalkbankfollowedassecondandthird,placingtwohundredand1.6hundredcentimeters'worthofadvertisements,respectively.ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyNewspaperadvertisements'shareofvoice(SOV)inTurkeyin2022,bysectorNewspaperadvertisements'shareofvoice(SOV)inTurkey2022,bysectorShareofvoice6%0%2%4%8%10%12%14%16%18%17%FinanceRetail15%ConstructionanddecorationCommunication6%6%E-commerce6%Entertainment,cultural,arts,andsportseventsHoldingsandcompaniesTextiles5%5%5%IndustryandmachineryEducation4%3%27Description:Accordingtothegrossratingpointsformula,thefinancesectorreachedthehighestshareofvoice(SOV)amongallsectorsadvertisedinnewspapersinTurkeyin2022.Furthermore,theretailsectorfollowedcloselyrankinginsecondplace,reachinga15percentshare.ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;Kantar;MobileMarketingAssociationTurkey;RadioandTelevisionSupremeCouncilofTurkeyMagazineadvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)MagazineadvertisingexpenditureinTurkey2010-2022120103101.45101.8998.9710080604020094.7295.0386.3837876.03755852201020112012201320142015201620172018201920202021202228Description:ThetotalexpenditureonmagazineadvertisinginTurkeyconstantlydecreasedfrom2010until2020.In2021,magazineadvertisingexpenditureincreasedslightlycomparedtothepreviousyearandreached58millionTurkishlira.In2022,therewasabiggerincreaseobserved,withtheexpendituregoingupto76millionTurkishlira.ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedinmagazinesinTurkeyin2021,bynumberofpagesLeadingbrandsadvertisedinmagazinesinTurkey2021,numberofpagesNumberofpages200050100150250300350400395450ZiraatBankasiVakifBank364TrumpAlisverisMerkeziTurkcell309307THY290287EtsTurizmBorsaIstanbulHalkbank273252252246VodafoneYapiKrediBankasi29Description:In2021,whenrankedbythenumberofmagazinepages,ZiraatBankasigotthefirstplaceamongthemostadvertisedbrandsinTurkey,withalmost400pagesofadsintotal.AnotherTurkishbankVakifBankfollowedassecondonthelist,placing364pagesofmagazineads.ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyMagazineadvertisements'shareofvoice(SOV)inTurkeyin2022,bysectorMagazineadvertisements'shareofvoice(SOV)inTurkey2022,bysectorShareofvoice0%2%4%6%8%10%10%12%TextileIndustryandmachinery8%ConstructionanddecorationservicesTourism7%7%7%Furniture,hometextile,andhousewareFinance6%6%Automotive,transportationvehicles,andsub-industryHoldingsandcompanies4%4%Entertainment,cultural,arts,andsportseventsCosmeticsandselfcare3%30Description:Thetextilesectorreachedthehighestshareofvoice(SOV)amongallsectorsadvertisinginmagazinesinTurkeyin2022,accordingtothegrossratingpointsformula.Moreover,theindustryandmachinerysectortooksecondplace,holdinganeightpercentshare.ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;Deloitte;InteractiveAdvertisingBureauTurkey;Kantar;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyOutdooradvertisingexpenditureinTurkeyfrom2010to2022(inmillionTurkishlira)OutdooradvertisingexpenditureinTurkey2010-20221,2001,0008001,1109468528318057036004494153864002000348328306252201020112012201320142015201620172018201920202021202231Description:ThetotalvalueofoutdooradvertisingexpenditureinTurkeyshowedasteadyincreasefrom2010to2022.In2022,outdooradvertisingexpenditurereachedapeakof1.11billionTurkishlira.

ReadmoreNote(s):Turkey;2010to2022Source(s):AdvertisersAssociationTurkeyLeadingbrandsadvertisedoutdoorsinTurkeyin2021,bynumberofadsLeadingbrandsadvertisedoutdoorsinTurkey2021,numberofadsNumberofads020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000190,256A101MarketTHSokHipermarketAkbank117,68374,88667,00946,05541,756AlgidaEminevim27,375Migros26,15324,55224,200HalkbankDapYapi32Description:InTurkey,A101Market,aTurkishretailcompany,rankedfirstbyplacingover190thousandoutdooradsin2021.Inaddition,theleadinge-commerceplatformTtooksecondplace,withapproximately118thousandoutdoorads.

ReadmoreNote(s):Turkey;2021Source(s):Kantar;MarketingTurkeyOutdooradvertisements'shareofvoice(SOV)inTurkeyin2022,bysectorOutdooradvertisements'shareofvoice(SOV)inTurkey2022,bysectorShareofvoice0%2%4%6%8%10%12%14%16%16%18%RetailEntertainment,culturalandartseventsE-commerce10%9%Cosmeticsandself-careFinance7%7%Textile6%6%PublicandpoliticalinstitutionsEducation4%Food4%4%Constructionanddecorationservices33/statistics/1339137/turkey-share-of-voice-of-outdoor-ads-by-sectorTheretailindustrytookthefirstplaceintheranking,holdinga16percentshareofvoice(SOV)amongallsectorsadvertisingoutdoorsinTurkeyin2022.Entertainment,culturalandartseventsfollowedassecondonthelist,with10percentshare.

ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;InteractiveAdvertisingBureauTurkey;Kantar;MobileMarketingAssociationTurkey;NationalRadioBroadcastersAssociationTurkey;OutdoorAdvertisersFoundationTurkeyCHAPTER

04DigitaladvertisingDigitaladvertisingspendinginTurkeyfrom2020to2022(inbillioneuros)DigitaladspendinTurkey2020-20223.02.42.52.01.51.00.50.02.21.9120202021202235Description:In2022,Turkey'sdigitaladvertisingmarketwasvaluedat2.2billioneuros,whichindicatedaslightdecreasefromthepreviousyear.Inthesameyear,TurkeyrankedtenthlargestinEuropeintermsofdigitaladspending.

ReadmoreNote(s):Turkey;2020to2022Source(s):IABEuropeSpendingondigitaladvertisinginTurkeyfrom2007to2021,bytype(inmillionTurkishlira)DigitaladvertisingexpenditureinTurkey2007-2021,bytypeInternetdisplaySearch(paid)6,0005,0004,0003,0002,0001,000020072008200920102011201220132014201520162017201820192020202136Description:In2021,thespendingoninternetdisplayadvertisingincreasedyearlysince2007andreachedalmost3.1millionTurkishlirainTurkey.Thespendingonsearch(paid)advertisingdecreasedbyalmostamillionlirain2021comparedtothepreviousyearandtotaled1.9millionTurkishlira.ReadmoreNote(s):Turkey;2007to2021;*Datawasextractedfromanewsourcefrom2018.ReadmoreSource(s):AdvertisersAssociationTurkeyDigitaladvertisingexpenditureinTurkeyin2022,byformatanddevice(inmillioneuros)DigitaladvertisingspendinginTurkey2022,byformatanddeviceAdvertisingspendinmillioneuros600

800

1,00002004001,2001,4001,6001,800DisplayOfthis:videodisplayOfthis:non-videodisplayPaid-forsearch1,664665999493Classifieds&directories*1137Description:ThisstatisticpresentsdataondigitaladvertisingspendinginTurkeyin2022,brokendownbyformatanddevice.Thatyear,roughly2.2billioneuroswerespentondigitaldisplayadvertisinginTurkey,ofwhich665millioneuroswenttovideodisplayandalmostonebillioneuroswenttonon-videodisplayadvertising.ReadmoreNote(s):Turkey;2022Source(s):IABEuropeDistributionofdigitaladvertisingspendinginTurkeyin2022,byformatDigitaladvertisingspendingdistributioninTurkey2022,byformat90%80%70%60%50%40%30%20%10%0%76.8%22.7%0.5%DisplayPaid-forsearchClassifieds&directories38Description:In2022,displayadvertisingbecamethemostfrequenttypeindigitaladvertisinginTurkey,brokendownbyformat.Thatyear,spendingonpaid-forsearchadvertisingaccountedfornearly23percentoftotaldigitaladvertisingspending.

ReadmoreNote(s):Turkey;2022Source(s):IABEurope;IHSDigitaladvertisinggrowthrateinTurkeyfrom2014to2022DigitaladvertisinggrowthrateinTurkey2014-2022120%100%80%99.7%93.3%60%40%20%0%34.8%202020.8%201419.7%201519.1%201915.6%201714.4%201813.5%20162021202239Description:Year-on-yeargrowthofdigitaladvertisinginTurkeymostlyshowedanincreasingtrendfrom2014to2022.In2021,thedigitaladvertisingmarketinTurkeygrewbyapproximatelyhundredpercentcomparedtotheyearbefore,whichwasarecordvalueintheobservedperiod.In2022,thegrowthratewasmeasuredat93percent.Additionally,Turkeyplacedfirstin2020,2021and2022inEuropeintermsofdigitaladgrowth.

ReadmoreNote(s):Europe;2014to2022Source(s):IABEuropeDigitaladvertisingspendinginTurkeyin2022,bytypeanddevice(inbillionTurkishlira)DigitaladvertisingspendinginTurkey2022,bytypeanddeviceMobilePC1210.931087.775.6363.6642.922.622.420.570Clickorimpression-basedVideoSearchengineOther40Description:InTurkey,clickorimpression-basedadsreachedthehighestvaluebothinmobileadvertisingspending,totalingalmost11billionTurkishlira,accordingtotheestimationsmadein2022.ForPC,clickorimpression-basedadvertisingrecordedthehighestvalueduringthesameperiodaswell,withalmost3.7billionTurkishlira.Additionally,mobilevideoadsrankedsecondinmobileadvertisingspending,reachingroughly7.8billionTurkishlira.ReadmoreNote(s):Turkey;2022Source(s):AdvertisersAssociationTurkey;AdvertisingAssociationTurkey;DeloitteDigital;InteractiveAdvertisingBureauTurkey;MobileMarketingAssociationTurkey;SabancıUniversityDigitaladvertisingspendinginTurkeyin2022,bycategory(inbillionTurkishlira)DigitaladvertisingspendinginTurkey2022,bycategorySpendinginmillionTurkishlira10

1505202530ProgrammaticSocialmediaInfluencer*27.4315.461.961.25NativeIn-gameadvertisingConnectedTV**Digitalaudio***Display0.360.310.250.19E-mailadvertising****

0.141Description:In2022,programmaticadvertisingrecordedthehighestspendingamongallcategoriesofdigitaladvertisinginTurkey,reachingover27.4billionTurkishlira.Socialmediaandinfluenceradvertisingfollowed,totalingapproximately15.5andtwobillionTurkishlira,respectively.ReadmoreNote(s):Turkey;2022;*Influencercategorycoversallcampaigns,promot