Instant Messaging Advertising - Turkey

Turkey

Highlights

Ad spending in the Instant Messaging Advertising market in Turkey is forecasted to reach US$574.00k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.20%, leading to an estimated market volume of US$693.40k by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be US$0.01 in 2024.
Turkey's growing digital landscape is driving a surge in Instant Messaging Advertising, revolutionizing how brands engage with consumers in a dynamic market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in Turkey is experiencing significant growth and development.

Customer preferences: Customers in Turkey are increasingly using instant messaging platforms as a primary means of communication. This trend is driven by the convenience and accessibility of instant messaging apps, which allow users to send messages, make voice and video calls, and share media files. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Turkey is the integration of advertising within the messaging experience. Advertisers are finding innovative ways to seamlessly incorporate their messages into the user interface of instant messaging apps, ensuring that their ads are seen without disrupting the user experience. This includes sponsored stickers, branded GIFs, and native ads that blend in with the content of the conversations. Another trend in the market is the use of targeted advertising. Instant messaging platforms collect a wealth of user data, including demographics, interests, and behavior patterns. Advertisers are leveraging this data to deliver personalized and relevant ads to specific segments of the user base. This targeted approach increases the effectiveness of advertising campaigns and improves the overall user experience by presenting users with ads that are more likely to be of interest to them.

Local special circumstances: Turkey has a large and young population, with a high smartphone penetration rate. This creates a favorable environment for the growth of the Instant Messaging Advertising market. The young demographic is particularly active on instant messaging platforms, making it an ideal target audience for advertisers. Additionally, the widespread use of smartphones ensures that users have constant access to these platforms, further increasing the potential reach of advertising campaigns.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Turkey is also influenced by macroeconomic factors. Turkey has a rapidly growing economy, which has led to an increase in disposable income and consumer spending. This provides advertisers with a larger pool of potential customers who are more likely to engage with their ads. Furthermore, the digital advertising industry as a whole is experiencing growth worldwide, and Turkey is no exception. Advertisers are shifting their focus from traditional forms of advertising to digital platforms, including instant messaging apps, to reach their target audience more effectively. In conclusion, the Instant Messaging Advertising market in Turkey is developing at a rapid pace due to customer preferences for instant messaging platforms, the integration of advertising within the messaging experience, the use of targeted advertising, a large and young population, and favorable macroeconomic conditions. Advertisers are recognizing the potential of reaching a large and engaged audience through these platforms and are leveraging innovative strategies to deliver personalized and relevant ads. As the market continues to grow, it is expected that more advertisers will allocate their budgets towards instant messaging advertising in Turkey.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.