Direct Messaging Advertising - Turkey

Ad spending in the Direct Messaging Advertising market in Turkey is forecasted to reach US$300.00m in 2024.
The projected annual growth rate (CAGR 2024-2030) is 0.81%, which is expected to lead to a market volume of US$314.90m by 2030.
Direct Mail Advertising holds the largest market share in Turkey with a volume of US$222.20m in 2024.
When compared globally, the United States leads in ad spending with US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is estimated to be US$3.48 in 2024.
In Turkey, Direct Messaging Advertising is experiencing a surge in popularity due to its cost-effectiveness and targeted reach in the competitive advertising market.

Definition:

Direct Messaging Advertising refers to a type of advertising format that involves sending advertisement messages directly to individual audiences or specific target groups through private communication channels. Direct Messaging Advertising includes both traditional and digital advertising methods, such as direct mail, e-mail, SMS, web push, instant messaging, and telemarketing. This form of advertising aims to establish a personalized and direct connection with potential customers.

Structure:

Direct Messaging Advertising typically refers to advertising formats used within various messaging platforms or direct messaging channels. These formats are designed to deliver targeted advertisements directly via private communication channels such as e-mail, SMS, direct mail, web push, telemarketing, and instant messaging.

Additional information:

Direct Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

SMS advertising
Direct mail advertising
Web push advertising
Telemarketing
Instant messaging advertising
Traditional direct messaging
Digital direct messaging

Service agencies
Consultant fees
Production costs
Design services

The Direct Messaging Advertising market in Turkey is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Turkey are increasingly turning to direct messaging advertising as a way to connect with brands and receive personalized content. This preference for direct messaging is driven by the convenience and immediacy it offers, allowing customers to engage with brands on their own terms and receive relevant information in real-time. Additionally, customers appreciate the personalized nature of direct messaging, as it allows them to feel more connected to brands and receive tailored offers and recommendations.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Turkey is the rise of chatbots. Chatbots are automated messaging systems that can interact with customers in a conversational manner. They are becoming increasingly sophisticated and are able to handle a wide range of customer inquiries and requests. Chatbots provide brands with a cost-effective and efficient way to engage with customers, as they can handle multiple conversations simultaneously and provide instant responses. This trend is driven by the growing demand for personalized customer experiences and the need for brands to scale their customer service operations. Another trend in the market is the integration of direct messaging advertising with social media platforms. Social media platforms such as Facebook Messenger and WhatsApp are increasingly being used as channels for direct messaging advertising. This integration allows brands to reach a wider audience and leverage the extensive user base of these platforms. It also provides customers with a seamless experience, as they can engage with brands through the same platform they use for social networking.

Local special circumstances: Turkey has a large and growing population of internet users, with a high level of smartphone penetration. This widespread adoption of technology and connectivity has created a fertile ground for the growth of direct messaging advertising. Additionally, Turkish customers are known for their high engagement with social media platforms, making them receptive to direct messaging advertising campaigns.

Underlying macroeconomic factors: Turkey has a strong and growing economy, which has contributed to the development of the Direct Messaging Advertising market. As disposable incomes rise and consumer spending increases, brands are investing more in advertising to capture the attention of Turkish consumers. This has created a favorable environment for the growth of direct messaging advertising, as brands seek innovative and effective ways to reach their target audience. In conclusion, the Direct Messaging Advertising market in Turkey is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The rise of chatbots and the integration of direct messaging advertising with social media platforms are key trends driving this growth. Furthermore, Turkey's large and connected population, along with its strong economy, provide a favorable environment for the development of direct messaging advertising.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

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, number of smartphone users, internet coverage, and number of urban households. 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 4G coverage.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.