In-App Advertising - Turkey

Turkey

Highlights

Ad spending in the In-App Advertising market in Turkey is forecasted to reach US$506.20m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 9.13%, leading to a projected market volume of US$855.00m by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be US$6.32 in 2024.
When compared globally, China is expected to generate the highest ad spending (US$132.80bn in 2024).
Turkey's in-app advertising market is experiencing rapid growth, driven by the country's increasing smartphone penetration and tech-savvy population.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

In-App Advertising market in Turkey is experiencing significant growth and development.

Customer preferences: Customers in Turkey are increasingly using mobile applications for various purposes such as social media, gaming, entertainment, and shopping. This has created a large user base for in-app advertising. Users in Turkey are generally receptive to targeted advertisements that are relevant to their interests and preferences. They appreciate personalized content and offers, which can enhance their overall app experience.

Trends in the market: One of the key trends in the In-App Advertising market in Turkey is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling more efficient and targeted campaigns. This trend is driven by the growing demand for real-time bidding and the need for advertisers to reach their target audience effectively. Programmatic advertising also offers better measurement and analytics capabilities, allowing advertisers to optimize their campaigns based on performance data. Another trend in the market is the rise of native advertising. Native ads are designed to match the look and feel of the app, making them less intrusive and more engaging for users. This type of advertising is gaining popularity in Turkey as it provides a seamless user experience while still delivering brand messages effectively. Advertisers are increasingly investing in native advertising to capture the attention of users and drive higher engagement rates.

Local special circumstances: Turkey has a young and tech-savvy population, which contributes to the growth of the In-App Advertising market. The country has a high smartphone penetration rate, and mobile apps have become an integral part of people's daily lives. This creates a favorable environment for in-app advertising, as users are more likely to engage with ads while using mobile apps. Furthermore, Turkey has a vibrant startup ecosystem, with many successful local app developers and publishers. These companies are actively monetizing their apps through in-app advertising, attracting both local and international advertisers. The presence of a thriving app development community contributes to the availability of high-quality app inventory for advertisers to reach their target audience effectively.

Underlying macroeconomic factors: Turkey's economy has been growing steadily, which has led to an increase in consumer spending. This growth in disposable income has resulted in higher app usage and engagement, creating more opportunities for in-app advertising. Advertisers are keen to tap into this growing market and reach the Turkish consumers through mobile apps. In conclusion, the In-App Advertising market in Turkey is experiencing growth and development due to customer preferences for personalized and targeted advertisements, the adoption of programmatic and native advertising, the presence of a young and tech-savvy population, a vibrant startup ecosystem, and the overall macroeconomic growth of the country.

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.