Digital Out-of-Home Advertising - Turkey

Ad spending in the Digital Out-of-Home Advertising market in Turkey is forecasted to reach US$64.73m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 9.67%, leading to a projected market volume of US$112.60m by 2030.
In 2024, the market is estimated to reach a volume of US$4.37bn, with the majority of ad spending originating from China.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market is US$0.75 for 2024 in Turkey.
Turkey's digital out-of-home advertising market is rapidly expanding, driven by innovative technology and a growing demand for interactive and engaging consumer experiences.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, 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. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Turkey is experiencing significant growth and development.

Customer preferences: One of the main reasons for the growth of the Digital Out-of-Home Advertising market in Turkey is the changing preferences of customers. With the rise of digital technology and the increasing use of smartphones and tablets, consumers are becoming more connected and mobile than ever before. They are constantly on the go and are looking for ways to stay informed and entertained while they are out and about. Digital Out-of-Home Advertising provides a unique opportunity for advertisers to reach these consumers in a highly targeted and engaging way.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Turkey is the increasing use of interactive and dynamic content. Advertisers are leveraging the latest technology to create immersive and interactive experiences that capture the attention of consumers. This includes the use of touch screens, motion sensors, and augmented reality to create engaging and personalized advertisements. Another trend is the integration of social media into Digital Out-of-Home Advertising campaigns. Advertisers are using social media platforms to encourage consumers to interact with their ads and share their experiences with their friends and followers. This not only increases brand awareness but also creates a sense of community and social connection.

Local special circumstances: Turkey has a young and tech-savvy population, with a high level of smartphone penetration. This makes it an ideal market for Digital Out-of-Home Advertising, as consumers are already accustomed to using digital devices and are receptive to digital content. Additionally, Turkey is a popular tourist destination, attracting millions of visitors each year. Digital Out-of-Home Advertising provides a unique opportunity for advertisers to reach both local residents and tourists, allowing them to target a diverse and international audience.

Underlying macroeconomic factors: The Digital Out-of-Home Advertising market in Turkey is also benefiting from favorable macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to increased consumer spending and investment in advertising. Additionally, Turkey has a well-developed infrastructure, with a network of highways, airports, and public transportation systems that provide ample opportunities for Digital Out-of-Home Advertising. These factors, combined with the changing preferences of customers and the innovative use of technology, are driving the growth and development of the Digital Out-of-Home Advertising market in Turkey.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. 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, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

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

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.