Traditional Out-of-Home Advertising - Turkey

Turkey's Traditional Out-of-Home Advertising market is anticipated to witness ad spending reaching US$75.48m by 2024.
The sector is forecasted to experience an annual growth rate (CAGR 2024-2030) of 3.65%, leading to a projected market volume of US$93.62m by 2030.
In 2024, the average ad spending per capita in Turkey's Traditional Out-of-Home Advertising market is estimated to be US$0.88.
Traditional Out-of-Home Advertising in Turkey is experiencing a resurgence, with brands leveraging iconic locations like Istanbul's Taksim Square for maximum impact.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional Out-of-Home (OOH) 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 Traditional 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.

Traditional billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Turkey has been experiencing significant growth in recent years.

Customer preferences: In Turkey, customers have shown a strong preference for traditional out-of-home advertising methods such as billboards, posters, and signage. This preference can be attributed to the fact that these methods are highly visible and can reach a large audience. Additionally, traditional out-of-home advertising is often seen as more trustworthy and reliable compared to digital advertising, which can be easily ignored or blocked by consumers.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Turkey is the increasing use of digital technology. While traditional methods still dominate the market, there has been a growing adoption of digital billboards and signage. This trend is driven by the ability of digital advertising to provide dynamic and interactive content, which can capture the attention of consumers in a more engaging way. Furthermore, digital technology allows for real-time updates and targeted advertising, which can enhance the effectiveness of out-of-home campaigns. Another trend in the market is the integration of traditional out-of-home advertising with other marketing channels. Advertisers are increasingly using a multi-channel approach, combining traditional methods with digital advertising, social media, and mobile marketing. This integrated approach allows for a more cohesive and effective advertising campaign, as it can reach consumers at multiple touchpoints and reinforce the brand message.

Local special circumstances: Turkey's unique geographical location, at the crossroads of Europe and Asia, makes it a strategic market for out-of-home advertising. The country serves as a gateway between East and West, attracting a diverse range of businesses and tourists. This presents an opportunity for advertisers to reach a wide audience, including both local residents and international visitors. Furthermore, Turkey has a young and tech-savvy population, which is increasingly connected and engaged with digital media. This presents an opportunity for advertisers to leverage digital out-of-home advertising to reach this tech-savvy audience. Additionally, Turkey has a strong outdoor culture, with people spending a significant amount of time outdoors. This creates ample opportunities for advertisers to capture the attention of consumers through traditional out-of-home advertising methods.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Turkey can be attributed to several underlying macroeconomic factors. Firstly, Turkey has experienced steady economic growth in recent years, which has led to an increase in consumer spending and business investment. This has created a favorable environment for advertisers, as businesses are willing to invest in advertising to promote their products and services. Secondly, Turkey has a large and growing population, which provides a large consumer base for advertisers to target. Additionally, the country has a high urbanization rate, with a significant portion of the population living in cities. This urban population is more likely to be exposed to out-of-home advertising, as they spend more time outside their homes and commute on a regular basis. In conclusion, the Traditional Out-of-Home Advertising market in Turkey is developing due to customer preferences for traditional methods, the integration of digital technology, Turkey's unique geographical location, a young and tech-savvy population, and underlying macroeconomic factors such as economic growth and urbanization. This presents a promising market for advertisers to reach a wide audience and promote their brands effectively.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.