Out-of-Home Advertising - Turkey | Statista Market Forecast

Turkey is expected to see Ad spending in the Out-of-Home Advertising market reach US$140.20m in 2024.
The largest market in Turkey is Traditional Out-of-Home Advertising with a market volume of US$75.48m in 2024.
When compared globally, United States is forecasted to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in Turkey's Out-of-Home Advertising market is projected to be US$1.62 in 2024.
Turkey's Out-of-Home Advertising market is seeing a surge in digital billboards, leveraging technology to target consumers effectively in urban areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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 & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Turkey is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In Turkey, customers are increasingly drawn to Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital technology, customers are demanding more interactive and engaging advertisements that can capture their attention in a crowded marketplace. Out-of-Home Advertising offers the perfect solution, as it allows brands to showcase their products or services in creative and innovative ways.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Turkey is the adoption of digital signage. Traditional billboards and posters are being replaced by dynamic digital screens that can display multiple advertisements in a rotating fashion. This not only allows for more flexibility in terms of content, but also enables advertisers to target specific audiences at different times of the day or week. Another trend in the market is the integration of mobile technology with Out-of-Home Advertising. QR codes and NFC tags are being used to connect offline advertisements with online platforms, allowing customers to interact with brands in real-time. This not only enhances customer engagement, but also provides valuable data and insights for advertisers.

Local special circumstances: Turkey has a young and tech-savvy population, which makes it an ideal market for Out-of-Home Advertising. The country has a high smartphone penetration rate and a large number of social media users, which means that brands can leverage these platforms to amplify their Out-of-Home Advertising campaigns. Additionally, Turkey has a vibrant and dynamic urban landscape, with bustling cities and busy streets, providing ample opportunities for advertisers to reach their target audience.

Underlying macroeconomic factors: Turkey's growing economy and increasing consumer spending power are driving the growth of the Out-of-Home Advertising market. As the middle class expands and disposable incomes rise, more people are able to afford goods and services, creating a larger consumer base for advertisers to target. Furthermore, Turkey's strategic location between Europe and Asia makes it an attractive market for international brands looking to expand their reach. In conclusion, the Out-of-Home Advertising market in Turkey is thriving due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As technology continues to evolve and consumer behavior shifts, the market is expected to further expand and innovate to meet the demands of a dynamic and competitive marketplace.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.