Search Advertising - Turkey

Turkey

Highlights

Ad spending in the Search Advertising market in Turkey is forecasted to reach US$564.30m in 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending is 8.47%, leading to a projected market volume of US$919.30m by 2030.
When compared globally, the United States will generate the highest ad spending in the Search Advertising market, reaching US$137.00bn in 2024.
In 2030, 63% of the total ad spending in the Search Advertising market in Turkey will come from mobile.
The average ad spending per internet user in the Search Advertising market in Turkey is estimated to be US$7.39 in 2024.
Turkey's search advertising market is experiencing a shift towards mobile-first strategies to capitalize on the country's high smartphone penetration rate.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

Turkey is a country known for its rich history, vibrant culture, and diverse economy. One sector that has experienced significant growth and development in recent years is the Search Advertising market. This market has seen a surge in popularity and usage, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Turkey have shifted towards digital platforms and online shopping. With the increasing availability of smartphones and internet access, more and more people are turning to the internet to search for products and services. This has created a demand for search advertising, as businesses seek to reach their target audience through online search engines. Customers are also becoming more tech-savvy and are actively engaging with online advertisements, leading to a higher conversion rate for businesses. One of the trends in the Search Advertising market in Turkey is the rise of mobile advertising. Mobile devices have become an integral part of people's lives, and advertisers are capitalizing on this trend by targeting mobile users with personalized and location-based advertisements. This trend is expected to continue as mobile internet penetration and smartphone usage continue to grow in the country. Another trend in the market is the increasing use of data-driven advertising strategies. Advertisers are leveraging data analytics and artificial intelligence to optimize their search advertising campaigns. By analyzing user behavior and preferences, businesses can tailor their advertisements to specific target audiences, resulting in higher click-through rates and conversions. Local special circumstances also play a role in the development of the Search Advertising market in Turkey. The country has a young and tech-savvy population, with a high internet penetration rate. This provides a fertile ground for digital advertising, as businesses can reach a large audience through online platforms. Additionally, Turkey has a growing e-commerce sector, with more people turning to online shopping. This has created opportunities for businesses to advertise their products and services through search engines, driving the growth of the market. Underlying macroeconomic factors also contribute to the development of the Search Advertising market in Turkey. The country has a strong and stable economy, with a growing middle class and increasing consumer purchasing power. As a result, businesses are investing more in advertising to capture a larger share of the market and attract customers. This has led to increased competition in the search advertising industry, with businesses vying for the attention of consumers. In conclusion, the Search Advertising market in Turkey is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. With the increasing use of digital platforms, mobile advertising, data-driven strategies, and a growing e-commerce sector, the market is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.