Advertising - Turkey | Statista Market Forecast

Ad spending in the Advertising market in Turkey is forecasted to reach US$3.08bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$1.23bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market, 63% of total ad spending is projected to come from digital sources in 2030.
The average ad spending per capita in the TV & Video Advertising market is estimated to be US$14.24 in 2024.
Moreover, Advertising market of the 81% revenue is anticipated to be generated through programmatic advertising in 2030.
Turkey's advertising market is experiencing a shift towards digital platforms, with a growing focus on social media and influencer collaborations.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Turkey is experiencing significant growth and development.

Customer preferences: Turkish consumers have shown a strong preference for digital advertising, with a growing number of people accessing the internet through smartphones and other mobile devices. This has led to an increase in online advertising, including social media ads, search engine marketing, and display advertising. Additionally, Turkish consumers are becoming more receptive to personalized and targeted advertising, as they value convenience and relevance in their purchasing decisions.

Trends in the market: One of the key trends in the advertising market in Turkey is the shift towards programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placements, which improves efficiency and targeting. This trend is driven by the increasing availability of data and advanced analytics tools, enabling advertisers to reach their target audience more effectively. Another trend is the growing popularity of influencer marketing, as Turkish consumers are increasingly influenced by social media personalities and online influencers.

Local special circumstances: Turkey has a large and young population, with a high level of internet penetration. This provides a fertile ground for digital advertising, as more people are spending time online and engaging with digital content. Additionally, Turkey has a vibrant and dynamic startup ecosystem, which has led to the emergence of innovative advertising technologies and platforms. This has created opportunities for both local and international advertisers to reach Turkish consumers in new and creative ways.

Underlying macroeconomic factors: Turkey has experienced strong economic growth in recent years, which has contributed to the growth of the advertising market. A growing middle class and rising disposable incomes have led to increased consumer spending, driving demand for advertising across various sectors. Furthermore, the Turkish government has implemented policies to promote entrepreneurship and innovation, which has stimulated business activity and investment in the advertising industry. In conclusion, the advertising market in Turkey is witnessing significant growth and development, driven by customer preferences for digital advertising, trends such as programmatic advertising and influencer marketing, local special circumstances including a large and young population and a vibrant startup ecosystem, and underlying macroeconomic factors such as strong economic growth and government support for entrepreneurship. These factors are likely to continue shaping the advertising market in Turkey and present opportunities for advertisers to reach a growing and receptive audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.