The Digital Video Advertising market in Turkey has been experiencing significant growth in recent years, driven by changing customer preferences and trends in the market.
Customer preferences: Customers in Turkey are increasingly turning to digital video advertising as a preferred medium for consuming content. This shift is largely driven by the convenience and accessibility of digital platforms, as well as the ability to personalize and target advertisements based on individual preferences. Additionally, the rise of mobile devices has made it easier for customers to access video content on the go, further fueling the demand for digital video advertising.
Trends in the market: One of the key trends in the Digital Video Advertising market in Turkey is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling more efficient and targeted campaigns. This trend is driven by the growing availability of data and advanced analytics tools, which enable advertisers to better understand their target audience and deliver more relevant and personalized advertisements. Another trend in the market is the rise of native video advertising. Native video ads seamlessly integrate with the content of the platform on which they are displayed, providing a less intrusive and more engaging user experience. This type of advertising is particularly effective on social media platforms, where users are already accustomed to consuming video content.
Local special circumstances: Turkey has a large and young population, with a high internet penetration rate. This demographic profile makes it an attractive market for digital video advertising, as young consumers are more likely to be active users of digital platforms and receptive to online advertising. Additionally, Turkey has a vibrant media and entertainment industry, which provides a strong foundation for the growth of digital video advertising.
Underlying macroeconomic factors: The growth of the Digital Video Advertising market in Turkey is also influenced by underlying macroeconomic factors. Turkey has a rapidly growing economy, with a rising middle class and increasing disposable incomes. This has led to an increase in consumer spending and a greater demand for products and services, which in turn drives the need for advertising. Furthermore, the government in Turkey has been actively promoting digital transformation and supporting the development of the digital economy, which has created a favorable environment for the growth of digital video advertising. In conclusion, the Digital Video Advertising market in Turkey is experiencing significant growth due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the adoption of programmatic advertising, the rise of native video advertising, and the favorable demographic and economic conditions in Turkey are all contributing to the development of the market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.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.
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