Digital Video Advertising - Turkey

Ad spending in the Digital Video Advertising market in Turkey is forecasted to reach US$426.10m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.51%, leading to a projected market volume of US$588.00m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue is expected to be generated in Turkey.
In the Digital Video Advertising market of Turkey, 81% of total ad spending is estimated to be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market of Turkey is projected to be US$5.58 in 2024.
Connected TV ad spending in the Digital Video Advertising market of Turkey is forecasted to reach US$49.54m in 2024.
Connected TV is poised to display an annual growth rate (CAGR 2024-2030) of 4.08%, resulting in a projected market volume of US$62.97m by 2030.
The ad spending on short-form videos in the Digital Video Advertising market of Turkey is projected to reach US$221.00m in 2024.
The ad spending on short-form videos is anticipated to showcase an annual growth rate (CAGR 2024-2030) of 8.11%, resulting in a projected market volume of US$352.80m by 2030.
Turkey's Digital Video Advertising market is experiencing rapid growth, driven by increased internet penetration and a shift towards online video consumption.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

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 Global Survey) 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.

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

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.