Search accounts for greatest share of digital spend
Although the internet is not widely accessed in Turkey, those who do go online are notably active. Starcom MediaVest Group reported that in 2011 only one-third of the population in Turkey was an internet user. And the skew of web users in the country is young—those between 15- to 34-years-old made up nearly seven out of 10 internet users in December 2012, according to comScore. That demographic slant may help explain why the engagement rate among internet users is so high.
comScore found that internet users in Turkey spent the greatest number of hours on the web out of any of the other European countries studied—31 hours in December 2012.
This heavy engagement with the internet is helping boost digital ad spending in the country as well, despite the country’s status as a still-emerging internet economy. The Interactive Advertising Bureau Turkey found that digital ad spending rose 30% in 2012 to TRS943 million ($523.9 million).
Search accounted for the bulk of spending, coming in at TRS448 million ($248.8 million), excluding search engine optimization investments. Display was slightly behind, with spending on the format reaching TRS374 million ($207.7 million). Most of the display spending went to classic banner formats. Video got a comparatively small share of spend.
Mobile also received limited investment, with SMS and MMS formats getting the greatest percentage of dollars. But mobile’s share will likely grow as mobile becomes a more common internet access point.
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