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Digital ad publishers in Turkey made 20.5% more in 2014 than they did the year before, according to data from the Interactive Advertising Bureau Turkey (IAB Turkey), or nearly TRY1.41 billion ($644.1 million).
Search accounted for more than half the total, IAB Turkey reported, and was also growing faster than the average. Search actually increased its share of the total digital ad market in Turkey somewhat between 2013, when it accounted for 50.2% of revenues, and 2014, when that percentage was up to 52.0%.
Display ads, meanwhile, lagged the average growth rate, posting just a 16.5% increase during the period.
On mobile, however, display was gaining rapidly, with 58.5% growth to TRY26.0 million ($11.9 million). That brought mobile display ads almost even with messaging-based formats, whose share of the total market declined.
In-game advertising, as well as certain types of display—video ads and affiliate marketing—were also doing better than the market as a whole.
eMarketer expects 44.7 million people in Turkey to use the internet via any device at least once per month this year. That amounts to 54.2% of the country’s population and represents 9.2% year-over-year growth. By 2019, the end of eMarketer’s forecast period, just under two-thirds of people in Turkey will go online monthly.
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