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Marketers in Turkey spent more on display ads than any other format in H1 2016, including search advertising, classifieds and directories. Over half of the nearly TRY930 million (about $340 million) spent on digital ads went toward display ads.
According to Interactive Advertising Bureau Turkey (IAB Turkey), advertisers spent about TRY550 million (about $200 million) in H1 on display placements. The vast majority of that was spent on impression- or click-based ads—almost TRY430 million (nearly $160 million). Video accounted for about one-fifth of display spending, and native took only around 6%.
The report also broke out spending in other ways, such as by transaction method regardless of format.
Programmatic transactions accounted for TRY164.0 million ($60 million) in ad spending during the period, for example—around 18% of total digital ad spending. Marketers spent TRY145.0 million ($53 million) on mobile placements—about 15.6% of digital spending.
These figures come after a year of rapid digital ad spending growth. An Interactive Advertising Bureau Europe (IAB Europe) reported marked Turkey’s digital ad spending growth as the seventh-highest in Europe in 2015, ahead of nations like Spain and Switzerland. Growth hit nearly 20% last year.
The question, however, is how deeply these ads are reaching consumers in Turkey. Only 34% of internet users in Turkey are digital buyers, which may explain why the bulk of spending is going toward awareness-oriented formats like display, rather than direct-response placements like search ads.
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