IAB TURKEY RELEASED 2017 HALF YEAR DIGITAL AD REVENUE DIGITAL AD REVENUES IN TURKEY INCREASED BY 14.6%, REACHING TO 1,063 BILLION* TL IN THE FIRST HALF OF 2017
According to IAB Turkey AdEx-TR 2017 Half Year Report digital ad revenues reached 1,063 billion TL with a 14.6% growth.
IAB AdEx-TR Half Year report reveals that display ad revenues reached 618 million TL by growing 13%. Advertising based on Display/Click gets the biggest share under Display category with 460 million TL. On the other hand, Video ad revenues reached to 122.7million TL with a high growth rate of 33.7% and Native to 35 million TL.
Search Advertising revenues which consists of Keyword Based Advertising completed 2017 first half with 387 million TL, where Classified & Directories rose to 49,8 million TL. E-mail marketing ad revenues which had declined last year due to effect of the Law on Regulation of Electronic Commerce started to increase again and completed the half year with 2.9 million TL. On the other hand, In-game advertising reached 5.8 million TL.
454.6 million TL out of 1,063 billion TL occurred on mobile platforms. 64% of the social media ads (160.7 million TL in total) took place on mobile platforms. Programmatic ad investments hit 625.3 million TL and continued to increase in 2017 first half.
Dr. Mahmut Kurşun, IAB Turkey’s Chairman said, “We made a relatively slow beginning to 2017, due to referendum on April. However, it is good that we completed half year with an increase of almost 15%. According to e-marketer, global digital advertising revenues will have a share of 50% in 2021. Digital surpasses TV for the last two years in Europe. Considering the progress in Turkey; we can predict that digital will take the first place in terms of ad revenues in 2022. To make this prediction real, we have to solve the global problems with all of the industrial stakeholders and generate solutions. Today, the media and marketing departments’ main focus is digital transformation. As IAB Turkey we are aware of that fact and believe that every trade body within the industry should work to make the conversion easier.”
2016 first half- million TL
2017 first half million TL
Change %
Total Digital Advertising Investments*
927.62
1063.13
14.61
Display Advertising Investments
545.98
617.54
13.11
Advertising based on Display/Click
427.70
459.78
7.50
Video
91.78
122.70
33.69
Native
26.51
35.07
32.29
Search Advertising Investments
329.60
386.99
17.41
Keyword based advertising
329.60
386.99
17.41
Classified & Directories
44.46
49.81
12.02
Others
7.58
8.79
15.93
E-mail marketing
2.75
2.99
8.80
In-game advertising
4.83
5.80
20.00
* Creative executions. CRM works and SEO investments are excluded.
Social media**
126.65
160.74
26.91
Mobile**
285.30
454.59
59.34
Programmatic**
164.30
625.29
280.58
** Social media. mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value.
1$ = 3.64 TL (Central Bank of Republic of Turkey 2017 First Half Daily Avg. Effective Exchange Rates)