IAB Turkey Released 2018 Digital Ad Spend

IAB Turkey Released 2018 Digital Ad Spend

DIGITAL AD REVENUES IN TURKEY INCREASED BY 14,2%, REACHING TO 2,47 BILLION TL IN 2018

According to IAB Turkey AdEx-TR 2018 Report digital ad revenues reached 2,47 billion TL with a growth of 14,2%

IAB AdEx-TR 2018 report reveals that display ad revenues reached TL 1,41bn by growing 15%. Advertising based on Display/Click gets the biggest share under Display category with TL 969M. On the other hand, Video ad revenues reached to TL 353M with a growth rate of 31% and Native to TL 101M.

Search Advertising revenues which consists of Keyword Based Advertising completed 2018 with TL 923M, where Classified & Directories rose to TL 113M. E-mail marketing ad revenues which had declined in previous years, continued to decline by 5% with nearly to TL5M. and, in-game advertising reached TL 17M.

While TL 1,4bn out of TL2,47bn was spent on mobile platforms, 79% of the social media ads (TL411M in total) took place on mobile platforms. Programmatic ad-spend hit TL 1,69bn and continued to increase in 2018.

Neslihan Olcay, IAB Turkey’s Chairwoman said, “According to e-marketer[1], in 2018 global ad spend will reach $628.6bn and digital will be the driving force of advertising industry with a share of 43,5%. In a relatively difficult economical period, Turkey succeeded to grow in double digits once more. We foresee that video ads which grew by 31% in 2018 will follow the same path in 2019 since Fair Usage Quota has been removed. As of next year, making a methodological improvement in AdEx study and providing more detailed information to the industry are within the plans. 

In this context, I’d like to emphasize that new research projects will be among top priorities in addition to AdEx-TR. The Research Committee recently founded will conduct diversified research studies related to the market and will support the industry and foreign investors’ decision-making processes.

In 2019, we’ll also initiate new working groups, namely B2B and AdTech & MarTech. These are two major topics expected to grow. M2M (Machine to Machine) marketing will be another interesting topic in a couple of years. Moreover, even today Digital extends beyond the advertising, therefore Direct Brand Economy will also be in our agenda. And we will definitely keep the current projects by improving them.”

*Agency fees, production costs and direct buys are not involved.

**Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value.

IAB Turkey is a separate, independently organized and operated organization, which is part of Interactive Advertising Bureau’s global network of businesses, but it is not owned, controlled, or operated by the Interactive Advertising Bureau, Inc. “IAB,” “Interactive Advertising Bureau,” and related trademarks and materials used are under license.” IAB is active in 47 countries and conducts its operations in order to develop interactive advertising and grow its share among overall marketing investments. In accordance with this purpose IAB continuously demonstrates advertisers. agencies and media agencies the added-value of interactive communication. IAB is based in USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of digital industry. In July 2011. IAB Turkey has become an association and currently it has 155 members. For detailed information: www.iabturkiye.org