Turkey's advertising market is not just thriving, it's exploding with digital energy, as evidenced by its 85 billion TRY expenditure in 2023 marking a staggering 25% growth, a figure that firmly anchors the nation's position as a rapidly evolving and influential hub for media investment.
Key Takeaways
- In 2023, Turkey's total advertising market expenditure reached approximately 85 billion TRY, marking a 25% year-over-year growth driven by economic recovery and digital shifts
- The advertising industry's contribution to Turkey's GDP stood at 1.2% in 2022, with projections to rise to 1.5% by 2025 due to increased media investments
- Turkey's ad market grew by 18.4% in real terms in 2021, outperforming global averages amid post-pandemic recovery
- In 2023, digital ad spend in Turkey surged to 45% of total ad market, overtaking TV for the first time
- Mobile advertising accounted for 62% of digital ad spend in Turkey in 2023, reaching 25 billion TRY
- Social media ad revenue in Turkey grew 35% YoY to 18 billion TRY in 2023, led by Instagram and TikTok
- TV advertising still held 30% of total ad spend in Turkey in 2023 at 25 billion TRY
- Print media ad revenue in Turkey declined to 5 billion TRY in 2023, down 10% YoY
- Radio ad spend remained stable at 2.1 billion TRY in 2023, popular in rural areas
- Total agency billings in Turkey's ad industry hit 40 billion TRY in 2023, up 20%
- Creative agency revenue grew 22% to 15 billion TRY in 2023, led by digital integration
- Media buying agencies captured 28 billion TRY spend in 2023 Turkey market
- 68% of Turkish consumers trust online reviews in ad-influenced purchases 2023
- 52 million internet users in Turkey drove 40% ad growth projection for 2024
- Sustainability ads increased 45% in spend to 2 billion TRY in 2023 Turkey
Turkey's ad market grows robustly, driven by digital innovation and economic recovery.
Agency and Expenditure
- Total agency billings in Turkey's ad industry hit 40 billion TRY in 2023, up 20%
- Creative agency revenue grew 22% to 15 billion TRY in 2023, led by digital integration
- Media buying agencies captured 28 billion TRY spend in 2023 Turkey market
- PR agency billings reached 5.2 billion TRY in 2023, focusing on crisis management
- Production houses expenditure for ads was 8 billion TRY in 2023 Turkey
- Freelance creative spend by agencies hit 1.5 billion TRY in 2023, rising trend
- ROI on agency-led TV campaigns averaged 5:1 in Turkey 2023 measurements
- Agency employee count in ad industry reached 25,000 in Turkey 2023, up 10%
- Average salary for ad executives in Istanbul was 150,000 TRY annually in 2023
- Client retention rate for top agencies was 85% in Turkey 2023 surveys
- New agency launches numbered 120 in Turkey 2023, mostly digital-focused
- Programmatic buying platforms used by 70% of agencies, saving 15% costs in 2023
- B2B ad expenditure by agencies grew to 10 billion TRY in 2023 Turkey
- Event marketing agency spend was 3.5 billion TRY in 2023 post-COVID recovery
- Ad tech vendor payments by agencies totaled 2 billion TRY in 2023
- FMCG brands spent 18 billion TRY on ads via agencies in Turkey 2023
Agency and Expenditure Interpretation
While Turkey's ad industry has clearly mastered the art of converting creative pixels into significant profits, with agencies pocketing 40 billion TRY in a year where even crisis management became a 5.2-billion-TRY specialty, it seems the real campaign is an internal one to retain both the 85% of clients and the 25,000 employees now expecting a decent Istanbul salary.
Digital Advertising
- In 2023, digital ad spend in Turkey surged to 45% of total ad market, overtaking TV for the first time
- Mobile advertising accounted for 62% of digital ad spend in Turkey in 2023, reaching 25 billion TRY
- Social media ad revenue in Turkey grew 35% YoY to 18 billion TRY in 2023, led by Instagram and TikTok
- Programmatic advertising share in Turkey's digital market hit 55% in 2023, valued at 12 billion TRY
- Video ad spend on digital platforms in Turkey reached 8.5 billion TRY in 2023, up 40% YoY
- Search advertising dominated digital with 28% share, generating 14 billion TRY in Turkey 2023
- Influencer marketing spend in Turkey grew to 3.2 billion TRY in 2023, with 25,000 active influencers
- E-commerce ad spend via digital channels hit 22 billion TRY in 2023, 50% of total digital
- OTT/CTV ad revenue in Turkey reached 1.8 billion TRY in 2023, growing 60% YoY
- Native advertising spend in Turkey was 4.1 billion TRY in 2023, integrated into content platforms
- Retail media networks in Turkey generated 2.5 billion TRY in digital ads in 2023, led by Trendyol
- DOOH digital out-of-home ad spend grew to 1.2 billion TRY in 2023, up 25% in urban areas
- Audio digital ads like podcasts reached 500 million TRY in Turkey 2023, emerging trend
- Gaming ad spend in Turkey exploded to 900 million TRY in 2023, with 30 million gamers
- Email marketing ROI in Turkey averaged 42:1 in 2023 digital campaigns
Digital Advertising Interpretation
Turkey's advertising landscape has decisively shifted from the living room TV to the smartphone screen, where consumers now navigate a hyper-targeted, video-saturated, and influencer-laden digital bazaar, all while their pockets buzz with the sound of commerce.
Market Overview
- In 2023, Turkey's total advertising market expenditure reached approximately 85 billion TRY, marking a 25% year-over-year growth driven by economic recovery and digital shifts
- The advertising industry's contribution to Turkey's GDP stood at 1.2% in 2022, with projections to rise to 1.5% by 2025 due to increased media investments
- Turkey's ad market grew by 18.4% in real terms in 2021, outperforming global averages amid post-pandemic recovery
- By 2027, Turkey's advertising revenue is forecasted to hit 120 billion TRY, with a CAGR of 12% from 2023-2027
- In Q4 2023, ad spend in Turkey increased by 32% compared to Q4 2022, fueled by holiday campaigns and e-commerce boom
- Turkey ranks 18th globally in advertising expenditure with $2.8 billion USD in 2022
- Ad spend per capita in Turkey was 32 USD in 2023, up from 25 USD in 2022, reflecting rising consumer engagement
- The Turkish ad market saw a 15% nominal growth in 2020 despite COVID-19, thanks to digital pivots
- Foreign investment in Turkey's ad sector reached 500 million USD in 2023, supporting agency expansions
- Ad intensity (ad spend as % of GDP) in Turkey was 0.9% in 2023, below EU average but growing rapidly
- Turkey's ad market rebounded with 28% growth in 2022 after a flat 2021, per RTK data
- Projected ad spend for 2024 in Turkey is 105 billion TRY, with inflation-adjusted growth of 10%
- SME contribution to Turkey's ad spend was 40% in 2023, up from 35% in 2021
- Luxury brands allocated 15% of regional budgets to Turkey in 2023, highest in MENA
- Ad fraud losses in Turkey totaled 1.2 billion TRY in 2023, prompting industry regulations
Market Overview Interpretation
Turkey’s advertising market is charging ahead like a confident street vendor in Istanbul—growing at a galloping pace, attracting eager foreign investors, and occasionally having to swat away pesky ad fraud as it races toward becoming a bigger slice of the economic pie.
Traditional Advertising
- TV advertising still held 30% of total ad spend in Turkey in 2023 at 25 billion TRY
- Print media ad revenue in Turkey declined to 5 billion TRY in 2023, down 10% YoY
- Radio ad spend remained stable at 2.1 billion TRY in 2023, popular in rural areas
- Outdoor billboards generated 6.8 billion TRY in ad revenue in Turkey 2023, up 5%
- Cinema advertising spend in Turkey was 800 million TRY in 2023, recovering post-COVID
- Newspaper ad pages sold in Turkey totaled 1.2 million in 2023, down from 1.5M in 2022
- Magazine ad revenue fell to 1.5 billion TRY in 2023, shifting to digital editions
- TV prime-time ad slots cost averaged 150,000 TRY per 30s in Istanbul 2023
- Direct mail ad spend in Turkey was 400 million TRY in 2023, targeting high-income segments
- Sponsorship deals in traditional media reached 4 billion TRY in 2023 sports/TV events
- Billboard OOH reach covered 70% of urban Turkey population in 2023
- Transit advertising on buses generated 1.1 billion TRY in 2023 Istanbul alone
- Yellow pages/directories ad revenue dropped to 300 million TRY in 2023 digital shift
- Telemarketing calls for ads reached 500 million in Turkey 2023, regulated heavily
- Press release distribution ad spend was 200 million TRY in 2023 PR agencies
- Traditional media agencies handled 55% of total ad budgets in Turkey 2023
- Top 10 ad agencies in Turkey controlled 65% of traditional media buys in 2023
Traditional Advertising Interpretation
Despite TV's still-dominant but aging throne, Turkey's ad landscape is a lively battlefield where billboards boast growth, print mourns its decline, and telemarketers haunt your phone, proving that even as digital looms, traditional media remains stubbornly, and sometimes annoyingly, alive.
Trends and Forecasts
- 68% of Turkish consumers trust online reviews in ad-influenced purchases 2023
- 52 million internet users in Turkey drove 40% ad growth projection for 2024
- Sustainability ads increased 45% in spend to 2 billion TRY in 2023 Turkey
- AI in ad personalization adopted by 60% of brands in Turkey 2023 surveys
- Short-form video ads like Reels grew 70% YoY engagement in Turkey 2023
- Privacy regulations impacted 20% of digital ad strategies in Turkey 2023 KVKK
- Metaverse ad experiments reached 300 million TRY investment in 2023 Turkey
- User-generated content ads boosted engagement 3x in Turkey 2023 campaigns
- Voice search ads projected to grow 50% by 2025 in Turkey
- Cross-device targeting effectiveness rose to 75% in Turkey ad tech 2023
Trends and Forecasts Interpretation
In Turkey's bustling digital bazaar, trust in peer reviews is king, AI is the new merchant, and everyone—from eco-conscious buyers to voice-searching futurists—is being courted across screens and metaverses by brands sprinting to keep up with a public whose attention is as valuable as it is fragmented.
Sources & References
- Reference 1STATISTAstatista.comVisit source
- Reference 2PWCpwc.comVisit source
- Reference 3GROUPMgroupm.comVisit source
- Reference 4REKLAMCILARreklamcilar.org.trVisit source
- Reference 5WORLDADVERTISINGRESEARCHCENTERworldadvertisingresearchcenter.comVisit source
- Reference 6DATAREPORTALdatareportal.comVisit source
- Reference 7IABTURKEYiabturkey.orgVisit source
- Reference 8INVESTinvest.gov.trVisit source
- Reference 9ECec.europa.euVisit source
- Reference 10RTUKrtuk.gov.trVisit source
- Reference 11DENTSUdentsu.comVisit source
- Reference 12KOBIkobi.gov.trVisit source
- Reference 13LUXURYREPORTluxuryreport.comVisit source
- Reference 14IABiab.comVisit source
- Reference 15TRENDStrends.google.comVisit source
- Reference 16INFLUENCERMARKETINGHUBinfluencermarketinghub.comVisit source
- Reference 17ETICARETeticaret.gov.trVisit source
- Reference 18RETAILDIVEretaildive.comVisit source
- Reference 19OAAAoaaa.orgVisit source
- Reference 20NEWZOOnewzoo.comVisit source
- Reference 21DMAdma.org.ukVisit source
- Reference 22BASINILANbasinilan.comVisit source
- Reference 23RADYOTVDERNEGIradyotvdernegi.org.trVisit source
- Reference 24DIJITALDIŞMEKANdijitaldışmekan.orgVisit source
- Reference 25SINEMAREKLAMIsinemareklami.orgVisit source
- Reference 26TGItgi.com.trVisit source
- Reference 27DERGILERBIRLIGIdergilerbirligi.orgVisit source
- Reference 28MEDYAEKONOMImedyaekonomi.comVisit source
- Reference 29POSTAREKLAMIpostareklami.orgVisit source
- Reference 30SPORENDUSTRISIsporendustrisi.comVisit source
- Reference 31OUTDOORADVERTISINGoutdooradvertising.orgVisit source
- Reference 32IETTiett.istanbulVisit source
- Reference 33SARI SAYFALARsari sayfalar.comVisit source
- Reference 34PDPpdp.gov.trVisit source
- Reference 35PRESSRELEASE-TURKEYpressrelease-turkey.comVisit source
- Reference 36KANTARkantar.comVisit source
- Reference 37ADWEEKadweek.comVisit source
- Reference 38GONGSgongs.ioVisit source
- Reference 39TURKIYPERturkiyper.orgVisit source
- Reference 40PRODUNIONprodunion.org.trVisit source
- Reference 41FREELANCERSUNIONTRfreelancersuniontr.comVisit source
- Reference 42NIELSENnielsen.comVisit source
- Reference 43TICARETticaret.gov.trVisit source
- Reference 44GLASSDOORglassdoor.com.trVisit source
- Reference 45STARTUPREKLAMstartupreklam.comVisit source
- Reference 46B2BREKLAMb2breklam.orgVisit source
- Reference 47ETKINLIKDERNEGIetkinlikdernegi.comVisit source
- Reference 48ADTECHTRadtechtr.comVisit source
- Reference 49FMCGINSIGHTSfmcginsights.comVisit source
- Reference 50GREENADgreenad.orgVisit source
- Reference 51DELOITTEdeloitte.comVisit source
- Reference 52SOCIALBAKERSsocialbakers.comVisit source
- Reference 53KVKKkvkk.gov.trVisit source
- Reference 54METAVERSE-TRmetaverse-tr.comVisit source
- Reference 55UGCPLATFORMugcplatform.comVisit source
- Reference 56THINKWITHGOOGLEthinkwithgoogle.comVisit source
- Reference 57APPSFLYERappsflyer.comVisit source