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11.10.2018

IAB Turkey Released 2018 Half Year Digital Ad Revenue

DIGITAL AD REVENUES IN TURKEY INCREASED BY 14%, REACHING TO 1,213 BILLION* TL

IN THE FIRST HALF OF 2018

 

According to IAB Turkey AdEx-TR 2018 Half Year Report digital ad revenues reached 1,213 billion TL with a 14% growth.

IAB AdEx-TR Half Year report reveals that display ad revenues reached 704 million TL by growing 14%. Advertising based on Display/Click gets the biggest share under Display category with 500 million TL. On the other hand, Video ad revenues reached to 156 million TL with a growth rate of 27% and Native to 48 million TL.

Search Advertising revenues which consists of Keyword Based Advertising completed 2018 first half with 444 million TL, where Classified & Directories rose to 55 million TL. E-mail marketing ad revenues which had declined in previous years, remained same as last year with nearly 3 million TL revenue. In-game advertising reached 7 million TL.

621 million TL out of 1,213 billion TL occurred on mobile platforms. 77% of the social media ads (205 million TL in total) took place on mobile platforms. Programmatic ad investments hit 809 million TL and continued to increase in 2018 first half.

Dr. Mahmut Kurşun, IAB Turkey’s Chairman said, “In 2017, Digital leaving TV behind became the biggest advertising medium. In this context, it is significant that Turkish digital industry continued to grow by double digit percentages. A slowdown can be expected in the second half, due to economic fluctuation. However, it is a fact that in such periods brands which do not stop advertising investment, will be the winners in long term. It is also a fact that Digital is the optimum advertising medium for the brands having this mindset.  IAB Turkey invites all brands to invest in data driven media buying and campaign assessment, make efficient and effective ads for supporting the economy as a whole.”

 

 

2017 first half / million TL

2018 first half million TL

Total Digital Advertising Investments*

 

1063.13

1.212,60

Display Advertising Investments

 

617.54

703,75

Advertising based on Display/Click

 

459.78

499,91

Video

 

122.70

155,61

Native

 

35.07

48,23

Search Advertising Investments

 

386.99

443,87

Keyword based advertising

 

386.99

443,87

Classified & Directories

 

49.81

54,64

Others

 

7.58

10,34

E-mail marketing

 

2.75

2,98

In-game advertising

 

4.83

7,36

Social media**

 

160.74

204,68 

Mobile**

 

454.59

621,37

Programmatic**

 

625.29

809,27

 

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

*1€ = 4.95 TL / 1$ = 4.09 TL (Central Bank of Republic of Turkey 2016 First Half Daily Avg. Effective Exchange Rates)