Digital advertising investment for the first half of 2018 was announced by IAB Turkey today. While digital investments increased by 14 percent in the first six months of 2018 compared to the same period of the previous year, the digital advertising market reached a level of 1.213 million TL in the first half of the year.
According to a statement made by the IAB in Turkey; display advertising investments grew by 14 percent in the first 6 months of 2018 and reached 704 million TL. Display or click-based advertising investments achieved the biggest share in the display ads category with 500 million TL.
Video advertising investments increased by 27 percent to 156 million TL, while Native reached 48 million TL. Native advertising investments in the same period last year were 35 Million TL.
According to the report, the size of the search engine advertising investments, including the paid sort investments, reached 444 million TL, while the ad pages advertising investments rose to 55 million TL. At this point, it should be said that the advertising pages included in the report do not include creative works, CRM work done to existing customers and SEO investments.
The decline in email advertising investments last period didn’t continue. E-mail advertising investments remained unchanged in the first six months with an investment of around 3 million TL. With the investments of over 5 million TL in the first 6 months of 2017, in-game ads have reached a volume of 7 million TL.
In the published report, mobile advertising investments increased from 454 million TL to 621 million TL, while 77 percent of social media ads, which reached 205 million TL in volume, had been placed in mobile devices.
Programmatic purchasing continued to increase in the first half of 2018. In the first six months of 2017, the size of the programmatic acquisition, which was 625 million TL in investment volume, increased to 809 million TL.
IAB president of Turkey Mahmut Kurşun, who evaluated digital advertising investments in the first half of 2018, included the following sentences in his statement:
In 2017, we know that digital at the global scale has become the largest media by passing television. In this context, it is important that we have double digit growth in the first 6 months in our country. Some slowdown may be expected due to the fluctuation in the second half. However, it is a fact that brands that do not stop advertising investment in such periods will be profitable in the medium to long term. It is also true that digital is the ideal advertising medium for brands with this consciousness. As IAB Turkey we invite all brands to make a purchase based on the data, base campaign evaluations to data and to contribute to the economy by productive investment.