Turkey OOH And DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

Key Highlights

• Turkey's urban population is on the rise, and consumers are increasingly favoring digital media. This shift is driving the expansion of out-of-home (OOH) and digital out-of-home (DOOH) platforms. As Turkey urbanizes, it is not just generating new bustling spots like shopping malls, transport hubs, and busy streets, but it is also turning these areas into hotspots for OOH and DOOH advertising.
• Turkey's rapid urbanization and rising mobility are driving growth in both its OOH and DOOH advertising markets. The upsurge in urban foot traffic directly correlates with these trends. Moreover, the ascending adoption of advanced technologies, such as high-definition digital screens and data analytics, is enhancing the effectiveness of these ads.
• Turkey's economic stability attracts global brands and spurs the need for advanced advertising solutions. Advertisers are increasingly captivated by the prospect of delivering precise, real-time content via DOOH in Turkey's dynamic market. This convergence sets for substantial growth in both traditional out-of-home and digital out-of-home advertising in the country.
• Market players are intensifying efforts to broaden their consumer base across various industry verticals. Simultaneously, they are expanding their global presence and diversifying their service portfolios. For instance, in February 2024, OUTMEDYA, Turkey's significant outdoor advertising firm, underscored its commitment to staying at the forefront of global outdoor advertising trends. Through this membership, OUTMEDYA aims not just to lead the domestic market but also to establish itself as a key global player. This crucial membership provides a unique opportunity to enhance and showcase Turkey's outdoor advertising industry on a global scale.
• However, the OOH and DOOH market in Turkey faces growth limitations due to steep initial investment requirements, regulatory hurdles, and competition from digital and social media. Moreover, the demand for ongoing technological advancements and the scarcity of premium advertising spots further hinder market expansion.

Turkey OOH And DOOH Market Trends

Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects

• In Turkey, the rise of smart city initiatives is fueling growth in the out-of-home (OOH) and digital out-of-home (DOOH) advertising sectors. These initiatives are not only reshaping the advertising landscape but also introducing enhanced infrastructure, such as digital screens and interactive kiosks. Also, the surge of IoT and 5G technology has transformed connectivity, enabling advertisers to launch data-driven campaigns in real-time, enhancing their relevance, and effectively engaging audiences.
• Smart city innovations drive foot traffic, enhance ad visibility, and cater to the rising digital advertising trend. This shift from traditional print media resonates well with eco-conscious consumers, coupled with the sustainability focus of the innovations. This alignment significantly boosts the effectiveness and broadens the reach of both OOH and DOOH campaigns.
• As per the International Trade Administration, as of January 2024, Turkey is rapidly adopting smart city technologies, showing notable advancements in recent years. Many municipalities are utilizing these technologies to enhance efficiency across various sectors, including transportation, public safety, and communication. Although Turkey is advancing its smart city initiatives, it trails behind the US and numerous European counterparts in project scale and breadth. US firms have a notable opportunity in Turkey, given the country's substantial infrastructure requirements and the push for digital system integration.
• The rise in digital advertising is driving the growth of the market. Through technology-driven design, companies create engaging ad experiences. Leveraging advanced data analytics, they refine ad targeting, amplifying relevance and impact. Digital platforms, known for their flexibility, optimize ad space by displaying multiple ads concurrently. This innovation not only boosts the attractiveness of OOH and DOOH advertising for advertisers but also drives market expansion.

Billboard Application Segment to Hold Significant Market Share

• The OOH and DOOH market in Turkey is witnessing a surge, propelled by the increasing embrace of digital billboards. These billboards, featuring dynamic, real-time content, are reshaping audience engagement with their vibrant displays.
• In Turkey, digital billboards have surged in popularity, cementing their status as a powerful advertising medium for international products and services. Originally confined to highways, these billboards now prominently line urban thoroughfares. Their appeal lies in their ability to swiftly broadcast real-time updates, be it on highways, in malls, or at sporting arenas.
• As of June 2024, digital advertising in Turkey witnessed a remarkable surge of 118% from the previous year, as reported by IAB Europe's ADEx Benchmark report. Also, in 2023, the total digital advertising spending in Turkey amounted to around EUR 3.48 billion (~USD 3.77 billion).
• In Turkey, advertisers are swiftly adopting a dynamic strategy. They are quick to tailor messages, integrating real-time data, such as local events and time of day, and utilizing dynamic graphics. Digital billboards, renowned for their flexibility, not only boost campaign effectiveness but also extend their audience reach. Moreover, these billboards offer essential analytics, enabling advertisers to craft targeted and efficient strategies.
• Digital billboards not only integrate seamlessly with mobile and social media but also enhance campaign reach by employing a unified multi-channel approach. Additionally, increasing environmental awareness further boosts the attractiveness of digital billboards due to their utilization of energy-efficient technologies and sustainable practices.

Turkey OOH And DOOH Industry Overview

• April 2024: In the 30 days leading up to the elections, the Republican People's Party (CHP) allocated more than TRY 32 million (~USD 0.97 million) to digital advertising, contrasting sharply with the ruling Justice and Development Party's (AKP) expenditure of almost TRY 6.8 million (~USD 0.21 million). Yasin Kaplan, founder of the School of Digital Marketing, disclosed that digital advertising expenditures in Turkey surged, surpassing TRY 500 million (~USD 15.21 million) in the month leading up to the country's local elections.
• March 2024: Pepsi's latest global redesign, its first in 14 years, was unveiled in over 120 markets, making a bold statement in iconic locations worldwide. Pepsi stays attuned to cultural trends, offering consumers innovative products and iconic partnerships. In 2024, Pepsi's global fan base anticipates increased engagement with its brand ambassadors. Notably, these include Baby Monster (representing Asia-Pacific), Uraz Kaygilaroglu (from Turkey), and a trio from China: G.E.M., Dylan Wang, and Leo Wu.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support