Turkish Digital Landscape in a Nutshell

Turkish Digital Landscape in a

Nutshell

Cüneyt Devrim

@cuneytdevrim

Basic Numbers

INTERNET POPULATION

Source: TUİK 2013

Internet Penetration

Source: TUİK 2013

2013 48,7 %

Internet Usage by Age

Source: IAB TR 2012

4-14 years olds 12-14 years olds

%11 owns computer

%48 online %68 online

%19 owns computer

Source: IAB TR 2012

Internet Connection

Source: BTK Q2 2013 report

20,5 Million Broadband Subscribers

Time Spend On Internet

Source: Mediascope Europe 2012

Hours/Month

Media Consumption

TV

Internet

Radio

Newspaper

Magazine

74,8 hours

73,2 hours

46,4 hours

20 hours

16,8 hours

Source: Mediascope Europe 2012

Online News

Source: Mediascope Europe 2012

Everyday reads online news

%51

Internet Radio

Source: Mediascope Europe 2012

Everyday listens Internet Radio

%18

Multiple Screen

%52 is online while watching TV

Source: Mediascope Europe 2012

AD SPEND

2013 First Half

%

increase

541,8 Million TL

2013 First Half Digital Ad Spend

2012 (First Half) 2013 (First Half) % Change

Digital Advertising Total 416,7 541,8 30

Display Advertising Total 169,1 215,3 27,3

Display & CPC Ads 131,9 156,4 18,6

Video Ads 15,7 30,8 96,3

Sponsorships 13 17,4 33,3

Affiliate 8,5 10,7 26

Digital Ad Spend Characteristics

2012 (First Half) 2013 (First Half) % Change

Search Engine Marketing 196,5 266,8 35,8

Paid 135,6 177,6 31,0

Display 60,9 89,2 46,3

Mobile Advertising 14,9 19,8 32,5

Mobile Display 4,45 7,2 61,8

Mobile Opt-in SMS/MMS 10,5 12,6 20,1

Classified 32,7 34,5 5,4

Others 3,46 5,4 56,1

E-mail Marketing 1,96 2,9 47,9

In-game Advertising 1,53 2,5 63,4

Digital Ad Spend Characteristics

Source: IAB TR 2013

%63

Source: Mediascope Europe 2012

Prefers the brands they see their

advertising on the internet

Top 20 Web Sites in Turkey

Source: IAB TR 2013

1 google.com 23,889,845

2 facebook.com 22,748,750

3 youtube.com 19,050,840

4 live.com 10,983,510

5 yandex.com.tr 9,011,987

6 microsoft.com 8,762,972

7 twitter.com 8,492,652

8 sahibinden.com 8,102,065

9 wikipedia.org 7,484,655

10 hurriyet.com.tr 7,440,690

11 mynet.com 7,411,303

12 meb.gov.tr 5,984,823

13 izlesene.com 5,538,883

14 eksisozluk.com 5,467,374

15 gittigidiyor.com 5,123,698

16 adobe.com 4,789,803

17 donanimhaber.com 4,755,182

18 msn.com 4,749,327

19 sabah.com.tr 4,630,490

20 flycell.com.tr 4,626,736

Time Spent

Source: IAB TR 2013

1 facebook.com 12:40:06

2 goldpara.com 07:32:03

3 google.com 07:17:46

4 v9.com 05:04:22

5 bloomberght.com 04:16:53

6 youtube.com 03:34:46

7 gamyun.net 03:32:28

8 twitter.com 03:29:08

9 gazeteoku.com 03:23:50

10 hocam.com 03:10:14

11 sahibinden.com 02:55:24

12 joygame.com 02:52:13

13 haber1903.com 02:45:53

14 msn.com 02:44:29

15 anchorfree.net 02:34:21

16 bahisanaliz.com 02:32:09

17 tureng.com 02:28:17

18 sahadan.com 02:26:39

19 hurriyet.com.tr 02:16:50

20 avg.com 02:07:34

VIDEO

Source: IAB TR 2012

Source: IAB TR 2012

Increase Continues

Source: IAB TR 2012

Last 3 Months

Unique Internet users increase %1,7

Video viewer increase %5

MOBILE

Source: BTK Q2 2013 report

68Million

3G Subscribers

Source: BTK Q1 2012 report

45,3 Million

Mobile Internet Users 2013 Mobil İnternet Kullanıcıları

Source: BTK Q2 2013 report

Active Users

12,5 Million

%18,7 Increase

Data Usage By Mobile since Q2 2012

Source: BTK Q2 2013 report

%

Gaming

Dünyada

2.3 milyar kişi çevirimiçi

5 milyar saatlerini oyunlarda geçiriyorlar

Haftada

Oyun Fenomeni

İnernet kullanıcısı oyun oynuyor % 44

22 Milyon Türkiye’de

kişi oyun oynuyor.

Gamers Per Platform

Source: Newzoo Turkish National Gamers Survey, 2012

53%

Oyun İçi Reklam Neden Önemlidir?

Source: IAB UK Gamers Survey 2012

SOCIAL MEDIA

Facebook

Million

Twitter

Million

Mobile Social Media

Source socialbakers 2013

2,000,000

Turkish consumer

%55 buys the brands they follow on

Social Media

Source: Mediascope Europe 2012

Thank You www.iab-turkiye.org