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
Million
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
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