Turkey OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 140.29 Million |
| Market Size (2029) | USD 197.82 Million |
| CAGR (2024 - 2029) | 7.11 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Turkey OOH And DOOH Market Analysis
The Turkey OOH And DOOH Market size is estimated at USD 140.29 million in 2024, and is expected to reach USD 197.82 million by 2029, growing at a CAGR of 7.11% during the forecast period (2024-2029).
The growth of Turkey's urban population, combined with increasing consumer interest in digital media, has spurred the rise of OOH and DOOH platforms.
- 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
The Turkish OOH and DOOH market is moderately competitive due to the existence of major key players like Core Out of Home, dooh.ist., and Union Istanbul. Market players are bolstering their portfolios and pursuing lasting competitive edges via strategic partnerships and product rollouts.
- 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.
Turkey OOH And DOOH Market Leaders
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dooh.ist.
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Core Out of Home
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Clear Channel Türkiye
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Union Istanbul
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OutMedya
*Disclaimer: Major Players sorted in no particular order
Turkey OOH And DOOH Market News
- July 2024: 7amdaan.io, a Bahrain-based company, forged a strategic partnership with Wilyer MENA and Du-Du Ads. Their collective goal is to transform advertising spaces in the MENAT region, which includes Turkey, amid the DOOH industry's rapid evolution. With a combined portfolio boasting over 5,000 advertising screens, this collaboration emerges as a dominant player in the DOOH market. The newly established entity does not just aim to consolidate its current assets but is also poised to aggressively broaden its reach, with plans to notably boost the screen count across the region.
- January 2024: Eskimi, with a presence in Turkey, introduces the 'Disable Made For Advertising' Feature. Eskimi's introduction of an ON/OFF feature for MFA underscores the platform's dedication to providing advertisers with a personalized, streamlined, and data-centric experience. In an arena where control, efficiency, and adaptability are paramount, Eskimi is reshaping industry benchmarks.
Turkey OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Competitive Rivalry within the Industry
4.2.5 Threat of Substitutes
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
5.1.2 Increase in Air Traffic Owing to Growth in the Tourism Industry Has Aided the Spending on Airport Advertisement in the United States
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to Assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Region (Based on Availability)
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.1.3 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.1.3.1 Billboard
6.1.3.2 Transportation (Transit)
6.1.3.2.1 Airports
6.1.3.2.2 Others (Buses, etc.)
6.1.3.3 Street Furniture
6.1.3.4 Other Place-based Media
6.1.4 By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.1.4.1 Automotive
6.1.4.2 Retail and Consumer Goods
6.1.4.3 Healthcare
6.1.4.4 BFSI
6.1.4.5 Other End-user Industry
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles
7.1.1 dooh.ist.
7.1.2 Core Out of Home
7.1.3 Clear Channel Türkiye
7.1.4 Union Istanbul
7.1.5 OutMedya
7.1.6 Künye Reklam Ajansı
7.1.7 Kantar Media Turkey
7.1.8 Elitmedya
7.1.9 Square Group
7.1.10 Scarlet Media
- *List Not Exhaustive
8. FUTURE OUTLOOK
Turkey OOH And DOOH Industry Segmentation
The study monitors advertising expenditures throughout a broad range of out-of-home (OOH) formats that encompass billboards (including city-light boards), street furniture (such as city-light posters), transit and transportation (advertising on or in public transportation vehicles), and place-based media (media located at the point of sale). The study is focused on digital and static advertising, spanning indoor and outdoor settings such as shopping malls, airports, streets, and transit hubs. Notably, agency commissions and production costs are omitted from the study's analysis.
Segmented by application and end-user industry, the market analysis highlights key metrics, identifies growth drivers, and evaluates prominent industry participants. The study enhances global market estimates and growth rates for the forecast period alongside analyzing the broader impacts of COVID-19 on the market.
The Turkish OOH and DOOH market is segmented by type (static (traditional), digital OOH (LED screens) [programmatic OOH, others]), application (billboard, transportation (transit) [airports, others (buses, etc.)], street furniture, other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries).
The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | |||||||||
| Static (Traditional) OOH | |||||||||
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Turkey OOH And DOOH Market Research FAQs
How big is the Turkey OOH And DOOH Market?
The Turkey OOH And DOOH Market size is expected to reach USD 140.29 million in 2024 and grow at a CAGR of 7.11% to reach USD 197.82 million by 2029.
What is the current Turkey OOH And DOOH Market size?
In 2024, the Turkey OOH And DOOH Market size is expected to reach USD 140.29 million.
Who are the key players in Turkey OOH And DOOH Market?
dooh.ist., Core Out of Home, Clear Channel Türkiye, Union Istanbul and OutMedya are the major companies operating in the Turkey OOH And DOOH Market.
What years does this Turkey OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Turkey OOH And DOOH Market size was estimated at USD 130.32 million. The report covers the Turkey OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Turkey OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Turkey OOH And DOOH Industry Report
Statistics for the 2024 Turkey OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Turkey OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
