Turkish Digital Landscape in a Nutshell

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  • Great deck thanks. Just a note! Some slides will look better with values (17, 18, 21). It may be hard to understand for some of us what the numbers actually indicate. Thank you.
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Turkish Digital Landscape in a Nutshell

  1. 1. Turkish Digital Landscape in a Nutshell Cüneyt Devrim @cuneytdevrim
  2. 2. Basic Numbers
  3. 3. INTERNET POPULATION Source: TUİK 2013
  4. 4. Internet Penetration Source: TUİK 2013 2013 48,7 %
  5. 5. Internet Usage by Age Source: IAB TR 2012
  6. 6. 4-14 years olds 12-14 years olds %11owns computer %48online %68online %19owns computer
  7. 7. Source: IAB TR 2012
  8. 8. Internet Connection Source: BTK Q2 2013 report 20,5 Million Broadband Subscribers
  9. 9. Time Spend On Internet Source: Mediascope Europe 2012 Hours/Month
  10. 10. 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
  11. 11. Online News Source: Mediascope Europe 2012 Everyday reads online news %51
  12. 12. Internet Radio Source: Mediascope Europe 2012 Everyday listens Internet Radio %18
  13. 13. Multiple Screen %52is online while watching TV Source: Mediascope Europe 2012
  14. 14. AD SPEND
  15. 15. 2013 First Half % increase
  16. 16. 541,8Million TL 2013 First Half Digital Ad Spend
  17. 17. 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
  18. 18. 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
  19. 19. Source: IAB TR 2013
  20. 20. %63 Source: Mediascope Europe 2012 Prefers the brands they see their advertising on the internet
  21. 21. 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
  22. 22. 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
  23. 23. VIDEO
  24. 24. Source: IAB TR 2012
  25. 25. Source: IAB TR 2012
  26. 26. Increase Continues Source: IAB TR 2012 Last 3 Months Unique Internet users increase %1,7 Video viewer increase %5
  27. 27. MOBILE
  28. 28. Source: BTK Q2 2013 report 68Million
  29. 29. 3G Subscribers Source: BTK Q1 2012 report 45,3Million
  30. 30. Mobile Internet Users 2013 Mobil İnternet Kullanıcıları Source: BTK Q2 2013 report Active Users 12,5Million %18,7 Increase
  31. 31. Data Usage By Mobile since Q2 2012 Source: BTK Q2 2013 report %
  32. 32. Gaming
  33. 33. Dünyada 2.3 milyarkişi çevirimiçi 5 milyar saatlerini oyunlarda geçiriyorlar Haftada Oyun Fenomeni İnernet kullanıcısı oyun oynuyor % 44
  34. 34. Gamers Per Platform Source: Newzoo Turkish National Gamers Survey, 2012
  35. 35. 53% Oyun İçi Reklam Neden Önemlidir? Source: IAB UK Gamers Survey 2012
  36. 36. SOCIAL MEDIA
  37. 37. Facebook Million
  38. 38. Twitter Million
  39. 39. Mobile Social Media Source socialbakers 2013
  40. 40. 2,000,000
  41. 41. Turkish consumer %55buys the brands they follow on Social Media Source: Mediascope Europe 2012
  42. 42. Thank You www.iab-turkiye.org

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