The document discusses Turkey's growing digital landscape. Some key points: - Internet penetration in Turkey reached 47.2% in 2012, up from 41% in 2010. Broadband users grew from 5.9 million in 2008 to 19.3 million in 2012. - Social media platforms like Facebook have high reach, with 32.5 million users. 93.96% of online Turks visit Facebook monthly. - Video consumption is exploding, with 22 million total unique viewers watching an average of 240 videos per month. - Mobile internet usage is rising along with smartphone penetration, which grew from 12% in 2011 to 20% in 2013. - E-commerce volume more than tripled between 2007 and

1. DIGITAL LANDSCAPE
DIGITAL
LANDSCAPE
TURKEY
MARCH 2013

2. DIGITAL LANDSCAPE CONTENTS
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

3. DIGITAL LANDSCAPE CHAPTER 1
 OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

4. DIGITAL LANDSCAPE
74.7 million
population

5. DIGITAL LANDSCAPE
35 million
5 To update this brand zone text, on the Insert user

6. OVERVIEW / TURKEY DIGITAL
DIGITAL LANDSCAPE
SNAPSHOT internet penetration
50%
20 million broadband users
The web and ‘Social’
explosion has given
21,8 million online
consumers a Voice video viewers 18,3 milion users/month
2nd largest search engine
More than 1 channel. 230 million minute spent every
Broadcast content + month
Youtube > Website >
Forum > Blog %95 spend time
on social websites
32,5 million
Facebook users
Digital has 3rd biggest
share in overall media
spendings as of 2012
10% smartphone
Biggest media owner
penetration and rising
today didn’t exist 11
years ago

7. OVERVIEW / REACH FOR MAJOR ONLINE
DIGITAL LANDSCAPE
PLATFORMS
93,96% 87,69% 71,09% 35,69% 30,74%
30,28% 29,30% 28,25% 28,00% 27,84%
Source: Gemius Dec 2012

8. DIGITAL LANDSCAPE OVERVIEW / INTERNET PENETRATION
YOY Internet Penetration Growth Dec 2012 Gender Distribution for Online
Users
2010 %41
2011 %43 %43 %57
2012 %47.2
Source: IAB TR

9. DIGITAL LANDSCAPE OVERVIEW / BROADBAND PENETRATION

The # of Broadband Subscribers
25,000,000
20,000,000 19,287,075
14,046,168
15,000,000
10,000,000 8,561,632
5,986,101 6,782,657
5,000,000
-
2008 2009 2010 2011 2012-3
The quality of digital experience and thus the opportunities for brands increases
inline with the broadband penetration
Source: BTK 2012 Q3

10. DIGITAL LANDSCAPE OVERVIEW / MOBILE PENETRATION

Smarp Device Penetration
The # of Mobile Internet Users
Smartphone Penetration Tablet Penetration 14,000,000
11,561,579
12,000,000 10,587,586
10,000,000
20%
8,000,000
15% 6,000,000 5,324,701
12%
4,000,000
2,000,000
-
0.10% 0.60% 1.00%
2011-3 2012-2 2012-3
2011 2012 2013
Source: TGI Source: BTK 2012 Q3
Mobile internet usage increase along with the smartphone penetration

11. DIGITAL LANDSCAPE OVERVIEW / VIDEO IS EXPLODING

22 MIO %300
240/MONTH
TOTAL increase in
VIDEOS PER premium TV
UNIQUE
VİEWER inventory
VİEWERS
92%
24
VIDEO HOURS/MO
VIEWER IN NTH PER
ONLINE VIEWER
USERS
Source:Comscore Dec 2012

12. DIGITAL LANDSCAPE OVERVIEW / E-COMMERCE VOLUME

E-Commerce Volume
TL35,000,000.00
TL30,000,000.00
TL25,000,000.00
TL20,000,000.00
TL15,000,000.00
TL10,000,000.00
TL5,000,000.00
TL-
2007 2008 2009 2010 2011 2012
Deal and private shopping initiatives exploded by 2010 and drove the growth for e-
commerce in Turkey
Source: BKM 2013 Report

13. DIGITAL LANDSCAPE CHAPTER 2
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

14. DIGITAL LANDSCAPE DISPLAY / OVERVIEW
VIDEO
Now Display is powered by
technologies that lead it to be:
• More engaging
• More targeted SOCIAL
ADS
RICH
MEDIA
• More performance based
DISPLAY
• Effective to use all along the
consumer journey (not only for
branding)
STANDART
PERFORM
DISPLAY
ANCE
ADS

15. DIGITAL LANDSCAPE

16. DIGITAL LANDSCAPE DISPLAY / MAJOR PLATFORMS
87,69% 71,09% 35,69% 30,74%
29,30% 28,25% 28,00% 27,84%
Source: Gemius Jan 2013

17. DIGITAL LANDSCAPE DISPLAY / MEDIA HOUSES & THEIR REACH PROPORTION
Global platforms are leading the reach but local players are also using their network
with variety of sites to increase their reach potential
30
Gemius Universe: 26 million
25
Reach in Millions
20
15
10
5
0
MedyaNet ReklamZ Mynet Netbook Youtube Facebook Google
Source: Gemuis, 2013 Total Unique Internet users: 26.302.830

18. DIGITAL LANDSCAPE DISPLAY /RISE OF DIGITAL NEWSPAPERS ACROSS PLATFORMS
WEB Daily Web Daily
Unique Visitor: Unique Visitor:
1.905.000 570.000
Consumers are after fresh, updated, real-time news coverage and thus following
online platforms of news titles’ much more than the printed ones.
Daily Unique WEB Daily
Visitor: Unique Visitor:
1.877.000 941.000
Source: Gemuis Jan 2013, BIAK Jan 2013

19. DIGITAL LANDSCAPE DISPLAY /DIGITAL VS ANALOGUE REACHES PER TITLE
Some of the titles‟ online reach is even higher than their offline reach
Printed Titles Reach Dijital/Analogue Reach
Source: Gemuis Jan 2013, BIAK Jan 2013

20. DIGITAL LANDSCAPE DISPLAY /TRENDS & GAME CHANGERS
• Rise of video
– Premium inventory, TV integrated planning, branded content and viral opportunities
etc)
• Adaptive marketing
– use of data, technology and performance
• Targeting
– Audience buying rather than inventory buying
– Across device, geography, demographic, behaviour etc
• Youtube
– Entering Turkey in 1st half and intend to change many balances in online display and
video ecosystem
• Windows 8 launch

21. DIGITAL LANDSCAPE CHAPTER 3
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

22. DIGITAL LANDSCAPE
VIDEO PENETRATION 91,2 % AMONG ONLINE USERS
REGULATIONS ON THE WAY, ILLEGAL CONTENTS BEING
REMOVED
MASSIVE PREMIUM CONTENT INCREASE VIA LIVE AND RE-RUN
TV-SERIES
5,2 BILLION VIDEOS BEING WATCHED PER MONTH
239 VIDEO & 23,1 HOUR PER VIEWER
Source: ComScore Jan 2013
2

23. DIGITAL LANDSCAPE VIDEO /ONLINE VIDEO PLACEMENTS & METHODS
ONLINE VIDEO ECOSYSTEM
Method Device
Online video inventory is available on all
devices and contains both Premium
Content i.e. Muhteşem YüzYıl and User
Instream Advertising Seeding Desktop iPhone Tablet Android
Generated Content.
User
Premium Video
Generated
Content Portals
Content

24. DIGITAL LANDSCAPE VIDEO /TURKEY VIDEO LANDSCAPE
PREMIUM CONTENT PREMIUM HOW TO
USER GENERATED PAY TV
PORTALS NETWORKS PLATFORMS
•Single Websites •Video Networks •Websites having •Websites containing •Platforms having
having deal with have different «How to» content user generated deal with content
various content inventories hosted in content providers to serve
providers to serve various sites the content
the content
•Users can watch •Mostly editorial •Brands can have
•Users can watch various TV content videos. Opportunity their own channels •Viewers can reach
various TV content at any time and for branded content. •Opportunity for viral to the content on
at any time and place seeding different devices via
place a simple and cheap
membership

25. DIGITAL LANDSCAPE CHAPTER 4
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

26. DIGITAL LANDSCAPE SEARCH / A DIFFERENT MEDIA MODEL
PUSH PULL
TV, Outdoor, Paid
Press, Online Search
Display
& PR
Paid Search can compliment all media &
should be the backbone of marketing
strategies where applicable.

27. DIGITAL LANDSCAPE SEARCH / THE SEARCH LANDSCAPE
Paid Search Search
Results Term
Paid Search Results
Natural Search
Results

28. DIGITAL LANDSCAPE SEARCH / TURKEY IS SEARCHING
Top 10 Countries in Europe
180 156.8
160 143.8 140.8 138.3
140 129.9 129.9 129.4
118 114.8 112.3
120
100
80
60 Searches per
40 searcher
20
0
8. Portugal
1. Poland
9. Italy
10. Sweden
5. Ireland
3. Finland
4. Turkey
2. UK
6. Belgium
7. France
Note: ages 15+; home and work locations; excludes traffic from public computers such as internet cafes and access from mobile phones and PDAs
Source: comScore Media Metrix as cited in press release, Sep 29, 2010

29. DIGITAL LANDSCAPE SEARCH / SEARCH SPENDING
Digital Ad Spendings in Turkey 2012, H1
Classifieds
8% Other
Mobil 1%
4%
%47 of total digital
Search spending is in
Engine Adwords Search Engine
Advertising 32% Advertising
Display 47% GDN
40% 15%
Source: Iab AdEx Report Turkey 2012, H1

30. DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS
Valentine’s Day
New Year
Mother’s Day
Special occasions like Valentine’s Day
affect search trends
Source: Google Trends

31. DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS
Ramadan Period
In Ramadan recipe search
volumes increase
Source: Google Trends

32. DIGITAL LANDSCAPE SEARCH / SEARCH BEHAVIOUR IS CHANGING
Users’ search behavior is changing in time. They tend to
search more specific keywords to find more efficient
results now
Source: Google Trends

33. DIGITAL LANDSCAPE SEARCH / OFFLINE EFFECT ON SEARCH
During Domestos TV commercial ‘Kötüyüm ben’
the search volumes for the brand keyword and
the slogan increased
Source: Google Trends

34. SEARCH / SEARCH EFFECT ON BUYING
DIGITAL LANDSCAPE
BEHAVIOUR
57% of people have performed an
online search after watching a TV aD
Likelihood of buying increases by more
than 50% when TV and online are used
together
Source: Internet Advertising Bureau, May 2008; iProspect & Jupiter, Aug 2007; Google internal study conducted by Milward Brown, 2007

35. DIGITAL LANDSCAPE SEARCH / OVERALL SEARCH STRATEGY
• Setting a baseline for “ALWAYS ON” approach and BURSTS to promote campaigns.
• To ensure consistent flow of traffic to your sites
• Tactical SEO & Paid campaign will help build organic rankings + increase volume of organic traffic sites receive.
PPC & SEO
PPC • “Always-on”
• Key “Business
ENGAGEMENT, SALES, AWARENESS ETC.
• Dial up or down Critical” & “Brand”
• Campaign & channel categories
alignment
• Key periods
Tactical Search
Tactical
Campaign After a period of time, SEO will be providing organic traffic
Search
Campaign
Baseline line always on search
TIME

36. DIGITAL LANDSCAPE SEARCH /GOOGLE ENHANCED CAMPAIGNS
Google announced a major change in their «adwords» product in Feb 2013
Before Enhanced Campaigns
You will hear from Google the term “Legacy Campaigns. This refers to Before

37. DIGITAL LANDSCAPE CHAPTER 5
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

38. DIGITAL LANDSCAPE MOBILE
”What’s really important right now
“Mobile will be a larger is to get the mobile architecture “As I think about
right. Mobile will ultimately be the
business than the PC- way you provision most of your
Google’s strategic
Web.” services. The way I like to put it initiatives in 2011, I
is, the answer should always be
mobile first.”
realize they’re all about
mobile.”
2009
2010
2011
"If you’re a young programmer today, you’re building
for the mobile phone, that’s where the action is."
2012
Eric Schmidt

39. DIGITAL LANDSCAPE MOBILE / MOBILE USERS DEMOGRAPHIC
50.0% TI
40.0%
0%
30.0%
20.0% 36% Mobile Male
10.0% 50% Internet 50% Female
0.0% Users 64%
AB C1 C2 DE
TA Mobile Internet Users
1%
30% University Graduate
25%
20% 12%
25% High School
15%
10%
Secondary School
5% 27% Graduate
0%
Primary School
Graduate
35%
No Formal
Education
TA Mobile Users
Source: Turkey TGINet 2012r1

40. DIGITAL LANDSCAPE MOBILE / MOBILE USERS DEMOGRAPHIC
Educated Higher SES Male Young

41. DIGITAL LANDSCAPE MOBILE / BIG PLAYERS
Turkcell MoveZ Mobilike
Network
Mobia Admob Boom
Turkuvaz
Sahibinden Doğuş
Medya
Nokta
Google Yandex
Medya

42. DIGITAL LANDSCAPE MOBILE / DISPLAY ENVIRONMENT
Post – Click
Ad models Targeting Options
Mechanism
Text Ad Click to Video Demographic
Banner Click to MMS Behaviour
Rich Media Click to SMS Device
Video Click to Call Location
Advertorial Click to Download Carrier
Sponsorship Click to Web Daypart

43. DIGITAL LANDSCAPE MOBILE / MOBILE INVENTORY / OPTIN DATABASE
OPT-IN DATA BASE POTENTIAL FOR EACH CARRIER TARGETING CRITERIA
Club
Member
ship
Roaming
Interest
Data
12.5 M 5M 3.5 Device
Targeting
Mobile
Usage
Crteria Behaviou
M r
Demogra
Income
phy
Location

44. DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Move-z
Kelime Avı istanbul.com.tr Mynet
Fizy
Kalorimetre

45. DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobilike
Startv
Maçkolik Turkcell Dergilik
Zaytung

46. DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobia
Ekşisözlük Hurriyet Arabam
Fanatik
ekolay
Mahmure

47. DIGITAL LANDSCAPE MOBILE / TOP IOS APPS (IPHONE)
Paid Free Grossing
1 WhatsApp Messenger Bounty Racer Clash of Clans
2 Binlerce Film Ben Bilmem Eşim Bilir Candy Crush Saga
Game is
3 FIFA 13 by EA SPORTS Can Knockdown Hay Day not
4 The Amazing Spider Lazors Top Eleven
over.
Wood Camera - Vintage
5 Temple Run 2 Poker by Zynga
Photo Editor 8 of 10 grossing apps are
6 TV Cebinizde Infinity Blade WhatsApp Messenger in game category and
It has
7 iMilyoner iMajiCam Pro Okey Plus
just
Pimp Your Screen - Your
8
Device Never Looked Cooler
Candy Crush Saga Slotomania begun.
9 Asphalt 7: Heat PIP Camera Temple Run 2
10 Fruit Ninja YouTube Subway Surfers
Source: appannie.com, Turkey

48. DIGITAL LANDSCAPE MOBILE / MMA EXPECTATIONS FOR 2013
Apps will Retailers will
shape brand Mobile web recognise the
FTW power of
marketing
mobile
Mandeep Mason, director of mobile
advertising, Alex Meisl, chairman and co- Adhish Kulkarni, SVP, products &
International, Microsoft founder, Sponge marketing, Lumata
Audience Tablets to
targeting will become
hit the next preferred ad
level medium
Gavin Stirrat, managing
Jay Patel, managing
director, EMEA, Millennial Media
director, IMImobile

49. DIGITAL LANDSCAPE MOBILE / 10 MOBILE TRENDS FOR 2013
1. Marketers will realize that 3. Mobile platforms will be the 4. Sophisticated analytics
2. Tablets will be the biggest
mobile requires a total shift in catalyst for next-generation wrapped around big data will
short-term disruptors.
their marketing approach. connected experiences. power smart apps.
5. Mobile will play a leading 6. Mobile will require more
7. Leading marketers will take 8. The role of mobile
role in efforts to engage formal
back ownership of mobile from marketing manager will
consumers in emerging organizations, processes, and
agencies and vendors. emerge.
markets. governance.
9. Finding the right strategic
10. Spending will increase
mix of staff will rise in
especially to enable mobile
importance.
services.
Source: The Drum

50. DIGITAL LANDSCAPE CHAPTER 6
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

51. DIGITAL LANDSCAPE SOCIAL MEDIA
“The term social will
eventually go away. Because
we’re social creatures. It’s
who we are” “We're moving from a world
Paul Adams, Facebook where we plan campaigns for the
future to one where we adapt
“Activate your fans, don‟t campaigns to the moment”
just collect them like Dick Costolo, CEO Twitter
baseball cards in 2013”
Jay Baer, Convince &
Convert

52. DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY‟S SOCIAL MEDIA USAGE
%96 of online users are visiting
social media platforms
Over 80% of these users spend
more than 2+hrs/day on
social platforms
Source: Comscore Jan 2013

53. DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY‟S SOCIAL MEDIA USAGE
Turkey is one of the most «social» countries. And not only interms of time spent on the
platforms but also time spent with brands
Source: E-marketer, Comscore worldwide data Dec 2012

54. DIGITAL LANDSCAPE SOCIAL MEDIA / BIG PLAYERS
Facebook Twitter
Instagram Foursquare
Pinterest Linkedin

55. DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USERS
Number of Facebook Users In Turkey
32 Million
35
29 Million
30
23 Million
25
20
14 Million
15
10 8 Million
5
0
2008 2009 2010 2011 2012
Source: Facebook

56. DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USAGE
6th biggest Facebook 13 million mobile Facebook
country with 32 million users (over 40% of all
active users users)
%8 I-phone users
%6 Android users
40 % 60 %
Female Female %82 Other mobiles
Source: Facebook & Sociallab
35+ Over 20% of all users are
35 and older

57. DIGITAL LANDSCAPE SOCIAL MEDIA / HOW TO UTILISE FACEBOOK TO
REACH MORE FANS AND GET MORE ENGAGEMENT
Always-On Investment
PHASING CONTENT
FACEBOOK Engagement Engagement Engagement
OVERALL Ads Ads Ads Engagement Drivers/
POTENTIAL PER Big Digital Ideas
Marketplace „Like‟ Ads Brand Message
TARGET GROUP
Sponsored Sponsored Sponsored
FRIENDS OF Stories Stories Stories
FANS
Sponsored Stories
Reach Reach Engagement Drivers/
ALL Generator Generator Big Digital Ideas
FANS Engagement Engagement Engagement
Ads Ads Ads
16% OF
FANS Organic Content Discovery
(Content seen in Newsfeed)
YEARLONG ACTIVITY

58. DIGITAL LANDSCAPE SOCIAL MEDIA / TWITTER PENETRATION
6 million active users 100% growth in
terms of active
users in 2012
60% mobile
40% desktop
users
Source: Twitter

59. DIGITAL LANDSCAPE SOCIAL MEDIA / PINTEREST
• Pinterest has an increasing popularity that began
at the first half of the 2012.
• 505K unique users per month Female
• Younger and more female than the avg internet Pinterest.com
user Total Internet
Male
Total Unique Visitors (000) Trend
600 0% 20% 40% 60% 80%
500
400 15-24
300 25-34
200
35-44
Pinterest.com
100
45-54 Total Internet
0
J J A S O N D J 55+
0% 10% 20% 30% 40% 50%
Source: Comscore Jan 2013

60. DIGITAL LANDSCAPE SOCIAL MEDIA / LINKEDIN
• Linkedin has 1.7 million Turkish users.
• In 2012, Turkey was the fastest growing country
of Linkedin. Female
• More male and older than the avg internet user Linkedin.com
• Major targeting opportunities due to massive Total Internet
Male
«real» data that the platform owns
0% 20% 40% 60% 80%
Total Unique Visitors (000) Trend
2.5
15-24
2 25-34
1.5 35-44 Linkedin.com
1 45-54 Total Internet
0.5 55+
0 0% 20% 40% 60%
J J A S O N D J
Source: Comscore Jan 2013

61. DIGITAL LANDSCAPE SOCIAL MEDIA / BLOGS
• 86% of online users also visit
Blogger
16%
blogs.
• Highly fragmanted ecosystem. Blogcu
10%
Massive longtail potential Other
52%
Technorati
10%
Wordpress
5%
Milliyet
Sikayet.var Tumblr 3%
2% 2%
Source: Comscore Jan 2013

62. DIGITAL LANDSCAPE SOCIAL MEDIA / SOCIAL GAMES
Social Gamers (millions)
25
Most played social games in the world and in 20
Turkey: 15
1. SongPop (FreshPlanet)
10
2. Dragon City (Social Point)
3. Bike Race (Top Free games) 5
4. Subway Surfers (Kiloo) 0
2009 2010 2011 2012 2013 2014 2015
5. Angry Birds Friends (Rovio)
6. FarmVille 2 (Zynga)
7. Scramble with Friends (Zynga)
8. Clash of Clans (Supercell) Social Gaming Revenues (mio $)
9. Marvel: Avengers Alliance (Playdom) 70
10. Draw Something (Zynga) 60
11. Hay Day (Supercell) 50
12. Baseball Heroes Syntasia)
40
13. ChefVille (Zynga)
30
14. CSR Racing (NaturalMotion Games)
15. Candy Crush Saga (King.com) 20
10
0
2009 2010 2011 2012 2013 2014 2015
Source: E-marketer SuperData Research and
Source: Allfacebook.com Viximo, «beyond facebook: look at local social networks en
europe, Oct 2011

63. DIGITAL LANDSCAPE CHAPTER 7
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / GREAT IDEAS / SECTOR UPDATES

64. DIGITAL LANDSCAPE E-COMMERCE
Facts and Figures
Purchasing Behaviors
Top 5 Players
Multi-Screen World
TV Effect On Search
Search Effect On Sales
Search Spending Split
Transfiguring Shopping
M-Commerce
2013 Trends
2013 Tag Cloud

65. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Volume & Transactions
TL bn
61% growth
60 50
expected in billion TL
50
2013 Growth in e-commerce sector has
40 31 been slowed down in 2012, still 34%
billion TL
23 growth realizes over TL 30B.
30
billion TL
20 Number of transactions via Internet
has increased 29%, from 126M to
10 1,4
billion TL
162M.
0
2007
2005
2006
2008
2009
2010
2011
2012
2013*
*Source: BKM

66. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
E-commerce Growth Potential
In USA, ratio of online
In USA, ratio of internet In USA, time spent
buyers to Internet users
users is online per month
is
%76* 39 hours*
%88*
In UK In UK In UK
%73* %78* 35 hours*
In Turkey
In Turkey In Turkey
33 hours*
%47** %64*
*Source: emarketer, 2012
**Source: TUIK, Households Research, Q1 2012

67. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Who is the online buyer?
Male
High School 60% Female
University Graduate 50% 15-17
40%
Married 18-20
30%
20%
Working 21-24
10%
0%
DE 25-34
C2 35-44
C1 45-54
AB 55-64
Metropols 65+
*Source: TGI Q2 2012 Internet user Purchase in last 6 months

68. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
Who will be the online buyer?
100%
90%
80%
70% In last 2.5 years, percentage of
60% female online buyers increased
50% from %30 to %41.
40%
30%
20% 41%
30%
10%
0%
Aug12
Feb10
Feb11
Feb12
Female Male
*Source: TGI Aug 2012 survey results

69. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
35% What do internet users buy?
30%
25%
20%
15%
10%
5%
0%
*Source: TGI Q2 2012

70. DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES
How frequently and how much do internet users spend?
Online shopping frequency Amount of spend (last 6 months)
Don't Know
Less than once every two
or three months 4.000 + TL
2.000 to 3.999 TL
Once every two or three
months 1.000-1.999 TL
700-999 TL
About once a month
500-699 TL
300-499 TL
About once a fortnight
200-299 TL
100-199 TL
About once a week
1 to 99 TL
0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25% 30%
*Source: TGI Q2 2012

71. DIGITAL LANDSCAPE E-COMMERCE / PURCHASING BEHAVIORS
Six Key Purchasing Behaviors*
Segment Short identifier Shopping categories Digital’s solution Values
Grocery Reliability
Shopping lists
Household staples Access
Keep Up Frequently used goods Basket prompts
Health Practicality
Switch-and-save solutions
Grooming Flexibility
FUNCTIONAL
Control
Household staples Kids
Feel prepared for and guarded against budget Subscriptions Confidence
Stock Up Grocery Seasonal events
fluctuations Layaway Reliability
Health
Thrift
Savvy
Grocery Beauty Same-day delivery
Practicality
Respond Daily needs, shortages of essentials Household staples Grooming Online prescriptions
Access
Health Artisan store collections
Freshness
Electronics Grooming Savvy
Fashion Gifts Price comparisons Simplicity
Hunt Mission is less about time but appropriate product
Decor Speacialty foods Members-only sites Purpose
Beauty Discovery
EMOTIONAL
Spontaneity
Individual foodstuffs Grooming
Surprise and mystery subscriptions Convenience
Gratify Immediate want or need, less-thought-out Health Fashion
One-click purchases Indulgence
Beauty
Access
Fashion Beauty
Experience
Decor Grooming
Storytelling Fun
Enjoy A need, but it’s driven by personal enjoyment Household goods Food
Editorial selling Escape
Electronics Beverage
Discovery
Cooking items
*Source: iconoculture, 2013

72. DIGITAL LANDSCAPE E-COMMERCE / TOP 5 PLAYERS
Uniqie visitors of Top 5 e-commerce website
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Mar-2012
Jun-2012
Jan-2012
Oct-2012
Jan-2013
Apr-2012
May-2012
Aug-2012
Nov-2012
Feb-2012
Jul-2012
Sep-2012
Dec-2012
HEPSIBURADA.COM MARKAFONI.COM TRENDYOL.COM UCUZU.COM TEKNOSA.COM
*Source: comScore

73. DIGITAL LANDSCAPE E-COMMERCE / MULTI-SCREEN WORLD
Added value in multi-channel environment –
impact of offline / online marketing on each other
Online shopping is a multi-screen activity Consumers move between multiple devices to accomplish their
goals
Of people use Popular cross device activities:
90% multiple screens
sequentially
81% 67% 46% 43%
%67 Browsing the
Internet
Shopping
Online
Managing
Finances
Planning a
trip
of people have used 19% Smartphones‟
multiple devices Planned accessability enables Search is the most common way
sequentially to shop 81% spur of the moment consumers continue from one
online Spontaneous shopping device to another
*Source: Google /IPSOS/Sterling 2012

74. DIGITAL LANDSCAPE E-COMMERCE / TRANSFIGURING SHOPPING
E-commerce in new formats
E-commerce F-commerce M-commerce Re-commerce Push-Commerce
Selling in social media Selling over mobile Reselling to whom bought Recommendations to
Selling in website
channels devices before customers
Application Nextism
Pre-Store
Like
Statusphere
Ads In-Store
Excusumption
Deals
Post-Store
Share

75. DIGITAL LANDSCAPE E-COMMERCE / 2013 TRENDS
Offline and
Easier Becoming multi- digital ad
channel: hitting spendings will
Payment the streets with vary more
Methods new shops or Vertical private
digital windows shopping
websites to be
more popular
Product
description
videos, richmedi
Focus on a and pre-roll
mobile and ads to be
social increased
FMCG Subscription &
(Cosmetics, health/b rental
eauty products and
e-commerce are
groceries) becoming
an important online growing
sector

76. DIGITAL LANDSCAPE E-COMMERCE / 2013 TAG CLOUD
Remarketing SoLoMo
INTERACTIVITY Bid Optimisation
Augmented Reality Tools (for testing the fit)
BIG DATA
Targeted email marketing Analysis and Reporting
Up-sell – Down-sell – Cross-sell
SEO Conversion & ROI
Customer segmentation
Optimisation
Mobile Applications Social Commerce
Facebook Offer Delivery options & promotions
PERSONAL Media Channels’ Variety Payment platforms
Recommendation Engines Video video video!

77. DIGITAL LANDSCAPE CHAPTER 8
OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /
SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

78. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
BEYOND SIZE PHABLETS
THE APPMOBILE
AND &
DEFINITION TABTOPS
SENSORS IN
EVERYTHING. CONNECTED
DATA HOME
EVERYWHERE.
EVERYONE IS
THINKING TOUCHLESS AUTOMATED
MOBILITY INTERACTION HEALTH
FIRST

79. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Data & sensors everywhere
Hapifork: Withings Wi-Fi body scale: GeckoCap:
Detects the loop made when you pick up food, put it in Small glowing smart button that can be
your mouth, and then return the fork to your plate. If you Weighs you and tracks the evolution of
added to any asthma inhaler. Notification
have carried out the action too quickly it buzzes in your your weight. No need to manually track
hand to tell you to slow down. Uploads data to a
system lets you know when each inhaler
your measurements.
smartphone app to help you keep track of your eating was used,
habits or when their inhaler is running low.

80. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Data & sensors everywhere
Ubox: Parrot’s flower power:
Rest’s baby onesie: Smart pillbox that helps you take your
Wireless plant sensor that helps keep track
Employs sensors that detect respiration, skin medicine on time. Can share your
of the soil around your plant and provides
temperature and body position, sending data schedule with your chosen loved ones and
feedback to let you know exactly what you
to a smartphone or tablet. Warns a parent if your doctor. Warns them if you have
need to do to keep the particular plant
child is ill or having problems breathing. missed a vital pill.
species alive

81. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Data & sensors everywhere
Fitbit: Vue’s disposable 7 day patch
Collects more than 5,000 data points per Trakdot luggage tracker:
By day it tracks your steps. By night it can
minute. Data uploaded for use as a Can be packed in a suitcase and uses a
track your sleep. Users keep track of how
guideline to determine the need for mobile phone connection to update users
they're doing by opening the Fitbit app.
behavioural modification to promote weight on the whereabouts of their luggage.
It can nudge the wearer if they need to be
loss and other wellness efforts. Automatically goes to sleep during flights.
more active as the day goes on.

82. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE
Touchless Interaction becoming accessable and mainstream
Leap motion‟s Leap: a $70 device that will enable consumers to MYO armband. Lets you use the electrical activity in your
add precise three-dimensional motion detection to their computers muscles to wirelessly control your computer, phone, and
other favorite digital technologies

83. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ GOOGLE GLASS
Allow you to capture what you see with the
help of the camera which is placed at the
corner of the glasses.
You can do all of these with your voice
command.
You can use the glasses as a navigation
device. Your view angle turns out to be your
data. Besides, Google Glass will help you
to describe what you see. It will also help
you to share your photos and videos in
social pages with your friend, just with a
voice command.

84. DIGITAL LANDSCAPE NEW TECHNOLOGIES/ 4 THINGS TO REMEMBER
Sensors in everything
Data everywhere
Hyper connected world
Think mobility first

85. DIGITAL LANDSCAPE
THANK
YOU!