Current Developments in the Advertising Sector in Turkey

There has been a substantial increase in advertising investments. In 2024, media and advertising expenditures in Turkey rose by 78.9% compared to the previous year, reaching 253.6 billion TL. Of these investments, 74.2% were directed toward digital media. A large portion of digital advertising spending was allocated to impression- or click-based advertisements and video formats.

As in the rest of the world, artificial intelligence and generative AI have been on the rise in Turkey as well. Generative AI is increasingly used in areas such as content production, customer service, and personalization in advertising. With the advancement of AI and machine learning, advertisers have been able to target consumers more accurately and deliver more relevant advertisements. This has led to a widespread increase in personalized advertising.

Short-form video content (such as TikTok, Instagram Reels, YouTube Shorts, etc.) continues to dominate in 2024. People now watch an average of 100 minutes of video content per day, and this figure is steadily increasing. Brands are advised to produce short-form video content to increase their visibility and engage more effectively with their target audiences.

Meanwhile, 79.4% of digital ads were delivered through mobile devices, and social media advertising accounted for 47.08% of all digital ad expenditures. Influencer marketing has also shown remarkable growth, reaching a market volume of 6.75 billion TL. Alongside influencer marketing, digital audio and retail media investments, in-game advertising, and native advertising have emerged as new opportunities for brands.
In recent years, consumers have increasingly gravitated toward brands that offer sustainable products and demonstrate social responsibility. Approximately 70% of consumers prefer sustainable brands. Therefore, it is crucial for brands to highlight their sustainability and social responsibility efforts and to integrate these values into their marketing strategies.

In 2024, the Advertising Board focused on issues such as dark commercial patterns, deceptive discount campaigns, and advertisements for banned services. As part of this effort, 533 violations were identified, and administrative fines totaling 92.4 million TL were imposed.
The year 2024 has stood out as a period in which digitalization, AI integration, and consumer-focused strategies have shaped the advertising landscape. As we move into 2025, it remains essential for brands to closely monitor these trends and update their strategies accordingly to maintain a competitive edge.