Media & Advertising
From The Report: Turkey 2012
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Turkey’s young, tech-saavy population is driving a dramatic change in Turkish media, as content platforms and e-commerce have rapidly expanded. The sector is expected to see annual growth rates of over 13% in the 2011-15 period, and the move online is supported by vast expanses to internet infrastructure. This has seen major convergence in media outlets, as television, film and print producers are all working to grow their online offering. With new regulations also improving user access, the outlook for the sector is extremely positive and advertisers are focused on securing the multi-platform coverage necessary to secure their revenue streams. As digital marketing sweeps the sector, new players have also made a space for themselves and created a very competitive new industry.

This chapter contains an interview with Hanzade Dogan Boyner, the Chairwoman of Dogan Online.

Articles from this Chapter

Overview

Put it to print: Legal reforms pave the way for a raft of opportunities
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A young, tech-savvy population with rising incomes and a receptivity to new ideas makes today’s Turkish media audience a desirable market for investors. A 2011 report by global consultants PwC suggested that by the end of 2015, Turkish entertainment and media would be worth roughly $11.4bn, with annual growth rates averaging 13.2% over the 2011-15 period. In line with these high expectations, several overseas partnerships in TV and online media have developed, and traditional print and radio…

Analysis

Refreshing the page: Providing content in new and innovative ways
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Recent developments in IT infrastructure and the country’s young demographic – the youngest in Europe – are compelling Turkey’s media sector to adapt to a new industry landscape. Traditional methods and platforms for accessing media are declining, replaced by new demands that require creative innovation to keep revenues high and growth sustainable. ONLINE & UPWARD: Technological improvement is a major growth opportunity for online businesses. Indeed, as of 2011, Turkey had the…

Interview

OBG talks to Hanzade Doğan Boyner, Chairwoman, Doğan Online
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Interview: Hanzade Doğan Boyner How is the rise of online media affecting spending and competition in the sector? HANZADE DOGAN BOYNER: When you look at the Turkey’s online population, a few key dynamics jump out. We are the fifth-biggest country on Facebook and number 10 on Twitter. Turkey has somewhere from 35m to 40m internet users, representing around 40% of the population. Smartphone penetration is increasing rapidly – there are 65m mobile users and 10m are using the internet from their…

Overview

Going digital: Social media and online advertising are taking hold
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Robust economic growth, fuelled by the recent spike in domestic credit and consumer activity, makes for heady days for the local advertising industry. That this growth is occurring as neighbouring European markets continue to be mired in difficulties further highlights the potential of Turkey’s economy going forward. GROWTH TREND: According to global consultancy PwC’s “Global Entertainment and Media Outlook 2011-15”, Turkey’s advertising spend increased to $2.34bn from $1.98bn during…

Analysis

Connected to the market: Popular internet platforms are the targets for sector growth
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As elsewhere, a long-term trend in Turkish advertising has been the relentless rise of digital and internet-based platforms increasing the pressure for new ad spend. These platforms are ever more mobile, as smartphones and tablets replace desktops and laptops. STRONG SOCIAL ROLE: Central to this phenomenon is the growth of social networking sites, with promising prospects for advertising. In Turkey, the top social-networking sites are Facebook and Twitter. “Turkey is among the top Facebook…