Press Release
13 January 2017
1 TRY OF DIGITAL ADVERTISING SPEND GENERATES
17.2 TRY FOR THE TURKISH ECONOMY AND
1% GROWTH IN ONLINE ADVERTISING INVESTMENT
INCREASES GDP BY 450 MILLION TRY
According to the ‘Multiplier Effect of Digital Advertising Research’ conducted by
IAB Turkey, IPSOS and Bogazici University the Faculty of Economics and
Administrative Sciences in 2015, online advertising has contributed
27.5 billion TRY to the economy and created jobs for 1.26 million people.
Internet World Stats 2016 Q3 statistics, shows that worldwide one out the two people is an
Internet user, while almost half of the population in Turkey uses Internet (31 million active internet
users above the age of 12 – Source: IAB Turkey AB Turkey Internet Audience Measurement
Research October 2016).
As a result of increasing number of internet users, technologies enabling development of digital
advertising and usage of these technologies in new business fields; a new term called “digital
economy” has been emerged. The digital economy is defined by Accenture Strategy- Digital
Disruption Growth Multiplier report as the share of total economic output derived from a number
of broad “digital” inputs. These digital inputs include digital skills, digital equipment (hardware,
software and communications equipment) and the intermediate digital goods and services used
in production. Accenture Strategy research estimates that the digital economy, involving some
form of digital skills and digital capital, represents 22.5 percent of the world economy. Where
online advertising plays a triggering role as IAB Turkey believes.
From this perspective, as the leading NGO of digital industry IAB Turkey has initiated “Multiplier
Effect of Digital Advertising Research” aiming to measure digital advertising’s direct and indirect
effects on economy. The research has been conducted by IPSOS and Faculty of Economics and
Administrative Sciences of Bogazici University, and supported by Kariyer.net.
In the study 2012-2015 GDP numbers, platform-based media investments, population and
unemployment data have been compiled via Genetic Algorithm model by IPSOS and online
advertising’s contribution to the total economy has been calculated.
Online advertising is being growing in double digits since 2011 and it
is in position of driving force of advertising industry as a whole.
The above graphic shows the effect of online advertising on the growth of advertising industry
only. Genetic Algorithm modelling used in the Multiplier Effect Research asses online advertising
with its direct and indirect effects, and reveals that;
In 2015,
-
1% growth of online advertising generates 450 million TRY increase in GDP.
Online advertising made a contribution of 27.5 billion TRY to the economy.
Created job opportunity for 1.26 billion people.
1 TRY of digital ad spend generates 17.2 TRY for the Turkish economy.
All these figures highlight the potential of online advertising with its capacity of employing young
population.
“Growing number of Internet users is increasing the power of digital platforms to be used as
advertising mediums. This can be seen clearly in online advertising investments. In Europe,
online advertising investments reached 30.7 billion € in 2015 and surpassed TV ad investments
for the first time. A similar research carried out by IAB Europe and IHS also depicts that ‘digital is
generating employment for 5.4 billion people in Europe and creating 113 billion value on
economy in direct or indirect ways. According to our research in Turkey, online advertising has
contributed 27.5 billion Turkish Liras to the economy and created employment for 1.26 million
people in 2015,” said Dr. Mahmut Kursun, Chairman of IAB Turkey.
Bogazici University Faculty of Economics and Administrative Sciences Dean Prof. Dr.
Ayşegül Toker, emphasized digital economy triggered by online advertising as a revolutionary
change on business practices and said: “There will be more need for young professionals who
have the capacity of analyzing ‘data’ with IT and marketing skills. As a university, we care about
the industrial collaborations in order to satisfy this need. We also believe that there should be
more educational programs which are oriented to needs of business world.”
IAB Turkey
IAB (Interactive Advertising Bureau) is active in 43 countries and conducts its operations in order to develop interactive
advertising and grow its share among overall marketing investments. In accordance with this purpose IAB continuously
demonstrates advertisers, agencies and media agencies the added-value of interactive communication. IAB is based in
USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a
platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of
digital industry. In July 2011, IAB Turkey has become an association and currently it has 180 members. For detailed
information: www.iabturkiye.org