Industry Insights
The Upswing of the Turkish Digital Advertising Market with ReklamStore

Veli-bahceci-reklamstoreSencan Ozen
Co-Founder & CEO
ReklamStore

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For those of us not familiar with ReklamStore, please tell us about your company and core offering.

ReklamStore is the leading digital advertising platform that offers data­centric performance solutions for advertisers and publishers.

ReklamStore provides online advertising solutions for advertisers to target the right audience with the right ad model by analyzing users’ demographics, interest and behaviour according to their web browsing behaviour. By this way, advertisers can easily execute effective and efficient online marketing strategies to reach their targets.

ReklamStore’s expert team and technology help advertisers, agencies and publishers to reach their targets and increase their brand awareness with performance based solutions.

 

You are based in Istanbul, Turkey, but also serve markets outside of that region. eMarketer put out a report that Turkish digital advertising grew by 20% from 2014­ to 2015. Does this align with the growth you are seeing internally, and how do you see the Turkish digital advertising market evolving over the next few years?

ReklamStore’s yearly average growth rate is above 50% since it was founded in 2007. This includes organic growth as well as the new revenue streams from new products, new technologies and new regions. Even if we exclude our international sales, we still see a much higher growth rate than 20%.

We foresee a minimum growth rate of 20% in Turkish market considering the fact that internet penetration is still around 50% and the total share of ad market in GDP is significantly lower compared to developed markets. All these facts show that the market growth potential is very high.

 

How has been the adoption of programmatic buying techniques been in Turkey?

As ReklamStore, we are one of pioneers in programmatic advertising in Turkey. Each year we see that advertisers are more eager to use programmatic techniques. This leads agencies adapt themselves too.

 

In your estimation, how do most Turkish publishers sell ads ­ is it direct to advertisers, or through ad networks and exchanges? Do you see a lot of Turkish publishers using native ad formats or private exchanges?

We can say that there are 2 types of publishers: premium and long­tail. Premium publishers use all the channels ­direct sales to agencies and sales through ad networks and exchanges­ to monetize their inventory. On the other hand, long­tail publishers generally work with ad networks.

Native advertising has started to be popular in 2015 especially among premium publishers. But there is still a lot of potential to grow.

 

Are there any specific nuances about Turkish audiences that you would say differ, than Western or American audiences? For example, types of devices that they like to use, what apps or platforms they use most for content consumption? Types of ads that they usually engage with?

Mobile device usage and online engagement is significantly high. According to comScore Turkish online audience is one of the most engaged online audience in the world. Turkey’s young population makes it one of the most attractive markets for social media. Facebook and Twitter are very popular. Furthermore, internet penetration of 50% show that there is still a lot of potential for growth.

 

Cross­device targeting has been a hot topic in advertising for the past few years. Do you think there will ever be a democratized cross­device identity layer that will be offered by an independent player, that can be used by independent advertising companies in the future? How do you think they will acquire this data, through a probabilistic or deterministic dataset?

Marketers want to be in touch at key points on the customer journey. In order to do this, they must be able to map people across their devices. So cross­device identity management will be at the core of data­driven advertising. Most digital marketing companies take the data they have and use an algorithm to map users. So they will use deterministic dataset in a probabilistic manner.

The advertising companies which are strong in data ­driven advertising will have a competitive advantage in this process.

 

Ad blocking is a trending topic in most advertising circles, especially with the recent announcement of UK Carrier Three partnering with ad blocker Shine for network ­level ad blocking. What is the current situation of consumer adoption of ad blocking in Turkey?

We can say that ad blocking has not been taken off in Turkey as intense as it has in the global advertising world. But we believe it will in near future.

 

How does your Premium Firewall technology for Brand Safety work?

We use our technology together with other tools. There are at least three levels of evaluation to ensure ads are placed in only brand ­safe environments: pre ­impression, during the campaign, and post impression.

 

What type of ad formats (mobile, native, video, display) have you seen work best for which categories of clients?

Display & video works best for branding campaigns whereas advertisers which focus on performance marketing prefer mobile and native models.

 

Lastly, what do you see as the future of digital advertising in Turkey and it’s surrounding regions?

Turkey is an emerging economy so as its region (MENA & Eastern Europe). Market growth rates are higher than developed economies. So the market potential is very strong. The expected growth rate in digital advertising is higher than global average. And the population is mostly young, mobile and open to new trends. There are many opportunities in those markets. As ReklamStore, we aim to offer latest adtech solutions to our advertisers and publishers.

 


 

ReklamStore is the leading digital advertising platform that offers data-centric performance solutions for advertisers and publishers.

ReklamStore provides online advertising solutions for advertisers to target the right audience with the right ad model by analyzing users’ demographics, interest and behaviour according to their web browsing history. By this way, advertisers can easily execute effective and efficient online marketing strategies to reach their targets.

ReklamStore’s expert team and technology help advertisers, agencies and publishers to reach their targets and increase their brand awareness with performance based solutions.

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