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In Turkey, where there are 65 million active internet users, 5.1 billion TL advertising spending was made in 2020. Wolf Founding Partner Nihat Selcuk evaluated the developments in the digital advertising sector which is growing rapidly with the effect of the pandemic.

*** This release is originally published in Turkish.
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İSTANBUL (TR) - With the widespread use of the Internet and social media, radical changes have occurred in the advertising efforts of brands. While digitalization offers brands a world without borders, it also increased competition. Technological infrastructure and techniques also gained importance in the works carried out to trigger and positively affect the purchasing behavior. According to the report of We Are Social, digital advertising spending in Turkey was 5.1 billion TL in 2020. Search engine ads took the first place in these expenditures with 1.8 billion TL, followed by social media ads with 1.4 billion TL, banner ads with 885 million TL and video ads with 676 million TL. Evaluating this situation, Wolf Founding Partner Nihat Selçuk said, “Like all the world during the pandemic period, digital transformation in Turkey has reached the position that is expected to arrive in 5 years. The digital presence of brands has become one of the basic conditions for their survival. This picture shows us an early enlightenment rather than a temporary period. It is also obvious that investments made in digital will increase rapidly. We expect digital advertising spending in 2021 to exceed 5.5 billion TL.”

An average of 7 hours and 57 minutes a day are spent on digital

Stating that the number of Internet users in Turkey increased by 3.7 million in Turkey, Nihat Selçuk said, “In addition to the number of users, the time spent in digital channels also gives brands an idea of ​​their digital advertising investments. According to the report of We Are Social, Internet users aged 16-64 in Turkey are active with an average of 7 hours 57 minutes per day, thus experiencing digital ads. 2 hours 57 minutes of this period passes on social media platforms such as Twitter, Facebook and Instagram. Brands that manage to make use of such a long period of time with impressive visual advertisements can provide significant benefits.”

New needs in digital advertising have emerged

With increasing digital advertising investments, the content needs of brands have also changed significantly. Fast, high quality, economical and sustainable production has become the most important agenda of the brands. Stating that HTML5 maximizes the user experience by offering structures compatible with Web 2.0 technology, Nihat Selçuk said, “We provide affordable and high quality HTML5 service to reach potential customers with digital ads. As Google's official HTML5 supplier, we aim to enrich our processes and bring a new breath to digital ads. We want to expand the service we currently provide in Dubai, the United Kingdom, Canada and Germany to all over the world. Quality services that meet the high demand in Turkey, we believe that domestic developers accelerate the opening to the world.”

Pegasus chose Wolf for banner solutions

The Pegasus Airlines-Wolf partnership which began in 2019, continues in 2021. Wolf, which has produced more than 1,500 HTML5 banners for Pegasus in 1 year as part of its digital advertising work, currently contributes to the digital advertising processes of more than 300 brands. Wolf meets the demands of digital advertising by producing HTML5 banners that contain video-quality animation from even a single image in minutes.

Pegasus Airlines brand and Segment management team evaluating its business partnership with Wolf;

“With Wolf, we produce banner content in different languages and formats for our communication work in both Turkey and abroad markets. Timely and error-free delivery is critical for effective results in our campaign-based work. Wolf's fast production processes and constructive approaches, which capture timings even in last-minute campaigns, give us the flexibility we need to achieve more successful business results.”