The image of 2022 has been announced in investments in media and advertising.
Media and Advertising Investment Report 2022, Advertisers Association (RD), Advertisers Association (RVD), Interactive Advertising Association (IAB), Outdoor Advertisers Foundation (ARVAK), National Association of Radio Broadcasters (URYAD) and Association Research, Marketing and Mobile Media Advertising (MMA) TR) of the independent consulting firm Deloitte.
According to the report prepared by Deloitte, investments in advertising and media increased by 90 percent compared to last year. According to the report, which shows that investments are increasing in all media and the sector is growing; While investments in television reached the fastest growth rate, investments in the press increased. Investments in radio doubled.
THE GREATEST ADVERTISING INVESTMENT IS IN E-COMMERCE
Advertising spend was the largest sector, while e-commerce was second, followed by food and finance. The sectors with the highest growth in advertising investments were tourism, construction, fuel and energy, respectively.
Investments in television advertising, on the other hand, reached the fastest annual growth rate with an increase of 78.08 percent in 2022. With these data, despite all the negative external factors including the pandemic, it has grown above of the annual inflation rate (CPI) for 3 years in a row.
In addition to the fact that the positive effect of Covid-19, which increased again in the first 6 months of 2021, was fully restored in 2022, the decrease in total Grpxsn production reached 17 percent with the introduction of advertising times. of 12 minutes. per hour again.
MOST OF DIGITAL
According to the end of 2022 media and advertising report in Turkey, organized media (digital partner) sector was reported at TL 15.33 billion and direct purchase at TL 21.17 billion. Total organized and direct purchases reached TL 36.5 billion, a growth of 93.46% compared to 2021.
Considering investments in digital media by the type of device on which the ad was broadcast, mobile devices were the medium where most investments were made in digital media, with a share of 73 percent.
As a result of the growing use of Connected TV both in Turkey and in Europe, investments in Connected TV increased by 152.5% compared to the previous year and reached TL 310 million. Influencer investments increased 138.2%, while in-game endorsements increased more than 100%.
GROWTH IN THE PRESS 24.94 PERCENT
The press changed by 24.94 percent and took a total share of 1.1 percent in investments in organized media in Turkey, in the amount of TL 556 million. In 2022, media investments increased 24.03 percent in newspapers, while the increase in magazines was 31.03 percent.
With the effect of the global crisis and high inflation on paper and ink in 2021, cost increases continued. Although the use of newspapers by holding companies has shifted downward, it can be said that new advertisers still have an interest in print media. The decline in access to print media is forecast to slow somewhat in 2023.
EXTERIOR CLOSED 2022 WITH RECORD GROWTH
Outdoor air has grown 124.63 percent in 2022 and has received more than 2,000 million investments. This growth was due to new additions to outdoor inventory, the introduction of postponed outdoor investments due to Covid and the effect of inflation. The realization of new investments in Digital Outdoor creates an expectation of increasing investments. It is expected to continue in this way in 2023.
In 2022, investments in radio also showed growth of almost 100 percent. Radio investments are expected to continue to increase with joint efforts with RTÜK to increase the number of radios reporting revenue to RTÜK and to include direct sales programs in reports.
CINEMA COUNTER BELOW BEFORE THE PANDEMIC
The cinema, which was a channel that the audience and the advertiser had to forget during the pandemic period and opened in the second half of 2021 with restrictions after being closed for a long time, returned to full capacity with rich content in January of 2022.
Investments in cinema amounted to TL 110.7 million in 2022. Although cinema has not yet reached the figure of 60 million viewers before the pandemic, that is, in 2019, the number of viewers in 2022 has reached 36 ,2 millions.
INVESTMENTS IN MEDIA ARE PROJECTED TO INCREASE WORLDWIDE
Global media investments increased 6 percent compared to the previous year and reached $812 billion. While 55 percent of total media investments were in digital channels, video was in second place at 30 percent. Total media investments in the world are expected to grow by 4.55% next year.
TRENDS IN THE ADVERTISING INDUSTRY
Industry trends were also included in the report. Outstanding trends, coping with economic instability and rising inflation, continued investment; create omnichannel, story-based, and mobile-integrated ads; It was claimed that Gen Z’s ability to respond to common-sense behaviors was determined from an understanding of cost-of-living, climate change, and mental health concerns.