Turkish industry alliance, DPIP, unveils Value of Advertising study
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The Digital Marketing Communications Platform (DPIP) announced the results of the first-ever research into the economic contribution of advertising in Turkey.
DPIP is an industry alliance launched by the Turkish Advertisers Association (RVD), Interactive Advertising Bureau (IAB) Turkey, the Turkish Association of Advertising Agencies (RD) and the Mobile Marketing Association (MMA) Turkey in January 2021 to help create a safer, more sustainable online media environment.
From left to right: Ahmet Pura (RVD and DPIP Chairman); Ozlem Bulut (Ipsos Country Service Line Leader); Ezgi Akpinar Uysal (Sabancı University Associate Professor); Aysen Akalin (DPIP Vice Chair and IAB Turkey President); and Volkan Ikiler (DPIP Vice Chair and RD President).
The study, conducted by Ipsos, identified the multitude of benefits generated by advertising to the country’s economy and society. It found that every Turkish lira spent on advertising in 2020 generated 19.4 TL in GDP.
Other key findings:
- Overall advertising and media investments in 2020 directly and indirectly generated about 340 billion TL (24 billion Euros) in GDP, representing 6.73% of Turkey’s overall GDP.
- Advertising provides more than 602,000 jobs, equivalent to 2.25% of total national employment.