Marketing Communication

MARKETING COMMUNICATION IN TÜRKİYE and İLBAK HOLDING

The marketing communications sector in Türkiye continues to develop rapidly with digitalization and changes in consumer behavior.

Strong Recovery and New Dynamics After a year in which the earthquake and economic difficulties negatively affected media investments, 2024 was a year in which both a rapid recovery and structural transformation became visible for the Turkish digital advertising market. Digital media investments, which were 86.5 billion TL in 2023, increased by an impressive 83% to 158.03 billion TL in 2024. Thus, the share of digital in total media investments increased to 74.6%. This rate further reinforced Turkey’s position as the fastest-growing market in Europe in terms of digital media investments for four consecutive years since 2020.

Providing comprehensive solutions to the needs of brands, İlbak Holding has a strong position in the sector thanks to Max Media and PC Communications, the first and only publicly listed media planning and buying agency in Turkey. These agencies provide services with specialized teams in every field from strategy development to media buying, from digital and traditional media planning to implementation.

With its innovative and full-service approach to marketing communications, İlbak Holding ensures that brands meet their target audiences in the right way and continues to add value to the sector.