Is Advertising Only a Right for Big Brands?

Turkey's Advertising Market Reaches TRY 253.6 Billion, SMEs Struggle for Visibility
Global advertising spending exceeded USD 1.1 trillion in 2024, with the largest share of the market controlled by high-budget brands. The advertising landscape in Turkey—which reached TRY 253.6 billion—shows a similar pattern: major brands take centre stage while SMEs and local businesses command a limited share.

Global Advertising Spending Concentrates Among Major Players
According to WARC and MAGNA reports, global advertising spending reached USD 1.1 trillion in 2024. While 72.7% of this spending is directed to digital channels, more than 60% of revenue is controlled by a small number of technology giants such as Google, Meta and Amazon. This concentration has brought discussions of market inequity to the fore.

Advertising Investment in Turkey Reaches TRY 253.6 Billion
According to the Turkey 2024 Estimated Media and Advertising Investment Report prepared by the Advertising Association in collaboration with Deloitte, media and advertising investment rose to TRY 253.6 billion last year with a 78.9% increase.

74.2% of total investment was directed to digital channels; social media accounted for 47.08% of digital advertising spending. However, according to sector representatives, the bulk of these budgets continues to be spent by high-revenue and established brands.

Why Are SMEs Falling Behind in Advertising?
Much of the growth in Turkey's advertising market comes from national and multinational brands. SMEs and local businesses lag behind due to high production costs, limited media budgets and difficulties accessing traditional channels.

At this point, new business models aimed at breaking the inequality of opportunity in advertising are emerging. Union İstanbul, Turkey's first advertising agency growing through a franchise model, offers local businesses the opportunity to provide corporate advertising services in their own regions.

Mehmet Erkmen, Chairman of the Board at Union İstanbul, describes the agency's objectives:

"Outdoor and traditional advertising channels are media with the power to rapidly increase brand awareness and reach broad audiences. Our aim is to make local brands capable of accessing these powerful channels."

Digital Advertising Opens New Opportunities for SMEs
In Turkey in 2024, 71.2% of advertising investment was directed to digital channels. Of this, 27% went to social media, 16% to search engines and 9% to video advertising.

According to experts, this picture creates a new window of opportunity for SMEs unable to access national campaigns. According to the "Multiplier Effect" report, businesses that balance brand and performance advertising can increase their return on investment by 25% to 100%. It is recommended that 40–60% of the ideal budget allocation be devoted to brand advertising.

Mehmet Erkmen summarises the disadvantage faced by small businesses as follows:
"Costs and access barriers render SMEs invisible. Our aim is to break this inequality and enable local brands to communicate at corporate standards. Success in advertising should not be measured solely in digital; outdoor and traditional channels are critical opportunities for local brands."

Advertising Is Not a Luxury But a Requirement for Business Continuity
The U.S. Small Business Administration recommends that small businesses allocate at least 7–8% of annual revenue to marketing. According to experts, advertising is an investment that cannot be postponed for business sustainability.

Mehmet Erkmen emphasises the importance of advertising:

"Stopping advertising means telling your customer 'I no longer exist'. Especially during times of crisis, businesses that cut advertising quickly become invisible. Advertising is critical not only for sales but also to protect the future of the brand. Businesses that make regular and planned advertising investments both weather crises more easily and expand their market share in the long term."