Programmatic Out-of-Home Has Matured in Turkey. Next Up: Dynamic Creative.

Turkey's ad market is growing at a rate rarely matched among the world's top 20 markets. According to the 2024 "Media and Advertising Spend" report prepared by Deloitte for RD and IAB Türkiye, total media and ad spend reached TL 253.6 billion in 2024, growing 78.9% YoY - making Turkey the fastest-growing market in USD terms among the world's twenty largest ad markets.

Out-of-home has captured this wave in full force. Total out-of-home spend reached TL 10.94 billion in 2024, growing 115.2% YoY - going well beyond doubling for the second consecutive year:

Turkey is no exception here; it is an accelerated version of a global pattern.

Worldwide, according to WOO Global Expenditure Survey 2025 data, DOOH reached $17.9 billion in 2024 - representing 38.7% of all out-of-home revenue. While total out-of-home spend has remained essentially flat since 2013, DOOH grew by double digits (+15% in 2024 per WARC data), and PwC's Global Entertainment & Media Outlook 2026 report projects DOOH will account for 57.9% of all out-of-home spend by 2030. Digital is no longer a sub-segment of out-of-home; it is becoming the category itself.

The fastest-growing slice within DOOH is programmatic. WOO measured global programmatic DOOH at $1.7 billion in 2024 (9.4% of DOOH), with a 2025 forecast of $2.2 billion (10.9%).

But here is the takeaway every player in this space needs to dwell on: the appetite for dynamic creative runs far ahead of execution. Buyers in Turkey who include programmatic out-of-home in their plans list condition-triggered dynamic creative among their top reasons for buying - yet the hurdles they voice are not strategic, but almost entirely operational: limited access to the right screens, gaps in programmatic buying knowledge, and the difficulty of measuring DOOH against other channels (IAB Türkiye, 2025). Very few advertisers doubt that dynamic creative works; what most lack comes down to theoretical matters like a potential lack of awareness or the perception of insufficient time.

At Awarion, we have kept dynamic creative at the core of every brief response - in fact, we deployed DCO extensively starting with our very first campaign. Today, with the AI tools at our disposal, bringing dynamic creative to life is vastly faster than before.

This gap between intent and execution is the single most important data point in the entire picture. Because the return on closing this gap is thoroughly documented:

Industry research is helpful; but we wanted to look at the reality on the ground. That is why we analyzed our own platform, which we can comfortably say airs the vast majority of DCO campaigns in the country - and the region.

The data shows that major agencies are running large campaigns, each featuring dozens of static and video variants; creative production more than doubled from 2019 to 2025.

Then came 2026. In just the first half of the year, dynamic creative usage nearly tripled - and we produced nearly as many dynamic creatives as we did in all of 2024; we are on track for a record year. The dynamic work of 2026 is truly tied to data:

When you place all three datasets side by side, a single, coherent story emerges:

• ● The medium has proven itself. Programmatic out-of-home is mainstream both in Turkey (89% of buyers include it in plans) and globally (roughly 40% of all out-of-home revenue, rising to a majority toward 2030).
• ● The appetite for dynamic creative is real and growing - 43% of buyers in Turkey cite condition-triggered creative as the primary reason for programmatic buying; that same demand echoes in global markets.
• ● Its effectiveness is documented (up to a 40% increase in call-to-action and sales metrics with contextual relevance; 2.5x brand recall in premium DOOH; found 96% more attention-grabbing in our own research).
• ● Yet execution is set to increase even further - globally, dynamic creative still accounts for a small fraction of active campaigns; the reason is not doubt, but data feeds, tooling, and creative production capacity. At Awarion, however, that fraction is far from small; thanks to our dynamic-first approach, it sits at a striking level.

That final point is the opportunity itself, and it is less a strategy problem than a production problem. The brands that win the next phase of DOOH won't be those that merely believe in dynamic creative - almost everyone does - the winners will be those that can actually take it to the field: setting up data feeds, producing variants, and launching data-driven creative at the speed a real-time medium requires.

We shouldn't skip one key point. The growth of digital agencies - whose primary business is online ad planning and buying - within our client portfolio plays a huge role in the surge of data-driven, performance-seeking briefs in our inbox. Thanks to the approach of these young, dynamic, cross-channel-fluent teams, 50% of our campaigns in the last 12 months as of July 2026 came from digital agencies.

As more screens join our marketplace in 2026, including those in retail environments, the second half of the year will be the most exciting for DCO tactics: we will automatically deliver DCO recommendations through our AI planning agents, ensuring no brief gets left behind.