Our General Manager, Serhan Turfan, joined Zeynep Özyol on Bloomberg HT’s 60 Minutes to share insights on the rapid digital transformation of Turkey’s media sector and how our OneIngage brand is shaping this change.

Record Growth in Media Investments in Turkey

Turfan highlighted that media investments in Turkey grew by 78% in 2024, reaching 250 billion TL compared to the previous year. He emphasized that this impressive growth positioned Turkey as the fastest-growing country worldwide in media and advertising investments.

He also noted that while digital channels accounted for 74% of total investments, television, print, outdoor, and radio advertising all experienced remarkable growth—demonstrating that brands continue to value multi-channel strategies.

New Dynamics Driven by Digitalization

Turfan underlined that social media has become the primary driver of this growth in digital media investments, pointing out that average daily social media usage in Turkey reached 4 hours and 6 minutes.

He explained that this trend highlights the importance of measurable, personalized, and mobile-first strategies for brands seeking meaningful engagement with their audiences.

OneIngage: Integrated and Measurable Solutions

Referring to Koç Group’s longstanding expertise in media, Turfan recalled the acquisition of Ingage Digital, which paved the way for the creation of the OneIngage brand. He noted that this strategic step delivers three key advantages for brands: cost efficiency, integrated single-point services, and data-driven solutions that drive measurable impact.

Turfan also emphasized that the OneIngage model unites creativity, media planning, media buying, social media management, and technology under a single ecosystem. This structure, he added, enables brands to manage their communication processes more quickly and effectively.

KoçZer’s Transformation Vision

Turfan stated that digitalization, international growth, and an expanding service portfolio form the cornerstones of KoçZer’s transformation journey.

He concluded by saying:

“The OneIngage investment is more than an acquisition—it represents one of the most critical steps in our growth and transformation strategy for the future.”