Istanbul DOOH Guide · 2026

DOOH Advertising in Istanbul

AdQuick aggregates Istanbul's 11,000+ digital screens -- Taksim, Istiklal, Levent, Maslak, IST and SAW airports, the Marmaray, and Metrobus -- into one cross-continental buy. CPMs TRY 80 programmatic to TRY 420+ on Taksim and Zorlu LEDs; activate from TRY 25,000 through Galatasaray/Fenerbahce-derby and Ramazan takeovers.

Inventory, costs, programmatic activation, KVKK compliance, RTÜK / RÖK / TİTCK regulations, and multi-currency settlement — all in one place. Data current as of 2026.

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USD / EUR / ₺ multi-currency settlement
KVKK-compliant audience extension
Bilingual TR / EN / AR / RU creative
Operator-reported + RVD measurement
16,000+
Digital OOH screens in Istanbul
~16M
Metro population (bicontinental)
₺80–₺2,500+
Typical Istanbul DOOH CPM range
~₺65,000
Programmatic test minimum (USD ~$2,000)
Access all DOOH formats
Digital Billboards
Transit & Airport
Place-Based
Programmatic
01 What Is DOOH in Istanbul? 02 Istanbul DOOH Cost 03 Venues & Corridors 04 Istanbul Airport (IST) 05 Programmatic DOOH 06 Measurement 07 Creative Specs 08 Vendor Landscape 09 Best Districts & Mahalles 10 Regulations & KVKK 11 How to Buy DOOH 12 Budget Examples 13 FAQ

Digital Out-of-Home Advertising in Istanbul

An estimated 16,000+ digital screens across Istanbul Airport (IST) with Navori Labs QL-powered DOOH, Sabiha Gökçen (SAW), Metro İstanbul (11+ lines), Marmaray, Metrobüs, Taksim/İstiklal, Nişantaşı, Bağdat Caddesi, Levent/Maslak, and Galataport. CPMs range from ₺80 to ₺2,500+ across the world's only major bicontinental city.

Overview

What Is DOOH in Istanbul?

Digital out of home (DOOH) — called dijital açıkhava reklamı in Turkish — is outdoor advertising delivered on digital screens rather than printed posters. In Istanbul, DOOH spans the bicontinental transit-and-commercial landscape: Istanbul Airport (IST) with its world's-largest terminal and Navori Labs QL platform, Sabiha Gökçen (SAW) on the Asian side, Metro İstanbul (11+ lines including the 2023-opened M11 to IST), Marmaray (the undersea Bosphorus tunnel), Metrobüs, T1 tram, Taksim / İstiklal Caddesi, Sultanahmet, Nişantaşı, Bağdat Caddesi (the 14 km Asian-side luxury corridor), Levent / Maslak, Galataport, premium malls, the Big Three football stadiums, and place-based networks in kahvehane coffeehouses and meyhane traditional taverns. Digital now accounts for roughly 30–40% of total Istanbul OOH spend.
Inventory layers

Four Layers of Istanbul DOOH Inventory

Istanbul DOOH is best understood as four overlapping inventory layers, each with its own owners, CPMs, and buying paths.

Iconic Takeover

Taksim Meydanı + İstiklal Caddesi landmark LEDs, Nişantaşı / Abdi İpekçi luxury corridor, Bağdat Caddesi 14 km luxury corridor, Galataport waterfront, Levent / Maslak skyscraper digital, and the Big Three stadium event-day activation.

Transit & Airport

Istanbul Airport (IST) Navori Labs QL installations, Sabiha Gökçen (SAW), Metro İstanbul 11+ lines including M11 to IST, Marmaray bicontinental tunnel, Metrobüs BRT, T1 historic tram, and Istanbul Ferry / İDO.

Street-Level

Ströer Turkey and Clear Channel Türkiye street furniture, premium roadside, urban landmark, and Reklam İstanbul's pan-Istanbul digital OOH network — Turkey's largest digital OOH build via the Broadsign partnership.

Place-Based

Premium mall digital (Zorlu Center, İstinye Park, Kanyon, Akasya, Cevahir, Emaar Square, Mall of Istanbul, Vadi İstanbul), cinema (CinemaPink, Cinemaximum, AFM, Prestige), and Istanbul's distinctive kahvehane and meyhane networks.

Istanbul DOOH at a Glance (2026)
A bicontinental marketplace anchored by IST Navori Labs QL, Reklam İstanbul-Broadsign, and dooh.ist.
16,000+
Estimated digital OOH screens across Istanbul
~90M
Annual passenger capacity at Istanbul Airport (IST)
30–40%
Digital share of total Istanbul OOH spend
11+
Metro İstanbul lines including 2023-opened M11 to IST
Pricing data

How Much Does DOOH Advertising Cost in Istanbul?

DOOH pricing in Istanbul depends on venue type, format, daypart, campaign duration, buying model, and — critically — Turkish lira (₺ / TL) volatility. The lira has experienced significant volatility against USD and EUR with elevated Turkish inflation, so cross-border advertisers typically prefer USD or EUR settlement to avoid currency exposure. Four pricing models are in active use.

CPM

Cost per mille — increasingly dominant for programmatic DOOH (pDOOH). Range: ₺80–₺2,500+ (USD $2.50–$75) depending on venue.

SOV / Haftalık / Aylık

Share of Voice on weekly (haftalık) or monthly (aylık) cycles — dominant for premium Taksim, İstiklal, Nişantaşı, Bağdat Caddesi, and IST landmark LED spectaculars. 1-week, 2-week, and 4-week packages common.

Monthly Rate (Aylık Tarife)

Used on many direct-buy Metro İstanbul and building concessions.

Programmatic Guaranteed

Fixed impression count at a negotiated CPM, delivered via DSP against a reserved deal ID.

Indicative Istanbul DOOH rates by format (2026)

Format Typical CPM (₺ / TL) Approx USD Typical Minimum Buy Buying Model
Apartment / office elevator LCD ₺80–₺250 $2.50–$7.50 ₺50,000/month Loop share / programmatic
Metro İstanbul M2 line platform digital (Taksim-Yenikapı) ₺180–₺450 $5.50–$13.50 ₺120,000/haftalık (week) SOV / programmatic
Metro İstanbul M4 (Kadıköy-Kaynarca Asian side) platform ₺150–₺380 $4.50–$11.50 ₺100,000/haftalık SOV / programmatic
Metro İstanbul other lines (M1, M3, M5, M6, M7, M9, M11) ₺130–₺340 $4–$10 ₺85,000/haftalık SOV / programmatic
Metro İstanbul station dominations (Taksim, Yenikapı, Levent, Şişli-Mecidiyeköy, Kadıköy, Ataşehir, Üsküdar) ₺400–₺900 blended $12–$27 ₺550,000/haftalık Direct / PG
Marmaray commuter rail digital (bicontinental tunnel — opened 2013) ₺160–₺400 $5–$12 ₺110,000/haftalık SOV / direct
Metrobüs bus-rapid-transit digital (~1M daily riders crossing Bosphorus) ₺140–₺340 $4–$10 ₺90,000/haftalık SOV / programmatic
T1 Tramvay (Sultanahmet-Kabataş historic tram) ₺180–₺420 $5.50–$12.50 ₺110,000/haftalık SOV / direct
Istanbul Airport (IST) digital — İGA + Navori Labs QL ₺1,200–₺2,500 $36–$75 ₺650,000/week Direct / PG
Sabiha Gökçen Airport (SAW) digital ₺800–₺1,800 $24–$54 ₺400,000/week Direct / PG
Taksim Meydanı + İstiklal Caddesi landmark LEDs Quoted by slot share — ₺800,000–₺2,800,000/haftalık SOV packages
Nişantaşı + Abdi İpekçi Caddesi luxury corridor Quoted by slot share — ₺700,000–₺2,500,000/haftalık SOV packages
Bağdat Caddesi (Asian side luxury corridor) Quoted by slot share — ₺650,000–₺2,300,000/haftalık SOV packages
Levent / Maslak business-district skyscraper digital ₺400–₺900 $12–$27 ₺260,000/haftalık SOV / programmatic
Galataport cruise-terminal-and-mixed-use (2021+) ₺320–₺750 $9.50–$22 ₺200,000/haftalık SOV / programmatic
Kadıköy Asian-side commercial hub ₺280–₺650 $8.50–$19.50 ₺180,000/haftalık SOV / programmatic
Beşiktaş / Dolmabahçe adjacency ₺260–₺620 $8–$18.50 ₺170,000/haftalık SOV / programmatic
Şişli / Cevahir precinct ₺240–₺580 $7–$17.50 ₺150,000/haftalık SOV / programmatic
Premium mall digital (Zorlu Center, İstinye Park, Kanyon, Akasya, Cevahir, Emaar Square, Mall of Istanbul, Vadi İstanbul) ₺320–₺800 $9.50–$24 ₺190,000/week SOV / programmatic
Big Three football stadium match-day (Türk Telekom / Rams Park — Galatasaray, Ülker Stadyumu — Fenerbahçe, Tüpraş Stadyumu — Beşiktaş) Event pricing — ₺600,000–₺2,500,000/event Direct / event
Atatürk Olympic Stadium event (UEFA Champions League final venue 2023) Event pricing — ₺500,000–₺2,000,000/event Direct / PG
CNR Expo / Tüyap convention-window digital Event pricing — ₺400,000–₺1,500,000/event Direct / PG
Grand Bazaar / Spice Bazaar / Kapalıçarşı adjacency Quoted by venue — ₺200,000–₺700,000/haftalık SOV / direct
Taxi / rideshare digital ₺150–₺350 $4.50–$10.50 ₺85,000/month Programmatic / direct
Cinema digital (CinemaPink, Cinemaximum, AFM, Prestige) ₺380–₺900 $11.50–$27 ₺220,000/week SOV / direct
Programmatic open exchange (blended) ₺150–₺750 $4.50–$22.50 ~₺20,000 test Auction

Ranges reflect typical Istanbul in-charge rates for commercial campaigns; agency-negotiated rates and programmatic auction clearing prices can run below these floors. Cross-border advertisers should settle in USD or EUR to avoid Turkish lira volatility; AdQuick supports multi-currency settlement with automatic ₺ conversion. For live quotes tied to actual availability, pull pricing through the AdQuick marketplace.

Venues & corridors

Istanbul DOOH Format & Venue Breakdown

DOOH inventory in Istanbul is defined by venue environment, not creative format. The venue categories that matter and who owns them — across both European (Avrupa Yakası) and Asian (Anadolu Yakası) sides of the Bosphorus.

Venue Category Primary Media Owners Typical CPM (₺) Best For
Istanbul Airport (IST) — İGA with Navori Labs QL DOOH İGA / Istanbul Airport Advertising, Navori Labs platform ₺1,200–₺2,500 International premium + world's largest terminal-under-one-roof
Sabiha Gökçen (SAW) — Asian-side airport Sabiha Gökçen concessionaires ₺800–₺1,800 Domestic + low-cost carrier (Pegasus Airlines), Asian-side premium
Metro İstanbul (11+ lines including 2023-opened M11 to IST) Metro İstanbul advertising concessionaires, Reklam İstanbul ₺150–₺900 Mass commuter, ~5M+ daily metro riders
Marmaray (bicontinental Bosphorus tunnel, 2013+) TCDD / Marmaray concessionaires ₺160–₺400 Europe-Asia commuter rail
Metrobüs bus rapid transit (~1M daily) İETT / Metrobüs concessionaires ₺140–₺340 Europe-Asia BRT, mass commuter
T1 historic tram (Sultanahmet-Kabataş) Metro İstanbul concessionaires ₺180–₺420 Tourism (Sultanahmet historic core)
Reklam İstanbul Reklam İstanbul (building "Turkey's largest digital OOH network" via Broadsign) Varies Pan-Istanbul digital OOH network
dooh.ist marketplace dooh.ist with Broadsign SSP + Adform DSP Varies Turkish DOOH marketplace + programmatic
Ströer Turkey Ströer Turkey ₺240–₺620 Premium roadside, street furniture
Clear Channel Türkiye Clear Channel Türkiye ₺240–₺620 Street furniture, roadside
İBB / Media AŞ (Istanbul Metropolitan Municipality) İBB / Media AŞ Varies Municipal OOH, civic events, heritage-compliant
Scarlet Media Scarlet Media Varies Turkey OOH planning specialist
Marker Media Marker Groupe / Marker Media Varies Specialist DOOH operator
HF Media HF Media Varies Istanbul agency-integrated OOH
Ledeca Ledeca Varies DOOH operator
Taksim + İstiklal Caddesi landmark Building concessionaires, Reklam İstanbul, Ströer Turkey SOV packages Civic + entertainment + retail
Nişantaşı + Abdi İpekçi luxury corridor Building concessionaires, Reklam İstanbul SOV packages Luxury fashion, European-side affluent
Bağdat Caddesi (Asian-side luxury 14km corridor) Building concessionaires, Ströer Turkey SOV packages Asian-side luxury, premium residential
Levent + Maslak skyscraper district Building concessionaires, Reklam İstanbul ₺400–₺900 B2B, finance, corporate
Galataport (2021-opened cruise terminal + mixed-use) Galataport concessionaires ₺320–₺750 Tourism, cruise, modern waterfront
Sultanahmet UNESCO (limited heritage) İBB + heritage concessionaires Direct only Tourism, heritage-careful
Kadıköy Asian-side commercial hub Reklam İstanbul, local concessionaires ₺280–₺650 Asian-side creative, 20–45
Üsküdar historic Asian-side Local concessionaires ₺240–₺550 Asian-side traditional, 30–60
Beşiktaş / Dolmabahçe waterfront Reklam İstanbul, building concessionaires ₺260–₺620 Waterfront luxury, Dolmabahçe tourism
Şişli / Cevahir precinct Reklam İstanbul, Ströer Turkey ₺240–₺580 Business + retail + one of Europe's largest malls
Premium malls (Zorlu Center, İstinye Park, Kanyon, Akasya, Cevahir, Emaar Square, Mall of Istanbul, Vadi İstanbul) Mall concessionaires, Reklam İstanbul ₺320–₺800 Shoppers, fashion, CPG
Rams Park / Türk Telekom Stadium (Galatasaray) Galatasaray / stadium concessionaires Event pricing Galatasaray UEFA + Süper Lig
Ülker Stadyumu Şükrü Saracoğlu (Fenerbahçe) Fenerbahçe / Ülker concessionaires Event pricing Fenerbahçe UEFA + Süper Lig
Tüpraş Stadyumu / Vodafone Park (Beşiktaş) Beşiktaş JK / stadium concessionaires Event pricing Beşiktaş UEFA + Süper Lig
Atatürk Olympic Stadium (2023 UEFA Champions League Final venue) Atatürk Olympic concessionaires Event pricing Major event, 76,000+ capacity
CNR Expo / Tüyap convention centres Convention concessionaires Event pricing Trade fairs, B2B events
Grand Bazaar / Spice Bazaar adjacency Local concessionaires Quoted Tourism, historic commerce
Taxi / rideshare digital Local Istanbul operators ₺150–₺350 Nightlife, 25–45 mobile reach
Cinema (CinemaPink, Cinemaximum, AFM, Prestige) Cinema-chain concessionaires ₺380–₺900 Entertainment, younger audiences
Place-based (kahvehane, meyhane, gyms, hookah lounges) Local Istanbul networks ₺280–₺600 Turkish hospitality culture

Signature Istanbul DOOH sites

The Bicontinental DOOH Map

Istanbul Airport (IST): operated by İGA since 2018; features the world's largest passenger-airport terminal under one roof (1.3M square metres) with ~90M annual passenger capacity; site of the Navori Labs QL-powered DOOH deployment — one of the largest and most technologically sophisticated airport DOOH installations globally. The primary international gateway for Türkiye and a major hub for Turkish Airlines' world-largest international route network.
Sabiha Gökçen International Airport (SAW): the Asian-side airport in Pendik (~35M annual passengers); primary hub for Pegasus Airlines and low-cost carriers.
Taksim Meydanı + İstiklal Caddesi: Istanbul's main European-side pedestrian commercial spine; ~3M weekend pedestrian crossings along the ~1.4 km İstiklal corridor from Taksim Square to Tünel.
Sultanahmet: the UNESCO World Heritage "Historic Areas of Istanbul" core with Hagia Sophia, the Blue Mosque, and Topkapı Palace; heritage-restricted.
Nişantaşı / Abdi İpekçi Caddesi: Istanbul's Madison Avenue; European-side luxury fashion flagship corridor.
Bağdat Caddesi: the Asian-side luxury shopping corridor running ~14 km from Kadıköy to Bostancı — Istanbul's longest continuous retail avenue and the Asian-side equivalent of Nişantaşı.
Levent + Maslak: Türkiye's skyscraper-and-financial capital with Sapphire Tower, Skyland Istanbul, the major bank HQs, and the emerging skyline.
Marmaray: the 13.6 km undersea Bosphorus-crossing commuter rail tunnel opened 2013; an engineering landmark that physically connects European and Asian commuter rail for the first time in history.
Galataport: the 2021-opened cruise-terminal-and-mixed-use development on the Karaköy waterfront; transformed a former industrial port into Istanbul's newest premium waterfront destination.
The Big Three football stadiums: Rams Park / Türk Telekom Stadium (Galatasaray), Ülker Stadyumu Şükrü Saracoğlu Spor Kompleksi (Fenerbahçe), Tüpraş Stadyumu (Beşiktaş JK) — the Istanbul "Big Three" derby matches (Galatasaray-Fenerbahçe especially) are among European football's most intense rivalries.
Atatürk Olympic Stadium: host of the 2023 UEFA Champions League Final (Manchester City 1-0 Inter Milan) and Türkiye's largest stadium at 76,000+ capacity.
Grand Bazaar / Kapalıçarşı + Spice Bazaar / Mısır Çarşısı: the 15th-century historic covered markets; tourism and heritage commerce.

Metro İstanbul digital formats

Transit Format Dimensions / Resolution Typical Location Slot
Platform digital 6-sheet (D6 equivalent) 1080×1920 portrait Platform walls, concourses 10 sec in 60-sec loop
Digital lightbox / column wrap Various Station pillars, passageways 10 sec
In-train LCD 1920×1080 Metro carriage interiors 10 sec loop
Metrobüs in-bus / platform digital Various Metrobüs stations + vehicles 10 sec
T1 Tramvay in-tram digital Various Historic tram interiors 10 sec
Marmaray station + in-train digital 1920×1080 or custom Marmaray bicontinental tunnel stations 10 sec
Station Digital Domination Multiple synchronised screens Taksim, Yenikapı, Levent, Şişli-Mecidiyeköy, Kadıköy, Ataşehir, Üsküdar, Sirkeci (Marmaray), Haydarpaşa Customised

Creative approval: Metro İstanbul creative is reviewed by Metro İstanbul advertising concessionaires under İBB (İstanbul Büyükşehir Belediyesi) Reklam Yönetmeliği policies. Allow 10–14 business days for clearance. Alcohol creative is effectively prohibited under the 2013 RTÜK alcohol-advertising ban covering Turkish media including DOOH — a distinctive Turkish regulatory reality. Tobacco banned. Gambling restricted to state operators (Milli Piyango, Spor Toto, İddaa). Pharmaceutical (TİTCK), political (seçim kanunu during campaigns), and religious content (MEB / Diyanet İşleri) all carry limits.

Istanbul Airport (IST) digital formats

IST digital is operated through İGA / Istanbul Airport Advertising concessionaires across all terminals including Terminal 1 (international departures + arrivals), the distinctive central atrium, retail plazas, gate areas, baggage claim, transit corridors, and the new M11 metro-integrated zones. Navori Labs QL provides the underlying digital signage technology platform. Bilingual Turkish / English is standard; Arabic is common for Gulf / Middle East passenger zones; Russian is common for Russian tourism flows. Creative review timeline: 14 business days.

Ströer Turkey and Clear Channel Türkiye

Ströer Turkey (the German parent's Turkish arm) and Clear Channel Türkiye operate Istanbul's major street furniture, premium roadside, and urban landmark DOOH. Wall-level programmatic paths via Broadsign Reach and Ströer's native SSP.

Turkish audience measurement: RVD + operator-reported

Turkish OOH and DOOH is measured through multiple complementary sources.

RVD (Reklamverenler Derneği — Turkish Association of Advertisers): industry-association media investment tracking and reporting.
Operator-reported impressions: İGA, Metro İstanbul, İBB, Reklam İstanbul, Ströer Turkey publish passenger/traffic data used for venue-level impression modelling.
Nielsen Türkiye / Kantar Türkiye / Ipsos Türkiye: panel-based audience and brand research.
TurkcellAds + Vodafone Turkey + Türk Telekom mobile data: mobile panel verification (subject to KVKK consent).
Dentsu Türkiye / Publicis Türkiye / GroupM Türkiye / WPP: agency-backed cross-media measurement.

Honest disclosure: Türkiye does not yet have a single unified JIC-organised OOH audience currency as rigorous as UK Route, Germany ma DOOH, Spain Geomex, Italy Audioutdoor, or Canada COMMB. Turkish measurement relies on operator-reported + RVD industry reporting + Nielsen / Kantar / Ipsos panel verification. This is the Turkish market reality worth disclosing transparently.

Airport spotlight

Istanbul Airport (IST): Navori Labs QL & the World's Largest Terminal DOOH

Istanbul Airport is the centrepiece of Istanbul DOOH. Navori's QL digital signage software powers the deployment across the world's largest passenger-airport terminal under one roof — sitting in the global tier of airport DOOH estates alongside Heathrow, Changi Airport Singapore, and Dubai International.

Why Istanbul Airport (IST) matters for DOOH planning

~90 million annual passenger capacity: Turkish Airlines operates the world's largest international route network from IST, with connections to more countries than any other airline (~130 countries). This makes IST uniquely valuable for global brand-launch DOOH reaching multi-market travellers.
Terminal scale: 1.3 million square metres under one roof; the physical scale permits large-format LED, bespoke creative installations, and multi-location creative sequencing.
Navori Labs QL platform: the digital signage technology powering IST's DOOH; enables centralised creative management, dayparting, and dynamic content delivery at terminal scale.
New M11 metro line (2023+): Metro İstanbul's M11 line connects IST directly to the city centre since 2023, dramatically improving airport-to-city commuter flows and creating connected-journey DOOH planning opportunities.
Booking paths: direct with İGA / Istanbul Airport Advertising for premium takeovers and flagship installations; programmatic access growing via AdQuick aggregation.
Language: bilingual Turkish / English is standard; Arabic increasingly common given significant Gulf / Middle East passenger traffic; Russian common for Russian-origin tourism flows.

Reklam İstanbul, dooh.ist & Turkey's programmatic infrastructure

The Reklam İstanbul / Broadsign partnership building "Turkey's largest digital OOH network" and the dooh.ist marketplace define Türkiye's programmatic DOOH maturation.

Reklam İstanbul — Turkey's largest digital OOH network build: Reklam İstanbul's partnership with Broadsign builds Turkey's largest digital OOH network, operating pan-Istanbul digital OOH inventory across landmark locations, transit adjacencies, and premium commercial corridors. The Broadsign CMS + Broadsign Reach SSP partnership opened this inventory to international programmatic buyers.
dooh.ist — the Turkish DOOH marketplace: positions itself as the Turkish DOOH marketplace with explicit technology stack — Broadsign SSP on the supply side and Adform DSP on the demand side. This makes dooh.ist the native Turkish programmatic DOOH infrastructure for domestic planners.
Why this matters: Before 2023–2024, Turkish DOOH was substantially direct-only and lira-rate-card-based. The combined Reklam İstanbul-Broadsign network build and dooh.ist marketplace deployment have opened Istanbul programmatic DOOH to international buyers — bringing Istanbul closer in line with European programmatic DOOH markets. For cross-border advertisers activating across EMEA, Istanbul inventory is now reliably accessible via DSP.
Programmatic

Programmatic DOOH (pDOOH) in Istanbul: How to Activate

A DSP sends bids into an SSP representing one or more media owners. When a play opportunity opens on a screen, the SSP runs an auction (or fulfils a reserved deal) and returns the winning creative to the ad server. Screen-level identifiers, venue taxonomy, and dayparting determine which auctions your campaign participates in.

Major DSPs buying Istanbul DOOH inventory

AdQuick

DSP and marketplace — transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH, dooh.ist's Broadsign SSP, Adform) and aggregates direct media-owner inventory from Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA / Istanbul Airport Advertising, Sabiha Gökçen, İBB / Media AŞ, Metro İstanbul, Galataport, Taksim / Nişantaşı / Bağdat Caddesi landmarks, and Big Three stadiums into a single unified plan with KVKK-compliant audience extension and multi-currency USD / EUR / ₺ settlement.

Vistar Media

Largest pDOOH DSP globally; growing Türkiye coverage via SSP integrations.

Broadsign Ads

Integrated with Broadsign Reach SSP; deep Reklam İstanbul access given the Broadsign CMS partnership.

VIOOH

JCDecaux-backed DSP / SSP with select Istanbul supply.

StackAdapt DOOH

Omnichannel DSP with DOOH module; Istanbul supply via SSP integrations.

The Trade Desk (OpenPath DOOH)

DOOH as a channel within TTD's omnichannel buying; growing EMEA access.

Yahoo DSP

DOOH channel access across multiple SSPs.

Adomni

Self-serve pDOOH platform with EMEA expansion.

Adform

Danish DSP with strong Türkiye presence — used by the dooh.ist marketplace.

Moving Walls

Measurement + DSP platform with EMEA coverage.

Major SSPs / networks with Istanbul inventory

Broadsign Reach

Primary SSP path for Reklam İstanbul (Broadsign CMS partnership) and broader Istanbul digital OOH supply.

dooh.ist (Broadsign SSP)

The Turkish DOOH marketplace's supply side runs on Broadsign SSP, paired with Adform on the demand side.

Place Exchange

Integrated into The Trade Desk, Yahoo DSP, and other omnichannel DSPs for EMEA DOOH.

VIOOH SSP

JCDecaux's SSP with select Istanbul-area inventory.

Hivestack SSP

Strong EMEA footprint; accessible Istanbul inventory via deal IDs.

Ströer SSP

Native programmatic path for Ströer Turkey street furniture and premium roadside.

Major SSPs & media owner programmatic paths in Istanbul

Reklam İstanbul: accessible via AdQuick, Broadsign Reach (primary partnership), Vistar, Hivestack, and direct for pan-Istanbul digital OOH.
dooh.ist: accessible via AdQuick, Adform DSP (the dooh.ist-native DSP integration), and direct (Broadsign SSP + Adform DSP marketplace).
Ströer Turkey: accessible via AdQuick, Broadsign Reach, Ströer SSP, Vistar, and Hivestack for street furniture and premium roadside.
Clear Channel Türkiye: accessible via AdQuick, Broadsign Reach, Vistar, and Hivestack.
İGA / Istanbul Airport Advertising: accessible via AdQuick and direct for IST.
Sabiha Gökçen concessionaires: accessible via AdQuick and direct.
Metro İstanbul concessionaires: accessible via AdQuick, Reklam İstanbul partner paths, and direct.
İBB / Media AŞ: municipal OOH via AdQuick and direct İBB concession.
Big Three stadium concessionaires: direct primarily; AdQuick for event-window aggregation.

Programmatic Deal Types in Istanbul

Deal Type How It Works Best For
Open exchange Auction-based; lowest CPM Test budgets, opportunistic activation
Private marketplace (PMP) Invite-only deal with preferred floor and premium inventory Most common programmatic path for brand campaigns
Programmatic Guaranteed (PG) Fixed impression count, fixed CPM, reserved inventory Flagship campaigns needing delivery certainty

Targeting capabilities for Istanbul pDOOH

Venue targeting: buy only Istanbul Airport (IST), Sabiha Gökçen (SAW), Metro İstanbul, Marmaray, Metrobüs, T1 tram, mall, landmark, Taksim, Nişantaşı, Bağdat Caddesi, Levent/Maslak, Galataport, elevator, or place-based using IAB OOH venue taxonomy.
Geofence / ilçe / mahalle / postal code: fence to European side (Beyoğlu, Fatih, Şişli, Beşiktaş, Sarıyer, Eyüpsultan, Bakırköy, Bahçeşehir, Başakşehir) or Asian side (Kadıköy, Üsküdar, Maltepe, Ataşehir, Pendik, Kartal, Beykoz, Ümraniye), or a radius around a POI (IST, SAW, Galata Tower, Dolmabahçe, Kız Kulesi).
Daypart: commute windows (AM 7:00–10:00 / PM 17:00–20:00), lunch peaks, after-work meyhane (17:00–22:00 — the Turkish tavern social window), Taksim / İstiklal nightlife (20:00–02:00 weekends), Friday jumu'ah prayer time, weekend, event-based.
Contextual triggers: weather, Ramazan 30-day cycle with iftar timing (sunset fast-break — distinctive Turkish DCO trigger), Ramazan Bayramı / Eid al-Fitr (3 days) and Kurban Bayramı / Eid al-Adha (4 days), Big Three football matches, UEFA Champions League Turkish-club nights, Cumhuriyet Bayramı (October 29), 23 Nisan, 19 Mayıs, 30 Ağustos, Istanbul Biennial, Istanbul Jazz Festival, Vodafone Istanbul Marathon (November — world's only intercontinental marathon), Shopping Fest Istanbul (June), Black Friday Turkish retail cycle, Trendyol / Hepsiburada / Amazon.com.tr cycles, IST / SAW flight status.
Mobile audience extension: Turkcell Ads (dominant Turkish telco with TurkcellAds Data), Vodafone Turkey, Türk Telekom mobile segments (subject to KVKK consent), Trendyol / Hepsiburada / Amazon.com.tr first-party segments where permitted under KVKK.
Dynamic creative optimisation (DCO): creative variations served by location, weather, time, or audience segment. Turkish-language (Türkçe) is the domestic default; bilingual TR / EN is standard for IST, Galataport, Nişantaşı luxury, and international hotels; Arabic creative is common for Gulf / Middle East tourism zones; Russian creative appears in Russian-tourism zones. Turkish cultural-calendar DCO (Ramazan, Bayram, national days) is significantly higher-value in Istanbul than Western-European DCO calendars.
Measurement

Measuring DOOH in Istanbul: RVD, Operator Data & Attribution

Turkish DOOH measurement combines industry-association reporting, panel research, operator-reported impressions, and mobile-lift verification — with honest acknowledgement that Türkiye does not yet have a unified JIC-style currency.

1. Turkish measurement layers

✓
RVD (Reklamverenler Derneği — Turkish Association of Advertisers): industry-association media investment tracking
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Nielsen Türkiye / Kantar Türkiye / Ipsos Türkiye: panel-based audience and brand research
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Operator-reported impressions: İGA, Metro İstanbul, İBB, Reklam İstanbul, Ströer Turkey, Clear Channel Türkiye
✓
Dentsu Türkiye / Publicis Türkiye / GroupM Türkiye agency cross-media measurement
✓
Moving Walls third-party attention and attribution for cross-border programmatic buyers

2. Verification & attribution partners

✓
Moving Walls — attention measurement, impression verification, attribution across EMEA
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Adelaide AU — attention measurement; AU scores for creative and placement quality
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Nielsen Türkiye / Kantar Türkiye / Ipsos Türkiye — brand lift studies (awareness, consideration, intent)
✓
Turkcell Ads / Vodafone Turkey / Türk Telekom mobile data — location verification (KVKK consent)
✓
Trendyol / Hepsiburada / Amazon.com.tr lift studies — e-commerce sales lift (KVKK-permitted)
✓
Branded search lift — correlates DOOH exposure with incremental Google.com.tr branded search

3. Core Istanbul DOOH KPIs

Impressions (operator-reported + panel-verified), reach, frequency, Share of Voice (SOV), CPM, CPV, store visits, branded search lift on Google.com.tr, Trendyol / Hepsiburada / Amazon.com.tr sales lift, and conversion lift where first-party data is available under KVKK compliance.

Honest disclosure on Turkish measurement: Unlike markets with mature JIC-based OOH audience currencies (UK Route, Germany ma DOOH, Spain Geomex, Italy Audioutdoor, Canada COMMB), Türkiye does not yet have a single authoritative unified DOOH impression currency. Attribution benchmarks rely on operator-reported data, RVD industry reporting, Nielsen / Kantar / Ipsos panel supplementation, and mobile-lift studies.

DIGITAL SHARE OF ISTANBUL OOH SPEND30–40%
DOOH SCREENS ACROSS ISTANBUL16,000+
IST ANNUAL PASSENGER CAPACITY~90M
SAW ANNUAL PASSENGERS~35M
METRO İSTANBUL DAILY RIDERS~5M+
METROBÜS DAILY RIDERS~1M
İSTİKLAL WEEKEND PEDESTRIANS~3M
BAĞDAT CADDESİ LENGTH~14 km
Creative specs

Istanbul DOOH Creative Specs & Best Practices

Standard creative specs across Metro İstanbul, IST, SAW, Marmaray, landmark LEDs, and place-based — with Turkish-language defaults and bilingual TR / EN / AR / RU variants for tourism zones.

Standard creative specs

Format Resolution Aspect Duration File
Metro İstanbul D6 / mall portrait / elevator 1080×1920 9:16 10 sec MP4, JPG, PNG
In-train / in-Metrobüs / street-furniture landscape 1920×1080 16:9 10 sec MP4, JPG, PNG
Istanbul Airport (IST) / Sabiha Gökçen (SAW) / Marmaray station large-format 1920×1080 or custom 16:9 10–15 sec MP4, JPG, PNG
Istanbul Airport IST Navori Labs QL installations Navori Labs-specified Varies 15–30 sec Navori-specified
Taksim / İstiklal / Nişantaşı / Bağdat Caddesi / Galataport landmark LEDs Custom (building-specific) Varies 15–30 sec Owner-specified
Big Three stadium match-day digital Custom Varies Varies Owner-specified

Best Practices & Motion

Motion is widely supported on Metro İstanbul, Marmaray, Metrobüs, İGA IST, mall, and landmark DOOH; roadside digital on TEM Otoyolu, FSM / 15 July Martyrs / YSS Bosphorus bridges, and O-1 subject to Karayolları Genel Müdürlüğü motion limits.
Audio is rarely supported — exceptions include cinema (CinemaPink, Cinemaximum, AFM, Prestige), some meyhane / bar networks, and select IST airport installations.
Creative duration: 10 seconds is the Turkish standard for transit and street; 15–30 seconds for Taksim / İstiklal landmark and IST airport large-format.
File weight: 10–25 MB per asset; H.264 is the dominant codec.

Language & Cultural Sensitivity

Turkish-language (Türkçe) creative is the domestic default — approximately 95% of Istanbul domestic commercial DOOH. Bilingual Turkish / English is standard for IST, Galataport, Nişantaşı luxury, and international business precincts.
Arabic creative is common for Gulf / Middle East tourism zones (particularly in Sultanahmet, Taksim, Nişantaşı) given substantial Saudi, UAE, Kuwaiti, Qatari tourism flows. Russian creative appears in Russian-tourism zones.
Turkish cultural / religious sensitivity — creative should respect Islamic cultural context; avoid pork, alcohol imagery (which are legally restricted anyway), or overtly sexualised imagery. Ramazan-period creative should acknowledge the fasting context. Friday prayer times may affect daypart scheduling in conservative zones.
Text sizing rule of thumb — text height ≥ 1/10 of the shortest screen dimension; Turkish diacriticals (ç, ğ, ı, ö, ş, ü) require careful font selection. Safe zones: 5–10% margin from each edge; avoid the bottom 15% of Metro İstanbul portrait D6s.

Dynamic Triggers (DCO)

Widely supported via DCO; popular with weather, Ramazan iftar timing (daily sunset fast-break — distinctive Turkish DCO trigger), Bayram cycles, Big Three football match schedules, Istanbul Biennial, Vodafone Istanbul Marathon (November — world's only intercontinental marathon), Cumhuriyet Bayramı, Shopping Fest Istanbul, and Black Friday Turkish retail cycle.

Compliance & Approvals

Metro İstanbul / İETT (bus) / TCDD (Marmaray): transit creative review via concessionaires; 10–14 business days.
İGA Istanbul Airport Advertising: IST airport creative review via İGA; 14 business days.
Sabiha Gökçen concessionaires: SAW airport creative review; 10–14 business days.
Big Three stadium concessionaires (Galatasaray, Fenerbahçe, Beşiktaş): match-day and UEFA creative; 10 business days. Atatürk Olympic Stadium: 10–14 business days.
İBB / Media AŞ + İBB Reklam Yönetmeliği: municipal signage approval for new landmark installations; 6–12 weeks with heritage restrictions in Sultanahmet UNESCO zone and designated historic neighbourhoods (Fener, Balat, Kuzguncuk).
39 district-level belediyesi: local-level permit approval for ilçe-specific installations.
Vendor landscape

Istanbul DOOH Vendor Landscape

Media owners, network operators, marketplaces, and DSPs that define Istanbul DOOH supply.

Media Owners & Network Operators

Reklam İstanbul

"Turkey's largest digital OOH network" build via Broadsign partnership; pan-Istanbul digital OOH inventory across landmark locations, transit adjacencies, and premium commercial corridors.

Network Operator · Pan-Istanbul

dooh.ist

Turkish DOOH marketplace using Broadsign SSP on the supply side and Adform DSP on the demand side — Türkiye's native programmatic DOOH infrastructure.

Marketplace · Programmatic

Scarlet Media

Turkey OOH planning specialist.

Planning Specialist

Marker Media

Specialist DOOH operator (Marker Groupe / Marker Media).

DOOH Operator

HF Media

Istanbul agency-integrated OOH.

Agency-Integrated OOH

Ledeca

DOOH operator covering Istanbul inventory.

DOOH Operator

Mordor Intelligence Turkey

Turkish OOH/DOOH market research.

Market Research

Ströer Turkey

Premium roadside, street furniture, and urban landmark DOOH (the German parent's Turkish arm).

Street Furniture · Roadside

Clear Channel Türkiye

Street furniture, roadside, and urban DOOH inventory.

Street Furniture · Roadside

İGA / Istanbul Airport Advertising

IST — the world's largest passenger-airport terminal under one roof; Navori Labs QL-powered DOOH deployment.

Airport · IST

Sabiha Gökçen concessionaires

SAW — the Asian-side airport in Pendik; primary hub for Pegasus Airlines.

Airport · SAW

İBB / Media AŞ

Municipal OOH operated by İstanbul Büyükşehir Belediyesi.

Municipal · Civic

Metro İstanbul concessionaires

11+ Metro lines + Marmaray + Metrobüs + T1 historic tram digital inventory.

Transit · Metro & BRT

Galatasaray / Türk Telekom / Rams Park

Big Three stadium digital — match-day and UEFA Champions League / Süper Lig event windows.

Stadium · Galatasaray

Fenerbahçe / Ülker Stadyumu Şükrü Saracoğlu

Big Three stadium digital — Fenerbahçe match-day and European fixtures.

Stadium · Fenerbahçe

Beşiktaş JK / Tüpraş Stadyumu / Vodafone Park

Big Three stadium digital — Beşiktaş match-day and European fixtures.

Stadium · Beşiktaş

Atatürk Olympic Stadium

2023 UEFA Champions League Final venue; Türkiye's largest stadium at 76,000+ capacity.

Stadium · Major Events

Galataport concessionaires

2021-opened waterfront cruise-terminal-and-mixed-use development on the Karaköy waterfront.

Waterfront · Cruise Terminal

Taksim / İstiklal / Nişantaşı / Bağdat Caddesi landmark operators

Premium pedestrian landmark LED inventory across European-side civic and luxury corridors plus the 14 km Asian-side Bağdat Caddesi spine.

Landmark · Premium Pedestrian

Levent / Maslak skyscraper operators

Business-district premium digital across Türkiye's financial and skyscraper capital.

Business District · Skyscraper

Premium mall concessionaires

Mall digital across Zorlu Center, İstinye Park, Kanyon, Akasya, Cevahir, Emaar Square, Mall of Istanbul, and Vadi İstanbul.

Mall · Place-Based

CinemaPink, Cinemaximum, AFM, Prestige

Cinema digital networks across Istanbul.

Cinema

DSPs Actively Buying Istanbul Inventory

AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt DOOH, The Trade Desk (OpenPath DOOH), Yahoo DSP, Adomni, Adform, and Moving Walls all transact Istanbul programmatic DOOH inventory.

AdQuick — The Marketplace Above the Landscape

AdQuick is the only out of home advertising platform that transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH, dooh.ist's Broadsign SSP, Adform) and aggregates direct media-owner inventory from Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA (Istanbul Airport including Navori Labs QL-powered installations), Sabiha Gökçen, İBB / Media AŞ, Metro İstanbul / Marmaray / Metrobüs / T1, Galataport, Big Three stadium concessionaires (Galatasaray, Fenerbahçe, Beşiktaş), Atatürk Olympic Stadium, CNR Expo / Tüyap, and Taksim / İstiklal / Nişantaşı / Bağdat Caddesi / Levent / Maslak landmark operators into a single unified plan — with native operator-reported + RVD audience planning, bilingual Turkish / English / Arabic / Russian creative delivery, KVKK-compliant mobile audience extension, RTÜK / RÖK / TİTCK compliance guidance including the distinctive 2013 Turkish alcohol-advertising ban and state-monopoly gambling restrictions, Ramazan / Bayram / Cumhuriyet Bayramı cultural-calendar DCO consultation, foot-traffic attribution, and multi-currency USD / EUR / ₺ settlement to manage Turkish lira volatility — all native, all in one platform.

Districts & mahalles

Best DOOH İlçe (District) & Mahalle (Neighbourhood) in Istanbul

Istanbul's bicontinental DOOH map — the European side (Avrupa Yakası) and the Asian side (Anadolu Yakası), with audience profiles and signature formats by ilçe and mahalle.

European side (Avrupa Yakası)

Beyoğlu (Taksim, İstiklal, Galata, Karaköy, Cihangir)

Audience profile: civic, entertainment, tourism, creative, 20–50. Signature formats: Taksim Meydanı + İstiklal Caddesi landmark, Galata Tower adjacency, Galataport.

Fatih (Sultanahmet, Eminönü, Fener, Balat)

Audience profile: UNESCO heritage, tourism, traditional. Signature formats: Grand Bazaar + Spice Bazaar adjacency (limited heritage), Sirkeci Marmaray.

Şişli (Nişantaşı, Harbiye, Mecidiyeköy, Osmanbey)

Audience profile: luxury, retail, business, 30–55 affluent. Signature formats: Nişantaşı + Abdi İpekçi luxury corridor, Cevahir Mall, Mecidiyeköy Metro.

Beşiktaş (Levent, Etiler, Ortaköy, Dolmabahçe)

Audience profile: finance, luxury, waterfront, tourism. Signature formats: Levent skyscraper district, Dolmabahçe adjacency, Zorlu Center, Tüpraş Stadyumu.

Sarıyer (İstinye, Tarabya, Maslak, Emirgan)

Audience profile: premium residential, business (Maslak), Bosphorus villages. Signature formats: Maslak business corridor, İstinye Park, Vadi İstanbul.

Eyüpsultan

Audience profile: historic religious, heritage. Signature formats: Eyüp Sultan Mosque adjacency, Pierre Loti.

Bakırköy / Ataköy

Audience profile: western European side, residential + Atatürk Airport legacy. Signature formats: Ataköy metro, Bakırköy pedestrian.

Başakşehir / Bahçeşehir

Audience profile: modern suburban residential. Signature formats: Başakşehir metro, Mall of Istanbul.

Arnavutköy (IST airport)

Audience profile: Istanbul Airport area. Signature formats: Istanbul Airport (IST), M11 metro access.

Asian side (Anadolu Yakası)

Kadıköy (Moda, Yeldeğirmeni, Caddebostan)

Audience profile: creative, cultural, 20–45, Moda bohemian. Signature formats: Kadıköy Metro + ferry, Moda retail, Bağdat Caddesi start.

Bağdat Caddesi full corridor (Caddebostan to Bostancı)

Audience profile: Asian-side luxury 14 km corridor. Signature formats: luxury-flagship LEDs, premium residential.

Üsküdar (Salacak, Çengelköy, Kuzguncuk, Beylerbeyi)

Audience profile: historic traditional, family, Maiden's Tower. Signature formats: Marmaray Üsküdar, Kız Kulesi adjacency.

Ataşehir

Audience profile: business district, financial. Signature formats: Palladium Mall, ATV/CNN Türk HQ area.

Maltepe

Audience profile: residential + coast. Signature formats: Marmaray stations, coast.

Pendik (SAW airport)

Audience profile: Asian-side airport + industrial + residential. Signature formats: Sabiha Gökçen (SAW), metro terminus.

Kartal

Audience profile: residential + industrial + Dragos. Signature formats: Kartal coast, Metro terminus.

Beykoz (Bosphorus villages)

Audience profile: premium Bosphorus-facing, historic. Signature formats: Anadolu Kavağı, Bosphorus waterfront.

Ümraniye

Audience profile: mass-market, Emaar Square Mall. Signature formats: Emaar Square Mall + Çamlıca TV Tower area.
Compliance

Regulatory & Privacy Considerations for Istanbul DOOH

Türkiye carries one of EMEA's most distinctive regulatory frameworks — a 2013 RTÜK alcohol-advertising ban, state-monopoly gambling rules, KVKK data protection, and tight 39-ilçe municipal permit processes.

Approvals & Permits

Metro İstanbul / İGA / Sabiha Gökçen creative approval: 10–14 business days; 14 for IST.
İBB Reklam Yönetmeliği: İstanbul Metropolitan Municipality Advertising Regulation; heritage restrictions in Sultanahmet UNESCO zone, Fener, Balat, Kuzguncuk, Ortaköy; 6–12 weeks for new landmark permits.
39 ilçe belediyesi: district-level municipal permits for local installations.

Self-Regulation & Competition

RÖK (Reklam Özdenetim Kurulu): Turkish advertising self-regulation aligned with ICC / EASA.
Rekabet Kurumu: competition / misleading advertising enforcement.

KVKK — Turkish Data Protection

KVKK + KVK Kurumu: Turkish data protection law (2016) — Türkiye's GDPR equivalent; strict consent rules for mobile audience extension.

Category Restrictions

RTÜK + 2013 alcohol-advertising ban: effectively prohibits alcohol advertising across all Turkish media including DOOH. A defining Turkish DOOH regulatory reality that materially limits advertiser categories.
TİTCK: pharmaceutical advertising; prescription drugs not DTC advertisable.
Tobacco and vapes: banned across all Turkish OOH.
Alcohol: effectively banned since 2013 RTÜK restrictions; Turkish distinctive.
Gambling / sports betting: only state-operated Milli Piyango, Spor Toto, İddaa permitted; all private gambling illegal.
Cannabis: fully illegal in Türkiye.
Cryptocurrency: BDDK / SPK guidance evolving; risk disclosures required.

Political, Religious & Roadside

Political content: Yüksek Seçim Kurulu rules during campaigns.
Religious content: Diyanet sensitivity; Ramazan / Bayram cultural context.
Karayolları Genel Müdürlüğü: roadside digital motion limits on TEM, FSM / 15 July Martyrs / YSS bridges, O-1, and major arteries.
How to buy

How to Buy Digital Out-of-Home Advertising in Istanbul

Three viable buying paths, depending on budget, scale, and complexity.

01

Direct with an Istanbul media owner or Turkish agency

Contact Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA / Istanbul Airport Advertising, Sabiha Gökçen concessionaires, İBB / Media AŞ, Metro İstanbul concessionaires, or a Turkish OOH agency (Dentsu Türkiye, Publicis Türkiye, GroupM Türkiye, WPP, or Turkish independents) directly. Best for flagship, landmark, and large-budget direct buys (Istanbul Airport Navori QL takeovers, Taksim / İstiklal SOV packages, Nişantaşı / Bağdat Caddesi luxury corridors, Big Three stadium event-day, Galataport activation, Atatürk Olympic Stadium major-event). Downsides: Turkish-language negotiation (English widely spoken in Istanbul advertising), ₺ invoicing with KDV (20% VAT) and lira-volatility exposure, municipal permit paperwork across 39 ilçe, KVKK compliance, and slow plan stitching across owners.

02

Programmatic via a DSP

Activate through any DSP buying Istanbul inventory — AdQuick, Vistar Media, Broadsign Ads (Reklam İstanbul partnership), VIOOH, StackAdapt DOOH, The Trade Desk (OpenPath DOOH), Yahoo DSP, Adomni, Adform (the dooh.ist demand-side partner), or Moving Walls. Best for impression-based, flexible, and data-targeted campaigns from ₺65,000 test budgets upward. Cross-border advertisers strongly prefer USD or EUR settlement to avoid lira volatility. Downsides if picking a single non-unified DSP: some DSPs have limited Reklam İstanbul, İGA, İBB, or Big Three stadium access.

03

Through AdQuick — the unified DSP + marketplace approach

AdQuick is a DSP and out of home advertising platform that transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH, dooh.ist's Broadsign SSP, Adform) and aggregates direct inventory from every major Istanbul media owner (Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA / Istanbul Airport Navori QL, Sabiha Gökçen, İBB / Media AŞ, Metro İstanbul / Marmaray / Metrobüs / T1, Galataport, Big Three stadiums, Atatürk Olympic Stadium, CNR Expo / Tüyap, Taksim / İstiklal / Nişantaşı / Bağdat Caddesi / Levent / Maslak landmark operators) in a single unified plan — with operator-reported + RVD audience data, bilingual TR / EN / AR / RU creative approval, KVKK-compliant mobile audience extension, RTÜK / RÖK / TİTCK compliance guidance, Ramazan / Bayram / Cumhuriyet Bayramı cultural-calendar DCO, foot-traffic attribution, and multi-currency USD / EUR / ₺ settlement to manage lira volatility. The fastest path for any international buyer entering Türkiye / EMEA emerging markets or any domestic buyer who wants full-market Istanbul access.

Budget examples

Istanbul DOOH Budget Examples

Three representative Istanbul DOOH budget tiers — from a ₺65,000 programmatic test to a ₺12M+ Türkiye-entry flagship anchored by IST Navori QL, Taksim, Nişantaşı, and Big Three derby activation.

Tier 1: Test / Türkiye-entry
₺65,000–₺200,000

USD $2,000–$6,000 — single-DSP, 2-week bicontinental geofence with bilingual creative.

Platform: single DSP (AdQuick, Vistar, VIOOH, or Broadsign Ads self-serve) with USD, EUR, or ₺ billing.
Geofence: Beyoğlu (Taksim, İstiklal) + Beşiktaş + Kadıköy bicontinental.
Inventory: Metro İstanbul M2 D6 + apartment/office elevator LCD.
Flight: 2 weeks (haftalık cycles), 2 dayparts (AM commute + after-work meyhane 17:00–22:00).
Measurement: operator-reported + RVD-benchmarked impression reporting.
Attribution: mobile lift pixel for directional attribution.
Creative: bilingual Turkish / English, RÖK pre-cleared.
Tier 2: Mid-market multi-venue
₺800,000–₺2,800,000

USD $24,000–$85,000 — 30-day programmatic PMP with DCO and a foot-traffic lift study.

Programmatic PMP: Metro İstanbul M2 + M4, Marmaray, Metrobüs, Ströer Turkey street furniture, Zorlu Center + İstinye Park + Kanyon + Akasya mall digital, cinema.
Direct PMP deals: Reklam İstanbul (via Broadsign Reach) and dooh.ist (via Adform).
DCO: weather, Ramazan iftar timing, and Big Three match-triggered creative (3–4 variants).
Audience extension: Turkcell Ads / Vodafone Turkey / Türk Telekom segments with KVKK consent.
Attribution: foot-traffic lift study (Moving Walls or Kantar Türkiye panel-augmented).
Flight: 30-day.
Compliance: RTÜK / RÖK / TİTCK / KVKK pre-clearance for regulated categories.
Creative: bilingual Turkish / English, plus Arabic variant for Sultanahmet / Taksim Gulf-tourism zones.
Tier 3: Flagship Türkiye-entry / event
₺12,000,000+ / quarter

USD $360,000+/quarter — Ramazan Bayramı, Istanbul Marathon, UEFA, Big Three derby flagship anchored by IST Navori QL and landmark SOV.

Direct SOV: Taksim + İstiklal + Nişantaşı + Bağdat Caddesi + Galataport landmark LEDs.
Airport takeover: Istanbul Airport (IST) Navori Labs QL-powered premium digital takeover + Sabiha Gökçen (SAW) premium digital.
Metro dominations: Metro İstanbul M2 Taksim-Yenikapı full-line (Taksim, Şişli-Mecidiyeköy, Levent, Yenikapı) + M4 Kadıköy Asian-side + Marmaray bicontinental tunnel full-line takeover.
Stadium event-day: Big Three (Galatasaray — Rams Park, Fenerbahçe — Ülker Stadyumu, Beşiktaş — Tüpraş Stadyumu) + Atatürk Olympic Stadium event-window if UEFA Champions League qualifier.
Convention windows: CNR Expo / Tüyap event-window takeover.
Programmatic PMP: rolling across Istanbul, Ankara, İzmir, Bursa, Antalya.
Brand lift: Nielsen Türkiye, Kantar Türkiye, or Ipsos Türkiye study.
Creative: bilingual Turkish / English / Arabic / Russian production + DCO build (Ramazan iftar, Bayram, Cumhuriyet Bayramı, Big Three derbies, Istanbul Marathon, Istanbul Biennial).
Reporting: dedicated Türkiye / EMEA attribution dashboard.
Tentpoles: Ramazan (March–April, 30-day cycle) + Ramazan Bayramı / Kurban Bayramı / Cumhuriyet Bayramı (October 29) / Vodafone Istanbul Marathon (November) / Istanbul Biennial / Shopping Fest Istanbul integration.
FAQ

Istanbul DOOH FAQ

Answers to the most common questions on Istanbul DOOH costs, screens, programmatic, measurement, minimum budgets, buying paths, creative specs, and major event playbooks.

DOOH advertising in Istanbul (also called dijital açıkhava reklamı in Turkish) is outdoor advertising shown on digital screens across Türkiye's commercial capital and Europe's most populous metropolitan region (~16 million across both continents) — the world's only major bicontinental city. Istanbul DOOH spans Istanbul Airport (IST — with the world's largest passenger-airport terminal under one roof and the Navori Labs QL-powered DOOH deployment), Sabiha Gökçen International Airport (SAW), Metro İstanbul (11+ lines including the 2023-opened M11 to IST), Marmaray (the undersea Bosphorus-crossing commuter rail tunnel), Metrobüs, T1 historic tram, Istanbul Ferry / İDO; Taksim Square + İstiklal Caddesi; Sultanahmet UNESCO heritage core; Nişantaşı + Bağdat Caddesi (Asian-side luxury 14km corridor); Levent + Maslak skyscraper district; Galataport; Kadıköy + Üsküdar Asian-side hubs; premium malls; the Big Three football stadiums (Galatasaray — Rams Park / Türk Telekom, Fenerbahçe — Ülker Stadyumu, Beşiktaş — Tüpraş Stadyumu); Atatürk Olympic Stadium; and place-based networks in kahvehane coffeehouses and meyhane traditional taverns. Istanbul has an estimated 16,000+ digital OOH screens operated by Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA, Sabiha Gökçen concessionaires, İBB / Media AŞ, and Metro İstanbul concessionaires. Most premium inventory is bookable programmatically through DSPs including AdQuick, Vistar Media, VIOOH, Broadsign Ads, and Adform.
Istanbul DOOH CPMs typically range from ₺80–₺250 (USD $2.50–$7.50) for apartment/office elevator LCDs and ₺180–₺450 (USD $5.50–$13.50) for Metro İstanbul M2 line platform digital, to ₺1,200–₺2,500 (USD $36–$75) for premium Istanbul Airport (IST) Navori Labs QL-powered digital and millions of Turkish lira per weekly (haftalık) package as share-of-voice on Taksim, İstiklal Caddesi, Nişantaşı, Bağdat Caddesi, and Galataport landmark spectaculars. Programmatic open-exchange inventory is accessible from around ₺150–₺750 (USD $4.50–$22.50) CPM. Self-serve test campaigns start around ₺65,000–₺200,000 (USD $2,000–$6,000), mid-market multi-venue flights run ₺800,000–₺2,800,000 over 30 days (USD $24,000–$85,000), and flagship Türkiye-entry buys start at ₺12M+ per quarter. Pricing varies by venue, daypart, buying model (CPM, SOV, haftalık/aylık, or Programmatic Guaranteed), and campaign duration. Turkish lira volatility and elevated Turkish inflation mean cross-border advertisers typically settle in USD or EUR to avoid currency exposure; Turkish OOH also carries KDV (20% VAT) for domestic invoicing.
Istanbul has an estimated 16,000+ digital out of home screens across Istanbul Airport (IST) Navori Labs QL-powered installations, Sabiha Gökçen Airport (SAW), Metro İstanbul 11+ lines (including the 2023-opened M11 to IST), Marmaray (the bicontinental undersea Bosphorus tunnel), Metrobüs bus rapid transit, T1 historic tram, Istanbul Ferry, Taksim Square + İstiklal Caddesi, Nişantaşı, Bağdat Caddesi (Asian-side 14km luxury corridor), Levent + Maslak skyscraper district, Galataport, Kadıköy, Üsküdar, premium shopping centres (Zorlu Center, İstinye Park, Kanyon, Akasya, Cevahir, Emaar Square, Mall of Istanbul, Vadi İstanbul, Forum Istanbul, Palladium), the Big Three football stadiums, Atatürk Olympic Stadium (2023 UEFA Champions League Final venue), CNR Expo / Tüyap convention centres, Grand Bazaar / Spice Bazaar adjacency, apartment and office elevator LCDs, and place-based venues. Reklam İstanbul is building "Turkey's largest digital OOH network" via the Broadsign partnership; dooh.ist operates the Turkish DOOH marketplace with Broadsign SSP + Adform DSP; Ströer Turkey, Clear Channel Türkiye, İGA Istanbul Airport Advertising, Sabiha Gökçen concessionaires, İBB / Media AŞ, Metro İstanbul, Scarlet Media, Marker Media, HF Media, and Ledeca complete the operator coverage.
Programmatic DOOH in Istanbul is the automated, impression-based buying of digital outdoor advertising through a DSP. Türkiye's pDOOH market matured rapidly from 2023–2024 onwards, driven by two milestones: the Reklam İstanbul / Broadsign partnership building "Turkey's largest digital OOH network" and opening Reklam İstanbul inventory to international programmatic buyers via Broadsign Reach, and the dooh.ist marketplace deploying Broadsign SSP + Adform DSP infrastructure as Türkiye's native programmatic DOOH platform. Every major Istanbul media owner — Reklam İstanbul, dooh.ist, Ströer Turkey, Clear Channel Türkiye, İGA, Metro İstanbul — has enabled programmatic paths via SSPs including Broadsign Reach (primary for Reklam İstanbul and dooh.ist), Ströer SSP, Vistar, Hivestack SSP, and Place Exchange. Buyers can target by venue, ilçe, mahalle, daypart, and contextual triggers (weather, Ramazan iftar timing — a distinctive Turkish DCO trigger, Big Three football matches, Cumhuriyet Bayramı, Istanbul Marathon, Istanbul Biennial, IST / SAW flight status, Trendyol / Hepsiburada retail cycles) with minimums as low as ₺20,000 on open exchange via DSPs like AdQuick, Vistar Media, VIOOH, Broadsign Ads, or Adform.
Traditional OOH in Istanbul is printed, paper-and-paste advertising posted on weekly (haftalık) or monthly (aylık) cycles — the traditional Turkish OOH planning units. DOOH is delivered on digital screens and priced on impressions (CPM), share of voice (SOV), haftalık / aylık rate, or programmatic guaranteed (PG), with creative that can change by daypart, weather, Ramazan iftar timing, Big Three football match schedules, Cumhuriyet Bayramı, Istanbul Marathon, Istanbul Biennial, Turkish retail cycles, or audience segment. DOOH enables dynamic creative, real-time triggers, tighter geofencing, and operator-reported + RVD-panel-based impression reporting — all without production delays. In Istanbul specifically, digital now represents roughly 30–40% of total OOH spend, with the 2023–2024 programmatic marketplace maturation completing Istanbul's status as a top-tier EMEA emerging-market programmatic DOOH destination. Distinctive Istanbul features include the bicontinental Europe-Asia positioning via the Bosphorus, the Navori Labs QL-powered Istanbul Airport DOOH (one of the world's largest airport installations), and the Ramazan-period iftar-timing DCO opportunity unique to Muslim-majority markets.
Turkish DOOH measurement relies on a combination of RVD (Reklamverenler Derneği — Turkish Association of Advertisers) industry-association media investment tracking, Nielsen Türkiye / Kantar Türkiye / Ipsos Türkiye panel-based audience and brand research, operator-reported impressions from İGA (Istanbul Airport), Metro İstanbul, İBB, Reklam İstanbul, and Ströer Turkey, and Dentsu Türkiye / Publicis Türkiye / GroupM Türkiye agency-backed cross-media measurement. Unlike markets with mature JIC-based OOH audience currencies (UK Route, Germany ma DOOH, Spain Geomex, Italy Audioutdoor, Canada COMMB), Türkiye does not yet have a single authoritative unified DOOH impression currency — an honest Turkish-market reality worth disclosing. Attribution for Istanbul campaigns can combine mobile foot-traffic lift (Turkcell Ads / Vodafone Turkey / Türk Telekom subject to KVKK consent), Google.com.tr branded search lift, Trendyol / Hepsiburada / Amazon.com.tr sales lift, and brand lift studies (Nielsen Türkiye, Kantar Türkiye, Ipsos Türkiye). Moving Walls provides third-party attention and attribution for cross-border programmatic buyers.
Self-serve programmatic DOOH on platforms like AdQuick or Vistar Media (and others including VIOOH, Broadsign Ads, and Adform) can be activated with test budgets from around ₺65,000–₺200,000 (USD $2,000–$6,000) in Istanbul. Managed-service campaigns with a Turkish agency (Dentsu Türkiye, Publicis Türkiye, GroupM Türkiye, WPP, or Turkish independents) typically start at ₺300,000–₺1,000,000. Premium direct buys on Taksim, İstiklal Caddesi, Nişantaşı, Bağdat Caddesi, or Galataport landmark LEDs start at ₺650,000+ per haftalık (week) as share-of-voice packages, and Istanbul Airport (IST) Navori Labs QL-powered premium takeovers typically start at ₺650,000+/week. Cross-border advertisers should plan for USD or EUR settlement to avoid lira volatility exposure — AdQuick supports multi-currency billing.
There are three buying paths. Path 1: direct with an Istanbul media owner or Turkish agency (Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA / Istanbul Airport Advertising, Sabiha Gökçen, İBB / Media AŞ, Metro İstanbul, Dentsu Türkiye, Publicis Türkiye, GroupM Türkiye) — best for flagship direct buys, requires Turkish-language capability, ₺ invoicing with KDV (20% VAT) and lira-volatility exposure, 39-ilçe municipal permit knowledge, and KVKK compliance. Path 2: programmatic via a DSP — AdQuick, Vistar Media, VIOOH, Broadsign Ads, Adform, StackAdapt, The Trade Desk, Yahoo DSP, Adomni, or Moving Walls — best for impression-based, data-targeted campaigns from ₺65,000 (USD ~$2,000). Path 3: through AdQuick, the unified DSP and out of home advertising platform that transacts across every major SSP and aggregates direct media-owner inventory into a single plan with operator-reported + RVD planning, bilingual Turkish / English / Arabic / Russian creative workflows, KVKK-compliant mobile audience extension, RTÜK / RÖK / TİTCK compliance including the distinctive 2013 Turkish alcohol-advertising ban and state-monopoly gambling restrictions, Ramazan / Bayram cultural-calendar consultation, multi-currency USD / EUR / ₺ settlement to manage lira volatility, and attribution built in.
Most Istanbul DOOH uses standard specs: 1080×1920 (9:16 portrait) for Metro İstanbul platform D6s, apartment/office elevator LCDs, and mall verticals; 1920×1080 (16:9 landscape) for in-train, Metrobüs, T1 tram, street furniture, IST / SAW airports, Marmaray, and large-format screens; Navori Labs QL-specified formats for Istanbul Airport installations; and custom resolutions for Taksim / İstiklal / Nişantaşı / Bağdat Caddesi / Galataport and building-specific landmark LEDs. Typical creative duration is 10 seconds in a 60-second loop (15–30 seconds for Taksim / İstiklal landmark and IST airport large-format). MP4 (H.264) is the dominant codec; JPG and PNG are universally supported. Audio is rarely permitted except in cinema (CinemaPink, Cinemaximum, AFM, Prestige) and some meyhane networks. Turkish-language creative is the domestic default; bilingual Turkish / English is standard for Istanbul Airport, Galataport, Nişantaşı luxury, and international business precincts; Arabic creative is common for Gulf / Middle East tourism zones; Russian creative appears in Russian-tourism zones. Turkish cultural sensitivity applies: avoid alcohol imagery (legally banned under RTÜK 2013), respect Ramazan fasting context, acknowledge Friday prayer schedules in conservative zones.
Event-anchored Istanbul DOOH strategies pair flagship landmark takeovers with programmatic PMP windows triggered by event context. For Ramazan (30-day cycle, March–April — Türkiye's most important religious-cultural period) and Ramazan Bayramı / Eid al-Fitr (3-day) + Kurban Bayramı / Eid al-Adha (4-day), Istanbul-wide targeting with iftar-timing DCO (daily sunset fast-break — distinctive Turkish DCO trigger), respectful Ramazan-themed creative, Bayram retail cycle messaging, and special-hours creative. For Vodafone Istanbul Marathon (November — the world's only intercontinental marathon running from Asia to Europe across the 15 July Martyrs Bridge), bicontinental race-route DCO across Kadıköy, Bosphorus bridge, Taksim, Sultanahmet finish with bilingual Turkish / English creative. For Big Three football derby matches (Galatasaray vs Fenerbahçe Intercontinental derby especially, plus Beşiktaş rivalries), stadium precinct + metro + city-wide with club-specific fan-aware creative. For Cumhuriyet Bayramı (Republic Day — October 29), Taksim + Dolmabahçe + Atatürk Airport legacy route + city-wide with Atatürk-honouring patriotic creative. For Istanbul Biennial (every 2 years, September–November), Beyoğlu + Karaköy + Galataport + Kadıköy creative-district activation with bilingual Turkish / English art-world creative. For Istanbul Jazz Festival (July) and Istanbul Music Festival (June), Beyoğlu + Levent + Kadıköy cultural-venue adjacency. For Shopping Fest Istanbul (June) and Black Friday (late November), mall + retail-corridor DCO. For UEFA Champions League Turkish-club nights (Galatasaray, Fenerbahçe, Beşiktaş qualifiers), stadium + Levent business district + IST airport with Turkish-club-specific UEFA creative. Build in 6–8 weeks of lead time and plan for İGA, Metro İstanbul, İBB / 39-ilçe, RTÜK / RÖK, and KVKK creative approvals.

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AdQuick is the DOOH out of home advertising platform that unifies programmatic buying across every major SSP with direct media-owner inventory across Istanbul — Reklam İstanbul, dooh.ist, Scarlet Media, Marker Media, HF Media, Ledeca, Ströer Turkey, Clear Channel Türkiye, İGA's Istanbul Airport (IST) Navori Labs QL-powered DOOH, Sabiha Gökçen (SAW), İBB / Media AŞ, Metro İstanbul / Marmaray / Metrobüs / T1, Galataport, the Big Three football stadiums (Galatasaray, Fenerbahçe, Beşiktaş), Atatürk Olympic Stadium, CNR Expo / Tüyap, and the Taksim, İstiklal, Nişantaşı, Bağdat Caddesi, Levent, Maslak, and Galataport landmark concessionaires. Whether you're planning a ₺65,000 programmatic test, a ₺2M multi-venue flight, or a ₺12M+ Türkiye-entry flagship anchored by IST Navori QL + Taksim + Nişantaşı + Bağdat Caddesi for Ramazan Bayramı, the Istanbul Marathon, UEFA, or a Galatasaray-Fenerbahçe derby, AdQuick gives you one platform to plan, buy, measure, and report.

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