Iran AdTech Overview 2018, is the second edition of a report conducted by TechRasa with insights into Iran’s digital advertising scene, along with statistics on the country’s Internet and mobile infrastructure.
While this report compiles statistics regarding the global and regional state of advertising —which have been gathered from a variety of sources and reports— we felt the need to provide the Iranian market with first-hand data, as the country is showing efforts to transform itself into a digital society.
Although the report is intended to bring insights into Iran’s AdTech scene, a primary focus of this research is to shed light on the country’s Internet and mobile infrastructure improvements as its the main driver of AdTech technologies. Since 2013, the Iranian government has spent over $5.3 billion on technology infrastructures, and today the mobile phone penetration rate has reached over 110.53% with over 53 million Iranians who use mobile internet.
Today, Iranian consumers are leaning on digital media more than ever. Video is becoming a great revenue-generating sector for advertisers in Iran as the broadband Internet is becoming more accessible and affordable. As a result, Iranian publishers are focusing more on creating video content since advertisers see video as a more robust form of advertising, especially for the younger audience. The video ad marketplace still needs to flourish and we believe that there are many gaps in the Iranian market to make the content more engaging.
This year, the advertisers and publishers in Iran are facing budgeting problems as the Iranian Rial hit an all-time low against the US dollar in April, 2018. Some companies in Iran have predicted half the turnover comparing to the previous year, which means less budget for marketing.
For this report, we have also conducted an in-depth survey of 26 marketing experts from 17 Iranian ad networks, advertising, and digital agencies in Iran which explores which explores various topics such as the effectiveness of ad categories, their demands, social media ad types, the quality of AdTech services and profitability.
Looking back at our 2016 report, we have made many changes in the structure and the data gathering methods of the report, thanks to the feedback we received from our readers. Please feel free to send us your suggestions and comments as before.
Finally, we would like to thank all the experts who participated in the data collection process of this report, especially our partners at Adro. May this report which is the outcome of Iran’s leading tech actors’ contribution, be a small step toward bringing more transparency into the Iranian market.
In this report you’ll find out about:
- Regional and global advertising scene
- Iran Internet & mobile infrastructure
- Iran AdTech ecosystem statistics
- AdTech’s local and international trends
- and AdTech’s challenges and opportunities
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Stay tuned for more in-depth reports from TechRasa. Please feel free to give us your thoughts and feedback for future reports.
We thank Adro, our sponsor for this report.
Adro is Iran’s first Ad exchange for programmatic ad space buying with more than 9 billion ad requests per month. Their Real-Time Bidding (RTB) platform has increasingly benefited the advertising industry through auctions that enable ad networks to sell their banner inventory in Iran’s desktop and mobile applications.