Abstract:

The developments in information technology have led to the rapid transformation of consumers’ information resources and business forms. The spread of the use of the internet and technological vehicles has led to reach consumers using digital marketing channels. As a rising trend in digital marketing, visual advertising offers significant opportunities to through low costs, measuring the impact of advertising, improved brand awareness and increasing sales. However, in the field of digital advertising there are a number of significant challenges that are due to insufficient internet access, security and malicious users. The study provides detailed information (types, ecosystem, advantages and disadvantages) about the literature of visual advertising, which is one of the rapidly growing types of digital advertising. It is important that there is not yet a comprehensive study in Turkish literature on the subject. In this context, it is believed that the study is important to contribute to literature because it has an original quality and is an inspiration for new studies. Finally, the study has presented recommendations for new fields of research.

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