{"id":2746,"date":"2013-12-20T03:13:47","date_gmt":"2013-12-20T10:13:47","guid":{"rendered":"http:\/\/www.tolgasismanoglu.com\/blog\/?p=2746"},"modified":"2016-01-20T04:45:20","modified_gmt":"2016-01-20T11:45:20","slug":"2014-dijital-reklam-yatirimlari-ongoruleri","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/2014-dijital-reklam-yatirimlari-ongoruleri\/","title":{"rendered":"2014 Dijital Reklam Yat\u0131r\u0131mlar\u0131 \u00d6ng\u00f6r\u00fcleri"},"content":{"rendered":"

\u0130\u015f hayat\u0131nda reklam, mobil, proje, b\u00fct\u00e7e ve deadline gibi kavramlar aras\u0131nda ko\u015fu\u015ftururken kocaman bir y\u0131l\u0131 daha geride b\u0131rakt\u0131k. Benim i\u00e7in \u00e7ok h\u0131zl\u0131ca ge\u00e7en bir y\u0131l oldu. Dijital sekt\u00f6re bakt\u0131\u011f\u0131m\u0131zda (2013 ikinci alt\u0131 ay kapan\u0131\u015f harcama verileri halen a\u00e7\u0131klanmasa da) ilk alt\u0131 ay verileri baz al\u0131nd\u0131\u011f\u0131nda dijitalin reklam yat\u0131r\u0131mlar\u0131ndaki pay\u0131 genel pastada artt\u0131 ve h\u0131zl\u0131 bir b\u00fcy\u00fcme ger\u00e7ekle\u015fti. Fakat y\u0131l i\u00e7erisinde ya\u015fanan Taksim Gezi Park\u0131 protestolar\u0131 nedeniyle t\u00fcm reklam camias\u0131 ile birlikte dijital mecralar da bu olaylardan etkilendi. Y\u0131l\u0131n 2. ve 3. \u00e7eyre\u011finde ya\u015fan\u0131lan bu durumdan \u00f6t\u00fcr\u00fc dijital yat\u0131r\u0131mlarda en az\u0131ndan bir s\u00fcrelik durgunluk ya\u015fand\u0131. 2013’e girmeden \u00f6nce sizlerle payla\u015ft\u0131\u011f\u0131m “2013 Dijital Reklam Yat\u0131r\u0131mlar\u0131 \u00d6ng\u00f6r\u00fcleri”<\/a> yaz\u0131mdaki bir\u00e7ok detay\u0131 y\u0131l i\u00e7erisinde ya\u015fad\u0131k. Markalar dijitaldeki b\u00fct\u00e7elerini artt\u0131r\u0131rken, ayn\u0131 zamanda ellerindeki bu b\u00fct\u00e7eleri \u00e7ok daha dikkatli kullanmaya ba\u015flad\u0131. “2013 ilk 6 Ay Dijital Reklam Yat\u0131r\u0131mlar\u0131”<\/a> yaz\u0131ma ise buradan ula\u015fabilirsiniz.<\/p>\n

<\/p>\n

2014 Dijtal Reklam Yat\u0131r\u0131m \u00d6ng\u00f6r\u00fcleri ve Genel Yorumlar
\n<\/strong>2014 ‘te\u00a0 ge\u00e7ti\u011fimiz bu y\u0131la g\u00f6re daha bence daha performansl\u0131 ve rakamlar a\u00e7\u0131s\u0131ndan daha g\u00fc\u00e7l\u00fc bir b\u00fcy\u00fcme olacak. Dijital harcamalar (yat\u0131r\u0131mlar) taraf\u0131nda arama motoru reklam yat\u0131r\u0131mlar\u0131, i\u00e7erisinde g\u00f6sterim ve videoyu da bar\u0131nd\u0131ran display reklam yat\u0131r\u0131mlar\u0131n\u0131n yine bir ad\u0131m \u00f6n\u00fcnde 2014’\u00fc kapatacak. Display reklam yat\u0131r\u0131mlar\u0131ndaki \u00f6ng\u00fcr\u00fcm ise ge\u00e7mi\u015f y\u0131llardaki b\u00fcy\u00fcme oran\u0131na g\u00f6re daha az bir oranda b\u00fcy\u00fcme ya\u015fayarak markalar\u0131n genel kampanyalar\u0131nda kullan\u0131lmaya devam edecek. Standart \u00e7al\u0131\u015fma ve reklam modellerinden s\u0131k\u0131lan ajans ve markalar i\u00e7in 2014’te proje kavram\u0131n\u0131n daha da \u00f6nem kazanaca\u011f\u0131n\u0131, fark yaratan, do\u011fru hedef kitle ile markay\u0131 yanyana getirerek konu\u015fturan, etkile\u015fimli ve i\u00e7erik ile entegre \u00e7al\u0131\u015fmalar\u0131n \u00f6neminin daha da artaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum. Proje b\u00fct\u00e7esi bu tarz g\u00fczel fikirlere yetmeyen ya da 2014 planlar\u0131 do\u011frultusunda baz\u0131 markalar display b\u00fct\u00e7elerini k\u0131sarak buraya aktarabilirler. (2014 i\u00e7erisinde dijital , TV’den b\u00fct\u00e7e kapmaya rakam artt\u0131rarak devam edecek) Markalar\u0131n m\u00fc\u015fteri odakl\u0131 SEO bilinci ve Google’\u0131n T\u00fcrkiye pazar\u0131na olan yat\u0131r\u0131m ve ilgisi daha da artacak. (\u00d6zellikle son d\u00f6nemde Google’\u0131n T\u00fcrkiye’de verdi\u011fi \u00fccretsiz e\u011fitimler d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde) Yo\u011fun rekabet ortam\u0131n\u0131n ya\u015fand\u0131\u011f\u0131 ve kar marjlar\u0131n\u0131n \u00e7ok az oldu\u011fu e-ticaret sekt\u00f6r\u00fcnde arama motoru reklamc\u0131l\u0131\u011f\u0131ndaki yo\u011fun kullan\u0131m daha da artacakt\u0131r. Mobil reklam yat\u0131r\u0131mlar\u0131 ise hepinizin tahmin edece\u011fi gibi planl\u0131 bir \u015fekilde artacak. 2012’den bu yana mobil trafik y\u00fczdesi %7.37 oran\u0131nda artt\u0131 ve 2014 sonunda bu trafi\u011fin genel y\u00fczde i\u00e7erisinde %25’e gelmesi ve 2013-2016 aras\u0131nda yap\u0131lacak olan ekstra reklam yat\u0131r\u0131m\u0131n\u0131n %36’s\u0131 gibi bir rakam\u0131n mobilden kaynaklanaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. (\u015eu anda her g\u00fcn do\u011fan \u00e7ocuk say\u0131s\u0131n\u0131n 4.5 kat\u0131 ak\u0131ll\u0131 telefon kullan\u0131l\u0131yor) Di\u011fer bir \u00f6ng\u00f6r\u00fc ise mobil pazarlaman\u0131n de\u011fer kazanmas\u0131 ve TV ile daha da yak\u0131nla\u015fmas\u0131.<\/p>\n

2014, “Real Time Bidding (RTB)” Ger\u00e7ek Zamanl\u0131 Hedeflemenin parlad\u0131\u011f\u0131 y\u0131l olacak…<\/strong>
\nMobil reklam yat\u0131r\u0131mlar\u0131n\u0131ndan bahsederken, display ve mobil reklam sat\u0131nalma ortamlar\u0131n\u0131 \u00e7ok ciddi bir \u015fekilde etkileyecek olan Real Time Bidding’in 2014 y\u0131l\u0131 i\u00e7erisinde \u00e7ok fazla ad\u0131n\u0131 duyuraca\u011f\u0131m\u0131z\u0131, reklam ile ilgili (Ad networkler, ajanslar ve reklamverenler) kurumlar\u0131n ufak ufak RTB sistemine kendi sistemlerini entegre edece\u011fini \u00f6ng\u00f6r\u00fcyorum. Amerika, \u0130ngiltere ve Hollanda gibi dijital alanda teknolojik olarak \u00f6nde olan \u00fclkelerden sonra T\u00fcrkiye ve di\u011fer Avrupa \u00fclkeleri de 2014’te RTB’ye ge\u00e7ecek. Gelecek y\u0131l i\u00e7erisinde yabanc\u0131 \u015firketlerin \u00fclkemizde RTB yat\u0131r\u0131m haberlerini de duyuyor olaca\u011f\u0131z. Daha fazla kazan\u00e7 elde edilecek, markan\u0131n hangi envatere ne kadar harcad\u0131\u011f\u0131n\u0131 ve nerelereden daha faydal\u0131 d\u00f6n\u00fc\u015f ald\u0131\u011f\u0131n\u0131 anl\u0131k olarak \u00f6l\u00e7\u00fcmleyerek g\u00f6sterim yapt\u0131\u011f\u0131 ger\u00e7ek zamanl\u0131 hedefleme’nin (RTB) 2013 sonunda 5 milyar, 2016 sonunda ise 14 milyar dolar gibi bir pazar olmas\u0131 bekleniyor. Daha ucuza de\u011fil, daha efektif sat\u0131nalmalar\u0131n ya\u015fanaca\u011f\u0131 bir y\u0131l bizi bekliyor olacak. \u00c7ok geni\u015f bir konu olan RTB’ye daha sonra detayl\u0131 olarak blogumda yer verece\u011fim.<\/p><\/blockquote>\n

Gelelim sosyal medya cephesine. Ge\u00e7ti\u011fimiz y\u0131l markalar\u0131n sosyal a\u011flar \u00fczerinden edindi\u011fi m\u00fc\u015fterilerin kayna\u011f\u0131na bak\u0131ld\u0131\u011f\u0131nda %52’sinin Facebook’tan, %43’\u00fcn\u00fcn ise Linkedin’den geldi\u011fi g\u00f6r\u00fcl\u00fcyor. Buradan markalara \u00fcretilen \u00f6zel i\u00e7eriklerin ne kadar k\u0131ymetli ve \u00f6nemli oldu\u011fu anla\u015f\u0131l\u0131yor. Her 4 ki\u015fiden 1’inin de sosyal medyada bulundu\u011funu d\u00fc\u015f\u00fcn\u00fcrsek \u00f6n\u00fcm\u00fczdeki y\u0131l \u00f6zel i\u00e7erikler ile m\u00fc\u015fterilerine gitmeye devam edenlerin daha ba\u015far\u0131l\u0131 olabilece\u011fi \u00e7ok net ortada. Facebook’un son d\u00f6nemde anahtar kelime yenili\u011fi g\u00f6z \u00f6n\u00fcne al\u0131n\u0131rsa sosyal medya pazarlamas\u0131nda #hashtagin \u00f6neminin epeyce artaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum.<\/p>\n

Bilindi\u011fi gibi y\u0131l i\u00e7erisinde YouTube, T\u00fcrkiye video pazar\u0131na girdi. Ajans ve markalar\u0131n Masthead kelimesini dillerden d\u00fc\u015f\u00fcrmedi\u011fi bir y\u0131l oldu diyebiliriz. Bunun yan\u0131nda baz\u0131 cesur markalar, YouTube i\u00e7erisinde kendi kurumsal video kanallar\u0131n\u0131 olu\u015fturdu ve buradan takip\u00e7ilerine ula\u015fmak i\u00e7in dijital video reklam yat\u0131r\u0131mlar\u0131 yapt\u0131lar. \u00d6n\u00fcm\u00fczde y\u0131l i\u00e7erisindeki \u00f6ng\u00f6r\u00fcm ise YouTube’u kullanmayan markalar\u0131n da bir k\u0131sm\u0131 kurumsal video kanallar\u0131 i\u00e7in b\u00fct\u00e7eler ay\u0131rarak, markalar\u0131na \u00f6zel video i\u00e7erik yat\u0131r\u0131mlar\u0131 yapacaklar ve kampanyalar\u0131na \u00f6zel olarak \u00e7ekecekleri g\u00fcncel video (hatta interaktif) i\u00e7erikler ile buray\u0131 besleyecekler. (2013 ilk 6 ay verilerine g\u00f6re \u015funu hat\u0131rlatmakta fayda var, video reklam yat\u0131r\u0131mlar\u0131 %96.30 b\u00fcy\u00fcme oran\u0131 ile 30.80 Milyon TL’ye dayand\u0131.)<\/p>\n

Genel reklam pastas\u0131n\u0131n \u00e7ok b\u00fcy\u00fck bir k\u0131s\u0131m\u0131n\u0131 alan TV (2012 kapan\u0131\u015f %56 pay – 2013 ilk 6 ay %58.25 pay) taraf\u0131na bak\u0131ld\u0131\u011f\u0131nda ise, WebTV hizmeti veren (VOD siteler, OTT sistemler vs.)\u00a0 kanal ve yay\u0131nc\u0131lar\u0131n genel amac\u0131 olan birer “\u00e7oklu ekran ve platform olma” hedefi i\u00e7in 2013’te yapt\u0131klar\u0131 reklam ve geli\u015ftirme yat\u0131r\u0131mlar\u0131 devam edecek.<\/p>\n

Rakamlarla 2013<\/strong>
\n– Google, 2013’\u00fcn ilk 9 ay\u0131nda reklamlardan $39.8 milyar gelir elde etti
\n– Facebook 1.2 milyar kullan\u0131c\u0131s\u0131 ile en bask\u0131n sosyal a\u011f
\n– Facebook’a %78 oranda mobil cihazlar ile eri\u015filiyor
\n– Sosyal medya a\u011flar\u0131na mobilden eri\u015fim sa\u011flayan ki\u015fi say\u0131s\u0131 4.2 milyar
\n– Reklamverenin %73’\u00fc sosyal medya reklamlar\u0131n\u0131 kullan\u0131yor
\n– Pazarlama profesyonellerinin %23’\u00fc sosyal medyaya yat\u0131r\u0131m yap\u0131yor
\n– Twitter’\u0131n yakla\u015f\u0131k de\u011feri 1.8 milyon dolara ula\u015ft\u0131
\n– Twitter’da 2013’te g\u00fcnde 500 milyon tweet payla\u015f\u0131ld\u0131, son g\u00fcncel rakamlar ile 230 milyon aktif kullan\u0131c\u0131s\u0131 mevcut
\n– Instagram’da her saniye 8000 kullan\u0131c\u0131 foto\u011fraf be\u011feniyor
\n– LinkedIn kullan\u0131c\u0131lar\u0131n\u0131n %42’si profillerini d\u00fczenli aral\u0131klar ile g\u00fcncelliyor
\n– \u0130nsanlar g\u00fcnde ortalama 3 farkl\u0131 ekran kullan\u0131yor. (\u00c7oklu-Ekran)
\n– Retweet edilen Tweetlerin %28’i “l\u00fctfen RT!” ibaresinden kaynaklan\u0131yor
\n– Kullan\u0131c\u0131lar\u0131n %81’i TV ile birlikte ak\u0131ll\u0131 telefon, %66’s\u0131 ise bilgisayar ile ak\u0131ll\u0131 telefon kullan\u0131yor
\n– Reklamverenlerin %48’i \u00e7oklu ekran\u0131 \u00e7ok \u00f6nemli buluyor. %20 oranda bir reklamveren ise medya harcamalar\u0131n\u0131 \u00e7oklu ekrana g\u00f6re planl\u0131yor.<\/p>\n

Sa\u011fl\u0131k ve mutluluk dolu bir y\u0131l dilerim…<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130\u015f hayat\u0131nda reklam, mobil, proje, b\u00fct\u00e7e ve deadline gibi kavramlar aras\u0131nda ko\u015fu\u015ftururken kocaman bir y\u0131l\u0131 daha geride b\u0131rakt\u0131k. Benim i\u00e7in \u00e7ok h\u0131zl\u0131ca ge\u00e7en bir y\u0131l oldu. Dijital sekt\u00f6re bakt\u0131\u011f\u0131m\u0131zda (2013 ikinci alt\u0131 ay kapan\u0131\u015f harcama verileri halen a\u00e7\u0131klanmasa da) ilk alt\u0131 ay verileri baz al\u0131nd\u0131\u011f\u0131nda dijitalin reklam yat\u0131r\u0131mlar\u0131ndaki pay\u0131 genel pastada artt\u0131 ve h\u0131zl\u0131 bir […]<\/p>\n","protected":false},"author":1,"featured_media":3592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"two_page_speed":[],"footnotes":""},"categories":[82,226,83,254,13,15],"tags":[515,519,516,517,522,518,521,520,347,203,481,79,641,346,377,637,471,480,348,204,642],"class_list":["post-2746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital-pazarlama","category-internet-2","category-internet-reklamciligi","category-pazarlama","category-reklam","tag-2014-dijital-harcamalar","tag-2014-dijital-reklam-yatirimlari","tag-2014-internet-reklam-yatirimlari-ongoruleri","tag-2014-ongoru","tag-2014-ongoruleri","tag-2014-reklam-harcamalar","tag-dijital-harcamalar","tag-dijital-reklam-yatirimi","tag-display","tag-facebook","tag-gercek-zamanli-hedefleme","tag-internet","tag-internet-reklamciligi","tag-mobil-2","tag-real-time-bidding","tag-reklam","tag-richmedia","tag-rtb","tag-search","tag-twitter","tag-video"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2746","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/comments?post=2746"}],"version-history":[{"count":58,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2746\/revisions"}],"predecessor-version":[{"id":2802,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2746\/revisions\/2802"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3592"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=2746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=2746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=2746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}