{"id":3478,"date":"2015-12-08T00:29:13","date_gmt":"2015-12-08T07:29:13","guid":{"rendered":"http:\/\/www.tolgasismanoglu.com\/blog\/?p=3478"},"modified":"2016-01-18T13:40:48","modified_gmt":"2016-01-18T20:40:48","slug":"nativeadvertising","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/nativeadvertising\/","title":{"rendered":"Do\u011fal Reklam (Native Advertising) ile ilgili merak edilen her \u015fey"},"content":{"rendered":"<p>(Bu i\u00e7erik, 7 Aral\u0131k 2015 tarihinde <a href=\"http:\/\/webrazzi.com\/2015\/12\/07\/dogal-reklam-native-advertising\/\" target=\"_blank\">Webrazzi<\/a>&#8216;de yay\u0131nlanm\u0131\u015ft\u0131r.)<\/p>\n<p>Do\u011fal (native) reklam. Son zamanlarda ad\u0131n\u0131 s\u0131k\u00e7a duydu\u011fumuz bir reklam modeli. T\u00fcm d\u00fcnya ile birlikte T\u00fcrkiye\u2019de de olduk\u00e7a pop\u00fclerle\u015fen do\u011fal reklamlar\u0131 kullanan marka say\u0131s\u0131 g\u00fcn ge\u00e7tik\u00e7e\u00a0artmakta.<\/p>\n<p>Markan\u0131n mesaj\u0131n\u0131, kullan\u0131c\u0131lar\u0131n mecra \u00fczerinde ilgilendi\u011fi i\u00e7eriklere, <strong>i\u00e7eri\u011fin do\u011fall\u0131\u011f\u0131n\u0131 bozmayacak \u015fekilde<\/strong> entegre edilmesine dayanan\u00a0bir reklam modelidir. Do\u011fal reklamlar; markalar\u0131n e\u011fitici ve e\u011flendirici i\u00e7eriklerle <strong>hikayelerini anlatarak<\/strong>, hedef kitlesiyle etkile\u015fim yaratmay\u0131 ve kullan\u0131c\u0131lar\u0131n marka ile do\u011fal yollarla kar\u015f\u0131la\u015fmas\u0131n\u0131 sa\u011fl\u0131yor.<!--more--><\/p>\n<p>Markalar\u0131n hedef kitle\/ileti\u015fim stratejilerine g\u00f6re farkl\u0131 i\u00e7erik modellerine entegre olan do\u011fal reklamlar, t\u00fcketicinin okuma al\u0131\u015fkanl\u0131\u011f\u0131n\u0131 bozmadan ihtiyac\u0131n\u0131 kar\u015f\u0131layan ve en \u00f6nemlisi reklam\u0131n araya girmedi\u011fi (interruptive olmayan) bir model olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n<p>Do\u011fal\u00a0reklamlar\u0131, asl\u0131nda i\u00e7erikle pazarlama (content marketing) evreninin bir alt t\u00fcr\u00fc olarak g\u00f6rebiliriz. Her iki kavram\u0131 birbirinden ay\u0131ran belirli \u00f6zellikler mevcut. <strong>\u0130\u00e7erikle pazarlama <\/strong>tan\u0131m\u0131na bakt\u0131\u011f\u0131m\u0131zda; tan\u0131mlanm\u0131\u015f hedef kitleyi, k\u00e2rl\u0131 m\u00fc\u015fteri hareketi yaratma hedefiyle etkilemek, \u00e7ekmek, ba\u011fl\u0131l\u0131klar\u0131n\u0131 sa\u011flamak i\u00e7in ilgili ve de\u011ferli i\u00e7eri\u011fin yarat\u0131lmas\u0131 ve da\u011f\u0131t\u0131lmas\u0131n\u0131 kapsayan bir pazarlama tekni\u011fi. Markalar, i\u00e7erikle pazarlamay\u0131 daha \u00e7ok kendi kurumsal blog sayfalar\u0131 ve sosyal medya hesaplar\u0131ndan \u00e7e\u015fitli i\u00e7eriklerini t\u00fcketicileriyle bulu\u015fturarak ger\u00e7ekle\u015ftiriyorlar.<\/p>\n<p>Do\u011fal\u00a0reklamda ise, markalar mesajlar\u0131n\u0131 farkl\u0131 mecralarda yer alan i\u00e7erik modelleri i\u00e7erisine yerle\u015ftiriyor ve bunun i\u00e7in yay\u0131nc\u0131ya bir \u00fccret \u00f6d\u00fcyor. Bu modelde marka a\u00e7\u0131s\u0131ndan en b\u00fcy\u00fck avantaj ise, hedef kitlesinin s\u0131k s\u0131k ziyaret etti\u011fi ve oradaki i\u00e7erikleri kendi \u00e7evresiyle payla\u015fan kullan\u0131c\u0131lar ile do\u011fal ak\u0131\u015f\u0131 bozmadan yan yana gelmesi.<\/p>\n<p>Do\u011fal reklam etkisi yaratmak i\u00e7in yo\u011fun olarak kullan\u0131lan alt\u0131 farkl\u0131 reklam t\u00fcr\u00fc bulunuyor. Bunlar;<br \/>\n(Kaynak: <a href=\"http:\/\/www.iabturkiye.org\/sites\/default\/files\/iab_dogal_reklam_oyun_kitabi.pdf\" target=\"_blank\">IAB-NativeAds Playbook<\/a>)<\/p>\n<ul>\n<li>Yay\u0131n i\u00e7i birimler \/ In-feed (Facebook, Twitter)<\/li>\n<li>\u00dccretli arama birimleri \/ Paid search (Google, Yahoo)<\/li>\n<li>\u00d6neri eklentileri \/ Recommendation widgets<\/li>\n<li>Tan\u0131ml\u0131 listeleme \/ Promoted Listings (Amazon, Foursquare, Etsy)<\/li>\n<li>Kutu i\u00e7i reklamlar \/ In-Ad<\/li>\n<li>\u00d6zel S\u0131n\u0131fland\u0131r\u0131lamayan \/ Custom (Tumblr, Spotify, Flipboard) birimler<\/li>\n<\/ul>\n<p>Do\u011fal\u00a0reklamlar, T\u00fcrkiye\u2019de a\u011f\u0131rl\u0131kl\u0131 olarak <strong>makale, liste, test, infografik, video prod\u00fcksiyonlar, \u00f6zel projeler ve interaktif sayfalar<\/strong> gibi (yay\u0131n i\u00e7i\/infeed) farkl\u0131 i\u00e7erik modellerinde uygulan\u0131yor.<\/p>\n<blockquote><p><em><strong>\u2018Do\u011fal reklamlar, i\u00e7eri\u011fi do\u011fas\u0131na uygun bir \u015fekilde marka ve t\u00fcketiciyi bulu\u015fturur.\u2019<\/strong><\/em><\/p><\/blockquote>\n<p><a href=\"http:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3485 size-large\" src=\"http:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri-1024x536.jpg\" alt=\"reklam-cesitleri\" width=\"663\" height=\"347\" srcset=\"https:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri-1024x536.jpg 1024w, https:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri-300x157.jpg 300w, https:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri-900x471.jpg 900w, https:\/\/www.tolgasismanoglu.com\/blog\/wp-content\/uploads\/2015\/12\/reklam-cesitleri.jpg 1300w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\" \/><\/a><\/p>\n<h3><strong>Do\u011fal Reklam Tercih Sebepleri?<\/strong><\/h3>\n<p>Markalar\u0131n hedef kitlelerine ula\u015fmakta farkl\u0131 ve yarat\u0131c\u0131 bir y\u00f6ntem sunan do\u011fal (native) reklamlar\u0131n tercih edilmesi ve pop\u00fcler bir reklam modeli haline gelmesinin bir\u00e7ok \u00f6nemli sebebi mevcut.<\/p>\n<p>Bunlar\u0131n ba\u015f\u0131nda, do\u011fal bir yap\u0131da olmas\u0131 ve kullan\u0131c\u0131y\u0131 rahats\u0131z etmemesi, y\u00fcksek kullan\u0131c\u0131 etkile\u015fimi, display reklamc\u0131l\u0131\u011f\u0131na g\u00f6re \u00e7ok daha fazla ak\u0131lda kalma, tamamen ilgili kullan\u0131c\u0131ya eri\u015fti\u011finden dolay\u0131 y\u00fcksek CTR rakamlar\u0131, standart banner \/ display reklamc\u0131l\u0131\u011f\u0131na olan ilginin ve t\u0131klanmalar\u0131n azalmas\u0131, reklam engelleyici (adblocker) yaz\u0131l\u0131mlar ile herhangi bir ilginizin olmamas\u0131, markan\u0131n hedef kitlesine bilgilendirici ve reklam kokmayan bir i\u00e7erik ile ula\u015fmas\u0131, reklam\u0131n araya girmemesi ve okunma garantili sat\u0131\u015f modeli geliyor.<\/p>\n<p>Kullan\u0131c\u0131, kendi iste\u011fi ile i\u00e7eri\u011fe t\u0131klad\u0131\u011f\u0131ndan dolay\u0131, reklam ile kar\u015f\u0131la\u015fmas\u0131 ve markaya olan bak\u0131\u015f a\u00e7\u0131s\u0131 display reklamc\u0131l\u0131\u011f\u0131na g\u00f6re \u00e7ok daha olumlu seviyelerde ger\u00e7ekle\u015fiyor. Okunma bazl\u0131 sat\u0131\u015f modeli olan sistemde, kullan\u0131c\u0131 sayfada \u00f6rne\u011fin 20 saniyeden az bir s\u00fcre ge\u00e7irmi\u015f ise, marka\/ajans yay\u0131nc\u0131ya bu kullan\u0131c\u0131 i\u00e7in herhangi bir \u00fccret \u00f6demiyor. Raporlama ekranlar\u0131nda ise <strong>20 saniyeden daha fazla kalm\u0131\u015f kullan\u0131c\u0131, bir okunma<\/strong> olarak say\u0131l\u0131yor. B\u00f6ylelikle, markalar i\u00e7eri\u011fe bir \u015fekilde ula\u015fm\u0131\u015f ve sayfadan hemen \u00e7\u0131kan kullan\u0131c\u0131lar i\u00e7in de\u011fil, ger\u00e7ekten hedef kitleleri olan ve i\u00e7erik ile ilgili kullan\u0131c\u0131lar i\u00e7in \u00fccret \u00f6d\u00fcyorlar. Kurgulanan yap\u0131ya g\u00f6re, olu\u015fturulan i\u00e7eri\u011fe markan\u0131n y\u00f6nlendirme linki entegre ediliyor.<\/p>\n<blockquote><p><em><strong>\u2018Do\u011fal reklam\u0131 i\u00e7erik pazarlamas\u0131ndan (content marketing) ay\u0131ran en \u00f6nemli nokta\u00a0do\u011fal reklam\u0131n \u00f6denmi\u015f (paid), i\u00e7erik pazarlamas\u0131n\u0131n ise kazan\u0131lm\u0131\u015f bir medya olmas\u0131d\u0131r.\u2019<\/strong><\/em><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><strong>Da\u011f\u0131t\u0131m kanallar\u0131 ve arama motoru avantaj\u0131<\/strong><\/h3>\n<p>Yay\u0131nc\u0131 ya da blog sitelerindeki do\u011fal\u00a0i\u00e7erikler, ilgili sitenin sosyal medya hesaplar\u0131ndan da kullan\u0131c\u0131lara duyurulur. Bu da daha fazla kullan\u0131c\u0131ya ve ilginin sitenin URL\u2019ine gelmeyen ama sosyal medya hesaplar\u0131n\u0131 takip eden ki\u015filere de eri\u015fmek anlam\u0131na geliyor. Haz\u0131rlanan do\u011fal\u00a0i\u00e7erik ayn\u0131 zamanda yay\u0131nc\u0131n\u0131n mobil site ve varsa aplikasyonun da yay\u0131nlan\u0131r. Hatta reklam veren markan\u0131n iste\u011fine g\u00f6re, i\u00e7eri\u011fi sadece mobil platformlarda da\u011f\u0131t\u0131m\u0131n\u0131 sa\u011flamak m\u00fcmk\u00fcn. Sitelerin, \u00f6nerilen\/benzer i\u00e7erikler alanlar\u0131n\u0131 da bu kanallar aras\u0131nda sayabiliriz.<\/p>\n<p>Arama motorlar\u0131 taraf\u0131ndaki detay ise, o an sitenizde olmayan ve istedi\u011fi i\u00e7eri\u011fi Google\u2019da aratan kullan\u0131c\u0131n\u0131n, sizin markan\u0131z\u0131n entegre edildi\u011fi i\u00e7erik ile kar\u015f\u0131la\u015fma y\u00fczdesi. \u0130\u00e7eri\u011fin yay\u0131nland\u0131\u011f\u0131 site, Google taraf\u0131ndan ne kadar fazla \u00f6nemseniyor, indeksleniyor ve g\u00fcven ak\u0131\u015f\u0131 y\u00fcksek bir adres ise kar\u015f\u0131la\u015fma y\u00fczdeniz o kadar art\u0131yor.<\/p>\n<h3><strong>\u0130\u00e7erik yazma s\u00fcreci<\/strong><\/h3>\n<p>Marka ve kullan\u0131c\u0131lar\u0131n\u0131za fayda sa\u011flayacak i\u00e7erikler \u00fcretirken, \u00f6ncelikli olarak hedef kitlenizi \u00e7ok iyi \u015fekilde tan\u0131man\u0131z gerekiyor. T\u00fcketici ile ba\u011f kurmak ve bunu yaparken kendi mecran\u0131z\u0131n da do\u011fall\u0131\u011f\u0131n\u0131 bozmaman\u0131z gerekli. Kimseyi kand\u0131rmay\u0131n ve marka hakk\u0131nda pozitif bir duygu b\u0131rak\u0131n. \u0130\u00e7eri\u011finizin <strong>kaliteli ve \u00f6zg\u00fcn<\/strong> (unique) bir yap\u0131da olmas\u0131 \u00f6nemli. Bu s\u00fcre\u00e7te <strong>i\u00e7selle\u015ftirme <\/strong>kavram\u0131n\u0131n da size olumlu anlamda destek olaca\u011f\u0131 d\u00fc\u015f\u00fcncesindeyim. Duygular\u0131n\u0131z\u0131 kullan\u0131n! \u015eunu unutmamam\u0131z gerekiyor;<strong> \u2018asl\u0131nda bizler, yani kullan\u0131c\u0131lar i\u00e7erikleri de\u011fil, onlar\u0131n bizde yaratt\u0131\u011f\u0131 duygular\u0131 payla\u015f\u0131yoruz.\u2019<\/strong><br \/>\nEtkili ve merak uyand\u0131ran bir ba\u015fl\u0131k, i\u00e7eri\u011fe uygun bir g\u00f6rsel, do\u011fru yay\u0131n saati, hedef kitleye uygun yay\u0131n kanal\u0131, mobil uygunluk ve imla kurallar\u0131na dikkat etmek gibi detaylar da asl\u0131nda t\u00fcm i\u00e7erik pazarlamas\u0131 s\u00fcre\u00e7lerindeki gibi, do\u011fal reklam s\u00fcrecinde de \u00f6nemli noktalar\u0131 olu\u015fturuyor. Markan\u0131n entegre edildi\u011fi i\u00e7eri\u011fin sonunda mutlaka <strong>\u2018Bu sayfada reklam uygulamas\u0131 yap\u0131lm\u0131\u015ft\u0131r\u2019<\/strong> tarz\u0131nda mesaj\u0131n\u0131z\u0131 eklemeyi unutmay\u0131n. Son olarak i\u00e7eri\u011finizde markaya y\u00f6nlendirme linki verirken, bunun do\u011fal yap\u0131y\u0131 bozmamas\u0131na ve reklam gibi davranarak \u00f6n planda olmamas\u0131na \u00f6zen g\u00f6sterin.<\/p>\n<p>Do\u011fal\u00a0reklamlar ile ilgili olarak haz\u0131rlam\u0131\u015f oldu\u011fum \u00f6zet sunuma a\u015fa\u011f\u0131dan ula\u015fabilirsiniz.<\/p>\n<p>Daha \u00e7ok \u00f6zg\u00fcn i\u00e7eriklerin \u00fcretildi\u011fi g\u00fcnler diledi\u011fiyle.<\/p>\n<p><iframe loading=\"lazy\" title=\"Native Advertising \/ Dogal Reklam\" src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/by73FPNUCeQcP6\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> <\/iframe> <\/p>\n<div style=\"margin-bottom:5px\"> <strong> <a href=\"https:\/\/www.slideshare.net\/tolgasismanoglu\/native-advertising-dogal-reklam\" title=\"Native Advertising \/ Dogal Reklam\" target=\"_blank\">Native Advertising \/ Dogal Reklam<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/tolgasismanoglu\" target=\"_blank\">tolgasismanoglu<\/a><\/strong> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>(Bu i\u00e7erik, 7 Aral\u0131k 2015 tarihinde Webrazzi&#8216;de yay\u0131nlanm\u0131\u015ft\u0131r.) Do\u011fal (native) reklam. Son zamanlarda ad\u0131n\u0131 s\u0131k\u00e7a duydu\u011fumuz bir reklam modeli. T\u00fcm d\u00fcnya ile birlikte T\u00fcrkiye\u2019de de olduk\u00e7a pop\u00fclerle\u015fen do\u011fal reklamlar\u0131 kullanan marka say\u0131s\u0131 g\u00fcn ge\u00e7tik\u00e7e\u00a0artmakta. Markan\u0131n mesaj\u0131n\u0131, kullan\u0131c\u0131lar\u0131n mecra \u00fczerinde ilgilendi\u011fi i\u00e7eriklere, i\u00e7eri\u011fin do\u011fall\u0131\u011f\u0131n\u0131 bozmayacak \u015fekilde entegre edilmesine dayanan\u00a0bir reklam modelidir. Do\u011fal reklamlar; markalar\u0131n e\u011fitici ve [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3556,"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":[544,651,83,254,15],"tags":[552,629,630,555,652],"class_list":["post-3478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital","category-icerik-content","category-internet-2","category-internet-reklamciligi","category-reklam","tag-dogal-reklam","tag-native","tag-native-ads","tag-native-advertising","tag-native-reklam"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3478","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=3478"}],"version-history":[{"count":33,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3478\/revisions"}],"predecessor-version":[{"id":3557,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3478\/revisions\/3557"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3556"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3478"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3478"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3478"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}