{"id":3685,"date":"2017-03-21T12:34:02","date_gmt":"2017-03-21T19:34:02","guid":{"rendered":"http:\/\/www.tolgasismanoglu.com\/blog\/?p=3685"},"modified":"2018-10-12T01:52:01","modified_gmt":"2018-10-12T08:52:01","slug":"2016-dijital-reklam-yatirimlari-kapanis","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/2016-dijital-reklam-yatirimlari-kapanis\/","title":{"rendered":"2016 Dijital Reklam Yat\u0131r\u0131mlar\u0131 (Kapan\u0131\u015f)"},"content":{"rendered":"

Dijital Reklam Yat\u0131r\u0131mlar\u0131n\u0131n 2016 y\u0131l\u0131 sonu\u00e7lar\u0131 IAB T\u00fcrkiye taraf\u0131ndan a\u00e7\u0131kland\u0131. IAB T\u00fcrkiye AdEx-TR sonu\u00e7lar\u0131na g\u00f6re dijital reklam yat\u0131r\u0131mlar\u0131, 2015 y\u0131l\u0131na g\u00f6re %13,7 oran\u0131nda artarak 1 milyar 872,4 milyon TL\u2019ye ula\u015ft\u0131. Ge\u00e7en y\u0131l yazm\u0131\u015f oldu\u011fun 2015 y\u0131l\u0131 kapan\u0131\u015f rakamlar\u0131na bu linkten <\/a>ula\u015fabilirsiniz.<\/span><\/p>\n

Sekt\u00f6rdeki geli\u015fmelere paralel olarak bu y\u0131l verinin analizinde de\u011fi\u015fikli\u011fe gidildi\u011fini ve mobilin format olmaktan \u00e7\u0131kar\u0131larak platform olarak konumland\u0131r\u0131ld\u0131\u011f\u0131n\u0131 hat\u0131rlatan \u015firket yetkilileri, analizde yap\u0131lan bir di\u011fer \u00f6nemli de\u011fi\u015fikli\u011fin ise arama motoru reklamlar\u0131 ba\u015fl\u0131\u011f\u0131 alt\u0131nda art\u0131k sadece \u00fccretli s\u0131ralama yat\u0131r\u0131mlar\u0131n\u0131n oldu\u011funu bildirirken, esasen display olan arama motoru g\u00f6r\u00fcnt\u00fcl\u00fc reklam a\u011f\u0131 yat\u0131r\u0131mlar\u0131n\u0131n g\u00f6sterim ya da t\u0131klama bazl\u0131 reklam yat\u0131r\u0131mlar\u0131n\u0131n i\u00e7ine al\u0131nmas\u0131 oldu\u011funu a\u00e7\u0131klad\u0131.<\/p>\n

2016 Dijital Reklam Yat\u0131r\u0131mlar\u0131<\/strong>\u00a0(Kapan\u0131\u015f)<\/strong><\/p>\n\n\n\n
Format Bazl\u0131 Dijital Reklam Yat\u0131r\u0131mlar\u0131<\/strong><\/td>\nMilyon TL<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
Dijital Reklam Yat\u0131r\u0131m Toplam\u0131<\/strong><\/td>\n1.872,4<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n\n\n\n\n\n\n
Display Reklam Yat\u0131r\u0131mlar\u0131<\/strong><\/td>\n1.059,1<\/strong><\/td>\n<\/tr>\n
G\u00f6sterim ya da t\u0131klama bazl\u0131 reklam yat\u0131r\u0131mlar\u0131<\/td>\n821,4<\/td>\n<\/tr>\n
Video reklam yat\u0131r\u0131mlar\u0131<\/td>\n179,8<\/td>\n<\/tr>\n
Native<\/td>\n58,0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n\n
Arama Motoru Reklam Yat\u0131r\u0131mlar\u0131<\/strong><\/td>\n706,6<\/strong><\/td>\n<\/tr>\n
\u00dccretli s\u0131ralama yat\u0131r\u0131mlar\u0131<\/td>\n706,6<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n\n
\u0130lan Sayfalar\u0131 Reklam Yat\u0131r\u0131mlar\u0131<\/strong><\/td>\n91,1<\/strong><\/td>\n<\/tr>\n
\u0130lan sayfalar\u0131 reklam yat\u0131r\u0131mlar\u0131<\/td>\n91,1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n\n\n
Di\u011ferleri<\/strong><\/td>\n15,6<\/strong><\/td>\n<\/tr>\n
E-posta<\/td>\n5,6<\/td>\n<\/tr>\n
Oyun \u0130\u00e7i Reklam<\/td>\n10<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

*Yarat\u0131c\u0131 i\u015fler, mevcut m\u00fc\u015fterilere yap\u0131lan CRM \u00e7al\u0131\u015fmalar\u0131, SEO yat\u0131r\u0131mlar\u0131 dahil de\u011fildir.<\/p>\n\n\n\n\n\n\n
2016**<\/strong><\/td>\nMilyon TL<\/strong><\/td>\n<\/tr>\n
Sosyal medya reklam yat\u0131r\u0131mlar\u0131<\/td>\n262,4<\/td>\n<\/tr>\n
Mobil<\/td>\n601,0<\/td>\n<\/tr>\n
Programatik<\/td>\n993,8<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

IAB T\u00fcrkiye\u2019nin yapt\u0131\u011f\u0131 a\u00e7\u0131klamaya g\u00f6re, display reklam yat\u0131r\u0131mlar\u0131<\/strong> 2016\u2019da y\u00fczde 11 b\u00fcy\u00fcyerek 1 milyar 59,1 milyon TL oldu. Display reklamlar kategorisinde en b\u00fcy\u00fck pay\u0131 821,4 milyon TL ile g\u00f6sterim ya da t\u0131klama bazl\u0131 reklam yat\u0131r\u0131mlar\u0131 ald\u0131. Video reklam yat\u0131r\u0131mlar\u0131 y\u00fczde 34\u2019l\u00fck b\u00fcy\u00fcmeyle 179,8 milyon TL olarak ger\u00e7ekle\u015firken, sponsorluk reklamlar\u0131n\u0131n yerini alan native 58 milyon TL\u2019ye ula\u015ft\u0131.<\/p>\n

Arama motoru reklam yat\u0131r\u0131mlar\u0131<\/strong>n\u0131n b\u00fcy\u00fckl\u00fc\u011f\u00fc 706,6 milyon TL olurken, ilan sayfalar\u0131 reklam yat\u0131r\u0131mlar\u0131 91,1 milyon TL\u2019ye \u00e7\u0131kt\u0131. Ge\u00e7en y\u0131l Elektronik Ticaretin D\u00fczenlenmesi Hakk\u0131nda Kanun\u2019un etkisine ba\u011fl\u0131 olarak k\u00fc\u00e7\u00fcld\u00fc\u011f\u00fc tahmin edilen e-posta, k\u00fc\u00e7\u00fclmeyi s\u00fcrd\u00fcrd\u00fc ve 5,6 milyon TL oldu. Buna kar\u015f\u0131l\u0131k oyun i\u00e7i reklamlar 10 milyon TL\u2019lik b\u00fcy\u00fckl\u00fc\u011fe eri\u015fti.<\/p>\n

Toplam dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n 601 milyon TL\u2019si display, arama motoru, ilan sayfalar\u0131, e-posta ve oyun i\u00e7i reklam dahil olmak \u00fczere mobil platformlarda<\/strong> ger\u00e7ekle\u015fti. 262,4 milyon TL\u2019lik b\u00fcy\u00fckl\u00fc\u011fe ula\u015fan sosyal medya reklamlar\u0131n\u0131n y\u00fczde 64\u2019\u00fc mobil cihazlarda yer ald\u0131. 2016\u2019da programatik sat\u0131n alman\u0131n\u00a0art\u0131\u015f\u0131 s\u00fcrd\u00fc ve b\u00fcy\u00fckl\u00fc\u011f\u00fc 993,8 milyon TL\u2019ye \u00e7\u0131kt\u0131.<\/p>\n

\"\"<\/a>
2015-2016 Dijital Yat\u0131r\u0131mlar Kar\u015f\u0131la\u015ft\u0131rma Tablosu<\/figcaption><\/figure>\n

IAB T\u00fcrkiye Y\u00f6netim Kurulu Ba\u015fkan\u0131 Dr. Mahmut Kur\u015fun 2016 y\u0131l\u0131n\u0131, \u201cY\u0131l\u0131n ilk yar\u0131s\u0131nda dijital y\u00fczde 20\u2019lik b\u00fcy\u00fcmeyle m\u00fckemmel bir performans sergilemi\u015fti. Ancak ikinci yar\u0131 bilinen nedenlerden \u00f6t\u00fcr\u00fc bir yava\u015flama ya\u015fand\u0131. Bu da y\u0131l toplam\u0131n\u0131 etkiledi. Ancak y\u00fczde 14\u2019l\u00fck bir b\u00fcy\u00fcme yine de bizleri memnun etti. Dijital t\u00fcm d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de reklam sekt\u00f6r\u00fcn\u00fcn \u00e7ekici g\u00fcc\u00fc olmaya devam ediyor. \u00d6te yandan dijital transformasyon i\u015f d\u00fcnyas\u0131n\u0131n \u00f6nemli g\u00fcndem maddelerinden biri. Accenture Strategy-Digital Disruption Growth Multiplier raporu dijital ekonominin d\u00fcnya ekonomisinin y\u00fczde 22,5\u2019ini olu\u015fturdu\u011funu ortaya koyuyor.<\/p>\n

IAB T\u00fcrkiye\u2019nin Ipsos ve Bo\u011fazi\u00e7i \u00dcniversitesi \u0130dari Bilimler Fak\u00fcltesi i\u015fbirli\u011fiyle haz\u0131rlad\u0131\u011f\u0131 dijital reklam\u0131n ekonomiye katk\u0131s\u0131 raporu, dijital reklama yap\u0131lan her 1 TL yat\u0131r\u0131m\u0131n milli gelire 17,2 kat olarak yans\u0131d\u0131\u011f\u0131n\u0131;<\/strong> sadece 2015\u2019te dijital reklam\u0131n do\u011frudan ve dolayl\u0131 etkileriyle birlikte 1,26 milyon ki\u015filik istihdam olu\u015fturdu\u011funu g\u00f6steriyor. Dijital reklam teknolojileri dijital ekonominin temel yap\u0131 ta\u015flar\u0131ndan biri, bu nedenle T\u00fcrkiye\u2019de dijital reklam\u0131n b\u00fcy\u00fcmesinin s\u00fcrmesi bir anlamda memleket meselesi\u201d \u015feklinde de\u011ferlendirdi.<\/p>\n

Webrazzi Dijital 2017 – IAB oturumu slide g\u00f6r\u00fcnt\u00fcleri…<\/strong>
\nBol yarat\u0131c\u0131 g\u00fcnler dile\u011fiyle…<\/p>\n

\"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a><\/p>\n

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

Dijital Reklam Yat\u0131r\u0131mlar\u0131n\u0131n 2016 y\u0131l\u0131 sonu\u00e7lar\u0131 IAB T\u00fcrkiye taraf\u0131ndan a\u00e7\u0131kland\u0131. IAB T\u00fcrkiye AdEx-TR sonu\u00e7lar\u0131na g\u00f6re dijital reklam yat\u0131r\u0131mlar\u0131, 2015 y\u0131l\u0131na g\u00f6re %13,7 oran\u0131nda artarak 1 milyar 872,4 milyon TL\u2019ye ula\u015ft\u0131. Ge\u00e7en y\u0131l yazm\u0131\u015f oldu\u011fun 2015 y\u0131l\u0131 kapan\u0131\u015f rakamlar\u0131na bu linkten ula\u015fabilirsiniz. Sekt\u00f6rdeki geli\u015fmelere paralel olarak bu y\u0131l verinin analizinde de\u011fi\u015fikli\u011fe gidildi\u011fini ve mobilin format olmaktan […]<\/p>\n","protected":false},"author":1,"featured_media":3688,"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":[82,544,254,15],"tags":[678,681,521,78,346,679,680],"class_list":["post-3685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-internet-reklamciligi","category-reklam","tag-2016-dijital-yatirimlar","tag-2016-dijital-yatirimlar-kapanis","tag-dijital-harcamalar","tag-iab-turkiye","tag-mobil-2","tag-native-harcama","tag-programatik-yatirim"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3685","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=3685"}],"version-history":[{"count":12,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3685\/revisions"}],"predecessor-version":[{"id":3708,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3685\/revisions\/3708"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3688"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}