{"id":3784,"date":"2022-08-14T13:50:00","date_gmt":"2022-08-14T20:50:00","guid":{"rendered":"https:\/\/www.tolgasismanoglu.com\/blog\/?p=3784"},"modified":"2024-04-14T13:51:20","modified_gmt":"2024-04-14T20:51:20","slug":"2022-yariyil-medya-ve-reklam-yatirimlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/2022-yariyil-medya-ve-reklam-yatirimlari\/","title":{"rendered":"2022 Yar\u0131y\u0131l Medya ve Reklam Yat\u0131r\u0131mlar\u0131"},"content":{"rendered":"\n

2022 Y\u0131l\u0131n\u0131n ilk yar\u0131y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 17 milyar 107 milyon TL\u2019ye ula\u015ft\u0131.<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de 2022 y\u0131l\u0131 ilk yar\u0131y\u0131l Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re; medya yat\u0131r\u0131mlar\u0131 12 milyar 766 milyon TL, reklam yat\u0131r\u0131mlar\u0131 4 milyar 341 milyon TL olarak a\u00e7\u0131kland\u0131.<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de organize medya yat\u0131r\u0131mlar\u0131 17 milyar 107 milyon TL, toplam (organize + direkt) medya sekt\u00f6r\u00fc yat\u0131r\u0131mlar\u0131 25 milyar 269 milyon TL olarak a\u00e7\u0131kland\u0131. Rapor, Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR) ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte taraf\u0131ndan haz\u0131rland\u0131.\u00a0<\/p>\n\n\n\n

TV reklam yat\u0131r\u0131mlar\u0131 y\u00fczde 61 artt\u0131<\/strong>
TV reklam yat\u0131r\u0131mlar\u0131, 2022\u2019in ilk yar\u0131s\u0131nda, ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re %61 oran\u0131nda artarak tarih boyunca ger\u00e7ekle\u015fen en h\u0131zl\u0131 b\u00fcy\u00fcme oran\u0131na ula\u015ft\u0131. 5 milyar 434 milyon TL olarak raporlanan televizyon yat\u0131r\u0131mlar\u0131, Medya ve Reklam Sekt\u00f6r\u00fc yat\u0131r\u0131mlar\u0131n\u0131n %42,6\u2019s\u0131n\u0131 olu\u015fturmaktad\u0131r.<\/p>\n\n\n\n

Raporlanan kanallar arz\u0131nda (Grpxsn) %18 d\u00fc\u015f\u00fc\u015fe ra\u011fmen ger\u00e7ekle\u015fen yat\u0131r\u0131m art\u0131\u015f\u0131 fiyat enflasyonundan kaynaklanm\u0131\u015ft\u0131r. Raporlanmayan kanallar da, \u00f6zellikle haber ve spor kanallar\u0131, s\u00fcren y\u00fcksek talep ve ger\u00e7ekle\u015fen fiyat enflasyonundan yo\u011fun \u015fekilde etkilenmi\u015f ve buna ba\u011fl\u0131 olarak yat\u0131r\u0131mlar\u0131 ciddi oranda artm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

Toplam pazardaki h\u0131zl\u0131 art\u0131\u015fa paralel olarak bir\u00e7ok sekt\u00f6r\u00fcn de yat\u0131r\u0131mlar\u0131 artm\u0131\u015ft\u0131r. \u00d6zellikle e-ticaret kategorisi son y\u0131llardaki h\u0131zl\u0131 y\u00fckseli\u015fine kesintisiz devam etmi\u015ftir.<\/p>\n\n\n\n

Detayl\u0131 rapor i\u00e7in\u00a0buray\u0131<\/strong>\u00a0<\/a>t\u0131klay\u0131n<\/p>\n\n\n\n

Dijital medya yat\u0131r\u0131mlar\u0131n\u0131n %42\u2019si dijital partnerlerden, %58\u2019i direkt sat\u0131n almadan olu\u015fuyor<\/strong>
Dijital medya yat\u0131r\u0131mlar\u0131nda, organize reklam sekt\u00f6r\u00fc (dijital partnerler) toplam dijital yat\u0131r\u0131m\u0131n %42\u2019sini olu\u015ftururken, k\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli i\u015fletmeleri de kapsayan do\u011frudan sat\u0131n al\u0131mlar %58\u2019i olu\u015fturmaktad\u0131r. Dijital medya yat\u0131r\u0131mlar\u0131, dijital partnerler 5 milyar 911 milyon, direkt sat\u0131n alma 8 milyar 162 milyon olmak \u00fczere toplam toplam dijital yat\u0131r\u0131mlar 14 milyar 73 milyon olarak raporlanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

T\u00fcrkiye\u2019de ise 2022 Ocak-Haziran aylar\u0131n\u0131 kapsayan ilk yar\u0131y\u0131l dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n 14 milyar 73 bin TL ile 2021 ilk yar\u0131 y\u0131l yat\u0131r\u0131mlar\u0131yla kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda %78 b\u00fcy\u00fcd\u00fc\u011f\u00fc g\u00f6r\u00fclmektedir.<\/p>\n\n\n\n

2021\u2019de genel b\u00fcy\u00fcmeden daha y\u00fcksek b\u00fcy\u00fcme performans\u0131 g\u00f6steren video yat\u0131r\u0131mlar\u0131n\u0131n %123\u2019l\u00fck art\u0131\u015f ile %34,3 paya ula\u015ft\u0131\u011f\u0131n\u0131, sosyal medya yat\u0131r\u0131mlar\u0131n\u0131n ise toplam i\u00e7inde %43\u2019l\u00fck bir pay ald\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz.  2021 ilk 6 ay sosyal medya yat\u0131r\u0131mlar\u0131 tan\u0131m\u0131 ile 2022 ilk 6 ay tan\u0131m\u0131 farkl\u0131l\u0131k g\u00f6sterdi\u011finden b\u00fcy\u00fcme olarak kar\u015f\u0131la\u015ft\u0131r\u0131lmamas\u0131 gerekmektedir. <\/p>\n\n\n\n

Dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n %74\u2019\u00fc programatik ile yap\u0131lm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

Dijital medya yat\u0131r\u0131mlar\u0131n\u0131n %76\u2019s\u0131 mobil cihazlara yap\u0131l\u0131yor<\/strong>
2022 y\u0131l\u0131 ilk yar\u0131y\u0131l\u0131nda \u2018reklam\u0131n yay\u0131nland\u0131\u011f\u0131 cihaz t\u00fcr\u00fc\u2019 filtresine g\u00f6re Dijital Medya Yat\u0131r\u0131mlar\u0131na bak\u0131ld\u0131\u011f\u0131nda, Mobil cihazlar\u0131n %76\u2019l\u0131k paya sahip oldu\u011fu g\u00f6r\u00fcld\u00fc. 2021 y\u0131l\u0131nda 5.369 milyar TL\u2019lik yat\u0131r\u0131ma sahip olan mobil cihaz medya yat\u0131r\u0131m\u0131 10.643 milyar TL\u2019ye ula\u015fm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

A\u00e7\u0131khava pandemiyi unutuyor<\/strong>
2022 ilk yar\u0131 sonu\u00e7lar\u0131na g\u00f6re; pandemi etkisinin yok olmas\u0131yla T\u00fcrkiye\u2019de en fazla b\u00fcy\u00fcyen mecra, %97,6 b\u00fcy\u00fcme oran\u0131yla a\u00e7\u0131khava olmu\u015ftur.<\/p>\n\n\n\n

A\u00e7\u0131khava sekt\u00f6r\u00fcne yeni kat\u0131lan reklam alanlar\u0131n\u0131n, a\u00e7\u0131khavan\u0131n toplam cirosunu olu\u015fturan ”reklam \u00fcniteleri\u201d, \u201cb\u00fcy\u00fck alanlar\u201d ve \u201cdijital a\u00e7\u0131khava\u201d, kategorilerinin ciro i\u00e7indeki da\u011f\u0131l\u0131m oranlar\u0131n\u0131 da etkiledi\u011fi, \u00f6zellikle dijital a\u00e7\u0131khava pay\u0131n\u0131n anlaml\u0131 bir b\u00fcy\u00fckl\u00fc\u011fe ula\u015ft\u0131\u011f\u0131 g\u00f6zlemlenmektedir.<\/p>\n\n\n\n

Radyolar 2022 yar\u0131y\u0131lda ba\u015far\u0131l\u0131<\/strong><\/p>\n\n\n\n

2022 ilk 6 ay radyolar i\u00e7in olduk\u00e7a ba\u015far\u0131l\u0131 ge\u00e7mi\u015f, ocak ay\u0131ndan itibaren t\u00fcm ku\u015faklarda y\u00fcksek performans yakalanm\u0131\u015ft\u0131r. 2021 ilk 6 aya g\u00f6re %93,5 b\u00fcy\u00fcme oran\u0131yla 317 milyon TL yat\u0131r\u0131m raporlanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

Sinema eski formunu yakal\u0131yor<\/strong>
Pandemi d\u00f6neminde seyircinin ve reklamverenin unutmak zorunda kald\u0131\u011f\u0131, uzun s\u00fcre kapal\u0131 kald\u0131ktan sonra k\u0131s\u0131tlamalarla 2021 y\u0131l\u0131n\u0131n ikinci yar\u0131s\u0131nda a\u00e7\u0131lan sinemalar, Ocak 2022\u2019de tam kapasite olarak a\u00e7\u0131lm\u0131\u015ft\u0131r. Yerli ve Yabanc\u0131 yap\u0131mlarla da ciddi bir ivme kazanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

Yaz\u0131l\u0131 bas\u0131na yat\u0131r\u0131m azal\u0131yor<\/strong>
Yaz\u0131l\u0131 bas\u0131ndaki b\u00fcy\u00fcme, ilk 6 aya g\u00f6re %25 olarak ger\u00e7ekle\u015ferek 249 milyon TL\u2019ye ula\u015ft\u0131. Dergi ve gazete toplam\u0131ndan olu\u015fan yaz\u0131l\u0131 bas\u0131n, performans\u0131 ve geli\u015fimi a\u00e7\u0131s\u0131ndan offline mecralar aras\u0131nda geride kalan tek mecra oldu. 2021 y\u0131l\u0131n\u0131n ayn\u0131 d\u00f6nemine g\u00f6re gazete %24 artarken dergi taraf\u0131ndaki art\u0131\u015f %26 ger\u00e7ekle\u015fti. 2022 son \u00e7eyrek ve 2023 y\u0131l\u0131nda gazete tirajlar\u0131n\u0131n d\u00fc\u015fme e\u011filiminde olaca\u011f\u0131 \u00f6ng\u00f6r\u00fclmektedir.<\/p>\n\n\n\n

Detayl\u0131 rapor i\u00e7in\u00a0buray\u0131<\/strong>\u00a0<\/a>t\u0131klay\u0131n<\/p>\n","protected":false},"excerpt":{"rendered":"

2022 Y\u0131l\u0131n\u0131n ilk yar\u0131y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 17 milyar 107 milyon TL\u2019ye ula\u015ft\u0131. T\u00fcrkiye\u2019de 2022 y\u0131l\u0131 ilk yar\u0131y\u0131l Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re; medya yat\u0131r\u0131mlar\u0131 12 milyar 766 milyon TL, reklam yat\u0131r\u0131mlar\u0131 4 milyar 341 milyon TL olarak a\u00e7\u0131kland\u0131. T\u00fcrkiye\u2019de organize medya yat\u0131r\u0131mlar\u0131 17 milyar 107 milyon TL, toplam (organize + direkt) medya […]<\/p>\n","protected":false},"author":1,"featured_media":3842,"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":[82,544,254,13,15],"tags":[640,272,78,641,707],"class_list":["post-3784","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-internet-reklamciligi","category-pazarlama","category-reklam","tag-dijital-pazarlama","tag-dijital-reklam","tag-iab-turkiye","tag-internet-reklamciligi","tag-mma-tr"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3784","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=3784"}],"version-history":[{"count":2,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3784\/revisions"}],"predecessor-version":[{"id":3844,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3784\/revisions\/3844"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3842"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}