{"id":3791,"date":"2023-04-12T06:13:18","date_gmt":"2023-04-12T13:13:18","guid":{"rendered":"https:\/\/www.tolgasismanoglu.com\/blog\/?p=3791"},"modified":"2024-10-23T05:20:50","modified_gmt":"2024-10-23T12:20:50","slug":"turkiyede-tahmini-medya-ve-reklam-yatirimlari-2022-raporu-kapanis","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/turkiyede-tahmini-medya-ve-reklam-yatirimlari-2022-raporu-kapanis\/","title":{"rendered":"T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2022 Raporu (Kapan\u0131\u015f)"},"content":{"rendered":"\n

T\u00fcrkiye 2022 y\u0131l\u0131 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re toplam yat\u0131r\u0131mlar rekor d\u00fczeyde artarak 63,89 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131 52 milyar 92 milyon TL\u2019ye, reklam yat\u0131r\u0131mlar\u0131 ise 10 milyar 97 milyon TL\u2019ye y\u00fckseldi.<\/strong><\/p>\n\n\n\n

2022 Y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 %90 artt\u0131. <\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Reklam ve medya yat\u0131r\u0131mlar\u0131 2022 y\u0131l\u0131nda 2021 y\u0131l\u0131na g\u00f6re y\u00fczde 90 gibi olduk\u00e7a y\u00fcksek bir oranda artt\u0131. TV yat\u0131r\u0131mlar\u0131 bug\u00fcne kadar ger\u00e7ekle\u015fen en h\u0131zl\u0131 b\u00fcy\u00fcme oran\u0131na ula\u015ft\u0131. Bas\u0131n yat\u0131r\u0131mlar\u0131 sekt\u00f6re yeni giren reklamverenler ile pozitif y\u00f6nde geli\u015fim sergiledi. A\u00e7\u0131khava 2022\u2019yi y\u00fczde 100 dolulukla ge\u00e7irdi. Radyo yat\u0131r\u0131mlar\u0131 ikiye katland\u0131. Sinema seyirci say\u0131s\u0131 36,2 milyon ki\u015fiye ula\u015ft\u0131. T\u00fcrkiye dijital reklam yat\u0131r\u0131mlar\u0131 pay\u0131 y\u00fczde 69 ile d\u00fcnya ortalamas\u0131n\u0131n \u00fczerinde ger\u00e7ekle\u015fti. Rapor, her mecrada yat\u0131r\u0131mlar\u0131n artt\u0131\u011f\u0131n\u0131 ve bu sinerjiyle sekt\u00f6r\u00fcn b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc g\u00f6sterdi.

Rapora buradan<\/strong><\/a> ula\u015fabilirsiniz. 
<\/p>\n\n\n\n

Reklam yat\u0131r\u0131m\u0131 en b\u00fcy\u00fck sekt\u00f6r bu y\u0131l da e-ticaret oldu<\/strong><\/p>\n\n\n\n

Reklam yat\u0131r\u0131m\u0131 en b\u00fcy\u00fck sekt\u00f6r e-ticaret olurken, ikinci ve \u00fc\u00e7\u00fcnc\u00fc s\u0131rada g\u0131da ve finans yer ald\u0131. E-ticaret kategorisi bu y\u0131l ilk kez televizyon yat\u0131r\u0131mlar\u0131nda en \u00e7ok Grpxsn kullanan sekt\u00f6r olarak \u00f6ne \u00e7\u0131kt\u0131. Reklam yat\u0131r\u0131mlar\u0131 en \u00e7ok b\u00fcy\u00fcyen sekt\u00f6rler ise s\u0131ras\u0131yla turizm, in\u015faat ve yak\u0131t ve enerji oldu.  <\/p>\n\n\n\n

TV reklam yat\u0131r\u0131mlar 12,8 milyar TL olarak ger\u00e7ekle\u015fti<\/strong><\/p>\n\n\n\n

TV reklam yat\u0131r\u0131mlar\u0131, 2022\u2019de y\u00fczde 78,08 art\u0131\u015f ile tarih boyunca ger\u00e7ekle\u015fen en h\u0131zl\u0131 y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131na ula\u015ft\u0131. Bu veri ile pandemi dahil t\u00fcm olumsuz d\u0131\u015f fakt\u00f6rlere kar\u015f\u0131n \u00fcst \u00fcste 3 y\u0131ld\u0131r y\u0131ll\u0131k enflasyon oran\u0131n\u0131n (T\u00dcFE) \u00fczerinde bir b\u00fcy\u00fcme ger\u00e7ekle\u015ftirmi\u015f oldu. <\/p>\n\n\n\n

2021 y\u0131l\u0131n\u0131n ilk 6 ay\u0131nda yeniden artan Covid-19\u2019un izlenmedeki pozitif etkisinin 2022\u2019de tamamen s\u0131f\u0131rlanmas\u0131na ek olarak reklam s\u00fcrelerinin de yeniden saatte 12 dakika olarak uygulanmaya ba\u015flanmas\u0131 ile birlikte toplam Grpxsn \u00fcretimindeki d\u00fc\u015f\u00fc\u015f y\u00fczde 17\u2019yi buldu. <\/p>\n\n\n\n

En b\u00fcy\u00fck pay y\u00fczde 69 ile dijital mecran\u0131n<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de 2022 y\u0131l sonu medya ve reklam raporuna g\u00f6re, organize medya sekt\u00f6r\u00fc (dijital partner) 15,33 milyar TL, direkt sat\u0131n alma 21,17 milyar TL olarak raporland\u0131. Organize ve direkt sat\u0131n alman\u0131n toplam\u0131 36,5 milyar TL\u2019ye ula\u015ft\u0131, 2021 y\u0131l\u0131na g\u00f6re y\u00fczde 93,46 b\u00fcy\u00fcme ger\u00e7ekle\u015fti.<\/p>\n\n\n\n

Reklam\u0131n yay\u0131nland\u0131\u011f\u0131 cihaz t\u00fcr\u00fcne g\u00f6re dijital medya yat\u0131r\u0131mlar\u0131na bak\u0131ld\u0131\u011f\u0131nda, mobil cihazlar y\u00fczde 73\u2019l\u00fck pay ile dijital medya yat\u0131r\u0131mlar\u0131n\u0131n en fazla yap\u0131ld\u0131\u011f\u0131 mecra oldu.<\/p>\n\n\n\n

Avrupa\u2019da oldu\u011fu gibi T\u00fcrkiye\u2019de de artan Connected TV kullan\u0131mlar\u0131n\u0131n sonucunda, Connected TV yat\u0131r\u0131mlar\u0131 bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 152,5 artarak 310 milyon TL\u2019ye ula\u015ft\u0131. Influencer yat\u0131r\u0131mlar\u0131 y\u00fczde 138,2 artarken oyun i\u00e7i sponsorlukta da y\u00fczde 100\u2019\u00fcn \u00fczerinde art\u0131\u015f raporland\u0131.<\/p>\n\n\n\n

Bas\u0131ndaki b\u00fcy\u00fcme y\u00fczde 24,94<\/strong><\/p>\n\n\n\n

Bas\u0131n y\u00fczde 24,94 de\u011fi\u015fim g\u00f6stererek ve T\u00fcrkiye\u2019deki organize medya yat\u0131r\u0131mlar\u0131 i\u00e7erisinde toplamda y\u00fczde 1,1\u2019lik pay alarak 556 milyon TL olarak ger\u00e7ekle\u015fti. 2022 y\u0131l\u0131nda medya yat\u0131r\u0131mlar\u0131, gazetede y\u00fczde 24,03 artarken, dergi taraf\u0131ndaki art\u0131\u015f y\u00fczde 31,03 oldu.<\/p>\n\n\n\n

2021 y\u0131l\u0131nda k\u00e2\u011f\u0131t ve m\u00fcrekkepte ger\u00e7ekle\u015fen k\u00fcresel kriz ve y\u00fcksek enflasyon etkisi ile birlikte maliyet art\u0131\u015flar\u0131 devam etti. Holding \u015firketlerinin gazete kullan\u0131mlar\u0131 a\u015fa\u011f\u0131 y\u00f6nde de\u011fi\u015fim g\u00f6sterse de, yeni reklamverenlerin halen yaz\u0131l\u0131 bas\u0131na ilgisinin oldu\u011funu s\u00f6ylenebilir. 2023 y\u0131l\u0131nda yaz\u0131l\u0131 bas\u0131na eri\u015fimdeki d\u00fc\u015f\u00fc\u015f\u00fcn de bir miktar yava\u015flayaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. <\/p>\n\n\n\n

A\u00e7\u0131khava 2022\u2019yi rekor b\u00fcy\u00fcme ile kapatt\u0131<\/strong><\/p>\n\n\n\n

A\u00e7\u0131khava 2022\u2019de y\u00fczde 124,63 b\u00fcy\u00fcyerek 2 milyar\u0131n \u00fczerinde yat\u0131r\u0131m ald\u0131.<\/p>\n\n\n\n

Bu b\u00fcy\u00fcme, a\u00e7\u0131khava envanterine yeni kat\u0131l\u0131mlar, Covid nedeniyle ertelenen a\u00e7\u0131khava yat\u0131r\u0131mlar\u0131n\u0131n devreye girmesi ve enflasyon etkisi ile ger\u00e7ekle\u015fti. Dijital a\u00e7\u0131khavaya yeni yat\u0131r\u0131mlar\u0131n ger\u00e7ekle\u015fmesi, yat\u0131r\u0131mlar\u0131n artarak ilerleme beklentisi yarat\u0131yor. 2023\u2019te de bu \u015fekilde devam etmesi bekleniyor.<\/p>\n\n\n\n

Radyoya yat\u0131r\u0131mlar\u0131nda beklenen b\u00fcy\u00fcme ger\u00e7ekle\u015fti<\/strong><\/p>\n\n\n\n

2022 y\u0131l\u0131nda radyo yat\u0131r\u0131mlar\u0131 y\u00fczde 100\u2019e yak\u0131n b\u00fcy\u00fcme g\u00f6sterdi. RT\u00dcK\u2019e gelir bildiren radyolar\u0131n art\u0131r\u0131lmas\u0131, do\u011frudan sat\u0131\u015f programlar\u0131n\u0131n da raporlanmaya dahil edilebilmesi i\u00e7in RT\u00dcK\u2019le ortak s\u00fcrd\u00fcr\u00fclen \u00e7al\u0131\u015fmalarla, radyo yat\u0131r\u0131mlar\u0131n\u0131n artarak devam etmesi bekleniyor.<\/p>\n\n\n\n

Sinema seyirci say\u0131s\u0131 36,2 milyon ki\u015fiye ula\u015ft\u0131<\/strong><\/p>\n\n\n\n

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 bir mecra olan sinema, tam kapasiteye ocak 2022\u2019de zenginle\u015fmi\u015f i\u00e7eriklerle d\u00f6n\u00fc\u015f yapt\u0131.<\/p>\n\n\n\n

Sinema yat\u0131r\u0131mlar\u0131, 2022\u2019de 110,7 milyon TL olarak ger\u00e7ekle\u015fti. Sinema pandemi \u00f6ncesi yani 2019 y\u0131l\u0131ndaki 60 milyon seyirci say\u0131s\u0131na hen\u00fcz ula\u015famam\u0131\u015f olsa da, 2022 y\u0131l\u0131 izleyici say\u0131s\u0131 36,2 milyona ula\u015ft\u0131.<\/p>\n\n\n\n

Medya yat\u0131r\u0131mlar\u0131 D\u00fcnyada da artma potansiyeline sahip<\/strong><\/p>\n\n\n\n

D\u00fcnya genelinde medya yat\u0131r\u0131mlar\u0131 bir \u00f6nceki y\u0131la oranla y\u00fczde 6 b\u00fcy\u00fcyerek 812 milyar dolara ula\u015ft\u0131. Toplam medya yat\u0131r\u0131mlar\u0131n\u0131n y\u00fczde 55\u2019i dijital mecralara yap\u0131l\u0131rken, ikinci s\u0131rada y\u00fczde 30 ile video yer ald\u0131. D\u00fcnyada toplam medya yat\u0131r\u0131mlar\u0131n\u0131n \u00f6n\u00fcm\u00fczdeki y\u0131l y\u00fczde 4,55 b\u00fcy\u00fcme g\u00f6sterece\u011fi \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n

Reklam sekt\u00f6r\u00fcne bak\u0131\u015f ve trendler<\/strong><\/p>\n\n\n\n

Raporda sekt\u00f6r trendlerine de yer verildi. \u00d6ne \u00e7\u0131kan trendler, ekonomik istikrars\u0131zl\u0131k ve y\u00fckselen enflasyon ile ba\u015fa \u00e7\u0131kma, yat\u0131r\u0131mlar\u0131n devaml\u0131l\u0131\u011f\u0131; mobille entegre, hikaye odakl\u0131 ve \u00e7ok kanall\u0131 reklamlar yaratma; Z ku\u015fa\u011f\u0131n\u0131n sa\u011fduyulu davran\u0131\u015flar\u0131na kar\u015f\u0131l\u0131k verebilme, hayat pahal\u0131l\u0131\u011f\u0131, iklim de\u011fi\u015fikli\u011fi ve ruh sa\u011fl\u0131\u011f\u0131 konular\u0131ndaki kayg\u0131lar\u0131n\u0131 anlama olarak tespit edildi\u011fi belirtildi.<\/p>\n\n\n\n

Rapora buradan<\/strong><\/a> ula\u015fabilirsiniz. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Kaynak: https:\/\/iabtr.org\/turkiye-de-tahmini-medya-ve-reklam-yatirimlari-2022-yili-raporu-yayimlandi<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

T\u00fcrkiye 2022 y\u0131l\u0131 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re toplam yat\u0131r\u0131mlar rekor d\u00fczeyde artarak 63,89 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131 52 milyar 92 milyon TL\u2019ye, reklam yat\u0131r\u0131mlar\u0131 ise 10 milyar 97 milyon TL\u2019ye y\u00fckseldi. 2022 Y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 %90 artt\u0131. Rapor, Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":3792,"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":{"previous_score":{"desktop_score":96,"desktop_tti":"0.9\u00a0","mobile_score":69,"mobile_tti":"5.4\u00a0","date":"23.06.2023 07:08:22 am","status":"completed"},"current_score":{"desktop_score":99,"desktop_tti":"0.8\u00a0","mobile_score":86,"mobile_tti":"4.1\u00a0","date":"23.10.2024 05:21:17 am","status":"completed"}},"footnotes":""},"categories":[254],"tags":[695,691,272,78,641,696],"class_list":["post-3791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet-reklamciligi","tag-2022-dijital-yatirimlar","tag-dijital-harcama","tag-dijital-reklam","tag-iab-turkiye","tag-internet-reklamciligi","tag-medya-ve-reklam-yatirimlari"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3791","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=3791"}],"version-history":[{"count":8,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3791\/revisions"}],"predecessor-version":[{"id":3841,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3791\/revisions\/3841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3792"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}