{"id":3822,"date":"2024-04-14T13:14:14","date_gmt":"2024-04-14T20:14:14","guid":{"rendered":"https:\/\/www.tolgasismanoglu.com\/blog\/?p=3822"},"modified":"2024-04-14T13:16:39","modified_gmt":"2024-04-14T20:16:39","slug":"2023-turkiyede-medya-ve-reklam-yatirimlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/2023-turkiyede-medya-ve-reklam-yatirimlari\/","title":{"rendered":"2023 T\u00fcrkiye\u2019de Medya ve Reklam Yat\u0131r\u0131mlar\u0131"},"content":{"rendered":"\n

Merakla beklenen ”T\u00fcrkiye’de Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2023” raporu yay\u0131nland\u0131. Rapora g\u00f6re organize medya ve reklam yat\u0131r\u0131mlar\u0131 %105 oran\u0131nda art\u0131\u015f g\u00f6sterdi. Organize medya yat\u0131r\u0131mlar\u0131 2023 senesinde 66,06 Milyar TL\u2019ye ula\u015f\u0131rken, reklam yat\u0131r\u0131mlar\u0131 21,58 Milyar TL’ye y\u00fckseldi.<\/p>\n\n\n\n

T\u00fcrkiye 2023 y\u0131l\u0131 Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re toplam yat\u0131r\u0131mlar \u00f6nceki y\u0131la g\u00f6re y\u00fczde 120 artarak 140,69 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay y\u00fczde 72,6 ile dijital medyaya ayr\u0131l\u0131rken oransal olarak en fazla b\u00fcy\u00fcyen mecralar s\u0131ras\u0131yla dijital, a\u00e7\u0131khava, radyo ve televizyon oldu.<\/p>\n\n\n\n

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\u0131rlanan T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re 2023 y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 140 milyar 690 milyon TL oldu. Bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 120\u2019lik bir b\u00fcy\u00fcme ya\u015fanan sekt\u00f6rde medya yat\u0131r\u0131mlar\u0131 119 milyar 110 milyon TL olurken; yap\u0131m, bask\u0131, reklamveren hizmet bedeli gibi reklam yat\u0131r\u0131mlar\u0131 ise 21 milyar 580 milyon TL\u2019ye ula\u015ft\u0131. <\/p>\n\n\n\n

Dijitale yat\u0131r\u0131m h\u0131z kesmiyor<\/strong>
2022 y\u0131l\u0131n\u0131n medya ve reklam yat\u0131r\u0131mlar\u0131na g\u00f6re 2023\u2019te y\u00fczde 136,9 b\u00fcy\u00fcyerek toplam 86 milyar 500 milyon TL\u2019lik bir hacme ula\u015fan dijital yat\u0131r\u0131mlar\u0131, toplam yat\u0131r\u0131mlar\u0131n y\u00fczde 72,6\u2019s\u0131na eri\u015fti. Y\u00fczde 81 oran\u0131nda mobil cihazlarda g\u00f6sterime dijitaldeki medya ve reklam yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay oyun konsollar\u0131nda ve ak\u0131ll\u0131 televizyonlarda internet ba\u011flant\u0131s\u0131yla da yay\u0131nlanabilen video i\u00e7eriklere y\u00f6nlendirildi. \u0130kinci s\u0131rada ise sesli reklam, m\u00fczik, podcast gibi \u00e7al\u0131\u015fmalar\u0131n yer ald\u0131\u011f\u0131 dijital ses yer ald\u0131.<\/p>\n\n\n\n

Dijitale y\u00f6nlendirilen reklam yat\u0131r\u0131mlar\u0131ndan 39 milyar 524 milyon TL\u2019lik tutar sosyal medyada t\u0131klanma ve g\u00f6sterim bazl\u0131 uygulamalara ayr\u0131l\u0131rken markalar\u0131n kendi mesajlar\u0131n\u0131 izleyicinin okuma\/izleme ak\u0131\u015f\u0131n\u0131 b\u00f6lmeden payla\u015f\u0131lan native i\u00e7eriklere ayr\u0131lan b\u00fct\u00e7e ise 3 milyar 269 milyon TL oldu.\u00a0<\/p>\n\n\n\n

\"\"
Detayl\u0131 raporu linkten inceleyebilirsiniz:\u00a0https:\/\/lnkd.in\/dvJHprFW<\/a><\/strong><\/p>\n\n\n\n

Televizyon yat\u0131r\u0131mlar\u0131 y\u0131ll\u0131k 25 milyar TL\u2019ye yakla\u015ft\u0131<\/strong>
Bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 94,5 oran\u0131nda b\u00fcy\u00fcyerek toplam 24 milyar 900 milyon TL\u2019lik bir yat\u0131r\u0131ma ula\u015fan televizyonda reklam s\u00fcreleri bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 5,2, reklamveren say\u0131s\u0131 ise y\u00fczde 7,1 oran\u0131nda azald\u0131. <\/p>\n\n\n\n

A\u00e7\u0131khavada en b\u00fcy\u00fck pay dijital alanlarda<\/strong>
\u00d6nceki y\u0131la k\u0131yasla y\u00fczde 138,6 oran\u0131nda b\u00fcy\u00fcyen a\u00e7\u0131khava medya ve reklam yat\u0131r\u0131mlar\u0131n\u0131n 2023 y\u0131l\u0131ndaki toplam tutar\u0131 5 milyar 8 milyon TL\u2019ye ula\u015ft\u0131. Toplam yat\u0131r\u0131mlar i\u00e7inde en b\u00fcy\u00fck pay y\u00fczde 32,37 ile dijital ekranlar gibi dijital a\u00e7\u0131khava platformlar\u0131 olurken ikinci s\u0131rada ise y\u00fczde 23,35\u2019lik bir payla spor alanlar\u0131 yer ald\u0131. A\u00e7\u0131khava mecras\u0131n\u0131 en \u00e7ok kullanan \u00fc\u00e7 sekt\u00f6r s\u0131ras\u0131yla kozmetik, kamu kurulu\u015flar\u0131 ve siyasi partiler ile e\u011flence, k\u00fclt\u00fcr sanat ve spor oldu. <\/p>\n\n\n\n

Radyoda reklam s\u00fcresi ve reklamveren say\u0131s\u0131 azal\u0131rken toplam yat\u0131r\u0131m artt\u0131<\/strong>
2023 y\u0131l\u0131nda 1 milyar 623 milyon TL\u2019lik yat\u0131r\u0131mla, toplam medya ve reklam yat\u0131r\u0131mlar\u0131ndan y\u00fczde 1,4\u2019l\u00fck bir pay alan radyo, bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 101,9 b\u00fcy\u00fcd\u00fc. 2022 y\u0131l\u0131na g\u00f6re reklam s\u00fcresinde y\u00fczde 16,9, reklamveren say\u0131s\u0131nda ise y\u00fczde 3 oran\u0131nda bir d\u00fc\u015f\u00fc\u015f g\u00f6r\u00fclen radyoda en y\u00fcksek reklam veren \u00fc\u00e7 sekt\u00f6r s\u0131ras\u0131yla finans, otomotiv ve perakendecilik oldu. <\/p>\n\n\n\n

Gazete ve dergi yat\u0131r\u0131mlar\u0131 b\u00fcy\u00fcmesini s\u00fcrd\u00fcrd\u00fc<\/strong>
Toplam 792 milyon TL\u2019lik medya yat\u0131r\u0131m\u0131 ger\u00e7ekle\u015ftirilen bas\u0131n mecras\u0131 2023 y\u0131l\u0131nda bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 42,5 oran\u0131nda b\u00fcy\u00fcd\u00fc. Gazeteye yat\u0131r\u0131m yapan reklamveren say\u0131s\u0131nda y\u00fczde y\u00fczde 16,5, reklam s\u00fcresinde ise %5,6 oran\u0131nda d\u00fc\u015f\u00fc\u015f g\u00f6zlenen gazete mecras\u0131n\u0131 en fazla kullanan \u00fc\u00e7 sekt\u00f6r s\u0131ras\u0131yla finans, perakendecilik ve in\u015faat ev dekorasyon oldu. Dergilerin reklamveren say\u0131s\u0131nda y\u00fczde 0,5 oran\u0131nda hafif bir azalma g\u00f6r\u00fcl\u00fcrken reklam s\u00fcresi bak\u0131m\u0131ndan y\u00fczde 2,9 oran\u0131nda bir art\u0131\u015f izlendi. Dergiye en \u00e7ok yat\u0131r\u0131m yapan \u00fc\u00e7 sekt\u00f6r ise tekstil, end\u00fcstri ve makine \u00fcr\u00fcnleri ile in\u015faat ve dekorasyon hizmetleri oldu. <\/p>\n\n\n\n

Sinema reklamverenleri art\u0131yor <\/strong>
Bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 65,6 oran\u0131nda b\u00fcy\u00fcyerek 2023 y\u0131l\u0131nda toplam 183 milyar 320 milyon TL\u2019lik yat\u0131r\u0131m alan sinemada reklamveren say\u0131s\u0131nda da y\u00fczde 28,3 oran\u0131nda art\u0131\u015f ya\u015fand\u0131. 2023 y\u0131l\u0131nda sinemaya en \u00e7ok yat\u0131r\u0131m yapan ilk \u00fc\u00e7 sekt\u00f6r s\u0131ras\u0131yla e\u011flence, k\u00fclt\u00fcr sanat ve sporla ilgili faaliyetler ile finans ve bilgi teknolojileri oldu. <\/p>\n\n\n\n

T\u00fcrkiye d\u00fcnya ortalamas\u0131n\u0131n \u00e7ok \u00fczerinde b\u00fcy\u00fcyor<\/strong>
D\u00fcnya reklam yat\u0131r\u0131mlar\u0131n\u0131n da b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fcn belirtildi\u011fi T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re 2023 y\u0131l\u0131nda toplam medya yat\u0131r\u0131mlar\u0131 874 milyar dolara ula\u015ft\u0131. 2024 y\u0131l\u0131nda ise 916 milyar dolar medya yat\u0131r\u0131m\u0131 ger\u00e7ekle\u015ftirilece\u011fi tahmin ediliyor. 2024 y\u0131l\u0131nda, d\u00fcnya genelinde y\u00fczde 5,2 b\u00fcy\u00fcd\u00fc\u011f\u00fc tahmin edilen toplam medya yat\u0131r\u0131mlar\u0131n\u0131n y\u00fczde 58\u2019i dijital mecralara yap\u0131l\u0131rken, dijital b\u00fcy\u00fcme pay\u0131n\u0131 a\u011f\u0131rl\u0131kl\u0131 olarak sosyal medya ve geleneksel aramadan al\u0131yor. <\/p>\n\n\n\n

2022\u2019ye g\u00f6re 2023\u2019te y\u00fczde 5,2 oran\u0131nda b\u00fcy\u00fcyen k\u00fcresel medya yat\u0131r\u0131mlar\u0131n\u0131n i\u00e7inde en y\u00fcksek b\u00fcy\u00fcme y\u00fczde 10,3 ile Hindistan\u2019da g\u00f6r\u00fcld\u00fc. Hindistan\u2019\u0131 Meksika ve Endonezya takip ederken T\u00fcrkiye dolar baz\u0131nda y\u0131ll\u0131k y\u00fczde 34,8 y\u0131ll\u0131k de\u011fi\u015fim oran\u0131yla ortalaman\u0131n \u00e7ok \u00fczerinde bir b\u00fcy\u00fcme g\u00f6sterdi.<\/p>\n\n\n\n

Detayl\u0131 raporu linkten inceleyebilirsiniz:\u00a0https:\/\/lnkd.in\/dvJHprFW<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Merakla beklenen ”T\u00fcrkiye’de Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2023” raporu yay\u0131nland\u0131. Rapora g\u00f6re organize medya ve reklam yat\u0131r\u0131mlar\u0131 %105 oran\u0131nda art\u0131\u015f g\u00f6sterdi. Organize medya yat\u0131r\u0131mlar\u0131 2023 senesinde 66,06 Milyar TL\u2019ye ula\u015f\u0131rken, reklam yat\u0131r\u0131mlar\u0131 21,58 Milyar TL’ye y\u00fckseldi. T\u00fcrkiye 2023 y\u0131l\u0131 Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re toplam yat\u0131r\u0131mlar \u00f6nceki y\u0131la g\u00f6re y\u00fczde 120 artarak 140,69 […]<\/p>\n","protected":false},"author":1,"featured_media":3829,"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":[82,544,226,254,13,682,15],"tags":[708,703,640,76,78,641,705,707,702,701,637,700,704,706],"class_list":["post-3822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-dijital-pazarlama","category-internet-reklamciligi","category-pazarlama","category-programmatik","category-reklam","tag-2023yatirim","tag-arvak","tag-dijital-pazarlama","tag-iab","tag-iab-turkiye","tag-internet-reklamciligi","tag-medya","tag-mma-tr","tag-mma-turkiye","tag-rd","tag-reklam","tag-ryd","tag-uryad","tag-yatirim"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3822","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=3822"}],"version-history":[{"count":13,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3822\/revisions"}],"predecessor-version":[{"id":3838,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3822\/revisions\/3838"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3829"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}