{"id":3853,"date":"2024-10-23T05:18:50","date_gmt":"2024-10-23T12:18:50","guid":{"rendered":"https:\/\/www.tolgasismanoglu.com\/blog\/?p=3853"},"modified":"2024-10-23T05:21:03","modified_gmt":"2024-10-23T12:21:03","slug":"turkiye-2024-ilk-6-ay-tahmini-medya-ve-reklam-yatirimlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/turkiye-2024-ilk-6-ay-tahmini-medya-ve-reklam-yatirimlari\/","title":{"rendered":"T\u00fcrkiye 2024 \u0130lk 6 Ay Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131"},"content":{"rendered":"\n

MEDYA VE REKLAM YATIRIMLARI 2024\u2019TE % 148,6 B\u00dcY\u00dcD\u00dc<\/strong>. PAZAR \u0130LK 6 AYDA 111 M\u0130LYAR TL\u2019Yi A\u015eTI<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re  2024 y\u0131l\u0131n\u0131n ilk 6 ay\u0131nda toplam medya ve reklam yat\u0131r\u0131mlar\u0131 bir \u00f6nceki y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re % 148,6 artarak 111,78 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay\u0131 ge\u00e7en y\u0131llarda oldu\u011fu gibi bu y\u0131l da y\u00fczde 71,2 ile dijital medyaya al\u0131rken t\u00fcm mecralarda b\u00fcy\u00fcme ya\u015fand\u0131. Oransal olarak en fazla b\u00fcy\u00fcyen mecralar ise s\u0131ras\u0131yla dijital, radyo, a\u00e7\u0131khava ve televizyon oldu.<\/strong><\/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), Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR) ve T\u0130AK ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte taraf\u0131ndan haz\u0131rlanan \u201cT\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u201dna g\u00f6re toplam medya ve reklam yat\u0131r\u0131mlar\u0131 2024 y\u0131l\u0131n\u0131n ilk 6 ay\u0131nda bir \u00f6nceki y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re % 148,6 oran\u0131nda artt\u0131. 2024\u2019\u00fcn ilk 6 ay\u0131nda toplam medya ve reklam yat\u0131r\u0131mlar\u0131 111 milyar 78 milyon TL\u2019ye ula\u015ft\u0131. Bu rakam\u0131n 93,25 milyar dolar\u0131n\u0131 medya yat\u0131r\u0131mlar\u0131 temsil ederken 18,53 milyar dolar\u0131n\u0131 reklam yat\u0131r\u0131mlar\u0131 olu\u015fturdu. 2023 y\u0131l\u0131 sonunda ise toplam yat\u0131r\u0131m miktar\u0131 148,6 milyar TL olarak ger\u00e7ekle\u015fmi\u015fti.<\/p>\n\n\n\n

Dijital yat\u0131r\u0131mlar medya yat\u0131r\u0131mlar\u0131nda %71,2 paya sahip<\/strong>
2024\u2019\u00fcn ilk 6 ay\u0131nda toplam organize medya ve TV yat\u0131r\u0131mlar\u0131 %127,2\u2019lik art\u0131\u015fla 71,21 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131 52,68 milyar TL, reklam yat\u0131r\u0131mlar\u0131 ise 18,53 milyar TL oldu. Organize medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay\u0131, ge\u00e7en y\u0131l oldu\u011fu gibi bu y\u0131l da dijital yat\u0131r\u0131mlar\u0131 olu\u015fturdu.<\/p>\n\n\n\n

2024 y\u0131l\u0131n\u0131n ilk yar\u0131s\u0131nda T\u00fcrkiye\u2019de dijital medya yat\u0131r\u0131mlar\u0131, pazarlama stratejilerinde teknolojinin etkisini daha fazla hissettirdi. 2023 y\u0131l\u0131n\u0131n ayn\u0131 d\u00f6nemine g\u00f6re dijital toplam medya yat\u0131r\u0131mlar\u0131 (organize ve direk sat\u0131n alma) 66 milyar 345 bin TL\u2019ye \u00e7\u0131kt\u0131. Ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6neminde yat\u0131r\u0131m miktar\u0131 24,71 milyar TL\u2019ydi. Toplam medya ve reklam yat\u0131r\u0131mlar\u0131 i\u00e7inde dijitalin pay\u0131 (organize ve direkt sat\u0131n alma)  %71,2 oldu.<\/p>\n\n\n\n

Bu y\u0131l ilk yar\u0131s\u0131nda 3 milyar TL\u2019yi a\u015fan influencer pazar\u0131 raporda ayr\u0131 bir ba\u015fl\u0131k olarak ele al\u0131nd\u0131. Influencer medya yat\u0131r\u0131mlar\u0131 pazar\u0131 ge\u00e7ti\u011fimiz y\u0131llarda dijital pazar i\u00e7inde \u201cDi\u011fer\u201d ba\u015fl\u0131\u011f\u0131 alt\u0131nda de\u011ferlendirilirken, art\u0131k eri\u015fmi\u015f oldu\u011fu pazar hacmi sebebiyle raporda yeni bir ba\u015fl\u0131k olarak de\u011ferlendirilmeye ba\u015fland\u0131. Influencer medya yat\u0131r\u0131mlar\u0131 2023\u2019in ayn\u0131 d\u00f6nemine g\u00f6re %87 art\u0131\u015f g\u00f6stererek 3,1 milyar TL\u2019yi buldu. Sosyal medya yat\u0131r\u0131mlar\u0131 %45\u2019lik art\u0131\u015fla 30 milyar 70 milyon TL\u2019ye ula\u015ft\u0131. Dijitalde sat\u0131n alma (programatik) yat\u0131r\u0131mlar\u0131 ise %61\u2019lik art\u0131\u015fla 40 milyar 697 milyon TL\u2019ye ula\u015ft\u0131. Native yat\u0131r\u0131mlar ise %4\u2019l\u00fck art\u0131\u015fla 2 milyar 678 milyon TL\u2019ye \u00e7\u0131kt\u0131.<\/p>\n\n\n\n

Video reklamc\u0131l\u0131\u011f\u0131, g\u00f6sterim reklamlar\u0131 ve arama motoru kategorileri, dijital medya yat\u0131r\u0131mlar\u0131 i\u00e7inde en b\u00fcy\u00fck paya sahip kategoriler olarak, ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemindeki yerini korudu. Buna kar\u015f\u0131n, Connected TV ve dijital ses gibi yeni formatlar, en y\u00fcksek b\u00fcy\u00fcme oranlar\u0131na ula\u015farak dijital medya ekosisteminde h\u0131zla y\u00fckselen alanlar olarak \u00f6ne \u00e7\u0131kt\u0131. T\u00fcrkiye bu b\u00fcy\u00fcme rakamlar\u0131yla Avrupa\u2019da dijital medya yat\u0131r\u0131mlar\u0131 a\u00e7\u0131s\u0131ndan en h\u0131zl\u0131 b\u00fcy\u00fcyen pazar konumunu g\u00fc\u00e7lendirdi.<\/p>\n\n\n\n

Mobil reklamc\u0131l\u0131\u011f\u0131n pay\u0131 %78,5\u2019e ula\u015ft\u0131<\/strong>
Raporda ilk 6 ayda dijital medya yat\u0131r\u0131mlar\u0131n\u0131n % 78,5\u2019inin mobil cihazlar \u00fczerinden yap\u0131lmas\u0131 dikkat \u00e7ekti. Dijital medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay\u0131 video al\u0131rken (%34 \u2013 22,8 milyar TL) s\u0131ras\u0131yla g\u00f6sterim ve t\u0131klama bazl\u0131 (%30 – 19,6 milyar TL) , arama motoru (%18 \u2013 11,8 milyar TL), ilan sayfalar\u0131 (%8 \u2013 4,98 milyar TL)\u00a0 ve influencer\u00a0 (%5 \u2013 3,1 milyar TL) onu izledi. Mobil cihazlarda ge\u00e7irilen g\u00fcnl\u00fck ortalama s\u00fcre, 4 saat 26 dakikaya ula\u015f\u0131rken, sosyal medya platformlar\u0131 \u00fczerinde ge\u00e7irilen zaman ve aktif kullan\u0131c\u0131 say\u0131lar\u0131, dijital stratejilerin mobil odakl\u0131 hale gelmesinde b\u00fcy\u00fck rol oynad\u0131. \u00d6zellikle sosyal medya reklamlar\u0131, dijital yat\u0131r\u0131mlarda \u00f6nemli bir paya sahip olmaya devam etti. Yapay zeka teknolojilerinin reklamc\u0131l\u0131k ve pazarlama s\u00fcre\u00e7lerindeki etkisi daha da belirginle\u015fti.<\/p>\n\n\n\n

Podcast ve online radyolar ses yat\u0131r\u0131mlar\u0131n\u0131 art\u0131rd\u0131<\/strong>
Dijital ses reklamlar\u0131, 2024\u2019\u00fcn ilk yar\u0131s\u0131nda bir kez daha h\u0131zl\u0131 bir b\u00fcy\u00fcme g\u00f6stererek %175 art\u0131\u015fla 1,13 milyar TL’lik bir hacme ula\u015ft\u0131. Dijital ses reklamlar\u0131ndaki bu b\u00fcy\u00fcme, T\u00fcrkiye’de aktif olarak podcast dinleyenlerin say\u0131s\u0131n\u0131n 650 bini ge\u00e7mesi ve radyo dinleyicilerinin %60’\u0131n\u0131n online mecralardan radyo dinlemesi gibi fakt\u00f6rlerle desteklendi.<\/p>\n\n\n\n

TV yat\u0131r\u0131mlar\u0131ndaki de\u011fi\u015fim %107,5 oldu<\/strong>
\u0130lk 6 ayda TV yat\u0131r\u0131mlar\u0131nda da b\u00fcy\u00fcme devam etti. TV yat\u0131r\u0131mlar\u0131ndaki toplam de\u011fi\u015fim %107,5 olurken TV pazar\u0131ndaki yat\u0131r\u0131m miktar\u0131 20 milyar TL\u2019yi ge\u00e7ti. Organize medyadaki sekt\u00f6r pay\u0131 %38,5 olarak ger\u00e7ekle\u015fti.<\/p>\n\n\n\n

Oransal olarak dijitalden sonra en h\u0131zl\u0131 b\u00fcy\u00fcme radyo pazar\u0131nda ya\u015fand\u0131. Radyoda b\u00fcy\u00fcme h\u0131z\u0131 %154,7 olurken pazar 1,4 milyar TL\u2019ye ula\u015ft\u0131. Markalar\u0131n radyoya ilgisinin her ge\u00e7en g\u00fcn daha da  artmas\u0131 yat\u0131r\u0131mlar\u0131 art\u0131rd\u0131.<\/p>\n\n\n\n

A\u00e7\u0131khava pazar\u0131ndaki b\u00fcy\u00fcme dijital \u00fcnitelerle devam ediyor<\/strong>
A\u00e7\u0131khava yat\u0131r\u0131mlar\u0131 ise ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemiyle kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda %120,3 b\u00fcy\u00fcyerek 4,49 milyar TL\u2019ye ula\u015ft\u0131. Organize medya sekt\u00f6r\u00fcndeki pay\u0131 8,5 olarak ger\u00e7ekle\u015fti. A\u00e7\u0131khava mecras\u0131na olan talebin artarak s\u00fcrmesi, reklamverenlerin yeni ve farkl\u0131 \u00fcnitelere yat\u0131r\u0131m yapmas\u0131 i\u00e7in uygun bir ortam sa\u011flad\u0131. Bu alandaki yeni \u00fcnitelerin a\u011f\u0131rl\u0131kl\u0131 dijital olmas\u0131, a\u00e7\u0131khavan\u0131n d\u00fcnyadaki geli\u015fimi do\u011frultusunda T\u00fcrkiye\u2019de de benzeri bir geli\u015fmenin s\u00fcrece\u011fini konusunda bilgi veriyor.<\/p>\n\n\n\n

Yaz\u0131l\u0131 medya ve sinema yat\u0131r\u0131mlar\u0131 da y\u00fckseli\u015fte<\/strong>
Bu d\u00f6nemde bas\u0131n yat\u0131r\u0131mlar\u0131 ise %58,6 art\u0131\u015fa 553,6 milyon TL\u2019ye \u00e7\u0131kt\u0131. Yaz\u0131l\u0131 bas\u0131n medya yat\u0131r\u0131mlar\u0131 oransal olarak az olsa da T\u00fcrkiye’deki organize medya sekt\u00f6r\u00fc i\u00e7erisinde toplamdaki pay\u0131 %1,1 oldu. Gazete kullan\u0131mlar\u0131nda ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re %45’lik art\u0131\u015f ger\u00e7ekle\u015fti. Ka\u011f\u0131t ve m\u00fcrekkep maliyetlerindeki art\u0131\u015f gazeteleri zorlad\u0131. Gazete tirajlar\u0131nda %10’luk bir daralma ya\u015fand\u0131. Dergi kullan\u0131mlar\u0131ysa %143’l\u00fck art\u0131\u015fla kar\u015f\u0131la\u015ft\u0131. Bu art\u0131\u015f, dergilerin etkinlik organizasyonlar\u0131 d\u00fczenlemesinden kaynakland\u0131.<\/p>\n\n\n\n

Sinema sekt\u00f6r\u00fc ise organize medya sekt\u00f6r\u00fcnde medya yat\u0131r\u0131mlar\u0131n\u0131n %0,2’sini olu\u015fturdu. Sinema sekt\u00f6r\u00fc, 2023 y\u0131l\u0131 ilk 6 ay\u0131na g\u00f6re %67,5’luk b\u00fcy\u00fcme ya\u015fad\u0131. 2024 y\u0131l\u0131n\u0131n ilk 6 ay\u0131nda %33 b\u00fcy\u00fcme ile 221 sinema filmi izleyiciyle bulu\u015ftu.<\/p>\n\n\n\n

Raporun tamam\u0131n\u0131 incelemek i\u00e7in\u00a0TIKLAYIN!<\/a><\/em><\/strong>
<\/p>\n","protected":false},"excerpt":{"rendered":"

MEDYA VE REKLAM YATIRIMLARI 2024\u2019TE % 148,6 B\u00dcY\u00dcD\u00dc. PAZAR \u0130LK 6 AYDA 111 M\u0130LYAR TL\u2019Yi A\u015eTI T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re  2024 y\u0131l\u0131n\u0131n ilk 6 ay\u0131nda toplam medya ve reklam yat\u0131r\u0131mlar\u0131 bir \u00f6nceki y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re % 148,6 artarak 111,78 milyar TL\u2019ye ula\u015ft\u0131. Medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay\u0131 ge\u00e7en y\u0131llarda oldu\u011fu […]<\/p>\n","protected":false},"author":1,"featured_media":3857,"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":[544,1,254,13,15],"tags":[640,272,78,696,346,637,709,14],"class_list":["post-3853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital","category-genel","category-internet-reklamciligi","category-pazarlama","category-reklam","tag-dijital-pazarlama","tag-dijital-reklam","tag-iab-turkiye","tag-medya-ve-reklam-yatirimlari","tag-mobil-2","tag-reklam","tag-reklam-yatirimlari","tag-sosyal-medya"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3853","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=3853"}],"version-history":[{"count":3,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3853\/revisions"}],"predecessor-version":[{"id":3856,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3853\/revisions\/3856"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3857"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3853"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3853"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3853"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}