{"id":121894,"date":"2020-10-13T11:36:23","date_gmt":"2020-10-13T08:36:23","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=121894"},"modified":"2020-10-13T11:36:23","modified_gmt":"2020-10-13T08:36:23","slug":"turkiye-medya-yatirimlari-yilin-ilk-yarisinda-6-milyar-294-milyon-tl-oldu","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/turkiye-medya-yatirimlari-yilin-ilk-yarisinda-6-milyar-294-milyon-tl-oldu\/","title":{"rendered":"(Turkish) T\u00fcrkiye Medya Yat\u0131r\u0131mlar\u0131 Y\u0131l\u0131n \u0130lk Yar\u0131s\u0131nda 6 Milyar 294 Milyon TL Oldu"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2020 Y\u0131l\u0131 \u0130lk 6 Ay Raporu yay\u0131mland\u0131. Rapora g\u00f6re; T\u00fcrkiye\u2019de toplam Medya ve Reklam Yat\u0131mlar\u0131, 7 milyar 867 milyon TL oldu. Bununla birlikte medya yat\u0131r\u0131mlar\u0131 ise yine bu y\u0131l\u0131n ilk 6 ayl\u0131k d\u00f6neminde, 6 milyar 294 milyon TL olarak ger\u00e7ekle\u015fti.<\/strong><\/h1>\n

T\u00fcrkiye<\/strong>\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131<\/strong> 2020 Y\u0131l\u0131 \u0130lk 6 Ay Raporu\u2019na g\u00f6re, toplam medya yat\u0131r\u0131mlar\u0131 6 milyar 294 milyon TL<\/strong> olarak ger\u00e7ekle\u015fti. Yine bu d\u00f6nemde toplam medya ve reklam yat\u0131r\u0131mlar\u0131n\u0131n tutar\u0131, 7 milyar 867 TL<\/strong> oldu. \u0130lgili 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)<\/em> ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte<\/strong> taraf\u0131ndan haz\u0131rland\u0131.<\/p>\n

Pandemi s\u00fcrecinin yat\u0131r\u0131mlardaki etkisi dikkat \u00e7ekici <\/strong><\/h2>\n

T\u00fcm d\u00fcnyay\u0131 etkileyen Covid-19 salg\u0131n\u0131<\/strong>n\u0131n, T\u00fcrkiye medya <\/strong>ve reklam yat\u0131r\u0131mlar\u0131n\u0131<\/strong>n \u00fczerinde de direkt etkisi g\u00f6zlemleniyor. Bu s\u00fcre\u00e7te reklamverenler \u00f6ncelikle marka bilinirli\u011finin korunmas\u0131<\/strong> i\u00e7in, daha sonra da sat\u0131\u015f odakl\u0131 kampanyalar<\/strong> ger\u00e7ekle\u015ftirdi. \u00d6zellikle ya\u015fam stili (\u201clifestyle\u201d) tarz\u0131<\/strong> \u00fcr\u00fcn skalas\u0131na sahip olan reklamverenlerin yeni \u00f6ncelikleri<\/strong>, evde ge\u00e7irilen s\u00fcrelerin art\u0131\u015f\u0131yla birlikte yeni m\u00fc\u015fteri kazanmak<\/strong> oldu. Bir\u00e7ok reklamveren de evde ge\u00e7irilen zaman\u0131n artmas\u0131yla do\u011fru orant\u0131l\u0131 \u015fekilde ev i\u00e7inde daha \u00e7ok t\u00fcketilen mecralara<\/strong> y\u00f6neldiler. Covid-19 s\u00fcreci<\/strong>nin reklam yat\u0131r\u0131mlar\u0131 \u00fczerindeki etkisi en \u00e7ok bu y\u0131l\u0131n ikinci \u00e7eyre\u011finde hissedildi. TV<\/strong> ve dijital<\/strong> di\u011fer mecralara g\u00f6re pandeminin olumsuz etkisini daha az ya\u015farken, \u00f6zellikle sinema<\/strong> ve a\u00e7\u0131khava medya yat\u0131r\u0131mlar\u0131n<\/strong>da b\u00fcy\u00fck d\u00fc\u015f\u00fc\u015fler ger\u00e7ekle\u015fti.<\/p>\n

TV izleme s\u00fcreleri y\u00fckseldi<\/strong><\/h2>\n

T\u00fcrkiye<\/strong>\u2019deki medya yat\u0131r\u0131mlar\u0131<\/strong> i\u00e7erisinde y\u00fczde 34,7<\/strong> oran\u0131nda paya sahip olan TV medya yat\u0131r\u0131mlar\u0131, bu y\u0131l\u0131n ilk alt\u0131 ay\u0131nda ge\u00e7ti\u011fimiz y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 4,9<\/strong> artarak 2 milyar 186 milyon TL\u2019ye y\u00fckseldi. Pandemi \u00f6ncesi global TV reklam harcamalar\u0131<\/strong>nda, 2020 y\u0131l\u0131nda y\u00fczde 2,5<\/strong> b\u00fcy\u00fcme beklenirken pandemi etkisi sonras\u0131nda ise y\u00fczde 13,8<\/strong>\u2019lik k\u00fc\u00e7\u00fclme ile sonu\u00e7lanmas\u0131 bekleniyor.<\/p>\n

T\u00fcrkiye\u2019de pandemi d\u00f6neminde evde ge\u00e7irilen zaman\u0131n artmas\u0131 ile toplam TV izleme s\u00fcreleri y\u00fckseldi.<\/strong> Mart-May\u0131s d\u00f6neminde tematik kanal izlenmesi<\/strong> daha h\u0131zl\u0131 artarken k\u0131s\u0131tlamalar sebebiyle \u00e7ekimlerin iptali, ana kanallarda tekrar yay\u0131nlar\u0131 zorunlu k\u0131ld\u0131. Perakende, finans ve \u00f6zellikle e-ticaret<\/strong> sekt\u00f6rlerinde g\u00fcn\u00fcn \u015fartlar\u0131n\u0131 adresleyen kampanyalar<\/strong> ile hareketlilik sa\u011flan\u0131rken baz\u0131 reklamverenler \u00f6zellikle prod\u00fcksiyondaki zorluklar<\/strong> nedeniyle \u00f6nemli \u00f6l\u00e7\u00fcde kampanyalar\u0131n\u0131 iptal ettiler<\/strong> veya ertelediler. Bu nedenle, h\u0131zl\u0131 ba\u015flayan televizyon reklam yat\u0131r\u0131mlar\u0131<\/strong> beklenenin alt\u0131nda b\u00fcy\u00fcd\u00fc. Tematik kanallara talep artarken \u00f6zellikle bu kanallarda yer alan canl\u0131 yay\u0131nlardaki reklam yat\u0131r\u0131mlar\u0131 \u00f6nem kazand\u0131. T\u00fcm spor m\u00fcsabakalar\u0131<\/strong>n\u0131n iptali v<\/strong>eya ertelenmesi,<\/strong> tematik kanal i\u00e7eri\u011fini olumsuz y\u00f6nde etkiledi.<\/p>\n

Haziran itibariyle k\u0131smen normale d\u00f6n\u00fc\u015f<\/strong> ile Temmuz ve A\u011fustos\u2019ta ertelenmi\u015f olan talebin, te\u015fvik kredilerinin devreye girmesi sonucu, mevsimsel etkinin tersine televizyon,<\/strong> artan bir talep ald\u0131. Y\u0131l sonu raporunda ikinci yar\u0131y\u0131l reklam yat\u0131r\u0131mlar\u0131nda kayda de\u011fer bir art\u0131\u015f bekleniyor.<\/p>\n

Dijital i\u00e7erik t\u00fcketimi artt\u0131 <\/strong><\/h2>\n

Dijital medya yat\u0131r\u0131mlar\u0131<\/strong>n\u0131n raporlanmas\u0131nda bu y\u0131l yap\u0131lan metodoloji de\u011fi\u015fikli\u011fi<\/strong> ile yat\u0131r\u0131mlar daha geni\u015f bir kapsamda ele al\u0131n\u0131yor. Metodoloji de\u011fi\u015fikli\u011fi nedeniyle toplam dijital medya yat\u0131r\u0131mlar\u0131<\/strong> bir \u00f6nceki y\u0131l\u0131n ayn\u0131 d\u00f6nemi ile birebir kar\u015f\u0131la\u015ft\u0131r\u0131lamamakla beraber \u00f6nemli bir b\u00fcy\u00fcme ger\u00e7ekle\u015fti\u011fi g\u00f6r\u00fcl\u00fcyor. T\u00fcrkiye\u2019deki Medya Yat\u0131r\u0131mlar\u0131<\/strong> i\u00e7erisinde y\u00fczde 55,3<\/strong> oran\u0131nda paya sahip dijital medya yat\u0131r\u0131mlar\u0131<\/strong>, bu y\u0131l\u0131n ilk 6<\/strong> ay\u0131nda 3 milyar 479 milyon TL<\/strong> seviyesine ula\u015ft\u0131.<\/p>\n

Pandemi d\u00f6nemi<\/strong>nde karantina<\/strong> ve uzaktan \u00e7al\u0131\u015fma uygulamalar\u0131<\/strong> sebebiyle evde ge\u00e7irilen zaman\u0131n artmas\u0131 ile t\u00fcm d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de dijital i\u00e7erik t\u00fcketimi<\/strong> artt\u0131. G\u00fcndem sebebiyle haber i\u00e7eriklerinin t\u00fcketiminde<\/strong> ve buna ba\u011fl\u0131 olarak haber portallar\u0131, gazete<\/strong> ve haber kanallar\u0131n\u0131n internet sitelerinin<\/strong> ziyaret\u00e7i say\u0131lar\u0131nda art\u0131\u015f oldu. Dijital platformlardan<\/strong> dergi okuyanlar\u0131n say\u0131lar\u0131nda da art\u0131\u015f ya\u015fand\u0131. Benzer \u015fekilde, PC \u00fczerinden<\/strong> ve mobilden oyun oynama, video izleme<\/strong> ve m\u00fczik dinleme s\u00fcreleri<\/strong> uzad\u0131. Gerek bireysel, gerek kurumsal<\/strong> hesaplar\u0131n sosyal medya<\/strong> ve video platformlar\u0131<\/strong> \u00fczerinden canl\u0131 i\u00e7erik payla\u015f\u0131mlar\u0131<\/strong> ve bu i\u00e7eriklerin t\u00fcketimi \u00f6nemli nispette art\u0131\u015f g\u00f6sterdi. Dijital platformlar<\/strong> \u00fczerinden film<\/strong> ve dizi yay\u0131n\u0131<\/strong> yapan platformlar\u0131n abonelikleri<\/strong>nde, dijital radyo<\/strong> ve podcast dinleme al\u0131\u015fkanl\u0131\u011f\u0131<\/strong>nda da art\u0131\u015f g\u00f6zlemlendi.<\/p>\n

Bu d\u00f6nemde arama motoru, video reklamlar\u0131<\/strong> ve sosyal medyan\u0131n<\/strong> dijital reklam yat\u0131r\u0131mlar\u0131ndan ald\u0131klar\u0131 paylarda \u00f6nceki y\u0131llara g\u00f6re art\u0131\u015f ya\u015fand\u0131. Mobilin, dijital reklam yat\u0131r\u0131mlar\u0131<\/strong>ndan ald\u0131\u011f\u0131 pay, \u00f6nemli \u00f6l\u00e7\u00fcde y\u00fckselerek % 71,6<\/strong>\u2019ya ula\u015ft\u0131, programatik y\u00f6ntem<\/strong> ile sat\u0131n al\u0131nan yat\u0131r\u0131mlar\u0131n pay\u0131 ise y\u00fczde 81,4<\/strong>\u2019e \u00e7\u0131kt\u0131.<\/p>\n

Dijital Reklam Yat\u0131r\u0131mlar\u0131<\/strong>n\u0131n \u00f6zellikle okula d\u00f6n\u00fc\u015f ve Kas\u0131m-Aral\u0131k d\u00f6nemi<\/strong>ndeki online sat\u0131\u015f kampanyalar\u0131n\u0131n etkisiyle 2020\u2019nin ikinci yar\u0131s\u0131nda<\/strong> art\u0131\u015f g\u00f6sterece\u011fi; di\u011fer yandan pandeminin g\u00fcnl\u00fck ya\u015fama etkilerinin nispeten azalmas\u0131 sonucu ilk yar\u0131da yat\u0131r\u0131m ve buna ba\u011fl\u0131 pay kayb\u0131 ya\u015fayan mecralara yap\u0131lacak yat\u0131r\u0131mlar\u0131n artmas\u0131yla, dijitalin toplam reklam yat\u0131r\u0131mlar\u0131<\/strong>ndan ilk yar\u0131da ald\u0131\u011f\u0131 pay\u0131n de\u011fi\u015febilece\u011fi<\/strong> \u00f6ng\u00f6r\u00fclmekte.<\/p>\n

Mobilde g\u00fcnl\u00fck aktif kullan\u0131c\u0131 say\u0131s\u0131nda art\u0131\u015f <\/strong><\/h2>\n

Pandemi d\u00f6nemi<\/strong> boyunca dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn<\/strong> ve evden \u00e7al\u0131\u015fma oran\u0131<\/strong>n\u0131n y\u00fckselmesi ile mobil ticaret, mobil bankac\u0131l\u0131k, evlere servis eden mobil uygulamalar\u0131n kullan\u0131mlar\u0131<\/strong>, mobil oyunlar, hayat\u0131 kolayla\u015ft\u0131ran mobil hizmetlerin ve uygulamalar\u0131n kullan\u0131mlar\u0131 ciddi oranda artt\u0131. Mobil reklam yat\u0131r\u0131mlar\u0131, 2020\u2019nin<\/strong> ilk 6 ay\u0131nda 2 milyar 491 milyon TL<\/strong> seviyesine ula\u015ft\u0131.<\/p>\n

Mart ay\u0131 itibariyle, e-ticaret verilerinin y\u00fckselmesi, haberle\u015fmek i\u00e7in yo\u011fun olarak mobil haberle\u015fme teknolojileri<\/strong> ve sosyal medyan\u0131n kullan\u0131lmas\u0131, \u00f6zellikle m\u00fczik, e\u011flence, yemek tarifleri, spor i\u00e7erikleri, hobilere y\u00f6nelik i\u00e7erikler ve dizi tekrar\u0131 i\u00e7eriklerinin yo\u011fun olarak mobil ortamlardan t\u00fcketilmesi<\/strong> reklamverenlerin de ilgisini art\u0131rd\u0131. Pandemi d\u00f6nemi<\/strong>nde mobil oyunlarda g\u00fcnl\u00fck aktif kullan\u0131c\u0131 say\u0131s\u0131nda y\u00fczde 15<\/strong> art\u0131\u015f g\u00f6r\u00fclerek baz\u0131 oyunlar\u0131n, T\u00fcrkiye\u2019de g\u00fcnl\u00fck aktif kullan\u0131c\u0131 say\u0131lar\u0131 5 milyon seviyelerine<\/strong> ula\u015ft\u0131. Bu vesileyle oyun i\u00e7i reklamlarda<\/strong> da art\u0131\u015f ya\u015fand\u0131. Ek olarak Audio<\/strong> reklam vb yeni formatlar<\/strong> da hayat\u0131m\u0131za girdi.<\/p>\n

Tirajlarda ciddi kay\u0131plar meydana geldi<\/strong><\/h2>\n

T\u00fcrkiye\u2019deki medya yat\u0131r\u0131mlar\u0131<\/strong> i\u00e7erisinde toplamda y\u00fczde 2,9<\/strong>\u2019luk paya sahip olan yaz\u0131l\u0131 bas\u0131n medya yat\u0131r\u0131mlar\u0131<\/strong>, bu y\u0131l\u0131n ilk 6 ay\u0131nda ge\u00e7ti\u011fimiz y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re, y\u00fczde 37,3<\/strong> oran\u0131nda azalarak 185 milyon TL oldu. Pandemiden kaynakl\u0131 k\u0131s\u0131tlamalar sebebiyle t\u00fcketici mecra al\u0131\u015fkanl\u0131\u011f\u0131 sert bir de\u011fi\u015fim g\u00f6sterdi; g\u00fcndem haber portallar\u0131<\/strong> ve televizyona<\/strong> evrildi.<\/p>\n

Gazete da\u011f\u0131t\u0131m\u0131n\u0131n soka\u011fa \u00e7\u0131kma yasa\u011f\u0131 sebebiyle m\u00fcmk\u00fcn olmad\u0131\u011f\u0131 g\u00fcnlerde, alternatif da\u011f\u0131t\u0131m y\u00f6ntemlerinin de etkisiyle, yaz\u0131l\u0131 bas\u0131n mecralar\u0131<\/strong>nda tiraj kay\u0131plar\u0131 ya\u015fand\u0131. Bir\u00e7ok dergi, k\u0131s\u0131tlama d\u00f6neminde<\/strong> ka\u011f\u0131t bask\u0131dan dijital yay\u0131na d\u00f6n\u00fc\u015f<\/strong> g\u00f6sterdi. Yine reklamverenin de tercihini gazete ve dergi yerine, haber portalleri ve tematik kanallardan<\/strong> yana kullanmas\u0131 sebebiyle ilk 6 ay<\/strong> rakamlar\u0131nda d\u00fc\u015f\u00fc\u015f raporland\u0131.<\/p>\n

A\u00e7\u0131k havan\u0131n h\u0131zla toparlanmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor<\/strong><\/h2>\n

2020<\/strong>\u2019nin Ocak<\/strong> ve \u015eubat<\/strong> aylar\u0131, hatta pandeminin ba\u015flang\u0131c\u0131 olarak g\u00f6r\u00fclen Mart ay\u0131n\u0131n ortalar\u0131na<\/strong> kadar a\u00e7\u0131khava a\u00e7\u0131s\u0131ndan hareketli bir performans ger\u00e7ekle\u015fti. Mart ortalar\u0131nda pandeminin g\u00fcndemi ele ge\u00e7irmesi ve soka\u011fa \u00e7\u0131kma k\u0131s\u0131tlamalar\u0131, kent i\u00e7i trafi\u011fi<\/strong>nin tamamen denecek kadar durmas\u0131na neden oldu. A\u00e7\u0131khavan\u0131n en temel \u00f6zelli\u011fi hi\u00e7bir ara\u00e7<\/strong> veya arac\u0131 kullanmadan soka\u011fa \u00e7\u0131kan<\/strong> kitlelere direkt ula\u015fmas\u0131 iken, kitlelerin evlerden \u00e7\u0131kamamas\u0131<\/strong> a\u00e7\u0131khavay\u0131 durdurdu.<\/p>\n

Bu etkilerle, T\u00fcrkiye\u2019deki medya yat\u0131r\u0131mlar\u0131 i\u00e7erisinde toplamda y\u00fczde 4,6<\/strong> oran\u0131nda bir pay\u0131 bulunan a\u00e7\u0131khava medya yat\u0131r\u0131mlar\u0131, bu y\u0131l\u0131n Ocak-Haziran d\u00f6nemi<\/strong>nde, ge\u00e7ti\u011fimiz y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 26,7<\/strong> oran\u0131nda azalarak 289 milyon TL<\/strong> olarak ger\u00e7ekle\u015fti. D\u00fczenli b\u00fcy\u00fcme g\u00f6zlemlenen a\u00e7\u0131khava mecras\u0131n\u0131n ilk kez bu denli k\u00fc\u00e7\u00fclme ya\u015famas\u0131 beklenmeyen bir sonu\u00e7. 2020 sonuna kadar<\/strong> ilk yar\u0131y\u0131ldaki k\u00fc\u00e7\u00fclmeyi<\/strong> tamamen telafi edemese de h\u0131zla toparlanmas\u0131<\/strong> \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\n

Radyoda y\u0131l\u0131n 2’inci yar\u0131s\u0131nda kay\u0131plar\u0131n telafi edilmesi bekleniyor<\/strong><\/h2>\n

T\u00fcrkiye\u2019deki medya yat\u0131r\u0131mlar\u0131 i\u00e7erisinde toplamda y\u00fczde 2,1<\/strong> oran\u0131nda bir paya sahip olan radyo medya yat\u0131r\u0131mlar\u0131, bu y\u0131l\u0131n ilk 6 ay\u0131nda<\/strong> ge\u00e7ti\u011fimiz y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 17,1<\/strong> oran\u0131nda d\u00fc\u015f\u00fc\u015f g\u00f6stererek 130 milyon TL<\/strong> olarak ger\u00e7ekle\u015fti. Bununla birlikte bu y\u0131l\u0131n ilk \u00e7eyrek sonu\u00e7lar\u0131na g\u00f6re, y\u0131la \u00e7ok iyi ba\u015flayan radyolar<\/strong>, \u00f6zellikle soka\u011fa \u00e7\u0131kma yasaklar\u0131<\/strong>nda neredeyse reklam ku\u015faklar\u0131<\/strong>n\u0131 tamamen bo\u015f ge\u00e7irdi. Pandemi d\u00f6neminde asl\u0131nda radyolar\u0131n dinlenme s\u00fcreleri artt\u0131\u011f\u0131<\/strong> halde, reklamverende y\u0131llard\u0131r yerle\u015fmi\u015f olan radyo arabada dinlenir alg\u0131s\u0131<\/strong> ile gelirlerde ciddi bir d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131. Yap\u0131lan ara\u015ft\u0131rmalar radyonun hala evde dinlendi\u011fini g\u00f6steriyor. Radyolar\u0131n, y\u0131l\u0131n ikinci yar\u0131s\u0131nda kay\u0131plar\u0131 telefi edip az da olsa bu y\u0131l\u0131 y\u00fckseli\u015fle kapataca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/strong><\/p>\n

Sinema en olumsuz etkiyi hissetti<\/strong><\/h2>\n

A\u00e7\u0131k oldu\u011fu Ocak-Mart d\u00f6nemi<\/strong>nde \u00f6nceki y\u0131la g\u00f6re b\u00fcy\u00fcme g\u00f6steren sinema sekt\u00f6r\u00fc a\u00e7\u0131khava<\/strong> ile en olumsuz etkiyi hisseden<\/strong> ve hissetmeye<\/strong> devam eden mecra olarak g\u00f6ze \u00e7arpt\u0131.<\/p>\n

T\u00fcrkiye\u2019deki medya yat\u0131r\u0131mlar\u0131<\/strong> i\u00e7erisinde toplamda y\u00fczde 0,4<\/strong> oran\u0131nda bir paya sahip olan sinema medya yat\u0131r\u0131mlar\u0131, bu y\u0131l\u0131n ilk 6 ay\u0131nda<\/strong>, ge\u00e7ti\u011fimiz y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 54,1<\/strong> oran\u0131nda ciddi bir d\u00fc\u015f\u00fc\u015f g\u00f6stererek 25 milyon TL<\/strong>\u2019de kald\u0131.<\/p>\n

Pandemi \u00f6ncesinde global sinema reklam yat\u0131r\u0131mlar\u0131<\/strong>nda, 2020<\/strong> y\u0131l\u0131nda y\u00fczde 5,0<\/strong> b\u00fcy\u00fcme beklenirken pandemi etkisi<\/strong> ile bu mecrada, y\u00fczde 31,6<\/strong> k\u00fc\u00e7\u00fclme bekleniyor. Sinemalar\u0131n Mart ay\u0131nda kapat\u0131lmas\u0131 ve A\u011fustos ay\u0131nda<\/strong> kat\u0131 s\u0131n\u0131rlamalar ile a\u00e7\u0131lmas\u0131, mecran\u0131n ya\u015fad\u0131\u011f\u0131 en \u00f6nemli sorunlar\u0131n ba\u015f\u0131nda geliyor. K\u0131s\u0131tlamalar sebebiyle gerek Hollywood<\/strong> gerekse de T\u00fcrk yap\u0131mc\u0131lar\u0131n film yap\u0131m\u0131<\/strong>n\u0131 tamamen durdurmas\u0131 sebebiyle, reklam yat\u0131r\u0131mlar\u0131<\/strong>n\u0131n ilk 6 ayda<\/strong> sert bir d\u00fc\u015f\u00fc\u015f g\u00f6sterdi\u011fi ifade ediliyor.<\/p>\n

Pandemi d\u00f6neminde markalar dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcre\u00e7lerini h\u0131zland\u0131rd\u0131<\/strong><\/h2>\n

De\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131<\/strong> do\u011frultusunda markalar bilgi verme<\/strong> kanallar\u0131n\u0131 ve y\u00f6ntemlerini g\u00f6zden ge\u00e7irerek, dijital \u00e7\u00f6z\u00fcmlere<\/strong> y\u00f6nelip dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcre\u00e7leri<\/strong>ni h\u0131zland\u0131rd\u0131lar. Bu alana yapt\u0131klar\u0131 yat\u0131r\u0131mlar\u0131 artt\u0131rd\u0131lar. \u00d6rne\u011fin, bu d\u00f6nemde online al\u0131\u015fveri\u015fte<\/strong> kayda de\u011fer bir art\u0131\u015f ya\u015fand\u0131\u011f\u0131 ve yeni kullan\u0131c\u0131lar kazan\u0131ld\u0131\u011f\u0131 i\u00e7in gerek e-ticaret firmalar\u0131n\u0131n<\/strong> gerekse de online sat\u0131\u015f kanal\u0131<\/strong> da olan di\u011fer firmalar\u0131n dijital reklam yat\u0131r\u0131mlar\u0131<\/strong>nda b\u00fcy\u00fcme ger\u00e7ekle\u015fti. Sosyal medya \u00fczerinden yap\u0131lan canl\u0131 yay\u0131nlarda<\/strong> sponsorluk ve marka entegrasyonu uygulamalar\u0131<\/em>, bu d\u00f6nemde kullan\u0131c\u0131 say\u0131lar\u0131 artan bir\u00e7ok sosyal medya platformu<\/strong>nun mecra karmas\u0131na dahil edilmesi, influencer pazarlamas\u0131 \u00e7al\u0131\u015fmalar\u0131<\/strong>ndaki art\u0131\u015f vb. de\u011fi\u015fimler<\/strong> de pandemi d\u00f6neminde<\/strong> de\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131<\/strong>n\u0131n ve olu\u015fan yeni trendlerin medya yat\u0131r\u0131m da\u011f\u0131l\u0131mlar\u0131<\/strong>na etkisini g\u00f6stermekte.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2020 Y\u0131l\u0131 \u0130lk 6 Ay Raporu yay\u0131mland\u0131. Rapora g\u00f6re; T\u00fcrkiye\u2019de toplam Medya ve Reklam Yat\u0131mlar\u0131, 7 […]<\/p>\n","protected":false},"author":1,"featured_media":121896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,157],"tags":[71090,80819,56547,80813,80821,80820,80814,52259,80816,80817,71648,80818,80812,80815,80822],"views":86,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/121894"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=121894"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/121894\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/121896"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=121894"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=121894"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=121894"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}