{"id":136320,"date":"2021-06-08T13:39:57","date_gmt":"2021-06-08T10:39:57","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=136320"},"modified":"2021-06-08T13:39:57","modified_gmt":"2021-06-08T10:39:57","slug":"turkiye-dijital-reklam-yatiriminda-avrupada-en-fazla-buyume-gosteren-ulke","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/turkiye-dijital-reklam-yatiriminda-avrupada-en-fazla-buyume-gosteren-ulke\/","title":{"rendered":"(Turkish) T\u00fcrkiye Dijital Reklam Yat\u0131r\u0131m\u0131nda Avrupa\u2019da En Fazla B\u00fcy\u00fcme G\u00f6steren \u00dclke"},"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

25-26-27 May\u0131s 2021’de \u00e7evrimi\u00e7i ger\u00e7ekle\u015ftirilen Interact Konferans\u0131\u2019nda a\u00e7\u0131klanan AdEx Benchmark Raporu\u2019na g\u00f6re; Covid-19\u2019un etkisiyle zorlu bir y\u0131l\u0131n ard\u0131ndan Avrupa Dijital Reklam Yat\u0131r\u0131mlar\u0131 2020\u2019de %6,3 artarak 69 milyar Euro\u2019ya ula\u015ft\u0131.<\/h1>\n

IAB Avrupa AdEx Benchmark ara\u015ft\u0131rmas\u0131<\/strong> dijital reklam pazar\u0131n\u0131 3 ana ba\u015fl\u0131kta inceliyor:<\/span> Display, Arama Motoru <\/strong>ve \u0130lan Sayfalar\u0131<\/strong>. Bu formatlardaki b\u00fcy\u00fcme, geli\u015fen cihaz kullan\u0131m\u0131<\/strong> ve t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131ndaki de\u011fi\u015fikliklerle de<\/strong> destekleniyor.<\/p>\n

\"\"2020 Dijital Reklam Yat\u0131r\u0131mlar\u0131<\/strong><\/h2>\n

AdEx Benchmark \u00e7al\u0131\u015fmas\u0131, 15 y\u0131ldan<\/strong> beri, 28 \u00fclke<\/strong> pazar\u0131n\u0131 kapsayan Avrupa’da reklam yat\u0131r\u0131mlar\u0131 i\u00e7in kusursuz bir rehber \u00f6zelli\u011fi ta\u015f\u0131yor. T\u00fcrkiye\u2019nin de dahil oldu\u011fu 28 \u00fclkeyi kapsayan AdEx Benchmark Raporu<\/strong>, 2020 y\u0131l\u0131nda 7 \u00fclkenin 2 haneli b\u00fcy\u00fcme<\/strong> kaydetti\u011fini ortaya koydu. T\u00fcrkiye %34,8<\/strong> ile en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke olurken reklam yat\u0131r\u0131mlar\u0131 a\u00e7\u0131s\u0131ndan Avrupa’n\u0131n b\u00fcy\u00fcme g\u00f6steren ilk 10 pazar\u0131<\/strong> (\u0130ngiltere, Almanya, Fransa, Rusya, \u0130talya, \u0130spanya, \u0130sve\u00e7, Hollanda, T\u00fcrkiye, \u0130svi\u00e7re) i\u00e7inde yer al\u0131rd\u0131. Rapora g\u00f6re 3 \u00fclkenin (Bel\u00e7ika, \u0130spanya, Belarus) dijital reklam yat\u0131r\u0131mlar\u0131<\/strong>nda d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131.<\/p>\n

COVID-19 salg\u0131n\u0131<\/strong>n\u0131n \u015fiddetine ve ard\u0131ndan gelen ekonomik krize ra\u011fmen, \u0130talya, \u0130spanya, Fransa<\/strong> ve \u0130ngiltere<\/strong> gibi dijital reklam yat\u0131r\u0131m\u0131n en b\u00fcy\u00fck oldu\u011fu \u00fclkelerde dengeli b\u00fcy\u00fcmeler ya\u015fan\u0131rken Almanya %10,4<\/strong>\u2019l\u00fck bir b\u00fcy\u00fcme ger\u00e7ekle\u015ftirdi.<\/p>\n

IAB Y\u00f6netim Kurulu Ba\u015fkan\u0131 Ay\u015fen Akal\u0131n<\/strong> \u201cT\u00fcrkiye en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke olurken, ki\u015fi ba\u015f\u0131 gelir ve reklam harcamalar\u0131 dikkate al\u0131nd\u0131\u011f\u0131nda Avrupa\u2019daki \u00fclkeler aras\u0131nda en gerilerde yer almaktad\u0131r. Bu da T\u00fcrkiye\u2019de ger\u00e7ekle\u015fen dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n b\u00fcy\u00fcme potansiyelini g\u00f6stermektedir\u201d<\/em> dedi.<\/p>\n

En g\u00fc\u00e7l\u00fc b\u00fcy\u00fcme sosyal medya ve videoda<\/strong><\/h2>\n

E-ticaretin b\u00fcy\u00fcmesi<\/strong>, k\u00fc\u00e7\u00fck i\u015fletmeler ve 2020 y\u0131l\u0131n\u0131n ikinci yar\u0131s\u0131nda reklamverenlerin yat\u0131r\u0131mlar\u0131na devam etmesi ile sosyal medya ve video t\u00fcm kanallarda en g\u00fc\u00e7l\u00fc b\u00fcy\u00fcmeyi kaydetti. Sosyal medya %15,9<\/strong> b\u00fcy\u00fcme g\u00f6sterirken, video %16,3<\/strong> b\u00fcy\u00fcd\u00fc. T\u00fcrkiye sosyal medyada %44,8<\/strong>, g\u00f6r\u00fcnt\u00fcl\u00fc reklamda %33,8<\/strong> b\u00fcy\u00fcme ile Avrupa\u2019da en \u00e7ok b\u00fcy\u00fcme kaydeden \u00fclke oldu. Videoda ise %52,1<\/strong> b\u00fcy\u00fcme ile Rusya\u2019n\u0131n ard\u0131ndan 2. b\u00fcy\u00fcyen pazar<\/strong> olurken video pay\u0131nda Avrupa\u2019da ilk 10 i\u00e7inde<\/strong> yer ald\u0131. Avrupa\u2019da arama reklamc\u0131l\u0131\u011f\u0131 %7,9<\/strong>, display (g\u00f6r\u00fcnt\u00fcl\u00fc) reklamc\u0131l\u0131k ise %9,1 b\u00fcy\u00fcme<\/strong> kaydetti.<\/p>\n

Avrupa\u2019da ilan<\/strong> ve sat\u0131\u015f ortakl\u0131\u011f\u0131 (affiliate)<\/strong> alan\u0131nda sadece 8 \u00fclke<\/strong> (T\u00fcrkiye, S\u0131rbistan, Uktayna, Bulgaristan, Fransa, \u00c7ekya, H\u0131rvatistan, Romanya) b\u00fcy\u00fcme g\u00f6sterirken T\u00fcrkiye %23\u20193<\/strong> b\u00fcy\u00fcme ile yine ilk s\u0131rada yer ald\u0131.<\/p>\n

2020\u2019de dijital ses verileride mevcut<\/strong><\/h2>\n

Rapora g\u00f6re dijital ses pazar\u0131, dijital reklamc\u0131l\u0131k<\/strong> pazar\u0131n\u0131n %1<\/strong>‘in biraz alt\u0131nda kalmas\u0131na ra\u011fmen, toplam 500 milyon \u20ac<\/strong>‘luk bir de\u011feri temsil ediyor. AdEx Kar\u015f\u0131la\u015ft\u0131rma raporu<\/strong>nda ilk kez dijital ses rakamlar\u0131<\/strong> da yer ald\u0131.<\/p>\n

IAB Avrupa CEO\u2019su Townsend Feehand <\/strong>sonu\u00e7lar\u0131 \u015f\u00f6yle yorumlad\u0131:<\/span><\/p>\n

\u201cTahmin edilemeyecek kadar zorlu bir y\u0131la ra\u011fmen, 2020’de b\u00f6ylesine olumlu bir b\u00fcy\u00fcme g\u00f6rmek ger\u00e7ekten umut verici. Dijital reklamc\u0131l\u0131\u011f\u0131 destekleme<\/strong> ama\u00e7l\u0131 bir sekt\u00f6r derne\u011fi olarak, COVID-19’un yat\u0131r\u0131mlar<\/strong> \u00fczerindeki etkisine ili\u015fkin i\u00e7 g\u00f6r\u00fcler sa\u011flamaya ve \u00fcyelerimizi bu zorlu zamanlarda desteklemeye \u00e7al\u0131\u015f\u0131yoruz. Sekt\u00f6r\u00fcn 2021’de geli\u015fmeye devam edece\u011fine<\/strong> inan\u0131yoruz.\u201d<\/em><\/p>\n

Sonu\u00e7lar\u0131 de\u011ferlendiren IAB Avrupa Ba\u015f Ekonomisti Dr. Daniel Knapp, \u201cDijital reklamc\u0131l\u0131k<\/strong> 2020’de k\u00f6t\u00fc bir y\u0131l ge\u00e7irmedi, sadece k\u00f6t\u00fc bir \u00e7eyrek ge\u00e7irdi. 4. \u00e7eyrekte<\/strong> \u00e7ift haneli b\u00fcy\u00fcmeden \u00f6nce, 3. \u00e7eyrekte<\/strong> h\u0131zl\u0131 bir toparlanman\u0131n ba\u015flad\u0131\u011f\u0131n\u0131 g\u00f6rd\u00fck. Kapanma d\u00f6neminde \u00f6zellikle video arac\u0131l\u0131\u011f\u0131yla<\/strong> markala\u015fmada h\u0131zl\u0131 bir art\u0131\u015f<\/strong> ger\u00e7ekle\u015fti. 2020, insanlar\u0131n t\u00fcketim \u015feklini<\/strong> ve \u015firketlerin \u00e7al\u0131\u015fma \u015feklini<\/strong> de\u011fi\u015ftiren, h\u0131zl\u0131 ilerleyen uzun vadeli sosyo-ekonomik d\u00f6n\u00fc\u015f\u00fcmlere<\/strong> yol a\u00e7an bir y\u0131l oldu. Bu durum dijital reklamc\u0131l\u0131k<\/strong> i\u00e7in verimli bir zemin sa\u011flarken sekt\u00f6r\u00fcn 2021’de b\u00fcy\u00fcmesini h\u0131zland\u0131rmas\u0131n\u0131 bekliyoruz\u201d dedi.<\/p>\n

28 \u00fclke ile ilgili veri ve analiz sa\u011flayacak AdEx Benchmark 2020 Raporu’nun tamam\u0131 Haziran 2021’de yay\u0131nlanacak.<\/strong><\/h2>\n

\u00c7al\u0131\u015fma Sunumuna Ula\u015fmak \u0130\u00e7in\u00a0TIKLAYIN >>><\/a><\/strong><\/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. 25-26-27 May\u0131s 2021’de \u00e7evrimi\u00e7i ger\u00e7ekle\u015ftirilen Interact Konferans\u0131\u2019nda a\u00e7\u0131klanan AdEx Benchmark Raporu\u2019na g\u00f6re; Covid-19\u2019un etkisiyle zorlu bir y\u0131l\u0131n ard\u0131ndan Avrupa Dijital Reklam Yat\u0131r\u0131mlar\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":136322,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53,157],"tags":[91614,91617,91608,91612,91609,80814,91616,91611,91610,91613,91607,91615,91618],"views":66,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/136320"}],"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=136320"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/136320\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/136322"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=136320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=136320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=136320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}