Her ge\u00e7en g\u00fcn hayat\u0131m\u0131za giren bir\u00e7ok yeni reklam var.\u00a0 Rekabetin g\u00fcnden g\u00fcne artmas\u0131yla global ve yerel bazda olmak \u00fczere bir\u00e7ok firma her g\u00fcn milyonlarca reklam harcamas\u0131nda bulunuyor. Dolay\u0131s\u0131yla 2016\u2019n\u0131n ilk zamanlar\u0131n\u0131 ya\u015farken 2015\u2019in global reklam pazar\u0131 verilerine g\u00f6z atmakta fayda var.<\/p>\n
2015\u2019in sonlar\u0131na do\u011fru y\u00fczde 3,9\u2019luk bir b\u00fcy\u00fcme g\u00f6steren reklam harcamalar\u0131 2016 i\u00e7in y\u00fczde 4,7\u2019lik bir tahminle kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Medya ve pazarlama harcamalar\u0131 ise tahmini olarak 1 trilyon dolara yakla\u015f\u0131k g\u00f6r\u00fcn\u00fcyor. Gittik\u00e7e kendini b\u00fcy\u00fcten internet reklamlar\u0131n\u0131n harcamalar\u0131na bakt\u0131\u011f\u0131m\u0131zda globalde 158 milyar dolar harcama g\u00f6r\u00fcn\u00fcyor, bu da 2016 y\u0131l\u0131nda internetin t\u00fcm mecralardan ald\u0131\u011f\u0131 pay\u0131n y\u00fczde 31,9 lara ula\u015faca\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n
Peki bu reklam harcamalar\u0131 hangi mecralara yat\u0131r\u0131m oluyor?<\/p>\n
Klasik kitle ileti\u015fim ara\u00e7lar\u0131yla dijital medya ara\u00e7lar\u0131n\u0131n ezeli rekabetini oldum olas\u0131 hepimiz biliyoruz. Dijital medya her ne kadar \u00f6n planda olsa da hala rekabette oldu\u011fu baz\u0131 klasik kitle ara\u00e7lar\u0131 var. Yap\u0131lan mecra harcamalar\u0131n\u0131n oranlar\u0131na bakarak bunu \u00f6\u011frenebiliriz.<\/p>\n
Y\u00fczde 53.8 oran\u0131ndaki harcamas\u0131yla medya y\u00fczde 46.2 ile klasik pazarlama anlay\u0131\u015f\u0131n\u0131 geride b\u0131rak\u0131yor. As\u0131l problem bu y\u00fczde 53.8lik medya harcamas\u0131n\u0131n hangi mecralara yap\u0131ld\u0131\u011f\u0131. Bir \u00e7ok ki\u015fi internetjin art\u0131k en etkili kitle ileti\u015fim arac\u0131 oldu\u011funu d\u00fc\u015f\u00fcnse de yan\u0131lma paylar\u0131 var. \u00c7\u00fcnk\u00fc \u00e7\u0131kt\u0131\u011f\u0131 ilk g\u00fcnden beri televizyon en etkili kitle ileti\u015fim arac\u0131 olma taht\u0131ndan inmiyor. Evet y\u00fczde 22.6 oran\u0131yla televizyon y\u00fczde 15.1 oran\u0131yla interneti ge\u00e7iyor. Televizyon hala t\u00fcketiciler g\u00f6z\u00fcnde bir numaral\u0131 kitle ileti\u015fim arac\u0131. Ancak di\u011fer klasik mecralar i\u00e7in ayn\u0131 \u015feyi s\u00f6yleyemeyiz. Y\u00fczde 6.1 ile gazete ve y\u00fczde 4.2 ile dergiye bakt\u0131\u011f\u0131m\u0131zda ise bas\u0131l\u0131 medyan\u0131n g\u00fcnden g\u00fcne yok oldu\u011funu g\u00f6rmekteyiz. Y\u00fczde 3.2 lik bir orana sahip olan a\u00e7\u0131k hava ve y\u00fczde 2.4\u2019le radyo reklamlar\u0131 da dijital medyan\u0131n silip s\u00fcp\u00fcrd\u00fckleri aras\u0131nda yerini al\u0131yor.\u00a0 Klasik pazarlama anlay\u0131\u015f\u0131na yap\u0131lan harcamaya bakt\u0131\u011f\u0131m\u0131zda ise y\u00fczde 33.3 \u00fcn do\u011frudan pazarlamaya yat\u0131r\u0131m yap\u0131ld\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/p>\n
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Her ge\u00e7en g\u00fcn hayat\u0131m\u0131za giren bir\u00e7ok yeni reklam var.\u00a0 Rekabetin g\u00fcnden g\u00fcne artmas\u0131yla global ve yerel bazda olmak \u00fczere bir\u00e7ok firma her g\u00fcn milyonlarca reklam harcamas\u0131nda bulunuyor. Dolay\u0131s\u0131yla 2016\u2019n\u0131n ilk zamanlar\u0131n\u0131 ya\u015farken 2015\u2019in global reklam pazar\u0131 verilerine g\u00f6z atmakta fayda var. 2015\u2019in sonlar\u0131na do\u011fru y\u00fczde 3,9\u2019luk bir b\u00fcy\u00fcme g\u00f6steren reklam harcamalar\u0131 2016 i\u00e7in y\u00fczde 4,7\u2019lik…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[533],"tags":[535,560,755,756,757,678],"yst_prominent_words":[],"class_list":["post-31423","post","type-post","status-publish","format-standard","hentry","category-blog-en","tag-dijital-medya-en","tag-dijital-reklamcilik-en","tag-global-en","tag-harcama-en","tag-marketing-en","tag-reklam-en"],"_links":{"self":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts\/31423","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/comments?post=31423"}],"version-history":[{"count":0,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts\/31423\/revisions"}],"wp:attachment":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/media?parent=31423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/categories?post=31423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/tags?post=31423"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/yst_prominent_words?post=31423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}