{"id":54301,"date":"2021-06-08T10:52:49","date_gmt":"2021-06-08T07:52:49","guid":{"rendered":"https:\/\/www.bghaber.org\/bghaber\/?p=54301"},"modified":"2021-06-08T10:52:49","modified_gmt":"2021-06-08T07:52:49","slug":"turkiye-dijital-reklam-yatirimlarinda-avrupada-en-fazla-buyume-gosteren-ulke-oldu","status":"publish","type":"post","link":"https:\/\/www.bghaber.org\/bghaber\/turkiye-dijital-reklam-yatirimlarinda-avrupada-en-fazla-buyume-gosteren-ulke-oldu\/","title":{"rendered":"T\u00fcrkiye, dijital reklam yat\u0131r\u0131mlar\u0131nda Avrupa’da en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke oldu"},"content":{"rendered":"

AdEx Benchmark Raporu’na g\u00f6re, Avrupa’da dijital reklam yat\u0131r\u0131mlar\u0131 ge\u00e7en y\u0131l y\u00fczde 6,3 b\u00fcy\u00fcyerek 70 milyar avroya yakla\u015f\u0131rken, T\u00fcrkiye y\u00fczde 34,8 ile dijital reklam yat\u0131r\u0131mlar\u0131nda en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke oldu.<\/h2>\n
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AdEx Benchmark Raporu’na g\u00f6re, Avrupa’da dijital reklam yat\u0131r\u0131mlar\u0131 ge\u00e7en y\u0131l y\u00fczde 6,3 b\u00fcy\u00fcyerek 70 milyar avroya yakla\u015f\u0131rken,\u00a0T\u00fcrkiye<\/a>\u00a0y\u00fczde 34,8 ile dijital reklam yat\u0131r\u0131mlar\u0131nda en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke oldu.<\/p>\n

IAB Avrupa a\u00e7\u0131klamas\u0131na g\u00f6re, IAB Avrupa AdEx Benchmark ara\u015ft\u0131rmas\u0131, dijital reklam pazar\u0131n\u0131, “Display”, “Arama Motoru” ve “\u0130lan Sayfalar\u0131” olmak \u00fczere \u00fc\u00e7 ana ba\u015fl\u0131kta inceliyor. Bu formatlardaki b\u00fcy\u00fcme, geli\u015fen cihaz kullan\u0131m\u0131 ve t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131ndaki de\u011fi\u015fikliklerle de destekleniyor.<\/p>\n

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AdEx Benchmark \u00e7al\u0131\u015fmas\u0131, 15 y\u0131ldan beri, 28 \u00fclke pazar\u0131n\u0131 kapsayan Avrupa’da reklam yat\u0131r\u0131mlar\u0131 i\u00e7in bir rehber \u00f6zelli\u011fi ta\u015f\u0131yor. AdEx Benchmark Raporu’na g\u00f6re, Avrupa’da dijital reklam yat\u0131r\u0131mlar\u0131 2020’de y\u00fczde 6,3 artarak 69 milyar avroya ula\u015ft\u0131. T\u00fcrkiye, y\u00fczde 34,8 ile reklam yat\u0131r\u0131mlar\u0131 a\u00e7\u0131s\u0131ndan en fazla b\u00fcy\u00fcme g\u00f6steren \u00fclke olurken, Avrupa’n\u0131n b\u00fcy\u00fcme g\u00f6steren ilk 10 pazar\u0131 (\u0130ngiltere,\u00a0Almanya<\/a>,\u00a0Fransa<\/a>,\u00a0Rusya<\/a>,\u00a0\u0130talya<\/a>,\u00a0\u0130spanya<\/a>,\u00a0\u0130sve\u00e7<\/a>,\u00a0Hollanda<\/a>, T\u00fcrkiye,\u00a0\u0130svi\u00e7re<\/a>) i\u00e7inde yer ald\u0131. Rapora g\u00f6re 3 \u00fclkenin (\u00a0Bel\u00e7ika<\/a>, \u0130spanya,\u00a0Belarus<\/a>) dijital reklam yat\u0131r\u0131mlar\u0131nda d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131.<\/p>\n

\u0130talya, \u0130spanya, Fransa ve \u0130ngiltere gibi dijital reklam yat\u0131r\u0131m\u0131n en b\u00fcy\u00fck oldu\u011fu \u00fclkelerde dengeli b\u00fcy\u00fcmeler ya\u015fan\u0131rken Almanya y\u00fczde 10,4’l\u00fck bir b\u00fcy\u00fcme ger\u00e7ekle\u015ftirdi.<\/p>\n

Avrupa’da g\u00f6r\u00fcnt\u00fcl\u00fc reklamc\u0131l\u0131k y\u00fczde 9,1 b\u00fcy\u00fcme kaydetti<\/strong><\/p>\n

E-ticaretin b\u00fcy\u00fcmesi, 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 y\u00fczde 15,9 b\u00fcy\u00fcme g\u00f6sterirken, video y\u00fczde 16,3 b\u00fcy\u00fcd\u00fc. T\u00fcrkiye, sosyal medyada y\u00fczde 44,8, g\u00f6r\u00fcnt\u00fcl\u00fc reklamda y\u00fczde 33,8 b\u00fcy\u00fcme ile Avrupa’da en \u00e7ok b\u00fcy\u00fcme kaydeden \u00fclke oldu. Videoda ise y\u00fczde 52,1 b\u00fcy\u00fcme ile Rusya’n\u0131n ard\u0131ndan 2. b\u00fcy\u00fcyen pazar olurken, video pay\u0131nda Avrupa’da ilk 10 i\u00e7inde yer ald\u0131. Avrupa’da arama reklamc\u0131l\u0131\u011f\u0131 y\u00fczde 7,9, display (g\u00f6r\u00fcnt\u00fcl\u00fc) reklamc\u0131l\u0131k ise y\u00fczde 9,1 b\u00fcy\u00fcme kaydetti.<\/p>\n

Avrupa’da ilan ve sat\u0131\u015f ortakl\u0131\u011f\u0131 (affiliate) alan\u0131nda sadece 8 \u00fclke (T\u00fcrkiye,\u00a0S\u0131rbistan<\/a>,\u00a0Ukrayna<\/a>,\u00a0Bulgaristan<\/a>, Fransa, \u00c7ekya,\u00a0H\u0131rvatistan<\/a>,\u00a0Romanya<\/a>) b\u00fcy\u00fcme g\u00f6sterirken, T\u00fcrkiye y\u00fczde 23,3 b\u00fcy\u00fcme ile ilk s\u0131rada yer ald\u0131.<\/p>\n

Rapora g\u00f6re dijital ses pazar\u0131, dijital reklamc\u0131l\u0131k pazar\u0131n\u0131n y\u00fczde 1’in biraz alt\u0131nda kalmas\u0131na ra\u011fmen, toplam 500 milyon avroluk bir de\u011feri temsil ediyor. AdEx Kar\u015f\u0131la\u015ft\u0131rma raporunda ilk kez dijital ses rakamlar\u0131 da yer ald\u0131.<\/p>\n

“Sekt\u00f6r\u00fcn 2021’de geli\u015fmeye devam edece\u011fine inan\u0131yoruz”<\/p>\n

A\u00e7\u0131klamada g\u00f6r\u00fc\u015flerine yer verilen IAB Y\u00f6netim Kurulu Ba\u015fkan\u0131 Ay\u015fen Akal\u0131n, “T\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’daki \u00fclkeler aras\u0131nda en gerilerde yer almaktad\u0131r. Bu da T\u00fcrkiye’de ger\u00e7ekle\u015fen dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n b\u00fcy\u00fcme potansiyelini g\u00f6stermektedir.” ifadelerini kulland\u0131.<\/p>\n

IAB Avrupa \u00dcst Y\u00f6neticisi (CEO<\/a>) Townsend Feehand ise, “Tahmin 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 ama\u00e7l\u0131 bir sekt\u00f6r derne\u011fi olarak, Kovid-19’un yat\u0131r\u0131mlar \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 inan\u0131yoruz.” de\u011ferlendirmesinde bulundu.<\/p>\n

IAB Avrupa Ba\u015f Ekonomisti Dr. Daniel Knapp da dijital reklamc\u0131l\u0131\u011f\u0131n 2020’de k\u00f6t\u00fc bir y\u0131l de\u011fil, sadece k\u00f6t\u00fc bir \u00e7eyrek ge\u00e7irdi\u011fini belirterek, \u015funlar\u0131 kaydetti:<\/p>\n

“D\u00f6rd\u00fcnc\u00fc \u00e7eyrekte \u00e7ift haneli b\u00fcy\u00fcmeden \u00f6nce, \u00fc\u00e7\u00fcnc\u00fc \u00e7eyrekte 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 markala\u015fmada h\u0131zl\u0131 bir art\u0131\u015f ger\u00e7ekle\u015fti. 2020, insanlar\u0131n t\u00fcketim \u015feklini ve \u015firketlerin \u00e7al\u0131\u015fma \u015feklini de\u011fi\u015ftiren, h\u0131zl\u0131 ilerleyen uzun vadeli sosyo-ekonomik d\u00f6n\u00fc\u015f\u00fcmlere yol a\u00e7an bir y\u0131l oldu. Bu durum dijital reklamc\u0131l\u0131k i\u00e7in verimli bir zemin sa\u011flarken sekt\u00f6r\u00fcn 2021’de b\u00fcy\u00fcmesini h\u0131zland\u0131rmas\u0131n\u0131 bekliyoruz.”<\/p>\n<\/div>\n

Kaynak: AA<\/div>\n<\/div>\n
Reklamlar<\/div>