{"id":14282,"date":"2017-04-16T06:15:00","date_gmt":"2017-04-16T06:15:00","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=14282"},"modified":"2017-04-16T06:15:00","modified_gmt":"2017-04-16T06:15:00","slug":"reklamin-teknolojisi","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2017\/04\/16\/reklamin-teknolojisi\/","title":{"rendered":"Reklam\u0131n teknolojisi"},"content":{"rendered":"<p><a href=\"https:\/\/atif.unaldi.org\/blog\/?attachment_id=14285\" rel=\"attachment wp-att-14285\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-14285\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2017\/04\/sliderr.png?w=662\" alt=\"\" width=\"662\" height=\"259\" \/><\/a>Bir s\u00fcre \u00f6nce televizyonda seyretti\u011fim reklamlar\u0131n i\u00e7eri\u011finden rahats\u0131z olup twitter\u2019da bir payla\u015f\u0131mda bulundum. Ben bir s\u00fcredir Super Bowl reklamlar\u0131 haricinde, i\u00e7eri\u011fi hat\u0131rlanan reklamlar \u00fcretildi\u011fine inanm\u0131yorum. T\u00fcrkiye\u2019de ise bu durum \u201caganigi\u201d d\u00f6neminde bitti. Son d\u00f6nemde i\u00e7eri\u011fi konu\u015fulan reklamlar art\u0131k neredeyse hi\u00e7 yok.<br \/>\nYani bir s\u00fcredir reklamc\u0131lar zapping yapan seyirciler ve 2 saniyede ge\u00e7ilen reklamlar \u00fcretmekten ileri gidemedi. Bu durum o kadar kan\u0131ksand\u0131 ki; sunucular reklama ge\u00e7erken, bizden ayr\u0131lmay\u0131n, mutlaka geri d\u00f6n\u00fcn gibi c\u00fcmleler kurma gere\u011fi duymaya ba\u015flad\u0131lar. Yani reklamlar art\u0131k yap\u0131mc\u0131lar ve izleyiciler i\u00e7in yap\u0131lmas\u0131 zorunlu ve mutsuzluk veren i\u015fler aras\u0131na girdi.<br \/>\nTelevizyonlardaki reklamlardaki problemler, dijital d\u00fcnyaya da aynen yans\u0131d\u0131. \u00d6nce k\u00f6t\u00fc banner \u00e7al\u0131\u015fmalar\u0131 ve i\u00e7eri\u011fi a\u015fa\u011f\u0131lara iten reklamlar, arkas\u0131ndan video\u2019nun \u00f6n\u00fcne ortas\u0131na arkas\u0131na derken b\u00fct\u00fcn sayfay\u0131 kapatan ve a\u00e7\u0131lmad\u0131\u011f\u0131 zaman i\u00e7eri\u011fi tamamen kaybeden reklamc\u0131l\u0131k moda olmaya ba\u015flad\u0131.<br \/>\nHalbuki reklamc\u0131l\u0131k ekosisteminin arzusu satt\u0131ran, kesintiye u\u011fratmayan reklamlard\u0131. Hepimiz, dizide karakter oyuncusunun \u00fczerindeki ceketi bir tu\u015fla almay\u0131 ba\u015farabilen bir senaryoyu hayal ediyorduk. Reklamlar, i\u00e7eri\u011fin kitlesiyle aras\u0131nda baraj olmak yerine, \u00fcr\u00fcne ula\u015f\u0131m\u0131 kolayla\u015ft\u0131rmal\u0131, hizmetin g\u00fczelli\u011fini ya\u015fatmal\u0131yd\u0131.<br \/>\nBen bunlar\u0131 twitter\u2019\u0131n imkanlar\u0131 dahilinde yazarken, kar\u015f\u0131ma dijital\u2019de bu konular\u0131 ger\u00e7ekten iyi yapan bir ajans \u00e7\u0131kt\u0131. Adcolony\u2026. Asl\u0131nda adcolony taraf\u0131ndan sat\u0131n al\u0131nan mobilike.<br \/>\nBen reklam end\u00fcstrisinde bitmeyen \u00f6d\u00fcl t\u00f6renleri nedeniyle al\u0131nan \u00f6d\u00fcllere pek de inanmam. Ortalama bir ajans\u0131n kap\u0131s\u0131nda, dinlenme odas\u0131nda 40-50 aras\u0131 \u00f6d\u00fcl bulunur. \u00c7o\u011funlukla da bu kadar \u00f6d\u00fcl verilen bir end\u00fcstride, e\u011fer \u00f6d\u00fcl\u00fc yoksa ya yeni ba\u015flam\u0131\u015ft\u0131r ya da as\u0131l i\u015fi reklamc\u0131l\u0131k de\u011fildir diye d\u00fc\u015f\u00fcn\u00fcr\u00fcm.<br \/>\nMobilike ekibini bir iki tane reklam senaryosu anlatt\u0131. Dinledi\u011fimde dijital reklamc\u0131l\u0131\u011f\u0131n nas\u0131l ilgin\u00e7 bir hal alabilece\u011fini g\u00f6rd\u00fcm. \u0130lk senaryo sevgililer g\u00fcn\u00fc ile ilgiliydi. Ayn\u0131 wifi \u00fczerinden ba\u011flanan iki farkl\u0131 ki\u015finin birine reklam sevgililer g\u00fcn\u00fcnde ne istedi\u011fini soruyor. Di\u011ferine ise bu bilgiyi ve alaca\u011f\u0131 web sitesinin bilgisini iletiyor. Teknik anlamda \u00e7ok zor olmasa da yarat\u0131c\u0131l\u0131k var. \u00dcstelik bu yarat\u0131c\u0131l\u0131k dijital taraf\u0131 da i\u00e7eriyor. Ben ce zekice kurgulanm\u0131\u015f.<br \/>\nYine bu ajans\u0131n \u015farj\u0131 bitmek \u00fczere olan ki\u015filerin bu bilglerinden yola \u00e7\u0131karak, asl\u0131nda \u015farj\u0131 daha uzun s\u00fcre dayanan bir telefonun reklam\u0131n\u0131 yapmalar\u0131 yine ayn\u0131 derecede dijital bir bak\u0131\u015f a\u00e7\u0131s\u0131 i\u00e7eriyor.<br \/>\nSon d\u00f6nemde \u00f6zellikle uygulamlar arac\u0131l\u0131\u011f\u0131 ile al\u0131nan bilgilerden yola \u00e7\u0131karak, yapay zeka ile birle\u015ftirilmi\u015f \u00f6zel CRM uygulamalar\u0131n\u0131 \u00e7ok\u00e7a duyuyorum. Belki pek etik de\u011fil ama, taksi kiralama servislerinin, pili bitmekte olan telefonlara y\u00fcksek fiyat uygulamas\u0131 yapt\u0131klar\u0131, bu sayede kullan\u0131c\u0131y\u0131 almak zorunda b\u0131rakt\u0131klar\u0131 kulaktan kula\u011fa dola\u015fan bir dedikodu. Ben do\u011fru olmad\u0131\u011f\u0131na inanmak istiyorum.<br \/>\nSon d\u00f6nemde yine ba\u015fka bir dijital ajans\u0131n, Las Vegas\u2019\u0131n en b\u00fcy\u00fck otellerinden birinde,\u00a0 concierge servisini yapay zekaya ba\u011fl\u0131 bir mobil uygulama ile yapt\u0131klar\u0131n\u0131 duydum.<br \/>\nDijital ajanslar bir d\u00f6nem 360 derece bir yakla\u015f\u0131m ile, konvansiyonel reklama da el atm\u0131\u015flard\u0131. Ancak g\u00f6r\u00fcnen o ki; art\u0131k bu bu ajanslar\u0131n b\u00f6yle bir yeni yakla\u015f\u0131ma ihtiya\u00e7lar\u0131 kalmam\u0131\u015f. \u00c7o\u011funlukla dijitalin yeni derinliklerine dalmaya ba\u015flam\u0131\u015flar. \u0130\u00e7eri\u011fin bu noktada daha kaliteli ve\/veya kuvvetli bir dijital deneyim ya\u015fat\u0131r hale geldi\u011fini g\u00f6r\u00fcyoruz.<br \/>\nKonvansiyonel mecra\u2019da ise ayn\u0131 de\u011fi\u015fimi hissedemiyoruz. Teknoloji geli\u015fiyor, insanlar yenilikleri deneyimlemek istiyorlar, ancak geleneksel reklamc\u0131lar mecran\u0131n g\u00fcc\u00fcne s\u0131rtlar\u0131n\u0131 yaslam\u0131\u015f durumdalar. Amerika\u2019da super bowl\u2019un y\u00fcksek mecra maliyetlerini g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda, i\u00e7eri\u011fi g\u00fc\u00e7lendirmek gibi bir gereklili\u011fin olu\u015ftu\u011funu net olarak g\u00f6rebiliyoruz. Ancak T\u00fcrkiye\u2019de rekabetin fiyat dengesi \u00fczerinde yol ald\u0131\u011f\u0131 mecralar i\u00e7in maliyeti i\u00e7erikle artt\u0131rmak reklam verene belli ki zul geliyor.<br \/>\nBu nedenle televizyonlarda her g\u00fcn daha k\u00f6t\u00fc reklamlar ve daha fazla reklam ge\u00e7en kitle olu\u015fuyor. Youtube\u2019de video seyrederken gelen reklamlar\u0131 ge\u00e7meyi 2 ya\u015f\u0131ndaki k\u0131z\u0131m bile \u00f6\u011frenmi\u015f durumda. Hatta o 4 saniyeyi beklemekte zorlan\u0131yor. Ekosistemin bu \u015fekilde ne konvansiyonelde ne de dijital mecrada var olmas\u0131 m\u00fcmk\u00fcn g\u00f6r\u00fcnm\u00fcyor. San\u0131yorum bu nedenle affiliate pazarlama gibi yeni alanlar daha fazla ra\u011fbet g\u00f6r\u00fcr hale geldi.<br \/>\n\u0130\u00e7erik kalitesini artt\u0131rmadan, reklamc\u0131l\u0131\u011f\u0131n daha ba\u015far\u0131l\u0131 olmas\u0131n\u0131 beklemek hi\u00e7 mant\u0131kl\u0131 olmayacakt\u0131r. Bunun i\u00e7in de tersten bakarsak, mecralar\u0131n fiyat rekabetine girmemeleri gerekiyor. Ajanslar\u0131n i\u00e7erik \u00fcretiminden fatura kesemedi\u011fi bir d\u00fcnyada, mecra gelirlerinden olu\u015fan komisyon da d\u00fc\u015ferse, bunun sonu sadece zapping olur.<br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bir s\u00fcre \u00f6nce televizyonda seyretti\u011fim reklamlar\u0131n i\u00e7eri\u011finden rahats\u0131z olup twitter\u2019da bir payla\u015f\u0131mda bulundum. Ben bir s\u00fcredir Super Bowl reklamlar\u0131 haricinde, i\u00e7eri\u011fi hat\u0131rlanan reklamlar \u00fcretildi\u011fine inanm\u0131yorum. T\u00fcrkiye\u2019de ise bu durum \u201caganigi\u201d d\u00f6neminde bitti. Son d\u00f6nemde i\u00e7eri\u011fi&#8230;<\/p>\n","protected":false},"author":2,"featured_media":14284,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-14282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Reklam\u0131n teknolojisi - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2017\/04\/16\/reklamin-teknolojisi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reklam\u0131n teknolojisi - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Bir s\u00fcre \u00f6nce televizyonda seyretti\u011fim reklamlar\u0131n i\u00e7eri\u011finden rahats\u0131z olup twitter\u2019da bir payla\u015f\u0131mda bulundum. Ben bir s\u00fcredir Super Bowl reklamlar\u0131 haricinde, i\u00e7eri\u011fi hat\u0131rlanan reklamlar \u00fcretildi\u011fine inanm\u0131yorum. T\u00fcrkiye\u2019de ise bu durum \u201caganigi\u201d d\u00f6neminde bitti. 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Bir \u00e7ok radyo ve televizyonda program yap\u0131mc\u0131l\u0131\u011f\u0131 ve sunuculu\u011funu, bir \u00e7ok teknoloji dergisinde k\u00f6\u015fe yazarl\u0131\u011f\u0131, bili\u015fim edit\u00f6rl\u00fc\u011f\u00fc ve genel yay\u0131n y\u00f6netmenli\u011fi yapt\u0131. T\u00fcrkiye\u2019deki ilk internet servis sa\u011flay\u0131c\u0131s\u0131n\u0131n genel m\u00fcd\u00fcrl\u00fc\u011f\u00fcn\u00fc \u00fcstlendi. Bir \u00e7ok organizasyon ve kurulu\u015fta internet s\u00fcperviz\u00f6rl\u00fc\u011f\u00fc , webmaster\u2019l\u0131\u011f\u0131 , IT direkt\u00f6rl\u00fc\u011f\u00fc ve dijital projeler koordinat\u00f6rl\u00fc\u011f\u00fc g\u00f6revlerinde bulundu. 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