{"id":9137,"date":"2013-08-25T07:59:00","date_gmt":"2013-08-25T07:59:00","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/2013\/08\/25\/her-5-dolarin-biri-dijitalde-harcaniyor-gazete-vatan\/"},"modified":"2013-08-25T07:59:00","modified_gmt":"2013-08-25T07:59:00","slug":"her-5-dolarin-biri-dijitalde-harcaniyor-gazete-vatan","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2013\/08\/25\/her-5-dolarin-biri-dijitalde-harcaniyor-gazete-vatan\/","title":{"rendered":"Her 5 dolar\u0131n biri dijitalde harcan\u0131yor | GAZETE VATAN"},"content":{"rendered":"

http:\/\/haber.gazetevatan.com\/her-5-dolarin-biri-dijitalde-harcaniyor\/564143\/4\/yazarlar<\/a><\/p>\n

Her 5 dolar\u0131n biri dijitalde harcan\u0131yor<\/h1>\n

Reklamverenler Derne\u011fi Ba\u015fkan\u0131 Ahmet Pura, \u201cD\u00fcnyada her be\u015f dolardan biri dijitalde harcan\u0131yor. Bu, d\u00fcnya ortalamas\u0131n\u0131n \u00fcst\u00fcnde h\u0131zla b\u00fcy\u00fcyen \u00fclkemize de yans\u0131yacak\u201d dedi.<\/p>\n

Reklam sekt\u00f6r\u00fc dedi\u011fimizde ilk akla gelen isimlerden biri Ahmet Pura. D\u00fcnyada reklam yat\u0131r\u0131mlar\u0131yla ilgili bir de\u011fi\u015fim ve d\u00f6n\u00fc\u015f\u00fcm ya\u015fan\u0131yor. Dijital devrim her sekt\u00f6r\u00fc oldu\u011fu gibi reklam sekt\u00f6r\u00fcn\u00fc de etkiledi ve de\u011fi\u015ftiriyor.<\/p>\n

Reklam yat\u0131r\u0131mlar\u0131n\u0131 konu\u015fmak i\u00e7in Reklamverenler Derne\u011fi\u2019nin Levent\u2019teki merkezinde Ahmet Pura\u2019yla bulu\u015ftuk.<\/p>\n

Ahmet Pura ayn\u0131 zamanda IAB ve KTSD (Kozmetik ve Temizlik \u00dcr\u00fcnleri Derne\u011fi) ve TOBB Kozmetik ve Temizlik \u00dcr\u00fcnleri Sanayi Meclisi Ba\u015fkan\u0131.<\/p>\n

Olumlu geli\u015fme var<\/strong><\/p>\n

– 2013 nas\u0131l bir y\u0131l oldu? Nas\u0131l ge\u00e7iyor? Beklentiler kar\u015f\u0131land\u0131 m\u0131? Ekonomik dengeler de\u011fi\u015fiyor. Yurtd\u0131\u015f\u0131nda da b\u00fcy\u00fck s\u0131k\u0131nt\u0131 var ve bundan global \u015firketler etkileniyor. Bu T\u00fcrkiye\u2019yi nas\u0131l etkiledi?<\/strong><\/p>\n

Son y\u0131llarda reklamc\u0131l\u0131k ad\u0131na olduk\u00e7a olumlu geli\u015fmeler ya\u015fad\u0131k ancak d\u00fcnya genelindeki mali kriz T\u00fcrkiye\u2019ye, dolay\u0131s\u0131yla markalara ve reklamc\u0131l\u0131k sekt\u00f6r\u00fcne de yans\u0131d\u0131. 2012 y\u0131l\u0131 ba\u015f\u0131nda toplam reklam yat\u0131r\u0131mlar\u0131n\u0131n y\u00fczde 15 b\u00fcy\u00fcmesini beklerken y\u0131l sonunda y\u00fczde 10\u2019luk bir b\u00fcy\u00fcmeyle kar\u015f\u0131la\u015fm\u0131\u015ft\u0131k. Bunun mali kriz nedeniyle markalar\u0131n daha temkinli bir d\u00f6nemden ge\u00e7mesinden kaynakland\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz. 2013 y\u0131l\u0131 sonu i\u00e7in verdi\u011fimiz 5 milyar liral\u0131k toplam yat\u0131r\u0131m hedefi, 2012 sonunda 5.1 milyar lira ile ger\u00e7ekle\u015fmi\u015f oldu. 2013 i\u00e7in y\u00fczde 15\u2019lik b\u00fcy\u00fcme varsay\u0131m\u0131yla bu hedefin 5.8 milyar lira olarak ger\u00e7ekle\u015fece\u011fini umuyoruz.
\n\"240820132101053308064_4.jpg\"<\/p>\n

\u00c7ok bilinmeyenli…<\/strong><\/p>\n

– Dijital d\u00fcnyadaki h\u0131zl\u0131 de\u011fi\u015fim reklam sekt\u00f6r\u00fcn\u00fc \u00e7ok etkiliyor. Bu de\u011fi\u015fim en \u00e7ok hangi noktalarda hissediliyor?<\/strong><\/p>\n

G\u00fcn\u00fcm\u00fcz reklamvereni adeta \u00e7ok bilinmeyenli bir denklemle kar\u015f\u0131 kar\u015f\u0131ya. Hedef kitlesine nerede, ne zaman, nas\u0131l ve ne t\u00fcr bir i\u00e7erikle ula\u015faca\u011f\u0131n\u0131; ondan gelen geri bildirimi, d\u00fc\u015f\u00fcnceyi, g\u00f6r\u00fc\u015f\u00fc ne h\u0131zda, nas\u0131l de\u011ferlendirip yarar \u00fcretece\u011fini hesaplamak zorunda.<\/p>\n

– Dijital devrim sek\u00f6t\u00f6r\u00fc de d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor…<\/strong><\/p>\n

Marshall McLuhan ve Barington Nevitt, 1972\u2019de birlikte yazd\u0131klar\u0131 \u201cTake Today\u201d isimli kitapta elektronik ileti\u015fim sayesinde t\u00fcketicinin \u00fcreticiye d\u00f6n\u00fc\u015fece\u011fini \u00f6ng\u00f6rm\u00fc\u015ft\u00fc. Producer ve consumer kelimelerinden t\u00fcretilen \u201cprosumer\u201d, yani \u00fcreten t\u00fcketici kavram\u0131 ilk kez 1970 y\u0131l\u0131nda Alvin Toffler taraf\u0131ndan dile getirilmi\u015fti. Geli\u015fmeler gelece\u011fe dair \u00f6ng\u00f6r\u00fcde bulunanlar\u0131 fazlas\u0131yla hakl\u0131 \u00e7\u0131kard\u0131. T\u00fcketici art\u0131k duygu ve d\u00fc\u015f\u00fcncelerini, \u00f6nerilerini do\u011frudan \u00fcreticiyle payla\u015fabiliyor, yani \u00fcretim s\u00fcrecine zihinsel katk\u0131 sa\u011fl\u0131yor, dilerse, g\u00f6r\u00fc\u015f ve d\u00fc\u015f\u00fcncelerini sosyal medya arac\u0131l\u0131\u011f\u0131yla d\u00fcnyayla payla\u015fabiliyor. Art\u0131k markalar fiziki s\u0131n\u0131rlar\u0131n ge\u00e7erli olmad\u0131\u011f\u0131 bir d\u00fcnyada \u00fcretime katk\u0131 verebilen, t\u00fcketim kararlar\u0131n\u0131 etkileyebilen; \u00fcstelik bunu ak\u0131ll\u0131 telefonlar, tabletler ve ta\u015f\u0131nabilir bilgisayarlar \u00fczerinden her an her yerden yapabilen yani kesintisiz \u015fekilde ba\u011flant\u0131da (connected) olan bir t\u00fcketiciyle ileti\u015fim kurmak zorunda.<\/p>\n

– Bu de\u011fi\u015fimi okuyan markalar var okuyamayanlar var…<\/strong><\/p>\n

\u00c7o\u011fu marka bu yeni kanala ayak uydurmakta zorlan\u0131yor veya teredd\u00fct i\u00e7inde, olanlar\u0131 seyrediyorlar.<\/p>\n

Olanlar\u0131 seyrediyorlar<\/strong><\/p>\n

– Peki dijitalin pay\u0131 ne kadar sekt\u00f6rde?<\/strong><\/p>\n

Dijital her y\u0131l \u00e7ift haneli oranlarla b\u00fcy\u00fcyor. IAB T\u00fcrkiye verilerine g\u00f6re, 2012 sonunda y\u00fczde 30.4\u2019l\u00fck bir b\u00fcy\u00fcmeyle 943 milyon TL\u2019ye ula\u015ft\u0131, 1 milyar s\u0131n\u0131r\u0131na dayand\u0131. Bu performans dijitali, toplamdan ald\u0131\u011f\u0131 pay itibar\u0131yla 3. b\u00fcy\u00fck mecra konumuna getirdi. Ara\u015ft\u0131rma, internetin t\u00fcm reklam sekt\u00f6r\u00fc i\u00e7inde en iyi performans\u0131 g\u00f6steren mecra oldu\u011funu ortaya koydu. Avrupa\u2019da toplam pazar 24.3 milyar Euro\u2019ya ula\u015f\u0131rken, dijital yat\u0131r\u0131mlarda en fazla b\u00fcy\u00fcyen iki \u00fclkenin y\u00fczde 34\u2019le Rusya ve y\u00fczde 30.4 ile T\u00fcrkiye olmas\u0131 dikkat \u00e7ekti. E-marketer verilerine g\u00f6re d\u00fcnyada her 5 $\u2019dan 1\u2019i dijitalde harcan\u0131yor. Bu oran, d\u00fcnya ortalamas\u0131n\u0131n \u00fcst\u00fcnde bir h\u0131zla b\u00fcy\u00fcyen \u00fclkemize yans\u0131yacakt\u0131r. Dijitalin 2016\u2019da ikinci b\u00fcy\u00fck mecra konumuna gelmesi ger\u00e7ek\u00e7i bir beklenti.<\/p>\n

2013\u2019te y\u00fczde 15 b\u00fcy\u00fcme bekliyoruz<\/strong><\/p>\n

– ABD ve AB ile kar\u015f\u0131la\u015ft\u0131rd\u0131\u011f\u0131m\u0131zda T\u00fcrkiye\u2019deki rakamlar nas\u0131l? Baz\u0131 Avrupa \u00fclkelerindeki durgunluk reklam sekt\u00f6r\u00fcn\u00fc \u00e7ok etkiledi…<\/strong><\/p>\n

T\u00fcrkiye\u2019nin 2012 y\u0131l\u0131 toplam yat\u0131r\u0131mlar\u0131 2.9 milyar dolar, \u0130ngiltere\u2019nin 20 milyar dolar, Almanya\u2019n\u0131n 21 milyar dolar, Hollanda\u2019n\u0131n 3.1 milyar dolar, ABD\u2019nin 140 milyar. Bu sonu\u00e7lara bakan herkesin T\u00fcrkiye\u2019nin n\u00fcfus konumu ve ekonomisindeki olumlu geli\u015fmeler do\u011frultusunda reklam yat\u0131r\u0131mlar\u0131n\u0131n \u00e7ok daha farkl\u0131 boyutta olmas\u0131n\u0131 d\u00fc\u015f\u00fcnmeye hakk\u0131 var. 2011 y\u0131l\u0131nda reklam yat\u0131r\u0131mlar\u0131nda d\u00fcnya y\u00fczde 7 b\u00fcy\u00fcrken, T\u00fcrkiye y\u00fczde 20 b\u00fcy\u00fcm\u00fc\u015ft\u00fcr. 2012 y\u0131l\u0131nda d\u00fcnya y\u00fczde 3 b\u00fcy\u00fcrken, T\u00fcrkiye y\u00fczde10 b\u00fcy\u00fcd\u00fc. 2013\u2019de ise yakla\u015f\u0131k y\u00fczde 5 b\u00fcy\u00fcme tahmin edilen d\u00fcnya yat\u0131r\u0131mlar\u0131 do\u011frultusunda T\u00fcrkiye\u2019de de en az y\u00fczde 15 b\u00fcy\u00fcme beklemekteyiz. 2012 Davos\u2019da D\u00fcnya Ekonomik Forum toplant\u0131lar\u0131nda \u00f6zellikle Endonezya Yarat\u0131c\u0131 Ekonomi Bakan\u0131 Pangestu \u00f6n\u00fcm\u00fczdeki d\u00f6nemde Afrika da dahil yarat\u0131lacak 4.6 milyarl\u0131k yeni orta s\u0131n\u0131f\u0131n olu\u015faca\u011f\u0131n\u0131 s\u00f6ylemi\u015fti. Bu ba\u011flamda \u00f6nemli \u00f6l\u00e7\u00fcde t\u00fcketicinin d\u00fcnya genelinde devreye girmesi t\u00fcketim art\u0131\u015f\u0131n\u0131n, buna ba\u011fl\u0131 olarak da \u00f6nemli \u00f6l\u00e7ekte reklam yat\u0131r\u0131mlar\u0131n\u0131n art\u0131\u015f\u0131n\u0131 getirecek.
\n\"240820132102173300985_4.jpg\"<\/p>\n

REKLAM DA\u011eILIMI NASIL?<\/strong><\/p>\n

Ahmet Pura, \u201c 2012 T\u00fcrkiye reklam yat\u0131r\u0131mlar\u0131 rakamlar\u0131 baz al\u0131n\u0131p \u015fu \u015fekilde bir da\u011f\u0131l\u0131m olu\u015faca\u011f\u0131 kan\u0131s\u0131nday\u0131z: TV y\u00fczde 48, radyo y\u00fczde 2, outdoor y\u00fczde 6, bas\u0131n y\u00fczde 18, sinema y\u00fczde 1, dijital y\u00fczde 25. 2013\u2019te dijitalin bas\u0131n\u0131 yakalamas\u0131 ve 2016 itibari ile dijitalin pay\u0131n\u0131n bu oranlara g\u00f6re y\u00fczde 25 civar\u0131nda ger\u00e7ekle\u015fmesi bekleniyor\u201d bilgisini verdi.<\/p>\n

\u00dcnl\u00fcler ge\u00e7ici heyecan yarat\u0131yor<\/strong><\/p>\n

– Son d\u00f6nemde reklamlar sanki \u00fcnl\u00fcler \u00fczerine kurulu. Bu mu yarat\u0131c\u0131l\u0131k? Nas\u0131l de\u011ferlendiriyorsunuz bunu?<\/strong><\/p>\n

T\u00fcketiciyi marka ile ikna etmenin do\u011fal oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. Ancak reklamda \u00fcnl\u00fc kullan\u0131m\u0131n\u0131n ge\u00e7ici bir heyecan yaratt\u0131\u011f\u0131 kan\u0131s\u0131nday\u0131m.<\/p>\n

– Alkoll\u00fc i\u00e7ecek markalar\u0131 son d\u00fczenlemelerden \u00e7ok etkilendi. Bu d\u00fczenleme gerekli miydi?<\/strong><\/p>\n

D\u00fcnya genelindeki uygulamalar\u0131n, \u00fclkemizde de hayata ge\u00e7irilmesinde yarar oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum.<\/p>\n

Haftada 37 saat TV ve internet ba\u015f\u0131nda ge\u00e7iyor<\/strong><\/p>\n

– Reklam yapmadan marka olunmaz m\u0131?<\/strong><\/p>\n

Markala\u015fma sab\u0131r ister, yat\u0131r\u0131m ister, vizyon ister. Ben reklamvereni elinde \u00fcr\u00fcn\u00fc veya hizmeti olup hem \u015firketini hem \u00e7al\u0131\u015fanlar\u0131n\u0131 hem de kendini g\u00fc\u00e7lendirmek ad\u0131na \u00fcr\u00fcn\u00fcn\u00fc \u00f6n plana \u00e7\u0131karmak isteyen kurumlar olarak nitelendiriyorum. Marka olmadan ticari ya\u015fam\u0131 ve s\u0131nai ya\u015fam\u0131 s\u00fcrd\u00fcrmek m\u00fcmk\u00fcn de\u011fil. Dolay\u0131s\u0131yla olmaz…<\/p>\n

– \u0130nternette reklamla t\u00fcketiciyi yakalamak art\u0131k daha m\u0131 kolay?<\/strong><\/p>\n

IAB Europe taraf\u0131ndan ger\u00e7ekle\u015ftirilen Mediascope 2012 Ara\u015ft\u0131rmas\u0131\u2019na g\u00f6re, T\u00fcrk internet kullan\u0131c\u0131lar\u0131 haftada 18.3 saati internette ge\u00e7iriyor. 2010\u2019dan bu yana y\u00fczde 80 artan bu oran, TV i\u00e7in 18.7 saat olarak saptanm\u0131\u015f. Yani art\u0131k internet ve TV, t\u00fcketimi ba\u015fa ba\u015f seyreden iki mecra. Ayn\u0131 ara\u015ft\u0131rma internet kullan\u0131c\u0131lar\u0131n\u0131n y\u00fczde 69\u2019unun ayda en az 1 kez internetten televizyon izledi\u011fini ortaya koymu\u015f.<\/p>\n

Avrupa\u2019da en \u00e7ok marka ba\u015fvurusunu T\u00fcrkiye yapt\u0131<\/strong><\/p>\n

– \u00c7ok klasik olacak ama h\u00e2l\u00e2 T\u00fcrkiye d\u00fcnya markalar\u0131 \u00e7\u0131karam\u0131yor. Ya da \u00e7ok az. Neden?<\/strong><\/p>\n

Marka ekonomisi, d\u00fcnyan\u0131n en \u00f6nemli ekonomik olgusudur. BM Kalk\u0131nma Program\u0131 raporlar\u0131na g\u00f6re, d\u00fcnya ekonomisi ortalamada 1 birim b\u00fcy\u00fcrken, markalar 3 birim b\u00fcy\u00fcyor. T\u00fcrkiye 2012\u2019de, Avrupa\u2019n\u0131n en \u00e7ok marka ba\u015fvurusu yapan \u00fclkesi oldu. 182 bin 307 yerli, 30 bin 156 da yabanc\u0131 marka ba\u015fvurusu yap\u0131ld\u0131. Ancak, benzer b\u00fcy\u00fckl\u00fckteki ekonomilerle k\u0131yaslad\u0131\u011f\u0131m\u0131zda markalar\u0131m\u0131z\u0131n say\u0131s\u0131 neredeyse yar\u0131yar\u0131ya. Markalar konusunda gidecek \u00e7ok yolumuz var.<\/p>\n

\u00dcye Olan Herkese 30 TL ve \u00dczeri Sipari\u015flerinde Kullanabilecekleri 5 TL Hediye !!! <\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

http:\/\/haber.gazetevatan.com\/her-5-dolarin-biri-dijitalde-harcaniyor\/564143\/4\/yazarlar Her 5 dolar\u0131n biri dijitalde harcan\u0131yor Reklamverenler Derne\u011fi Ba\u015fkan\u0131 Ahmet Pura, \u201cD\u00fcnyada her be\u015f dolardan biri dijitalde harcan\u0131yor. Bu, d\u00fcnya ortalamas\u0131n\u0131n \u00fcst\u00fcnde h\u0131zla b\u00fcy\u00fcyen \u00fclkemize de yans\u0131yacak\u201d dedi. Reklam sekt\u00f6r\u00fc dedi\u011fimizde ilk akla gelen…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-9137","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nHer 5 dolar\u0131n biri dijitalde harcan\u0131yor | GAZETE VATAN - 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\/2013\/08\/25\/her-5-dolarin-biri-dijitalde-harcaniyor-gazete-vatan\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Her 5 dolar\u0131n biri dijitalde harcan\u0131yor | GAZETE VATAN - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"http:\/\/haber.gazetevatan.com\/her-5-dolarin-biri-dijitalde-harcaniyor\/564143\/4\/yazarlar Her 5 dolar\u0131n biri dijitalde harcan\u0131yor Reklamverenler Derne\u011fi Ba\u015fkan\u0131 Ahmet Pura, \u201cD\u00fcnyada her be\u015f dolardan biri dijitalde harcan\u0131yor. Bu, d\u00fcnya ortalamas\u0131n\u0131n \u00fcst\u00fcnde h\u0131zla b\u00fcy\u00fcyen \u00fclkemize de yans\u0131yacak\u201d dedi. 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Su ve Toprak isminde iki \u00e7ocu\u011fu vard\u0131r.","sameAs":["http:\/\/atif.unaldi.org\/blog","https:\/\/www.facebook.com\/atifunaldi","https:\/\/www.instagram.com\/atifunaldi\/","https:\/\/www.linkedin.com\/in\/atifunaldi","https:\/\/x.com\/https:\/\/twitter.com\/atifunaldi","https:\/\/www.youtube.com\/c\/atifunaldi","https:\/\/soundcloud.com\/atif-unaldi","https:\/\/atifunaldi.tumblr.com"],"url":"https:\/\/atif.unaldi.org\/blog\/author\/atifunaldi\/"}]}},"_links":{"self":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/9137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/comments?post=9137"}],"version-history":[{"count":0,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/9137\/revisions"}],"wp:attachment":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/media?parent=9137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/categories?post=9137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/tags?post=9137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}