{"id":2504,"date":"2022-04-28T14:05:30","date_gmt":"2022-04-28T14:05:30","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2504"},"modified":"2022-04-28T16:01:05","modified_gmt":"2022-04-28T16:01:05","slug":"2021-yili-medya-ve-reklam-yatirimlari-22-milyar-811-milyon-tlye-ulasti","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2504","title":{"rendered":"2021 Y\u0131l\u0131 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 22 Milyar 811 Milyon TL\u2019ye Ula\u015ft\u0131"},"content":{"rendered":"\t\t
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2021 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu yay\u0131nland\u0131. Rapora g\u00f6re T\u00fcrkiye\u2019de medya yat\u0131r\u0131mlar\u0131 16 milyar 953 milyon TL, reklam yat\u0131r\u0131mlar\u0131 ise 5 milyar 858 milyon TL oldu.<\/strong><\/p>

2021 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu, Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR) ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte taraf\u0131ndan haz\u0131rland\u0131.<\/p>

Medya Yat\u0131r\u0131mlar\u0131 2\u2019ye Katlanma Potansiyeline Sahip<\/strong>
Du\u0308nya genelindeki 42 \u00fclkede medya yat\u0131r\u0131mlar\u0131 bir \u00f6nceki y\u0131la oranla y\u00fczde 28,69 b\u00fcy\u00fcrken T\u00fcrkiye\u2019nin bu hacim i\u00e7erisindeki pay\u0131 y\u00fczde 0,47 oldu. T\u00fcrkiye dijital medya yat\u0131r\u0131mlar\u0131n\u0131n geleneksel medya yat\u0131r\u0131mlar\u0131na oran\u0131 ise, 42 pazar i\u00e7inde 5. s\u0131raya geldi ve bir \u00f6nceki y\u0131la g\u00f6re y\u00fckselerek konumunu g\u00fc\u00e7lendirdi. Yap\u0131lan hesaplamalara g\u00f6re, \u00fclkemizde medya yat\u0131r\u0131mlar\u0131n\u0131n GSYH i\u00e7indeki oran\u0131n\u0131n 2\u2019ye katlanma potansiyeli oldu\u011fu \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>

Reklam Yat\u0131r\u0131m\u0131 En B\u00fcy\u00fck Olan Sekt\u00f6rler Perakende, Yay\u0131nc\u0131l\u0131k ve Bilgi Teknolojileri<\/strong>
Reklam ve Medya Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re, reklam yat\u0131r\u0131mlar\u0131 \u201cen b\u00fcy\u00fck sekt\u00f6rler\u201d perakende, yay\u0131nc\u0131l\u0131k ve bilgi teknolojileri olurken \u201cen \u00e7ok b\u00fcy\u00fcyenler\u201d ise s\u0131ras\u0131 ile bilgi teknolojileri, otomotiv ve turizm oldu.<\/p>

TV Reklam Yat\u0131r\u0131mlar\u0131ndaki Art\u0131\u015f Y\u00fczde 43\u2019\u00fcn \u00dcst\u00fcnde<\/strong>
T\u00fcrkiye\u2019deki medya yat\u0131r\u0131mlar\u0131 i\u00e7erisinde y\u00fczde 42,41 oran\u0131nda pay alarak 7 milyar 190 milyon TL\u2019ye ula\u015fan TV medya yat\u0131r\u0131mlar\u0131, ge\u00e7en y\u0131la g\u00f6re y\u00fczde 43,65 art\u0131\u015f g\u00f6sterdi. Yat\u0131r\u0131mlarda, 2021\u2019in ilk yar\u0131s\u0131ndaki rekor b\u00fcy\u00fcmenin (%54) baz etkisinin ikinci yar\u0131ya ta\u015f\u0131nd\u0131\u011f\u0131 g\u00f6zlemlendi.
Covid-19\u2019un izlenmedeki pozitif etkisi, y\u0131l\u0131n ikinci yar\u0131s\u0131nda s\u0131f\u0131rlanm\u0131\u015f olsa da TV\u2019ye kar\u015f\u0131 y\u00fcksek talebin y\u0131l boyunca homojen \u015fekilde ger\u00e7ekle\u015fti\u011fi g\u00f6zlemlendi. Bu talebin olu\u015fturdu\u011fu y\u00fcksek doluluk oranlar\u0131n\u0131n olumlu etkisiyle, Grpxsn de\u011ferinde %1\u2019in de alt\u0131nda \u00e7ok s\u0131n\u0131rl\u0131 bir d\u00fc\u015f\u00fc\u015f ger\u00e7ekle\u015fti. Yat\u0131r\u0131mlar\u0131n\u0131 artt\u0131ran sekt\u00f6rler i\u00e7inde, \u00f6zellikle e-ticaret kategorisinin son y\u0131llardaki h\u0131zl\u0131 y\u00fckseli\u015finin kesintisiz devam etti\u011fi g\u00f6zlemleniyor.<\/p>

En B\u00fcy\u00fck Pay Dijital Medyan\u0131n<\/strong>
2021 y\u0131l\u0131 itibariyle, dijital medya yat\u0131r\u0131mlar\u0131 dijital partner ve direkt sat\u0131n alma olarak iki ana ba\u015fl\u0131kta raporlanmaya ba\u015fland\u0131. Dijital partnerler, marka yaratan, marka de\u011ferini koruyan ve b\u00fcy\u00fcten organize medya sekt\u00f6r\u00fc, direkt sat\u0131n alma ise baz\u0131 e-ticaret firmalar\u0131, KOB\u0130\u2019ler, oyun siteleri gibi kendi imkanlar\u0131yla yat\u0131r\u0131m ve i\u015flem yapan kurulu\u015flar\u0131 tan\u0131mlan\u0131yor.
Bu do\u011frultuda dijital partnerlerle yap\u0131lan yat\u0131r\u0131mlar y\u00fczde 46,7 pay ile 7 milyar 924 milyon TL, direkt sat\u0131n alma ile ger\u00e7ekle\u015fen medya yat\u0131r\u0131mlar\u0131 ise 10 milyar 943 milyon TL olarak raporland\u0131. Toplam dijital medya yat\u0131r\u0131mlar\u0131 ise 18 milyar 867 milyon olarak raporda yer ald\u0131.
Dijitalle\u015fmenin, Mart 2020 itibariyle pandeminin etkisiyle h\u0131z kazand\u0131\u011f\u0131 ve 2021\u2019de de bu etkinin devam etti\u011fi g\u00f6zlemlendi. 2021 y\u0131l\u0131nda ger\u00e7ekle\u015fen dijital medya yat\u0131r\u0131mlar\u0131 i\u00e7erisinde sosyal medya y\u00fczde 60,5 ve native y\u00fczde 3 paya sahip oldu. Platforma g\u00f6re mobil y\u00fczde 73, sat\u0131n alma bi\u00e7imine g\u00f6re ise programatik y\u00fczde 78 pay sahibi oldu.<\/p>

Mobilin Dijitaldeki Kullan\u0131m Pay\u0131 Y\u00fczde 73<\/strong>
Dijital Medya Yat\u0131r\u0131mlar\u0131\u2019n\u0131n y\u00fczde 73\u2019\u00fc mobil, y\u00fczde 27\u2019si ise PC \u00fczerinden ger\u00e7ekle\u015fti. 2020 y\u0131l\u0131nda 5.270 milyon TL olan Mobil Medya Yat\u0131r\u0131m\u0131 2021 y\u0131l\u0131nda 13.773 milyon TL\u2019ye y\u00fckseldi. Ayn\u0131 \u015fekilde toplam g\u00f6sterilen web sayfas\u0131 trafi\u011finin y\u00fczde 70\u2019i mobil telefonlar \u00fczerinden ger\u00e7ekle\u015fti.
\u00d6zellikle pandemi s\u00fcresince t\u00fcketicilerin yo\u011fun sosyal medya kullan\u0131m\u0131 ile T\u00fcrkiye\u2019de sosyal medya kullan\u0131c\u0131 say\u0131s\u0131 69 milyona ula\u015ft\u0131. Reklamverenlerin de sosyal medya \u00fczerindeki reklamlar\u0131n\u0131 art\u0131rmalar\u0131 neticesinde mobil, dijital yat\u0131r\u0131mlar i\u00e7erisinde y\u00fczde 60,49\u2019luk (11.413 milyon TL) pay alarak sosyal medya kanallar\u0131 mobil medya yat\u0131r\u0131mlar\u0131nda ilk s\u0131rada yer ald\u0131.<\/p>

Radyoya Yat\u0131r\u0131m Oran\u0131 Y\u00fckseliyor: 2022 Hedefi 1 Milyar TL<\/strong>
Radyo medya yat\u0131r\u0131mlar\u0131 Covid-19 nedeniyle may\u0131s ve aral\u0131k aylar\u0131nda ya\u015fanan tam kapanmaya ra\u011fmen ge\u00e7en y\u0131la g\u00f6re y\u00fczde 41,36 artarak, y\u00fczde 2,5 pay ile 417 milyon TL olarak ger\u00e7ekle\u015fti. Bu art\u0131\u015f ve 2022 y\u0131l\u0131n\u0131n ilk \u00fc\u00e7 ay\u0131na ait veriler radyolar\u0131n 2022 y\u0131l\u0131 sonu hedeflerini bir milyar liraya y\u00fckseltmesini sa\u011flad\u0131.<\/p>

Sineman\u0131n 2022 Y\u0131l\u0131nda Pandemi \u00d6ncesi De\u011ferlerine Ula\u015fmas\u0131 Bekleniyor<\/strong>
Sinema salonlar\u0131n\u0131n pandemi sebebi ile 2021 y\u0131l\u0131n\u0131n temmuz ay\u0131nda a\u00e7\u0131labilmeleri sebebiyle sinema yat\u0131r\u0131mlar\u0131 31 milyon TL olarak ger\u00e7ekle\u015fti. Sinema, 2022 y\u0131l\u0131n\u0131n ilk \u00e7eyre\u011finde 38 yerli ve 50 yabanc\u0131 filmin vizyona girmesiyle, toplam 16 milyon, mart ay\u0131nda ise 7 milyon seyirciye ula\u015farak t\u00fcm zamanlar\u0131n en y\u00fcksek mart ay\u0131 performans\u0131n\u0131 ger\u00e7ekle\u015ftirdi. 2022 y\u0131l\u0131nda sinema sekt\u00f6r\u00fcn\u00fcn tekrar pandemi \u00f6ncesi de\u011ferlerine ula\u015fmas\u0131 bekleniyor.<\/p>

Tu\u0308keticilerin Medya T\u00fcketim Al\u0131\u015fkanl\u0131klar\u0131 ve \u00c7evrimi\u00e7i Davran\u0131\u015flar\u0131, Pazarlama Trendlerini Belirliyor<\/strong>
Raporda pazarlama d\u00fcnyas\u0131n\u0131 etkileyecek de\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131 da de\u011ferlendirildi. Covid-19 s\u00fcrecinde de\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131n\u0131n zamanla al\u0131\u015fkanl\u0131klara d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcne dikkat \u00e7ekildi. T\u00fcketicilerin internette g\u00fcnde 6 saat 54 dakika, m\u00fczik servislerinde 3 saat 24 dakika, sosyal medyada 2 saat 25 dakika, televizyonda ise 1 saat 31 dakika ge\u00e7irdi\u011fi, dijital mecralarda bu kadar \u00e7ok zaman ge\u00e7iren bireylerin davran\u0131\u015flar\u0131n\u0131n markalar\u0131n pazarlama \u00e7al\u0131\u015fmalar\u0131 i\u00e7in yol g\u00f6sterdi\u011fi belirtildi.<\/p>

Raporun tamam\u0131 i\u00e7in t\u0131klay\u0131n\u0131z.>> 2021 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

2021 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu yay\u0131nland\u0131. Rapora g\u00f6re T\u00fcrkiye\u2019de medya yat\u0131r\u0131mlar\u0131 16 milyar 953 milyon TL, reklam yat\u0131r\u0131mlar\u0131 ise 5 milyar 858 milyon TL oldu. 2021 Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu, Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma […]<\/p>\n","protected":false},"author":2,"featured_media":2505,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2504","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2504","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2504"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2504\/revisions"}],"predecessor-version":[{"id":2510,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2504\/revisions\/2510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2505"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}