{"status":true,"post":{"id":90096,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":0,"static_post":0,"published_at":"2026-05-22 10:54:00","created_at":"2026-05-22T07:54:00.000000Z","updated_at":"2026-05-22T07:54:00.000000Z","edited_at":"2026-05-22 10:54:00","source_id":null,"post_id":90096,"is_featured":0,"title":"Yeni bir reklam mecras\u0131: Perakende medya","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":"Yeni bir reklam mecras\u0131: Perakende medya","sub_title":null,"category_id":73,"description":null,"content":"

B\u00fcy\u00fck bir e-ticaret platformunda \u00fcr\u00fcn ar\u0131yorsunuz. arama sonu\u00e7lar\u0131n\u0131n en \u00fcst\u00fcndeki \u00fcr\u00fcn tam arad\u0131\u011f\u0131n\u0131z \u015fey gibi g\u00f6r\u00fcn\u00fcyor, fiyat\u0131 makul, yorumlar\u0131 iyi, g\u00f6rseli \u00e7ekici. T\u0131kl\u0131yorsunuz. Sonra fark ediyorsunuz: k\u00fc\u00e7\u00fck, soluk bir \u2018sponsorlu\u2019 etiketi varm\u0131\u015f. Peki, bu sizi etkiliyor mu? Muhtemelen hay\u0131r. Ve i\u015fte bu y\u00fczden perakende platformlar\u0131 d\u00fcnyan\u0131n en h\u0131zl\u0131 b\u00fcy\u00fcyen reklam mecralar\u0131ndan birine d\u00f6n\u00fc\u015f\u00fcyor.

<\/p>

Peki bu ne anlama geliyor?<\/p>

Retail media, perakende medyas\u0131, kavram\u0131 \u015fu anlama geliyor: e-ticaret platformlar\u0131n\u0131n kendi m\u00fc\u015fteri verisini ve trafi\u011fini bir reklam envanterine d\u00f6n\u00fc\u015ft\u00fcrmesi. Platform zaten her \u015feyi biliyor: Ne arad\u0131\u011f\u0131n\u0131z\u0131, ne sat\u0131n ald\u0131\u011f\u0131n\u0131z\u0131, ne kadar harcad\u0131\u011f\u0131n\u0131z\u0131, hangi kategorilerde dola\u015ft\u0131\u011f\u0131n\u0131z\u0131. Bu veri, bir reklamc\u0131 i\u00e7in alt\u0131n de\u011ferinde, \u00e7\u00fcnk\u00fc sat\u0131n alma niyeti en y\u00fcksek olan kullan\u0131c\u0131ya, tam o an ula\u015fmay\u0131 m\u00fcmk\u00fcn k\u0131l\u0131yor.<\/p>


<\/p>

Rakamlar bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc net ortaya koyuyor. k\u00fcresel retail media harcamalar\u0131n\u0131n 2027\u2019ye kadar 150 milyar dolar\u0131 a\u015fmas\u0131 bekleniyor. kar\u015f\u0131la\u015ft\u0131rmak gerekirse bu rakam, televizyon reklamc\u0131l\u0131\u011f\u0131n\u0131n toplam hacmiyle yar\u0131\u015f\u0131r hale geliyor. Bir al\u0131\u015fveri\u015f platformu, art\u0131k ayn\u0131 zamanda bir medya \u015firketi.<\/p>


<\/p>

Amazon\u2019dan Walmart\u2019a: B\u00fcy\u00fckler sahneyi kurdu<\/strong>
Bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn mimar\u0131 amazon. amazon advertising bug\u00fcn Google ve Meta\u2019n\u0131n ard\u0131ndan d\u00fcnyan\u0131n \u00fc\u00e7\u00fcnc\u00fc b\u00fcy\u00fck dijital reklam platformu konumunda. Yaln\u0131zca 2023\u2019te reklam geliri 47 milyar dolar\u0131 a\u015ft\u0131. \u00dcstelik bu gelirin b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc, platformda zaten al\u0131\u015fveri\u015f yapan, yani sat\u0131n alma niyetiyle orada bulunan, kullan\u0131c\u0131lara g\u00f6sterilen reklamlardan geliyor. Walmart da ayn\u0131 modeli hayata ge\u00e7irdi. Walmart Connect ad\u0131yla kurdu\u011fu reklam a\u011f\u0131, hem fiziksel ma\u011faza ekranlar\u0131n\u0131 hem dijital platformu kaps\u0131yor. kullan\u0131c\u0131n\u0131n al\u0131\u015fveri\u015f sepetine, arama ge\u00e7mi\u015fine ve konum verisine dayanan hedefleme imk\u00e2n\u0131 sunuyor. Perakende devi, art\u0131k ayn\u0131 zamanda bir reklam \u015firketi.<\/span><\/p>


<\/p>

YERELDE DE SAHNE KURULUYOR\u00a0<\/strong>
Bu model T\u00fcrkiye\u2019de de h\u0131zla olgunla\u015f\u0131yor. Trendyol, sponsorlu \u00fcr\u00fcn listeleme ve kategori reklamlar\u0131yla markalar i\u00e7in g\u00fc\u00e7l\u00fc bir reklam envanteri olu\u015fturdu. Hepsiburada da benzer ara\u00e7lar\u0131 devreye ald\u0131. Her iki platform da y\u00fcz milyonlarca ziyareti reklam gelirine d\u00f6n\u00fc\u015ft\u00fcrme yar\u0131\u015f\u0131nda ve markalar bu mecraya akan b\u00fct\u00e7elerini her y\u0131l art\u0131r\u0131yor.<\/span>

<\/p>

Yereldeki bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn kritik bir boyutu var: Platform, kullan\u0131c\u0131y\u0131 sizden daha iyi tan\u0131yor. Hangi \u00fcr\u00fcn kategorisinde ne s\u0131kl\u0131kla al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131, fiyat hassasiyetini, marka tercihlerini biliyor. Marka bu veriyi kendi ba\u015f\u0131na \u00fcretemez ama platformun sundu\u011fu reklam ara\u00e7lar\u0131yla ona eri\u015febilir.<\/p>


<\/p>

T\u00fcketici fark etmeden, marka tam isabetli<\/strong>
T\u00fcketici a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda retail media\u2019n\u0131n en ilgin\u00e7 \u00f6zelli\u011fi \u015fu: Kullan\u0131c\u0131 platformda reklam izlemek i\u00e7in de\u011fil, al\u0131\u015fveri\u015f yapmak i\u00e7in bulunuyor. Yani reklama maruz kald\u0131\u011f\u0131n\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcnde fark\u0131nda bile de\u011fil. \u2018Sponsorlu\u2019 etiketi var ama sat\u0131n alma niyetiyle orada olan bir kullan\u0131c\u0131 i\u00e7in bu etiket \u00e7o\u011fu zaman engel de\u011fil.<\/span><\/p>


<\/p>

Marka a\u00e7\u0131s\u0131ndan ise tablo \u00e7ekici: Do\u011fru ki\u015fiye, do\u011fru anda, do\u011fru i\u00e7erikle ula\u015fmak. Klasik dijital reklamc\u0131l\u0131\u011f\u0131n en b\u00fcy\u00fck sorunu olan yanl\u0131\u015f kitleye ula\u015fma riski burada ciddi \u00f6l\u00e7\u00fcde azal\u0131yor. ama bir risk de var: Veri platformun elinde. Ba\u011f\u0131ml\u0131l\u0131k derinle\u015ftik\u00e7e platformun belirledi\u011fi kurallara, fiyatlara ve algoritma de\u011fi\u015fikliklerine maruz kalma ka\u00e7\u0131n\u0131lmaz hale geliyor.<\/p>


<\/p>

\u00d6zetle al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131z yer art\u0131k ayn\u0131 zamanda reklam izledi\u011finiz yer ve bu d\u00f6n\u00fc\u015f\u00fcm h\u0131zlan\u0131yor. Markalar i\u00e7in oyunun yeni sahas\u0131 retail media; sat\u0131n alma niyetiyle gelen kullan\u0131c\u0131ya ula\u015fman\u0131n bu kadar do\u011frudan bir yolu daha \u00f6nce yoktu. Erken ve do\u011fru konumlananlar i\u00e7in avantaj penceresi a\u00e7\u0131k ama platformun kurallar\u0131na ba\u011f\u0131ml\u0131 b\u00fcy\u00fcmenin s\u0131n\u0131rlar\u0131n\u0131 da hesaba katmak gerekiyor.<\/p>","slug":"yeni-bir-reklam-mecrasi-perakende-medya","tags":null,"meta_title":"Yeni bir reklam mecras\u0131: Perakende medya","meta_description":null,"meta_keywords":null,"news_cover_min":"\/front\/uploads\/blog\/thumbnail\/1779397200YD1sXJ0o0mACWj3.webp","news_cover":null,"news_video_min":null,"news_video":null,"view_count":0,"cropped_1200x675":"\/front\/uploads\/haber\/1200x675\/yeni-bir-reklam-mecrasi-perakende-medya_1200x675_C6x6vZAe2I.webp","user":{"id":27,"name":"ADNAN VEYSEL","surname":"ERTEMEL","email":"doc-dr-adnan-veysel-ertemel@gmail.com","slug":"doc-dr-adnan-veysel-ertemel","avatar":"\/front\/uploads\/avatar\/17336916001r1LpO2XUqa1CPY.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:50:02.000000Z","updated_at":"2024-12-18T09:48:24.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":90228,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":90096,"locale":"tr","category_id":73,"title":"Yeni bir reklam mecras\u0131: Perakende medya","home_title":"Yeni bir reklam mecras\u0131: Perakende medya","sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":"

B\u00fcy\u00fck bir e-ticaret platformunda \u00fcr\u00fcn ar\u0131yorsunuz. arama sonu\u00e7lar\u0131n\u0131n en \u00fcst\u00fcndeki \u00fcr\u00fcn tam arad\u0131\u011f\u0131n\u0131z \u015fey gibi g\u00f6r\u00fcn\u00fcyor, fiyat\u0131 makul, yorumlar\u0131 iyi, g\u00f6rseli \u00e7ekici. T\u0131kl\u0131yorsunuz. Sonra fark ediyorsunuz: k\u00fc\u00e7\u00fck, soluk bir \u2018sponsorlu\u2019 etiketi varm\u0131\u015f. Peki, bu sizi etkiliyor mu? Muhtemelen hay\u0131r. Ve i\u015fte bu y\u00fczden perakende platformlar\u0131 d\u00fcnyan\u0131n en h\u0131zl\u0131 b\u00fcy\u00fcyen reklam mecralar\u0131ndan birine d\u00f6n\u00fc\u015f\u00fcyor.

<\/p>

Peki bu ne anlama geliyor?<\/p>

Retail media, perakende medyas\u0131, kavram\u0131 \u015fu anlama geliyor: e-ticaret platformlar\u0131n\u0131n kendi m\u00fc\u015fteri verisini ve trafi\u011fini bir reklam envanterine d\u00f6n\u00fc\u015ft\u00fcrmesi. Platform zaten her \u015feyi biliyor: Ne arad\u0131\u011f\u0131n\u0131z\u0131, ne sat\u0131n ald\u0131\u011f\u0131n\u0131z\u0131, ne kadar harcad\u0131\u011f\u0131n\u0131z\u0131, hangi kategorilerde dola\u015ft\u0131\u011f\u0131n\u0131z\u0131. Bu veri, bir reklamc\u0131 i\u00e7in alt\u0131n de\u011ferinde, \u00e7\u00fcnk\u00fc sat\u0131n alma niyeti en y\u00fcksek olan kullan\u0131c\u0131ya, tam o an ula\u015fmay\u0131 m\u00fcmk\u00fcn k\u0131l\u0131yor.<\/p>


<\/p>

Rakamlar bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc net ortaya koyuyor. k\u00fcresel retail media harcamalar\u0131n\u0131n 2027\u2019ye kadar 150 milyar dolar\u0131 a\u015fmas\u0131 bekleniyor. kar\u015f\u0131la\u015ft\u0131rmak gerekirse bu rakam, televizyon reklamc\u0131l\u0131\u011f\u0131n\u0131n toplam hacmiyle yar\u0131\u015f\u0131r hale geliyor. Bir al\u0131\u015fveri\u015f platformu, art\u0131k ayn\u0131 zamanda bir medya \u015firketi.<\/p>


<\/p>

Amazon\u2019dan Walmart\u2019a: B\u00fcy\u00fckler sahneyi kurdu<\/strong>
Bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn mimar\u0131 amazon. amazon advertising bug\u00fcn Google ve Meta\u2019n\u0131n ard\u0131ndan d\u00fcnyan\u0131n \u00fc\u00e7\u00fcnc\u00fc b\u00fcy\u00fck dijital reklam platformu konumunda. Yaln\u0131zca 2023\u2019te reklam geliri 47 milyar dolar\u0131 a\u015ft\u0131. \u00dcstelik bu gelirin b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc, platformda zaten al\u0131\u015fveri\u015f yapan, yani sat\u0131n alma niyetiyle orada bulunan, kullan\u0131c\u0131lara g\u00f6sterilen reklamlardan geliyor. Walmart da ayn\u0131 modeli hayata ge\u00e7irdi. Walmart Connect ad\u0131yla kurdu\u011fu reklam a\u011f\u0131, hem fiziksel ma\u011faza ekranlar\u0131n\u0131 hem dijital platformu kaps\u0131yor. kullan\u0131c\u0131n\u0131n al\u0131\u015fveri\u015f sepetine, arama ge\u00e7mi\u015fine ve konum verisine dayanan hedefleme imk\u00e2n\u0131 sunuyor. Perakende devi, art\u0131k ayn\u0131 zamanda bir reklam \u015firketi.<\/span><\/p>


<\/p>

YERELDE DE SAHNE KURULUYOR\u00a0<\/strong>
Bu model T\u00fcrkiye\u2019de de h\u0131zla olgunla\u015f\u0131yor. Trendyol, sponsorlu \u00fcr\u00fcn listeleme ve kategori reklamlar\u0131yla markalar i\u00e7in g\u00fc\u00e7l\u00fc bir reklam envanteri olu\u015fturdu. Hepsiburada da benzer ara\u00e7lar\u0131 devreye ald\u0131. Her iki platform da y\u00fcz milyonlarca ziyareti reklam gelirine d\u00f6n\u00fc\u015ft\u00fcrme yar\u0131\u015f\u0131nda ve markalar bu mecraya akan b\u00fct\u00e7elerini her y\u0131l art\u0131r\u0131yor.<\/span>

<\/p>

Yereldeki bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn kritik bir boyutu var: Platform, kullan\u0131c\u0131y\u0131 sizden daha iyi tan\u0131yor. Hangi \u00fcr\u00fcn kategorisinde ne s\u0131kl\u0131kla al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131, fiyat hassasiyetini, marka tercihlerini biliyor. Marka bu veriyi kendi ba\u015f\u0131na \u00fcretemez ama platformun sundu\u011fu reklam ara\u00e7lar\u0131yla ona eri\u015febilir.<\/p>


<\/p>

T\u00fcketici fark etmeden, marka tam isabetli<\/strong>
T\u00fcketici a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda retail media\u2019n\u0131n en ilgin\u00e7 \u00f6zelli\u011fi \u015fu: Kullan\u0131c\u0131 platformda reklam izlemek i\u00e7in de\u011fil, al\u0131\u015fveri\u015f yapmak i\u00e7in bulunuyor. Yani reklama maruz kald\u0131\u011f\u0131n\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcnde fark\u0131nda bile de\u011fil. \u2018Sponsorlu\u2019 etiketi var ama sat\u0131n alma niyetiyle orada olan bir kullan\u0131c\u0131 i\u00e7in bu etiket \u00e7o\u011fu zaman engel de\u011fil.<\/span><\/p>


<\/p>

Marka a\u00e7\u0131s\u0131ndan ise tablo \u00e7ekici: Do\u011fru ki\u015fiye, do\u011fru anda, do\u011fru i\u00e7erikle ula\u015fmak. Klasik dijital reklamc\u0131l\u0131\u011f\u0131n en b\u00fcy\u00fck sorunu olan yanl\u0131\u015f kitleye ula\u015fma riski burada ciddi \u00f6l\u00e7\u00fcde azal\u0131yor. ama bir risk de var: Veri platformun elinde. Ba\u011f\u0131ml\u0131l\u0131k derinle\u015ftik\u00e7e platformun belirledi\u011fi kurallara, fiyatlara ve algoritma de\u011fi\u015fikliklerine maruz kalma ka\u00e7\u0131n\u0131lmaz hale geliyor.<\/p>


<\/p>

\u00d6zetle al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131z yer art\u0131k ayn\u0131 zamanda reklam izledi\u011finiz yer ve bu d\u00f6n\u00fc\u015f\u00fcm h\u0131zlan\u0131yor. Markalar i\u00e7in oyunun yeni sahas\u0131 retail media; sat\u0131n alma niyetiyle gelen kullan\u0131c\u0131ya ula\u015fman\u0131n bu kadar do\u011frudan bir yolu daha \u00f6nce yoktu. Erken ve do\u011fru konumlananlar i\u00e7in avantaj penceresi a\u00e7\u0131k ama platformun kurallar\u0131na ba\u011f\u0131ml\u0131 b\u00fcy\u00fcmenin s\u0131n\u0131rlar\u0131n\u0131 da hesaba katmak gerekiyor.<\/p>","slug":"yeni-bir-reklam-mecrasi-perakende-medya","orjinalimage":"\/front\/uploads\/blog\/thumbnail\/1779397200YD1sXJ0o0mACWj3.webp","news_cover_min":"\/front\/uploads\/blog\/thumbnail\/1779397200YD1sXJ0o0mACWj3.webp","news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":"\/front\/uploads\/haber\/638x552\/yeni-bir-reklam-mecrasi-perakende-medya_638x552_bNSXVaxx7f.webp","cropped_310x208":"\/front\/uploads\/haber\/310x208\/yeni-bir-reklam-mecrasi-perakende-medya_310x208_CkYNihvX8u.webp","cropped_416x247":"\/front\/uploads\/haber\/416x247\/yeni-bir-reklam-mecrasi-perakende-medya_416x247_uZXuMFvazg.webp","cropped_197x247":"\/front\/uploads\/haber\/197x247\/yeni-bir-reklam-mecrasi-perakende-medya_197x247_8dOJo6PjMY.webp","cropped_416x600":"\/front\/uploads\/haber\/416x600\/yeni-bir-reklam-mecrasi-perakende-medya_416x600_QbOQGkvAO0.webp","cropped_1200x675":"\/front\/uploads\/haber\/1200x675\/yeni-bir-reklam-mecrasi-perakende-medya_1200x675_C6x6vZAe2I.webp","tags":null,"meta_title":"Yeni bir reklam mecras\u0131: Perakende medya","meta_description":null,"meta_keywords":null,"view_count":0,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":"\/front\/uploads\/haber\/358x214\/yeni-bir-reklam-mecrasi-perakende-medya_358x214_FMAlFEaSOk.webp","cropped_842x474":"\/front\/uploads\/haber\/842x474\/yeni-bir-reklam-mecrasi-perakende-medya_842x474_g9S1EycJhS.webp"}]}}