\u201cOyunu De\u011fi\u015ftirmek: Oyun Reklamc\u0131l\u0131\u011f\u0131 Performans\u0131 Nas\u0131l G\u00fc\u00e7lendiriyor\u201d ba\u015fl\u0131kl\u0131 \u00e7al\u0131\u015fma, oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n pazarlama stratejileri \u00fczerindeki etkisini anlamak i\u00e7in veriler sa\u011fl\u0131yor.<\/p>\n\n
IAB Ara\u015ft\u0131rma ve Analizlerden Sorumlu K\u0131demli Ba\u015fkan Yard\u0131mc\u0131s\u0131 Jack Koch \u015funlar\u0131 s\u00f6yledi:<\/p>\n\n
\n\u201cBu, oyun sat\u0131n alma reklamc\u0131l\u0131\u011f\u0131 deneyimine sahip marka ve ajanslar\u0131n ilk b\u00fcy\u00fck \u00f6l\u00e7ekli niceliksel analizidir. Ara\u015ft\u0131rma, reklamverenlerin oyun reklamlar\u0131n\u0131, t\u00fcketici yolculu\u011funun tamam\u0131nda etkili, \u00f6l\u00e7\u00fclebilir, marka a\u00e7\u0131s\u0131ndan g\u00fcvenli bir ara\u00e7 olarak g\u00f6rd\u00fcklerini ortaya \u00e7\u0131kard\u0131. Pazarlamac\u0131lar art\u0131k bunu kar\u015f\u0131layam\u0131yor video oyunlar\u0131 oynayan 200 milyondan fazla ABD t\u00fcketicisine ula\u015fmak istiyorlarsa bu arac\u0131 g\u00f6rmezden gelmeleri gerekiyor.\u201d<\/strong><\/em><\/p>\n<\/blockquote>\n\n
Ara\u015ft\u0131rma, oyun ve oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n mevcut durumunu vurgulayarak, reklamverenlerin %86\u2019s\u0131n\u0131n oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n \u015firketleri i\u00e7in giderek artan bir \u00f6neme sahip oldu\u011funu d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc ve %40\u2019\u0131n\u0131n \u00f6n\u00fcm\u00fczdeki y\u0131l bu alandaki harcamalar\u0131 art\u0131rmay\u0131 planlad\u0131\u011f\u0131n\u0131 ortaya koyuyor. Entertainment Software America\u2019ya (ESA) g\u00f6re yat\u0131r\u0131mlardaki bu art\u0131\u015f, yakla\u015f\u0131k 213 milyon oyuncunun bulundu\u011fu ABD\u2019deki geni\u015fleyen oyun pazar\u0131yla paralellik g\u00f6steriyor.<\/p>\n\n
Oyun reklamc\u0131l\u0131\u011f\u0131n\u0131 kullanman\u0131n temel motivasyonlar\u0131 aras\u0131nda marka g\u00fcvenli\u011fi, \u00f6l\u00e7\u00fcm kolayl\u0131\u011f\u0131 ve de\u011ferli kitlelere ula\u015fmadaki etkililik yer al\u0131yor. Alg\u0131lanan etkinli\u011fine ra\u011fmen, di\u011fer dijital medya kanallar\u0131yla kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda \u00f6zellikle sat\u0131n alma ve planlama kolayl\u0131\u011f\u0131 konusunda zorluklar devam ediyor. Ancak deneyimli planlamac\u0131lar ve al\u0131c\u0131lar, oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n etkisini en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in oyun izleyicilerini anlaman\u0131n ve reklam formatlar\u0131n\u0131 uyarlaman\u0131n \u00f6nemini vurguluyor.<\/p>\n\n
\u00c7al\u0131\u015fma, oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n t\u00fcketici yolculu\u011funun \u00e7e\u015fitli a\u015famalar\u0131nda fark\u0131ndal\u0131k, ara\u015ft\u0131rma, de\u011ferlendirme ve sat\u0131n alma amac\u0131 a\u00e7\u0131s\u0131ndan etkileyici bir performansla \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Koch, oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n bu a\u015famalarda sonu\u00e7 sa\u011flama konusundaki tutarl\u0131l\u0131\u011f\u0131n\u0131 vurgulad\u0131 ve di\u011fer medya kanallar\u0131yla kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda g\u00fcc\u00fcn\u00fc bir kez daha do\u011frulad\u0131.<\/p>\n\n
Ara\u015ft\u0131rman\u0131n bulgular\u0131na yan\u0131t olarak IAB, etkili ve sayg\u0131l\u0131 reklamc\u0131l\u0131k uygulamalar\u0131n\u0131 sa\u011flamak amac\u0131yla oyun reklamc\u0131l\u0131\u011f\u0131na y\u00f6nelik y\u00f6nergeleri ve en iyi uygulamalar\u0131 ba\u015flatt\u0131. Bu y\u00f6nergeler, a\u00e7\u0131k a\u00e7\u0131klamalar, uygun eylem \u00e7a\u011fr\u0131lar\u0131 ve kalite g\u00fcvence protokollerine ba\u011fl\u0131l\u0131\u011f\u0131 te\u015fvik ederek izinsiz reklamlara ili\u015fkin endi\u015feleri gidermeyi ama\u00e7lamaktad\u0131r.<\/p>\n\n
IAB Deneyim Merkezi Ba\u015fkan Yard\u0131mc\u0131s\u0131 Zoe Soon, daha y\u00fcksek standartlara ula\u015fmak ve t\u00fcm kullan\u0131c\u0131lar i\u00e7in oyun deneyimini geli\u015ftirmek amac\u0131yla oyun ve reklamc\u0131l\u0131k topluluklar\u0131 i\u00e7indeki i\u015fbirli\u011finin \u00f6nemini vurgulad\u0131.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u0130nteraktif Reklamc\u0131l\u0131k B\u00fcrosu (IAB) taraf\u0131ndan yak\u0131n zamanda yap\u0131lan bir ara\u015ft\u0131rma, oyun reklamc\u0131l\u0131\u011f\u0131n\u0131n artan \u00f6nemine \u0131\u015f\u0131k tutuyor ve oyun reklamc\u0131l\u0131\u011f\u0131n\u0131 dijital videonun yan\u0131 s\u0131ra yat\u0131r\u0131m a\u00e7\u0131s\u0131ndan ilk \u00fc\u00e7 b\u00fcy\u00fcme alan\u0131 aras\u0131nda konumland\u0131r\u0131yor.<\/p>\n","protected":false},"author":63,"featured_media":184278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8861],"tags":[8928],"class_list":["post-184557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobidictum-haberler","tag-sicak-haber"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/184557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/users\/63"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=184557"}],"version-history":[{"count":3,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/184557\/revisions"}],"predecessor-version":[{"id":184560,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/184557\/revisions\/184560"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/184278"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=184557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=184557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=184557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}