{"id":18685,"date":"2021-10-13T13:00:00","date_gmt":"2021-10-13T10:00:00","guid":{"rendered":"https:\/\/mobidictum.com\/?p=18685"},"modified":"2023-04-25T11:41:59","modified_gmt":"2023-04-25T08:41:59","slug":"medya-alicilarinin-yuzde-93u-2025-yilina-kadar-oyun-ici-reklam-yayinlamayi-planliyor","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/medya-alicilarinin-yuzde-93u-2025-yilina-kadar-oyun-ici-reklam-yayinlamayi-planliyor\/","title":{"rendered":"Medya al\u0131c\u0131lar\u0131n\u0131n %93&#8217;\u00fc 2025 y\u0131l\u0131na kadar oyun i\u00e7i reklam yay\u0131nlamay\u0131 planl\u0131yor"},"content":{"rendered":"\n<p>Oyun i\u00e7erikleriyle markalar aras\u0131ndaki bo\u015flu\u011fu kapatan lider oyun i\u00e7i reklamc\u0131l\u0131k platformlar\u0131ndan <strong>Admix<\/strong>, video oyunlar\u0131n ana medya kanal\u0131 olarak ortaya \u00e7\u0131k\u0131\u015f\u0131na ili\u015fkin b\u00fcy\u00fck <a rel=\"noopener nofollow\" href=\"https:\/\/admixplay.com\/game-on-for-advertisers\/?utm_campaign=Game%20On%20for%20Advertisers&utm_source=mobidictum&utm_medium=article\" target=\"_blank\">ara\u015ft\u0131rma \u00e7al\u0131\u015fmas\u0131n\u0131n<\/a> bulgular\u0131n\u0131 bug\u00fcn yay\u0131nlad\u0131\u011f\u0131 rapor ile g\u00f6sterdi.<\/p>\n\n\n\n<p>Oyun sekt\u00f6r\u00fc \u00fc\u00e7 milyar aktif oyuncunun 2021\u2019de <a href=\"https:\/\/resources.newzoo.com\/hubfs\/Reports\/2021_Free_Global_Games_Market_Report.pdf?utm_campaign=GGMR%202021&utm_medium=email&_hsmi=137510824&_hsenc=p2ANqtz--C7LNAEZSI1cBNTKB8yEKIc5qNvhyWiThYZ8d3_w4pqweM2JbYqE4btlWt5PTYrGfOydvcnkk-PGJ6TOpsQmazA83g7g&utm_content=137510824&utm_source=hs_automation\" target=\"_blank\" rel=\"noopener nofollow\">176 milyar dolar<\/a> harcayaca\u011f\u0131 kazan\u00e7l\u0131 bir kanald\u0131r ve bu rakam 2023\u2019te <a href=\"https:\/\/resources.newzoo.com\/hubfs\/Reports\/2021_Free_Global_Games_Market_Report.pdf?utm_campaign=GGMR%202021&utm_medium=email&_hsmi=137510824&_hsenc=p2ANqtz--C7LNAEZSI1cBNTKB8yEKIc5qNvhyWiThYZ8d3_w4pqweM2JbYqE4btlWt5PTYrGfOydvcnkk-PGJ6TOpsQmazA83g7g&utm_content=137510824&utm_source=hs_automation\" target=\"_blank\" rel=\"noopener nofollow\">200 milyar dolar\u0131<\/a> a\u015facak. Ancak Admix, markalar\u0131n ve reklamverenlerin oyun d\u00fcnyas\u0131n\u0131n bir medya kanal\u0131 olarak sundu\u011fu \u015feylerden, \u00f6zellikle de art\u0131k PC ve konsol oyunlar\u0131n\u0131n toplam\u0131ndan daha b\u00fcy\u00fck olan mobilde, yararlanmaya ba\u015flad\u0131\u011f\u0131n\u0131n zaten fark\u0131ndayd\u0131.<\/p>\n\n\n\n<p>Admix, video oyun pazar\u0131 hakk\u0131nda markalar\u0131n neler bildi\u011fini, bug\u00fcne kadarki oyun i\u00e7i reklam deneyimlerini ve gelecekte geni\u015f ve b\u00fcy\u00fcyen bir oyun kitlesine ula\u015fma planlar\u0131n\u0131 anlamak i\u00e7in ba\u011f\u0131ms\u0131z yarat\u0131c\u0131 pazar ara\u015ft\u0131rma ajans\u0131 Atomik Research\u2019\u00fc Birle\u015fik Krall\u0131k ve ABD\u2019de \u015firketlerinde medya sat\u0131n alma sorumlulu\u011funa sahip 400\u2019den fazla kat\u0131l\u0131mc\u0131n\u0131n kat\u0131ld\u0131\u011f\u0131 \u00e7evrim i\u00e7i anket i\u00e7in bir ara\u015ft\u0131rma y\u00fcr\u00fctmek \u00fczere g\u00f6revlendirdi. <\/p>\n\n\n\n<p>Anket, reklamverenlerin yakla\u015f\u0131k %93\u2019\u00fcn\u00fcn son 12 ayda video oyunu reklam harcamalar\u0131nda bir art\u0131\u015f g\u00f6rd\u00fc\u011f\u00fcn\u00fc ortaya koydu. Ancak, oyun i\u00e7i reklamc\u0131l\u0131\u011f\u0131n yayg\u0131nl\u0131\u011f\u0131 artm\u0131\u015f olsa da, bir\u00e7ok ki\u015fi taraf\u0131ndan hala gri bir alan olarak g\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n<p>Admix CEO\u2019su ve Kurucu Orta\u011f\u0131 Samuel Huber, \u201cMasa\u00fcst\u00fc web 2000\u2019li y\u0131llarda bask\u0131n medya kanal\u0131yd\u0131 ve 2010\u2019larda sosyal medya taraf\u0131ndan geride b\u0131rak\u0131ld\u0131. Video oyunlar\u0131 da \u015fimdi geleneksel medya kanallar\u0131n\u0131n tac\u0131n\u0131 talep etmenin zirvesinde. Bununla birlikte, al\u0131c\u0131lar bunun genel olarak fark\u0131nda olsalar da, anket, ger\u00e7e\u011fe d\u00f6n\u00fc\u015fmeye ne kadar yak\u0131n oldu\u011fumuzu hafife ald\u0131klar\u0131n\u0131 ortaya koyuyor.\u201d dedi.<\/p>\n\n\n\n<p>Anket sonucunda ortaya \u00e7\u0131kan \u00f6nemli bulgular:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Oyun reklamlar\u0131ndaki b\u00fcy\u00fcme<\/strong> \u2013 Medya buyers\u2019lar\u0131n %81\u2019i \u00f6n\u00fcm\u00fczdeki 12 ay i\u00e7inde oyun i\u00e7i reklam harcamalar\u0131n\u0131 s\u00fcrd\u00fcrmeyi veya art\u0131rmay\u0131 planlarken, %93\u2019\u00fc 2025 y\u0131l\u0131na kadar bir t\u00fcr oyun i\u00e7i reklam yay\u0131nlamay\u0131 planl\u0131yor.<\/li>\n\n\n\n<li><strong>B\u00fcy\u00fcmek i\u00e7in temel etkenler<\/strong> \u2013 Oyun i\u00e7i reklamc\u0131l\u0131\u011f\u0131n arkas\u0131ndaki h\u0131zla geli\u015fen altyap\u0131, programl\u0131 se\u00e7eneklerin kullan\u0131labilirli\u011fi, oyun i\u00e7i reklam performans\u0131 i\u00e7in \u00fc\u00e7\u00fcnc\u00fc taraf do\u011frulamas\u0131 ve belirtilen oyun i\u00e7i envanterin kullan\u0131labilirli\u011findeki art\u0131\u015f ile b\u00fcy\u00fcmesini sa\u011fl\u0131yor.<\/li>\n\n\n\n<li><strong>Adaptasyonun \u00f6n\u00fcndeki engeller<\/strong> \u2013 Bununla birlikte, media buyer\u2019lar\u0131n be\u015fte biri, oyun i\u00e7i reklamc\u0131l\u0131\u011fa yat\u0131r\u0131m yapmaman\u0131n en b\u00fcy\u00fck nedeni olarak anlay\u0131\u015f eksikli\u011fini g\u00f6sterdi ve %31\u2019i bunu gri bir alan olarak de\u011ferlendirdi.<\/li>\n\n\n\n<li><strong>Oyuncu harcamas\u0131<\/strong> \u2013 Reklamverenler video oyunlar\u0131n\u0131n devasa bir pazar oldu\u011funun fark\u0131nda \u2013 %34 oyuncular\u0131n ortalama harcamas\u0131n\u0131n 100 ila 500 milyar dolar aras\u0131nda oldu\u011funa inan\u0131yor. Asl\u0131nda, oyuncular\u0131n 2020\u2019de 165 milyar dolar harcad\u0131\u011f\u0131 tahmin ediliyor \u2013 bunun yar\u0131s\u0131ndan fazlas\u0131 mobil oyunlara.<\/li>\n\n\n\n<li><strong>Oyuncu kitleleri<\/strong> \u2013 Media buyer\u2019lar, bir erkek konsol oyuncusu profiline en \u00e7ok benzeyen tipik bir oyuncu alg\u0131s\u0131yla, oyun kitlelerinin \u00f6l\u00e7e\u011fini ve \u00e7e\u015fitlili\u011fini b\u00fcy\u00fck \u00f6l\u00e7\u00fcde hafife al\u0131yor. \u00dc\u00e7\u00fcnc\u00fcs\u00fc, g\u00fcnl\u00fck 100 ila 500 milyon aktif oyuncu oldu\u011funa inan\u0131rken, %27\u2019si 500 milyon ila 1 milyar aras\u0131nda oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor. Ger\u00e7ekte, d\u00fcnya \u00e7ap\u0131nda 3 milyar insan var \u2013 2,8 milyar\u0131 mobilde oynuyor \u2013 e\u015fit bir cinsiyet ayr\u0131m\u0131yla.<\/li>\n\n\n\n<li><strong>Transatlantik farkl\u0131l\u0131klar<\/strong> \u2013 ABD markalar\u0131 \u0130ngiltere\u2019deki muadillerinden daha temkinli g\u00f6r\u00fcn\u00fcyor. ABD\u2019li al\u0131c\u0131lar\u0131n %23\u2019\u00fc, m\u00fc\u015fterilerin direni\u015fi nedeniyle oyun i\u00e7i reklamlara harcama yapmazken, Birle\u015fik Krall\u0131k\u2019taki bu oran yaln\u0131zca %9. ABD\u2019de bu oran %33\u2019e y\u00fckseldi.<\/li>\n<\/ul>\n\n\n\n<p><strong>Samuel Huber\u2019\u0131n bu bulgular \u00fczerine yorumu:<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00dc\u00e7 milyardan fazla oyuncunun y\u00fcz milyarlarca dolarl\u0131k y\u0131ll\u0131k gelir getirmesiyle, bir sonraki \u00f6nemli medya kanal\u0131 olarak video oyunlar\u0131n\u0131 g\u00f6rmezden gelmek imkans\u0131z. Ger\u00e7ekten de Netflix\u2019in Fortnite\u2019\u0131 di\u011fer iste\u011fe ba\u011fl\u0131 video platformlar\u0131ndan daha b\u00fcy\u00fck bir rakip olarak g\u00f6rmesi \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fil. Ancak media buyer\u2019lar, oyun d\u00fcnyas\u0131n\u0131n bir medya kanal\u0131 olarak potansiyelinin kesinlikle fark\u0131nda olsalar da, bu anketin bulgular\u0131ndan, oyuna nas\u0131l eri\u015feceklerinden emin olmad\u0131klar\u0131 a\u00e7\u0131k\u00e7a belli oluyor. Oyun d\u00fcnyas\u0131, bir\u00e7ok reklamverenin kafas\u0131nda hala b\u00fcy\u00fck, soyut bir f\u0131rsatt\u0131r. Bu nedenle, onlara Oyun \u0130\u00e7i (In-Game) ile anlaml\u0131 bir \u015fekilde eri\u015fmeleri i\u00e7in ihtiya\u00e7 duyduklar\u0131 bilgi ve g\u00fcveni vermek i\u00e7in e\u011fitime ihtiya\u00e7 vard\u0131r.<\/p>\n<\/blockquote>\n\n\n\n<p>Oyunlar\u0131n bir sonraki potansiyel medya kanal\u0131 olmas\u0131 \u00fczerine yap\u0131lan anketin t\u00fcm bulgular\u0131na eri\u015fmek ve indirmek i\u00e7in <a rel=\"noopener nofollow\" href=\"https:\/\/admixplay.com\/game-on-for-advertisers\/?utm_campaign=Game%20On%20for%20Advertisers&utm_source=mobidictum&utm_medium=article\" target=\"_blank\">buraya<\/a> t\u0131klay\u0131n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Admix&#8217;in yeni raporu, reklamverenlerin oyun i\u00e7i reklamlara y\u00f6nelik tutumlar\u0131n\u0131 g\u00f6steriyor.<\/p>\n","protected":false},"author":1,"featured_media":18666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8861],"tags":[],"class_list":["post-18685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobidictum-haberler"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/18685","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=18685"}],"version-history":[{"count":2,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/18685\/revisions"}],"predecessor-version":[{"id":156711,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/18685\/revisions\/156711"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/18666"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=18685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=18685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=18685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}