{"id":20465,"date":"2021-11-10T17:00:00","date_gmt":"2021-11-10T14:00:00","guid":{"rendered":"https:\/\/mobidictum.com\/?p=20465"},"modified":"2023-04-25T11:57:02","modified_gmt":"2023-04-25T08:57:02","slug":"casual-oyun-reklam-maliyetlerinde-dusus-gozlemleniyor","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/casual-oyun-reklam-maliyetlerinde-dusus-gozlemleniyor\/","title":{"rendered":"Casual oyun reklam maliyetlerinde d\u00fc\u015f\u00fc\u015f g\u00f6zlemleniyor"},"content":{"rendered":"\n

Mobil pazarlamac\u0131lar i\u00e7in makine \u00f6\u011frenimi (machine learning) ve b\u00fcy\u00fcme \u00e7\u00f6z\u00fcmlerinde uzman bir firma olan Moloco<\/a><\/strong>, oyun reklam maliyetleri raporunu yay\u0131nlad\u0131. Rapora g\u00f6re, iOS 14.6’n\u0131n yay\u0131nlanmas\u0131ndan bu yana, casual oyun reklam maliyetleri %38 d\u00fc\u015f\u00fc\u015f g\u00f6sterdi<\/strong>. \u00d6te yandan, core oyun reklam maliyetlerinin ise %78 artt\u0131\u011f\u0131<\/strong> tespit edildi.<\/p>\n\n\n\n

Bu ve di\u011fer i\u00e7g\u00f6r\u00fcler, Moloco’nun yeni yay\u0131nlanan “IDFA Sonras\u0131 Mobil Oyun Reklam Maliyetleri: Casual vs Core<\/a>” raporunda yer al\u0131yor. Rapor, Apple’\u0131n en son gizlilik k\u0131s\u0131tlamalar\u0131n\u0131n mobil oyun pazarlamac\u0131lar\u0131 i\u00e7in kullan\u0131c\u0131 edinme maliyeti \u00fczerindeki etkisini daha iyi anlamak i\u00e7in programatik reklamc\u0131l\u0131k verilerini analiz etti.<\/p>\n\n\n\n

Moloco CEO’su Ikkjin Ahn<\/strong> konuya ili\u015fkin \u015funlar\u0131 s\u00f6yledi:<\/p>\n\n\n\n

“iOS 14.6’n\u0131n piyasaya s\u00fcr\u00fclmesi, mobil pazarlamac\u0131lar i\u00e7in gidi\u015fat\u0131 de\u011fi\u015ftirdi. Casual oyunlar\u0131n iOS y\u00fcklemeleri, Android y\u00fcklemelerinin ortalama maliyetinin iki kat\u0131ndan daha fazla iken, \u015fimdi yaln\u0131zca biraz daha pahal\u0131. Ek olarak, her ge\u00e7en g\u00fcn daha fazla kullan\u0131c\u0131 izlemeyi devre d\u0131\u015f\u0131 b\u0131rakt\u0131k\u00e7a, reklamverenler y\u00fcksek de\u011ferli kullan\u0131c\u0131lar\u0131 \u00e7ekmek i\u00e7in rekabet ederken core oyunlar\u0131n y\u00fckleme maliyetleri art\u0131yor. Bu de\u011fi\u015fiklikler \u00f6nemli olmas\u0131na ra\u011fmen, bu rapordaki veriler 2021’in 4. \u00e7eyre\u011fi ve sonras\u0131nda ba\u015far\u0131ya giden a\u00e7\u0131k bir yolu g\u00f6steriyor”<\/em><\/p><\/blockquote>\n\n\n\n

Arcade, kart, bulmaca gibi casual oyunlar i\u00e7in ortalama y\u00fckleme ba\u015f\u0131na maliyet (CPI)<\/strong>, 24 May\u0131s 2021’de iOS 14.6’n\u0131n yay\u0131nlanmas\u0131ndan bu yana %38 d\u00fc\u015ft\u00fc<\/strong>. iOS’ta, CPI, casual oyunlar i\u00e7in oranlar %45 d\u00fc\u015ferken<\/strong>, d\u00fc\u015f\u00fc\u015f Android’de %30 olarak ger\u00e7ekle\u015fti<\/strong>. iOS 14.5’in piyasaya s\u00fcr\u00fclmesinden sonra reklam maliyetleri ba\u015flang\u0131\u00e7ta , iOS’ta %20 ve Android’de %97 olmak \u00fczere, her iki platformda da artt\u0131. Sonras\u0131nda ise Apple’\u0131n Uygulama \u0130zleme \u015eeffafl\u0131\u011f\u0131 (ATT) politikas\u0131n\u0131n bir par\u00e7as\u0131 olarak uygulanan prosed\u00fcrler sonras\u0131nda d\u00fc\u015ft\u00fc.<\/p>\n\n\n\n

\"Casual-Game-Cost-Decline\"
Reklam maliyetleri s\u00fcr\u00fcmlere g\u00f6re de\u011fi\u015fiklik g\u00f6sterdi.<\/figcaption><\/figure>\n\n\n\n

Bu arada aksiyon, spor, yar\u0131\u015f ve kart oyunlar\u0131n\u0131 i\u00e7eren core oyunlar kategorisinde, hem iOS hem de Android’de, iOS 14.5’in piyasaya s\u00fcr\u00fclmesinden sonra reklam maliyetlerinin artt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcld\u00fc. Artan maliyetler iOS i\u00e7in %10 ve Android i\u00e7in %67 olarak tespit edildi<\/strong>. Ancak bu art\u0131\u015f, iOS 14.6’n\u0131n piyasaya s\u00fcr\u00fclmesinden sonra tutarl\u0131 olarak s\u00fcrmedi. iOS’ta ortalama CPI fazladan %64 artarken, Android taraf\u0131nda ise ortalama CPI %8 d\u00fc\u015f\u00fc\u015f g\u00f6sterdi. Bu veriler, reklamverenlerin iki ayr\u0131 platfom ve oyun kategorisi i\u00e7in nas\u0131l hareket etti\u011fine dair de ipucu vermektedir. Piyasalarda genel olarak core oyunlar, casual oyunlardan daha de\u011ferliymi\u015f gibi kabul g\u00f6r\u00fcyor. Di\u011fer yandan iOS trafi\u011fi de bir tak\u0131m etmenlerden dolay\u0131 Android trafi\u011finden daha de\u011ferli g\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n

\"Core
Core oyunlar i\u00e7in casual oyunlardan daha de\u011ferli alg\u0131s\u0131 var.<\/figcaption><\/figure>\n\n\n\n

Moloco, IDFA sonras\u0131 d\u00fcnyada reklam maliyetlerinin nas\u0131l de\u011fi\u015fece\u011fini anlamak i\u00e7in iOS ve Android programatik reklamc\u0131l\u0131k ekosistemlerindeki 13,5 milyar reklam g\u00f6sterimini<\/strong> analiz etti. \u201cIDFA Sonras\u0131 Mobil Oyun Reklam Maliyetleri: Casual ve Core\u201d raporundaki t\u00fcm veriler, Ocak ve Eyl\u00fcl 2021 aras\u0131nda, Moloco Cloud<\/strong> otomatik mobil reklam sat\u0131n alma platformu arac\u0131l\u0131\u011f\u0131yla topland\u0131.<\/p>\n\n\n\n

Moloco Cloud, mobil pazarlamac\u0131lar\u0131, sekt\u00f6r\u00fcn \u00f6nde gelen borsalar\u0131 arac\u0131l\u0131\u011f\u0131yla programatik olarak tedarik d\u00fcnyas\u0131na ba\u011fl\u0131yor. Programl\u0131 reklamc\u0131l\u0131k operasyonlar\u0131 \u00fczerinde tam kontrol sa\u011fl\u0131yor ve kampanya performans\u0131n\u0131 en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in tescilli makine \u00f6\u011frenimi algoritmalar\u0131ndan yararlan\u0131yor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Moloco taraf\u0131ndan yay\u0131nlanan rapora g\u00f6re, iOS 14.6’n\u0131n yay\u0131nlanmas\u0131ndan bu yana, casual oyun reklam maliyetleri %38 d\u00fc\u015f\u00fc\u015f g\u00f6sterdi.<\/p>\n","protected":false},"author":52,"featured_media":20481,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8879],"tags":[],"class_list":["post-20465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-raporlar"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/20465","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\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=20465"}],"version-history":[{"count":1,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/20465\/revisions"}],"predecessor-version":[{"id":151827,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/20465\/revisions\/151827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/20481"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=20465"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=20465"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=20465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}