{"id":36853,"date":"2022-06-13T11:13:18","date_gmt":"2022-06-13T08:13:18","guid":{"rendered":"https:\/\/mobidictum.com\/?p=36853"},"modified":"2022-07-21T16:49:45","modified_gmt":"2022-07-21T13:49:45","slug":"turkiye-oyun-reklam-dikkat-arastirmasi-mobil","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/turkiye-oyun-reklam-dikkat-arastirmasi-mobil\/","title":{"rendered":"Oyunlar\u0131n aras\u0131na eklenen reklamlarla T\u00fcrkiye&#8217;de daha ba\u015far\u0131l\u0131 oluyor"},"content":{"rendered":"\n<p>Digital Turbine ve GlobalWebIndex, T\u00fcrkiye\u2019deki kullan\u0131c\u0131lar\u0131n mobil cihazlar\u0131nda kar\u015f\u0131la\u015ft\u0131klar\u0131 reklamlara verdikleri tepkileri ortaya koyan bir \u00e7al\u0131\u015fmaya imza att\u0131.  &#8216;Reklam Dikkat Ara\u015ft\u0131rmas\u0131\u2019na g\u00f6re reklamverenlerin \u00fclkemizde en \u00f6nemli g\u00f6rd\u00fc\u011f\u00fc hedef kitle <strong>&#8220;g\u00fcn\u00fcn hi\u00e7bir saati cep telefonunu elinden d\u00fc\u015f\u00fcrmeyen T\u00fcrk t\u00fcketicisi&#8221; <\/strong>olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<p>Mevzubahis ara\u015ft\u0131rmaya 110 ki\u015fi kat\u0131ld\u0131. <strong>Kat\u0131l\u0131mc\u0131lar\u0131n %75\u2019i televizyon izlerken, %68\u2019i yatakta uyumadan \u00f6nce, %65\u2019i ise \u00f6\u011fle yeme\u011fi, i\u015f aras\u0131 gibi molalarda mobil uygulamalara giri\u015f yapt\u0131\u011f\u0131n\u0131 belirtiyor<\/strong>. Ara\u015ft\u0131rman\u0131n en can al\u0131c\u0131 k\u0131sm\u0131ysa <strong>kat\u0131l\u0131mc\u0131lar\u0131n %66&#8217;s\u0131n\u0131n reklamlarla ak\u0131ll\u0131 telefonlarda kar\u015f\u0131la\u015fmay\u0131 tercih etmesi <\/strong>oldu. Ara\u015ft\u0131rmay\u0131 yorumlayan ekibe g\u00f6re bu veri markalar ve reklam verenler i\u00e7in mobil kanallar\u0131n \u00f6nemini bir kez daha ortaya koyuyor.<\/p>\n\n\n\n<h2 id=\"en-cok-video-reklamlar-tiklaniyor\" class=\"wp-block-heading\">En \u00e7ok video reklamlar t\u0131klan\u0131yor<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-1024x576.jpg\" alt=\"\" class=\"wp-image-36860\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-1024x576.jpg 1024w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-300x169.jpg 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-768x432.jpg 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-380x214.jpg 380w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-800x450.jpg 800w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2-1160x653.jpg 1160w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-2.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Kullan\u0131c\u0131lar en \u00e7ok TV izlerken mobil uygulamalara giri\u015f yap\u0131yorlar.<\/figcaption><\/figure>\n\n\n\n<p>Bu ara\u015ft\u0131rmaya g\u00f6re k<strong>ullan\u0131c\u0131lar\u0131n %54&#8217;\u00fc mobil oyunlarda \u201cg\u00fcnde 30 dakika ile 1 saat aras\u0131\u201d zaman ge\u00e7iriyor. <\/strong>Ara\u015ft\u0131rmaya dahil olan ki\u015filerin %83\u2019\u00fc son \u00fc\u00e7 ay i\u00e7inde ak\u0131ll\u0131 telefonlar\u0131nda en az bir defa bir oyuna giri\u015f yapm\u0131\u015f.<\/p>\n\n\n\n<p>Bu noktada en can al\u0131c\u0131 verilerden biri de bu detay: <strong>Kullan\u0131c\u0131lar\u0131n %55&#8217;i reklamlarla oyunlarda kar\u015f\u0131la\u015fmay\u0131 tercih ediyor. <\/strong>Buna ek olarak <strong>kat\u0131l\u0131mc\u0131lar\u0131n %30\u2019u reklamlarla oyun uygulamalar\u0131nda kar\u015f\u0131la\u015ft\u0131ktan sonra \u00fcr\u00fcn, hizmet, marka ara\u015ft\u0131rmas\u0131 yapt\u0131\u011f\u0131n\u0131 belirtirken, %29\u2019u ise reklama t\u0131klad\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. <\/strong><\/p>\n\n\n\n<p>Ara\u015ft\u0131rmaya kat\u0131lan <strong>kullan\u0131c\u0131lar \u00e7evrimi\u00e7i reklam modelleri aras\u0131nda %53 ile en \u00e7ok video reklamlar\u0131 ile etkile\u015fime ge\u00e7tiklerini ifade etti.<\/strong> Bunu takiben %50\u2019si g\u00f6r\u00fcnt\u00fcl\u00fc reklamlar\/bannerlar ve %33\u2019\u00fcyse native reklamlarla etkile\u015fime ge\u00e7meyi tercih etti.<\/p>\n\n\n\n<h2 id=\"duygusal-hikayeler-daha-cok-akilda-kaliyor\" class=\"wp-block-heading\">Duygusal hikayeler daha \u00e7ok ak\u0131lda kal\u0131yor&nbsp;<\/h2>\n\n\n\n<p>Reklamlar\u0131n\u0131n hat\u0131rlanabilir olmas\u0131 markalar i\u00e7in hayati \u00f6nem ta\u015f\u0131yor. <strong>T\u00fcrkiye&#8217;deki kullan\u0131c\u0131lar\u0131n %79&#8217;u etkile\u015fime ge\u00e7tikleri reklamlar\u0131 daha \u00e7ok hat\u0131rlad\u0131\u011f\u0131n\u0131 belirtiyor. <\/strong>Ayr\u0131ca %89&#8217;u, kendilerine hitap eden reklamlar\u0131 daha fazla hat\u0131rlad\u0131klar\u0131n\u0131 s\u00f6ylerken, <strong>%84&#8217;\u00fc duygusal bir hikayeye yer verildi\u011finde o reklam\u0131 daha fazla hat\u0131rlad\u0131klar\u0131n\u0131 dile getiriyor. <\/strong><\/p>\n\n\n\n<p>Ara\u015ft\u0131rmaya g\u00f6re T\u00fcrkiye\u2019deki kullan\u0131c\u0131lar\u0131n %57\u2019si e\u011fer reklam kendilerine hitap ediyorsa, %52\u2019si kupon, indirim gibi bir \u00f6d\u00fcl veriyorsa, %38\u2019i ise reklam \u00fcr\u00fcn veya sundu\u011fu hizmetle ilgili bilgi veriyorsa kendisinin dikkatini \u00e7ekti\u011fini belirtiyor.<\/p>\n\n\n\n<h2 id=\"reklam-15-saniyeyi-gecmemeli\" class=\"wp-block-heading\">Reklam 15 saniyeyi ge\u00e7memeli<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-1024x576.jpg\" alt=\"\" class=\"wp-image-36862\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-1024x576.jpg 1024w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-300x169.jpg 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-768x432.jpg 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-380x214.jpg 380w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-800x450.jpg 800w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3-1160x653.jpg 1160w, https:\/\/mobidictum.com\/wp-content\/uploads\/2022\/06\/Turkiye-reklam-dikkat-arastirmasi-3.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Kullan\u0131c\u0131lar\u0131n \u00f6nemli bir k\u0131sm\u0131 bir reklam\u0131n en fazla 10-15 saniye uzunlu\u011funda olmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/figcaption><\/figure>\n\n\n\n<p>Dijital reklam d\u00fcnyas\u0131nda rekabet hi\u00e7 olmad\u0131\u011f\u0131 kadar y\u00fcksek. Bu sebeple marka ve reklam verenlerin hedef kitlelerinin dikkatini \u00e7ekmesi ger\u00e7ekten \u00f6nemli. <strong>Bu nedenle markalar\u0131n al\u0131c\u0131s\u0131n\u0131 pozitif bir an\u0131nda yakalamas\u0131 ka\u00e7\u0131n\u0131lmaz. <\/strong><\/p>\n\n\n\n<p>&#8216;Reklam Dikkat Ara\u015ft\u0131rmas\u0131&#8217; ortaya koydu\u011fu verilerle bu konuya da a\u00e7\u0131kl\u0131k getiriyor. <strong>Ara\u015ft\u0131rmaya g\u00f6re kullan\u0131c\u0131lar\u0131n %51\u2019i bir reklamla etkile\u015fime ge\u00e7erken mutlu, %42\u2019si ne\u015feli, %41\u2019i ise rahat hissetti\u011fini belirtiyor. <\/strong>Markalar\u0131n reklamlar\u0131n \u00e7ok uzun ve s\u0131k\u0131c\u0131 da olmamas\u0131na da ayr\u0131ca dikkat etmeleri gerekiyor. T\u00fcrkiye&#8217;deki kullan\u0131c\u0131lar\u0131n %40&#8217;\u0131 bir reklam\u0131n 10-15 saniye uzunlu\u011funda olmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n","protected":false},"excerpt":{"rendered":"T\u00fcrk t\u00fcketicisinin reklam izleme al\u0131\u015fkanl\u0131klar\u0131 yap\u0131lan bir ara\u015ft\u0131rmayla ortaya konuldu. Buna g\u00f6re t\u00fcketici en \u00e7ok mobil oyun oynarken reklam izliyor.\n","protected":false},"author":59,"featured_media":36858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8861],"tags":[],"class_list":{"0":"post-36853","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"cs-entry","9":"cs-video-wrap"},"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36853","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\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=36853"}],"version-history":[{"count":1,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36853\/revisions"}],"predecessor-version":[{"id":40136,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36853\/revisions\/40136"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/36858"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=36853"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=36853"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=36853"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}