Araştırma Makalesi
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Dijital Reklamda Yeni Perde: Örnek Vaka İncelemeleriyle Perakende Medya

Yıl 2025, Cilt: 7 Sayı: 2, 64 - 92, 31.07.2025

Erdem Taşdemir , Hilal Sevimli

https://doi.org/10.47771/aid.1663834

Öz

Bilimsel pazarlama çağına geçiş yaptığımız 21. yüzyılda, reklam ve pazarlama uygulamalarında veriyi işlemek giderek önem kazanmaktadır. Pazarlama faaliyetlerinde etkilenmesi amaçlanan hedef kitle ilgisinin yakıtı veridir. Veriyi faydalı kılmak ve güçlü bir marka sadakati inşa etmek, doğru veriyi en doğru şekilde değerlendirerek mümkündür. Dijital reklamcılığın üçüncü dalgası olarak adlandırılan perakende medya da birincil verinin en doğru biçimde kullanımını sağlayarak, perakende medya ağlarında markaların reklamlarını doğru kitlelere doğru şekilde iletilmesini sağlamaktadır. Dünyada ve Türkiye’de kullanımı hızlanarak artan ve markaların kitlelere hedefli ve kişiselleştirilmiş reklamlar sunmasını sağlayan perakende medyanın kullanımının hızlı ivme kazanışı düşünüldüğünde, yapılan literatür taraması sonucunda kavrama ilişkin Türk literatüründe yapılan çalışmalara rastlanmılmamış olması, ilgili literatür için büyük bir boşluktur. Bu çalışmada, Türk literatüründeki bu boşluğu doldurmak amacıyla nitel araştırma yöntemlerinden örnek olay analizi kullanılmış; kavrama ilişkin detaylı bir bakış sunduktan sonra İspanya, Almanya, Birleşik Krallık ve Türkiye’den perakende medya vaka analizlerini incelenmiştir. Çalışmanın sonucunda, sponsorluk gibi geleneksel yöntemlerden ziyade, dijitalleşen dünya düzeninde markaların daha hedefli reklamlar sunabilmek ve tüketici deneyimlerini iyileştirebilmek için verinin gücünü, diğer bir ifadeyle perakende medyayı etkin bir şekilde kullanması gerektiği görülmüştür.

Anahtar Kelimeler

Pazarlama Reklamcılık Dijital Reklamcılık Perakende Medya Veri

Etik Beyan

Bu çalışma için herhangi bir etik kurul raporu almaya gerek duyulmamaktadır.

Destekleyen Kurum

Destekleyen kurum bulunmamaktadır.

Teşekkür

-

Kaynakça

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A New Chapter in Digital Advertising: Retail Media Through Case Studies

Yıl 2025, Cilt: 7 Sayı: 2, 64 - 92, 31.07.2025

Erdem Taşdemir , Hilal Sevimli

https://doi.org/10.47771/aid.1663834

Öz

In the 21st century, where we have entered the age of scientific marketing, processing data in advertising and marketing applications is becoming increasingly important. The fuel of the target audience interest that is intended to be influenced in marketing activities is data. Making data useful and building strong brand loyalty is possible by evaluating the right data in the most accurate way. Retail media, referred to as the third wave of digital advertising, ensures the precise use of first-party data, allowing brands to deliver their advertisements to the right audiences in retail media networks. Given the rapid acceleration in the adoption of retail media worldwide and in Türkiye, and its ability to offer brands targeted and personalized advertisements to consumers, the researchers have not found any studies related to the concept in the Turkish literature as a result of the literature review, which represents a significant gap. This study aims to fill this gap in Turkish literature by using the case study method, one of the qualitative research approaches. After providing a detailed overview of the concept, it examines retail media case studies from Spain, Germany, the United Kingdom, and Türkiye. The study concludes that, rather than relying on traditional methods such as sponsorships, brands must harness the power of data—specifically, retail media—to offer more targeted advertisements and improve consumer experiences in an increasingly digitalized world.

Anahtar Kelimeler

Marketing Advertising Digital Advertising Retail Media Data

Kaynakça

  • Abhishek, V., Jerath, K., & Sharma, S. (2023). The impact of retial media on online marketplaces: Insights from a field experiment. Information Systems Research. http://dx.doi.org/10.2139/ssrn.3013468
  • Abhishek, V., Jerath, K., ve Zhang, Z. J. (2016). Agency selling or reselling? Channel structures in electronics retailing. Management Science, 62(8), 2259-2280.
  • Almestarihi, R., Ahmad, A. B., Frangieh, R. H., Abu-Alsandos, I. A., Nser, K., & Ziani, A. (2023). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12(2), 1275-1284.
  • Ascarsa, E., Israeli, A., ve Chammas, C. (2022, Ağustos). Retail media networks. Harvard Business School. https://www.hbs.edu/faculty/Pages/item.aspx?num=62843 adresinden alındı
  • Aytaçlı, B. (2012). Durum çalışmasına ayrıntılı bir bakış. Adnan Menderes Üniversitesi Eğitim Fakültesi Eğitim Bilimleri Dergisi, 3(1), 1-9. http://dergi.adu.edu.tr/egitimbilimleri/
  • Bartholomew, D. E., & Williamson, M. (2022). Retail media networks. Journal of Retailing and Consumer Services, 69(2), 103-119.
  • Batra, R., & Keller, K. L. (2016). Integrating marketing communucations: New findings, new lessons and new ideas. Journal of Marketing, 80(6), 122-145.
  • Borison, R. (2015, Mayıs 26). EBay launches promoted listings ads to help sellers reach buyers. The Street. 26.09.2024 tarihinde https://www.thestreet.com/technology/ebay-launches-promoted-listings-ads-to-help-sellers-reach-buyers-13163593 adresinden alındı.
  • Borle, S., Singh, S. S., & Jain, D. C. (2008). Customer lifetime value measurement. Management Science, 54(1), 100-112.
  • Bronnenberg, B. J., Jun, B. K., & Mela, C. F. (2014). Zooming in on choice: How do consumers search for cameras online? Marketing Science, 35(5), 693-712.
  • Budvytis, A. (2024). Modelling return on advertising spend. Subscription-based B2C business case study (Master's thesis, Vilnus University).
  • Calderón, M. E. (2023). Retail Media: Acercando a marcas y consumidores en el terreno digital. Ctrl: Control & Strategias, 714, 62-65.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practise. Pearson Education.
  • Chen, Y. (2025). A practical guide to budget pacing algorithms in digital advertising. ArXiv. 1-216. https://arxiv.org/abs/2503.06942?utm
  • Choi, J. W., Jerath, K., & Sayedi, A. (2023). Retail media and manufacturer response. SSRN. http://dx.doi.org/10.2139/ssrn.4619125
  • Choi, W., Jerath, K., & Sayedi, A. (2024). Endemic and non-endemic retail media: the role of brand response. Summer Institute in Competitive Strategy. 1-35. https://sics.haas.berkeley.edu/pdf_2024/cjs.pdf
  • Crammer-Flood, E. (2024, Şubat 7). Worldwide retail media ad spending forecast 2024. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/worldwide-retail-media-ad-spending-forecast-2024 adresinden alındı.
  • Creswell, J. W. (2023). Nitel araştırma yöntemleri beş yaklaşıma göre nitel araştırma ve araştırma deseni (M. Bütün ve S. B. Demir eds.). Siyasal Kitabevi.
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  • De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491-507. https://doi.org/10.1016/j.ijresmar.2015.12.001
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  • Lebow, S. (2023, Haziran 6). Amazon gains on Google and Meta, as duopoly becomes a triopoly. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/amazon-primed-success-against-google-meta-duopoly-becomes-true-triopoly adresinden alındı.
  • Lebow, S. (2024, Eylül 9). Guide to retail media: rapid growth, expanding formats and emerging opportunities. Emarketer. 25.09.2024 tarihinde https://www.emarketer.com/insights/guide-retail-media/ adresinden alındı.
  • Lecinski, J. (2011). Winning the zero moment of truth. Google Inc.
  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
  • Lewis, R. A., & Reiley, D. H. (2014). Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo! Quantitive Marketing and Economics, 12, 235-266. https://doi.org/10.1007/s11129-014-9146-6
  • Li, S. C., & Chiu, T. P. (2023). Research on retail media advertisements and consumer requirements - taking e-commerce listing pages as an example. A. Marcus, E. Rosenzweig & M. M. Soares (Eds.), International conference on human-computer interaction. Design, user experience and usability (s. 106-122). Springer. https://doi.org/10.1007/978-3-031-35696-4_9
  • Lipsman, A. (2021, Kasım 17). Amazon advertising 2021. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/amazon-advertising-2021 adresinden alındı.
  • Long, F. (2024). Retail media on online platforms as resellers or marketplaces. Kenan Institute of Private Enterprise, 1-39. http://dx.doi.org/10.2139/ssrn.4507593
  • Marketing Türkiye. (2024). Age of scientific marketing. 23(411), 31-43.
  • Masters, K. (2022, Ekim 7). Retail media is now 11% of total ad spend. here are 5 factors driving that figure. Forbes. 29.09.2024 tarihinde https://www.forbes.com/sites/kirimasters/2022/10/07/retail-media-is-now-11-of-total-ad-spend-here-are-5-factors-driving-that-figure/ adresinden alındı.
  • Mediacat. (2021, Eylül 7). Migros'un perakende medya şirketi Mimeda faaliyete geçti. Mediacat. 30.09.2024 tarihinde https://mediacat.com/migrosun-perakende-medya-sirketi-mimeda-faaliyete-gecti/ adresinden alındı.
  • Mimeda. (2024). Loreal Case Study. Mimeda. 02.10.2024 tarihinde https://mimeda.com.tr/ana-sayfa/loreal-case-study/ adresinden alındı.
  • Mimeda. (t.y.). Hakkımızda. Mimeda. 02.10.2024 tarihinde https://mimeda.com.tr/hakkimizda/ adresinden alındı.
  • Mortwitz, V., Johnson, E. J., & Schmittlein, D. C. (1993). Does measuring intent change behavior? Journal of Consumer Research, 20(1), 46-61. https://doi.org/10.1086/209332
  • Nebot, S., & Esquivel, J. (2023). Retail media: las marcas no deberían vivir sin el. Ctrl: Control & Strategias, 714, 44-46.
  • Nyagadza, B. (2020). Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 13(3), 407-425. https://doi.org/10.1386/jdmp_00036_1
  • Olusola, A. (2011). The impact of advertising on sales volume of a product A case study of Starcomms Plc, Nigeria (Yayımlanmamış lisans tezi) Häme University.
  • Pasquarelli, A. (2021, Ekim 27). Why more retailers have media networks and what the rise means for agencies. Adage. 29.09.2024 tarihinde https://adage.com/article/marketing-news-strategy/rise-retail-media-networks-and-implications-agencies/2376136 adresinden alındı.
  • Qin, V., Pauwels, K., & Zhou, B. (2024). Data-driven budget allocation of retail media by ad product, funnel, metric and brand size. Journal of Marketing Analytics, 12, 235-249. https://doi.org/10.1057/s41270-024-00294-2
  • Radcliffe, D. (2023, Şubat). Retail media: the hot trend media execs can’t afford to ignore. Researchgate. 19.09.2024 tarihinde https://www.researchgate.net/publication/368329804_Retail_media_the_hot_trend_media_execs_can't_afford_to_ignore adresinden alındı.
  • Schießl, M., & Görtz, J. P. (2023). Ein neues dreigestirn am US-werbe himmel: retail media und die differenzierung digitaler werbung (werbekanäle). Transfer: Zeitschrift für Kommunikation & Markenmanagement, 69(3), 50-54.
  • Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87, 29-42. https://doi.org/10.1016/j.jretai.2011.04.007
  • Shields, M. (2017, Mart 6). Amazon and Pinterest threaten to shake up the search ad market. The wall street journal. 29.06.2024 tarihinde https://www.wsj.com/articles/amazon-and-pinterest-threaten-to-shake-up-the-search-ad-market-1488798004 adresinden alındı.
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Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Reklam Araştırmaları, Pazarlama İletişimi
Bölüm Araştırma Makaleleri
Yazarlar

Erdem Taşdemir 0000-0002-9781-4099

Hilal Sevimli 0000-0002-9043-5643

Yayımlanma Tarihi 31 Temmuz 2025
Gönderilme Tarihi 23 Mart 2025
Kabul Tarihi 24 Temmuz 2025
Yayımlandığı Sayı Yıl 2025Cilt: 7 Sayı: 2

Kaynak Göster

APA Taşdemir, E., & Sevimli, H. (2025). Dijital Reklamda Yeni Perde: Örnek Vaka İncelemeleriyle Perakende Medya. Aksaray İletişim Dergisi, 7(2), 64-92. https://doi.org/10.47771/aid.1663834
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