{"id":34466,"date":"2022-01-21T08:15:41","date_gmt":"2022-01-21T05:15:41","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=34466"},"modified":"2025-07-04T14:54:32","modified_gmt":"2025-07-04T11:54:32","slug":"youtubeda-etkili-frekans-stratejisi-ile-efektif-medya-yatirimi-yapmak","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/youtubeda-etkili-frekans-stratejisi-ile-efektif-medya-yatirimi-yapmak\/","title":{"rendered":"YouTube\u2019da Etkili Frekans Stratejisi \u0130le Efektif Medya Yat\u0131r\u0131m\u0131 Yapmak"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/youtubeda-etkili-frekans-stratejisi-ile-efektif-medya-yatirimi-yapmak\/#YouTubeun_Marka_Metriklerine_Olan_Gercek_Etkisini_Olcun\" >YouTube&#8217;un Marka Metriklerine Olan Ger\u00e7ek Etkisini \u00d6l\u00e7\u00fcn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/youtubeda-etkili-frekans-stratejisi-ile-efektif-medya-yatirimi-yapmak\/#YouTube_Uzerinden_TVye_Benzer_Bir_Medya_Planlamasi_Yapin\" >YouTube \u00dczerinden TV\u2019ye Benzer Bir Medya Planlamas\u0131 Yap\u0131n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/youtubeda-etkili-frekans-stratejisi-ile-efektif-medya-yatirimi-yapmak\/#Erisim_ve_Frekans_Yonetimini_Birlikte_Degerlendirin\" >Eri\u015fim ve Frekans Y\u00f6netimini Birlikte De\u011ferlendirin<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>Pandemiyle birlikte video izlenmelerinde ya\u015fanan h\u0131zl\u0131 y\u00fckseli\u015f bir s\u0131r de\u011fil. YouTube, reklamverenlerin do\u011fru kitlelere y\u00fcksek frekanslarda ula\u015fmas\u0131 ve marka bilinirli\u011fine katk\u0131 sa\u011flamas\u0131 i\u00e7in yeni yollar\u0131n kilidini a\u00e7\u0131yor.<\/strong><\/p>\n<p>Bu e\u011filim, de\u011fi\u015fen bir pazara uyum sa\u011flayan ve medya yat\u0131r\u0131mlar\u0131n\u0131 geni\u015fletmeye \u00e7al\u0131\u015fan video reklamverenleri i\u00e7in \u00f6nemli sorular\u0131 g\u00fcndeme getiriyor. Reklamverenler, g\u00f6r\u00fcnt\u00fcleme art\u0131\u015flar\u0131ndan en iyi \u015fekilde nas\u0131l yararlanabilir? Medya b\u00fct\u00e7esi daha efektif nas\u0131l harcanabilir? Kanallar aras\u0131nda nas\u0131l bir frekans stratejisi izlenmeli ki marka metrikleri y\u00fckselsin? Bu sorular\u0131 bir marka hikayesi \u00fczerinden yan\u0131tlayal\u0131m.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"YouTubeun_Marka_Metriklerine_Olan_Gercek_Etkisini_Olcun\"><\/span>YouTube&#8217;un Marka Metriklerine Olan Ger\u00e7ek Etkisini \u00d6l\u00e7\u00fcn<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Aptamil \u00c7ocuk Devam S\u00fctleri, hedef kitlesine hem televizyon hem dijital kanallar\u0131 \u00fczerinden ileti\u015fim yapmas\u0131na ra\u011fmen dijitalde yay\u0131nlanan reklamlar\u0131n\u0131n hat\u0131rlanma oranlar\u0131n\u0131n televizyona g\u00f6re d\u00fc\u015f\u00fck oldu\u011funu g\u00f6zlemledi.<\/p>\n<p>T\u00fcketicinin g\u00f6z\u00fcnden YouTube yay\u0131nlar\u0131n\u0131n, televizyon yay\u0131nlar\u0131ndan olan fark\u0131n\u0131 daha iyi anlamak istedi\u011finde ise en b\u00fcy\u00fck fark\u0131n iki mecra aras\u0131ndaki frekans fark\u0131 oldu\u011funu tespit etti. \u0130ki mecran\u0131n sat\u0131n almas\u0131n\u0131n farkl\u0131la\u015fmas\u0131ndan \u00f6t\u00fcr\u00fc YouTube yay\u0131nlar\u0131nda genelde maksimum bir frekans \u00e7at\u0131s\u0131 belirlerken, televizyon yay\u0131nlar\u0131nda minimum bir frekans hedeflemesi yaparak ilerliyordu. Bunun sonucunda da YouTube\u2019un marka metriklerine olan katk\u0131s\u0131n\u0131 istedi\u011fi seviyede \u00f6l\u00e7emiyordu.<\/p>\n<p>\u0130ki mecradaki benzer eri\u015fim seviyesini koruyarak frekanslar\u0131n e\u015fitlendi\u011fi durumda verdi\u011fi mesaj\u0131n daha da g\u00fc\u00e7lenece\u011fini tahmin ederek bu hipotezi test etmeye karar verdi ve YouTube yay\u0131nlar\u0131nda frekans seviyesini 5 kat\u0131na \u00e7\u0131kard\u0131. Bunun sonucunda da marka metriklerinde art\u0131\u015f g\u00f6rmeyi hedefledi.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"YouTube_Uzerinden_TVye_Benzer_Bir_Medya_Planlamasi_Yapin\"><\/span>YouTube \u00dczerinden TV\u2019ye Benzer Bir Medya Planlamas\u0131 Yap\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>YouTube \u00fczerinden TV\u2019dekine benzer bir medya planlamas\u0131 yap\u0131ld\u0131. Sonu\u00e7lar\u0131 do\u011fru \u00f6l\u00e7\u00fcmlemek i\u00e7in reklam filmleri optimize edilerek televizyon ve dijitalde iki farkl\u0131 reklam filmi yay\u0131nland\u0131. \u00d6nceki aylarda bir kampanyan\u0131n ortalama frekans\u0131 ortalama 2-3 seviyelerinde ger\u00e7ekle\u015firken, frekans 11.5 seviyesine y\u00fckseldi.<\/p>\n<p>Danone T\u00fcrkiye Dijital Pazarlama M\u00fcd\u00fcr\u00fc Sinan Arslan \u015f\u00f6yle a\u00e7\u0131kl\u0131yor; \u201cDijitalde \u00e7o\u011fu reklamveren olabildi\u011fince fazla kullan\u0131c\u0131ya eri\u015fmeyi \u00f6nceliklendirir. Bunun sonucunda da mesaj\u0131 ayda 2-3 kezden fazla iletmemi\u015f olur. Biz bu uygulaman\u0131n aksine dijitalde eri\u015fime paralel y\u00fcksek frekans alman\u0131n reklam hat\u0131rlanma skorlar\u0131n\u0131 TV ile ayn\u0131 seviyeye \u00e7\u0131kartt\u0131\u011f\u0131n\u0131 \u00f6l\u00e7\u00fcmledik. Bunu yapabilmek i\u00e7in de dijitalde yay\u0131nlamak istedigimiz videolar\u0131m\u0131z\u0131 \u00f6nceliklendirdik, birden fazla reklam filmine yat\u0131r\u0131m yapmak yerine bir reklam filmine y\u00fcksek eri\u015fim ve y\u00fcksek frekans ile yat\u0131r\u0131m yapt\u0131k.\u201d<\/p>\n<p>https:\/\/www.youtube.com\/watch?v=2Wz2U36bosc<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Erisim_ve_Frekans_Yonetimini_Birlikte_Degerlendirin\"><\/span>Eri\u015fim ve Frekans Y\u00f6netimini Birlikte De\u011ferlendirin<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Televizyon ve YouTube birlikte yap\u0131lan yay\u0131nlarda, yay\u0131nlar\u0131n etkisini anlayabilmek i\u00e7in genellikle belirli de\u011fi\u015fkenlerle test yap\u0131l\u0131rken, sabit de\u011fi\u015fken b\u00fct\u00e7e olarak al\u0131n\u0131yor. Buradaki farkl\u0131 yakla\u015f\u0131m, b\u00fct\u00e7e ve planlama de\u011fi\u015fikli\u011finden ziyade, hedef kitleye verilmek istenen mesaj\u0131 iki mecradan da ayn\u0131 seviyeden verildi\u011fine emin olmakt\u0131.<\/p>\n<p>Sinan Arslan \u015f\u00f6yle devam ediyor; \u201cMedya ajans\u0131m\u0131z Wavemaker\u2019dan Programmatic Services Manager Kaan Ebrem ve Performance Marketing Manager Ece Koru ile birlikte Display &amp; Video 360 \u00fczerinden YouTube In-Stream kampanyas\u0131 kurduk ve yay\u0131nlar\u0131m\u0131z\u0131 Potansiyel Olu\u015fturma ve de Yeniden Pazarlama olmak \u00fczere iki ana listede kurgulad\u0131k.\u201d Potansiyel olu\u015fturma kitlesi i\u00e7in s\u0131f\u0131rdan yeniden pazarlama kitleleri olu\u015fturuldu ve bu kitleye y\u00fcksek frekans ile reklam filmi g\u00f6sterildi. \u0130stenilen kitle b\u00fcy\u00fckl\u00fc\u011f\u00fcne eri\u015filince ise, potansiyel olu\u015fturma yay\u0131nlar\u0131 durdurulup yeniden pazarlama kitleleri \u00fczerinden yay\u0131na devam edildi.<\/p>\n<p>Reklam g\u00f6sterim s\u0131kl\u0131\u011f\u0131 hedeflendi\u011fi gibi 5 kat y\u00fckseldi ve ger\u00e7ekle\u015fen frekans 11 oldu. Kantar Millward Brown, Brand Health Tracking sonu\u00e7lar\u0131na g\u00f6re dijitalde yay\u0131nlanan reklam hat\u0131rlanma skoru (36) TV\u2019de yay\u0131nlanan reklam hat\u0131rlanma skoruna (39) yeti\u015fti. Google Brand Lift sonu\u00e7lar\u0131na g\u00f6re reklam hat\u0131rlanma oran\u0131 %30 relative lift sa\u011flad\u0131.<\/p>\n<p>Danone T\u00fcrkiye Medya ve Dijital Direkt\u00f6r\u00fc \u015eeyma \u00d6zhan ise \u015fu \u015fekilde \u00f6zetliyor; \u201cTelevizyonda al\u0131nan hedef kitledeki eri\u015fim ve frekans\u0131n ayn\u0131s\u0131n\u0131 YouTube \u00fczerinden ald\u0131\u011f\u0131m\u0131zda neler olur, asl\u0131nda bunu \u00f6l\u00e7mek istedik. Sizlerin de net bir hedef kitleniz var ise; yakla\u015f\u0131m\u0131n\u0131z\u0131 kitleye mesaj\u0131n\u0131z\u0131n gitti\u011fine emin olacak \u015fekilde, eri\u015fim bak\u0131\u015f a\u00e7\u0131s\u0131na ek olarak frekans y\u00f6netimini de ekleyerek marka metriklerinize katk\u0131da bulunabilirsiniz.\u201d<\/p>\n<p>Kaynak: <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/tr-tr\/\" target=\"_blank\" rel=\"noopener\">Think With Google<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pandemiyle birlikte video izlenmelerinde ya\u015fanan h\u0131zl\u0131 y\u00fckseli\u015f bir s\u0131r de\u011fil. YouTube, reklamverenlerin do\u011fru kitlelere y\u00fcksek frekanslarda ula\u015fmas\u0131 ve marka bilinirli\u011fine katk\u0131 sa\u011flamas\u0131 i\u00e7in yeni yollar\u0131n kilidini a\u00e7\u0131yor. Bu e\u011filim, de\u011fi\u015fen bir pazara uyum sa\u011flayan ve medya yat\u0131r\u0131mlar\u0131n\u0131 geni\u015fletmeye \u00e7al\u0131\u015fan video reklamverenleri i\u00e7in \u00f6nemli sorular\u0131 g\u00fcndeme getiriyor. Reklamverenler, g\u00f6r\u00fcnt\u00fcleme art\u0131\u015flar\u0131ndan en iyi \u015fekilde nas\u0131l yararlanabilir? Medya [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35776,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1505,1489],"tags":[1473,1527],"class_list":["post-34466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-medya","category-dijital-pazarlama","tag-digital-marker-tr","tag-youtube"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34466","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=34466"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34466\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35776"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=34466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=34466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=34466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}