{"id":44608,"date":"2026-01-03T16:20:24","date_gmt":"2026-01-03T13:20:24","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44608"},"modified":"2026-01-05T10:45:21","modified_gmt":"2026-01-05T07:45:21","slug":"connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur\/","title":{"rendered":"Connected TV ile Omnichannel Medya Stratejisi Nas\u0131l Kurulur?"},"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-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur\/#CTVyi_Dogru_Yere_Konumlandirmak\" >CTV\u2019yi Do\u011fru Yere Konumland\u0131rmak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur\/#Omnichannel_Kurgunun_Temel_Taslari\" >Omnichannel Kurgunun Temel Ta\u015flar\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur\/#CTVden_Performansa_Akan_Yol\" >CTV\u2019den Performansa Akan Yol<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tv-ile-omnichannel-medya-stratejisi-nasil-kurulur\/#Olcumleme_Sadece_Izlenme_Yetmez\" >\u00d6l\u00e7\u00fcmleme: Sadece \u0130zlenme Yetmez<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Connected TV (CTV), uzun s\u00fcredir \u201cy\u00fckselen mecra\u201d olarak konu\u015fuluyordu. Bug\u00fcn ise art\u0131k merkezde. \u00c7\u00fcnk\u00fc CTV, yaln\u0131zca bir ekran de\u011fil; ev i\u00e7indeki en g\u00fc\u00e7l\u00fc dikkat alan\u0131n\u0131 dijitalin \u00f6l\u00e7\u00fcm, hedefleme ve optimizasyon kabiliyetiyle birle\u015ftiren bir yap\u0131.<\/p>\n\n\n\n<p>Ancak kritik nokta \u015fu:<br>CTV tek ba\u015f\u0131na bir \u00e7\u00f6z\u00fcm de\u011fil. As\u0131l de\u011fer, omnichannel bir medya kurgusunun par\u00e7as\u0131 oldu\u011funda ortaya \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ctv-yi-dogru-yere-konumlandirmak\"><span class=\"ez-toc-section\" id=\"CTVyi_Dogru_Yere_Konumlandirmak\"><\/span>CTV\u2019yi Do\u011fru Yere Konumland\u0131rmak<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV\u2019yi klasik TV\u2019nin dijital versiyonu gibi ele almak en s\u0131k yap\u0131lan hata. Oysa CTV\u2019nin rol\u00fc farkl\u0131d\u0131r:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>B\u00fcy\u00fck ekranda y\u00fcksek dikkat<\/li>\n\n\n\n<li>Hane ve cihaz bazl\u0131 hedefleme<\/li>\n\n\n\n<li>Dijital kanallarla veri ak\u0131\u015f\u0131<\/li>\n\n\n\n<li>\u00d6l\u00e7\u00fclebilir frekans ve etki<\/li>\n<\/ul>\n\n\n\n<p>Bu nedenle CTV, funnel\u2019\u0131n \u00fcst\u00fcnde \u201ceri\u015fim\u201d g\u00f6revini \u00fcstlenirken; orta ve alt katmanlarda di\u011fer kanallar\u0131 besleyen bir tetikleyici olarak \u00e7al\u0131\u015fmal\u0131d\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"omnichannel-kurgunun-temel-taslari\"><span class=\"ez-toc-section\" id=\"Omnichannel_Kurgunun_Temel_Taslari\"><\/span>Omnichannel Kurgunun Temel Ta\u015flar\u0131<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>1. Ortak Veri ve Kimlik Mant\u0131\u011f\u0131<\/strong><\/p>\n\n\n\n<p>CTV kampanyas\u0131, izole bir medya sat\u0131n almas\u0131 olmamal\u0131.<br>Ama\u00e7, CTV\u2019de temas edilen kullan\u0131c\u0131y\u0131:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mobilde,<\/li>\n\n\n\n<li>Sosyal medyada,<\/li>\n\n\n\n<li>Aramada,<\/li>\n\n\n\n<li>Web ve uygulama i\u00e7inde<\/li>\n<\/ul>\n\n\n\n<p>tan\u0131yabilmek ve tutarl\u0131 \u015fekilde ilerletebilmek.<\/p>\n\n\n\n<p>Bunun i\u00e7in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hane ID,<\/li>\n\n\n\n<li>Cihaz e\u015fle\u015ftirme,<\/li>\n\n\n\n<li>Birinci parti veri entegrasyonu<\/li>\n<\/ul>\n\n\n\n<p>olmazsa olmaz.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-ab3ac31\" id=\"gspb_image-id-gsbp-ab3ac31\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2026\/01\/Connected-TV-ile-Omnichannel-Medya-Stratejisi-Nasil-Kurulur-scaled.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"2560\" height=\"1429\" title=\"\"><\/div>\n\n\n\n<p><strong>2. Mesaj\u0131n Kanala G\u00f6re Evrilmesi<\/strong><\/p>\n\n\n\n<p>Omnichannel olmak, her yerde ayn\u0131 kreatifi g\u00f6stermek de\u011fildir.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV: Hik\u00e2ye, duygu, konumland\u0131rma<\/li>\n\n\n\n<li>Sosyal: K\u0131sa, h\u0131zl\u0131, tepki odakl\u0131<\/li>\n\n\n\n<li>Search: \u0130htiya\u00e7 ve niyet<\/li>\n\n\n\n<li>Display \/ Programmatic: Hat\u0131rlatma ve peki\u015ftirme<\/li>\n<\/ul>\n\n\n\n<p>CTV\u2019de ba\u015flat\u0131lan anlat\u0131, di\u011fer kanallarda daha fonksiyonel ve aksiyon odakl\u0131 hale evrilmelidir.<\/p>\n\n\n\n<p><strong>3. Frekans ve Zamanlama Kontrol\u00fc<\/strong><\/p>\n\n\n\n<p>CTV\u2019nin g\u00fcc\u00fc ayn\u0131 zamanda riski de bar\u0131nd\u0131r\u0131r: a\u015f\u0131r\u0131 g\u00f6r\u00fcn\u00fcrl\u00fck.<\/p>\n\n\n\n<p>Omnichannel stratejide:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV frekans\u0131 s\u0131n\u0131rland\u0131r\u0131lmal\u0131<\/li>\n\n\n\n<li>Ayn\u0131 kullan\u0131c\u0131ya ayn\u0131 g\u00fcn i\u00e7inde farkl\u0131 kanallardan anlams\u0131z tekrar yap\u0131lmamal\u0131<\/li>\n\n\n\n<li>Temaslar zamana yay\u0131lmal\u0131<\/li>\n<\/ul>\n\n\n\n<p>\u0130yi bir kurgu, \u201c\u00e7ok g\u00f6r\u00fcnmek\u201d de\u011fil, do\u011fru s\u0131rayla g\u00f6r\u00fcnmek \u00fczerine kurulur.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ctv-den-performansa-akan-yol\"><span class=\"ez-toc-section\" id=\"CTVden_Performansa_Akan_Yol\"><\/span>CTV\u2019den Performansa Akan Yol<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En etkili omnichannel CTV stratejileri genellikle \u015fu \u015fekilde \u00e7al\u0131\u015f\u0131r:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>CTV temas\u0131<br>Kullan\u0131c\u0131 markay\u0131 b\u00fcy\u00fck ekranda, dikkatinin en y\u00fcksek oldu\u011fu anda g\u00f6r\u00fcr.<br><\/li>\n\n\n\n<li>Second-screen davran\u0131\u015f\u0131<br>Ayn\u0131 anda mobilde sosyal medya veya arama ba\u015flar.<br><\/li>\n\n\n\n<li>Tetiklenen kanallar\n<ul class=\"wp-block-list\">\n<li>Paid social<\/li>\n\n\n\n<li>YouTube<\/li>\n\n\n\n<li>Search<\/li>\n\n\n\n<li>Programmatic display<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Performans katman\u0131<br>Remarketing, teklif mesajlar\u0131, lokasyon veya ihtiya\u00e7 bazl\u0131 kreatifler devreye girer.<\/li>\n<\/ol>\n\n\n\n<p>Bu ak\u0131\u015fta CTV, d\u00f6n\u00fc\u015f\u00fcm\u00fc yapan kanal de\u011fil; d\u00f6n\u00fc\u015f\u00fcm\u00fc m\u00fcmk\u00fcn k\u0131lan kanald\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"olcumleme-sadece-izlenme-yetmez\"><span class=\"ez-toc-section\" id=\"Olcumleme_Sadece_Izlenme_Yetmez\"><\/span>\u00d6l\u00e7\u00fcmleme: Sadece \u0130zlenme Yetmez<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV omnichannel stratejisinde ba\u015far\u0131, yaln\u0131zca:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Completion rate<\/li>\n\n\n\n<li>Reach<\/li>\n\n\n\n<li>Impression<\/li>\n<\/ul>\n\n\n\n<p>ile \u00f6l\u00e7\u00fclmez.<\/p>\n\n\n\n<p>As\u0131l bak\u0131lmas\u0131 gerekenler:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV sonras\u0131 search art\u0131\u015f\u0131<\/li>\n\n\n\n<li>Site trafi\u011finde kalite<\/li>\n\n\n\n<li>Sosyal ve display kampanyalar\u0131n\u0131n CPA de\u011fi\u015fimi<\/li>\n\n\n\n<li>Kanal bazl\u0131 d\u00f6n\u00fc\u015f\u00fcm katk\u0131s\u0131 (incrementality)<\/li>\n<\/ul>\n\n\n\n<p>CTV\u2019nin ger\u00e7ek etkisi, di\u011fer kanallar\u0131n performans\u0131n\u0131 nas\u0131l de\u011fi\u015ftirdi\u011fiyle anla\u015f\u0131l\u0131r.<\/p>\n\n\n\n<p>Connected TV, do\u011fru kurgulanmad\u0131\u011f\u0131nda pahal\u0131 bir vitrin olabilir.<br>Do\u011fru omnichannel stratejiyle ise:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marka alg\u0131s\u0131n\u0131 g\u00fc\u00e7lendirir,<\/li>\n\n\n\n<li>Performans kanallar\u0131n\u0131 h\u0131zland\u0131r\u0131r,<\/li>\n\n\n\n<li>Medya yat\u0131r\u0131m\u0131n\u0131n tamam\u0131n\u0131 daha verimli hale getirir.<\/li>\n<\/ul>\n\n\n\n<p>Mesele CTV\u2019de olmak de\u011fil.<br>Mesele, CTV\u2019yi b\u00fct\u00fcn oyunun akl\u0131yla oynamak.<\/p>\n\n\n\n<p><strong><em>Marker Groupe\u2019un geli\u015ftirme hizmetleri hakk\u0131nda bilgi edinmek i\u00e7in bizimle&nbsp;<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\">MarkerGroupe.com<\/a>&nbsp;web sitesi veya&nbsp;<a>hello@markergroupe.com<\/a>&nbsp; e-posta adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Connected TV (CTV), uzun s\u00fcredir \u201cy\u00fckselen mecra\u201d olarak konu\u015fuluyordu. Bug\u00fcn ise art\u0131k merkezde. \u00c7\u00fcnk\u00fc CTV, yaln\u0131zca bir ekran de\u011fil; ev i\u00e7indeki en g\u00fc\u00e7l\u00fc dikkat alan\u0131n\u0131 dijitalin \u00f6l\u00e7\u00fcm, hedefleme ve optimizasyon kabiliyetiyle birle\u015ftiren bir yap\u0131. Ancak kritik nokta \u015fu:CTV tek ba\u015f\u0131na bir \u00e7\u00f6z\u00fcm de\u011fil. As\u0131l de\u011fer, omnichannel bir medya kurgusunun par\u00e7as\u0131 oldu\u011funda ortaya \u00e7\u0131k\u0131yor. CTV\u2019yi Do\u011fru [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44609,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-ab3ac31 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1505],"tags":[2571,2070],"class_list":["post-44608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-medya","tag-connected-tv-ctv","tag-dijital-medya"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44608","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=44608"}],"version-history":[{"count":2,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44608\/revisions"}],"predecessor-version":[{"id":44634,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44608\/revisions\/44634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44609"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}