{"id":44616,"date":"2026-01-05T00:01:27","date_gmt":"2026-01-04T21:01:27","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44616"},"modified":"2026-01-05T10:42:07","modified_gmt":"2026-01-05T07:42:07","slug":"addressable-tv-ile-hane-bazli-reklam-hedefleme","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/","title":{"rendered":"Addressable TV ile Hane Bazl\u0131 Reklam Hedefleme"},"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\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Addressable_TV_Nedir_Ne_Degildir\" >Addressable TV Nedir, Ne De\u011fildir?<\/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\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Hane_Bazli_Hedefleme_Nasil_Calisir\" >Hane Bazl\u0131 Hedefleme Nas\u0131l \u00c7al\u0131\u015f\u0131r?<\/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\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Addressable_TVnin_Avantajlari\" >Addressable TV\u2019nin Avantajlar\u0131<\/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\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Addressable_TV_ile_Connected_TV_Arasindaki_Fark\" >Addressable TV ile Connected TV Aras\u0131ndaki Fark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Olcumleme_Nasil_Yapilir\" >\u00d6l\u00e7\u00fcmleme Nas\u0131l Yap\u0131l\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.markergroupe.com\/tr\/addressable-tv-ile-hane-bazli-reklam-hedefleme\/#Sinirlar_ve_Gercekci_Beklentiler\" >S\u0131n\u0131rlar ve Ger\u00e7ek\u00e7i Beklentiler<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Addressable TV, televizyon reklamc\u0131l\u0131\u011f\u0131n\u0131n uzun s\u00fcredir ihtiya\u00e7 duydu\u011fu bir k\u0131r\u0131lma noktas\u0131. Ayn\u0131 program\u0131 izleyen farkl\u0131 hanelere farkl\u0131 reklamlar\u0131n g\u00f6sterilebilmesi, TV\u2019yi kitlesel bir mecra olmaktan \u00e7\u0131kar\u0131p kontroll\u00fc ve \u00f6l\u00e7\u00fclebilir bir alana d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor. Ancak bu d\u00f6n\u00fc\u015f\u00fcm\u00fc do\u011fru okumak \u00f6nemli. Addressable TV, dijitaldeki birebir hedeflemenin televizyona ta\u015f\u0131nm\u0131\u015f h\u00e2li de\u011fil; TV\u2019nin do\u011fas\u0131na uygun, hane merkezli bir model.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"addressable-tv-nedir-ne-degildir\"><span class=\"ez-toc-section\" id=\"Addressable_TV_Nedir_Ne_Degildir\"><\/span>Addressable TV Nedir, Ne De\u011fildir?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Addressable TV, yay\u0131n ak\u0131\u015f\u0131 kesilmeden, reklam ku\u015fa\u011f\u0131nda yer alan spotlar\u0131n hane baz\u0131nda de\u011fi\u015ftirilmesine imk\u00e2n tan\u0131r. Ayn\u0131 ma\u00e7, ayn\u0131 dizi veya ayn\u0131 haber b\u00fclteni izlenirken:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A hanesi bir otomotiv reklam\u0131 g\u00f6r\u00fcrken<\/li>\n\n\n\n<li>B hanesi bir perakende markas\u0131n\u0131n reklam\u0131n\u0131 izleyebilir<\/li>\n<\/ul>\n\n\n\n<p>Bu yap\u0131, bireysel kullan\u0131c\u0131y\u0131 de\u011fil, haneyi hedef al\u0131r.<\/p>\n\n\n\n<p>\u00d6nemli bir ayr\u0131m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Addressable TV = Hane bazl\u0131<\/li>\n\n\n\n<li>Dijital display \/ sosyal = Kullan\u0131c\u0131 bazl\u0131<\/li>\n<\/ul>\n\n\n\n<p>Bu fark, beklentilerin do\u011fru kurulmas\u0131 a\u00e7\u0131s\u0131ndan kritiktir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hane-bazli-hedefleme-nasil-calisir\"><span class=\"ez-toc-section\" id=\"Hane_Bazli_Hedefleme_Nasil_Calisir\"><\/span>Hane Bazl\u0131 Hedefleme Nas\u0131l \u00c7al\u0131\u015f\u0131r?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Addressable TV\u2019de hedefleme \u00e7o\u011funlukla \u015fu sinyaller \u00fczerinden yap\u0131l\u0131r:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set-top box veya ak\u0131ll\u0131 TV cihaz verileri<\/li>\n\n\n\n<li>Co\u011frafi konum (b\u00f6lge, \u015fehir, mahalle seviyesinde)<\/li>\n\n\n\n<li>Demografik modellemeler<\/li>\n\n\n\n<li>\u0130lgi alan\u0131 ve ya\u015fam tarz\u0131 k\u00fcmeleri<\/li>\n<\/ul>\n\n\n\n<p>Bu veriler, bireysel kimlik i\u00e7ermez. Haneler, istatistiksel modellerle segmentlere ayr\u0131l\u0131r ve reklam e\u015fle\u015fmesi bu segmentler \u00fczerinden yap\u0131l\u0131r.<\/p>\n\n\n\n<p>Yani sistem:<br>\u201cBu evde kim var?\u201d demek yerine<br>\u201cBu ev, hangi profil k\u00fcmelerine benziyor?\u201d sorusuyla \u00e7al\u0131\u015f\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"addressable-tv-nin-avantajlari\"><span class=\"ez-toc-section\" id=\"Addressable_TVnin_Avantajlari\"><\/span>Addressable TV\u2019nin Avantajlar\u0131<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>1. Ak\u0131ll\u0131 Medya Kullan\u0131m\u0131<\/strong><\/p>\n\n\n\n<p>Ulusal TV reklamlar\u0131nda mesaj, ilgisi olmayan milyonlarca haneye ula\u015f\u0131r. Addressable TV\u2019de ise eri\u015fim daral\u0131r ama anlaml\u0131 h\u00e2le gelir.<\/p>\n\n\n\n<p><strong>2. Frekans Kontrol\u00fc<\/strong><\/p>\n\n\n\n<p>Ayn\u0131 haneye:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00e7ok fazla reklam g\u00f6sterilmesi \u00f6nlenir<\/li>\n\n\n\n<li>farkl\u0131 mesajlar\u0131n s\u0131ral\u0131 bi\u00e7imde sunulmas\u0131 m\u00fcmk\u00fcn olur<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Mesaj Uyarlamas\u0131<\/strong><\/p>\n\n\n\n<p>Ayn\u0131 kampanya:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>b\u00f6lgeye,<\/li>\n\n\n\n<li>sosyoekonomik segmente,<\/li>\n\n\n\n<li>kampanya a\u015famas\u0131na<\/li>\n<\/ul>\n\n\n\n<p>g\u00f6re farkl\u0131 kreatiflerle \u00e7al\u0131\u015fabilir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"addressable-tv-ile-connected-tv-arasindaki-fark\"><span class=\"ez-toc-section\" id=\"Addressable_TV_ile_Connected_TV_Arasindaki_Fark\"><\/span>Addressable TV ile Connected TV Aras\u0131ndaki Fark<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bu iki kavram s\u0131k s\u0131k kar\u0131\u015ft\u0131r\u0131l\u0131r.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Addressable TV, geleneksel TV yay\u0131nc\u0131l\u0131\u011f\u0131 i\u00e7inde \u00e7al\u0131\u015fan, yay\u0131nc\u0131 ve operat\u00f6r altyap\u0131s\u0131na dayal\u0131 bir modeldir.<\/li>\n\n\n\n<li>Connected TV (CTV) ise internet \u00fczerinden yay\u0131nlanan i\u00e7eriklerde (streaming platformlar\u0131, ak\u0131ll\u0131 TV uygulamalar\u0131) dijital hedefleme mant\u0131\u011f\u0131yla \u00e7al\u0131\u015f\u0131r.<\/li>\n<\/ul>\n\n\n\n<p>Ortak noktalar\u0131 hane bazl\u0131 olmalar\u0131d\u0131r.<br>Farklar\u0131 ise altyap\u0131 ve \u00f6l\u00e7\u00fcm modelleridir.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-557cfcd\" id=\"gspb_image-id-gsbp-557cfcd\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2026\/01\/Addressable-TV-ile-Hane-Bazli-Reklam-Hedefleme-1-scaled.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"2560\" height=\"1429\" title=\"\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"olcumleme-nasil-yapilir\"><span class=\"ez-toc-section\" id=\"Olcumleme_Nasil_Yapilir\"><\/span>\u00d6l\u00e7\u00fcmleme Nas\u0131l Yap\u0131l\u0131r?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Addressable TV\u2019de \u00f6l\u00e7\u00fcm, klasik TV\u2019ye g\u00f6re daha geli\u015fmi\u015ftir ancak dijital kadar detayl\u0131 de\u011fildir.<\/p>\n\n\n\n<p>Genellikle:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>G\u00f6sterim ve eri\u015fim<\/li>\n\n\n\n<li>Hane bazl\u0131 frekans<\/li>\n\n\n\n<li>Kampanya sonras\u0131 lift analizleri<\/li>\n\n\n\n<li>Dijital kanallarla korelasyon (search art\u0131\u015f\u0131, site trafi\u011fi vb.)<\/li>\n<\/ul>\n\n\n\n<p>\u00fczerinden de\u011ferlendirme yap\u0131l\u0131r.<\/p>\n\n\n\n<p>D\u00f6n\u00fc\u015f\u00fcm \u00f6l\u00e7\u00fcm\u00fc \u00e7o\u011fu zaman dolayl\u0131d\u0131r ve omnichannel bir okuma gerektirir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"sinirlar-ve-gercekci-beklentiler\"><span class=\"ez-toc-section\" id=\"Sinirlar_ve_Gercekci_Beklentiler\"><\/span>S\u0131n\u0131rlar ve Ger\u00e7ek\u00e7i Beklentiler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Addressable TV g\u00fc\u00e7l\u00fcd\u00fcr ama her problemi \u00e7\u00f6zmez:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bireysel kullan\u0131c\u0131 hedefleme yoktur<\/li>\n\n\n\n<li>Anl\u0131k optimizasyon s\u0131n\u0131rl\u0131d\u0131r<\/li>\n\n\n\n<li>Envanter, yay\u0131nc\u0131 ve operat\u00f6rle s\u0131n\u0131rl\u0131 kalabilir<\/li>\n<\/ul>\n\n\n\n<p>Bu nedenle Addressable TV, tek ba\u015f\u0131na de\u011fil; dijital, CTV ve performans kanallar\u0131yla birlikte planland\u0131\u011f\u0131nda ger\u00e7ek de\u011ferini g\u00f6sterir.<\/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>Addressable TV, televizyon reklamc\u0131l\u0131\u011f\u0131n\u0131n uzun s\u00fcredir ihtiya\u00e7 duydu\u011fu bir k\u0131r\u0131lma noktas\u0131. Ayn\u0131 program\u0131 izleyen farkl\u0131 hanelere farkl\u0131 reklamlar\u0131n g\u00f6sterilebilmesi, TV\u2019yi kitlesel bir mecra olmaktan \u00e7\u0131kar\u0131p kontroll\u00fc ve \u00f6l\u00e7\u00fclebilir bir alana d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor. Ancak bu d\u00f6n\u00fc\u015f\u00fcm\u00fc do\u011fru okumak \u00f6nemli. Addressable TV, dijitaldeki birebir hedeflemenin televizyona ta\u015f\u0131nm\u0131\u015f h\u00e2li de\u011fil; TV\u2019nin do\u011fas\u0131na uygun, hane merkezli bir model. Addressable TV [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":44621,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-557cfcd img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1505],"tags":[2520,2070],"class_list":["post-44616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-medya","tag-addressable-tv","tag-dijital-medya"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44616","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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=44616"}],"version-history":[{"count":2,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44616\/revisions"}],"predecessor-version":[{"id":44633,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44616\/revisions\/44633"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44621"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44616"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44616"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44616"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}