{"id":45924,"date":"2026-09-23T14:40:53","date_gmt":"2026-09-23T11:40:53","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=45924"},"modified":"2026-09-23T16:25:35","modified_gmt":"2026-09-23T13:25:35","slug":"ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/","title":{"rendered":"CTV ve OTT Aras\u0131ndaki Fark Nedir? Dijital TV Reklamc\u0131l\u0131\u011f\u0131nda Nas\u0131l Kullan\u0131l\u0131r?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 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=\"\u0130\u00e7indekiler Tablosunu A\u00e7\/Kapat\"><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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#CTV_Nedir\" >CTV Nedir?<\/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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#OTT_Nedir\" >OTT Nedir?<\/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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#CTV_ve_OTT_Arasindaki_Temel_Fark_Nedir\" >CTV ve OTT Aras\u0131ndaki Temel Fark Nedir?<\/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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#CTV_ve_OTT_Reklamlari_Nasil_Hedeflenir\" >CTV ve OTT Reklamlar\u0131 Nas\u0131l Hedeflenir?<\/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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#CTV_ve_OTT_Kampanyalarinda_Hangi_KPIlar_Takip_Edilir\" >CTV ve OTT Kampanyalar\u0131nda Hangi KPI\u2019lar Takip Edilir?<\/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\/ctv-ve-ott-arasindaki-fark-nedir-dijital-tv-reklamciliginda-nasil-kullanilir\/#CTV_mi_OTT_mi_Daha_Uygun\" >CTV mi OTT mi Daha Uygun?<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">Televizyon izleme al\u0131\u015fkanl\u0131klar\u0131, lineer yay\u0131nlardan internet ba\u011flant\u0131l\u0131 cihazlara ve streaming platformlar\u0131na do\u011fru geni\u015fliyor. Bu d\u00f6n\u00fc\u015f\u00fcmle birlikte <strong>CTV ve OTT<\/strong>, dijital medya planlamas\u0131nda daha s\u0131k kullan\u0131lan iki kavram haline geldi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her ne kadar \u00e7o\u011fu zaman ayn\u0131 anlamda kullan\u0131lsa da aralar\u0131nda temel bir fark bulunuyor: <strong>CTV bir cihaz ve izleme ortam\u0131n\u0131, OTT ise i\u00e7eri\u011fin internet \u00fczerinden kullan\u0131c\u0131ya ula\u015ft\u0131r\u0131lma y\u00f6ntemini ifade eder.<\/strong><\/p>\n\n\n\n<h2 id=\"ctv-nedir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Nedir\"><\/span><strong>CTV Nedir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CTV, <strong>Connected TV<\/strong> anlam\u0131na gelir. \u0130nternete ba\u011flanabilen ve dijital video i\u00e7eriklerinin izlenebildi\u011fi Smart TV, Apple TV, Chromecast veya oyun konsollar\u0131 gibi cihazlar\u0131 kapsar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CTV reklamc\u0131l\u0131\u011f\u0131, televizyonun b\u00fcy\u00fck ekran deneyimini dijital reklamc\u0131l\u0131\u011f\u0131n <strong>audience targeting, programmatic buying ve measurement<\/strong> imk\u00e2nlar\u0131yla birle\u015ftirir. B\u00f6ylece markalar belirli hedef kitle segmentlerine b\u00fcy\u00fck ekran \u00fczerinden ula\u015fabilir.<\/p>\n\n\n\n<h2 id=\"ott-nedir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"OTT_Nedir\"><\/span><strong>OTT Nedir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">OTT, <strong>Over-the-Top<\/strong> kavram\u0131n\u0131n k\u0131saltmas\u0131d\u0131r ve video i\u00e7eriklerinin geleneksel kablo veya uydu altyap\u0131s\u0131ndan ba\u011f\u0131ms\u0131z olarak internet \u00fczerinden sunulmas\u0131n\u0131 ifade eder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">OTT i\u00e7erikleri;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Smart TV<\/li>\n\n\n\n<li>Mobil cihaz<\/li>\n\n\n\n<li>Tablet<\/li>\n\n\n\n<li>Masa\u00fcst\u00fc<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">gibi farkl\u0131 cihazlardan t\u00fcketilebilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu nedenle OTT yaln\u0131zca televizyon ekran\u0131yla s\u0131n\u0131rl\u0131 de\u011fildir. CTV cihaz\u0131 \u00fczerinden izlenen bir streaming i\u00e7eri\u011fi OTT deneyiminin par\u00e7as\u0131 olabilirken, ayn\u0131 i\u00e7erik mobil cihaz \u00fczerinden de t\u00fcketilebilir.<\/p>\n\n\n\n<h2 id=\"ctv-ve-ott-arasindaki-temel-fark-nedir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_ve_OTT_Arasindaki_Temel_Fark_Nedir\"><\/span><strong>CTV ve OTT Aras\u0131ndaki Temel Fark Nedir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Temel ayr\u0131m cihaz ve da\u011f\u0131t\u0131m modeli \u00fczerinden yap\u0131l\u0131r:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>CTV:<\/strong> \u0130nternet ba\u011flant\u0131l\u0131 televizyon ekran\u0131n\u0131 ve cihaz\u0131 ifade eder.<\/li>\n\n\n\n<li><strong>OTT:<\/strong> \u0130\u00e7eri\u011fin internet \u00fczerinden da\u011f\u0131t\u0131lmas\u0131d\u0131r.<\/li>\n\n\n\n<li><strong>CTV reklamlar\u0131:<\/strong> B\u00fcy\u00fck ekranlarda g\u00f6sterilir.<\/li>\n\n\n\n<li><strong>OTT reklamlar\u0131:<\/strong> Mobil, tablet, desktop ve Smart TV gibi farkl\u0131 ekranlara ula\u015fabilir.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Her iki yap\u0131 da programmatic advertising, audience segmentation ve dijital \u00f6l\u00e7\u00fcmleme s\u00fcre\u00e7lerine dahil edilebilir.<\/p>\n\n\n\n<h2 id=\"ctv-ve-ott-reklamlari-nasil-hedeflenir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_ve_OTT_Reklamlari_Nasil_Hedeflenir\"><\/span><strong>CTV ve OTT Reklamlar\u0131 Nas\u0131l Hedeflenir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hedefleme se\u00e7enekleri yay\u0131nc\u0131ya ve kullan\u0131lan teknolojiye g\u00f6re de\u011fi\u015febilmekle birlikte kampanyalarda;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Demografik ve lokasyon hedefleme<\/li>\n\n\n\n<li>First-party data ve CRM audience<\/li>\n\n\n\n<li>Household targeting<\/li>\n\n\n\n<li>Contextual targeting<\/li>\n\n\n\n<li>Retargeting<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">gibi y\u00f6ntemlerden yararlan\u0131labilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu yap\u0131, geleneksel TV\u2019nin geni\u015f eri\u015fimini dijital reklamc\u0131l\u0131\u011f\u0131n veri odakl\u0131 hedefleme kabiliyetiyle bir araya getirir.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-f267846\" id=\"gspb_image-id-gsbp-f267846\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2026\/09\/CTV-ve-OTT-Arasindaki-Fark.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"1672\" height=\"941\" title=\"\"><\/div>\n\n\n\n<h2 id=\"ctv-ve-ott-kampanyalarinda-hangi-kpi-lar-takip-edilir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_ve_OTT_Kampanyalarinda_Hangi_KPIlar_Takip_Edilir\"><\/span><strong>CTV ve OTT Kampanyalar\u0131nda Hangi KPI\u2019lar Takip Edilir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CTV ve OTT kampanyalar\u0131 yaln\u0131zca conversion veya ROAS \u00fczerinden de\u011ferlendirilmemelidir. \u00d6zellikle <strong>brand awareness, consideration ve incremental reach<\/strong> hedeflerinde farkl\u0131 KPI\u2019lar \u00f6nem kazan\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Takip edilebilecek ba\u015fl\u0131ca metrikler:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reach ve frequency<\/li>\n\n\n\n<li>CPM<\/li>\n\n\n\n<li>Video Completion Rate<\/li>\n\n\n\n<li>Incremental Reach<\/li>\n\n\n\n<li>Website Visit ve Conversion<\/li>\n\n\n\n<li>Brand Lift<\/li>\n<\/ul>\n\n\n\n<h2 id=\"ctv-mi-ott-mi-daha-uygun\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_mi_OTT_mi_Daha_Uygun\"><\/span><strong>CTV mi OTT mi Daha Uygun?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bu sorunun tek bir cevab\u0131 yoktur. Se\u00e7im; kampanya hedefi, hedef kitle, medya b\u00fct\u00e7esi, kreatif format ve \u00f6l\u00e7\u00fcmleme altyap\u0131s\u0131na g\u00f6re yap\u0131lmal\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CTV, b\u00fcy\u00fck ekran ve household reach a\u00e7\u0131s\u0131ndan \u00f6ne \u00e7\u0131karken; OTT farkl\u0131 cihazlarda daha geni\u015f bir streaming ekosistemine eri\u015fim sa\u011flayabilir. Bu nedenle iki yap\u0131, <strong>Advanced TV ve full-funnel medya planlamas\u0131<\/strong> i\u00e7erisinde birlikte de\u011ferlendirilebilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hizmetlerimiz hakk\u0131nda detayl\u0131 bilgi almak i\u00e7in\u00a0<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\"><em>MarkerGroupe.com<\/em><\/a><em>\u00a0<\/em>\u00a0web sitesini ziyaret edebilir veya\u00a0<em>\u00a0<\/em><a href=\"mailto:hello@markergroupe.com\"><em>hello@markergroupe.com<\/em><\/a>adresinden bizimle ileti\u015fime ge\u00e7ebilirsiniz.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Televizyon izleme al\u0131\u015fkanl\u0131klar\u0131, lineer yay\u0131nlardan internet ba\u011flant\u0131l\u0131 cihazlara ve streaming platformlar\u0131na do\u011fru geni\u015fliyor. Bu d\u00f6n\u00fc\u015f\u00fcmle birlikte CTV ve OTT, dijital medya planlamas\u0131nda daha s\u0131k kullan\u0131lan iki kavram haline geldi. Her ne kadar \u00e7o\u011fu zaman ayn\u0131 anlamda kullan\u0131lsa da aralar\u0131nda temel bir fark bulunuyor: CTV bir cihaz ve izleme ortam\u0131n\u0131, OTT ise i\u00e7eri\u011fin internet \u00fczerinden kullan\u0131c\u0131ya [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45925,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-f267846 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1505],"tags":[2571],"class_list":["post-45924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-medya","tag-connected-tv-ctv"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":7}},"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/45924","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=45924"}],"version-history":[{"count":1,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/45924\/revisions"}],"predecessor-version":[{"id":45927,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/45924\/revisions\/45927"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/45925"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=45924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=45924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=45924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}