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Turkish Digital Market in RTB era: New players and new role sort.
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Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
Performance Based
Digital Marketing
in Turkey Oya Öneş YaşayanUM Turkey Managing Partner
oya.yasayan@umww.com
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
01 Display Advertising Technology is Changing03 Market Landscape04 What’s Next?
Performance Based Digital Marketing in Turkey Agenda
2
Enable bid-based ad “trades” between buyers and sellers on
their platforms. In this case, media buyers have to use a
different system to access each exchange.
Agency TradeDesk(Cadreon for IPG)
DSP
AdExchange
AdExchange
AdExchange
AdExchange
Publisher 1
Publisher 2
Publisher n
Network 1
Network 2
Network n
DSPs allow media buyers to buy from multiple
biddable media sources through a single interface, which gives buyer access to more liquid inventory.
Percentage of DSP buy in display media buy grew from 10,6 % (Q1) to 19,4% (Q2).
Cadreon is a specialized marketing services
platform that integrates technology, data and inventory to manage
audiences for our clients.
Performance Marketing in Turkey Agenda
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com4
Performance Based Digital Marketing in Turkey Display Advertising Technology is changing
5
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com7
in Turkey since 2011
in Turkey since 2008
in Turkey since 2007
in Turkey since 2011
CPA(Cost per action)ex: financial results like sales, coupon
redeems / CPA depends on product profitability.
CPL (Cost per lead)ex: download PDF, a form submission
Average CPL 1-5 TL
CPC (Cost per click)Ex: Average CPC 0,30-0,50TL
Pricing Models of Affiliate Networks:
These networks represent aproximately 18.000 publishers, daily 25 Mio. visitors and monthly 20 Mio. TL ad budget (less than 8% of total display).
Performance Based Digital Marketing in Turkey Display Advertising Technology is changing
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com8
1500+ Publisher in Turkey
2,75 Mio. unique visitor per day
75.000+ lead generation &
5.000+ sales (monthly)
Detailed report (site by site)
Performance Based Digital Marketing in Turkey Market Landscape
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com9
6.000+ Publisher in Turkey
10 Mio. unique visitor per day
300.000 lead generation & 30.000+ sale (monthly)
Detailed report (site by site)
Performance Based Digital Marketing in Turkey Market Landscape
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com10
4.000+ Publisher in Turkey
8 Mio. unique visitor per day
No detailed (site by site) reports
Performance Based Digital Marketing in Turkey Market Landscape
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com11
5.000 Publisher in Turkey
5 Mio. unique visitors per day
Very transparent
Detailed filtering and reporting
Performance Based Digital Marketing in Turkey Market Landscape
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
Optimistic on Turkey’s market Powerful behavioral targetingStarting to launch
ISP agreementDetailed behavioral targetingTTnet business partnerOpt-in data & browser tracking CTR
Performance Based Digital Marketing in Turkey What’s next?
Oya Öneş YaşayanUM Türkiye Yönetici Ortakoya.yasayan@umww.com
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