\u00a0<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n
2019 reklam sekt\u00f6r\u00fc i\u00e7in olduk\u00e7a zorlu bir y\u0131l oldu. Y\u0131l i\u00e7inde ger\u00e7ekle\u015fen iki se\u00e7im, dolar kurunun ani ini\u015f \u00e7\u0131k\u0131\u015f\u0131, dijitalde devlerin ve devletlerin kar\u015f\u0131 kar\u015f\u0131ya gelmesi, dijital mecrada \u00f6nce stopaj, ard\u0131ndan dijital verginin de reklam yat\u0131r\u0131mlar\u0131n\u0131n artmas\u0131na destek olmad\u0131\u011f\u0131 a\u00e7\u0131k. Ba\u015fta Reklamverenler Derne\u011fi ve Reklamc\u0131lar Derne\u011fi olmak \u00fczere, t\u00fcm sekt\u00f6r birliklerinin ortak ak\u0131l ve deste\u011fi, Deloitte i\u015f birli\u011fiyle a\u00e7\u0131klanan ve temsiliyeti daha do\u011fru bir hale gelen reklam yat\u0131r\u0131mlar\u0131, 2019\u2019un ilk yar\u0131s\u0131nda y\u00fczde 3,8 k\u00fc\u00e7\u00fclme g\u00f6steriyor.<\/p>\n
Beklendi\u011fi \u00fczere b\u00fcy\u00fcmeye devam eden mecra dijital oldu ve yat\u0131r\u0131mlar y\u00fczde 11 artt\u0131. Reklam yat\u0131r\u0131mlar\u0131n\u0131n y\u0131lsonunda da ge\u00e7en y\u0131l\u0131n \u00fczerine \u00e7\u0131kaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnmek biraz fazla iyimser bir tahmin olacakt\u0131r. Global reklam harcamalar\u0131n\u0131n y\u00fczde 3 b\u00fcy\u00fcmesi beklenirken b\u00fcy\u00fck potansiyeli olan ve ekonominin kataliz\u00f6r\u00fc say\u0131lan T\u00fcrkiye reklam pastas\u0131n\u0131n b\u00fcy\u00fcmemesi, bir zaman sonra s\u00fcrd\u00fcr\u00fclebilirli\u011fi konusunda endi\u015feler yaratmaya ba\u015flayabilir. 2020 y\u0131l\u0131nda da yat\u0131r\u0131m\u0131n geri d\u00f6n\u00fc\u015f\u00fc, verimlilik, etkinlik konular\u0131 ve bununla ba\u011flant\u0131l\u0131 olarak daha g\u00fcvenli ve \u015feffaf bir yat\u0131r\u0131m ortam\u0131, t\u00fcm d\u00fcnya reklamverenlerinin g\u00fcndeminde kalmaya devam edecek.<\/p>\n
Alt\u0131 d\u00f6nemdir y\u00f6netiminde yer ald\u0131\u011f\u0131m\u0131z D\u00fcnya Reklamverenler Federasyonu (WFA), May\u0131s 2018\u2019de yay\u0131nlad\u0131\u011f\u0131 Global Medya Bildirgesi ile ajanslar\u0131, teknoloji firmalar\u0131n\u0131, yay\u0131nc\u0131lar\u0131, platformlar\u0131 ve reklamverenleri daha g\u00fcvenli, \u015feffaf ve t\u00fcketici dostu bir ortam yarat\u0131lmas\u0131 i\u00e7in birlikte \u00e7al\u0131\u015fmaya davet etmi\u015fti. Bu y\u0131l bu i\u015f birliklerine bir yenisi eklenerek Sorumlu Medya i\u00e7in K\u00fcresel Ortakl\u0131k (GARM: Global Alliance for Responsible Media) platformunun kurulmas\u0131na liderlik etti.<\/p>\n
Bildirgede yay\u0131nlanan ilkeler, reklam sahtekarl\u0131\u011f\u0131na s\u0131f\u0131r tolerans ve ihlal durumunda tazminat, s\u0131k\u0131 marka g\u00fcvenli\u011fi korumas\u0131, minimum g\u00f6r\u00fcnt\u00fclenme e\u015fikleri, t\u00fcm tedarik zincirinde \u015feffafl\u0131k, minimum gereklilik olarak \u00fc\u00e7\u00fcnc\u00fc parti do\u011frulamas\u0131 ve \u00f6l\u00e7\u00fcmleme, denetimle ilgili sorunlar\u0131n ortadan kald\u0131r\u0131lmas\u0131, veri \u015feffafl\u0131\u011f\u0131yla standartlar\u0131n geli\u015ftirilmesi ve kullan\u0131c\u0131 deneyiminin iyile\u015ftirilmesi i\u00e7in ad\u0131m at\u0131lmas\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor. K\u0131sacas\u0131, medya de\u011fer zincirinde yer alan herkesin aksiyon almas\u0131 gereklili\u011finin alt\u0131n\u0131 \u00e7iziyor. GARM, 30 pazarlamac\u0131, alt\u0131 ajans holding \u015firketi, yedi sekt\u00f6r grubu ve yedi medya platformu i\u00e7erecek \u015fekilde \u00fcyeli\u011fini geni\u015fletirken nadir g\u00f6r\u00fclen i\u015f birlikleriyle marka ve t\u00fcketici g\u00fcvenli\u011fini artt\u0131rma konusunda kararl\u0131 oldu\u011funu g\u00f6sterdi.<\/p>\n
Sekt\u00f6r\u00fc daha g\u00fcvenli hale getirmek i\u00e7in \u00e7al\u0131\u015fmaya devam edece\u011fiz<\/strong><\/p>\n Ge\u00e7mi\u015ften farkl\u0131 olarak dijitalle\u015fmeyle d\u00fcnyada reklam sekt\u00f6r\u00fcnde ortak sorunlar artarken bu sorunlar i\u00e7in globalden gelecek \u00e7\u00f6z\u00fcmleri beklemek yerine kendi \u00e7\u00f6z\u00fcmlerimizi yaratmak konusunda d\u00fc\u015f\u00fcnmeye ve \u00e7al\u0131\u015fmaya ba\u015flama karar\u0131 alm\u0131\u015ft\u0131k. Bunun ilk g\u00f6stergelerinden biri 2017 sonunda IAB T\u00fcrkiye, Reklamverenler Derne\u011fi ve Reklamc\u0131lar Derne\u011fi i\u015f birli\u011fiyle markalar\u0131 ve dijitale yap\u0131lan reklam yat\u0131r\u0131mlar\u0131n\u0131 korumak amac\u0131yla Dijitalde G\u00fcvenli Reklam Platformu\u2019nun (G\u00dcR) kurulmas\u0131 olmu\u015ftu.<\/p>\n G\u00dcR, marka g\u00fcvenli\u011fini sa\u011flama konusunda global standartlar\u0131n uygulanmas\u0131na liderlik etmeyi de \u00f6ncelik olarak belirledi\u011finden, TAG (Trustworthy Accountability Group) ile ba\u015flayan \u00e7al\u0131\u015fmalara devam ediyor ve \u00f6l\u00e7\u00fcmleme, veri g\u00fcvenli\u011fi, t\u00fcketici haklar\u0131 gibi konularda 2020 y\u0131l\u0131 i\u00e7inde sekt\u00f6r\u00fc daha g\u00fcvenli hale getirmek i\u00e7in \u00e7al\u0131\u015fmaya, gerek WFA gerekse GARM taraf\u0131ndaki geli\u015fmeleri yak\u0131ndan takip etmeye devam edecek.<\/p>\n 6502 say\u0131l\u0131 T\u00fcketicinin Korunmas\u0131 Hakk\u0131nda Kanun ile olu\u015fturulan ve bu y\u0131l ilk kez ger\u00e7ekle\u015ftirilen Reklam Konseyi T\u00fcketicinin Korunmas\u0131 ve Piyasa G\u00f6zetimi Genel M\u00fcd\u00fcrl\u00fc\u011f\u00fc\u2019n\u00fcn koordinasyonunda 3 Temmuz 2019\u2019da Ankara\u2019da topland\u0131. Konseyin g\u00fcndeminde \u00f6ncelikle T\u00fcrkiye ve D\u00fcnya\u2019da reklam yat\u0131r\u0131mlar\u0131yla dijital reklamc\u0131l\u0131kla ilgili f\u0131rsatlar ve sorunlar, reklam denetim kurumlar\u0131, reklamlar\u0131n t\u00fcketici davran\u0131\u015flar\u0131na etkileri, D\u00fcnya ve Avrupa Birli\u011fi \u00fcyesi \u00fclkelerde reklam denetimleriyle reklam sekt\u00f6r\u00fcn\u00fcn sorunlar\u0131 vard\u0131. Belirlenen 5 ana ba\u015fl\u0131kta \u00e7al\u0131\u015fma gruplar\u0131 kurulmas\u0131na karar verildi: Reklam Yat\u0131r\u0131mlar\u0131, Dijital Medya, Reklam Mevzuatlar\u0131, K\u0131lavuz ve Y\u00f6netmelikler, Reklam Kaynakl\u0131 Sorunlar\u2026 \u00c7al\u0131\u015fma gruplar\u0131 2020 y\u0131l\u0131nda bir araya gelerek sorunlara \u00e7\u00f6z\u00fcm arayacak.<\/p>\n 13 firma e\u015fitlik i\u00e7in bir araya geldi<\/strong><\/p>\n Son olarak, t\u00fcm d\u00fcnyada e\u015fitlik hareketi g\u00fc\u00e7lenirken 2017 Haziran ay\u0131nda Cannes\u2019da kuruldu\u011fu duyurulan, D\u00fcnya Reklamverenler Federasyonu\u2019nunda i\u00e7inde oldu\u011fu Unstereotpye Alliance\u2019\u0131n hemen ard\u0131ndan, Reklamverenler Derne\u011fi \u00f6nc\u00fcl\u00fc\u011f\u00fcnde sekt\u00f6r\u00fcn geni\u015f kat\u0131l\u0131m\u0131yla 2017 Kas\u0131m ay\u0131nda Reklamda Toplumsal Cinsiyet E\u015fitli\u011fi Kurulu kurulmu\u015f ve ayn\u0131 ama\u00e7 i\u00e7in \u00e7al\u0131\u015fmaya ba\u015flam\u0131\u015ft\u0131. Yapt\u0131\u011f\u0131 \u00e7al\u0131\u015fmalarla globalde dikkat \u00e7eken kurul, iki y\u0131ll\u0131k yolculu\u011fun sonunda bir d\u00f6n\u00fcm noktas\u0131na geldi ve Unstereotpye Alliance taraf\u0131ndan d\u00fcnyada \u00f6ncelik verilen \u00fc\u00e7 \u00fclkeden biri oldu. 13 Aral\u0131k 2019 tarihinde Unwomen i\u015f birli\u011fiyle Unstereotype Alliance T\u00fcrkiye Platformu kuruldu ve resmi olarak global bir projenin par\u00e7as\u0131 haline gelindi. Platform, reklam\u0131n d\u00f6n\u00fc\u015ft\u00fcr\u00fcc\u00fc etkisini olumlu y\u00f6nde kullanarak reklamverenlerin, markalar\u0131n ve reklamc\u0131lar\u0131n ortakla\u015fa \u00e7al\u0131\u015fmas\u0131yla reklam ve medya i\u00e7eri\u011fini e\u015fitlikten yana de\u011fi\u015ftirerek d\u00fcnyaya \u00f6rnek olmay\u0131 hedefliyor.<\/p>\n Platformun kurulu\u015funda T\u00fcrkiye\u2019deki \u00e7al\u0131\u015fma yap\u0131s\u0131na liderlik edecek 13 firma; Avon, Coca-Cola Colgate-Palmolive, Eczac\u0131ba\u015f\u0131 Holding, Eti G\u0131da, Johnson&Johnson, Kantar Media, Ko\u00e7 Holding, P&G, Publicis Group\u00e9, Unilever, Vodafone ve WPP oldu. 2020\u2019nin sekt\u00f6rde konuyla ilgili fark\u0131ndal\u0131\u011f\u0131n artt\u0131\u011f\u0131 ve d\u00f6n\u00fc\u015f\u00fcm\u00fcn ya\u015fand\u0131\u011f\u0131 bir y\u0131l olmas\u0131 i\u00e7in e\u011fitimler, \u00f6l\u00e7\u00fcmleme kriterlerinin belirlenmesi, ara\u015ft\u0131rmalar ve yar\u0131\u015fmalar s\u0131k s\u0131k g\u00fcndemde olacak. 2020 y\u0131l\u0131n\u0131n t\u00fcm sekt\u00f6r\u00fcm\u00fcze verimlilik, \u015feffafl\u0131k, daha s\u0131k\u0131 ve gelece\u011fe y\u00f6nelik i\u015f birlikleri getirmesini diliyoruz.<\/p>\n","protected":false},"excerpt":{"rendered":" Global reklam harcamalar\u0131n\u0131n y\u00fczde 3 b\u00fcy\u00fcmesi beklenirken b\u00fcy\u00fck potansiyeli olan ve ekonominin kataliz\u00f6r\u00fc say\u0131lan T\u00fcrkiye reklam pastas\u0131n\u0131n b\u00fcy\u00fcmemesi, bir zaman sonra s\u00fcrd\u00fcr\u00fclebilirli\u011fi konusunda endi\u015feler yaratmaya ba\u015flayabilir.<\/p>\n","protected":false},"author":13,"featured_media":27889,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"class_list":["post-27888","mmg_articles","type-mmg_articles","status-publish","has-post-thumbnail","hentry"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["tr","en"],"languages":{"tr":{"title":true,"content":true,"excerpt":true},"en":{"title":false,"content":false,"excerpt":false}}},"acf":[],"_links":{"self":[{"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/mmg_articles\/27888","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/mmg_articles"}],"about":[{"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/types\/mmg_articles"}],"author":[{"embeddable":true,"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/users\/13"}],"version-history":[{"count":0,"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/mmg_articles\/27888\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/media\/27889"}],"wp:attachment":[{"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/media?parent=27888"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revolvia.com\/en\/wp-json\/wp\/v2\/tags?post=27888"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}