Programatik Reklam Uygulamalarının Geleneksel Medya Araçlarıyla Bütünleşik Kullanımları ve Örnek Uygulamaları
Bibliographic Data
| ID | 21683082 |
|---|---|
| Authors | Sinan AKSEKİ (Sağlık Bilimleri Üniversitesi, corresponding author) |
| Year | 2024 |
| Volume | 69 |
| Issue | 69 |
| Pages | 725-757 |
| Publication date | 2024-01-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Tarih okulu (JOURNAL) |
| Journal identifiers | ISSN: 1308-5298 • E-ISSN: 2148-4260 |
| Publisher | ASOS Yayinevi (PUBLISHER) |
| DOI | 10.29228/joh.71508 |
| OpenAlex | W4396901123 |
| Language | TR |
| Citations received | 1 |
| References cited | 5 |
The evolution process, change and transformation of advertising is directly related to technological developments.With the invention of media such as newspapers, radio and television and its spread among people, advertising has shown itself in these media.Advertising practitioners have used communication channels, which have become widespread and popular in every period, as an advertising tool.New media has provided simultaneous opportunities for the realization of integrated methods and application formats that have never been seen before in terms of advertising, and has brought instant performance measurement, speed, interactivity and convenience.With new media advertising, the questions of what data are owned and who can be targeted have arisen rather than in which medium the advertisement is made.There has been an opportunity to show specific advertisements to each consumer in a sustainable way, with real-time advertisements, in short, programmatic advertisements that can be personalized to the location of the consumer.This situation overturned the usual understanding of advertising and instead of linear campaigns, an advertising type in which almost every campaign step can be made at the same time has emerged.This study consists of a content analysis study in which successful examples of advertising campaigns carried out with the integrated and simultaneous use of programmatic advertising applications with traditional advertising channels are discussed and evaluated together with their results.While doing this study, qualitative evaluations were made in terms of the effects, results, programmatic features, purchasing behaviors and attitudes of digital data-based programmatic advertising applications and cookie-based programmatic advertising on consumers and
Advertising · Advertising campaign · Advertising research · Business · Interactivity · Multimedia · Newspaper · Online advertising · Purchasing · The Internet · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Digital Marketing and Social Media · Marketing
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |