TV Reklamlarının Dijital Trafik Üzerindeki Kısa Vadeli Etkisi

Year 2025, Volume: 12 Issue: 1, 53 - 66, 30.01.2025

Mert Arda Asar , Gülfem Işıklar Alptekin , Günce Keziban Orman

Abstract

Bu makale, farklı sektörden şirketlerin verdiği televizyon (TV) reklamlarının dijital platformlar üzerindeki kısa vadeli etkilerini incelemektedir. Reklamın zamanlaması, program türü ve sektörü gibi faktörlerin dijital trafik üzerindeki etkisi t-testi, ANOVA ve Tukey HSD testi gibi istatistiksel analiz yöntemleriyle değerlendirilmiştir. Bulgular, prime time (öne çıkan saat dilimi) reklamlarının web trafiği üzerinde önemli bir etkiye sahip olduğunu ancak bu etkinin sektörlere ve program türlerine göre değişiklik gösterdiğini ortaya koymuştur. Çalışma, stratejik medya planlamasının önemine dikkat çekerken, saat dilimi, program türü ve şirkete özgü faktörler arasındaki önemli etkileşimleri de gözler önüne sermektedir. Sonuçlar, reklam etkinliğinin sektörlere göre farklılık gösterdiğini ve sektöre özel stratejilerin gerekliliğini vurgulamaktadır. Ayrıca, geleneksel TV reklamcılığının dijital medya stratejileriyle entegrasyonunun önemi vurgulanarak, çapraz platform etkileşiminin en üst düzeye çıkarılması önerilmektedir. Önerilen istatistiksel model sonuçları, reklamcılar ve medya planlayıcıları için reklam kampanyalarının etkisini optimize etme konusunda değerli içgörüler sunmaktadır.

Keywords

Çapraz medya pazarlama, Televizyon reklamcılığı, Medya planlama, TV reklam etkisi ölçümü, İstatistiksel analiz, Web trafiği, ANOVA, T-testi, Faktör analizi.

The Short-Term Effect of TV Advertisements on Digital Traffic

Abstract

This study investigates the short-term effects of television advertisements (TV ads) on digital platform engagement across companies from diverse sectors. Utilizing statistical analysis methods including t-test, ANOVA, and Tukey's HSD test, we examined the impact of factors such as ad timing, program type, and sector on web traffic. Our findings reveal that prime time advertisements significantly influence web traffic, with effects varying across different sectors and program types. The study demonstrates the importance of strategic media planning, highlighting significant interactions between prime time, program types, and company-specific factors. Results indicate that advertising effectiveness differs among industries, suggesting the need for sector-specific strategies. The findings underscore the importance of integrating traditional TV advertising with digital media strategies to maximize cross-platform engagement. These insights provide valuable guidance for advertisers and media planners in optimizing TV ad campaigns and their impact on digital platforms in an evolving media landscape.

Keywords

Cross-media marketing, Television advertising, Media planning, TV-ad impact measurement, Statistical analysis, Web session traffic, ANOVA, T-test, Factor analysis.

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