A New Chapter in Digital Advertising: Retail Media Through Case Studies

Öz

In the 21st century, where we have entered the age of scientific marketing, processing data in advertising and marketing applications is becoming increasingly important. The fuel of the target audience interest that is intended to be influenced in marketing activities is data. Making data useful and building strong brand loyalty is possible by evaluating the right data in the most accurate way. Retail media, referred to as the third wave of digital advertising, ensures the precise use of first-party data, allowing brands to deliver their advertisements to the right audiences in retail media networks. Given the rapid acceleration in the adoption of retail media worldwide and in Türkiye, and its ability to offer brands targeted and personalized advertisements to consumers, the researchers have not found any studies related to the concept in the Turkish literature as a result of the literature review, which represents a significant gap. This study aims to fill this gap in Turkish literature by using the case study method, one of the qualitative research approaches. After providing a detailed overview of the concept, it examines retail media case studies from Spain, Germany, the United Kingdom, and Türkiye. The study concludes that, rather than relying on traditional methods such as sponsorships, brands must harness the power of data—specifically, retail media—to offer more targeted advertisements and improve consumer experiences in an increasingly digitalized world.

Anahtar Kelimeler

• Marketing
• Advertising
• Digital Advertising
• Retail Media
• Data

Dijital Reklamda Yeni Perde: Örnek Vaka İncelemeleriyle Perakende Medya

Öz

Bilimsel pazarlama çağına geçiş yaptığımız 21. yüzyılda, reklam ve pazarlama uygulamalarında veriyi işlemek giderek önem kazanmaktadır. Pazarlama faaliyetlerinde etkilenmesi amaçlanan hedef kitle ilgisinin yakıtı veridir. Veriyi faydalı kılmak ve güçlü bir marka sadakati inşa etmek, doğru veriyi en doğru şekilde değerlendirerek mümkündür. Dijital reklamcılığın üçüncü dalgası olarak adlandırılan perakende medya da birincil verinin en doğru biçimde kullanımını sağlayarak, perakende medya ağlarında markaların reklamlarını doğru kitlelere doğru şekilde iletilmesini sağlamaktadır. Dünyada ve Türkiye’de kullanımı hızlanarak artan ve markaların kitlelere hedefli ve kişiselleştirilmiş reklamlar sunmasını sağlayan perakende medyanın kullanımının hızlı ivme kazanışı düşünüldüğünde, yapılan literatür taraması sonucunda kavrama ilişkin Türk literatüründe yapılan çalışmalara rastlanmılmamış olması, ilgili literatür için büyük bir boşluktur. Bu çalışmada, Türk literatüründeki bu boşluğu doldurmak amacıyla nitel araştırma yöntemlerinden örnek olay analizi kullanılmış; kavrama ilişkin detaylı bir bakış sunduktan sonra İspanya, Almanya, Birleşik Krallık ve Türkiye’den perakende medya vaka analizlerini incelenmiştir. Çalışmanın sonucunda, sponsorluk gibi geleneksel yöntemlerden ziyade, dijitalleşen dünya düzeninde markaların daha hedefli reklamlar sunabilmek ve tüketici deneyimlerini iyileştirebilmek için verinin gücünü, diğer bir ifadeyle perakende medyayı etkin bir şekilde kullanması gerektiği görülmüştür.

Anahtar Kelimeler

• Pazarlama
• Reklamcılık
• Dijital Reklamcılık
• Perakende Medya
• Veri

Kaynakça

1. Abhishek, V., Jerath, K., & Sharma, S. (2023). The impact of retial media on online marketplaces: Insights from a field experiment. Information Systems Research. http://dx.doi.org/10.2139/ssrn.3013468
2. Abhishek, V., Jerath, K., ve Zhang, Z. J. (2016). Agency selling or reselling? Channel structures in electronics retailing. Management Science, 62(8), 2259-2280.
3. Almestarihi, R., Ahmad, A. B., Frangieh, R. H., Abu-Alsandos, I. A., Nser, K., & Ziani, A. (2023). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12(2), 1275-1284.
4. Ascarsa, E., Israeli, A., ve Chammas, C. (2022, Ağustos). Retail media networks. Harvard Business School. https://www.hbs.edu/faculty/Pages/item.aspx?num=62843 adresinden alındı
5. Aytaçlı, B. (2012). Durum çalışmasına ayrıntılı bir bakış. Adnan Menderes Üniversitesi Eğitim Fakültesi Eğitim Bilimleri Dergisi, 3(1), 1-9. http://dergi.adu.edu.tr/egitimbilimleri/
6. Bartholomew, D. E., & Williamson, M. (2022). Retail media networks. Journal of Retailing and Consumer Services, 69(2), 103-119.
7. Batra, R., & Keller, K. L. (2016). Integrating marketing communucations: New findings, new lessons and new ideas. Journal of Marketing, 80(6), 122-145.
8. Borison, R. (2015, Mayıs 26). EBay launches promoted listings ads to help sellers reach buyers. The Street. 26.09.2024 tarihinde https://www.thestreet.com/technology/ebay-launches-promoted-listings-ads-to-help-sellers-reach-buyers-13163593 adresinden alındı.

9. Borle, S., Singh, S. S., & Jain, D. C. (2008). Customer lifetime value measurement. Management Science, 54(1), 100-112.
10. Bronnenberg, B. J., Jun, B. K., & Mela, C. F. (2014). Zooming in on choice: How do consumers search for cameras online? Marketing Science, 35(5), 693-712.
11. Budvytis, A. (2024). Modelling return on advertising spend. Subscription-based B2C business case study (Master's thesis, Vilnus University).
12. Calderón, M. E. (2023). Retail Media: Acercando a marcas y consumidores en el terreno digital. Ctrl: Control & Strategias, 714, 62-65.
13. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practise. Pearson Education.
14. Chen, Y. (2025). A practical guide to budget pacing algorithms in digital advertising. ArXiv. 1-216. https://arxiv.org/abs/2503.06942?utm
15. Choi, J. W., Jerath, K., & Sayedi, A. (2023). Retail media and manufacturer response. SSRN. http://dx.doi.org/10.2139/ssrn.4619125
16. Choi, W., Jerath, K., & Sayedi, A. (2024). Endemic and non-endemic retail media: the role of brand response. Summer Institute in Competitive Strategy. 1-35. https://sics.haas.berkeley.edu/pdf_2024/cjs.pdf
17. Crammer-Flood, E. (2024, Şubat 7). Worldwide retail media ad spending forecast 2024. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/worldwide-retail-media-ad-spending-forecast-2024 adresinden alındı.
18. Creswell, J. W. (2023). Nitel araştırma yöntemleri beş yaklaşıma göre nitel araştırma ve araştırma deseni (M. Bütün ve S. B. Demir eds.). Siyasal Kitabevi.
19. Davey, J. (2023, Haziran 12). Retail media and revenue forecast to surpass Tv by 2028. Reuters. 26.09.2024 tarihinde https://www.reuters.com/business/retail-consumer/retail-media-ad-revenue-forecast-surpass-tv-by-2028-2023-06-12/ adresinden alındı.
20. De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491-507. https://doi.org/10.1016/j.ijresmar.2015.12.001
21. Deloitte Türkiye. (2022, Nisan). Dijital tüketici trendleri 2021. Deloitte. 30.09.2024 tarihinde https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumer-business/Dijital-T%C3%BCketici-Trendleri-2021.pdf adresinden alındı.
22. Dinner, I. M., Heerde Van, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display and paid search advertising. Journal of Marketing Research, 51(5), 527-545.
23. Feger, A. (2023, Mart 3). Why retail media will be third and biggest wave of digital advertising. Emarketer. 19.09.2024 tarihinde https://www.emarketer.com/content/why-retail-media-will-third-biggest-wave-of-digital-advertising adresinden alındı.
24. Flavián, C., Guerra, R., & Orus, C. (2021). Mobile worth of mouth (m-WOM): Analysing its negative impact of on webrooming in omnichannel retailing. International Journal of Retail & Distribution Management, 49(3), 394-420.
25. Flavián, C., Gurrea, R., & Orus, C. (2019). Feeling confident and smart with webrooming: understanding the consumer's path to satisfaction. Journal of Interactive Marketing, 47, 1-15.
26. Gees, C. (2023). Navigating the world of retail media. Journal of Brand Strategy, 11(4), 358-366. https://doi.org/10.69554/WZZH3783
27. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008
28. IAB Europe. (2022, Aralık). The retail media opportunity in Europe. IAB Europe. 29.09.2024 tarihinde https://iabeurope.eu/wp-content/uploads/2022/12/IAB-Europe-Industry-Insider_Microsoft_Retail-Media-December-2022.pdf adresinden alındı.
29. IAB Europe. (2023, Eylül). IAB Europe's 101 guide to retail media. IAB Europe. 24.09.2024 tarihinde https://iabeurope.eu/wp-content/uploads/2023/09/IAB-Europes-Retail-Media-101-Guide.pdf adresinden alındı.
30. Jones, C. (2023, Eylül 27). Self-serve or managed services for programmatic buying- the pros and cons. Hawthorne Advertising. 26.09.2024 tarihinde https://www.hawthorneadvertising.com/self-serve-or-managed-services-for-programmatic-buying-the-pros-and-cons/ adresinden alındı.
31. Kavurucu, Y. (2022). Perakende medya ağı (retial media network). Boğaziçi Ventures. 19.09.2024 tarihinde https://www.bogaziciventures.com/makaleler/perakende-medya-agi-retail-media-network/ adresinden alındı.
32. Kaya, B. S. (2021, Eylül 7). Migros kendi medya şirketini kurdu. Marketing Türkiye. 30.09.2024 tarihinde https://www.marketingturkiye.com.tr/haberler/migros-mimeda/#:~:text=Data%20entegreli%20ileti%C5%9Fim%20kanallar%C4%B1na%20sahip,medya%20%C5%9Firketi%20Mimeda'y%C4%B1%20kurdu adresinden alındı.
33. Kaye, D. (2022, Şubat 4). Amazon trots out YouTube-sized advertising business. Reuters. 26.09.2024 tarihinde https://www.reuters.com/business/media-telecom/amazon-trots-out-youtube-sized-advertising-business-2022-02-04/ adresinden alındı.
34. Keiningham, L., Aksoy, L., Buoye, A., & Cooil, B. (2011). Customer loyalty isn't enough. grow your share of wallet. Harward Business Review, 89, 29-31. https://hbr.org/2011/10/customer-loyalty-isnt-enough-grow-your-share-of-wallet
35. Lebow, S. (2023, Haziran 6). Amazon gains on Google and Meta, as duopoly becomes a triopoly. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/amazon-primed-success-against-google-meta-duopoly-becomes-true-triopoly adresinden alındı.
36. Lebow, S. (2024, Eylül 9). Guide to retail media: rapid growth, expanding formats and emerging opportunities. Emarketer. 25.09.2024 tarihinde https://www.emarketer.com/insights/guide-retail-media/ adresinden alındı.
37. Lecinski, J. (2011). Winning the zero moment of truth. Google Inc.
38. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
39. Lewis, R. A., & Reiley, D. H. (2014). Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo! Quantitive Marketing and Economics, 12, 235-266. https://doi.org/10.1007/s11129-014-9146-6
40. Li, S. C., & Chiu, T. P. (2023). Research on retail media advertisements and consumer requirements - taking e-commerce listing pages as an example. A. Marcus, E. Rosenzweig & M. M. Soares (Eds.), International conference on human-computer interaction. Design, user experience and usability (s. 106-122). Springer. https://doi.org/10.1007/978-3-031-35696-4_9
41. Lipsman, A. (2021, Kasım 17). Amazon advertising 2021. Emarketer. 29.09.2024 tarihinde https://www.emarketer.com/content/amazon-advertising-2021 adresinden alındı.
42. Long, F. (2024). Retail media on online platforms as resellers or marketplaces. Kenan Institute of Private Enterprise, 1-39. http://dx.doi.org/10.2139/ssrn.4507593
43. Marketing Türkiye. (2024). Age of scientific marketing. 23(411), 31-43.
44. Masters, K. (2022, Ekim 7). Retail media is now 11% of total ad spend. here are 5 factors driving that figure. Forbes. 29.09.2024 tarihinde https://www.forbes.com/sites/kirimasters/2022/10/07/retail-media-is-now-11-of-total-ad-spend-here-are-5-factors-driving-that-figure/ adresinden alındı.
45. Mediacat. (2021, Eylül 7). Migros'un perakende medya şirketi Mimeda faaliyete geçti. Mediacat. 30.09.2024 tarihinde https://mediacat.com/migrosun-perakende-medya-sirketi-mimeda-faaliyete-gecti/ adresinden alındı.
46. Mimeda. (2024). Loreal Case Study. Mimeda. 02.10.2024 tarihinde https://mimeda.com.tr/ana-sayfa/loreal-case-study/ adresinden alındı.
47. Mimeda. (t.y.). Hakkımızda. Mimeda. 02.10.2024 tarihinde https://mimeda.com.tr/hakkimizda/ adresinden alındı.
48. Mortwitz, V., Johnson, E. J., & Schmittlein, D. C. (1993). Does measuring intent change behavior? Journal of Consumer Research, 20(1), 46-61. https://doi.org/10.1086/209332
49. Nebot, S., & Esquivel, J. (2023). Retail media: las marcas no deberían vivir sin el. Ctrl: Control & Strategias, 714, 44-46.
50. Nyagadza, B. (2020). Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 13(3), 407-425. https://doi.org/10.1386/jdmp_00036_1
51. Olusola, A. (2011). The impact of advertising on sales volume of a product A case study of Starcomms Plc, Nigeria (Yayımlanmamış lisans tezi) Häme University.
52. Pasquarelli, A. (2021, Ekim 27). Why more retailers have media networks and what the rise means for agencies. Adage. 29.09.2024 tarihinde https://adage.com/article/marketing-news-strategy/rise-retail-media-networks-and-implications-agencies/2376136 adresinden alındı.
53. Qin, V., Pauwels, K., & Zhou, B. (2024). Data-driven budget allocation of retail media by ad product, funnel, metric and brand size. Journal of Marketing Analytics, 12, 235-249. https://doi.org/10.1057/s41270-024-00294-2
54. Radcliffe, D. (2023, Şubat). Retail media: the hot trend media execs can’t afford to ignore. Researchgate. 19.09.2024 tarihinde https://www.researchgate.net/publication/368329804_Retail_media_the_hot_trend_media_execs_can't_afford_to_ignore adresinden alındı.
55. Schießl, M., & Görtz, J. P. (2023). Ein neues dreigestirn am US-werbe himmel: retail media und die differenzierung digitaler werbung (werbekanäle). Transfer: Zeitschrift für Kommunikation & Markenmanagement, 69(3), 50-54.
56. Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87, 29-42. https://doi.org/10.1016/j.jretai.2011.04.007
57. Shields, M. (2017, Mart 6). Amazon and Pinterest threaten to shake up the search ad market. The wall street journal. 29.06.2024 tarihinde https://www.wsj.com/articles/amazon-and-pinterest-threaten-to-shake-up-the-search-ad-market-1488798004 adresinden alındı.
58. Simmons, C. J., Bickart, B. A., & Lynch, J. G. (1993). Capturing and creating public opinion in survey research. Journal of Consumer Research, 20(2), 316-329. https://doi.org/10.1086/209352
59. Skai. (t.y.). Case Studies / Kellogg's. Skai. 02.10.2024 tarihinde https://skai.io/case-studies/kelloggs/ adresinden alındı.
60. Statista Research Department. (2024, Eylül 10). Digital retail media ad spend worldwide 2018-2028. Statista research department. 29.04.2024 tarihinde https://www.statista.com/statistics/1369467/change-retail-media-ad-spend-worldwide/ adresinden alındı.
61. Statista Research Department. (2024, Şubat 29). Digital retail media advertising spending in selected countries worldwide in 2024. Statista research department. 29.04.2024 tarihinde https://www.statista.com/statistics/1453331/retail-media-ad-spend-countries/ adresinden alındı.
62. Türkiye Cumhuriyeti Ticaret Bakanlığı. (t.y.). İstatistikler. Elektronik Ticaret Bilgi Platformu. https://www.eticaret.gov.tr/istatistikler
63. Tanyeri, E., & Toprak, H. (2020). Nüfuz pazarlaması (influencer marketing) ve satın alma davranışı ilişkisi: sosyal ağ kullanıcıları üzerinden bir araştırma. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(31), 4265-4288. https://doi.org/10.26466/opus.714203
64. Tourangeau, R., Rips, L. J., & Rasinski, K. (2000). The psychology of survey response. Cambridge University Press.
65. Trade Desk. (2023a). Listerine uses retail data to achieve 158% improvement in conversion rates. Trade desk. 12.10.2024 tarihinde https://iabeurope.eu/wp-content/uploads/2023/09/Listerine-Spain-Retail-Data_Case-Study_The-Trade-Desk.pdf adresinden alındı.
66. Trade Desk. (2023b). Purrfect performance: Nestle raises awareness of its cat food coupons by 30%. Trade desk. 12.10.2024 tarihinde https://iabeurope.eu/wp-content/uploads/2023/09/Nestle-Germany-Retail-Data-Case-Study_The-Trade-Desk.pdf adresinden alındı.
67. Trendyol Marketing Solutions. (t.y.). Milyonlara ulaşmanın akıllı yolu! Trendyol Marketing Solutions. 30.09.2024 tarihinde https://tms.trendyol.com/ adresinden alındı.
68. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. https://doi.org/10.1016/j.jretai.2015.02.005
69. Verified Marketing Reports (2025). Global retail media networks market. 19.07.2025 tarihinde https://www.verifiedmarketreports.com/product/retail-media-networks-market/?utm_adresinden alındı.
70. Vural, R. A., & Önder, F. C. (2005). Eğitim araştırmalarında örnek olay (vaka) çalışmaları: Tanımı, Türleri, Aşamaları ve raporlaştırılması. Süleyman Demirel Üniversitesi Burdur Eğitim Fakültesi Dergisi, 6(10), 126-139.
71. Wiener, L., Kelman, L., Fisher, S., & Abraham, M. (2021, Mayıs 19). The $100 billion media opportunity for retailers. Boston consulting group. https://www.bcg.com/publications/2021/how-to-compete-in-retail-media
72. Wiener, L., Kelman, L., Hungerson, K., & Abraham, M. (2022, Mart 28). How retail media is reshaping retail. Boston consulting group. https://www.bcg.com/publications/2022/how-media-is-shaping-retail
73. Wiesel, T., Pauwels, K., & Arts, J. (2011). Marketing's profit impact: quantifying online and offline funnel progression. Marketing Science, 30(4), 604-611. https://www.jstor.org/stable/23012014
74. Yin, R. K. (1981). The case study crisis: Some answers. Administrative Science Quarterly, 26(1), 58-65.
75. Zenetti, G., & Pauwels, K. (2024). Amplifiying off-site purchases with on-site retail media advertising. Journal of Interactive Marketing, 59(4), 1-18. https://doi.org/10.1177/10949968241246257
76. Zhang, J. X., & Ip, R. K. (2015). E-commerce advertising in social networking sites and implications for social commerce. Pasific Asia Conference on Information Systems: 58. PACIS 2015 Proceedings. AIS E libary. https://aisel.aisnet.org/pacis2015/58/