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

Abstract

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.

Keywords

• 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

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