TÜRKİYE’DEKİ ÇEVRİMİÇİ GAZETELERİN DOĞAL REKLAM UYGULAMALARI ÜZERİNE BİR İNCELENME

Yıl 2019, Sayı: 13, 38 - 56, 01.03.2019

Aysel Çetinkaya Zafer Özdemir

Öz

Çevrimiçi gazetelerin günden güne sayılarının artması rekabeti artırmakta ve reklam elde etmelerini güçleştirmektedir. Okurların reklamları görmemek adına kullandıkları engelleyici yazılımlar ya da var olan reklamları görmezden gelme davranışları reklamverenleri ve yayıncıları yeni reklam modelleri yaratmaya itmektedir. Dinamik haldeki reklam dünyası, tüketicinin ilgisini çekmek için farklı ve dikkat çekici modelleri yaratma peşindedir. Bu modellerden biri, yayınlandığı sitenin tasarım özellikleriyle uyumlu ve dilinin diğer editoryal içeriklerle benzer özellikler taşıdığı doğal reklamlardır. ABD’de Buzzzfeed, Gawker Media, Forbes, Washington Post ve Atlantic Media bu reklam modelinde başı çekmiştir. Türkiye’de de Onedio, Listelist, www.hurriyet.com.tr ve www.milliyet.com.tr bu reklam modelini yoğun olarak kullanmaktadır

Anahtar Kelimeler

Doğal reklam, doğal reklamcılık, çevrimiçi gazete

A Study On The Natıve Adversıtıng Practıces Of Onlıne Newspaper In Turkey

Öz

The increase in the number of online newspapers boosts the competition and getting advertisements becomes difficult for online newspapers. The adblocking softwares that prevent readers from seeing advertisements or ignoring ads as a current behavioural trend encourage advertisers and publishers to create new ad models. The dynamic world of advertising seeks to create different and remarkable models to attract consumer attention. One of these models is native advertisements that are compatible with the design features of the site in which they are published and whose language has similar features to other editorial content. In the US, Buzzfeed, Gawker Media, Forbes, the Washington Post and Atlantic Media have been the forerunners of this advertising model. In Turkey, sites like Onedio, Listelist, www.milliyet.com.tr and www.hurriyet.com.tr use this advertising model intensely as well. The study aims to evaluate the usage of native advertisements in most popular online newspapers, which is a consequence of adblocking sites and readers’ behavioural acts of ignoring advertisements. Within the scope of the study, the main pages of Hurriyet.com.tr, Milliyet.com.tr and Sabah.com.tr, which were selected on the basis of purposive sampling, were examined between July 30,2018 and August 5, 2018 for seven days and 178 native advertisement contents were obtained. The study was done with the content analysis method and native advertisements were analyzed quantitatively and categorized on a sectoral basis. As native advertisements can sometimes be seen as a deception, it was also examined whether there is an “advertisement” sign in native advertisements. When the obtained findings were evaluated, it was detected that the usage of native advertisements has become more common and a sign showing that it is an advertisement is necessarily put at the top of the page to make the readers distinguish these kinds of advertisements from editorial contents

Anahtar Kelimeler

Native advertisement, native advertising, online newspaper

Kaynakça

• Amez-Droz, Philippe. (2013). La mutation de la presse e ́crite a` l’e`re nume ́rique. Doctoral dissertation, University of Geneva.
• Aziz, Aysel. (2008). Sosyal Bilimlerde Araştırma Yöntemleri ve Teknikleri. Ankara: Nobel Yayınları.
• Bakshi, Amar. (2015). Why and how to regulate native advertising in online news publications. Journal of Media Law & Ethics, 4 (3/4) 4-47.
• Benton, Joshua. (2014). “Like It or Not, Native Advertising Is Squarely Inside the Big News Tent,” Nieman Lab, http://www.niemanlab.org/2014/09/likeit-or-not-native-advertising-is-squarely-inside-the-big- news-tent, Erişim Tarihi: 18 Ocak 2018.
• Çetinkaya Aysel ve Özdemir Zafer (2017). Doğal Reklam Uygulamalarının Türkiye’deki Çevrimiçi Gazeteler Üzerinden İncelenmesi. 2. International Com- munication Science Media Studies Congress. İstanbul: 1-4 Kasım 2017.
• Çetinkaya, Aysel. (2016). Günümüz Medya Ekonomisi Çerçevesinde Çevrimiçi Gazetecilik ve Reklam İlişkisi. İstanbul Üniversitesi S.B.E. Gazetecilik Anabilim Dalı, Doktora Tezi.
• Doğal Reklam (Native Advertising) İle İlgili Merak Edilen Her Şey, https://www. tolgasismanoglu.com/blog/nativeadvertising, Erişim Tarihi: 25 Ocak 2019.
• http://www.iabturkiye.org/icerik/native-reklam-ve-bilinmesi-gerekenler, Erişim Tarihi: 15 Ocak 2019.
• http://www.mondaynote.com/archive/archives.php?t1⁄4the-quartz- way-2, Erişim Tarihi: 23 Ocak 2019.
• Hutter, Katharina ve Hoffmann, Stefan. (2014). Surprise, surprise. Ambient media as promotion tool for retailers. Journal of Retailing, 90(1), 93–110.
• Karimova, Gulnara Z. (2014). Toward a Bakhtinian typology of ambient advertising. Journal of Marketing Communications, 20(4), 251–269.
• Loechner, Jack. (2014c, February 25). Four out of five American con- sumers ignore online ads most frequently. Media Blog Posts. http://www.me- diapost.com/ publications/article/220101/four-of-five-american- consumers-ig- nore-online-ads. html, Erişim Tarihi: 23 Ocak 2019.
• Lugmayr, Artur. (2007). Ambient media. Novatica, 33(188), 35–39. Matteo, Stephane ve Dal Zotto, Cinzia. (2015). “Native advertising, or how to stretch editorial to sponsored content within a transmedia branding era”. Handbook of media branding.G. Siegert, K. F€orster, S. Chan-Olmsted, & M. Ots (Eds.), Heidelberg: Springer. Pişkin, Osman. Sabah.com.tr İş Geliştirme Uzmanı. 8 Haziran 2018 tarihli görüşme.
• Sebastian, Michael. (2014). “The Year in Native Ads, 2014,” Ad Age, http://adage. com/article/media/year-content-marketing-native-ads/ 296436/, Erişim Tarihi: 18 Ocak 2018.
• Shankar, Avi ve Horton, Brett. (1999). Ambient media: Advertising’s new media opportunity. International Journal of Advertising, 18(3), 305– 321.
• Şişmanoğlu,Tolga. Demirören Medya Reklam Proje Diektörü. 14 Haziran 2018 tarihli görüşme.
• Skinner, Ryan. (2014, January 6). Will native advertising be a tragedy of the commons? Forrester Consulting blog. http://blogs.forrester.com/ryan_skinner /14-01- 06-will_native_advertising_be_a_ tragedy_of_the_commons. Erişim Tarihi: 18 Ocak 2019.
• Tavşancıl, Ezel ve Arslan, Esra (2001). İçerik Analizi ve Uygulama Ör- nekleri, İstanbul: Epsilon Yayıncılık.
• The newsonomics of Talking Points Memo’s native advertising shift, http://www. niemanlab.org/2014/11/the-newsonomics-of-talking-points-memos- native- advertising-shift, Erişim Tarihi: 23 Ocak 2019.
• Tutaj, Karolina ve van Reijmersdal, Eva, A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5–18.
• Yarow, Jay. (2014, February 11). These are the companies that will dominate the post-banner advertising world. Business Insider. http://www.busi- nessinsider.comnative-advertising-lumascape-2014-2, Erişim Tarihi: 15 Ocak 2019.