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DIGITAL ADVERTISING PRACTICES: ADVERTISING AGENCY PERSPECTIVE

Year 2022, Volume: 15 Issue: 1, 79 - 83, 30.07.2022
https://doi.org/10.17261/Pressacademia.2022.1581

Abstract

Purpose- Nowadays, digitalism has changed consumers’ a lot consumption habits. Advertising has also evolved from conventional advertising
to digital advertising depending on the developments. Consumers’ attitude and behavior are followed in digital area. Digital advertising
agencies can use different channles when interpreting consumer behaviour. Aim of this research is to evaluate digital advertising practices
and explore the way digital agencies interpret the consumers’ behaviors and how to take action in accordance.
Methodology- In this research, qualitative research method was adopted. With co-founder of Profaj Digital Marketing and Advertisement
Agency, semi-structured and in-depth interviews were conducted. Data gathered from in-depth interviews were converted into codes and
afterwards themes were created.
Findings- Findings, in context of targeting, digital advertisement ecosystem and types of social media advertising are the themes created in
this research. Target audience selection gains value in terms of which channels advertising agencies can apply to reach consumers. Digital
advertising ecosystem exists in across application and has impact on marketplace and competition directly. Types of social media advertising
bring producers and consumers together and is crucial for advertising agencies to determine consumer segment.
Conclusion- Digital footprints of consumers, search engine optimization techniques and several methods applied in social media advertising,
are the most important factors used to understand consumers’ behaviors and target accordingly. Targeting by digital footprint and showing
the advertisement that may be getting attention from consumers, who are segmented due to their behavior, are provided through different
channels in marketplace.

References

  • Alamsyah, D. P., Ratnapuri, C., & Aryanto, R. (2021). Digital marketing: Implementation of digital advertising preference to support brand awareness. Academy of Strategic Management Journal, 20(2), 1-10.
  • Anand, A. (2020). Impact of Digitalisation of Marketing: An Analysis. Research Review Journals, 5(8), 131-134.
  • Antikainen, M., Uusitalo, T., & Kivikytö-Reponen, P. (2018). Digitalisation as an enabler of circular economy. Procedia CIRP, 73, 45-49.
  • Cai, H., Ren, K., Zhang, W., Malialis, K., Wang, J., Yu, Y., & Guo, D. (2017, February). Real-time bidding by reinforcement learning in display advertising. Proceedings of the Tenth ACM International Conference on Web Search and Data Mining, 661-670.
  • Carlsson, C. (2018). Decision analytics—Key to digitalisation. Information Sciences, 460, 424-438.
  • Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
  • Gordon, B. R., vd. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.
  • Jordan, T. (2008). Hacking: Digital media and technological determinism. Polity Press.
  • Kim, Y. M. (2016 December). Algorithmic opportunity: Digital advertising and inequality in political involvement. The Forum, 14(4), 471-483. De Gruyter.
  • Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications: An International Journal, 25(3), 495-513.
  • Malthouse, E. C., & Li, H. (2017). Opportunities for and pitfalls of using big data in advertising research. Journal of Advertising, 46(2), 227- 235.
  • Martínez-Navarro, J., & Bigné, E. (2022). Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?. International Journal of Advertising, 41(4), 623-654.
  • Matošević, G., Dobša, J., & Mladenić, D. (2021). Using Machine Learning for Web Page Classification in Search Engine Optimization. Future Internet, 13(1), 9, 1-20.
  • McKenna, B., & Chughtai, H. (2020). Resistance and sexuality in virtual worlds: An LGBT perspective. Computers in Human Behavior, 105, 1- 11, 106199.
  • Nadube, P. M., & Didia, J. U. D. (2018). Market targeting and strategic positioning. International Journal of Marketing Research and Management, 8(1), 32-45.
  • Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: introducing contextually embedded selling. Journal of Services Marketing, 33(4), 396-406.
  • Parameswaran, U. D., Ozawa-Kirk, J. L., & Latendresse, G. (2020). To live (code) or to not: A new method for coding in qualitative research. Qualitative social work, 19(4), 630-644.
  • Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). From user-generated data to data-driven innovation: A research agenda to understand user privacy in digital markets. International Journal of Information Management, 60, 1-13, 102331.
  • Shanahan, J. G., & Kurra, G. (2011). Digital advertising: An information scientist’s perspective. Melucci M. & Baeza-Yates (Ed.), Advanced Topics in Information Retrieval, Springer, Berlin, Heidelberg, 209-237
  • Soegoto, E. S., & Simbolon, T. (2018, August). Inbound marketing as a Strategy in Digital Advertising. IOP Conference Series: Materials Science and Engineering, 407, 1-5.
  • Sofaer, S. (2002). Qualitative research methods. International journal for quality in health care, 14(4), 329-336.
  • Sołtysik-Piorunkiewicz, A., Strzelecki, A., & Abramek, E. (2019). Evaluation of Adblock Software Usage. Complex Systems Informatics and Modeling Quarterly, 124(21), 51-63.
  • Stewart, K., Kammer-Kerwick, M., Koh, H. E., & Cunningham, I. (2018). Examining digital advertising using an affect transfer hypothesis. Journal of Research in Interactive Marketing, 12(2), 231-254.
  • Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have “Millennials” embraced digital advertising as they have embraced digital media?. Journal of Promotion Management, 19(5), 652-673.
  • Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of strategic marketing, 18(3), 239-256.
  • Wielki, J., & Grabara, J. (2018). The impact of Ad-blocking on the sustainable development of the digital advertising ecosystem. Sustainability. 10(11), 1-14.
  • Zilincan, J. (2015, September). Search engine optimization. CBU International Conference Proceedings, 3, 506-510.

DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ

Year 2022, Volume: 15 Issue: 1, 79 - 83, 30.07.2022
https://doi.org/10.17261/Pressacademia.2022.1581

Abstract

Amaç- Günümüzde dijitalleşme, tüketicilerin pek çok tüketim alışkanlıklarını değiştirmiştir. Reklamcılık da gelişmelere bağlı olarak geleneksel
reklamcılıktan dijital reklamcılığa evrilmiştir. Geleneksel reklamcılıkta sınırlar belirli iken dijital reklamcılıkta sınırlar anlamını yitirmiştir.
Tüketicilerin tutum ve davranışları, dijital ortamda takip edilebilmektedir. Dijital reklam ajansları, tüketici davranışlarını yorumlarken farklı
kanallar kullanabilmektedir. Bu araştırmanın amacı, dijital reklamcılık uygulamalarını değerlendirmek ve dijital ajansların, tüketicilerin
davranışlarını nasıl yorumladığını ve buna göre nasıl hareket ettiğini keşfetmektir.
Yöntem- Bu araştırmada nitel araştırma yöntemi uygulanmıştır. Profaj Dijital Pazarlama ve Reklam Ajansı kurucu ortağı ile yarı yapılandırılmış
görüşme tekniği ile derinlemesine görüşme yapılmıştır. Derinlemesine görüşmeden çıkan veriler kodlara dönüştürülmüş ve sonrasında
temalar oluşturulmuştur.
Bulgular- Hedefleme bağlamında bulgular, dijital reklamcılık ekosistemi ve sosyal medya reklamcılık çeşitleri bu araştırmada elde edilen
temalardır. Hedef kitle seçimi, reklam ajanslarının tüketicilere ulaşmada hangi kanalları uygulayabileceği konusunda değer kazanmaktadır.
Dijital reklamcılık ekosistemi, uygulamalar arası gerçekleşmekte olup pazar yerine ve rekabete doğrudan etki etmektedir. Sosyal medya
reklam türleri, üreticiler ile tüketicileri bir araya getirmekte olup reklam ajanslarının, tüketici segmentini belirlemesinde oldukça önemlidir.
Sonuç- Tüketicilerin dijital ayak izleri, arama motoru optimizasyon teknikleri ve sosyal medya reklamcılığında uygulanan çeşitli yöntemler,
tüketicilerin davranışlarını anlamak ve buna göre hedefleme yapmak için kullanılan en önemli faktörlerdir. Dijital ayak izi üzerinden hedefleme
yapılması ve davranışlarına göre segmentlere ayrılan tüketicilere ilgilerini çekebilecek reklamların gösterilmesi, pazar yerindeki farklı kanallar
aracılığıyla sağlanmaktadır.

References

  • Alamsyah, D. P., Ratnapuri, C., & Aryanto, R. (2021). Digital marketing: Implementation of digital advertising preference to support brand awareness. Academy of Strategic Management Journal, 20(2), 1-10.
  • Anand, A. (2020). Impact of Digitalisation of Marketing: An Analysis. Research Review Journals, 5(8), 131-134.
  • Antikainen, M., Uusitalo, T., & Kivikytö-Reponen, P. (2018). Digitalisation as an enabler of circular economy. Procedia CIRP, 73, 45-49.
  • Cai, H., Ren, K., Zhang, W., Malialis, K., Wang, J., Yu, Y., & Guo, D. (2017, February). Real-time bidding by reinforcement learning in display advertising. Proceedings of the Tenth ACM International Conference on Web Search and Data Mining, 661-670.
  • Carlsson, C. (2018). Decision analytics—Key to digitalisation. Information Sciences, 460, 424-438.
  • Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
  • Gordon, B. R., vd. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.
  • Jordan, T. (2008). Hacking: Digital media and technological determinism. Polity Press.
  • Kim, Y. M. (2016 December). Algorithmic opportunity: Digital advertising and inequality in political involvement. The Forum, 14(4), 471-483. De Gruyter.
  • Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications: An International Journal, 25(3), 495-513.
  • Malthouse, E. C., & Li, H. (2017). Opportunities for and pitfalls of using big data in advertising research. Journal of Advertising, 46(2), 227- 235.
  • Martínez-Navarro, J., & Bigné, E. (2022). Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?. International Journal of Advertising, 41(4), 623-654.
  • Matošević, G., Dobša, J., & Mladenić, D. (2021). Using Machine Learning for Web Page Classification in Search Engine Optimization. Future Internet, 13(1), 9, 1-20.
  • McKenna, B., & Chughtai, H. (2020). Resistance and sexuality in virtual worlds: An LGBT perspective. Computers in Human Behavior, 105, 1- 11, 106199.
  • Nadube, P. M., & Didia, J. U. D. (2018). Market targeting and strategic positioning. International Journal of Marketing Research and Management, 8(1), 32-45.
  • Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: introducing contextually embedded selling. Journal of Services Marketing, 33(4), 396-406.
  • Parameswaran, U. D., Ozawa-Kirk, J. L., & Latendresse, G. (2020). To live (code) or to not: A new method for coding in qualitative research. Qualitative social work, 19(4), 630-644.
  • Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). From user-generated data to data-driven innovation: A research agenda to understand user privacy in digital markets. International Journal of Information Management, 60, 1-13, 102331.
  • Shanahan, J. G., & Kurra, G. (2011). Digital advertising: An information scientist’s perspective. Melucci M. & Baeza-Yates (Ed.), Advanced Topics in Information Retrieval, Springer, Berlin, Heidelberg, 209-237
  • Soegoto, E. S., & Simbolon, T. (2018, August). Inbound marketing as a Strategy in Digital Advertising. IOP Conference Series: Materials Science and Engineering, 407, 1-5.
  • Sofaer, S. (2002). Qualitative research methods. International journal for quality in health care, 14(4), 329-336.
  • Sołtysik-Piorunkiewicz, A., Strzelecki, A., & Abramek, E. (2019). Evaluation of Adblock Software Usage. Complex Systems Informatics and Modeling Quarterly, 124(21), 51-63.
  • Stewart, K., Kammer-Kerwick, M., Koh, H. E., & Cunningham, I. (2018). Examining digital advertising using an affect transfer hypothesis. Journal of Research in Interactive Marketing, 12(2), 231-254.
  • Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have “Millennials” embraced digital advertising as they have embraced digital media?. Journal of Promotion Management, 19(5), 652-673.
  • Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of strategic marketing, 18(3), 239-256.
  • Wielki, J., & Grabara, J. (2018). The impact of Ad-blocking on the sustainable development of the digital advertising ecosystem. Sustainability. 10(11), 1-14.
  • Zilincan, J. (2015, September). Search engine optimization. CBU International Conference Proceedings, 3, 506-510.
There are 27 citations in total.

Details

Primary Language Turkish
Subjects Finance, Business Administration
Journal Section Articles
Authors

Selahattin Semih Karakurum 0000-0002-6121-8818

Keti Ventura This is me 0000-0002-6422-0518

Publication Date July 30, 2022
Published in Issue Year 2022 Volume: 15 Issue: 1

Cite

APA Karakurum, S. S., & Ventura, K. (2022). DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ. PressAcademia Procedia, 15(1), 79-83. https://doi.org/10.17261/Pressacademia.2022.1581
AMA Karakurum SS, Ventura K. DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ. PAP. July 2022;15(1):79-83. doi:10.17261/Pressacademia.2022.1581
Chicago Karakurum, Selahattin Semih, and Keti Ventura. “DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ”. PressAcademia Procedia 15, no. 1 (July 2022): 79-83. https://doi.org/10.17261/Pressacademia.2022.1581.
EndNote Karakurum SS, Ventura K (July 1, 2022) DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ. PressAcademia Procedia 15 1 79–83.
IEEE S. S. Karakurum and K. Ventura, “DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ”, PAP, vol. 15, no. 1, pp. 79–83, 2022, doi: 10.17261/Pressacademia.2022.1581.
ISNAD Karakurum, Selahattin Semih - Ventura, Keti. “DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ”. PressAcademia Procedia 15/1 (July 2022), 79-83. https://doi.org/10.17261/Pressacademia.2022.1581.
JAMA Karakurum SS, Ventura K. DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ. PAP. 2022;15:79–83.
MLA Karakurum, Selahattin Semih and Keti Ventura. “DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ”. PressAcademia Procedia, vol. 15, no. 1, 2022, pp. 79-83, doi:10.17261/Pressacademia.2022.1581.
Vancouver Karakurum SS, Ventura K. DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ. PAP. 2022;15(1):79-83.

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