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Turkish Performance Marketing and Affiliate Networks Landscape

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Turkish Performance Marketing and Affiliate Networks Landscape

  1. 1. Oya Öneş Yaşayan UM Turkey Managing Partner oya.yasayan@umww.com Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
  2. 2. Performance Based Digital Marketing in Turkey Agenda 01 Display Advertising Technology is Changing 03 Market Landscape 04 What’s Next? Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 2
  3. 3. Performance Marketing in Turkey Agenda Enable bid-based ad “trades” between buyers and sellers on their platforms. In this case, media buyers have to use a different system to access each exchange. Ad Exchange Publisher 1 Publisher 2 Publisher n Ad Exchange Agency TradeDesk DSP (Cadreon Ad Network 1 for IPG) Exchange Network 2 Network n Ad Cadreon is a specialized DSPs allow media buyers to buy from multiple Exchange marketing services platform that integrates biddable media sources technology, data and through a single inventory to manage interface, which gives audiences for our clients. buyer access to more liquid inventory. Percentage of DSP buy in display media buy grew from 10,6 % (Q1) to 19,4% (Q2).
  4. 4. Performance Based Digital Marketing in Turkey Display Advertising Technology is changing Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 4
  5. 5. 5
  6. 6. Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
  7. 7. Performance Based Digital Marketing in Turkey Display Advertising Technology is changing Pricing Models of Affiliate Networks: in Turkey since 2011  CPA(Cost per action) ex: financial results like sales, coupon redeems / CPA depends on product profitability. in Turkey since 2008  CPL (Cost per lead) ex: download PDF, a form submission in Turkey since 2007 Average CPL 1-5 TL  CPC (Cost per click) Ex: Average CPC 0,30-0,50TL in Turkey since 2011 These networks represent aproximately 18.000 publishers, daily 25 Mio. visitors and monthly 20 Mio. TL ad budget (less than 8% of total display). Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 7
  8. 8. Performance Based Digital Marketing in Turkey Market Landscape 1500+ Publisher in Turkey 2,75 Mio. unique visitor per day 75.000+ lead generation & 5.000+ sales (monthly) Detailed report (site by site) Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 8
  9. 9. Performance Based Digital Marketing in Turkey Market Landscape 6.000+ Publisher in Turkey 10 Mio. unique visitor per day 300.000 lead generation & 30.000+ sale (monthly) Detailed report (site by site) Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 9
  10. 10. Performance Based Digital Marketing in Turkey Market Landscape 4.000+ Publisher in Turkey 8 Mio. unique visitor per day No detailed (site by site) reports Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 10
  11. 11. Performance Based Digital Marketing in Turkey Market Landscape 5.000 Publisher in Turkey 5 Mio. unique visitors per day Very transparent Detailed filtering and reporting Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com 11
  12. 12. Performance Based Digital Marketing in Turkey What’s next? Optimistic on Turkey’s market Powerful behavioral targeting Starting to launch ISP agreement Detailed behavioral targeting TTnet business partner Opt-in data & browser tracking  CTR Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
  13. 13. Oya Öneş Yaşayan UM Türkiye Yönetici Ortak oya.yasayan@umww.com

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