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Oya Öneş Yaşayan
                                          UM Turkey Managing Partner
                                           oya.yasayan@umww.com
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
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
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).
Performance Based Digital Marketing in Turkey
Display Advertising Technology is changing




                Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com   4
5
Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
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
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
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
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
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
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
Oya Öneş Yaşayan
UM Türkiye Yönetici Ortak
oya.yasayan@umww.com

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Turkish Performance Marketing and Affiliate Networks Landscape

  • 1. Oya Öneş Yaşayan UM Turkey Managing Partner oya.yasayan@umww.com Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
  • 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. 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. 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
  • 6. Oya Öneş Yaşayan / UM Turkey / Managing Partner / oya.yasayan@umww.com
  • 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. 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. 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. 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. 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. 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. Oya Öneş Yaşayan UM Türkiye Yönetici Ortak oya.yasayan@umww.com