TÜRKİYE’DEKİ ÇEVRİMİÇİ GAZETELERİN DOĞAL REKLAM UYGULAMALARI ÜZERİNE BİR İNCELENME

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

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

Keywords:

Native advertisement, native advertising, online newspaper,

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