{"id":1557,"date":"2026-07-13T06:53:32","date_gmt":"2026-07-13T06:53:32","guid":{"rendered":"https:\/\/www.theadx.com\/blog\/?p=1557"},"modified":"2026-07-13T06:53:32","modified_gmt":"2026-07-13T06:53:32","slug":"viewability-nedir-dijital-reklamlarda-gorunurluk-orani","status":"publish","type":"post","link":"https:\/\/www.theadx.com\/blog\/viewability-nedir-dijital-reklamlarda-gorunurluk-orani\/","title":{"rendered":"Viewability Nedir? Dijital Reklamlarda G\u00f6r\u00fcn\u00fcrl\u00fck Oran\u0131 Neden \u00d6nemlidir?"},"content":{"rendered":"

Dijital reklamc\u0131l\u0131kta bir reklam\u0131n yay\u0131nlanmas\u0131, her zaman kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fcld\u00fc\u011f\u00fc anlam\u0131na gelmez. Reklam sayfaya y\u00fcklenmi\u015f olabilir, reklam sunucusu g\u00f6sterim saym\u0131\u015f olabilir; ancak kullan\u0131c\u0131 reklam alan\u0131na hi\u00e7 gelmeden sayfadan \u00e7\u0131km\u0131\u015f olabilir. Bu durumda reklam teknik olarak g\u00f6sterim alm\u0131\u015f gibi g\u00f6r\u00fcn\u00fcr, fakat kullan\u0131c\u0131 taraf\u0131ndan ger\u00e7ekten g\u00f6r\u00fclme f\u0131rsat\u0131 yakalamam\u0131\u015f olur.<\/span><\/p>\n

\u0130\u015fte bu noktada <\/span>viewability<\/b>, yani reklam g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc kavram\u0131 devreye girer. Viewability, dijital reklamlar\u0131n kullan\u0131c\u0131 ekran\u0131nda ger\u00e7ekten g\u00f6r\u00fclebilir olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7en \u00f6nemli bir metriktir. \u00d6zellikle display, video, programatik reklamc\u0131l\u0131k ve marka bilinirli\u011fi kampanyalar\u0131nda viewability, reklam\u0131n ger\u00e7ek etkisini anlamak i\u00e7in kritik bir g\u00f6stergedir.<\/span><\/p>\n

Viewability Nedir?<\/b><\/h2>\n

Viewability, bir dijital reklam\u0131n kullan\u0131c\u0131 ekran\u0131nda g\u00f6r\u00fclebilir durumda olma oran\u0131n\u0131 ifade eder. Daha basit bir anlat\u0131mla viewability, reklam\u0131n yaln\u0131zca teknik olarak y\u00fcklenip y\u00fcklenmedi\u011fini de\u011fil, kullan\u0131c\u0131n\u0131n onu g\u00f6rme ihtimalinin olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er.<\/span><\/p>\n

Bir reklam\u0131n g\u00f6sterim almas\u0131 i\u00e7in sayfada y\u00fcklenmesi yeterlidir. Ancak bir reklam\u0131n viewable yani g\u00f6r\u00fcn\u00fcr say\u0131lmas\u0131 i\u00e7in belirli bir s\u00fcre boyunca kullan\u0131c\u0131n\u0131n ekran\u0131nda belirli oranda g\u00f6r\u00fcnmesi gerekir.<\/span><\/p>\n

Google Ads ve sekt\u00f6rde yayg\u0131n olarak kullan\u0131lan standartlara g\u00f6re display reklamlarda reklam alan\u0131n\u0131n en az <\/span>%50\u2019sinin en az 1 saniye<\/b> boyunca ekranda g\u00f6r\u00fcnmesi gerekir. Video reklamlarda ise reklam\u0131n en az <\/span>%50\u2019sinin en az 2 saniye<\/b> boyunca g\u00f6r\u00fcn\u00fcr olmas\u0131 beklenir. Bu kriterler, reklam\u0131n kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclme f\u0131rsat\u0131 yakalad\u0131\u011f\u0131n\u0131 kabul etmek i\u00e7in kullan\u0131l\u0131r.<\/span><\/p>\n

Viewable Impression Nedir?<\/b><\/h2>\n

Viewable impression, yani g\u00f6r\u00fcn\u00fcr g\u00f6sterim, reklam\u0131n kullan\u0131c\u0131n\u0131n ekran\u0131nda belirlenen g\u00f6r\u00fcn\u00fcrl\u00fck kriterlerini kar\u015f\u0131lad\u0131\u011f\u0131 g\u00f6sterimdir.<\/span><\/p>\n

\u00d6rne\u011fin bir banner reklam sayfan\u0131n en alt\u0131na yerle\u015ftirilmi\u015f olabilir. Kullan\u0131c\u0131 sayfaya girer ama a\u015fa\u011f\u0131 kayd\u0131rmadan \u00e7\u0131kar. Bu durumda reklam y\u00fcklenmi\u015f ve g\u00f6sterim say\u0131lm\u0131\u015f olabilir; ancak kullan\u0131c\u0131 reklam\u0131 g\u00f6rmedi\u011fi i\u00e7in bu g\u00f6sterim viewable impression olarak de\u011ferlendirilmez.<\/span><\/p>\n

Buna kar\u015f\u0131l\u0131k kullan\u0131c\u0131 sayfay\u0131 a\u015fa\u011f\u0131 kayd\u0131r\u0131r ve reklam\u0131n en az yar\u0131s\u0131 bir saniye boyunca ekranda kal\u0131rsa bu g\u00f6sterim viewable impression olarak say\u0131labilir.<\/span><\/p>\n

Viewable impression, reklam\u0131n ger\u00e7ek g\u00f6r\u00fcn\u00fcrl\u00fck potansiyelini \u00f6l\u00e7t\u00fc\u011f\u00fc i\u00e7in yaln\u0131zca impression metri\u011fine g\u00f6re daha anlaml\u0131 bir de\u011ferlendirme sunar.<\/span><\/p>\n

Viewability Nas\u0131l Hesaplan\u0131r?<\/b><\/h2>\n

Viewability oran\u0131, g\u00f6r\u00fcn\u00fcr g\u00f6sterimlerin \u00f6l\u00e7\u00fclebilir g\u00f6sterimlere oranlanmas\u0131yla hesaplan\u0131r.<\/span><\/p>\n

Form\u00fcl \u015fu \u015fekildedir:<\/span><\/p>\n

Viewability Rate = Viewable Impressions \/ Measurable Impressions x 100<\/b><\/p>\n

\u00d6rne\u011fin bir kampanyada 100.000 \u00f6l\u00e7\u00fclebilir g\u00f6sterim varsa ve bunlar\u0131n 65.000\u2019i viewable impression olarak \u00f6l\u00e7\u00fclm\u00fc\u015fse viewability oran\u0131 \u015fu \u015fekilde hesaplan\u0131r:<\/span><\/p>\n

65.000 \/ 100.000 x 100 = %65<\/b><\/p>\n

Bu durumda kampanyan\u0131n viewability oran\u0131 <\/span>%65<\/b> olur.<\/span><\/p>\n

Burada dikkat edilmesi gereken nokta, viewability\u2019nin genellikle toplam impression \u00fczerinden de\u011fil, \u00f6l\u00e7\u00fclebilir impression \u00fczerinden hesaplanmas\u0131d\u0131r. \u00c7\u00fcnk\u00fc baz\u0131 g\u00f6sterimler teknik nedenlerle \u00f6l\u00e7\u00fclemeyebilir.<\/span><\/p>\n

Measurable Impression Nedir?<\/b><\/h2>\n

Measurable impression, viewability \u00f6l\u00e7\u00fcm\u00fcn\u00fcn teknik olarak yap\u0131labildi\u011fi g\u00f6sterimleri ifade eder. Her reklam g\u00f6sterimi viewability a\u00e7\u0131s\u0131ndan \u00f6l\u00e7\u00fclebilir olmayabilir.<\/span><\/p>\n

Baz\u0131 durumlarda reklam\u0131n bulundu\u011fu ortam, taray\u0131c\u0131 ayarlar\u0131, uygulama i\u00e7i yap\u0131, iframe kullan\u0131m\u0131, kullan\u0131c\u0131 gizlilik ayarlar\u0131 veya teknik k\u0131s\u0131tlar nedeniyle reklam\u0131n g\u00f6r\u00fcn\u00fcr olup olmad\u0131\u011f\u0131 \u00f6l\u00e7\u00fclemeyebilir.<\/span><\/p>\n

Bu nedenle viewability analizinde iki farkl\u0131 metrik birlikte de\u011ferlendirilmelidir:<\/span><\/p>\n

Measurable impressions:<\/b> G\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc \u00f6l\u00e7\u00fclebilen g\u00f6sterimler<\/span>
\n<\/span>Viewable impressions:<\/b> \u00d6l\u00e7\u00fclebilen g\u00f6sterimler i\u00e7inde g\u00f6r\u00fcn\u00fcr kabul edilen g\u00f6sterimler<\/span><\/p>\n

E\u011fer measurable impression oran\u0131 d\u00fc\u015f\u00fckse, viewability oran\u0131 tek ba\u015f\u0131na sa\u011fl\u0131kl\u0131 yorumlanmayabilir. \u00c7\u00fcnk\u00fc \u00f6l\u00e7\u00fcm yap\u0131lamayan b\u00fcy\u00fck bir alan varsa, kampanyan\u0131n ger\u00e7ek g\u00f6r\u00fcn\u00fcrl\u00fck kalitesini de\u011ferlendirmek zorla\u015f\u0131r.<\/span><\/p>\n

Viewability Neden \u00d6nemlidir?<\/b><\/h2>\n

Viewability, dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n ger\u00e7ekten kullan\u0131c\u0131ya g\u00f6r\u00fcnme f\u0131rsat\u0131 yakalay\u0131p yakalamad\u0131\u011f\u0131n\u0131 anlamak i\u00e7in \u00f6nemlidir. \u00d6zellikle marka bilinirli\u011fi, eri\u015fim ve \u00fcst funnel kampanyalar\u0131nda reklam\u0131n kullan\u0131c\u0131 ekran\u0131nda g\u00f6r\u00fcn\u00fcr olmas\u0131 temel ba\u015far\u0131 ko\u015fullar\u0131ndan biridir.<\/span><\/p>\n

Bir reklam hi\u00e7 g\u00f6r\u00fcnmeden impression \u00fcretirse, kampanya raporlar\u0131nda eri\u015fim ve g\u00f6sterim y\u00fcksek g\u00f6r\u00fcnebilir. Ancak kullan\u0131c\u0131 reklam\u0131 g\u00f6rmedi\u011fi i\u00e7in marka mesaj\u0131 ger\u00e7ek anlamda iletilmemi\u015f olur. Bu da medya b\u00fct\u00e7esinin verimsiz kullan\u0131lmas\u0131na neden olabilir.<\/span><\/p>\n

Viewability \u015fu konularda \u00f6nemlidir:<\/span><\/p>\n

Reklam b\u00fct\u00e7esinin daha verimli kullan\u0131lmas\u0131n\u0131 sa\u011flar.<\/span>
\n<\/span>Yay\u0131nc\u0131 ve placement kalitesini de\u011ferlendirmeye yard\u0131mc\u0131 olur.<\/span>
\n<\/span>Kreatiflerin kullan\u0131c\u0131ya ger\u00e7ekten ula\u015f\u0131p ula\u015fmad\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/span>
\n<\/span>Programatik sat\u0131n almada envanter kalitesini analiz etmeyi sa\u011flar.<\/span>
\n<\/span>Marka bilinirli\u011fi kampanyalar\u0131nda ger\u00e7ek g\u00f6r\u00fcn\u00fcrl\u00fck f\u0131rsat\u0131n\u0131 \u00f6l\u00e7er.<\/span>
\n<\/span>Medya plan\u0131nda kaliteli ve d\u00fc\u015f\u00fck kaliteli alanlar\u0131 ay\u0131rmaya yard\u0131mc\u0131 olur.<\/span><\/p>\n

Viewability ve Impression Aras\u0131ndaki Fark Nedir?<\/b><\/h2>\n

Impression, reklam\u0131n teknik olarak y\u00fcklenmesini ifade eder. Viewability ise reklam\u0131n kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclebilir durumda olup olmad\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/span><\/p>\n

Bu iki kavram aras\u0131ndaki fark dijital reklamc\u0131l\u0131kta olduk\u00e7a \u00f6nemlidir. \u00c7\u00fcnk\u00fc her impression, kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclm\u00fc\u015f bir reklam anlam\u0131na gelmez.<\/span><\/p>\n\n\n\n\n\n\n\n
Metrik<\/b><\/td>\nNe Anlama Gelir?<\/b><\/td>\nYorum<\/b><\/td>\n<\/tr>\n
Impression<\/span><\/td>\nReklam\u0131n sayfada veya uygulamada y\u00fcklenmesi<\/span><\/td>\nTeknik g\u00f6sterimdir, g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc garanti etmez.<\/span><\/td>\n<\/tr>\n
Measurable Impression<\/span><\/td>\nReklam\u0131n g\u00f6r\u00fcn\u00fcrl\u00fck a\u00e7\u0131s\u0131ndan \u00f6l\u00e7\u00fclebilmesi<\/span><\/td>\nViewability hesaplamas\u0131nda kullan\u0131l\u0131r.<\/span><\/td>\n<\/tr>\n
Viewable Impression<\/span><\/td>\nReklam\u0131n belirli s\u00fcre ve oranda ekranda g\u00f6r\u00fcnmesi<\/span><\/td>\nKullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclme f\u0131rsat\u0131 yakalam\u0131\u015ft\u0131r.<\/span><\/td>\n<\/tr>\n
Viewability Rate<\/span><\/td>\nG\u00f6r\u00fcn\u00fcr g\u00f6sterimlerin \u00f6l\u00e7\u00fclebilir g\u00f6sterimlere oran\u0131<\/span><\/td>\nReklam alan\u0131n\u0131n g\u00f6r\u00fcn\u00fcrl\u00fck kalitesini g\u00f6sterir.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00d6rne\u011fin bir reklam 1 milyon impression alm\u0131\u015f olabilir. Ancak viewability oran\u0131 %40 ise, \u00f6l\u00e7\u00fclebilir g\u00f6sterimlerin yaln\u0131zca %40\u2019\u0131 kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclme f\u0131rsat\u0131 yakalam\u0131\u015ft\u0131r. Bu nedenle yaln\u0131zca impression say\u0131s\u0131na bakmak yan\u0131lt\u0131c\u0131 olabilir.<\/span><\/p>\n

Viewability Standartlar\u0131 Nelerdir?<\/b><\/h2>\n

Sekt\u00f6rde yayg\u0131n kullan\u0131lan IAB ve MRC standartlar\u0131na g\u00f6re display reklamlarda reklam piksellerinin en az <\/span>%50\u2019sinin 1 saniye<\/b> boyunca g\u00f6r\u00fcn\u00fcr olmas\u0131, video reklamlarda ise en az <\/span>%50\u2019sinin 2 saniye<\/b> boyunca g\u00f6r\u00fcn\u00fcr olmas\u0131 temel kriter olarak kabul edilir.<\/span><\/p>\n

Bu standartlar, reklam\u0131n ger\u00e7ekten izlendi\u011fini ya da kullan\u0131c\u0131n\u0131n reklama dikkat etti\u011fini garanti etmez. Sadece reklam\u0131n ekranda g\u00f6r\u00fcnme f\u0131rsat\u0131 yakalad\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/span><\/p>\n

Yani viewability, dikkat veya etkile\u015fim metri\u011fi de\u011fildir. Reklam\u0131n g\u00f6r\u00fclebilir durumda olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er.<\/span><\/p>\n

Display Reklamlarda Viewability<\/b><\/h2>\n

Display reklamlarda viewability, banner veya g\u00f6rsel reklam\u0131n ekranda ne kadar s\u00fcre ve ne oranda g\u00f6r\u00fcnd\u00fc\u011f\u00fcn\u00fc \u00f6l\u00e7er.<\/span><\/p>\n

Standart bir display reklam\u0131n viewable say\u0131lmas\u0131 i\u00e7in genellikle reklam alan\u0131n\u0131n en az <\/span>%50\u2019sinin en az 1 saniye<\/b> boyunca kullan\u0131c\u0131n\u0131n ekran\u0131nda kalmas\u0131 gerekir.<\/span><\/p>\n

Display viewability oran\u0131n\u0131 etkileyen ba\u015fl\u0131ca fakt\u00f6rler \u015funlard\u0131r:<\/span><\/p>\n

Reklam alan\u0131n\u0131n sayfadaki konumu<\/span>
\n<\/span>Sayfan\u0131n y\u00fcklenme h\u0131z\u0131<\/span>
\n<\/span>Kullan\u0131c\u0131n\u0131n scroll davran\u0131\u015f\u0131<\/span>
\n<\/span>Reklam format\u0131<\/span>
\n<\/span>Yay\u0131nc\u0131 site kalitesi<\/span>
\n<\/span>Reklam\u0131n above the fold veya below the fold konumu<\/span>
\n<\/span>Lazy loading kullan\u0131m\u0131<\/span>
\n<\/span>Sayfa i\u00e7eri\u011finin uzunlu\u011fu ve okunabilirli\u011fi<\/span><\/p>\n

Video Reklamlarda Viewability<\/b><\/h2>\n

Video reklamlarda viewability, reklam\u0131n kullan\u0131c\u0131 ekran\u0131nda g\u00f6r\u00fcn\u00fcr \u015fekilde oynat\u0131l\u0131p oynat\u0131lmad\u0131\u011f\u0131n\u0131 de\u011ferlendirir.<\/span><\/p>\n

Video reklamlar\u0131n viewable say\u0131lmas\u0131 i\u00e7in genellikle reklam\u0131n en az <\/span>%50\u2019sinin en az 2 saniye<\/b> boyunca g\u00f6r\u00fcn\u00fcr olmas\u0131 gerekir.<\/span><\/p>\n

Ancak video reklam performans\u0131n\u0131 yaln\u0131zca viewability ile de\u011ferlendirmek yeterli de\u011fildir. Video kampanyalar\u0131nda \u015fu metrikler de birlikte analiz edilmelidir:<\/span><\/p>\n

Video completion rate<\/span>
\n<\/span>View rate<\/span>
\n<\/span>Quartile izlenme oranlar\u0131<\/span>
\n<\/span>Average watch time<\/span>
\n<\/span>Cost per completed view<\/span>
\n<\/span>Click-through rate<\/span>
\n<\/span>Brand lift sonu\u00e7lar\u0131<\/span>
\n<\/span>Conversion veya assisted conversion etkisi<\/span><\/p>\n

Viewability, video reklam\u0131n ekranda g\u00f6r\u00fcn\u00fcr olup olmad\u0131\u011f\u0131n\u0131 g\u00f6sterir; ancak kullan\u0131c\u0131n\u0131n reklam\u0131 ne kadar izledi\u011fini veya mesaj\u0131 anlay\u0131p anlamad\u0131\u011f\u0131n\u0131 tek ba\u015f\u0131na g\u00f6stermez.<\/span><\/p>\n

Active View Nedir?<\/b><\/h2>\n

Active View, Google\u2019\u0131n viewability \u00f6l\u00e7\u00fcm teknolojisidir. Google Ads, Google Ad Manager ve di\u011fer Google reklam \u00fcr\u00fcnlerinde reklamlar\u0131n g\u00f6r\u00fcn\u00fcrl\u00fck durumunu \u00f6l\u00e7mek i\u00e7in kullan\u0131l\u0131r.<\/span><\/p>\n

Active View metrikleri sayesinde reklamverenler, reklamlar\u0131n\u0131n ka\u00e7 g\u00f6steriminin \u00f6l\u00e7\u00fclebilir oldu\u011funu, ka\u00e7\u0131n\u0131n viewable say\u0131ld\u0131\u011f\u0131n\u0131 ve g\u00f6r\u00fcn\u00fcrl\u00fck oran\u0131n\u0131n ne oldu\u011funu analiz edebilir.<\/span><\/p>\n

Google Ads taraf\u0131nda s\u0131k kar\u015f\u0131la\u015f\u0131lan Active View metrikleri \u015funlard\u0131r:<\/span><\/p>\n

Active View measurable impressions<\/span>
\n<\/span>Active View viewable impressions<\/span>
\n<\/span>Active View viewability<\/span>
\n<\/span>Active View measurable cost<\/span>
\n<\/span>Active View viewable CTR<\/span><\/p>\n

Bu metrikler, kampanyan\u0131n yaln\u0131zca ka\u00e7 g\u00f6sterim ald\u0131\u011f\u0131n\u0131 de\u011fil, bu g\u00f6sterimlerin ne kadar\u0131n\u0131n kullan\u0131c\u0131 ekran\u0131nda g\u00f6r\u00fcn\u00fcr oldu\u011funu anlamaya yard\u0131mc\u0131 olur.<\/span><\/p>\n

Viewability Oran\u0131 Ka\u00e7 Olmal\u0131?<\/b><\/h2>\n

Viewability i\u00e7in her sekt\u00f6r, kampanya ve formatta ge\u00e7erli tek bir ideal oran yoktur. Beklenen oran; kampanya hedefi, reklam format\u0131, platform, yay\u0131nc\u0131 kalitesi, sat\u0131n alma modeli ve hedef kitleye g\u00f6re de\u011fi\u015febilir.<\/span><\/p>\n

Ancak genel olarak display kampanyalarda y\u00fcksek viewability, reklam alanlar\u0131n\u0131n kullan\u0131c\u0131 ekran\u0131nda daha fazla g\u00f6r\u00fcn\u00fcr oldu\u011funu g\u00f6sterir. Marka bilinirli\u011fi kampanyalar\u0131nda daha y\u00fcksek viewability oranlar\u0131 hedeflenebilir. Performans kampanyalar\u0131nda ise viewability tek ba\u015f\u0131na yeterli de\u011fildir; d\u00f6n\u00fc\u015f\u00fcm, CPA, ROAS ve kullan\u0131c\u0131 kalitesiyle birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n

\u00d6rne\u011fin %80 viewability oran\u0131na sahip bir placement \u00e7ok g\u00f6r\u00fcn\u00fcr olabilir; ancak hi\u00e7 d\u00f6n\u00fc\u015f\u00fcm \u00fcretmiyorsa performans kampanyas\u0131 i\u00e7in ideal olmayabilir. Buna kar\u015f\u0131l\u0131k %55 viewability oran\u0131na sahip bir placement daha d\u00fc\u015f\u00fck g\u00f6r\u00fcn\u00fcrl\u00fck sunabilir ama daha y\u00fcksek d\u00f6n\u00fc\u015f\u00fcm getirebilir.<\/span><\/p>\n

Bu nedenle viewability, tek ba\u015f\u0131na ba\u015far\u0131 metri\u011fi de\u011fil; medya kalitesini yorumlamak i\u00e7in kullan\u0131lan destekleyici bir metriktir.<\/span><\/p>\n

Viewability D\u00fc\u015f\u00fckse Ne Anlama Gelir?<\/b><\/h2>\n

Viewability oran\u0131n\u0131n d\u00fc\u015f\u00fck olmas\u0131, reklamlar\u0131n \u00f6nemli bir b\u00f6l\u00fcm\u00fcn\u00fcn kullan\u0131c\u0131 taraf\u0131ndan g\u00f6r\u00fclme f\u0131rsat\u0131 yakalayamad\u0131\u011f\u0131n\u0131 g\u00f6sterebilir. Bu durumun bir\u00e7ok nedeni olabilir.<\/span><\/p>\n

Reklam alanlar\u0131 sayfan\u0131n \u00e7ok alt\u0131nda olabilir.<\/span>
\n<\/span>Kullan\u0131c\u0131lar sayfada yeterince uzun kalm\u0131yor olabilir.<\/span>
\n<\/span>Sayfa yava\u015f y\u00fckleniyor olabilir.<\/span>
\n<\/span>Reklam ge\u00e7 y\u00fckleniyor olabilir.<\/span>
\n<\/span>Reklam kullan\u0131c\u0131 scroll etmeden g\u00f6r\u00fcnm\u00fcyor olabilir.<\/span>
\n<\/span>Yay\u0131nc\u0131 envanteri d\u00fc\u015f\u00fck kaliteli olabilir.<\/span>
\n<\/span>Reklam format\u0131 kullan\u0131c\u0131 deneyimiyle uyumsuz olabilir.<\/span>
\n<\/span>Teknik \u00f6l\u00e7\u00fcm sorunlar\u0131 ya\u015fan\u0131yor olabilir.<\/span><\/p>\n

D\u00fc\u015f\u00fck viewability her zaman k\u00f6t\u00fc performans anlam\u0131na gelmez; ancak mutlaka analiz edilmesi gereken bir sinyaldir.<\/span><\/p>\n

Viewability Nas\u0131l Art\u0131r\u0131l\u0131r?<\/b><\/h2>\n

Viewability oran\u0131n\u0131 art\u0131rmak i\u00e7in medya sat\u0131n alma, kreatif, teknik yap\u0131 ve yay\u0131nc\u0131 se\u00e7imi birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n

1. Placement Kalitesini Analiz Edin<\/b><\/h2>\n

Kampanyan\u0131n yay\u0131nland\u0131\u011f\u0131 site, uygulama veya placement\u2019lar d\u00fczenli olarak incelenmelidir. D\u00fc\u015f\u00fck viewability oran\u0131na sahip placement\u2019lar tespit edilmeli ve kampanya hedefiyle uyumlu de\u011filse d\u0131\u015flanmal\u0131d\u0131r.<\/span><\/p>\n

\u00d6zellikle programatik kampanyalarda placement raporlar\u0131, envanter kalitesini anlamak i\u00e7in d\u00fczenli kontrol edilmelidir.<\/span><\/p>\n

2. Above the Fold Alanlar\u0131 De\u011ferlendirin<\/b><\/h2>\n

Above the fold, kullan\u0131c\u0131n\u0131n sayfay\u0131 kayd\u0131rmadan g\u00f6rd\u00fc\u011f\u00fc alan\u0131 ifade eder. Bu alanlarda yer alan reklamlar\u0131n g\u00f6r\u00fcn\u00fcrl\u00fck oran\u0131 genellikle daha y\u00fcksek olabilir.<\/span><\/p>\n

Ancak yaln\u0131zca above the fold alanlara odaklanmak her zaman do\u011fru de\u011fildir. Bu alanlar daha pahal\u0131 olabilir ve kullan\u0131c\u0131 deneyimini olumsuz etkileyen reklam yo\u011funlu\u011fu yaratabilir. Bu nedenle g\u00f6r\u00fcn\u00fcrl\u00fck ile maliyet dengesi birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n

3. Sayfa H\u0131z\u0131 ve Reklam Y\u00fcklenme S\u00fcresini Kontrol Edin<\/b><\/h2>\n

Reklam ge\u00e7 y\u00fcklenirse kullan\u0131c\u0131 reklam alan\u0131na gelmeden sayfadan \u00e7\u0131kabilir. Bu da viewability oran\u0131n\u0131 d\u00fc\u015f\u00fcrebilir.<\/span><\/p>\n

Yay\u0131nc\u0131 taraf\u0131nda sayfa h\u0131z\u0131, lazy loading yap\u0131s\u0131, reklam sunucusu yan\u0131t s\u00fcresi ve reklam alan\u0131 stabilitesi viewability \u00fczerinde etkili olabilir. Reklamveren taraf\u0131nda ise d\u00fc\u015f\u00fck performansl\u0131 envanterler raporlarla tespit edilip optimize edilebilir.<\/span><\/p>\n

4. Frekans ve Kullan\u0131c\u0131 Deneyimini Dengeleyin<\/b><\/h2>\n

Y\u00fcksek viewability hedeflenirken kullan\u0131c\u0131 deneyimi g\u00f6z ard\u0131 edilmemelidir. \u00c7ok agresif reklam yerle\u015fimleri k\u0131sa vadede g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc art\u0131rabilir; ancak kullan\u0131c\u0131 rahats\u0131zl\u0131\u011f\u0131, reklam k\u00f6rl\u00fc\u011f\u00fc ve marka alg\u0131s\u0131 sorunlar\u0131na neden olabilir.<\/span><\/p>\n

Bu nedenle viewability optimizasyonu, kullan\u0131c\u0131 deneyimi ve marka g\u00fcvenli\u011fiyle birlikte d\u00fc\u015f\u00fcn\u00fclmelidir.<\/span><\/p>\n

5. Reklam Format\u0131n\u0131 Do\u011fru Se\u00e7in<\/b><\/h2>\n

Baz\u0131 reklam formatlar\u0131 daha y\u00fcksek g\u00f6r\u00fcn\u00fcrl\u00fck oran\u0131 sa\u011flayabilir. \u00d6rne\u011fin sticky banner, native formatlar veya video i\u00e7i yerle\u015fimler daha g\u00f6r\u00fcn\u00fcr olabilir. Ancak her format her marka i\u00e7in uygun de\u011fildir.<\/span><\/p>\n

Format se\u00e7imi yap\u0131l\u0131rken kampanya hedefi, kullan\u0131c\u0131 deneyimi, kreatif mesaj ve platform dinamikleri birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n

6. Brand Safety ve Inventory Quality Ayarlar\u0131n\u0131 Kullan\u0131n<\/b><\/h2>\n

DV360, Google Ads<\/a> ve programatik platformlarda inventory quality ve brand safety ayarlar\u0131, reklamlar\u0131n daha uygun ve kaliteli ortamlarda g\u00f6sterilmesine yard\u0131mc\u0131 olabilir.<\/span><\/p>\n

D\u00fc\u015f\u00fck kaliteli, h\u0131zl\u0131 t\u00fcketilen, i\u00e7erik yo\u011funlu\u011fu d\u00fc\u015f\u00fck veya reklam alan\u0131 kalitesi zay\u0131f siteler viewability performans\u0131n\u0131 olumsuz etkileyebilir. Bu nedenle envanter kalitesi d\u00fczenli analiz edilmelidir.<\/span><\/p>\n

7. Kreatifleri Daha Net ve H\u0131zl\u0131 Anla\u015f\u0131l\u0131r Hale Getirin<\/b><\/h2>\n

Viewability yaln\u0131zca reklam\u0131n g\u00f6r\u00fcn\u00fcr olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er. Ancak reklam g\u00f6r\u00fcn\u00fcr oldu\u011funda mesaj\u0131n h\u0131zl\u0131 anla\u015f\u0131lmas\u0131 da \u00f6nemlidir.<\/span><\/p>\n

\u00d6zellikle display reklamlarda kullan\u0131c\u0131 reklama \u00e7ok k\u0131sa s\u00fcre maruz kalabilir. Bu nedenle kreatiflerde:<\/span><\/p>\n

Net ba\u015fl\u0131k kullan\u0131lmal\u0131<\/span>
\n<\/span>Marka g\u00f6r\u00fcn\u00fcr olmal\u0131<\/span>
\n<\/span>Ana mesaj h\u0131zl\u0131 anla\u015f\u0131lmal\u0131<\/span>
\n<\/span>G\u00f6rsel karma\u015fa azalt\u0131lmal\u0131<\/span>
\n<\/span>CTA belirgin olmal\u0131<\/span>
\n<\/span>Animasyon varsa ilk saniyelerde mesaj verilmelidir<\/span><\/p>\n

Y\u00fcksek viewability, ancak do\u011fru kreatifle birle\u015fti\u011finde ger\u00e7ek etki yarat\u0131r.<\/span><\/p>\n

Viewability ve CTR \u0130li\u015fkisi<\/b><\/h2>\n

Viewability ile CTR aras\u0131nda do\u011frudan ve her zaman do\u011frusal bir ili\u015fki yoktur. Bir reklam daha g\u00f6r\u00fcn\u00fcr oldu\u011funda t\u0131klama alma ihtimali artabilir; ancak y\u00fcksek viewability her zaman y\u00fcksek CTR anlam\u0131na gelmez.<\/span><\/p>\n

Baz\u0131 kampanyalarda viewability y\u00fcksek ama CTR d\u00fc\u015f\u00fck olabilir. Bu durumda reklam g\u00f6r\u00fcn\u00fcrd\u00fcr; fakat mesaj, kreatif, teklif veya hedefleme kullan\u0131c\u0131y\u0131 t\u0131klamaya y\u00f6nlendirmiyor olabilir.<\/span><\/p>\n

Baz\u0131 kampanyalarda ise viewability orta seviyede olmas\u0131na ra\u011fmen CTR veya d\u00f6n\u00fc\u015f\u00fcm oran\u0131 g\u00fc\u00e7l\u00fc olabilir. Bu durumda kullan\u0131c\u0131 niyeti, hedefleme ve kreatif daha belirleyici olabilir.<\/span><\/p>\n

Bu nedenle viewability, CTR, d\u00f6n\u00fc\u015f\u00fcm oran\u0131 ve kullan\u0131c\u0131 kalitesi birlikte de\u011ferlendirilmelidir.<\/span><\/p>\n

Viewability ve Brand Awareness Kampanyalar\u0131<\/b><\/h2>\n

Marka bilinirli\u011fi kampanyalar\u0131nda viewability \u00e7ok \u00f6nemli bir metriktir. \u00c7\u00fcnk\u00fc bu kampanyalar\u0131n temel hedefi, kullan\u0131c\u0131n\u0131n reklam mesaj\u0131yla temas etmesini sa\u011flamakt\u0131r.<\/span><\/p>\n

E\u011fer kampanya y\u00fcksek impression \u00fcretmesine ra\u011fmen d\u00fc\u015f\u00fck viewability\u2019ye sahipse, marka mesaj\u0131n\u0131n ger\u00e7ek eri\u015fimi beklenenden d\u00fc\u015f\u00fck olabilir. Bu nedenle awareness kampanyalar\u0131nda yaln\u0131zca impression ve reach de\u011fil, viewable impression ve viewability oran\u0131 da takip edilmelidir.<\/span><\/p>\n

Marka kampanyalar\u0131nda viewability \u015fu sorulara yan\u0131t verir:<\/span><\/p>\n

Reklam ger\u00e7ekten kullan\u0131c\u0131 ekran\u0131nda g\u00f6r\u00fcnd\u00fc m\u00fc?<\/span>
\n<\/span>Kullan\u0131c\u0131 marka mesaj\u0131yla temas etme f\u0131rsat\u0131 buldu mu?<\/span>
\n<\/span>Hangi yay\u0131nc\u0131lar daha kaliteli g\u00f6r\u00fcn\u00fcrl\u00fck sa\u011flad\u0131?<\/span>
\n<\/span>Hangi formatlar daha iyi g\u00f6r\u00fcn\u00fcrl\u00fck \u00fcretti?<\/span>
\n<\/span>Frekans ger\u00e7ek g\u00f6r\u00fcn\u00fcr temas \u00fczerinden nas\u0131l yorumlanmal\u0131?<\/span><\/p>\n

Viewability ve Performans Kampanyalar\u0131<\/b><\/h2>\n

Performans kampanyalar\u0131nda viewability \u00f6nemlidir; ancak tek ba\u015f\u0131na karar verdiren bir metrik olmamal\u0131d\u0131r. \u00c7\u00fcnk\u00fc performans kampanyalar\u0131nda as\u0131l hedef d\u00f6n\u00fc\u015f\u00fcm, sat\u0131\u015f, lead veya gelir yaratmakt\u0131r.<\/span><\/p>\n

D\u00fc\u015f\u00fck viewability\u2019ye sahip bir placement d\u00f6n\u00fc\u015f\u00fcm \u00fcretmiyorsa d\u0131\u015flanabilir. Ancak orta seviye viewability\u2019ye sahip bir placement g\u00fc\u00e7l\u00fc d\u00f6n\u00fc\u015f\u00fcm sa\u011fl\u0131yorsa sadece g\u00f6r\u00fcn\u00fcrl\u00fck oran\u0131 d\u00fc\u015f\u00fck diye kapat\u0131lmamal\u0131d\u0131r.<\/span><\/p>\n

Performans kampanyalar\u0131nda viewability \u015fu metriklerle birlikte de\u011ferlendirilmelidir:<\/span><\/p>\n