The document discusses performance based digital marketing in Turkey. It provides an overview of how display advertising technology is changing with the rise of demand side platforms (DSPs) and real-time bidding. The document then examines the Turkish affiliate marketing market, outlining the major affiliate networks operating in Turkey and their offerings. Finally, it briefly discusses potential future developments, including more powerful behavioral targeting and initiatives involving internet service providers.

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