{"id":36587,"date":"2026-02-19T21:25:09","date_gmt":"2026-02-19T21:25:09","guid":{"rendered":"https:\/\/by-tv.co.uk\/?p=36587"},"modified":"2026-02-19T21:46:40","modified_gmt":"2026-02-19T21:46:40","slug":"mediacat-live-algoritma-caginda-etki-creatorlar-merkeze-yerlesiyor","status":"publish","type":"post","link":"https:\/\/by-tv.co.uk\/en\/mediacat-live-londrada-influencer-pazarlamasinin-gelecegi-konusuldu\/","title":{"rendered":"MediaCat Live: Londra\u2019da influencer pazarlamas\u0131n\u0131n gelece\u011fi konu\u015fuldu"},"content":{"rendered":"<p>Influencer\u2019lar\u0131n (influencer) ve i\u00e7erik \u00fcreticilerinin (creator) markalar a\u00e7\u0131s\u0131ndan de\u011fi\u015fen rol\u00fc, Londra\u2019da d\u00fczenlenen MediaCat Live etkinli\u011finde masaya yat\u0131r\u0131ld\u0131. Sekt\u00f6r temsilcileri, \u00f6zellikle son d\u00f6nemde i\u00e7erik \u00fcreticisi ekonomisinin (creator economy) \u00f6l\u00e7eklenebilirli\u011fi, marka kontrol\u00fc ile yarat\u0131c\u0131 \u00f6zg\u00fcrl\u00fck aras\u0131ndaki denge ve influencer\u2019lar\u0131n ger\u00e7ekten \u201cyeni\u201d bir mecra olup olmad\u0131\u011f\u0131 sorular\u0131 \u00fczerine de\u011ferlendirmelerde bulundu.<\/p>\n<p>DentsuX\u2019in ev sahipli\u011finde ger\u00e7ekle\u015fen etkinlikte, influencer pazarlamas\u0131n\u0131n (influencer marketing) yaln\u0131zca eri\u015fim de\u011fil; k\u00fclt\u00fcr \u00fcretimi, ticari d\u00f6n\u00fc\u015f\u00fcm ve medya planlamas\u0131n\u0131n merkezine yerle\u015fti\u011fi vurguland\u0131. Konu\u015fmalarda, algoritma temelli platformlar\u0131n y\u00fckseli\u015fiyle birlikte markalar\u0131n i\u00e7erik \u00fcreticileriyle i\u015f birliklerini daha sistematik ve \u00f6l\u00e7\u00fclebilir bir \u00e7er\u00e7evede ele almaya ba\u015flad\u0131\u011f\u0131 ifade edildi.<\/p>\n<div id=\"attachment_36590\" style=\"width: 1711px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-36590\" class=\"wp-image-36590 size-full\" src=\"https:\/\/by-tv.co.uk\/wp-content\/uploads\/2026\/02\/medicat-live-2.jpg\" alt=\"\" width=\"1701\" height=\"2058\" title=\"\"><p id=\"caption-attachment-36590\" class=\"wp-caption-text\">Soldan Sa\u011fa: BYTV Kurucusu Ergin Balabeyoglu, MediaCat UK Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 Nazl\u0131 Selin \u00d6zkan ve BYTV Marka \u0130\u015fbirlikleri Sorumlusu \u0130pek \u00c7akmak<\/p><\/div>\n<p>Etkinlikte, <strong>MediaCat UK Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 Nazl\u0131 Selin \u00d6zkan&#8217;\u0131n<\/strong> moderat\u00f6rl\u00fc\u011f\u00fcnde; <strong>Dentsu X Medya Stratejisi Ba\u015fkan\u0131 Jimmy Diamond<\/strong>, <strong>Meta K\u00fcresel Yarat\u0131c\u0131 Lideri (Global Creative Lead) Barry Christie<\/strong>, <strong>Baileys\u2019ten sorumlu Diageo y\u00f6neticisi Hazan Ayd\u0131n Ye\u015filova<\/strong> ve <strong>Global Street Art Yarat\u0131c\u0131 \u00c7\u00f6z\u00fcmler Ba\u015fkan\u0131 Sam Berry<\/strong> konu\u015fmac\u0131 olarak yer ald\u0131.<\/p><div id=\"briti-460435585\" class=\"briti-icerik\" style=\"margin-top: 5px;margin-bottom: 5px;\"><a href=\"https:\/\/piaryum.com\/services\/\" aria-label=\"piaryum banner\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/by-tv.co.uk\/wp-content\/uploads\/2025\/12\/Gemini_Generated_Image_g5yqr1g5yqr1g5yq.jpg\" alt=\"\"  width=\"2064\" height=\"1152\"   \/><\/a><\/div>\n<h4>\u201cInfluencer\u2019lar yeni bir \u015fey mi?\u201d<\/h4>\n<p>MediaCat edit\u00f6r\u00fc <strong>James Swift<\/strong>, influencer\u2019lar\u0131n \u00fcnl\u00fclerden temelde farkl\u0131 olup olmad\u0131\u011f\u0131 sorusunu ele ald\u0131. Swift, influencer pazarlamas\u0131na ili\u015fkin baz\u0131 ara\u015ft\u0131rmalarda uzun vadeli yat\u0131r\u0131m getirisinin (ROI \u2013 Return on Investment) y\u00fcksek g\u00f6r\u00fcnd\u00fc\u011f\u00fcn\u00fc ancak sonu\u00e7lar\u0131n vaka baz\u0131nda ciddi de\u011fi\u015fkenlik g\u00f6sterdi\u011fini hat\u0131rlatt\u0131. Swift\u2019e g\u00f6re, y\u00fcksek b\u00fct\u00e7enin tek ba\u015f\u0131na ba\u015far\u0131 getirmedi\u011fi; do\u011fru isim ve do\u011fru yarat\u0131c\u0131 fikrin belirleyici oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/p>\n<p>Swift ayr\u0131ca s\u0131k kullan\u0131lan \u201cotantiklik\u201d (authenticity) kavram\u0131na ele\u015ftirel yakla\u015ft\u0131 ve marka i\u015f birliklerinde daha \u00f6l\u00e7\u00fclebilir \u00e7er\u00e7evelere ihtiya\u00e7 oldu\u011funu savundu. Sunumda \u201cuzmanl\u0131k\u201d ve \u201cg\u00fcvenilirlik\u201d gibi unsurlar\u0131n, kitleyle kurulan ba\u011f\u0131n anla\u015f\u0131lmas\u0131nda daha i\u015flevsel olabilece\u011fi g\u00f6r\u00fc\u015f\u00fc \u00f6ne \u00e7\u0131kt\u0131.<\/p>\n<h4>Dentsu X ve Meta\u2019dan \u201cYarat\u0131c\u0131 Kataliz\u00f6r\u201d yakla\u015f\u0131m\u0131<\/h4>\n<p>Jimmy Diamond ile Barry Christie, markalar\u0131n i\u00e7erik \u00fcreticileriyle daha sistematik \u00e7al\u0131\u015fabilmesi i\u00e7in geli\u015ftirdikleri \u201cYarat\u0131c\u0131 Kataliz\u00f6r\u201d (Creator Catalyst) yakla\u015f\u0131m\u0131n\u0131 payla\u015ft\u0131. \u0130kilinin aktard\u0131\u011f\u0131na g\u00f6re i\u00e7erik \u00fcreticisi ekosistemindeki ba\u015fl\u0131ca gerilim alanlar\u0131 \u00fc\u00e7 ba\u015fl\u0131kta toplan\u0131yor:<\/p>\n<ul>\n<li><strong>\u0130\u00e7erik \u00fcreticisi se\u00e7imi (Casting):<\/strong> Do\u011fru \u00fcreticiyi bulma ve uygun \u00fcretici karmas\u0131n\u0131 olu\u015fturma<\/li>\n<li><strong>K\u00fclt\u00fcr (Culture):<\/strong> Markan\u0131n k\u00fclt\u00fcrle ili\u015fkisini \u00fcreticiler \u00fczerinden kurgulama<\/li>\n<li><strong>Ticaret (Commerce):<\/strong> \u00c7al\u0131\u015fmalar\u0131n de\u011ferini kan\u0131tlama ve i\u015f sonu\u00e7lar\u0131na ba\u011flama<\/li>\n<\/ul>\n<p>Konu\u015fmada ayr\u0131ca e\u011filimleri (trend) analiz ederek i\u00e7erik \u00fcreticisi ke\u015ffini kolayla\u015ft\u0131rmay\u0131 ama\u00e7layan \u201cYarat\u0131c\u0131 E\u011filim St\u00fcdyosu\u201d (Creator In-Trend Studio) adl\u0131 ara\u00e7tan da s\u00f6z edildi. Markalar\u0131n, yarat\u0131c\u0131 \u00f6zg\u00fcrl\u00fck ile marka hedefleri aras\u0131nda denge kurmas\u0131n\u0131n kritik oldu\u011fu vurguland\u0131.<\/p>\n<h4>Baileys\u2019in \u201cTreat Squad&nbsp;\u201d modeli<\/h4>\n<p><strong>Hazan Ayd\u0131n Ye\u015filova<\/strong>, Baileys\u2019in i\u00e7erik \u00fcreticileriyle i\u015f birliklerini tek seferlik kampanyalardan daha uzun vadeli bir yap\u0131ya ta\u015f\u0131yan Treat Squad&nbsp; modelini anlatt\u0131. Ye\u015filova, markan\u0131n makers, bakers, shakers toplulu\u011funu merkeze ald\u0131\u011f\u0131n\u0131; se\u00e7ilen i\u00e7erik \u00fcreticileriyle marka tan\u0131t\u0131m ve bilgilendirme oturumlar\u0131 (brand immersion sessions) ger\u00e7ekle\u015ftirildi\u011fini belirtti.<\/p>\n<div id=\"attachment_36589\" style=\"width: 1162px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-36589\" class=\"wp-image-36589 size-full\" src=\"https:\/\/by-tv.co.uk\/wp-content\/uploads\/2026\/02\/image.jpg\" alt=\"\" width=\"1152\" height=\"896\" title=\"\"><p id=\"caption-attachment-36589\" class=\"wp-caption-text\">MediaCat UK Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 Nazl\u0131 Selin \u00d6zkan ve Baileys\u2019ten sorumlu Diageo y\u00f6neticisi Hazan Ayd\u0131n Ye\u015filova<\/p><\/div>\n<p>Ye\u015filova, i\u00e7erik \u00fcreticisi i\u00e7eriklerinin yaln\u0131zca organik eri\u015fim amac\u0131yla de\u011fil, pazarlama hunisinin t\u00fcm a\u015famalar\u0131nda (full funnel) etki yaratacak \u015fekilde medya karmas\u0131na entegre edildi\u011fini ifade etti.<\/p>\n<h4>Ger\u00e7ek d\u00fcnya etkisi ve premium medya<\/h4>\n<p><strong>Sam Berry<\/strong>, dijital i\u00e7erik yo\u011funlu\u011fu i\u00e7inde dikkatin giderek zorla\u015ft\u0131\u011f\u0131n\u0131; bu nedenle ger\u00e7ek d\u00fcnyada ger\u00e7ekle\u015ftirilen fiziksel \u00e7al\u0131\u015fmalar\u0131n yeniden \u00f6nem kazand\u0131\u011f\u0131n\u0131 s\u00f6yledi. Elle yap\u0131lan duvar resmi (mural) \u00e7al\u0131\u015fmalar\u0131n\u0131n \u201catlat\u0131lamayan\u201d bir mecra oldu\u011funu ve g\u00f6r\u00fcn\u00fcr eme\u011fin g\u00fcven olu\u015fturdu\u011funu vurgulad\u0131.<\/p>\n<p>MediaCat edit\u00f6rleri <strong>India Stronach<\/strong> ve <strong>Elliot Wright<\/strong> ise \u00fcst segment medya (premium media) ortamlar\u0131n\u0131n d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc ele ald\u0131. Reklam engelleyiciler (ad blockers), abonelikli platformlar ve i\u00e7erik ba\u011flam\u0131n\u0131n, varl\u0131kl\u0131 kitlelere eri\u015fimde belirleyici unsurlar haline geldi\u011fi ifade edildi.<\/p>\n<p>Etkinlikte yap\u0131lan de\u011ferlendirmelere g\u00f6re, i\u00e7erik \u00fcreticileriyle kurulan i\u015f birlikleri art\u0131k yaln\u0131zca eri\u015fim de\u011fil; marka stratejisinin ve ticari performans\u0131n temel bile\u015fenlerinden biri olarak konumlan\u0131yor.<\/p>\n<div id=\"briti-2235708714\" class=\"briti-icerikten-sonra_2\" style=\"margin-top: 25px;margin-bottom: 25px;\"><a href=\"https:\/\/wa.me\/message\/NDZLLIOQT4H3O1\" aria-label=\"bytv reklam banner\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/by-tv.co.uk\/wp-content\/uploads\/2025\/12\/bytv-reklam-banner.jpg\" alt=\"\"  width=\"2376\" height=\"1008\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p>Influencer\u2019lar\u0131n (influencer) ve i\u00e7erik \u00fcreticilerinin (creator) markalar a\u00e7\u0131s\u0131ndan de\u011fi\u015fen rol\u00fc, Londra\u2019da d\u00fczenlenen MediaCat Live etkinli\u011finde masaya yat\u0131r\u0131ld\u0131. Sekt\u00f6r temsilcileri, \u00f6zellikle son d\u00f6nemde i\u00e7erik \u00fcreticisi ekonomisinin (creator economy) \u00f6l\u00e7eklenebilirli\u011fi, marka kontrol\u00fc ile yarat\u0131c\u0131 \u00f6zg\u00fcrl\u00fck aras\u0131ndaki denge ve influencer\u2019lar\u0131n ger\u00e7ekten \u201cyeni\u201d bir mecra olup olmad\u0131\u011f\u0131 sorular\u0131 \u00fczerine de\u011ferlendirmelerde bulundu. DentsuX\u2019in ev sahipli\u011finde ger\u00e7ekle\u015fen etkinlikte, influencer pazarlamas\u0131n\u0131n (influencer marketing) yaln\u0131zca eri\u015fim de\u011fil; k\u00fclt\u00fcr \u00fcretimi, ticari d\u00f6n\u00fc\u015f\u00fcm ve medya planlamas\u0131n\u0131n merkezine yerle\u015fti\u011fi vurguland\u0131. Konu\u015fmalarda, algoritma temelli platformlar\u0131n y\u00fckseli\u015fiyle birlikte markalar\u0131n i\u00e7erik \u00fcreticileriyle i\u015f birliklerini daha sistematik ve \u00f6l\u00e7\u00fclebilir bir \u00e7er\u00e7evede ele almaya ba\u015flad\u0131\u011f\u0131 ifade edildi. Etkinlikte, MediaCat UK Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 Nazl\u0131 Selin \u00d6zkan&#8217;\u0131n [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":36588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[5269,1,15],"tags":[],"class_list":["post-36587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-birlesik-krallik","category-genel","category-ingiltere"],"_links":{"self":[{"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/posts\/36587","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/comments?post=36587"}],"version-history":[{"count":4,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/posts\/36587\/revisions"}],"predecessor-version":[{"id":36594,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/posts\/36587\/revisions\/36594"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/media\/36588"}],"wp:attachment":[{"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/media?parent=36587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/categories?post=36587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/by-tv.co.uk\/en\/wp-json\/wp\/v2\/tags?post=36587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}