Jan 15, 2026 0 reads

Rethinking Digital Advertising Through Neuromarketing

Neuromarketing is reshaping the future of digital advertising by revealing how the human brain makes decisions, which moments in an ad trigger emotional responses, and which messages are more likely to be remembered. This approach enables brands not only to be seen, but to create lasting imprints in the consumer’s mind.What Is Neuromarketing and How Is It Applied to Digital Advertising?Neuromarketing combines marketing and neuroscience to uncover the subconscious decision-making processes behind consumer behavior. Tools such as EEG (brainwave measurement), fMRI (functional MRI), eye-tracking, facial coding, and GSR (galvanic skin response) record real reactions people give to advertising. This means that an ad’s impact is not evaluated through subjective statements like “I liked it,” but through direct neurological activity.In digital advertising, neuromarketing data can guide every stage from creative development to media planning. For example, EEG helps identify which seconds in a video hold the highest attention; eye-tracking shows where users look on a webpage. These insights reveal which visuals, colors, or message tones capture attention. As a result, budgets are directed not only toward visibility—but toward actual impact.The Role of Brain Data in Understanding Consumer BehaviorTraditional marketing research relies on surveys and focus groups, yet people often struggle to verbalize their true feelings. Neuromarketing fills this gap by examining decision-making at a neurophysiological level. The brain’s emotional center—the limbic system—affects nearly 80% of purchase decisions. Even rational-looking ads ultimately succeed based on the emotional response they generate.Studies show that emotionally resonant ads increase brand recall by an average of 23%. Brain data clearly identifies the exact moment when that emotional response occurs. For example, a reassuring facial expression or a calm soundtrack can trigger positive neural activation. With this insight, brands can design campaigns that don’t just “inform,” but truly make people feel something.Neuromarketing for Better Targeting and PersonalizationCampaign success today depends not only on reaching the right user but triggering the right emotional connection. Neuromarketing elevates targeting by enabling personalized emotional experiences. EEG and eye-tracking analyses can uncover which content types draw deeper focus, which color palettes attract attention, and which message tones establish trust.Even remarketing content—often repetitive—can be re-optimized using neuro-insights. If a user added a product to their cart but didn’t purchase, the system can deliver messages tailored to that user’s past emotional responses rather than generic reminders. This ushers in the era of neuro-targeting—moving beyond simple personalization toward emotional personalization.Testing User Experience (UX) Through Neuro DataUser experience has become as critical as advertising itself. However, traditional analytics cannot fully reveal where users get bored or stressed on a website. Neuromarketing fills this gap. Through eye-tracking and GSR sensors, users’ attention levels and emotional responses are recorded in real time as they navigate.These insights help identify which sections fail to attract attention, which visuals evoke trust, and which colors drive purchase intent. For instance, a clean white background may keep users on a page longer according to eye-tracking patterns. UX decisions thus shift from guesswork to neurological evidence—reducing bounce rate, increasing dwell time, and ultimately improving conversions.Brain-Based Optimization to Enhance Ad PerformanceDigital ad effectiveness is no longer measured solely by reach, but by the cognitive impact created in the viewer’s mind. EEG and fMRI analyses reveal which seconds activate the brain’s attention center (the prefrontal cortex), and which moments intensify emotions. These findings guide creative teams in identifying the most powerful scenes.For example, if attention drops during a music change or logo appearance, those moments can be redesigned. This approach can increase campaign ROI by 20–25% on average. Budgets are therefore optimized not by impressions alone, but by neurological impact.Planning Awareness Investments That Support Performance ChannelsNeuromarketing shows that performance-driven campaigns should contribute not only to short-term conversions but long-term brand awareness. High-attention and high-emotion awareness campaigns increase organic search volume and brand traffic in later periods.For instance, if a video ad instills a sense of trust, that emotional imprint influences future search behavior. Weeks later, when a user searches for a product, the brand they “felt connected to” subconsciously becomes the preferred choice. Awareness is therefore not merely visibility—it is a strategy for creating emotional memory traces.A Data-Driven and Ethical Neuromarketing ApproachDespite its power, neuromarketing carries ethical responsibilities. Data privacy, informed consent, and transparency are essential principles. Working with brain data can give brands a competitive edge, but maintaining user trust is far more valuable in the long term.Ethical neuromarketing ensures not only effectiveness, but fairness. Brands that protect user data and communicate transparently build not just sales—but trust. This strengthens the long-term role of neuromarketing in sustainable brand strategy.Neuromarketing: The New Era of Digital AdvertisingNeuromarketing allows brands to measure not only the visual impact of advertising but the emotional and cognitive layers as well. Strategies based on neuroscientific insights produce stronger outcomes in both performance and awareness. Today, brands no longer merely reach audiences; they embed themselves in their minds.In the future, neuromarketing will merge with personalization, AI, and big data to create even more precise targeting models—ushering in a new era where brands connect with consumers not through logic, but through emotion.Frequently Asked Questions1. Is neuromarketing only suitable for big brands?No. Brands of all sizes can benefit from neuro insights for creative optimization, UX testing, and measuring advertising effectiveness.2. Is neuromarketing ethical?Yes. As long as user consent, data transparency, and privacy are respected, neuromarketing is an ethical research method. The goal is not mind control, but understanding consumer reactions more accurately.3. Does neuromarketing really improve ad performance?Research shows that campaigns optimized with neuro data can achieve up to 20–25% ROI increase, higher recall, and stronger attention scores.

Nov 26, 2025 0 reads

Holistic Campaign Management with DV360: Maximum Efficiency in Digital Advertising

DV360 is one of the industry's most advanced Demand Side Platforms (DSP), allowing advertisers to manage their digital media investments under a single roof, integrating all channels from YouTube to Display, Video, and Audio networks. In this article, we will examine in depth how to eliminate the media waste caused by fragmented campaign management, how savings obtained through cross-channel frequency management are converted into new reach (Reach Uplift), and the mathematical impact of a holistic media mix on brand growth.DV360 is one of the most powerful technologies known in the industry as a Demand Side Platform (DSP), enabling advertisers to manage all media buying processes from a single center. Thanks to this platform, walls between different channels such as YouTube, Display, Video, CTV, and Audio are removed, media waste is prevented, and efficiency is maximized. DV360, which eliminates the frequency chaos caused by scattered campaign management, guarantees that your budget reaches the right target audience with the right frequency.Programmatic Holistic Campaign Setup and Channel OverlapThe most common source of inefficiency in digital advertising is campaign structures where channels operate unaware of each other. In traditional methods, a brand creates separate Line Items for YouTube, Display, and Non-YouTube Video inventories and sets a limit of, for example, "3 frequency per day" (Frequency Cap) for each. Mathematically speaking, when a user sees your ad 3 times on YouTube and 3 times on the Display network, they are actually exposed to 6 impressions—double the intended frequency. This situation creates a Channel Overlap problem. DV360 Holistic Campaign Management solves this problem at its root. The platform recognizes the user as a single digital identity (User ID) and tracks the total number of impressions regardless of which channel they are browsing. If a "3 per day" frequency is determined across the campaign and the user sees the ad 2 times on YouTube in the morning, they will be shown the ad only 1 more time on Display or CTV (Connected TV) inventories for the rest of the day. This approach prevents the excessive ad load (Ad Fatigue) users are exposed to while switching between platforms and ensures adherence to the brand's communication strategy.This technical superiority provided by the holistic approach not only improves the user experience but also optimizes the distribution of the campaign budget. The fundamental goal in Programmatic buying is to reach the right person at the right time; however, reaching the same person more than necessary is a technical error. Since DV360 gathers all inventories in a single pool, it instantly analyzes the advertising journey of a user switching between YouTube and Rich Media banners. When the system detects that a user has filled their quota on one channel, it stops the bidding process for that user on other channels. In this way, duplicate reach, which is inevitable when using different DSPs or different campaign setups under normal conditions, is prevented. Consequently, brands reach their target audiences at the frequency they determine, while using their budgets to reach potential customers who have not yet seen the message, rather than appearing to the same person repeatedly.DV360 Cross-Channel Frequency Management and Preventing Media Waste (Media Waste, Savings Reinvested)Efficient use of advertising budgets depends as much on the discipline of "Frequency Management" as it does on "Viewability." Delivering more impressions than necessary is a situation called Media Waste in the industry, which directly lowers ROI (Return on Investment). Users seeing an ad above the optimum level does not increase conversion rates and can damage brand perception. The Holistic Campaign Frequency feature on DV360 prevents this waste through rules that can be defined at the Campaign, Insertion Order, or Line Item level. In campaigns managed within a holistic structure, the system instantly negatives users (based on cookie or device ID) who reach the frequency limit you determined. This is a millisecond decision mechanism that is impossible to execute via manual optimization.To measure the financial equivalent of this process, the Savings Reinvested from Frequency Cap metric found in DV360 panels is of critical importance. This metric represents the monetary value of unnecessary ads that were "not shown" thanks to the frequency limit. To illustrate; if DV360's frequency management did not exist, the budget you would spend to reach 1 million users could be 30% higher due to duplicate impressions. However, the system protects this budget by preventing those unnecessary 4th, 5th, and 6th impressions. More importantly, DV360 uses this saving not as "pocketed money" but as an opportunity for Incremental Reach. That is, the budget not spent on people who have already seen the ad is automatically used to bid for new users who have not yet seen the ad. In this way, the number of unique users reached with the same media budget (Unique Reach) increases significantly.The Reach Uplift Effect of Holistic ManagementThe clearest proof of efficiency in programmatic advertising is the ability to reach more unique individuals with the same budget; this concept is called Reach Uplift in the industry. In holistic campaigns structured via DV360, budget savings obtained from unnecessary impressions caught by the frequency limit are automatically directed by the system to new users in the pool. This process is not a passive saving, but an active growth strategy. In traditional campaign management, a significant portion of your budget is spent to "oversaturate" the same user group, whereas in a holistic structure, these resources are used for "new user acquisition." Mathematically speaking; every $1 saved from frequency waste returns to you as the first contact with a potential customer you have never reached before.The importance of this effect is critical for brands looking to increase market share. Reach Uplift not only increases reach numbers but also drives down Cost Per Unique Reach values. Appearing to 5 different users 2 times each, instead of appearing to one user 10 times, expands brand awareness horizontally. If the number of impressions remains constant in your campaign while the number of unique people reached (Unique Reach) increases, the Reach Uplift effect has kicked in. This is the most valuable success indicator showing that your media buying strategy is not just spending, but "expanding" the budget in the most efficient way.How to Measure and Analyze Reach Uplift?To prove the success of the Reach Uplift effect, one must look at the correct measurement metrics. Unique Reach reports located in DV360 reporting screens form the basis of this analysis. At the end of a process managed with a holistic campaign, "Incremental Reach" data clearly reveals the number of additional users gained thanks to frequency management. When measuring, the difference between the campaign's total reach and the potential reach on a channel basis (Deduplicated Reach) should be analyzed. If the positive difference between the total unique reach you would have obtained if you managed YouTube and Display campaigns separately, versus the total unique reach when managed unified under DV360, is your Reach Uplift success.Frequently Asked Questions (FAQ)What is the Difference Between DV360 Cross-Channel Frequency (Frequency Cap) and Channel-Based Frequency?Channel-based frequency restricts the user within each platform (YouTube, Display, Video, etc.) individually; in this case, the user can reach the limit on each platform separately, seeing a very high total number of ads. DV360 Cross-Channel Frequency, on the other hand, is based on the user's unique identity independent of platforms and ensures compliance with the limit determined across the total of all channels. This method prevents media waste and increases budget efficiency.Does Holistic Campaign Management Save Budget?Yes, absolutely. By preventing unnecessary and duplicate impressions termed as Media Waste, your budget is not wasted. This saving, which can be tracked with the "Savings Reinvested" metric on DV360, is automatically used by the system to reach new and unique users (Incremental Reach). Meaning, you reach more people with the same budget.Why is "Media Mix" Important in Programmatic Advertising?Users do not spend time on a single platform during the day; they read news, watch videos, and browse social media. Media Mix is the strategy that ensures the brand is present at all these touchpoints. A holistic media mix managed with DV360 maximizes interaction rates by catching the user not just with a single format, but with the most appropriate format (Video, Banner, or Native) at the right moment.

Sep 2, 2025 0 reads

Back-to-School Targeted Marketing Strategies in E-Commerce

Back-to-school campaigns in e-commerce aim to increase conversion rates by analyzing user behavior and applying the right strategies. Methods like retargeting and dayparting provide visibility at the right time and on the right channel. Especially with the rise of mobile shopping during this period, being visible in categories like stationery shopping significantly supports sales.The Benefits of Targeted Marketing Strategies in E-Commerce for Back to SchoolTargeted marketing strategies for back-to-school deliver the right products to the right audience, increasing sales and strengthening customer loyalty. Here are some of the benefits:Audience segmentation allows personalized offers for the right users.Dayparting ensures visibility during the most effective hours.Increases conversion rates and boosts campaign efficiency.Know Your AudienceThe foundation of a successful marketing strategy lies in deeply understanding your audience. Demographics such as age, gender, and income level, as well as interests and shopping habits, determine the effectiveness of ad campaigns. Research shows that accurate demographic analysis can improve ad performance by up to 60%.Additionally, knowing what type of content your audience engages with helps you build personalized campaigns. For example, 70% of mobile shopping happens in the evening, which offers an opportunity to optimize campaign timing for seasonal categories like e-commerce and stationery. This way, you can deliver your message to the right audience at the right time.Reach Your Audience on the Right ChannelsChoosing the platforms where your audience spends time is critical for campaign success. Social media, search engines, email marketing, and mobile apps are the top areas where users are most active. In Turkey, 85% of internet users are active on social media, which significantly boosts conversion rates.Ad placement and format also impact performance. For example, younger audiences show higher engagement on Instagram Reels and TikTok videos, while professionals are more likely to click on banner ads. Choosing the right platform and format in e-commerce campaigns enhances both visibility and engagement.Quick Channel Guide:Search: Reaches users with high purchase intent.Social (Reels/TikTok): Boosts engagement and brand awareness among younger audiences.Email: Strong channel for loyal customer promotions and discount announcements.Push/SMS: Ideal for instant reminders and quick conversions.Affiliate: Adds traffic and sales through blogs, review sites, and coupon platforms.Marketplaces: Helps reach a broader audience searching for a wide product range while increasing visibility amid competition.Use Targeting Tools EffectivelyTargeting is no longer limited to demographics. Personalized campaigns can be created through user behaviors, social media interactions, and browsing patterns. Key data sources include:First-Party Data: Information collected directly from users on your site — the most reliable source.Third-Party Data: Interest-based segments and lookalike audiences from external platforms — useful for reaching potential customers unfamiliar with your brand.With accurate targeting, campaign reach can expand by up to 70%. For example, a stationery brand can analyze web browsing and social media behavior of student audiences to increase conversion rates. Additionally, leveraging data from other platforms where students are active helps expand reach and strengthen brand visibility.Engage at the Right TimeTiming is a critical element of digital marketing. Users are active at different hours: 70% of e-commerce shopping occurs in the evening, while B2B engagement peaks between 9:00–11:00 in the morning.Using dayparting, you can show ads during hours when users are most active. For example, school supply campaigns often perform better at midday and evening, while online education platforms benefit from morning activity. Proper timing can reduce cost-per-click by 20% and maximize ad budget efficiency.Drive Traffic and Boost SalesAttracting users to your website is not enough; you must also guide them to purchase. A fast-loading, mobile-friendly website keeps 80% of users engaged for longer periods.Incentives such as discount coupons, free shipping, or seasonal bundles can increase conversion rates by up to 30%. Retargeting campaigns are effective for bringing back users who visited the site but didn’t complete a purchase. For instance, offering a 10% discount to a user who abandoned their cart can triple return rates. Personalized recommendations and pop-up notifications also encourage users to finalize purchases. Take Action!To maximize your back-to-school campaigns, analyze your audience, choose the right platforms, and use personalized content to attract users to your site. Review your strategy today to use your ad budget more efficiently and increase sales!Frequently Asked Questions (FAQ)Which data should be prioritized when conducting audience analysis?Start with demographic data (age, gender, income), then analyze interests and shopping habits. These insights ensure your campaign messages reach the right people.How should timing strategy be determined?Timing should be based on analyzing when users are most active. Reports from Google Analytics or ad platforms reveal the hours with higher engagement. Optimizing ad schedules based on this data can significantly improve conversion rates.

Oct 17, 2022 664 reads

6 Reasons to Buy Media in November - AnalyticaHouse

Everyone knows that the November sales events, which even consumers who have never shopped online know well, hold special importance for both e-commerce brands and consumers. The Black Friday phenomenon, which began years ago in the U.S. and quickly took hold in our country as well, has extended beyond its original date (the last Friday of November). Seeing the potential of this period, brands with "bright" ideas have spread it before and after that date with various special days (11.11, Cyber Monday, etc.), turning the entire month of November into a month of deals in e-commerce. In just a couple of years, the term “Black Friday” has evolved into “Black November.” As you know, digital media channels outside the main performance marketing channels (Google, Meta, etc.)—such as Onedio, Ekşi Sözlük, Kızlar Soruyor, Admatic, Medyanet, Sahibinden.com, etc.—do not operate on a retargeting logic, and are therefore usually positioned in the user funnel for new user acquisition. Considering that new users on e-commerce sites typically make a purchase on their 7th–8th visit, expecting first-time visitors from these channels to complete a purchase in their first session (last click non-direct transaction) is not very realistic. In this article, we wanted to address the missed opportunities that arise when, looking at digital marketing activities as a whole, we focus too much on concrete metrics like ROAS and their primary inputs (search, retargeting, affiliate campaigns, etc.), while sidelining less directly measurable inputs like brand visibility and awareness. 1. Volume Problems in Performance Advertising In November, e-commerce brands of every scale are incentivized to run eye-catching promotions. Especially marketplace-based e-commerce brands (Trendyol, Hepsiburada, etc.) increase both their brand and performance marketing budgets to reach more people or drive existing users to shop. During this period, advertising slots on digital media channels see high demand due to the huge budgets of e-commerce giants. On the other hand, these channels prioritize selling inventory directly to brands that can purchase it outright; any unsold inventory is made available via Real Time Bidding (RTB) to Google and programmatic buying platforms. Therefore, brands relying solely on Google or programmatic display buys in peak season get stuck with lower-impact inventory. And because demand is high there too, they end up paying higher CPM or CPC to remain competitive in RTB auctions. 2. The Need for Extra Reach and Gain from Share of Voice As in traditional retail, clearance events in e-commerce make sense only if you bring in new customers. The discount model works by sacrificing margin to drive volume and maximize total profit. Therefore, performance marketers’ top priority must be to reach new users outside their core base during promotional periods. Thus, opening reach- and new-user–oriented display campaigns on Google, Meta, and other RTB platforms is necessary—but in November, due to the reasons outlined, their impact alone will fall short. 3. Visibility Loss and Ad Blindness in Performance Ads As noted in point 1, the most visible slots get sold direct, leaving lower-impact RTB inventory. Further, performance campaigns optimize for clicks or conversions, sidelining the creative impact of the banner itself—and thus any awareness benefits. 4. Rising Unit Costs and the Need for Alternative Channels Some non-performance platforms charge on a CPC basis. While more cost-effective than performance channels in normal times, in November they lose that edge due to high RTB bids. Thus, non-performance platforms become part of a holistic performance plan—Engageya, Medyanet, Ciner, etc., all offer CPC models. 5. Turning Increased Demand and Purchase Motivation into Opportunity Consumers tend to postpone non-essential purchases until big sale events—and casual browsers are more inclined to buy under the influence of heavy promotion. This “buying mood” benefits both big and small brands alike. 6. Indirect Performance Gains from Higher Brand & Campaign Awareness Performance ads target users most likely to convert, but brand campaigns raise overall awareness, strengthening later organic and paid performance. Regular media investment boosts search volume on Google, which yields the most valuable and cost-effective traffic for e-commerce. Google’s RTB rewards ads with higher click-through rates (CTR) by lowering their CPC. By positioning media buys as brand investments in November, brands can boost CTR, reduce CPC, and achieve lasting efficiency gains. In short, brand marketing and media buying become even more essential and effective in November. We recommend that all digital brands treat marketing holistically—balancing performance metrics with the brand awareness and positioning gains achieved in consumers’ minds.

Sep 5, 2022 855 reads

Creating Personas and Funnels in Digital Media Planning

In digital marketing—and especially in e-commerce—identifying potential customers and reaching them at the right time, in the right place, is essential.In traditional marketing, the first step to identifying target customers is creating personas and developing individual strategies for each. However, this is not enough to get ahead of your competitors. The tools of digital marketing have introduced an unprecedented level of data and customer insight into the marketing world.This boundless sea of marketing data has made it necessary to create more nuanced personas and develop micro-level strategies tailored to these segments. Undoubtedly, in today’s marketing world, the leading brands are those that can interpret this data most effectively and turn their learnings into powerful strategies.The key to interpreting data and creating strategies lies in understanding the source of the data—in other words, identifying the users from whom the data is gathered. Comparing different customer groups using the same metrics is often the first and most critical mistake made.To put it simply: while strategy creation requires creativity, reading data requires numerical and analytical thinking. Identifying the customer, on the other hand, is a part of marketing that draws heavily from social sciences like psychology, philosophy, and sociology.1. First Step in Defining the Customer: Persona CreationAlthough there are various approaches today, the widely accepted method for persona creation in marketing is based on consumption motivation. Since personas are often associated with demographic details like age and gender, these are usually the first elements considered. But this is a mistake.Potential customers should first be segmented based on the motivations that drive them to purchase. Then, the demographic characteristics of these personas can be examined. In other words, demographics are not the cause—they are the result.Pro Tip: The personas you create may overlap or be interchangeable. For example, imagine you're managing an e-commerce platform that sells stationery products. A 30-year-old white-collar male with a university degree might purchase products for his company, buy colored pencils for his child to use at school, or make a personal purchase simply because he enjoys drawing.These three different purchasing motivations require three different strategies. Therefore, a defined demographic group can include multiple personas (overlap), and the same user can belong to different personas at the same time (interchangeability).2. Second Step in Defining the Customer: Funnel CreationThe persona definition provides a general and static profile of your target customer. However, your communication with the customer is constantly changing and evolving based on actions you take and macro variables. Within the same persona, you may have both potential customers who don’t know you and loyal customers who frequently purchase from you.Trying to reach consumers at different communication stages (brand awareness) with the same ad (message) or the same advertising channel will lower the efficiency you get from that persona. Therefore, you need to define communication stages with your customers on a persona-based level and structure it within a funnel (user funnel).Although standard funnel structures are often used in marketing, digital user funnels based on personas are more complex than basic steps like awareness, consideration, and engagement.Most importantly, when defining funnel steps, it’s more functional to name them based on the user’s current milestone rather than their place in the brand communication journey. Regardless of persona, every target customer will fall into one of the groups below:2.1. New User AcquisitionNote: Users in this funnel step do not include those who have already progressed to later stages. Users who recognize your brand and logo in the context of your industry. Users who know and are convinced of the unique features that distinguish your product/service from competitors. Users who are not actively searching but may enter the search phase when approached. Users who are actively searching for a product/service. Users who have visited your digital sales channel at least once during their active search. (Retargeting begins here and continues through subsequent steps.) Users who have engaged with your platform at above-average levels (e.g., membership, favorites list). Users who have completed at least one purchase (new customers). 2.2. Remarketing Previous customers who were satisfied with their last purchase. Former customers reminded of their positive past experience. Former customers not currently searching but may become active again when approached (by you or competitors). Former customers who might specifically choose you if they re-enter the purchase phase. Past customers who have recently visited your sales channel again during an active search. Customers who have made repeat purchases (loyal customers). 2.3. EngagementWhile engagement is typically defined as strengthening interaction and communication with users who have not yet made a purchase, it also includes efforts to maximize the lifetime value of existing loyal customers.Note: Remarketing and engagement efforts are carried out simultaneously for users who have completed at least one purchase. The main goal of engagement is not just repurchasing, but generating different customer values. Former customers who were satisfied with their last purchase. Customers who have shared positive experiences in digital or social settings. Customers who have decided never to choose another brand (lovemark). Further actions depend on your marketing team’s brand vision. In the media planning phase, applying the approach above with 100% precision may not always be feasible due to the limitations of ad platforms’ infrastructure and content-advertising models. Therefore, when choosing ad platforms, it’s best to evaluate their targeting and data capabilities and decide where your funnel steps can realistically be applied.