The Dilemma of Paid Promotion in Digital Advertising: A Case Study on the Futility of Consumer Efforts to Avoid It Through Subscriptions

Aytaç Burak Dereli

Makale detayları

The Dilemma of Paid Promotion in Digital Advertising: A Case Study on the Futility of Consumer Efforts to Avoid It Through Subscriptions

Yazarlar:

Aytaç Burak Dereli

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim Çalışmaları | Yeni Medya

Dergi:

Yeni Medya Issue 18, pp.415-442

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353871

pISSN:

2587-1285

Anahtar kelimeler:

Özet:

 This study aims to examine how content creators integrate paid advertising models into their content by bypassing subscription systems of digital platforms. A case study illustrates how paid advertisements are presented to users in digital advertising, how users turn to subscription models to avoid advertisements, and how these efforts fail. In this qualitative study, a case study design was used. It investigates how paid promotions are incorporated into subscription services that initially promise ad-free content and how these promotional contents are implemented by channels. Within the scope of the study, 27 contents published on three YouTube channels and 130 advertisements featured in these contents were analyzed. The data obtained were analyzed using the thematic analysis technique, which follows an inductive approach. A coding template was created by the researcher for thematic analysis. The main codes in the coding template include content type, advertisement category, industry, type of paid promotion, and type of advertisement. The study concludes that digital subscription systems do not fully fulfill their promise of providing an ad-free user experience for consumers and users and digital platforms continue their advertising activities through content creators.

 This study aims to examine how content creators integrate paid advertising models into their content by bypassing subscription systems of digital platforms. A case study illustrates how paid advertisements are presented to users in digital advertising, how users turn to subscription models to avoid advertisements, and how these efforts fail. In this qualitative study, a case study design was used. It investigates how paid promotions are incorporated into subscription services that initially promise ad-free content and how these promotional contents are implemented by channels. Within the scope of the study, 27 contents published on three YouTube channels and 130 advertisements featured in these contents were analyzed. The data obtained were analyzed using the thematic analysis technique, which follows an inductive approach. A coding template was created by the researcher for thematic analysis. The main codes in the coding template include content type, advertisement category, industry, type of paid promotion, and type of advertisement. The study concludes that digital subscription systems do not fully fulfill their promise of providing an ad-free user experience for consumers and users and digital platforms continue their advertising activities through content creators.

 This study aims to examine how content creators integrate paid advertising models into their content by bypassing subscription systems of digital platforms. A case study illustrates how paid advertisements are presented to users in digital advertising, how users turn to subscription models to avoid advertisements, and how these efforts fail. In this qualitative study, a case study design was used. It investigates how paid promotions are incorporated into subscription services that initially promise ad-free content and how these promotional contents are implemented by channels. Within the scope of the study, 27 contents published on three YouTube channels and 130 advertisements featured in these contents were analyzed. The data obtained were analyzed using the thematic analysis technique, which follows an inductive approach. A coding template was created by the researcher for thematic analysis. The main codes in the coding template include content type, advertisement category, industry, type of paid promotion, and type of advertisement. The study concludes that digital subscription systems do not fully fulfill their promise of providing an ad-free user experience for consumers and users and digital platforms continue their advertising activities through content creators.

 Bu çalışmanın amacı, içerik üreticilerinin dijital platformların abonelik sistemlerini aşarak ücretli reklam modellerini içeriklerine nasıl entegre ettiklerini incelemektir. Dijital reklamcılıkta ücretli tanıtımların kullanıcılara nasıl sunulduğu ve kullanıcıların reklamdan kaçınmak için abonelik modellerine yönelmeleri ve bu çabalarının başarısızlıkla sonuçlanması örnek olay incelemesi ile ortaya konulmaktadır. Nitel araştırma yöntemiyle gerçekleştirilen bu çalışmada durum çalışması örnek olay deseni tercih edilmiştir. Reklamsız içerik sunma vaadiyle yola çıkan abonelik hizmetlerinde ücretli tanıtımların yer alma biçimleri ve bu içeriklerin kanallar tarafından uygulanış biçimleri araştırılmaktadır. Çalışma kapsamında üç Youtube Kanalında yayınlanan 27 içerik ve bu içeriklerde yer alan 130 reklam incelemeye tabii tutulmuştur. Elde edilen veriler, tümevarımsal bir geleneğe sahip olan tematik analiz tekniği ile analiz edilmiştir. Tematik analiz için araştırmacı tarafından bir kodlama şablonu oluşturulmuştur. Kodlama şablonunda yer alan ana kodlar içerik türü, reklam kategorisi, sektör, ücretli tanıtım türü ve reklamın türünden oluşmaktadır. Çalışma sonucunda dijital abonelik sistemlerinin tüketicilere ve kullanıcılara reklamsız bir kullanıcı deneyimi sunma iddiasının tam anlamıyla gerçekleşmediğini ve dijital platformların içerik üreticiler aracılığıyla reklam faaliyetlerini sürdürmeye devam ettikleri ortaya çıkmıştır.

Makale detayları

The Dilemma of Paid Promotion in Digital Advertising: A Case Study on the Futility of Consumer Efforts to Avoid It Through Subscriptions

Yazarlar:

Aytaç Burak Dereli

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim Çalışmaları | Yeni Medya

Dergi:

Yeni Medya Issue 18, pp.415-442

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353871

pISSN:

2587-1285

Digital Advertising

Subscription

Paid Promotion

Content Marketing

Native Advertising.Dijital Reklamcılık

Abonelik

Ücretli Tanıtım

İçerik Pazarlaması

Doğal Reklam.

Sayı

Makale detayları

Yazarlar: Aytaç Burak Dereli

Yayıncı: Ankara Hacı Bayram Veli University

Ana Başlıklar: İletişim Çalışmaları | Yeni Medya

Dergi: Yeni Medya Issue 18, pp.415-442

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001353871

pISSN: 2587-1285

Sayı

Yazarlar:

Aytaç Burak Dereli

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim Çalışmaları | Yeni Medya

Dergi:

Yeni Medya Issue 18, pp.415-442

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353871

pISSN:

2587-1285