數位電視互動廣告發展現況、趨勢與應用策略：以英國、美國個案為例

DTv Interactive Advertising Development, Trend and Application Strategy: A Case Study of UK and US

陳思齊(CHEN, SIH CI)

指導教授 ： 陳偉如

元智大學/資訊學院/資訊傳播學系/碩士(2005年)

摘要

隨著越來越多人採用數位電視，可以預見數位電視將取代傳統類比電視成為未來最具影響力的媒體，新型態的電視互動廣告將帶給觀眾全新的感受，改善傳統電視廣告效果不彰的問題，提高廣告主的投資報酬率。英美數位電視產業發展迅速，其電視互動廣告腳步亦居領先地位，本文從策略的角度切入，以個案研究方式分析英美兩國個案如何應用數位電視的互動特性發展互動廣告，並輔以專家學者訪談方式進一步確認本文初步擬構之數位電視互動廣告應用策略是否完善，是否能提供廣告人員有用的參考價值，同時指出我國推展數位電視互動廣告之建議。研究發現如下：英國數位電視互動廣告以DAL、Mini-DAL、Impulse Response及Microsite 4種格式為代表，其應用策略可歸納為「以互動廣告做為廣告影片的補充或延伸」、「以互動廣告做為獨立的銷售平台」、「以互動廣告提供直接、立即的回應途徑」、「以互動廣告做為強化品牌溝通的工具」及「以互動廣告做為意見調查的工具」5大取向。美國數位電視互動廣告以Walled Garden、VOD、IPG 3種應用型態為代表，其應用策略可歸納為「以互動廣告做為置入行銷的工具」、「以互動廣告做為蒐集消費者資料的工具」、「以互動廣告做為精準行銷的工具」、「以互動廣告做為品牌建立與強化的工具」、「以互動廣告做為擴大接觸消費者的工具」5大取向。架構在衛星電視平台上的英國應用模式保留了傳統廣告時段概念，兼顧觀眾收視的需求與動機，4種互動廣告格式可配合廣告主不同的廣告目的達成不同的任務。美國個案建構在有線電視寬頻網路之上，其特性是充裕的隨選互動能力，美國個案所顯示的應用策略是偏向網頁式的設計概念，因此可點選的廣告banner和具體而微的廣告網站是目前美國互動電視廣告最明顯的特徵。綜合本文觀察與分析結果以及訪談產、學專家之看法，本研究提出以下幾點建議供我國相關業者及廣告人員參考：1.本文認為英國發展經驗頗值得效法，推展初期以漸進方式導入互動廣告能提高觀眾接受度；2.因應電視朝向互動化的轉變，各界應凝聚共識建立合理的新遊戲規則，尤其是廣告效果衡量與廣告計價問題；3.廣告研究人員此刻應開始主動、積極注意數位電視互動廣告的未來發展，思考電視廣告互動化可能帶來的衝擊；4.廣告代理商可主動尋求電視台合作，著手試行、開發電視互動廣告，從實際執行中培養營運管理人才並累積經驗；5.持續觀察英美等先進國家數位電視互動廣告發展動向，從不斷更新、改善的過程中擷取經驗。

關鍵字

數位電視 ； 互動電視 ； 互動廣告 ； 應用策略 ； 廣告策略

並列摘要

As more popular DTv being adapted to mass, it is clearly that regular Tv can be more quickly replaced by DTv. DTv is no doubt the most effective media in near future. By whole new interactive form, Tv IAd can create experience in brain-new to audiences; it also can improve traditional Tv Ads’ weakness of effects and raise advertisers’ ROI in Tv media. The UK and the US DTv developments are in leading position worldwide, in this article, we try to analyze 6 cases from the UK and 3 cases from the US. We use the viewpoint of strategy to understand how they applying IAds on DTv. We interviewed 5 experts in DTv and/or IAd fields to recognize if the proposed Application Strategies as an useful framework to ad agencies. Besides, these experts also indicated some useful advice to entries who are going to enter Tv IAd field in Taiwan. Findings in this research are: the 4 IAds formats DAL, Mini-DAL, Impulse Response and Microsite are on behalf of the UK DTv IAds, their Application Strategies can generalize about 5: ‘IAd as a extension/supplement part to commercial’, ‘IAd as a individual sales platform’, ‘IAd as a direct and rapid response tool’, ‘IAd as a branding tool’, and ‘IAd as a consumers’ opinions capture tool’. The US cases present 3 DTv IAd types: Walled Garden, VOD, and IPG. Their application strategies can generalize about 5: ‘IAd as a product placement tool’, ‘IAd as a consumers data capture tool’, ‘IAd as a target marketing tool’, ‘IAd as a branding enhancement tool’, and ‘IAd as a reach-maximized tool’. Building upon satellite Tv, the UK application model keeps the concept of ad time slot, it also considers audiences’ Tv-watching needs and motives. The UK 4 IAd formats can satisfy advertisers’ various purposes and reach each goal. The US cases are building upon broadband network of cable Tv, plenty of on-demand ability is the feature of the US ITv environment. The US DTv IAd application strategies by cases reflect trend toward web-based designing concept, clickable banner ads and interactive campaign sites are the most obvious characteristics of the US DTv IAd cases. Combining cases study results with experts interview results, we proposed some advice to ad researchers and proprietors as below: 1. The UK DTv IAd application strategies are worth following, the gradual application method can raise audiences will to join the interactive campaign. 2. To face the on-going change toward interaction, all players related with Tv ads should build new ad rules together, especially issues about measuring of ad effects and ad prizing. 3. Ad researchers should pay more attention to DTv IAd’s development trend, consider the potential impacts come after Tv ads’ changes. 4. We recommend ad agencies to seek cooperation opportunities actively with Tv stations, accumulate experiences by test and develop DTv IAds, train up operating and managing talent. 5. Continue to observe the UK, US and other advanced nations’ DTv IAd development trend.

並列關鍵字

DTv ； ITv ； IAd ； Application Strategy ； Advertising Strategy

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