線上影音平台之廣告效果研究－以YouTube為例

在現今網際網路普及的時代，人們獲取資訊的管道更加多元，消費者的視聽習慣也逐漸被新的媒體平台改變。過去消費者以電視與廣播媒體獲取影音類資訊，但目前使用線上影音平台觀看影音之行為已越來越普遍，線上影音平台已成為企業投放廣告的重要平台之一。企業無不希望能藉由線上影音平台進行低成本、高報酬的精實廣告，但當前線上影音廣告效果的衡量指標過於單一，僅有線上影音平台所提供之瀏覽量數據可供參考；除了瀏覽數據之外，企業在選擇線上影音平台投放廣告時仍有許多考量，線上影音廣告的廣告效果應有更多可被衡量之指標。本研究以全球使用者人數眾多的YouTube線上影音平台為例，透過實驗法輔以問卷調查，加入廣告類型、廣告機制兩大影響因素探討線上影音廣告之廣告效果。以廣告態度、品牌態度及廣告記憶三大構念衡量廣告對消費者購買意圖之影響。研究結果發現，廣告態度與品牌態度對購買意圖有顯著的影響，而廣告記憶則是間接對購買意圖產生影響，不可跳過之形象廣告是最佳的廣告組合，線上影音廣告必須在短時間內吸引消費者注意，並使消費者沉浸於廣告中，才能有較佳的廣告效果。

關鍵字

線上影音廣告,廣告效果,網路行銷,YouTube,TrueView

並列摘要

With Internet delivery of video content surging to an unprecedented level, online video advertising is growing many times faster than TV, search, and most other digital ad markets. It brings many opportunities and challenges, so lead to many academics and practitioners who are concerned about. This study is a case of YouTube which is one of the most well-known and widely discussed sites of participatory media in the contemporary online environment. We explore advertisement type and mechanism two factors which affect advertising effectiveness on YouTube in experimental and questionnaire methods. This paper measuring advertising effectiveness with three constructs, including a) attitude towards the advertisement, b) attitude towards the brand and c) advertising recall. The results of the study indicates attitude towards the advertisement and brand significant influence the intention of purchase. The influence of advertising recalling is indirect. Image advertising with non-skippable is the best advertising set. We propose online video advertising must attract consumers in a short time, and make consumers flow into advertisement. It will bring a better effectiveness to online video advertising.

並列關鍵字

online video advertising,advertising effectiveness,online marketing,YouTube,TrueView

參考文獻

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Courbet, D., Fourquet-Courbet, M.-P., Kazan, R., & Intartaglia, J. (2014). The long-term effects of e-advertising: The influence of Internet pop-ups viewed at a low level of attention in implicit memory. Journal of Computer-Mediated Communication, 19(2), 274–293. http://doi.org/10.1111/jcc4.12035

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線上影音平台之廣告效果研究－以YouTube為例

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