臺灣博碩士論文加值系統

科技日新月異，傳播媒體的類型日趨多元、分眾化，直接接觸大眾媒體的廣告傳播也出現了新選擇。尤其在行動裝置及網際網路蓬勃發展後，廣告產業面對最大的挑戰就是隨著多媒體快速發展跨螢幕整合的匯流（convergence）時代。伴隨著智慧型裝置與4G寬頻服務的普及，消費者的媒體接觸習慣產生了結構性的轉變，也驅動著廣告主越來越重視數位媒體的投資。隨著數位時代的來臨，傳統的大眾已逐漸解體，取而代之的是分眾和小眾傳播。全方位的傳播需要傳統媒體和新媒體的整合達成綜效，整合也不只是媒體與媒體之間的連接，傳播媒介與內容之間必須緊密關聯，使得以大數據為利基，透過內容行銷與精準行銷為核心的原生廣告日趨蓬勃。原生廣告被視為最新且高效益的廣告形式之一，但現今國內廣告主對於原生廣告的認知與採用仍處於剛起步的階段，要使原生廣告產業環境發展成熟，必須從廣告主需求、消費者觀點及原生廣告服務供應商所提供的廣告策略進行多方探討。本研究經由探討個案，針對原生廣告的運作策略做進一步的深入分析研究，探討Yahoo!奇摩原生廣告策略如何制定，與實際執行原生廣告策略所面臨的挑戰與限制，最後探討國內原生廣告的發展與限制該如何突破與應變。

　　故本研究透過深度訪談的方法，取得Yahoo!奇摩公司、戰國策（Yahoo!奇摩經銷商公司）、Innity Taiwan（Yahoo!奇摩競爭對手公司）、cacaFly（Yahoo!奇摩競爭對手公司）內部原生廣告企劃創意人員與廣告業務執行人員對原生廣告之廣告目標、訊息策略、媒體策略的看法，並從這三個面向進行比較與分析，以利了解整個原生廣告策略操作與設定方法，歸納出原生廣告執行策略與未來發展的關鍵成功因素。

研究結果發現，在原生廣告的策略執行上，廣告的目的多半是訊息的露出並針對媒體情境置入高相關性廣告，與網頁內容做整合；同時運用網路科技與數據根據，精準的投放廣告給目標閱聽眾，達到最大的精準行銷效果。在廣告目標測量上，大部分還是以點擊率作為衡量標準。在訊息設計上，原生廣告融合在媒體環境中，在不干擾消費者的閱讀體驗下，同時提升了產品的品牌效益與附加價值，以有價值的內容建立與消費者之間的連結，以達成廣告主行銷效果與使用者經驗共贏的效果，另外，品牌資訊並非一定要露出品牌關鍵字，反之應該避免。在媒體策略上，強調融入媒體情境與消費者情境的重要性，考慮各媒體與載具的使用情境與調性風格，融入媒體環境中。根據廣告目的的不同，發展出不同媒體排期的廣告計劃。媒體預算上，點擊計費可以確實的知道消費者對於產品的注意與效果，故同樣的預算，使用原生廣告投放的對象更為精準，廣告效益更高，為更公平合理的計價方式。原生廣告沒有固定的投放版位，但與媒體情境做結合，跳出既往模式，讓消費者有更好的體驗下，提升品牌效益。

　　At the rapid changes in technology today, types of communications media have been becoming diversified and decentralized. Besides that, it seems that there is now a real alternative to advertising communication of the mass media. When mobile devices and the Internet flourish, the advertising industry is going to face the largest challenge that whole industry will step into the integrated convergence era of cross-media as multimedia develops fast. With the popularization of smart devices and 4G broadband service, the old way that how consumers contact media has been changed structurally, which propels the advertisers shift their investment to digital media increasingly. Currently, digital age is coming, which causes the traditional masses disintegrated gradually, being replaced by focus media and sub-communication. It is well known that if all-round communication needs to realize general effect, it must integrate both traditional media and new media. However, media integration is more than the connection between media. Communication media and contents must be related closely, finally making native advertising that centers on content marketing and precision marketing grow vigorously based on the big data. Generally, native advertising is regarded as one of the latest high-efficient advertising forms. Nonetheless, advertisers just begin to understand and utilize it initially in Taiwan. If the environment of native advertising industry is planned to become full-fledged, various topics shall be discussed, including advertisers' demand, consumers' viewpoints as well as the advertising strategies proposed by service suppliers of native advertising. This research discusses special case, and analyzes operation strategies for native advertising. Yahoo! is the case to learn how to formulate the native advertising strategies, study the challenges and limitation they face when native advertising strategies are executed. Finally, this research also discusses the development of Taiwan's native advertising, and gives the advice about how to break and response the limitation.

　　Therefore, this research deeply interviews creative planners and performer for native advertising from several companies, such as Yahoo!, NSS GROUP (Yahoo! Distributor ), Innity Taiwan (competitor of Yahoo!) and cacaFly (competitor of Yahoo!) for obtaining opinions about advertising goal, information strategies as well as media strategies. At the same time, this research tries to compare and analyze the contents mentioned above from three perspectives so as to understand the strategic operation and setting method of native advertising. Eventually, key success factors related to executive strategies and future development of native advertising will be concluded.

　　The result finds that in terms of the strategic operation of native advertising, advertising goal mostly plays a role in expressing information while implanting high correlation advertisement according to media situation, combining with the web-page content at last. In the meantime, it also analyzes the basic information to deliver advertisements to target audience accurately depending on the network technology and data. This method has maximized the effect of precision marketing. To speak of advertising goal measurements, most of them treat click rate as measuring standard. When it comes to information design, native advertising has blended in with the media environment so that it improves the brand benefit and added value for products without interfering consumers' reading experience. Furthermore, it also builds the relationship with consumers through valuable contents, aiming at achieving the win-win effects between advertisers' marketing effect and users' experience.Moreover, the brand keywords do not necessarily shown in brand information, whereas it should be avoided. Based on the media strategy, how important to integrate media and consumer situations shall be emphasized while the usage situation, tones and styles that are related to media and communication carriers all shall be considered to add into the media environment. Advertising programs for different media scheduling should be developed in accordance with dissimilar advertising goals.What's more, the way of cost per click can actually know the consumers' attention to product as well as the product effect in media budget, which is a more fair and reasonable pricing way, because the same budget enables the native advertising to be delivered with greater precision, receiving higher advertising effect. Although native advertising has no fixed running section, it will improve the brand benefit while providing a better experience environment for consumers if it breaks the previous mode through combining with the media situation.

第一章 緒論 ………………………………………………………… 1
第一節 研究背景與動機 …………………………………………… 1
第二節 研究目的 …………………………………………………… 6
第三節 研究流程 …………………………………………………… 7
第二章 文獻探討 …………………………………………………… 8
第一節 廣告的定義與發展 ………………………………………… 8
第二節 原生廣告 …………………………………………………… 16
第三節 廣告策略 …………………………………………………… 22
第四節 原生廣告相關行銷概念與方式 …………………………… 27
第五節 研究問題 …………………………………………………… 33
第三章 研究方法 …………………………………………………… 34
第一節 深度訪談 …………………………………………………… 34
第二節 研究對象 …………………………………………………… 37
第三節 訪談大綱 …………………………………………………… 39
第四章 研究結果與分析 …………………………………………… 41
第一節 廣告目的 …………………………………………………… 41
第二節 訊息策略 …………………………………………………… 48
第三節 媒體策略 …………………………………………………… 53
第五章 結論與建議 ………………………………………………… 58
第一節 研究結論 …………………………………………………… 58
第二節 研究限制與建議 …………………………………………… 63
參考書目……………………………………………………………………… 65
附錄…………………………………………………………………………… 69
 

圖目錄
圖 1 2001～2014年台灣五大媒體接觸率 ……………………………… 1
圖 2 本研究流程圖 ……………………………………………………… 7
圖 3 廣告的分類 ………………………………………………………… 10
圖 4 2003～2008年台灣五大媒體接觸率 ……………………………… 11
圖 5 2014總廣告量 ……………………………………………………… 13
圖 6 2011～2015台灣數位廣告成長率 ………………………………… 14
圖 7 紐約時報結合虛實整合原生廣告 ………………………………… 20
圖 8 Yahoo！奇摩圖文原生廣告………………………………………… 20
圖 9 墨迹天氣App ……………………………………………………… 21
圖10 Facebook Promoted Posts …………………………………………… 23
圖11 美國民眾如何看待贊助內容廣告 ………………………………… 26
圖12 媒體規劃過程 ……………………………………………………… 28

 

表目錄
表1 2014台灣總廣告量統計 ……………………………………………… 3
表2 美國社群媒體支出 …………………………………………………… 4
表3 本研究受訪人員 ……………………………………………………… 38
表4 受訪公司廣告目標比較 ……………………………………………… 46
表5 受訪公司訊息策略比較 ……………………………………………… 51
表6 受訪公司媒體策略比較 ……………………………………………… 57

中文書目

沈筱雯（譯）（2000）。《成功的廣告策略》。台北 : 小知堂。（原書Farbey, A. D. [1998]. How to produce successful advertising: A guide to strategy, planning and targeting, 2nd ed. London: Kogan Page.）
周金福、江惠玲（譯）（2000-2002）。《現代廣告學》。台北 : 麥格羅希爾。（原書 Arens, W. F. [1996]. Contemporary advertising, 6TH ed. Chicago, IL: Richard D. Irwin.）
岳心怡（譯）（2002）。《Attention!注意力行銷》。台北：商周。（原書Sacharin, K. [2000]. Attention! : How to interrupt, yell, whisper, and touch consumers. CA : John Wiley & Sons, Inc.）
林隆儀、羅文坤、鄭英傑（譯）（1990）。《廣告策略精論》。台北 : 淸華管科中心。（原書：Schultz, D. E., Tannenbaum, S. I. [1989]. Essetial of advertising strategy, 2nd ed. Lincolnwood, IL：NTC Business Books.）
李孟麗、徐村和（1999）。《廣告學 : 策略與管理》。台北 : 五南
柯汝貞（2012）。《行動廣告策略與其廣告效果之研究：以太古汽車為例》，中國
　　文化大學新聞學研究所碩士論文。
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　　的賺錢術》。台北：時報文化。（原書Stelzner, M. A. [2011]. Launch : How to
quickly propel your business beyond the competition. CA : John Wiley & Sons, Inc.）
陳尚永編（譯）（2010）。《廣告學》。台北 : 華泰。（原書Moriarty,S. E., Mitchell,
N., Wells, W. [2009]. Advertising : principles & practice, 8th ed. New Jersey : Prentice Hall.）
張芬芬（譯）（2005）。《質性硏究資料分析》。台北 : 雙葉書廊。（原書Miles, M. B., Huberman, A. M. [1994]. Qualitative data analysis : An expanded sourcebook, 2nd ed. CA: Sage.）
張維仁（2015）。〈原生廣告5大型態〉，《動腦雜誌》，467：60-95。
張葦嘉（2012）。《廣播電台醫藥保健類產品資訊露出策略之探討》，中國文化大
　　學新聞研究所碩士論文。
朝陽堂（2002）。《現代廣告槪論 : 策略與實務》。台北 : 新文京開發。
黃深勳、鄭自隆等（1998）。《廣告學》。台北：國立空中大學。
楊朝陽（2002）。《廣告理論》。台北 : 新文京開發。
葉欣茹（2004）。《國際品牌廣告策略之研究：標準化與在地化》，中國文化大學
　　新聞研究所碩士論文。
榮泰生（2000）。《廣告策略》。台北：五南出版社。
臺北市數位行銷經營協會（2015）。《2014全年度台灣數位廣告量統計暨2015預
測報告》。取自http://www.dma.org.tw/Resource/Trend
劉美琪（2000）。《當代廣告：概念與操作》。台北：學富文化。
劉文良（2007）。《網際網路行銷》。台北 : 碁峰資訊。
劉宗其、劉光雄（譯）（2001）。《廣告理論與戰略》。台北：亞太圖書。（原書清　　水公一, [2001]. Advertising theory and strategies. 東京：創成社）
鄭自隆（2001）。《廣告管理》。台北 : 空大。
蕭湘文著（1998）。《廣告創意》，台北：五南。
蕭湘文（2009）。《廣告傳播》。台北 : 威仕曼文化。
蕭富峰、張佩娟、卓峰志（2010）。《廣告學》台北 : 智勝文化。
魏宏展（2002）。《收視質於廣告媒體企劃之應用探討》，國立政治大學廣告學硏
　　究所碩士論文。

英文書目

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McGraw-Hill Irwin.
Association of National Advertisers.（2015）. Getting in-feed sponsored content right. Retrieved October 29, 2015, from http://www.edelman.com/insights/intellectual-property/getting-in-feed-sponsored-content-right/
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Patton, M. Q. (1990). Qualitative evaluation methods (2nd ed.). Thousand Oaks, CA: Sage.
Patton, M. Q. (1996). Utilization-focused evaluation (3rd ed.). Thousand Oaks, CA: Sage.
Rossman, G. B., & Rallis, S. F.（1998）Learning in the field: An introduction to qualitive research. Thousand Oaks, CA: Sage.
Schultz, D. E., & Schultz H. (2004). Integrated marketing communication: The next generation. New York：McGraw Hill.
Sebastian, M. (2014). The year in native ads. Retrieved October 21, 2015, from www.adage.com
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