學術產出-Theses
Article View/Open
Publication Export
-
題名 數位廣告平台比較分析與策略運用 以Facebook和Google Ads為例
Comparative Analyses and Strategic Applications of Digital Advertising Platforms：Cases of Facebook and Google Ads作者 洪柏青
Hung, Po-Chin貢獻者 莊皓鈞
Chuang, Hao-Chun
洪柏青
Hung, Po-Chin關鍵詞 廣告效果衡量
演算法
千次曝光成本
點擊成本
點擊率
AISAS網路消費行為模式
產品涉入度
即時競價
Facebook Ad
GDN聯播網
GDN
Facebook Ad
RTB
AD performance measurement
Product Involvement
Algorithm
CPM
CPC
CTR
AISAS日期 2020 上傳時間 1-Feb-2021 14:04:25 (UTC+8) 摘要 近年來，傳統廣告在行銷傳播工具的重要地位已被數位廣告所取代。但過去的學術研究多著重在數位廣告本身的成效與機制，而少從廣告主的角度來探討，包括產品的涉入程度不同與產品行銷預算多寡，是否影響與數位廣告平台的契合度，讓廣告主能按照自身的產品屬性與預算資源，來制定數位廣告策略與選擇數位廣告平台。本研究假設廣告關聯性、產品需求程度、以及產品涉入程度，是影響受眾點擊數位廣告與否之決策的三項重要因子。延續此邏輯架構，透過檢視數位廣告發展的沿革，了解評估數位廣告成效的指標，進而討論不同數位廣告平台的特色為何，平台又是如何透過演算法來提升廣告點擊率，以達到廣告主、受眾、平台三贏的局面．最後總結出影響廣告主制定數位廣告策略的五大關鍵因素：受眾篩選、廣告點擊意願、線上即時競價、數位廣告平台、廣告成效評估。希冀本研究能讓廣告主掌握數位廣告成功之道，在適當的時機選擇適當的數位平台，達到精準控管廣告成本，銷售長紅的廣告終極目標。
In recent years, the role of traditional advertising as a marketing communication tool has been replaced by digital advertising. Therefore, many academic researches have focused on the effectiveness and mechanism of digital advertising. However, it seldomly discussed it from the perspective of advertisers, including the degree of product involvement and product marketing budget, whether it affects the compatibility with digital advertising platforms. Therefore advertisers can formulate digital advertising strategies and choose digital advertising platforms according to their product attributes and budget resources.By reviewing the evolution of digital advertising, understanding the effectiveness indicators of digital advertising, discussing the characteristics of different digital advertising platforms, including methods the platform match the advertising and audience properly, this research assumes the audience`s behavior of click on digital ads are affected by advertising relevance, product demand, and product involvement. Five key factors (5P) that affect digital advertising strategies are summarized in the end : people, participation, price, platform, and performance.參考文獻 叢書期刊Agarwal A, Hosanagar K, Smith MD (2011). “Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets, Journal of Marketing Research.48(6): pp. 1057-1073.Briggs, R. and N. Hollis (1997). "Advertising on the web： Is there response before click-through?" Journal of Advertising research 37(2)： pp.33-46.Edelman, B., et al. (2007). "Internet advertising and the generalized second-price auction： Selling billions of dollars worth of keywords." American Economic Review 97(1)：pp.242-259.F Xue and P Zhou (2011). “The effects of product involvement and prior experience on chinese consumers’ responses to online word of mouth” Journal of International Consumer Marketing 23:1 pp.45-58Howard, J. A. and J. N. Sheth (1969). The theory of buyer behavior. Journal of the American Statistical Association pp.82-83Laurent, G. and J. N. Kapferer (1985). "Measuring consumer involvement profiles." Journal of marketing research 22(1)：pp. 41-53.Nadia Pomirleanu, John . Schibrowsky, James Peltier, Alexander Nill(2013) ”A review of internet marketing research over the past 20 years and future research direction” Journal of Research in Interactive Marketing 7(3), pp. 166-181Petty, R. E. and J. T. Cacioppo (1981). "Issue involvement as a moderator of the effects on attitude of advertising content and context." Advances in Consumer Research Volume 08 (1) pp. 20-24Pomirleanu, N., Schibrowsky, J.A., Peltier, J. and Nill, A. (2013). "A review of internet marketing research over the past 20 years and future research direction", Journal of Research in Interactive Marketing, Volume 7 No. 3, pp. 166-181Sebastian Klapdor, Eva M. Anderl, Florian von Wangenheim, Jan H. Schumann (2014). “Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns” Journal of Interactive Marketing, Volume 28, (4), pp. 285-301Sungchul Kim, Tao Qin, Tie-Yan Liu, Hwanjo Yu (2014). “Advertiser-centric approach to understand user click behavior in sponsored search” Information Sciences, Volume 276, pp. 242-254Varian, H. R. and C. Harris (2014). "The VCG auction in theory and practice." American Economic Review 104(5)： pp. 442-445.Y Steinhart and D Mazursky (2010). “Purchase availability and involvement antecedents among financial products” International Journal of Bank Marketing Volume (28) No. 2, 2010: 127Yong Yuan, Fei-Yue Wang, Daniel Zeng (2016). “Developing a cooperative bidding framework for sponsored search markets – An evolutionary perspective”Information Sciences, Volume 369, pp.674-689,近藤史人 (2009). "AISAS マーケティング・プロセスのモデル化." JSD 学会誌システムダイナミックス(8)： pp. 95-102.網際網路Bullas, J. (2011). "11 Social Media Marketing Lessons from the Old Spice Campaign."DMA台灣數位媒體行銷暨應用協會 (2020)。 台灣數位廣告量統計報告Duffett, R.G. (2015). "Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials", Internet Research, Vol. 25 (4), pp. 498-526.Google (2016). "McDonald’s uses YouTube to deliver both short-term sales and long-term brand affection."Google (2017). Video Mobile Diary.Google (2017). "Vogon 開創客製化廣告影片新時代."Google (2018). "Google Brand Lift Targeting Analysis》(Google 品牌提升指定目標分析)."Jacques, Jason T., Perry, Mark, Kristensson, Per Ola. (2015). Differentiation of online text-based advertising and the effect on users’ click behavior. Comput. Hum. Behav. 50, 535–543.Kono, S. (2009). From the marketers` perspective： The interactive media situation in Japan. Television goes digital, Springer： 57-59.Lucier, B., et al. (2012). On revenue in the generalized second price auction. Proceedings of the 21st international conference on World Web.Marketingcharts (2019). "US Online and Traditional Media Advertising Outlook, 2019-2023."Rosenkrans, Ginger (2009). The creativeness and effectiveness of online interactive rich media advertising. J. Interactive Advertising 9 (2), 18–31Saad, L. (2017). "Americans Still Favor Real Estate for Long-Term Investment."Sebastian Klapdor, Eva M. Anderl, Florian von Wangenheim, Jan H. Schumann.(2014)“Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns, Journal of Interactive Marketing, Volume 28, (4).Stastista (2020). "Worldwide desktop market share of leading search engines from January 2010 to July 2020."Weinan, Yuan, Shuai, Wang, Jun (2014). Optimal Real-Time Bidding for Display AdvertisingKDD’14, August 24–27, New York, NY, USAWordStream (2020). "Google Ad Benchmarks for Your Industry [2019]."WordStream (2020). "Facebook Ad Benchmarks for Your Industry [Data]."亜理沙, 高. (2017). "｢広告宣伝費｣が多いトップ300社ランキング."台北數位集團 台北數位指數 (2020)學術論文Holkeri, M. (2018). "Strategies of closed online advertising platforms—cases Google and Facebook."Leo-Hansen, A. (2020). "How is the VCG mechanism profiting Facebook?".Zaichkowsky, J. L. (1985). "Familiarity： product use, involvement or expertise?" ACR North American Advances.書籍Kotler, P. and G. Armstrong (2010). Principles of marketing, Pearson education.Schiffman, L. G. and L. L. Kanuk (2000). Consumer Behavior, Prentice Hall. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932083資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108932083 資料類型 thesis dc.contributor.advisor 莊皓鈞 zh_TW dc.contributor.advisor Chuang, Hao-Chun en_US dc.contributor.author (Authors) 洪柏青 zh_TW dc.contributor.author (Authors) Hung, Po-Chin en_US dc.creator (作者) 洪柏青 zh_TW dc.creator (作者) Hung, Po-Chin en_US dc.date (日期) 2020 en_US dc.date.accessioned 1-Feb-2021 14:04:25 (UTC+8) - dc.date.available 1-Feb-2021 14:04:25 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2021 14:04:25 (UTC+8) - dc.identifier (Other Identifiers) G0108932083 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133865 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 108932083 zh_TW dc.description.abstract (摘要) 近年來，傳統廣告在行銷傳播工具的重要地位已被數位廣告所取代。但過去的學術研究多著重在數位廣告本身的成效與機制，而少從廣告主的角度來探討，包括產品的涉入程度不同與產品行銷預算多寡，是否影響與數位廣告平台的契合度，讓廣告主能按照自身的產品屬性與預算資源，來制定數位廣告策略與選擇數位廣告平台。本研究假設廣告關聯性、產品需求程度、以及產品涉入程度，是影響受眾點擊數位廣告與否之決策的三項重要因子。延續此邏輯架構，透過檢視數位廣告發展的沿革，了解評估數位廣告成效的指標，進而討論不同數位廣告平台的特色為何，平台又是如何透過演算法來提升廣告點擊率，以達到廣告主、受眾、平台三贏的局面．最後總結出影響廣告主制定數位廣告策略的五大關鍵因素：受眾篩選、廣告點擊意願、線上即時競價、數位廣告平台、廣告成效評估。希冀本研究能讓廣告主掌握數位廣告成功之道，在適當的時機選擇適當的數位平台，達到精準控管廣告成本，銷售長紅的廣告終極目標。 zh_TW dc.description.abstract (摘要) In recent years, the role of traditional advertising as a marketing communication tool has been replaced by digital advertising. Therefore, many academic researches have focused on the effectiveness and mechanism of digital advertising. However, it seldomly discussed it from the perspective of advertisers, including the degree of product involvement and product marketing budget, whether it affects the compatibility with digital advertising platforms. Therefore advertisers can formulate digital advertising strategies and choose digital advertising platforms according to their product attributes and budget resources.By reviewing the evolution of digital advertising, understanding the effectiveness indicators of digital advertising, discussing the characteristics of different digital advertising platforms, including methods the platform match the advertising and audience properly, this research assumes the audience`s behavior of click on digital ads are affected by advertising relevance, product demand, and product involvement. Five key factors (5P) that affect digital advertising strategies are summarized in the end : people, participation, price, platform, and performance. en_US dc.description.tableofcontents 第一章 研究動機與目的 1第二章 數位廣告現況分析 7第一節 數位廣告演進歷程 7i. 展示型數位廣告與成效衡量機制1994-1996 7ii. 關鍵字廣告競價拍賣與點擊付費機制1998 8iii. 社群媒體平台/互動廣告2007 9iv. 原生廣告類型誕生2010 9第二節 數位廣告競價機制 10i. Generalized Second-Price(GSP)競價方式 11ii. Vickrey–Clarke–Groves(VCG)競價方式 11第三節 數位廣告成效評估指標 14第四節 關聯度、需求度對於數位廣告的點擊意願之影響 16i. 廣告與受眾之關聯性 16ii. 數位廣告平台如何判斷受眾對於產品的需求程度 20第三章 廣告平台分析與策略應用 23第一節 Facebook/ Google廣告平台差異 23i. GDN(Google Display Network)聯播網 23ii. Facebook社群平台 28iii. 數位廣告平台各擁優勢 29iv. 數位廣告平台各自盲點 30第二節 產品涉入程度 33第三節 依照產品涉入度與數位廣告預算來選擇數位廣告平台 36i. 產品涉入程度高＋數位廣告預算高 37ii. 產品涉入程度高＋數位廣告預算低 37iii. 產品涉入程度低＋數位廣告預算低 38第四章 數位廣告投放策略 42第五章 結論 49參考文獻 55 zh_TW dc.format.extent 2380465 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108932083 en_US dc.subject (關鍵詞) 廣告效果衡量 zh_TW dc.subject (關鍵詞) 演算法 zh_TW dc.subject (關鍵詞) 千次曝光成本 zh_TW dc.subject (關鍵詞) 點擊成本 zh_TW dc.subject (關鍵詞) 點擊率 zh_TW dc.subject (關鍵詞) AISAS網路消費行為模式 zh_TW dc.subject (關鍵詞) 產品涉入度 zh_TW dc.subject (關鍵詞) 即時競價 zh_TW dc.subject (關鍵詞) Facebook Ad zh_TW dc.subject (關鍵詞) GDN聯播網 zh_TW dc.subject (關鍵詞) GDN en_US dc.subject (關鍵詞) Facebook Ad en_US dc.subject (關鍵詞) RTB en_US dc.subject (關鍵詞) AD performance measurement en_US dc.subject (關鍵詞) Product Involvement en_US dc.subject (關鍵詞) Algorithm en_US dc.subject (關鍵詞) CPM en_US dc.subject (關鍵詞) CPC en_US dc.subject (關鍵詞) CTR en_US dc.subject (關鍵詞) AISAS en_US dc.title (題名) 數位廣告平台比較分析與策略運用 以Facebook和Google Ads為例 zh_TW dc.title (題名) Comparative Analyses and Strategic Applications of Digital Advertising Platforms：Cases of Facebook and Google Ads en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 叢書期刊Agarwal A, Hosanagar K, Smith MD (2011). “Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets, Journal of Marketing Research.48(6): pp. 1057-1073.Briggs, R. and N. Hollis (1997). "Advertising on the web： Is there response before click-through?" Journal of Advertising research 37(2)： pp.33-46.Edelman, B., et al. (2007). "Internet advertising and the generalized second-price auction： Selling billions of dollars worth of keywords." American Economic Review 97(1)：pp.242-259.F Xue and P Zhou (2011). “The effects of product involvement and prior experience on chinese consumers’ responses to online word of mouth” Journal of International Consumer Marketing 23:1 pp.45-58Howard, J. A. and J. N. Sheth (1969). The theory of buyer behavior. Journal of the American Statistical Association pp.82-83Laurent, G. and J. N. Kapferer (1985). "Measuring consumer involvement profiles." Journal of marketing research 22(1)：pp. 41-53.Nadia Pomirleanu, John . Schibrowsky, James Peltier, Alexander Nill(2013) ”A review of internet marketing research over the past 20 years and future research direction” Journal of Research in Interactive Marketing 7(3), pp. 166-181Petty, R. E. and J. T. Cacioppo (1981). "Issue involvement as a moderator of the effects on attitude of advertising content and context." Advances in Consumer Research Volume 08 (1) pp. 20-24Pomirleanu, N., Schibrowsky, J.A., Peltier, J. and Nill, A. (2013). "A review of internet marketing research over the past 20 years and future research direction", Journal of Research in Interactive Marketing, Volume 7 No. 3, pp. 166-181Sebastian Klapdor, Eva M. Anderl, Florian von Wangenheim, Jan H. Schumann (2014). “Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns” Journal of Interactive Marketing, Volume 28, (4), pp. 285-301Sungchul Kim, Tao Qin, Tie-Yan Liu, Hwanjo Yu (2014). “Advertiser-centric approach to understand user click behavior in sponsored search” Information Sciences, Volume 276, pp. 242-254Varian, H. R. and C. Harris (2014). "The VCG auction in theory and practice." American Economic Review 104(5)： pp. 442-445.Y Steinhart and D Mazursky (2010). “Purchase availability and involvement antecedents among financial products” International Journal of Bank Marketing Volume (28) No. 2, 2010: 127Yong Yuan, Fei-Yue Wang, Daniel Zeng (2016). “Developing a cooperative bidding framework for sponsored search markets – An evolutionary perspective”Information Sciences, Volume 369, pp.674-689,近藤史人 (2009). "AISAS マーケティング・プロセスのモデル化." JSD 学会誌システムダイナミックス(8)： pp. 95-102.網際網路Bullas, J. (2011). "11 Social Media Marketing Lessons from the Old Spice Campaign."DMA台灣數位媒體行銷暨應用協會 (2020)。 台灣數位廣告量統計報告Duffett, R.G. (2015). "Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials", Internet Research, Vol. 25 (4), pp. 498-526.Google (2016). "McDonald’s uses YouTube to deliver both short-term sales and long-term brand affection."Google (2017). Video Mobile Diary.Google (2017). "Vogon 開創客製化廣告影片新時代."Google (2018). "Google Brand Lift Targeting Analysis》(Google 品牌提升指定目標分析)."Jacques, Jason T., Perry, Mark, Kristensson, Per Ola. (2015). Differentiation of online text-based advertising and the effect on users’ click behavior. Comput. Hum. Behav. 50, 535–543.Kono, S. (2009). From the marketers` perspective： The interactive media situation in Japan. Television goes digital, Springer： 57-59.Lucier, B., et al. (2012). On revenue in the generalized second price auction. Proceedings of the 21st international conference on World Web.Marketingcharts (2019). "US Online and Traditional Media Advertising Outlook, 2019-2023."Rosenkrans, Ginger (2009). The creativeness and effectiveness of online interactive rich media advertising. J. Interactive Advertising 9 (2), 18–31Saad, L. (2017). "Americans Still Favor Real Estate for Long-Term Investment."Sebastian Klapdor, Eva M. Anderl, Florian von Wangenheim, Jan H. Schumann.(2014)“Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns, Journal of Interactive Marketing, Volume 28, (4).Stastista (2020). "Worldwide desktop market share of leading search engines from January 2010 to July 2020."Weinan, Yuan, Shuai, Wang, Jun (2014). Optimal Real-Time Bidding for Display AdvertisingKDD’14, August 24–27, New York, NY, USAWordStream (2020). "Google Ad Benchmarks for Your Industry [2019]."WordStream (2020). "Facebook Ad Benchmarks for Your Industry [Data]."亜理沙, 高. (2017). "｢広告宣伝費｣が多いトップ300社ランキング."台北數位集團 台北數位指數 (2020)學術論文Holkeri, M. (2018). "Strategies of closed online advertising platforms—cases Google and Facebook."Leo-Hansen, A. (2020). "How is the VCG mechanism profiting Facebook?".Zaichkowsky, J. L. (1985). "Familiarity： product use, involvement or expertise?" ACR North American Advances.書籍Kotler, P. and G. Armstrong (2010). Principles of marketing, Pearson education.Schiffman, L. G. and L. L. Kanuk (2000). Consumer Behavior, Prentice Hall. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202100085 en_US
