網路廣告效果衡量指標之探討

Abstract

網路使用者迅速增加的情況下，帶動網路市場的活絡，衡量廣告效果等議題亦越顯重要。目前網路衡量指標相當多，但有效性受到相當爭議，其次，業界對指標的使用並無一完整的架構。針對此問題，本研究的重點即是透過專家意見對現存指標作探討，並企圖發展出一套適合國內的衡量模式供業界參考。本研究依美國的廣告研究基金會(ARF)近期所提出的模型作爲主要架構，並收集國內外最常被引用的指標作探討基礎，企圖找出模型中各階段真正適用的衡量指標。第一階段透過問卷的方式找出業界最重視的優良指標特性。第二階段則是針對網路指標關鍵使用者進行深度訪談。研究結果發現：(1)優良指標特性有重要程度之分。(2)網路媒體適用包含互動概念的廣告效果階層模型。(3)廣告效果階層各階段有不同適用的指標。其中亦包含了受訪者所提供的新指標如廣告停留時間、ARO等。

With the rapid growing number of Internet users, the market of internet has become flourishing. Web advertisements become another focus for advertisers, therefore, the issue of how to measure web advertisements' effectiveness has become more and more important. Although there are many advertisement measurement indexes nowadays, the validity was queried. Besides, there is no specific rule for advertisers. Base on the reasons mention above, this research attempt to discuss the indexes through expert interviews and develop an evaluation model which can be applied in Taiwan. We quote media model of ARF to be our framework, and try to find out some useful metrics for each stage. In order to be more objective, we use different dimensions to analyze our study. In first stage, we use questionnaires to find out the most important index characters in practice, then analyze them. In second stage, we interview key users of Web index. After integrated different opinions, we get the following conclusions: (1) Superior-index characters have different weight. The view of advertiser, ad-agent, and portal site are very similar in this point. Relevance, clear, and sensitivity are the most important characters. (2) Web media suitable for interactive advertising-effects model. (3) Different metrics suitable for different stages among hierarchy models. This research provides complete measurements for each stage. Besides existing metrics, there are also some new metrics for using which bring up by experts, as ARO.