結合社群贊同內容之個人化網路廣告機制

Abstract

一則成功的廣告取決於它的點擊率與大眾接受度，過去的目標客群廣告方式(targeted online advertising)主要是以消費者的瀏覽紀錄、點擊紀錄或是觀察他們的行為等不同方法作為依據，來鎖定廣告推送的目標；而結合社群影響力(social influence)的社群廣告(social ads)更是一種加強大眾對廣告的接受度的方法，如口耳相傳(Word-of-Mouth marketing)或病毒式行銷(viral marketing)。但前述的這些方式雖能廣泛的達到宣傳的效果，卻也因廣告與推送目標相關性較低而造成點擊率不高的問題，除此外之，人為的不確定因素與訊息超載的問題，都大幅削減了廣告的效果。為了解決上述問題，並將社群影響力效果放到最大，本研究提出了個人化廣告傳播機制，結合社群贊同內容，成功提升點擊率與消費者產品印象。

The success of online advertising depends on the click-through rate and the degree of customer acceptance. While targeted online advertising delivering ads to customers based on various traits such as browse history, click records or other observed behavior, social ads can leverage the power of social influence to enhance the customer acceptance, as known as Word-of-Mouth marketing or viral marketing. The coverage of the former is wide and accurate, but the click-through-rate (CTR) is relatively lower than social ads. However, the diffusion mechanism of social ads is uncertain due to human factors. Coupled with the problem of information overload, the effect of social ads is weakened. In order to deal with the problems above and amplify the power of social impact, we will propose a personalized online advertising mechanism to improve the CTR and consumer product impressions.