數位影音廣告平台比較分析與廣告接觸率運用-以YouTube與Facebook為例

Abstract

網路的便利帶動數位媒體的興起，數位廣告的呈現也越來越多元，由原本的靜態圖像廣告轉變成動態影音廣告的方式呈現。YouTube與Facebook是網友最常收視數位影音資訊的媒體平台，也是廣告主在宣傳產品訊息一定會使用的媒體，這兩個媒體平台的廣告效益以及廣告預算規劃是廣告主最在意的部分。本研究探討YouTube與Facebook兩大平台數位影音的廣告特性，以及兩個廣告平台應該如何分配媒體組合預算才能獲得最大的廣告接觸率?透過次級資料分析法，蒐集內部資料庫的次級資料進行分析，包括產業類型、廣告形式、廣告投放時間、目標受眾等資料，並使用YouTube和Facebook的接觸率工具了解廣告接觸率的影響。研究結果顯示YouTube在250萬元的預算為上限進行廣告投遞是與目標受眾接觸最有效的區間，而Facebook以預算200萬元為上限是與目標受眾接觸最有效區間。依據資料蒐集結果，本研究提出在YouTube和Facebook平台進行影音廣告投放的最佳實踐，並進行不同預算的需求模擬，以尋求最佳的媒體預算組合。

The convenience of the internet has fueled the emergence of digital media, and digital advertisements are increasingly presented in dynamic video format, replacing the static image ads of the past. YouTube and Facebook are the top media platforms for users to consume digital video content, and advertisers must utilize these platforms to promote their products. Ad effectiveness and budget planning on these platforms are of utmost concern to advertisers.This study examines the advertising characteristics of digital video on YouTube and Facebook and determines the optimal media budget allocation for these two platforms to achieve maximum advertising exposure rates. Through secondary data analysis, including industry type, advertising format, advertising delivery time, target audience, and other data, we utilized YouTube and Facebook's contact rate tools to assess the impact of advertising contact rates. Our results show that a budget of up to 2.5 million yuan is the most effective for delivering ads on YouTube and reaching the target audience, while a budget of up to 2 million yuan is the most effective for Facebook. Based on our findings, we recommend the best practices for video advertising on YouTube and Facebook and perform demand simulations for different budgets to determine the best media budget combination.