答鈴廣告商業模式與廣告效益分析之研究

Abstract

隨著行動電話成為全球普及度最高的個人裝置，行動廣告的市場呈現高速成長姿態。答鈴廣告是行動廣告中的語音類廣告，也是最不受設備限制，人人都可輕易接收的廣告，成為具潛力的新興廣告媒體。目前台灣在答鈴廣告的發展領先國際，擁有獨特的經營模式與技術，故本研究希望可以先透過個案研究的方式，研究答鈴廣告商業模型及形成歷程，探討答鈴廣告在實務應用上的主要優勢。此外，答鈴廣告能精準計算廣告播放量、消費者接觸頻次與消費者對廣告的回應次數，本研究也建立模型判斷消費者反應函數並據以預測廣告效果，研究結果發現消費者反應函數的分配主要是concave型，而透過廣告的播放通數與消費者接觸頻次建立的預測模型，亦能有效預測廣告回應人次。本研究結果對於答鈴廣告在理論研究上奠定良好之基礎，對答鈴廣告未來之實務發展方向亦具備價值。

As mobile phones have become the personal device with the highest penetration rate in the world, the mobile advertising market has grown dramatically and rapidly. Among the various mobile advertising methods, the ring-back tone advertising is a type of voice advertising that has fewest restrictions to the equipment, so that everyone can easily receive the advertising and thus it has become the emerging advertising media with enormous potential. Currently, the development of ring-back tone advertising in Taiwan is leading internationally due to its unique business models and technologies. Therefore, this study attempts to analyze the business models of ring-back tone advertising and its formation to further explore the major advantages of ring-back tone advertising on the practical application. In addition, because the ring-back tone advertising can precisely calculate the number of advertisements played, the frequency of consumer’s exposure, and the number of consumer’ s responses, so that this study has also built a model to assess the consumer response function and to predict advertising effectiveness based on the model. The research results show that the consumer response function is basically concave, and the prediction model established based on the number of advertisements played and the frequency of consumer’s exposure can also effectively predict the number of consumer’s responses. This study not only provides a good foundation for the theoretical research on the ring-back tone advertising, but also possesses a high value for the ring-back tone advertising regarding the future practical development direction.