網路廣告產業分析與領導廠商之競合策略

Abstract

自21世紀以來，網路廣告堪稱成長最快速的產業之一，不但成長率連續五年超過20%，搜尋付費廣告的產值在七年間（2000-2007）更成長了76倍以上；然而，在搜尋付費廣告市場，Google幾乎以勢如破竹之勢橫掃整個產業，其2007年的搜尋次數市佔率已超過60%，2006年的營業額市佔率更突破了70%；在文字式展示廣告市場，Google亦以其AdSense取得壓倒性的優勢。相反地，在圖形式展示廣告市場，則有不同類型的業者各擅勝場，不過隨著最大業者之一DoubleClick被Google收購，此市場的競爭似乎也將接近尾聲。 本研究以Porter（1980）的五力分析及Brandenburger與Nalebuff（1996）的價值網與競合理論架構為工具，先分析了網路廣告產業的現況，並將其分為三個部份來探討，分別是付費搜尋廣告、文字式展示廣告與圖形式展示廣告。之後再分析Google與其最近併購的展示廣告產業領導者之一DoubleClick的價值網，並進一步以PARTS五元素分析法探討Google的競合策略，最後再剖析Google與DoubleClick合併後，即將面臨的新競爭態勢。 本研究認為，廣告聯播公司長期而言將被工具提供者提供給廣告主與出版商的交易平台所取代，因此，展示廣告市場的大部分業務將被工具提供者所把持，而廣告聯播公司的生存利基在於成為大宗廣告庫存交易的中間商。此外，隨著最大的文字廣告平台Google收購最大的工具提供者DoubleClick，網路廣告產業的結局已大勢底定，Google只要能保持技術上的優勢，將成為此產業的最後贏家。微軟與雅虎若欲繼續維持廣告業務，則必須盡快開發新市場，例如行動通訊廣告。 另外，本研究發現Google的成功之處在於善用技術優勢吸引新顧客及新的專屬供給者，進而創造出更多的網路廣告業務並從中得利。另外，Google也極力開發平台以讓互補者進駐並創造出更多的互補產品，讓使用者得到的價值提高，進而提昇使用者的人數，再藉此間接網路外部性的效果吸引更多廣告主成為其顧客。這種價值網內的正向循環正是Google能不斷擴張的主因。

With over 20% annual growth rate in five consecutive years, online advertisement business has been one of the fastest growing industries in the twenty first century, especially for the paid search ad which is 76 times growth in market size during the past seven years. In this particular market, Google has maintained market dominance: Google’s market share of queries in U.S. is greater than 60% in 2007; her revenue share in U.S. is over 70% in 2006, and it also got overwhelming superiority in contextual display ad by her AdSense. In contrast, there are diverse kinds of companies in graphic display ad market in the past years. However, as DoubleClick was aquired by Google, her market dominance becomes even strong. Based on five-force analysis proposed by Porter (1980) and value net modol suggested by Brandenburger & Nalebuff (1996), this research provides detailed analyses on paid search, contextual and graphic display ad. We then analyze the value net of Google and DoubleClick, co-opetition strategy of Google, and, finally, the new competitive posture that Google faces now. This research suggests that ad networks will be substituted by tool providers who provide software tools to advertisers and publishers. Hence, tool providers will control the graphic display ad market, and ad networks should shift its business to transactions of a large amount of ad inventory. Besides, Microsoft and Yahoo! have to develop new markets, such as mobile ad, as Google’s becoming the final winner of the industry due to its acquisition of DoubleClick and its superior technology. In addition, this research found that Google attracts new customers and suppliers by its technology advantages, which in turn creates more online ad businesses and finally realizes value. Also, Google develops many platforms which let complementors join and design more complemental products which raise consumers’ value, therefore increases the number of users, and, capitalizing on network effect, finally converts more advertisers to be her customers. Such a virtuous cycle explains why Google will be so successful and able to expand continuously.