以來電答鈴作為廣告媒介之可行性分析

Abstract

行動廣告依照訊息傳遞介面的不同，分為簡訊、數據跟語音三類，目前的主流是文字簡訊，數據及語音介面的應用則尚不普及。來電答鈴(Ring Back Tone)是普及率最高的行動加值服務，去年5月土耳其Terkcell電信公司利用來電答鈴播放廣告，並將向廣告主收取的廣告費用分享給消費者，此模式受到消費者及廣告主的喜愛，也引起國內業者的高度重視，亦引發了本研究的動機。 整理前人研究後，本研究嘗試以媒體屬性、科技接受模型、廣告決策及媒體廣告態度等相關理論為基礎，分別對電信業者、廣告主進行深度訪談，並對消費者進行問卷調查，以其個別之意向探討來電廣告達鈴在台灣推出的可行性。 經由研究得知，電信業者推出來電廣告答鈴的主要誘因是增加獲利來源，其決策考量有六：(1)營運模式、(2)獲利模式、(3)媒體定價、(4)消費者回饋方式、(5)服務功能規劃及(6)對既有服務的影響。廣告主的決策考量則主要是基於廣告與媒體的搭配性、人口統計變量、發行量、單次廣告成本、廣告傳遞的時效性、媒體效果的衡量，其中發行量、傳遞的時效性與效果的衡量，是廣告主認為來電廣答較具潛力的部分，但在單次廣告成本的看法上，則與電信業者有較大的落差。消費者對來電廣告答鈴的接受度沒有顯著的負面態度，回饋金是最主要的誘因，此外，年齡較輕，手機帳單金額較低以及女性，對於回饋金的要求較低；喜愛的回饋的方式以每月手機帳單減免固定金額接受度最高；偏好的商品類型廣告依序是3C產品、公益團體、手機及超商廣告，選擇廣告時的考量則以廣告是否有趣為主要原因。 由上述分析，本研究建議電信業者可積極與廣告主/代理商合作，創造成功個案，具體展現來電廣告答鈴的媒體效益；並找出其他可能的產品定位，避免以回饋金做為唯一的消費者誘因，創造更高的顧客價值；此外，跨業者間可考慮在媒體規格上建立共識，可有助於提升廣告的銷售。

The Economist magazine regards the Mobile Advertising as the “next big thing” with big potential. According to the data from eMarketer, which is a famous market research institute, the sales revenue of mobile advertising worldwide will reach USD 11.3 billion by 2011. As for Asian Market, the sales revenue would be around USD 7.7 billion in 2012 estimated by MIC, Taiwan. There are three types of services for mobile advertising as SMS, data and voice in terms of message delivery interface. Among them, the major application for mobile advertising is SMS in Taiwan, the applications for data and voice still have room to gain in popularity though. Turkcell is the largest mobile phone service operator in Turkey, which made debut of a mobile advertising service in May, 2008 by playing advertising tones on its Ring Back Tones system. Through this service, Turkcell shares the advertising revenue to its phone users who offers their Ring Back Tone as the advertising channel. This business model is very welcome among the phone users and the advertisers, which, in the meantime, draws a lot of attention of worldwide mobile phone operators, including those in Taiwan. Ring Back Tone is a very popular mobile value added service since making its debut years ago. This service uses Ring Back Tone system as an advertising media by playing advertising tones on it and rewarding the phone users with an amount of monies or air time in proportion to their contribution to the advertising revenue. This is like the business model implemented in Blog marketing. As so, this new media is expected to be popular in the future. This research is to study the feasibility for Advertising Ring Back Tone in Taiwan by investigating the user intention of the mobile phone operators, the advertisers and the phone users, on basis of the relevant theories, such as media attributes, unified theory of acceptance and use of technology, advertising expenditure strategy and attitude on advertising media. It was found by the study, that the major concern for the mobile service operation regarding the advertising ring back tone is whether it will grow operators’ profit and there are 6 criteria to consider as follows, service operation model, cash flow, media pricing, the way to reward the phone user, service planning, and potential impact on the existing Ring Back Tone service; as for the advertisers, the primary decision factors are the suitability between the advertising and the media, demographics variables, audience rating, unit cost, promptness, measurement of the media performance. The advertisers believe that audience rating, promptness and performance measuring are the 3 items the advertising ring back tone is good at. The unit cost is the item which the advertisers and the operators do not look to reach a consensus. The service acceptability for the phone users is moderate without explicit opposition. The key incentive for the end user to use the advertising ring back tone is the service reward. The younger, the ones with lower value of billing amount or the female usually do not demand too much for the reward amount; phone bill deduction is the favorite way among the users for the service reward. Basing on the above analyses, it is suggested that the operators should build and enhance the business relation with the advertisers or the advertising agents to set the industry standards, which would helps growing the advertising sales.; besides, the operators needs to well position its service to bring the end users higher value in addition to the basic service reward.