大數據在數位行銷廣告產業應用之研究 —以U公司為例

Abstract

科技帶來的時代，變化飛快！廣告已成為社會文明進化的重要指標。廣告行業的巨頭，可能已經不是您所熟悉的傳統的廣告集團了，而是Facebook、Google、百度、阿里巴巴這些的「網路公司」。 過去20年，廣告的重鎮，從歐洲，包括倫敦與巴黎等地，快速移轉至矽谷與北京，廣告預算大幅從電視、報紙、雜誌、廣播等傳統媒體，轉向互聯網、移動互聯網等新媒體上。 在美國，2015年網路廣告的市場規模為596億美金，比第二名的無線電視406億美金高出約47%，比第五名的報紙廣告151億美金高出近294%，幾乎是3倍的市場金額。而在台灣2015年網路廣告市場193.52億台幣，相較2014年成長19.6%，已經連續5年兩位數成長，是僅次於電視廣告的第二大媒體，預計3~5年即將超過電視媒體，成為廣告產業最主要的成長動能。其中，大數據在廣告產業的應用，已經徹底顛覆了廣告行業。透過更多大數據技術 (Big Data)與人工智慧 (AI)的應用，廣告行業從創意驅動的模式，逐漸轉變為數據驅動的模式，廣告刊播之決策更多是由分析數據後，所建立的數學模型所決定。 如同前面提到，全球目前最大的廣告巨頭是Google、Facebook等公司，產業正在重新洗牌，利用數位廣告行業，作為大數據人才儲備與能力發展的商業模式，已經變成包括美國或對岸的國家級重要戰略，但台灣呢？ 大數據不是一句空話，必須要有堅強的商業模式在背後支撐，從擁有龐大數據量的Google, Facebook的經營經驗來看，廣告是將數據轉為營收的重要的商業模式，大數據除了可以應用在廣告業，還可以在電子商務業、物聯網、金融業、醫療業等各種行業。延伸出來的就是大數據廣告、大數據電商、大數據金融、大數據醫療等讓產業升級的新舊融合產業。

The era of technology is changing rapidly! Advertising has become an important indicator of social civilization evolution. At present, the giants of the advertising industry may not be the traditional advertising groups you’re familiar with. Instead, they are the 'Internet companies' such as: Facebook, Google, Baidu and Alibaba. Over the past 20 years, the center of advertising has speedily shifted from Europe, including London and Paris to Silicon Valley and Beijing. In addition, the advertising budget has also drastically changed its focus, from traditional media such as television, newspapers, magazines and radio to new media, for instance, the Internet and the mobile Internet. In the United States, the market size of online advertising in 2015 was 59.6 billion U.S. dollars, 47% higher than the second-tier wireless television 40.6 billion U.S. dollars, and was nearly 294% higher than the 5th place newspaper advertisement 15.1 billion U.S, almost three times the market value. Taiwan's online advertising market reached 19.352 billion NTD in 2015, compared to 2014’s 19.6%, it has grown at a double-digit rate for the pass five consecutive years. Online advertising media is the second largest media only next to television commercials and is expected to surpass TV commercials in the next three to five years to become advertising industry's most important growth momentum. Among them, the application of big data in the advertising industry has completely overturned the advertising industry. With more Big Data and AI technology being adopted, advertising industry has evolved from a creatively driven model to a data-driven one, the advertising decisions are more determined by the established mathematical model after analyzing the data. As mentioned above, the world's largest advertising giants Google, Facebook and other companies are reshuffling the industry. Seeing digital advertising industry as a business model to reserve people with digital talents and ability development has become a national-level strategy that the United States and Mainland China. And what about Taiwan? Big data is not just some empty words, one needs to have a strong business model in order to support the whole idea. With the large amount of data collected by management experiences from Google and Facebook, advertising is an important business model that turns data into revenue. Thus, big data can not only be used in the advertising industry, also in the e-commerce industry, the Internet of things, the financial industry, the medical industry and all walks of life. If we extend big data into all works of life, it could be big data advertising, big data e-commerce, big data finance, big data and medical industries etc. Then becomes a fusion industry upgraded the old and new.