台灣媒體服務公司OTT TV廣告隨選AVOD之決策因素研究

Abstract

本研究旨在探討台灣媒體服務公司OTT TV廣告隨選AVOD的決策因素。Netflix與Disney+在虧損壓力之下必須開源節流，節流是減少投資和裁員，開源勢必要進入數位廣告影音市場AVOD來增加廣告收入，而媒體服務公司掌握影音廣告大量數位影音預算，影響台灣媒體服務公司在OTT TV平台上廣告的決策因素，勢必是OTT TV平台最關心的議題。 研究首先介紹研究背景、動機、問題與目的，並闡述研究方法、流程與架構，以及研究範圍與限制。文獻探討部分涵蓋了OTT TV產業名詞釋義、影音內容經營模式、OTT 影音廣告衡量機制、媒體服務公司廣告與專案選擇因素，並討論文獻資料分析法、開放式結構問卷研究法、AHP層級分析法。 在產業分析章節，我們深入探討數位影音與OTT TV影音廣告購買方式、全球OTT TV產業現況及台灣OTT TV產業。研究結果則包括問卷對象與受訪者統計，建立AVOD廣告選擇因素的層級架構，並以AHP層級分析法問卷和開放式結構問卷，讓業界有決定權的高階主管與第一線執行主管填寫，從而找出分析選擇因素的構面與因素的權重。 最後，我們針對研究結論，對OTT TV平台提出進入台灣廣告市場的研究建議，本研究將有助於台灣媒體服務公司在OTT TV廣告隨選AVOD市場中做出更明智的決策。

Purposes This study aims to investigate the decision-making factors of AVOD (Advertising Video on Demand) for Taiwan Media Service Company OTT TV. With Netflix and Disney+ under the pressure of losses, they must cut costs and increase revenue. Reducing investments contributes to cutting costs, while entering the AVOD digital advertising market is necessary for increasing ad revenue. Media service companies control substantial budgets for video advertising, which influences the decision-making factors of Taiwan Media Service Company advertising on OTT TV platforms. This issue is of utmost concern for OTT TV platforms. Methods The research begins with an introduction to the study background, motivation, problems, and purposes. It then elaborates on the research methods, processes, and frameworks, as well as the scope and limitations of the study. The literature review covers the definitions of OTT TV industry terms, video content business models, OTT video advertising measurement mechanisms, advertising and project selection factors for media service companies, and discusses literature data analysis, open framework questionnaire research, and AHP (Analytic Hierarchy Process) methods. Results In the industry analysis section, we delve into digital video and OTT TV video advertising purchasing methods, the global OTT TV industry status, and the Taiwan OTT TV industry. The results section includes questionnaire target audience and respondent statistics, establishing a hierarchical structure for AVOD advertising selection factors. Using AHP questionnaires and open-structured questionnaires, senior executives and front-line managers with decision-making power in the industry participate, identifying dimensions and weights for the analysis of selection factors. Conclusions Finally, we present research recommendations for OTT TV platforms entering the Taiwan advertising market based on the study conclusions. Additionally, this study will assist Taiwan Media Service Companies in making more informed decisions in the OTT TV AVOD market.