數位影音平台的廣告形式對廣告效果影響之研究

數位影音平台YouTube在快速成長的線上廣告市場中扮演重要的角色，因此多種廣告形式在此平台中被品牌業者廣泛利用，然而各類廣告的成效如何，是值得被釐清的。本研究採用實驗室實驗法，針對四種不同實驗情境(片頭影音廣告、影片內嵌廣告、搜尋結果頁廣告、影片觀看頁廣告)進行模擬設計，並請受試者觀看一部YouTube影片，與影片同時出現的是一則廣告內容，進而衡量其廣告成效。研究結果顯示，相較於「影片內嵌」與「搜尋結果頁」廣告型式，消費者對「影片觀看頁」、「片頭影音」廣告型式的廣告回憶、廣告態度、購買意願皆有較佳的成效。本研究之結果延伸過去對於數位影音廣告的探討，並有助於品牌業者思考各媒體內所呈現的廣告間的差異，對廣告效果存在不同的影響力，進而推廣更確切的廣告形式與內容，並可提供後續研究者的參考建議。

YouTube plays an important role in online advertising market, so advertisers widely used various advertising types in this platform. The effectiveness of various advertising types is worth to clarify. This study used laboratory experiments to simulate the real YouTube advertising scenarios (In-Stream advertising, In-Video Banner advertising, In-Search advertising, In-Display advertising) to measure participants’advertising browsing behavior. The results shown that“In-Display advertising”and“In- Stream advertising”have significant advertising recall, advertising attitude, and purchase intention than“In-Video Banner advertising”and“In-Search advertising”. The results of this study extend the discussion of digital video advertising, and help advertisers to think about the differences between the advertising presented in each media. The findings can help to clarify the possible influence of YouTube advertising on browsers’behavior, and the filter the application of advertising patterns and direction.