Online Video Adverts : The Influence of Context

P065_CNT_Online Video Adverts - The Influence of ContextOnline video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimize this growing touchpoint.

How did we uncover the viewer’s receptivity towards online video adverts in Taiwan? In 2015, Ipsos conducted a research study in Taiwan which was uniquely designed by adopting an integrated multi-phase research program.

 

線上影片廣告:觀看情境對廣告的影響

線上影片廣告的全球市場規模從2015年的160億美金大幅度成長到2017年的240億美金。即使目前在市場中仍沒有一個完整深入了解線上影片廣告、且最佳化廣告與消費者間的關係來創造最大品牌價值的方法,但如此飛快的成長讓它的應用成為台灣品牌廣告主之間最熱切討論的話題。

如何從消費者的角度去了解線上影片廣告對他們所帶來的影響呢?2015年,益普索在台灣執行了一個原創的專案研究,結合了不同技術與方法去了解線上影片廣告對觀看者所造成的影響。

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