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Online Video Adverts : The Influence of Context in Taiwan
Online 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 optimise this growing touchpoint.
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線上影片廣告： 觀看情境對廣告的影響
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？
How do we uncover the viewer’s receptivity towards online video adverts in Taiwan? -
建立更強壯的品牌
企業們會有許多和他們品牌相關的問題，而這些問題最終都可以歸結為：我們的品牌現在做的如何？我們該如何才能建立更好的品牌力？
Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
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YouTube是台灣人最愛的線上影音內容網站
在台灣，網路影音廣告是成長最快的一種廣告形式，目前許多品牌在行銷活動或廣告時，都會將網路影音廣告視為關鍵接觸點之一。但是我們需要更多的知識及洞察來了解閱聽人是如何去接收及回應這些影音廣告。因此益普索執行了一項研究，來挖掘台灣閱聽眾是如何接收及回應YouTube網路影音廣告。眼球追蹤技術也讓我們在這次的研究中得到關於神經科學領域的洞察。
Online video advertising is the fastest growing ad format in this region, with many brands now including this critical touchpoint as a key element within their campaigns.