Advertising

Valentine’s Day, Misfits, Culture… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.

在新時代廣告大戰中贏得「有效注意力」。

數位廣告支出預計將持續逐年成長，到 2025 年將佔媒體總支出的71%，而社群媒體將成為這項投資的主力項目。

隨著媒體消費習慣的轉移，人們正逐步棄用有線電視，轉而選擇新式的媒體體驗，同時也重新塑造了廣告對消費者行為的影響力。本文將探討傳統電視與連網電視上的廣告曝光差異，並闡述 YouTube 廣告是如何驅動消費者的線下行為及行為改變。

Sustainability, inflation, healthcare… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos around the world.

正面形象的力量 —— 形塑更美好的社會並打造更成功的品牌

This Ipsos webinar series is dedicated to helping our clients better understand the dynamics of today as they prepare for tomorrow.

益普索推出的新服務 Creative Excellence，協助企業激發創意，並透過廣告的前測與後測來了解廣告推出前後，其產品購買率與知名度是否提升，以衡量廣告所帶來的效益。

網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.