A study on the operational strategy of native advertisement：Taking Yahoo! Inc. as an example

• Main Authors: YEH-YU-LIN, 葉俞璘
• Other Authors: HSU-CHEN-HSING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ezqu3t

碩士 === 中國文化大學 === 新聞學系 === 104 === 　　At the rapid changes in technology today, types of communications media have been becoming diversified and decentralized. Besides that, it seems that there is now a real alternative to advertising communication of the mass media. When mobile devices and the Internet flourish, the advertising industry is going to face the largest challenge that whole industry will step into the integrated convergence era of cross-media as multimedia develops fast. With the popularization of smart devices and 4G broadband service, the old way that how consumers contact media has been changed structurally, which propels the advertisers shift their investment to digital media increasingly. Currently, digital age is coming, which causes the traditional masses disintegrated gradually, being replaced by focus media and sub-communication. It is well known that if all-round communication needs to realize general effect, it must integrate both traditional media and new media. However, media integration is more than the connection between media. Communication media and contents must be related closely, finally making native advertising that centers on content marketing and precision marketing grow vigorously based on the big data. Generally, native advertising is regarded as one of the latest high-efficient advertising forms. Nonetheless, advertisers just begin to understand and utilize it initially in Taiwan. If the environment of native advertising industry is planned to become full-fledged, various topics shall be discussed, including advertisers' demand, consumers' viewpoints as well as the advertising strategies proposed by service suppliers of native advertising. This research discusses special case, and analyzes operation strategies for native advertising. Yahoo! is the case to learn how to formulate the native advertising strategies, study the challenges and limitation they face when native advertising strategies are executed. Finally, this research also discusses the development of Taiwan's native advertising, and gives the advice about how to break and response the limitation. 　　Therefore, this research deeply interviews creative planners and performer for native advertising from several companies, such as Yahoo!, NSS GROUP (Yahoo! Distributor ), Innity Taiwan (competitor of Yahoo!) and cacaFly (competitor of Yahoo!) for obtaining opinions about advertising goal, information strategies as well as media strategies. At the same time, this research tries to compare and analyze the contents mentioned above from three perspectives so as to understand the strategic operation and setting method of native advertising. Eventually, key success factors related to executive strategies and future development of native advertising will be concluded. 　　The result finds that in terms of the strategic operation of native advertising, advertising goal mostly plays a role in expressing information while implanting high correlation advertisement according to media situation, combining with the web-page content at last. In the meantime, it also analyzes the basic information to deliver advertisements to target audience accurately depending on the network technology and data. This method has maximized the effect of precision marketing. To speak of advertising goal measurements, most of them treat click rate as measuring standard. When it comes to information design, native advertising has blended in with the media environment so that it improves the brand benefit and added value for products without interfering consumers' reading experience. Furthermore, it also builds the relationship with consumers through valuable contents, aiming at achieving the win-win effects between advertisers' marketing effect and users' experience.Moreover, the brand keywords do not necessarily shown in brand information, whereas it should be avoided. Based on the media strategy, how important to integrate media and consumer situations shall be emphasized while the usage situation, tones and styles that are related to media and communication carriers all shall be considered to add into the media environment. Advertising programs for different media scheduling should be developed in accordance with dissimilar advertising goals.What's more, the way of cost per click can actually know the consumers' attention to product as well as the product effect in media budget, which is a more fair and reasonable pricing way, because the same budget enables the native advertising to be delivered with greater precision, receiving higher advertising effect. Although native advertising has no fixed running section, it will improve the brand benefit while providing a better experience environment for consumers if it breaks the previous mode through combining with the media situation.