2024 臺灣聯網電視趨勢：CTV 行銷策略與挑戰

CTV議題持續發燒討論，業界給予正面評價，是否能成為電視裝置廣告的解藥，成功拓展行銷預算佔比？

The Trade Desk 於2024年末提出《2024 台灣聯網電視趨勢白皮書》，分析產業與行銷人員的態度，摘要重點與產業分析觀點如下：

▌重點摘要

1. CTV 的崛起：聯網電視 (CTV) 在台灣迅速成長，得益於追劇浪潮及多元 OTT/CTV 服務的普及，特別吸引 25-44 歲年齡層，這群體佔市場 52%。
2. 高廣告信任度：台灣消費者對 CTV 廣告的信任度高於 YouTube，79% 更傾向購買在 OTT/CTV 上投放廣告的商品。
3. 廣告預算增加：46% 的行銷人員預期未來 12 個月內，CTV 廣告投放支出將增加，其中 62% 的人計畫增加 50% 以上的預算。
4. 精準定位與參與度：CTV 提供精準的受眾定位與高度的廣告互動性，通過頻次控制等技術優化受眾體驗並提升 ROI。
5. AVOD 成長潛力：廣告影片點播（AVOD）市場預期持續成長，年均增長率達 14.36%，至 2027 年將達 7.763 億美元。
6. 內容質量的重要性：優質內容有助於提升廣告的可信度和品牌價值，消費者更青睞在可信度高的 CTV 平台上觀看廣告。
7. 跨平台整合：CTV 與其他數位媒體的結合正成為行銷主流，行銷人員需熟悉多平台數據整合與投放策略。
8. 產業平台競爭：LiTV、LINE TV 等本地平台擁有高用戶活躍數，而 Netflix、Disney+ 等國際巨頭則推動 SVOD 的混合廣告模式。
9. 行銷人挑戰：行銷人仍在平衡成本與價值，並需證明投資 CTV 的合理性，特別在經濟不確定性下，如何展示 ROI 是關鍵。
10. CTV 對市場的整體影響：CTV 廣告的普及正改變台灣廣告市場的生態系統，並引領媒體購買策略的革新。

▌產業分析與觀點

1. 消費者行為驅動成長：
   觀點：年輕世代的內容需求（尤其是 25-44 歲）是 CTV 市場快速成長的主要推力。這一群體偏好高質量、隨選內容，讓 CTV 廣告成為品牌觸達他們的重要工具。
   建議：品牌需創建符合年輕消費者偏好的內容，並在廣告中結合互動元素以提高參與感。
2. 平台競爭加劇：
   觀點：台灣本地 CTV 平台（如 LiTV）與國際巨頭（如 Netflix）在用戶基礎和廣告模式上形成激烈競爭。本地平台的內容本地化優勢需結合數據技術，才能與國際品牌抗衡。
   建議：行銷人可探索混合廣告模式，將 AVOD 與 SVOD 結合，並與平台合作，利用本地用戶數據進行精準投放。
3. CTV 廣告效能與挑戰：
   觀點：經濟不確定性迫使行銷人聚焦於高 ROI 的廣告渠道，而 CTV 提供了優化廣告成本與提升效能的解決方案。然而，跨平台測量和整合工具的缺乏仍是挑戰。
   建議：行銷團隊需投資於數據分析與衡量技術，確保廣告活動透明且具體成效，並與技術供應商合作，開發更完善的跨平台廣告管理工具。

完整檔案：https://reurl.cc/Ege65v

The CTV issue continues to be a hot topic of discussion, and the industry has given positive comments on it. Can it be the antidote to TV device advertising and successfully expand the share of marketing budget?

In late 2024, The Trade Desk released the “2024 Taiwan Connected TV Trends White Paper,” which analyzes the attitudes of the industry and marketers, and summarizes the key points and industry analyses as follows:

▌Summary of Key Points

1. Rise of CTV: Connected TV (CTV) is growing rapidly in Taiwan, thanks to the wave of catch-up TV series and the popularity of multiple OTT/CTV services, especially attracting the 25-44 age group, which accounts for 52% of the market.

2. High trust in advertising: Taiwanese consumers trust CTV advertising more than YouTube, and 79% are more likely to buy products advertised on OTT/CTV.

3. Increased advertising budget: 46% of marketers expect CTV advertising spending to increase in the next 12 months, with 62% planning to increase their budget by more than 50%.

4. Precise Targeting and Engagement: CTV provides precise audience targeting and a high degree of advertising interactivity, optimizing audience experience and increasing ROI through frequency control and other technologies.

5. AVOD growth potential: The advertising video-on-demand (AVOD) market is expected to continue to grow at a CAGR of 14.36% to reach US$776.3 million by 2027.

6. Importance of content quality: Quality content helps enhance the credibility and brand value of advertisements, and consumers prefer to watch advertisements on CTV platforms with high credibility.

7. Cross-platform integration: The integration of CTV with other digital media is becoming a mainstream marketing practice, and marketers need to familiarize themselves with multi-platform data integration and placement strategies.

8. Competition among industry platforms: Local platforms such as LiTV and LINE TV have a high number of active users, while international giants such as Netflix and Disney+ are promoting the hybrid advertising model of SVOD.

9. Challenge for marketers: Marketers are still balancing cost and value and need to justify investing in CTV, especially in an uncertain economy where demonstrating ROI is key.

10. Overall impact of CTV on the market: The popularity of CTV advertising is changing the ecosystem of Taiwan's advertising market and leading to a revolution in media buying strategies.

▌Industry Analysis and Perspectives

1. Consumer Behavior Driving Growth:

-Observations: The demand for content from the younger generation (especially 25-44 year olds) is the main driving force behind the rapid growth of the CTV market. This group's preference for high-quality, on-demand content makes CTV advertising an important tool for brands to reach them.

-Suggestion: Brands need to create content that matches the preferences of young consumers and incorporate interactive elements in their ads to increase engagement.

2. Increased Platform Competition:

-Observation: Taiwan's local CTV platforms (e.g., LiTV) are competing fiercely with international giants (e.g., Netflix) in terms of subscriber base and advertising model. Local platforms' content localization advantage needs to be combined with data technology in order to compete with international brands.

-Suggestion: Marketers can explore a hybrid advertising model, combining AVOD and SVOD, and cooperate with platforms to utilize local user data for precise placement.

3. CTV Advertising Performance and Challenges:

-Observation: Economic uncertainty has forced marketers to focus on high ROI advertising channels, and CTV provides a solution to optimize advertising costs and improve performance. However, the lack of cross-platform measurement and integration tools remains a challenge.

-Recommendation: Marketing teams need to invest in data analytics and measurement technologies to ensure campaign transparency and effectiveness, and work with technology vendors to develop better cross-platform ad management tools.

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