數位廣告取代傳統廣告已是品牌無法忽視的趨勢。根據調查，53%的消費者表 示他們在購物旅程上花費的時間、心力不減反增，因此品牌主也應相對花費更多心 力於數位行銷策略，在顧客的購物旅程思考如何以數位廣告接觸他們。
直到今日已有相關研究透過數學模型探討如何將預算分配於 Facebook、 Google 平台、以及如何選擇廣告格式，其他研究則分別指出特定要素對廣告格式 選擇的影響，但並未討論具體的預算分配比例、充分討論各種廣告格式、受眾於不 同目標的適用性。
本研究以文獻回顧以及深入訪談法進行，最終設立出數位媒體規劃流程的準 則，以供品牌主參考。本研究發現，品牌主在設立目標時可以考量自身產品性質、 產品生命週期，而廣告目標、平台特性是數位媒體規劃流程最終要的參考依據。本 研究結合顧客體驗路徑(5A)的理論，分析每個階段最適合的預算、格式、受眾。 以 Google 平台來說，影片廣告、Google 多媒體廣告聯播網(GDN)、搜尋廣告較 適合前期目標，購物廣告、搜尋廣告較適合後期目標。受眾設定上由廣而精的排列 為:興趣受眾、類似區隔、潛在目標對象、再行銷。以 Facebook 來說，影片廣告、 圖像廣告格式較適合前期的目標，而輪播廣告、精選輯廣告較適合後期的目標。受 眾設定上由廣而精的排列為:興趣受眾、類似廣告受眾、再行銷。

The recent trend suggests that digital advertising might replace traditional advertising in the future. Nevertheless, 53% of consumers spend more time and effort on shopping than they did before. Therefore, brands should also pay attention to the digital marketing strategies and think about how to reach customers via digital advertising.
To this day, many scholars have discussed how to allocate budgets to different platforms and ad formats via mathematical models. Other studies have pointed out the elements which might affect the efficiency of ad formats but have not discussed the specific budget allocation ratio and the applicability of the formats to different goals.
This research is conducted through a literature review and in-depth interview. It establishes guidelines for digital media planning processes for brand owners. This study found that brands can consider their own product type and product life cycle when setting goals. The advertising goals and platform characteristics are the key factors to consider when going through digital media planning process. This research analyzed the most suitable budget, format and audience for each stage via customer experience path. Google platform, video ads, GDN, search ads are more suitable for early goals, while shopping ads and search ads are suitable for later goals. In terms of audience setting, arranged in a broad to precise order, they are Affinity, Similar Segment, In-market, and Your data segments. Facebook, video and image ads are more suitable for the early goals while carousel and collection ads are more suitable for the later goals. In terms of audience setting, arranged in a broad to precise order, they are Core Audiences, Lookalike audiences, and Custom audiences.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 viii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 顧客體驗路徑 4
第二節 數位廣告成效評估指標 8
第三節 廣告平台與格式 10
第四節 數位廣告策略相關文獻 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究方法 24
第四章 研究結果 26
第一節 設立數位廣告目標 26
第二節 數位媒體規劃流程 30
第三節 使用數位廣告改善顧客體驗路徑 35
第四節 實際案例應用 47
第五章 結論與建議 49
第一節 研究結果 49
第二節 研究貢獻 53
第三節 研究限制與未來研究建議 54
參考文獻 56
附錄:訪綱60

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