| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 101 === The market share of smart mobile devices has been rapidly increasing in recent years since their invention in 2007. As of 2010, smart phones and tablet computers have surpassed personal computers in shipments, gradually replacing PCs as the new market leader in 3C industry. The popularity of mobile devices has driven the growth of mobile advertising. According to the estimates by Taipei Digital Marketing Association (DMA), mobile media advertising has accounted for 5.2% of Taiwan's entire digital media advertising in 2013, more than three times the growth rate of that in 2011. Mobile advertising offers promising growth in the future.
Despite an optimistic future of mobile media which costs relatively low, and the fact that consumers on average spend longer time using smart mobile devices, the low budgets for mobile media advertising need improvement. Due to the lack of a third-party organization to measure advertising effectiveness, the mobile advertising market has been unable to reach a consensus on the effectiveness of mobile advertisements. While advertisers show strong confidence and great interest in mobile advertising, advertising effectiveness can never be determined without proper market measurement. Furthermore, the lack of a transparent market mechanism prevents Taiwan's market from producing a positive cycle.
This study aims to focus on the actual practice of the mobile advertising industry and explore the three key roles in the media industry chain: media agency, the media, and surveying companies which may serve as a third-party institute for media measurement, with secondary data analysis and in-depth interviews. Interviews with industry professionals with experience in mobile advertising practice will be conducted in this study. By analyzing current forms of mobile advertisements, operation status and pricing models, I will list the strengths and potential problems of ad measurement, as well as its impact on the industry chain of mobile ads. I will further explore the future trends of third-party advertising measurement and make suggestions. The results can hopefully be a foundation of academic research in related fields, and serve as a future reference for the media industry.
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