The Challenge of Digital Advertising Development by Paganini Plus

• Main Authors: Ho-Yiing Chen, 陳禾穎
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k2m9k5

碩士 === 國立臺灣科技大學 === 管理學院MBA === 106 === As digital advertising technology advances by leaps and bounds, more and more companies and teams start to plunge into digital advertising. In addition, the overall advertising market has a significant plate displacement effect in terms of budget distribution. Advertisers nowadays are shifting budgets away from TV, radio, and print AD, etc. to digital advertising because users are connected online at all times and so addicted to the mobile devices in their hands. The exposure and value of advertising come from the place where people’s attention is focused. With the booming growth of digital advertising market, various teams and organizations of different roles bring in more vitality to the ecosystem of advertising technology. Taking Paganini Plus Company as an example, the study elaborates the development of digital advertising technology platform and the business model evolution from the perspective of Norika Chen, the operator of Paganini Plus. Norika has worked in the field for more than a decade. Alongside the rapid development of digital advertising, he personally participated in system design and led the team to develop and produce an advertising mechanism. The mechanism, calculated, analyzed, and summarized through complex data, serves demanders for advisements and contributes to the development of digital advertising technology in Taiwan. In addition, the team developed a data management platform that uses tagging technology to identify users on the Internet. Precisely matched advertisements are pushed to the identified users in order to increase the chance of advertisements being clicked on and provide advertisers with the desired benefits. The study also incorporates in-depth insights regarding how a digital advertising business model is designed, how to build a corporate atmosphere, culture and attitude for digital transformation, and how investors should view the growth of this kind of business model. Norika, acting as the top operator of Paganini Plus, decided to follow the market trend by adopting fast transformation strategy when responding to the challenges of fast-growing and highly competitive digital advertising market. In the processes of determining the direction of the company’s operations and the rapid adjustment and transformation of business model, he and the team spared no efforts to continuously produce various advertising products of different formats, such as audio-based advertising and reward-based advertising. Moreover, there are quite a few competitors in the market. Other than the purely competitive relationship of homogeneous corporates, there are also scenarios that two companies being in a state of competition and cooperation at the same time because of organizational structure differences and functional variances of business operations. In response to the request of the board of directors, Norika sought out the cooperation of other competitors to complement business functions with limited resources and existing corporate structure. However, there are still many cases of unequal distribution in budget allocation when two advertising companies competing for the same advertiser’s budget at the same time. Though the two companies jointly conduct business sales, they are chasing different interests. As a result, the budget allocation is not even, which in turn leads to the actual business income being limited.