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你我都有過在瀏覽網頁時受到廣告干擾的經驗,近年全球安裝廣告攔截的人數更是節節上升。Google近日宣告Chrome瀏覽器將內建廣告攔截功能,並且預設開啟,這項行動是否會傷害自身廣告獲利呢?本期專題將分享其背後思維,以及對廣告生態可能造成的影響。

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凱絡媒體週報
CARATMEDIAWEEKLYNEWSLETTER
No. 896
媒體專題
Media Report
Chrome要擋廣告!
淺談Google的
體驗優先思維
洪君宇
• 目前的數位環境中,許多過於干擾的廣告類型,已成
為用戶與優質內容之間的阻礙,使愈來愈多消費者安
裝廣告攔截(AdBlocking)工具,以找回更好的網路體
驗。然而,這些擾人廣告和廣告攔截工具將影響內容
提供者 (如網站主) 與廣告方的收益。
• 對此,Google近日採取新動作:宣告Chrome瀏覽器
將於2018年初內建廣告攔截功能,並且預設開啟。
• Google的這項行動看似將優化用戶的瀏覽體驗,卻恐
傷害自身廣告獲利。本期專題將分享其背後思維,以
及對廣告生態可能造成的影響。
前言
• 根據PageFair的2017年全球廣告攔截報告(2017 Global Adblock Report),目前全球已有超
過6億台裝置安裝廣告攔截軟體,並以每年30%的速度成長,且行動裝置上的安裝行為增速
驚人。
• 報告也指出,安裝廣告攔截的用戶中,約三成是因為安全考量,約六成則是想阻絕「廣告
帶來的困擾」,包括中斷瀏覽、拖慢速度、廣告數量過多等。
廣告過度干擾與網路安全隱憂,驅動廣告攔截成長
• 根據目前最新的資訊,Google想要做的,是還給用戶良好的
瀏覽體驗。未來Chrome瀏覽器的廣告攔截功能,將遵循
「更好的廣告聯盟」組織 (Coalition for Better Ads) 所發佈
的規範,阻擋對體驗傷害較大的廣告類型,當然,也包括
Google 自己的廣告。
Google:從廣告品質出發,改善瀏覽體驗
• 同時,Google也將更新其Google Contributor專案,針對Chrome的廣告阻擋功能提供付費選擇,讓
網站營運者有更彈性的運作空間。換句話說,網站營運者若加入此專案,可讓用戶在造訪該網站
時,選擇是否要支付一定金額來隱藏所有廣告,否則廣告仍會出現。
從消費者出發,建立系統性的廣告品質標準
※資料/圖片來源: Coalition for Better Ads網站
• 「更好的廣告聯盟」組織是由廣告平台與代理商(Google、Facebook、GroupM等)、第三方公正
單位(iab、ANA等)與廣告主(Unilever、P&G等)於2016年共同成立,主要任務是嘗試解決數位廣
告對使用者體驗的傷害,並打造對內容提供者更友善的收益機制。
• 以此為目標,2016年聯盟在北美與歐洲針對約2萬5,000位消費者,進行了大規模的廣告研究。
該研究總共測試37種行動裝置廣告,以及40種桌上型裝置廣告,每位受測者會觀看四組網路內
容,其中三組含有廣告(實驗組),一組未含廣告(對照組),並於觀看後,分別針對廣告體驗、以
及對每個廣告進行評分,以全面瞭解消費者對廣告的感受(完整研究設計見此)。
• 研究發現,不管在電腦或行動裝置上,「廣告打斷或讓用戶分心」和用戶體驗評分有最直接的關
聯。此外,「行動廣告出現時機不在預期中」、「電腦廣告的位置在頁面底部」等,都被認為帶
給用戶不良體驗。根據研究結果,聯盟歸納出「更好的廣告標準」,以下列舉低於此標準、對用
戶體驗傷害最大的幾種廣告類型:
彈出或閃爍型廣告會在網頁內容開始加載後,彈出並屏蔽網頁主要內容,形式多樣,可能佔據整
個或部分螢幕,是用戶的主要干擾之一。
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Editor's Notes

  1. The role of creativity in a programmatic world: http://neon.dentsuaegis.com/sites/danconnect/programmatic/Documents/INTERVIEW_Role%20of%20Creative%20in%20a%20Programmatic%20world.pdf Case studies: http://neon.dentsuaegis.com/sites/danconnect/programmatic/Documents/DAN%20Live_Programmatic-Winning%20in%20the%20Digital%20Economy.pdf