網際網路的蓬勃發展，使得網路成為消費者生活中不可或缺的一份子，因此，企業積極的投入網路媒體來行銷商品。台灣2016年上半年度的數位廣告量已超越電視廣告量，也就是說數位廣告已成為第一大的媒體通路，企業每年在數位廣告的投入比例不斷攀升，其中又以影音廣告的成長幅度最為劇烈。而眾多的影音平台當中，以YouTube最受歡迎及普遍使用，是廠商放置廣告的首選之處。
YouTube影音平台為了讓廣告效果達到更好，於2010年推出了TrueView的廣告模式，「將選擇權交給觀眾」。然而，過去的研究發現，不同的廣告型式會造成廣告資訊傳遞有所差異，進而導致廣告效果有所不同，因此，本研究欲探討不同的YouTube廣告型式是否會造成廣告效果的差異。
本研究正式問卷共回收303份有效問卷，並透過敘述性統計分析、信度分析、效度分析以及單因子變異數分析統計方法來分析樣本資料。經研究結果發現，不同的YouTube廣告型式在廣告回憶、廣告態度以及購買意願中存在差異，在廣告回憶中，「片頭影音」廣告型式優於「影片內嵌」以及「搜尋結果頁」廣告型式；在廣告態度中，「片頭影音」、「搜尋結果頁」以及「影片觀看頁」廣告型式皆優於「影片內嵌」廣告型式；在購買意願中，「影片觀看頁」廣告型式的購買意願優於「影片內嵌」廣告型式。

With the rapid development of the Internet, it has become an essential part of daily life. Therefore, companies actively invest in online media to market their products. The amount of digital advertising has exceeded television advertising in the first half of 2016 in Taiwan. In other words, digital advertising has become the largest media channel. Companies annually increase the proportion of investment in digital advertising. Among all the digital advertising, the video advertising has most dramatically increased. Among the many video sharing platforms, YouTube is the most popular and commonly used. YouTube is the first choice for manufacturers to place their advertising.
In order to achieve better advertising effectiveness, YouTube has launched the “TrueView advertising model” in 2010 which give the option to the audience. However, past studies have found that different types of advertising can cause differences in the delivery of advertising information, which can lead to different advertising effects. Hence, in this research I want to realize whether the different types of advertising would cause different advertising effects.
This official research collects and retrieves 303 effective questionnaires, analyzing sample data with several statistics methods: descriptive statistical analysis, reliability analysis, validity analysis and ANOVA. The results show that the different types of advertising have different advertising effects in advertising recall, advertising attitude and purchase intention. In the advertising recall, In-Stream advertising is better than In-Video Banner advertising and In-Search advertising. In the advertising attitude, In-Stream advertising, In-Search advertising and In-Display advertising are better than In-Video Banner advertising. In the purchase intention, In-Display advertising is better than In-Video Banner advertising.

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網路相關資料
1. MENGKUEI HSU，2012，YOUTUBE的TRUEVIEW廣告讓使用者選擇自己想看的，2017年10月1日擷取至https://goo.gl/YTnwb3。
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