本文是以傳統媒體公車廣告代理商所面臨因新冠病毒(COVID-19)疫情及新媒體及網路數位廣告崛起發生的經營困境，並探討傳統媒體公車廣告的突破發展現況。研究發現公車廣告本身具有強迫收視的有效廣告效益，一直都是所有的廣告主及廣告商非常喜歡及推薦的傳統廣告媒體之一，但是傳統公車戶外媒體代理商，因為產業一致性，缺乏服務的差異化及數據化。在激烈的競爭下，傳統公車戶外媒體產業已經成為衰退、殺價的紅海市場。本研究以漁歌公司個案為例，分析所面臨的困境，其如何改變、創新突破的產業對策，並探討如何跳脫殺價爭奪的紅海困境。
在MarTech崛起的趨勢下，數位轉型成為日趨重視的議題，因而引入創新元素，建構新的體系，會是改變與突破的方法，全球最具權威的IT研究與顧問公司Cartner透露，全世界已有30%的公司將AI運用於銷售流程。故而漁歌公司將以MarTech+AI驅動數據率，以AI為核心驅動數據，以受眾為本推動銷售自動化的精準行銷，創新建立起先進的數位媒體系統平台(AMS,Advanced Media System)。
本研究藉由5G世代網路快速傳輸特性，雲端儲存大容量服務圖像辨識技術，AI智慧分析蒐集受眾觸及人流數據之綜合運用,打造全新先進媒體平台(AMS),Martech+AI,媒合交易，創造價值，突破現況。引進創新元素，使用日新月異的新科技是否可讓傳統媒體公車廣告優化自身的廣告行銷效果呢?能否改變產業的競爭思維，不再是用惡性競價的方式招攬客戶，運用互聯網跟IOT提供大數據，讓客戶不再是用直覺的方式選擇使用公車廣告，讓漁歌公司跳脫出傳統思維轉型成為一個運用AI智能的新創廣告平台公司。

This article is based on the business dilemmas faced by traditional media bus advertising agencies due to the new crown virus (COVID-19) epidemic and the rise of new media and online digital advertising, and discusses the breakthrough development of traditional media bus advertising. The study found that bus advertising itself has the effective advertising benefits of forced viewing. It has always been one of the traditional advertising media that all advertisers like and recommend it.
However, traditional outdoor bus media agencies lack services of differentiation and digitization due to industry consistency. Under fierce competition, the traditional outdoor media industry for public buses has become a declining and bargaining Red Sea market. This research takes the case of Fishing Song Corp. as an example to analyze the difficulties it faces, how to change and innovate and break through industrial countermeasures, and explore how to escape the red sea dilemma of bargaining.
With the rise of MarTech, digital transformation has become an increasingly important topic. Therefore, introducing innovative elements and constructing new systems will be a method of change and breakthrough. Cartner, the world's most authoritative IT research and consulting company, revealed that there are already 30% of companies use AI in the sales process. Therefore, Fishing Song Corp. will use MarTech+AI to drive the data rate, AI as the core to drive data, audience-oriented to promote accurate marketing of sales automation, and innovatively establish an advanced digital media system platform (AMS, Advanced Media System).
This research uses the rapid transmission characteristics of the 5G generation network, the image recognition technology on cloud large-capacity storage service, and the comprehensive application of AI intelligent analysis to collect audience-reaching traffic data to create a new advanced media platform (AMS) and matchmaking transactions to create value and break through the current situation.
Can the introduction of innovative elements and the use of rapidly changing new technologies allow traditional media bus advertising to optimize its own advertising marketing effects? Can it change the competitive thinking of the industry instead of attracting customers through vicious bidding, and use the Internet and IOT to provide big data? Therefore, customers no longer choose to use bus advertising in an intuitive way, and let Fishing Song Corp. break away from traditional thinking and transform into a new advertising platform company using AI intelligence.

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