“Shared media” is outperforming traditional digital advertising by 10 times. So what exactly is shared media, and why is it so successful?
「共享媒體」在廣告市場的表現勝過傳統媒體10倍，這是怎麼做到的？
In traditional media buying, the advertiser buys audience exposure from a publisher, broadcaster or ad network. The publisher or ad network shows the ad to its audience and is paid by the advertiser according to the number of people reached.
在傳統媒體採購業務上，廣告主從出版商、推播系統或廣告聯播網手上獲取閱聽人，再由出版商或廣告聯播網將廣告推送給閱聽人，廣告主再根據受眾的觸達率（reach)來付費。
With shared media, the advertising brand provides tools to its own loyal audience to create and share branded marketing with their peers, a form of guided word-of-mouth marketing. Snapchat, for example, with its branded filters that enable users to create and share branded selfies or videos with their Snapchat friends, has proven that, given the right tools, consumers will market on behalf of the brands they love.
藉由共享媒體，廣告品牌讓死忠的支持者，能夠和身邊的同儕一同創造和分享品牌價值，形成「引導式的口碑行銷」。以Snapchat為例，用戶可以透過官方的濾鏡，和朋友們創建和分享他們的照片和影片。這說明了，只要有合適的工具，消費者會願意為所愛的品牌，參與市場行銷的過程。
And, shared media is far more watched and trusted than any conventional advertising message can ever be because a company’s loyal followers have a lot more pull with their own friends than a brand (or anyone else for that matter–that’s the definition of a friend).
此外，與傳統廣告相比，共享媒體能獲得更多的觀看和信任，因為死忠的追隨者對身邊朋友來說，往往有著比品牌更直接的影響力。
To set a broader stage, digital advertising is poised for disruption. For years, the only way for brands to reach a broad audience was to pay the TV networks, for example, for ad time. And then when the Internet took off in the 1990s, brands began to buy ads from websites and ad networks the way they’d always bought TV ads–simply moving budget to the new medium.
更廣泛來說，數位廣告市場將準備瓦解。多年來，品牌要接觸受眾的唯一途徑是電視網絡，像是電視廣告。然而，當網際網路在1990 年代問世後，品牌便開始從網站購買廣告，廣告聯播網則將重心從電視廣告市場，逐漸轉移到新媒體業務上。
Now that mobile is taking over as the consumer’s primary screen, brands are using the same tactics–but the old playbook is failing badly. Consumers hate interruptive ads on mobile eight times more than TV ads (AdReaction “Video Creative in a Digital World” Global Report from Millward Brown) and consumer trust for ad in general is declining, which means brands need to radically shift the way they reach their target audience.
現在，行動裝置成了消費者的首選，品牌也使用同樣的策略，但得更創新才行。根據AdReaction的研究，厭惡行動插入式廣告的比例高出電視廣告8倍，消費者對廣告的信任度也正在下滑，這意味著品牌必須徹底改變廣告露出的方式。
And yet brands continue to funnel more and more of their media budgets to digital channels to follow the eyeballs, because it’s what they know.
然而品牌卻投注更多的預算在數位市場上，只為了跟隨受眾，因為這是他們唯一能做的。
Mobile presents brands with both a huge challenge and a tremendous opportunity. While the challenge of traditional ads proving ineffective on mobile is real, the opportunity for brands is real, as well. In fact, it’s right in front of them.
行動市場對品牌來說，是危機也是轉機。傳統廣告所面臨的危機，並沒有在行動市場發生，品牌也因此找到新的出路，這是毫無疑問的。
Their own audience is now connected everywhere they go, and they’re sharing moments with their friends and family nonstop. The brands that are able to join these conversations (without interrupting them) are the brands that will win on mobile.
品牌自有的受眾無論身在何處都可以上網，也能不受限的和朋友及家人分享當下。這樣一來，品牌便能參與其中，而不是企圖干擾，這是行動市場成功的主因。
It’s time for brands to stop thinking about which network to spend this year’s ad budget on and instead turn the focus to activating their own existing audience.
品牌業者該思考的是，如何吸引既有受眾的注意，而不是廣告預算花在哪的問題。
All brands have reach–some to millions or even billions of consumers. That reach may come from their own web visitors or application users, from within their product experience itself, their packaging, their retail presence and, for some, their live events. A brand’s reach–not its budget–is its biggest asset for growing its business.
所有品牌都有數百萬，甚至數十億的觸達率，這些觸達率包括網站的訪問者、應用程式使用者、產品的經驗談、包裝和零售體系，甚至即時的事件。觸達率才是品牌最大的資產，而不是它的預算。
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作者：Katherine Hays
編譯：朱弘川
原文網址： http://www.adweek.com/socialtimes/katherine-hays-vivoom-guest-post-shared-media/643807
