TV Media implantable marketing: Let the brand encounter media content

This year's surreal "Non-interference" after the release of the plan to buy a car, the young people invariably turned their eyes to the past they have little attention to the Subaru.　　As a result, we cannot but marvel at the value of entertainment content for the brand.　　This value is precisely the brand and media content meet, to film, television and other entertainment content as the carrier, strategically implanted product names, visual symbols and even service content, brand communication brought. As early as in 2006, the Shanghai Television Festival Organizing Committee and the CCTV Sofres investigation company released the first "China Television Entertainment Market report (2006~2007)", the report pointed out that the Chinese television entertainment advertising market for the production of integrated advertising product value of more than a year of more than 1 billion yuan,　　Implantable advertising has become a new revenue growth point of TV media. In addition to the television media, in recent years, domestic and foreign films appear in more and more implantable ads. It is reported that the film "No Thieves" was implanted in China Mobile, canon, Hewlett-Packard, BMW, Taobao and other 12 brands, for the film contributed 40 million yuan of advertising revenue; the 15 brands in the "Minority Report" in Hollywood have saved $25 million trillion in investment; the 2007 real-life version of Transformers Embedded ads in the film brought more than 40 million dollars in revenue.　　This shows that the current implantable marketing has become an important means of publicity for many enterprises.　　The diversity of implants today, media fragmentation and the development of networks and video games have brought more and more attention to diverse content markets, which has made implantable marketing a more diverse face as a way of marketing that is parasitic on media content. Dong Yan, a researcher at the BBI Business brand Strategy Institute of the University of China, said that implantable ads are often used in TV dramas, movies or television programs, but that implantable marketing platforms can also be stage plays, sporting events, music/MTV, electronic maps, online videos, blogs, print publications, print pictures, desktop wallpaper, etc.　　, as long as consumers have access to the entertainment or news value of the content platform, may be used as a carrier of brand communication, to convey to consumers a brand new experience. There are different classifications of implantable marketing in the industry, Dong Yan points out: "The way of implantable marketing is defined from sound and vision, it is defined by the operation means of plot, background, props, and some different channels of media." Chadaucun, director of Anhui TV Advertising Center, said: "The gradual process from the implantation model, there are roughly three levels: simple implants, integrated implants and focus implantation." Simple implantation similar to the current more common form of soft advertising, it will be product identification, brand in isolation in the program, brand or product features almost no association with the content of the program, often using the title, sponsorship, the form of the standard, such as the Red Eagle Theater, Yili film has about. "For simple implants, brands can be replaced, and if no brand does not affect the delivery of content, then the effect of this implantation is limited." "Dong Yan points out the limitationsOf。 In this respect, Red Bull Vitamin Beverage Co., Ltd. General manager assistant Chen said: "Red Bull also used this propaganda means." For example, in movies, many Hollywood blockbusters have been shown in recent years, including Red Bull beverages, Red Bull advertising car or other brand objects; In the domestic, such as "Endless" and "Dad forward" and other films have also appeared Red Bull drink, but in several domestic films, Red Bull as a drink is mainly a simple prop implantation, And not completely with the plot and character of the integration, not fully play the role of implantation. "Integrated implant means that through a variety of implants, put the brand into the program, TV series, without affecting the quality of the program at the same time, to promote the brand, so as to attract the attention of the audience, the role of the spread of brand effect, the integration of the brand and advertising in the form of implantation, is the intermediate level of implantable advertising, but also a Potential advertising methods.　　and focus implantation more than integration into a step, brand products not only in temperament to fit the style of the program, but also through the unfolding of the plot of the brand products to show the demand, and even let the audience profoundly perceive the use of the product characteristics and the spirit of the brand. Although the transmission effects of the three levels of implantable marketing are different, taking into account the different requirements of different products and brands in the process of communication and the limitations of operational capabilities, three levels of implantation are kept abreast of the market. But for the big brands, they are more willing to choose the focus of the implant approach, to reflect their attitude to lead the trend.　　"Chadaucun said. No matter how simple implants, integrated implants or focus implants are different from traditional advertising operations. "Traditional advertising production links and processes are relatively single, advertising agencies easy to control the work cycle, usually the production cycle can be carried out in accordance with the advertising master's marketing plan." Implantable marketing has to be extended because of the production cycle of the implanted content, for example, if a TV show is implanted, the cycle may be years old, something that the advertising agency cannot control.　　"University of Communication BBI business brand Strategy Research Institute researcher Kong Qingxi said. As a content manufacturer, Dezong International Culture Media Group executive vice President Liu Chaohen quite learned: "The brand into our content, the first is the script creation by the film production company, especially the writer's one-way behavior evolved into the script creators, advertisers and enterprises in the final script, TV series Toupai deep two-way interactive communication From the original more emphasis on the script and the plot itself into the full consideration of the plot rationalization of the premise of the enterprise products to maximize the display; the duration of the creation of the script needs to be prepared in advance, in addition to the frequency of the embedded ads appearing in the plot is reasonable to avoid visual fatigue and even antagonistic rejection of the audience. "However, the implant process is counterproductive as long as it is poorly thought-out," he said. It is reported that the "world without thieves" in the BMW car paid advertising costs, but because the play in a line "driving a good car is not necessarily good people" and BMW has a negative effect. So, implantable marketing needs to be carefully addressed.　　[Page] The challenge of implantable marketing embedded marketing for some brands is effective, for other brands, it is only the expensive "product packaging video" in the process of prompting viewers to consumers, embedded marketing face a certain challenge. TCL Group Co., Ltd. brand director Zodi that: "In general, implantable marketing is a complementary means, so its advantage lies in the deep excavation of the brand concept, as well as the brand connotation of high-level elements of the embodiment and display." Because the brand embodies a culture and concept, and corresponds to a specific user base, implantable marketing has an advantage in this respect. And will be embedded marketing and common advertising and public relations to do, can be made into a deep and effective integrated marketing. However, implantable advertising is inherently less than traditional advertising. "First of all, from a vertical perspective, the time use of brand implantation is not flexible with traditional advertising." Because of the long running time and cycle of a film and TV series, it is difficult to combine new product launches with implantable ads. Secondly, the coverage of TV dramas and films is limited horizontally. Advertisements can be broadcast on many channels at the same time, conveying product messages. TV dramas and movies can be broadcast at the same time on many TV stations, and advertising can be followed up both in print media and online.　　Zodi said. This leads to the randomness of the input of the enterprise to the implanted marketing. Zodi said: "At present the enterprise to the placement of marketing is temporary and random." In general, it is not possible to plan it six months ago or a year ago. If the funds at that time were more abundant, it would be possible to meet the right projects. On the whole, because of the lack of systematic planning of implantable marketing, randomness is relatively strong, has not become an annual marketing plan of the enterprise as an integral part. "The reason for this, Zodi analysis points out:" may be due to operational difficulties, and the effect is difficult to determine. At present, enterprise advertising has formed a more stable, transparent and fixed way, advertising budget is an essential part of corporate propaganda. Because the history of advertising is relatively long, the effect can be measured relatively, has formed a mature mode. And the film, TV series brand implantation is a new thing, and different content leads to the difference of marketing effect is very big, very easy to counterproductive. "At this point, Zodi talks about the risk control of TV dramas and film-implanted ads." "Tcl products are more, is in the transition from manufacturing to create the stage, so Tcl want to change people's hearts and cheap image, more willing to enhance the reputation of consumers on the brand." If have very good material resources, still very fit TCL demand. Of course, large enterprises from the director, film stars, plot several aspects to ensure the safety of investment, large enterprises refuse disastrous consequences, reject side effects. For some companies in the ascendant, they may be more willing to try this, because they are in a rush to open up the visibility of the stage, through thisWay, you can mold the reputation and reputation of a one-time completion. "In this regard, Zodi gave a suggestion:" For the upstream producers, to standardize the production, to be transparent. Want to have a professional middle team, not only understand the enterprise, but also understand the production side. As for enterprises, the demand for implantable marketing is absolutely there, because of the homogenization of marketing, enterprises are eager to appear some new, higher level of marketing methods. In addition, it is important to judge whether the target consumer group of the script matches the target consumer group of the brand. Bullets to hit the target, content and brand target consumer groups highly coincident, the effect of marketing will be good. "The effect of implantable marketing involves media content, product, brand, audience, environment and many other factors, the biggest uncertainty lies in how to measure its impact on the audience." An ANA survey found that more than 20% of advertisers did not even try to find a measure.　　Among advertisers who have tried to find metrics, 56% of advertisers find it difficult to measure the entertainment of the brand. It is understood that some enterprises through the implantation of advertising to stimulate more people to participate in their own organization of the competition or visit their own websites, and then try to participate, the number of visitors to the site as a measure of brand entertainment indicators. In 20th Century Fox produced the program "American Idol" (AmericanIdol), the company's propaganda is very prominent.　　This can be traced through its system to the text information polling numbers, but it cannot track whether the embedded ads directly generate Web site traffic. Industry insiders believe that the effect of a 8-second implanted ad in a television program may be equivalent to a 30-second ad, perhaps even better.　　But to determine what the key factor is, it is a downright subjective judgment. Tao, Vice president of CTR Market Research, said: "At present, we can only establish a complete value evaluation system to quantify the value of implantable advertising, in order to give advertisers a more scientific and accurate use of this new type of marketing tools to provide a basis." From our experience of using Ctrpvi-model (Productplacementvalueindex-model) to evaluate the value of implanted ads in the Lycra I show and the "Flying Silk China Super Model Competition", the infiltration characteristics of implanted ads So that advertising information can not be as traditional advertising through conventional monitoring means to obtain, in addition to the regular program based on basic data, viewing data, but also through the implantation of advertising vision, hearing, situational effects, such as evaluation indicators to reflect the placement of advertising and implantation effect, so as to effectively explain the embedded advertising Return on advertising investment ' and ' brand impact return '. At the same time, a lot of experiments and case assessment experience tells us that there are still some problems that need to be improved in future research. In the pluralistic information age, implantable advertising is undoubtedly a major breakthrough in advertising operation. But only by setting up a comprehensive evaluation system can the further accurateTo observe and measure the effect of the implanted advertisement and provide the basis for the industrial chain, and promote the implantable marketing into a virtuous circle and develop healthily. ”