"Where's daddy Going 2" battle: implanted ads into cannon fodder

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"Where's daddy going 2" copyright storm made the uproar, Archie Art shot: the "Dad 2" in the play of the implanted advertising brand has been blurred treatment, popular saying is called Mosaic. Archie Art will be the star of Yili QQ blur processing, the end of special thanks to some of the Jiangle TV to cut off, the future if the content of copyright video, the mouth, advertising angle ads if not meet the requirements of Archie Arts, it is likely to be clicked or blurred treatment.

Archie, get tough.

The game of content and channel is becoming more and more intense on the Internet. Today's headlines and news sources, the gap between the record company and the player, video sites and video providers between the struggle to stop. Even in the field of scientific and technological media, there are occasional contradictions between the source of the content and the distribution channels such as technology blogs.

With the fast-seeding event, the video copyright has been the focus, the authenticity has become a consensus in the industry, but the fact is that there are still many of the copyright is not clear. For example, 360 through the "video trailer" This Edge and Archie art to rob the "Dad 2" "The first Right", and now the movement of Archie Arts and let people realize that copyright also has a fuzzy area: the right to modify content.

When the law is not clear, if the relevant contract provisions do not provide such an operation, Archie art so the operation is understandable, may be for the user experience, may be for business interests. According to a video practitioner revealed that the music and Archie Art is Hunan satellite TV "Dad 2" network copyright competition, le Vision failed to win. Now, Archie's handling of it appears to be depressing rivals.

Objectively, this is precisely the fight against Hunan TV and 360 film drilling loopholes in the "cooperation" excellent response. Hunan Satellite TV's Mango TV and 360 film and television cooperation, for the original has no network of quality Mango TV exports to provide the ideal source of traffic--360 exploit this loophole, the violation of the propaganda of their own packaging into the "Dad 2" exclusive video platform, the situation so, Hunan satellite TV is not unrelated. Sky-high sponsorship to buy the name, but can not appear in the network end-Archie Art network of more than 100 million users a day, Yili's love can imagine, these pressures, and eventually transformed to Hunan TV. The original simple advertising rights and interests of the differences, which has become more complex.

Content and channel game

The content and the channel game is the eternal topic, in the video industry two systems competition is especially intense.

From the Archie of "implanted advertising" in the fuzzy, content side by channel to take the disadvantage of the throat is already very obvious. In addition, the content side if there is no channel, can only do "one pole" business, in addition to selling copyrights, nothing. and channels to establish long-term contacts with users, the formation of network advertising, content distribution, hardware production and other more sustainable business model.

Hunan Guardian to reclaim the network copyright and give Mango TV to support its own Internet video platform, CCTV will be the World Cup webcast copyright monopoly to support CNTV, traditional content business is strengthening their channels.

Content distribution channels in turn to strengthen their own content, Archie Art invited Gao to join the start studio strategy, Sohu Video launched the "Cock Silk man" and other well-known own content, music and even set up a film company Toupai film, the introduction of Zhang Yimou and other artists. Channel up, self-made content, content downward, strengthen channel. Everyone wants to be king.

Implanted ads into cannon fodder

Data show that last year, film and television production of advertising scale of 36%, an increase of 8%, close to 1 billion yuan scale. The online "Transformers 4" advertising unit price up to 20 million/sec, but still favored, implanted more than 20 Chinese brands. Feng Xiaogang's "private customization" before the release, it realized the profit, relying on the implantation of advertising.

More and more ads in an all-pervasive posture into the video, and some were found by the audience, and some viewers are imperceptibly influenced by imperceptible.

However, implanted ads are being interfered with by video sites. After the video website buys the copyright, the implantation advertisement carries on the processing already is not the love odd art first. "Longmen Biaoju 2" implanted too many ads, was cut by the television network in the white washing powder purchase flow after running, will be "I am singer 2" in the advertisement decisively deleted.

The reason for this is that the owner of the implanted advertisement only reached commercial cooperation with the content manufacturer, and the content manufacturer failed to allocate the benefit reasonably to the channel. The channel faces the user, is responsible for the user experience; On the other hand, the channel is not happy with the content provider's growing advertising cake.

The channel has no direct contract with the implanted advertisers, has the right to adjust the content after the purchase of content copyright, in the consideration of the user experience and business interests balance, the processing of video content is reasonable. This is not a good thing for users, one is a video with a lot of ads implanted, the other is cut off or everywhere is a mosaic of video, I am afraid which is not what users want.

How to break?

1, binding rules issued: In the United States and South Korea, advertising has been introduced norms to balance channels, content and audience interests. China's relevant departments may also introduce policies to constrain the content provider's placement of advertising limits and play to protect the interests of the audience.

2, channels and content to share the cake: If the video has implanted advertising revenue, want to flow out of the channel, the content side needs to be a cup of soup to the channel, may be divided by the number of plays, may be in the royalties within the deduction.

3, advertisers, content and channels of clear authority and responsibility: implanted advertisers do not do the channel and content of the fight, put into the ads, will certainly consider the content can eventually remain the same and the number of agreed to broadcast, and will be linked to the advertising cost settlement. This will give the content quotient pressure to work with the channel.

4, the content is the channel, the channel namely content: The video website is more self-built the content, naturally may invite the advertisement advocate to put on the placement advertisement, but the traditional content provider also starts to establish own channel, this will guarantee to be placed the placement advertisement the broadcast effect.

5, the new technology allows the implantation of advertising to integrate marketing: the implantation of advertising from the brand exposed advertising to interactive effect marketing. With the development of video and image technology, video content search, video contextual search, play screen video, 3D video will allow future video implantation ads to be clicked, touched, scanned, and downloaded, placed or interacted. Amazon's Firefly, for example, can scan the items in the video to make orders.

Summary：

Embedded advertising is the future of advertising trends. In the face of this growing market, advertisers, content producers, content distribution channels and users of the four-man wrestling is on the stage, ultimately, no one will win, but in the free market game into equilibrium.

Author Weibo @ Internet Chiu, micro-letter Supersofter