Analysis of the social implantation advertisement

Absrtact: I hate ads, and most of the time when I meet a TV ad, I always pick up the remote and switch to another channel. But there are times when I'm willing to read a piece of advertising like Nike. Nike advertising is unique in that when most

I hate ads, and most of the time when I come across TV commercials, I always pick up the remote and switch to other channels. But there are times when I'm willing to read a piece of advertising like Nike.

What distinguishes Nike's advertising is that when most ads use a few 10 seconds to boast as much as possible about the appearance and performance of a product, Nike takes a few 10 seconds to perform a good short film that only shows Nike's logo and slogan:just do it at the end of the short film.

This kind of ad if you don't see the end, you don't even know what the ad is, but the magic is that such ads may attract you to see the last. The high level of advertising is to not let the audience tired, but to attract them to willingly see the last, at this point Nike undoubtedly did the best. Nike's ads do not feel like a traditional advertisement, but rather an implantable ad-putting their product and brand information into a short film.

Of course the Nike ads are not really implantable ads, the real implant ads are.

This episode is a shot in the movie "Transformers 3", and I remember a burst of laughter from the theater when I was in the movie. Some of the audience, though slightly grumbling, did not have much to dislike, as the implantable ad did not interrupt the original rhythm of the film.

Implantable ads have been popular in recent years for their concealment and non-disruptive nature, but good and bad implantable ads are different. For example, the Spring Festival evening Show, 2009 sketch "new Features" in the four special wine implanted ads can be said to be wonderful ("Tuesday drink Erguotou, Friday drink Wuliangye, Saturday drink Gold six blessing, then, Thursday?" You can drink four special wine. , and the 2011 Zhao Benshan sketch "You at the same table" Chinese cellar implanted ads were criticized by the public.

A good implant advertising can be as "smooth and silent" generally neither interrupt the audience, and make the product or brand to impress the audience, and the bad placement of advertising is blunt, far-fetched, so that the audience disgusted.

The traditional implantable advertisement is widely used in the media of film, TV and entertainment, and the advent of the social media era makes the implanted advertisement have a wider space to play.

Analysis of the social implantation advertisement

2012 Bird Uncle's Jiangnan style swept the world, if I tell you a secret: Uncle Bird's MV In fact implanted a product-ray sunglasses, you will not be surprised?

Don't worry, actually I'm just joking, oh no, for example, if Uncle Bird's Jiangnan style really implanted sunglasses or the race course ads, you will not like? At least I still like, because Jiangnan style itself is a favorite MV, and these two implanted ads did not affect my watch this mv. On the contrary, I may also go to investigate: so the type of sunglasses in the end is what brand (I just Baidu under the bird Uncle Sunglasses, information is so big AH)?

This June, the last episode of "100,000 Cold Jokes" was staged on the web, and I browsed through a few episodes and found that there were a lot of implanted ads in the series, but most of the people who had seen it didn't blame it. The reason is also two, one is that this is a series of very good anime, its excellent to reduce the audience's tolerance of implanted ads; The second is that the implanted ads do not interrupt the audience's viewing rhythm.

Through the above two examples of implanted ads, we can find that social media is characterized by the user likes to spread good content, good stories, rather than advertising. This feature enables the spread of embedded advertising with good content to drive the spread of brands or products.

Thai pesticide ads and the Vietnam Tickle Dance

Recently, there are two ads on the internet are very hot, one is known as the history of the most unscrupulous Thai pesticide ads. The content of this advertisement is three beautiful women in a field of farmland farmers in front of the Hot Dance, the last three beauty suddenly turned into pesticides, appeared advertising. Advertisements are forwarded in large quantities as a result of a movie that is implicitly informative.

Another advertisement is known as the destruction of the three-view of the Vietnam Divine Comedy Itch Dance, as the name suggests, the content of the advertisement is a Vietnamese boy in the circumstances of the itching dance, dance until the end of the skin Kang Wang ads. The advertisement is widely disseminated because of its parody of South style and bad taste.

These two ads are like the Nike ads at the beginning of the article (of course the tone is different), they are not really implanted ads, but they also have the characteristics of implanted ads, they are a lot of stories (the itch dance If you do not see the end you will think is a parody of the Jiangnan style of micro-video) A small number of ads, And the ads don't affect viewers ' viewing of the video, which is like inserting ads into the video.

In general, the two ads are social ads based on the idea of implanted ads, which is why these two ads are hot.

How to do implantable advertising in the age of social media

In the age of social media, brand or product is more suitable than the traditional media age for the implantation of advertising, then how to achieve better results?

1. The first step is to provide quality content. Do the embedded advertising is to provide quality content based on the basis for advertising to be disseminated, the first need to allow content to be disseminated, and viewers often have high-quality content of the implanted ads have a high degree of tolerance. If "100,000 cold jokes" is not an excellent anime, then there is no point in the placement of ads inside.

2. Deep content shallow advertisement. In social media, do not expect netizens to actively disseminate a traditional advertising, netizens like to spread a good story, good content. To make good content, to downplay advertising rather than to highlight advertising is the key to the spread of social advertising. If the Vietnam Itch dance 2 minutes have 1 minute more than 50 seconds is simple advertisement, that is afraid no netizen will spread.

3. No interruption of the implanted advertisement. The most important purpose of implantable advertising is to spread the brand or product without interrupting the audience, and if there is a large and repeated emphasis on the implanted brand or product in the implanted content, then the advertising method is to put the cart before the horse, and the result of interrupting the audience will inevitably lead to audience dissatisfaction.

In the era of social media, implanted ads will appear more and more, but can cause everyone to actively forward and achieve "smooth and quiet" state of the implantation of advertising is not much, the road of social placement of advertising is still a long way to do.