Big Data Achievement "life needs to debunk"

Online 4 days, microblogging and other social platforms, the highest one-day reference volume has broken million, the first domestic debunk drama "life needs to debunk" is a video site original drama, evolved into a wave of people to debunk the tipping point. "Cross-year, Valentine's Day, Singles Day, these special festivals, many people are keen on the internet to share their feelings," life needs to expose "the target user group is this group on the social platform is very active group of people. Archie, dean of the Institute of Art data, Ge Gengzhi said "life needs to debunk" can be in the social platform is very hot, on the one hand benefited from its professional film and television production team, another very important factor is in the theme choice, target audience positioning and on-line time, marketing and other links, Archie Arts are analyzed in the data of the pre-sentence.

The sense of capital is keen but blind, so it is necessary to rely on the data to obtain a more in-depth and objective perspective, and to help decision-making better, while possessing the visual angle of production, investment and marketing of traditional film and TV dramas. The idea of the Archie of the content is mainly from three aspects, one is aimed at the choice of the theme of the Archie, the second is the analysis of the match between the Director, the writer and the actor, and the third is the time of the play and the analysis of the marketing promotion technique.

Prediction and insight into accurate film and television theme selection

Romance, ancient costume, spy war genre drama in the Archie 2013 TOP100 TV play in the volume accounted for more than 50%, which for the Archie Arts 2014 years of the first original episode to determine the subject matter to provide an important data reference. "Life needs to debunk" as the first domestic debunk drama, its writers and shooting techniques mainly from the romance, espionage war and the palace bucket type of film and television drama style of combination, the story contains suspense plot and sense of humour.

"Archie of the TOP100 TV drama theme classification

"Life needs to debunk" before the subject selection and script revision, in addition to the station in the broadcast data, but also the hot topic of geographical distribution data into the decision-making dimension. BEIJING, Guangdong, Zhejiang, Jiangsu, Shandong, Shanghai and other one or two-line city users, every day in the Archie Art produced a large number of playback and interactive sharing behavior, shooting a focus on their lives of the original drama can not only ensure good customer focus on the basis, but also bring a very good topic spread.

User characteristics outline youth groups into the main audience

From the Archie of the target crowd of age, and Baidu data show the actual audience age composition, "life needs to debunk" of the audience Basic and Archie art prediction match. "Life needs to debunk" mainstream audience to 20-29-year-old young people mainly, and male users accounted for more than 60%.

"Life needs to debunk-audience age and gender composition distribution"

In "Life needs to debunk" audience, although female users accounted for less than 50%, but their comments, sharing, communication awareness is significantly stronger than male users. It can be said that the "life needs to debunk" male audience is constantly creating a rise in demand, and young female viewers became the Archie Art of the original series of active participants and topic manufacturers.

User demand map to debunk target population topic

and video-Homemade content is "funny" "exaggerated" "network" and other keywords surrounded by different situations, "life sentiment", "Life Planning", "classic", "How to" ... These keywords together constitute the "life needs to debunk" user groups most concerned about the topic picture.

"Life needs to debunk-user demand map"

"Life needs to debunk" from the beginning of the project, that is, positioning in the "life wound paste, emotional anti-inflammatory drugs" to explore the arts and youth, urban white-collar, old love, Junior, Loser Dog, the best and strange people of these urban men and women of all kinds of emotional entanglements. And the show on the line after the user's evaluation also confirms its different from the other network play positioning, The cure of the show in life and emotional issues of observation and discussion, is rapidly gathering a group of young, to live to talk about the needs of urban fans.

User characteristics Cing Video Implant Marketing

"A lot of advertisers have come to us to discuss the possibility of cooperation, but we've picked up a couple of lists that match the temperament of the show," he said. "The producer Dai often mentions" the life needs to expose "to be very proud to say," The life needs to expose "this drama has already withdrawn the production cost in advance, and the implantation special nature, did not change the script because of the advertisement demand. Dai mouth temperament is very consistent with the advertisers are coming from the screening of large data.

"Life needs to debunk-user interest map"

According to the data published by Archie Art Data Research Institute, the video users who are interested in "life need to debunk", as well as the director "Wang Yuelen", actor "Zhang" fan group, more attention to foreign languages, mid-range cars, tourism, investment and entrepreneurship, and so "life needs to debunk" In the investment period on the target advertisers locked in the electronic products, functional beverages, automobiles, electricity and other fields, and attracted the commander-in-chief of electrical appliances, Red Bull, Shanghai Volkswagen, such as first-line brand advertisers, to achieve advertising and plot implantation of the depth of cooperation.

"Every TV station has a different position, some TV stations will be very fire, but some TV show Youth Idol will be better." For Archie, we do original drama rallies to analyze what our user groups are, and then look at what they are interested in based on their viewing data. Select the director and actor after selecting the subject matter, so users should be more receptive. After the show is online we will further monitor user feedback and comment interactions, and data applications have formed a mature two-way feedback process in Archie art. "Archie Art CTO Tang Xing said, Big Data application is letting Archie art unceasingly deepen to the user, to the content, to own operation system and to The advertiser's understanding."