Internet marketing inspired by the placement of TV ads

When you watch any TV show, you see far more than just a variety of jokes and you'll see the location of the ad. There is no doubt about that. This kind of TV series perfectly integrates the advertisement product into the plot.

Whether you accept the idea or not, you have to admit that it does contain some very creative practices. These products no longer simply serve as a background, but rather as part of the content. Remember the Coca-Cola Cup that was everywhere on the talent show "American Idol"? So far, the beverage brand has held several games, inviting viewers to design a "jury cup" to see the next time on the "American Idol" scene.

From the marketing point of view, through a certain related situation to show the product's function and value is a very good way of publicity, can hardly find a better way of publicity. This is especially true when the program has a common target audience with the brand, and it can present the product directly to existing followers and loyal fans. If the brand can also attract audiences, the expected advertising effect of this approach is fully achieved.

Australia's recent survey of the location of advertising products in television shows that it does have a profound impact on consumers, especially their buying habits. The survey found that 66% of consumers said there were too many implanted advertising positions on television, and 94% said their purchases were already affected by the products they saw. And 60% of consumers will buy the product when they see it on TV.

So, what happens if these consumers find that there is a location on the Web page for this advertising product? Brands may be able to influence viewers ' consumer decisions through small screens, but can their brand image be extended online? Does the brand give enough rewards to consumers who follow a brand from a TV program to a website? is the integration of the offline and television programs related to online integration?

This is a dilemma that is not entirely controlled by marketers. What kind of content will be displayed on the website that is related to the program, but also be influenced by publisher negotiation, advertising inventory, available ideas and countless other factors. You may not have as much control over media advertising as you think, but that doesn't mean you can't control it with a shrewd strategy, and it doesn't mean you can't achieve your goals.

"Project Runway" with Intel and HP Network cooperation

In Lifetime's project "Project Runway", the rules of the game are to require contestants to use only the equipment they buy from a particular store, and they cannot design a room with too many high-tech elements. For more than three years, the reality show has been working with Intel and HP. These two brands are responsible for providing the appropriate technology to facilitate and stimulate creativity in the design process of the contestants. Earlier, for example, the program asked designers this season to use related products to challenge themselves, create their own looms and movies, and create a video to match the final fashion show.

In this activity, the product has played a significant role. On the Internet, in addition to encouraging consumers to trade, the two brands have also joined hands to educate consumers, further deepening their brand influence. Although the banner ads for the competition appear below the mylifetime.com navigation bar, the entire page looks more like one of the brand's sites. To turn off ads include: Banner ads featuring product features, and all HP product specials directly linked to HP's online store.

Inspiration: Use consumers ' online access to push them further toward the shopping platform.

"Speed Ahead", Travelocity and chocolate fusion

With attractive travel rewards and advertising, the online travel company Travelocity's "Amazing Race" reality show is once again in the world. But in this time of the relevant brand cooperation, there is nothing more memorable than the brand's mascot, because the mascot is made entirely of chocolate. According to a study by Nielsen, a market research institute, in terms of the recall effect of the advertising product position on the brand, the program asked the contestants to use chocolate to create a Travelocity land idol, which was rated as the most reminiscent of the month's TV advertising position.

I can't say in this case, how much chocolate has played a role in resonating with consumers, but it is certain that the fact that the mascot of the land deity is distinctive is of great influence. After all, the second most brand-recalling activity is Sprint's "Survivor: Redemption Island" program. This is another example of the perfect integration of a brand and product.

Inspiration: Product location should be eye-catching. Perhaps consumers may say that they prefer a more subtle advertising product location, but it is right to be generous and articulate, and more likely to stick with it.

(Original: October 6, 2011, compiled: Zeng Cui)