The "sexy" mode of the media: Enter the network custom play

Feng Works "Aftershock of the earthquake" aggressively also let Zoomlion followed the scenery of a. Zoomlion Excavator in the film after the earthquake rescue, played a "heavy responsibility."

In fact, this is a combination of run the media "matchmaking" ads.

He-run media is a film and television from the beginning of the introduction of advertising third-party companies, at present, its business is also involved in brand content integration marketing (offline promotion) and brand content PR (film and television drama Promotion) two parts, and film and television drama implanted advertising for its contribution to the majority of the income.

September 2009, Shenzhen Investment Co., Ltd. (hereinafter referred to as the same Granville venture capital) to the United Run media investment of 20 million yuan, August 2010, with Granville Venture and joint Shenzhen Gottia, Kai morning, and so on to invest 60 million yuan.

As the investment manager of Giacometti, he initially found that the media was in the first half of 2009. In Giacometti's eyes, the project is "very sexy".

Since the economic crisis, companies such as "Media" and "advertising" have become increasingly "less sexy" to VC/PE.

Today, the audience effect of the wave of outdoor new media, either the stock price "warm swallow water", or, in the public outside the door after the pain of madness, or even dying.

So, what makes people curious is why they are doing the opposite. Or, where is the sexy media?

Where does sexy come from?

Implantable advertising is not new in China.

According to CTR, Vice president of market Research Tao, 2009, China's market size of implantable advertising is about 2 billion yuan, the market in order to 40%~50% the pace of growth.

In fact, the company is engaged in these several businesses, the traditional advertising agencies are also in sporadic involved, and only attached to the Chinese film, China and other pieces of the large and small advertising agencies are difficult to count their number.

"We are to do brand content marketing," Wang Yifei Media president, repeatedly stressed that the implantation of advertising is only a part of the brand content marketing.

But what are the essential differences between the company and the traditional advertising agency?

Giacometti's answer is that "there is little difference in nature".

But bullish on the TMT industry in the same venture, so far "has not found a better team than the run", "they focus on a subdivision area, but also the first batch of do."

In 2005, Wang Yifei, a senior executive at the advertising department of Phoenix TV, spent the next year in the United States watching the new direction of the advertising industry.

During this time, he came across a new vocabulary: Brand content Marketing (branded content marketing,bcm), that is, the content of the program (movies, TV, television programs, network video, etc.) as the carrier, the product brand and these content combination, and supplemented by a set of marketing programs, Carried out all-round, three-dimensional marketing.

In the United States, about 70% of a TV show's revenue comes from the market for branded content marketing outside the box office. But in China, TV producers still have to live off the money they sell, and they need to expand their sources of income.

Wang Yifei that the core of channel competition is content, so he decided to do BCM in China's forerunner.

2007, when the Phoenix satellite TV advertising vice president of the Anissa also "lightning Leave", and Wang Yifei together to establish a run media.

In the first year, Wang Yifei personally "run the business", "with the cast."

Perhaps you still remember Zhaobaogang director of "My Youth who Master" a play, which Kappa implanted ads is the "first".

But the project didn't make money.

Summed up the reason is: The script is not professional, the cast is not familiar with the commitment to the customer did not do.

Later, Wang Yifei began to recruit some people with the professional background of play, China editor or director, and formed the BC analyst team. At present, the team has more than 20 people.

BC Analyst to do is, according to the script, as far as possible without changing the structure of the script on the basis of evaluate the value-added commercial space and recommend it to the customer; When the customer has the intention, the BC analyst then according to their request, writes the commercial script, after, in the film filming process, also by them is responsible for with The Advertiser, the producer, the screenwriter, Director and other parties to communicate, to ensure the smooth implementation of customer requirements.

Not only "BC Analyst" is the "first" of the Run, in 2007, he also launched the "13 evaluation system", "Price system" and "Testing evaluation system", and share in the industry.

In the eyes of a former advertiser, it is not impossible for others to copy, but at this stage, who has a professional team, who has in-depth experience in the industry, who has the system standards and funding? "And this is the first-run advantage."

But, in fact, for the model of the run, it was not without doubt at the internal symposium of the same venture.

For example, every project of the media, the income recovery period will be one year, or even longer. Is it too long?

Brand Content marketing Platform

Wang Yifei says these problems, they're using platform-operated patterns to try to circumvent it.

He-run media in building a brand content marketing platform. This platform is connected to upstream slice resources and downstream customer resources.

As of 2009, the platform has been with 160 upstream of the film and television companies, as well as Hunan satellite TV, Jiangsu TV and other TV station gold program set up a cooperative relationship, and the downstream 4A advertising company formed a coalition.

Get the film and television company's script, the BC analyst team will be based on the film's choreographer lineup and other 13 indicators to evaluate, evaluation of qualified projects, run will be the exclusive purchase of their advertising agency rights, or cooperation with others to operate.

Wang Yifei said that the number of projects run this year amounted to 50-60, and the exclusive buyout of 20-30.

"When the sample comes to a certain number, it becomes a normal platform," Wang Yifei, who believes that, similarly, when there are several films that can be fully recovered each month, the money can be rolled up.

And this platform to build, need "capital + resources" of the combination.

Investment and run, with Granville venture is mainly to value its founder in the advertising industry influence.

As chairman of the Anissa, 1997, she joined the Phoenix, but also served as the head of the Phoenix Central region, with more than 10 years of television advertising media sales experience.

Wang Yifei successive Phoenix satellite TV more than the company president, general Manager position, but also served as Vice president of Sunshine Satellite TV, responsible for advertising marketing, brand communication and other business.

Now, two people in charge of the two parts of the platform, Anissa is committed to the mature film and television play brand content marketing, Wang Yifei began to operate a set standard brand content marketing new business.

Founded 3 years, the run has been fencing the "together to see the meteor shower", "Dianxiang and Anna", "Country Love Story", "eldest brother's happiness" and other dozens of film and television dramas implanted ads, to achieve annual turnover of billion.

Enter the network custom play

Even so, the smooth platform still faces limitations.

For example, the Chinese film, Huayi, Poly Bo-na and other well-known films have their own subsidiaries in charge of advertising sales of film and television dramas.

For such a film side, Wang Yifei also said, "just to participate in my platform, but not the entire right to sell me exclusive, even if sold to me, is also sky-high, we will not exclusive to operate."

"When they can do a certain scale, they can consider reaching upstream and downstream," Giacometti said.

In fact, before the first round of financing, he had a similar plan: to enter the Internet, and from the custom play began.

For advertisers, a custom play is a more exclusive form of advertising than an implanted ad. "Sly", "women wearing Prada" are the typical custom play.

There have been some attempts at home, but DMG once investors, Gobi investment partner Cao Jiatai told reporters, "The key is to find a good, appropriate script."

Wang Yifei to do, still play the role of a smooth platform, with the help of a number of directors, the writer's resources, and downstream customers jointly develop custom play, and mainly in the network, mobile phones and other new media broadcast. Run the second round of 60 million yuan of financing, the main purpose is this.

Unlike DMG, however, it does not have a platform to play, and it also needs to find a broadcast platform for the custom play.

Wang Yifei hopes to cooperate with all the websites, including video sites, video portals, portal videos, and even software-class video sites like Thunder.

This April, Youku and the Chinese film Group announced the strategic partnership, the content of the cooperation between the two sides involved in the script creative planning, film production shooting, joint distribution and so on. 2010, the two sides will jointly invest more than tens of millions of dollars.

In May 2010, Tudou also announced the launch of the "Orange Box" homemade drama program.

"With the video site, and they are a competitive and cooperative relationship", Giacometti analysis, at this stage, the video site may be willing to cooperate, but, in the medium and long term, may be in the strategic competition.