Benefits and risks of product placement advertising spend a small amount of money and use a gentle knife

Money! Money! Money! Brands fall in love with product placement simply because it can bring better publicity, allow more people to buy their products, and then make more money. Television stations fall in love with product placement because of the revenue they bring. The madness of product placement advertising in the Spring Festival Gala is nothing more than money. Many advertisers told reporters that product placement advertising is equivalent to a new field opened up by TV stations and a new advertising section that can be sold to customers. ldquo; With more channels to make money, of course, everyone enjoys it. Through interviews, our reporter uncovered the interest chain of this emerging advertising platform and saw how every link counts money and hands cramp.

[Popular]

Cheap publicity is popular

Because it is a relatively new form, many customers are willing to give it a try. rdquo; This is what senior advertiser Mr. Lin told reporters yesterday. In this regard, Zhang Xin from the advertising department of SVA also gave the same answer. She revealed that many customers are now unwilling to make advertisements very commercial and hard, but prefer to implant their products into TV dramas, which can create topics and guide popularity. In fact, this is equivalent to an implanted situation, which is easier to bring good impression to the audience. rdquo; Zhang Xin said frankly that this can be said to be a cheaper kind of publicity, but it can achieve better results." ldquo; Think about it, in general advertisements, the audience always feels that there is some exaggeration and exaggeration in it. For example, there is actually not such a large piece of beef in instant noodles, and the audience will always feel that the advertisement is deceptive. But if it is implanted in a TV series and becomes the same item used by the protagonist, it will be even more convincing. rdquo;

At the same time, this better effect only requires a lower cost. Mr. Lin told reporters that hard advertisements on general TV stations are sold by the second. Some cost millions or even tens of millions in five or ten seconds. However, after becoming an implant advertisement, the time may be more than ten times longer. The appearance rate is higher, but the price may be cheaper than hard advertisements. rdquo; Because of its low price and good publicity, product placement advertising has become popular in the advertising industry and has gradually become a new favorite. However, Mr. Lin also pointed out that there is a problem with product placement advertising. Although hard advertising costs a lot, it has the right to speak and can ask for how to say the slogan at will. However, product placement does not work. It must depend on the skills and level of the screenwriter. If you casually add lines of the nature of the advertising nature, the audience will definitely not buy it. rdquo;

[Scale]

One-tenth of the total investment is more appropriate

Everyone knows that advertising makes money, and we also know that product placement is easy and profitable, but how much revenue can product placement bring? Assuming that a TV series invests 10 million yuan, Hairun's Zhao Zhijiang believes that it is reasonable to have one to two million yuan for general product placement advertisements. If the placement is very appropriate and the effect is very good, it can reach three to five million yuan. Producer Zhong Lifang cited the work "Being Close to You Warm Me" by Pony Benteng Film and Television Group two years ago as an example. At that time, the price of product placement in the film was 1 million yuan. In other words, industry insiders believe that the revenue from advertising placement should be one-tenth of the investment in the entire film and television drama. Take Feng Xiaogang's "If You Are the One" investment of 70 million yuan, his advertising placement is close to 10 million yuan.

Advertising brings huge benefits, and product placement advertising is one of the diverse benefits. How should this account be divided? In this regard, Zhong Lifang of Pony Benteng said that currently, product placement advertising has not been divided into this category, and the package price is still used. Zhao Zhijiang revealed that if it is a customized drama, the producer and the broadcaster will divide it into 40 to 60 points, or 50 to 50 points. However, if it is a TV series produced in a traditional mode, the advertising revenue basically belongs to the producer. However, industry insiders have also pointed out that it is definitely unreasonable for producers to make a lot of money from product placement. Only if there are constraints can there be progress. The three sides of screenwriters, producers, and TV stations stand together, and the three parties share the money is a more reasonable model. rdquo;

[Risk]

If the manufacturer is dissatisfied, he may refuse to pay the final payment

In "Let's Watch the Meteor Shower", the most successful product placement advertisement was Fragrant Milk Tea, and the advertising effect was quite good. The brand began to cooperate with Hunan TV when its sales volume was only 20 million yuan. So far, Hunan TV's advertising revenue has reached more than 2 billion yuan, and Fragrance's sales have exceeded 2 billion yuan. The reporter found that this is also the only brand that runs through the first and second parts of "Let's Watch Meteor Shower". Screenwriter Wang Hailin revealed that the brand has also been implanted in the second part of "Meteor Shower" currently under filming. Currently, the filming of the second part of the show is going very smoothly, and the fragrance is still an important part of the plot.

Advertising placement is a very complicated matter and it is not easy to succeed.& rdquo; Wang Hailin said frankly, but this is a very important new growth point for the industry, and we must try." rdquo; At the same time, he emphasized that making money is the second priority, and exploring this new model is the first priority. How much economic benefits has product placement brought to "Let's Watch Meteor Shower"? Its advertising department is still in the process of checking out and no specific figures have been released yet. But what makes Wang Hailin very happy is that, according to his understanding, the drama "Let's Go to the Meteor Shower" is currently the only drama in China that has made money from product placement advertisements, and it has not happened after it was broadcast like some dramas on other stations. The manufacturer was dissatisfied and asked for a refund. He revealed that although many TV dramas have included advertisements, the end result is that the advertisers are dissatisfied and ask for refunds. In this way, they not only disgust the audience, but also fail to make money. It is really a steal but not a waste. Because manufacturers always set a mantissa when signing an advertising placement contract. This mantissa is paid after the broadcast based on the ratings and whether the expected results have been achieved. If the situation is not good, the manufacturer has the right not to pay the money, and this mantissa may account for about 30% of the total. As for which dramas were refunded, Wang Hailin revealed that several TV stations such as Anhui, Zhejiang and Dragon TV all had the same experience.