Analysis: Where will product placement operations in Europe and America go in 2010

Media fragmentation has enriched the carrier of advertising placement, and the bundling of the film and television industry and advertising placement has long become the most important operating model in the United States.

     Michael Wiles from Arizona State University recently studied 126 product placements in 24 films. There are strict standards for the selection of the movie. First, the movie must earn $20 million in revenue during its first week of release; second, the ads placed in it must be visually or acoustically available to the audience. The stock price of all advertising brands that meet these two conditions has an upward trend, with an average increase of 0.89%. However, advertisements placed in pornographic and violent videos can cause stocks to fall. However, according to statistics from the US "Brand Channel", the importance of movies, as the most important carrier of product placement, is weakening. In 2008, Ford, Apple, and Mercedes-Benz ranked among the top three in film implants throughout the year, with 22, 20 and 13 implants respectively. In 2009, Apple ranked highest, with only 18 placements, while Ford, which previously ranked first, had only 13 ad placements. Media fragmentation has gradually given way to the dominant position of traditional media to emerging media represented by the Internet. Many companies have begun to explore marketing opportunities on Social networks and online videos. Coca-Cola has created a fan page on Facebook, and all information about Coca-Cola is implanted in text or videos on the page. The chairman of the Coca-Cola Company can directly understand consumer trends without leaving home. Transition from scene-based placement to marketing-based placement Today's advertising placement is not as simple as just putting a can of coke on the counter.& rdquo;Carusa National Broadcasting Director Andy Donchin said it's about how to integrate your product into a Show. rdquo; In June 2009, at a graduation ceremony at Alexander Milton High School in Los Angeles, 18-year-old Meshy publicly confessed to a boy: I love you, Miller. The audience was a sensation. A few days later, Meshi received a check for $1800. The riot caused by Meshy's confession was actually orchestrated by 20th Century Fox Films, which is only two miles away from Milton High School. It turns out that Fox is working hard to create the romantic love film "I Love You, Cooper", which opens with the male protagonist confessing his love to the girl at the graduation ceremony. Before the official release of the film, Fox intended to make the story appear in real life, so he not only hired Meshy, but also planned to hype the video on the Internet, which has become a new method of embedded marketing for Hollywood films.