The industrialization of implant advertising has changed from budding to passionate bloom

Implant placement will serve as the main product promoted by the media to business owners, driving more professional practitioners to participate in the operation, thereby promoting the industrialization of implant placement, just as elevator advertising can be separated from outdoor media to form a brand new media industry. The development of implant advertising industrialization is inevitable for the future development of the advertising industry, because this industrialization enhances the development of China's creative industries and contributes to the innovation and improvement of the media and advertising industries. On the other hand, the industrialization of implant advertising will also help China's film and television industry integrate with the international community, promote the better development of China's film and television industry, and achieve breakthroughs in China's electro-acoustic media.

As a form of advertising, product placement advertising has never been valued by people, and has not been fully applied and promoted. For a long time, it has been only a small dish in brand communication, a supplement to corporate advertising, and occasionally used by business owners. Adoption, unlike TV advertising, outdoor advertising, print advertising, online advertising, etc., is a must-have main course in the brand communication process. But this year's Spring Festival Gala has changed the status quo of product placement advertising, allowing it to appear gracefully, promoting its development from a simple advertising category to a huge advertising industry, and allowing more people to understand it., making it a unique main course in the process of corporate brand communication.

A new era of industrialization

Starting from January 1, 2010, the Measures for the Management of Radio, Film and Television Advertising issued by the State Administration of Radio, Film and Television will be officially implemented. The measures require that the duration of commercial broadcasts per hour for each program of broadcasters should not exceed 12 minutes, and the duration of TV series breaks should not exceed 90 seconds. The compression of hard and wide space is originally the voice of the audience. But for advertisers, it is undoubtedly an unprecedented impact. At the same time, this also caused two contradictions. On the one hand, the advertising cost of business owners increased, and on the other hand, the advertising time choices of business owners decreased. The restrictions on media inserting advertising and the reduction in advertising broadcast by enterprises have forced TV media to provide advertising services to enterprises through embedded advertising, which has created opportunities for the industrialization of embedded advertising.

In the past, product placement was just a by-product of improving the welfare of TV station staff and film producers. It was not valued by business owners, nor did it attract the attention of the public, and there were no professional talents to operate and promote it. However, as mass communication weakens and advertising time is deprived, implant advertising will be the main product promoted by the media to business owners, driving more professional practitioners to participate in the operation, thereby promoting the industrialization of implant advertising, just like elevator advertising can be separated from outdoor media to form a new media industry. In such a communication environment, product placement advertising will inevitably be separated from the big industry of advertising, become an independent industrial chain, become a major tool for business owners 'brands and communication, and be valued and utilized by many business owners.

Statistics show that in 2009, China had become the world's largest producer of TV dramas and the third largest producer of films with an annual production of more than 10,000 TV dramas and more than 400 films. Currently, China only has the market for pay-TV embedded advertising, and its scale is expected to reach US$31 million in 2010. The industrialization of such a big piece of cake has become inevitable, which will inevitably give rise to a large number of professional industry practitioners. Not long ago, I had the honor to come into contact with advertising colleagues from professional implant companies. Judging from their services, implant advertising has basically surpassed TV series and movie shooting, becoming another major source of income for the film and television industry, effectively promoting the development and improvement of the film and television industry.

Impact of industrialization

Good product placement can form a sneak attack on the audience's attention. Because of this, many forward-looking companies are trying to find ways to apply product placement. For example, in 2005, Ford established a special agency company in Hollywood, whose responsibility is to find implantation opportunities for the company's brand. International brands such as Nokia, Motorola, Coca-Cola, and Pepsi also continue to use product placement to promote their brands.

In the long run, the development of implant advertising industrialization is inevitable for the future development of the advertising industry, because this industrialization enhances the development of China's creative industries and contributes to the innovation and improvement of the media and advertising industries.

Because of product placement, advertisers can also talk to customers about the value of art and communicate with consumers in the language of art. Moreover, implant advertising itself emphasizes an artistic quality, which is different from the directness of advertising. Implant advertising requires subtlety and integration into the plot. It emphasizes true appeal and communication, and needs to resonate with the brand and consumers. The industrialization of product placement advertising will help improve the self-cultivation of advertisers and media people on a macro scale, because consumers are disgusted with naked and unartistic product placement advertising. However, after industrialization, this straightforward form of product placement will definitely have no vitality. If consumers don't buy it, companies will definitely not pay the bill, and the media will naturally not work hard. Therefore, only product placement advertising with more artistic appreciation value can have infinite potential.

On the other hand, the industrialization of implant advertising will also help China's film and television industry integrate with the international community, promote the better development of China's film and television industry, and achieve breakthroughs in China's electro-acoustic media.

Because of brand implant sponsors, film, TV, and program producers have more financial security and do not have to worry about raising funds. After the industrialization of implant advertising, we can fully believe that the film has not yet been launched and the program has not been filmed, all funds can be in place, because professional and powerful implant advertising agencies can provide protection for it. This also provides a good creative platform and environment for professional talents such as filmmakers, TV people, and program producers. They can make full use of various high-tech and new technologies to make electro-acoustic media more exciting.

The future of industrialization

1. Formation of the industrial chain

The basic industry chain of implantable advertising will mainly consist of various content production companies such as film and television, video games, etc., advertising agencies and survey companies. Implantable advertising agencies will connect the interests of advertisers and content manufacturers. On the one hand, they will find suitable implantable projects such as film and television dramas, games, etc. for the products or brands they represent, and even participate in certain scenes, plots and lines. design. On the other hand, product placement agencies need to reduce the risk of brand placement. This risk mainly comes from two aspects: first, whether the implanted medium has influence, such as movie box office, program ratings, and game circulation; second, the prediction of the implant effect of the product and brand, such as whether the film style, storyline and character are consistent with the image of the implanted product or brand, and whether it will have negative effects. With the expansion of the scale of the industry, many professional advertising agencies have entered this service field, making the development of the implanted advertising industry chain increasingly mature, its role as a marketing communication tool has been strengthened, and the strategy of implant placement has been strengthened.

2. Formation of a reasonable trading mechanism

Traditional advertising has a set of relatively complete price systems, which can set prices according to the launch time, advertising duration, ratings, etc., while the price formulation of product placement advertising is more complicated. Liu Xingyu, managing director of Huayi Brothers 'entertainment marketing division, admitted when talking about the charging standards for product placement advertising that there is no clear charging standards. However, the joining of world-renowned advertising groups and survey companies will promote the entire industry chain to become increasingly complete, with transaction-driven shifts to advertisers, and the transaction mechanism shifts from relational transactions to contract transactions. Various contracts will be used to standardize the pricing of embedded advertising and establish a reasonable transaction mechanism.

3. Formation of the effect evaluation system

The silent nature of implantable advertising makes its advertising effect difficult to obtain through conventional monitoring methods. In addition to combining regular program basic data and viewing data to evaluate the effectiveness of product placement, we must also evaluate the specific implanted film and television works, placement methods, exposure times, total duration, and whether there is special effect performance. Evaluation indicators reflect the implant effect of the advertisement. Quantifying the above influencing factors and effect factors into an operable system and establishing a complete value evaluation system are necessary conditions for the implant advertising industry to mature.