In 2009, the output value of implanted disruptive advertising exceeded 1 billion yuan

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according to the report of CCTV-Sophie Media Research Company, in just over a year, the output value of product placement in China's variety entertainment programs has reached nea...

according to the report of CCTV-Sophie Media Research Company, in just over a year, the output value of product placement in China's variety entertainment programs has reached nearly 1 billion yuan, and the integrated marketing of product placement in TV programs is affecting the new development of TV programs.

what else can advertising do?

Today's consumers are increasingly complaining that life is surrounded by advertising: viewers in front of the TV use remote controls to jump channels during commercial time, PVR recording devices such as TiVo and ReplayTV are invented to automatically skip ads to record TV content, and pay-TV is becoming more and more accepted because advertisers are unable to broadcast ads on this increasingly active carrier.

However, the shrewd media people have found a marketing method that the audience can not avoid but is willing to accept, not only saving the declining TV media, but also in movies and TV dramas and online games. Brand promotion and commodity marketing are carried out in a smarter way.

do it wisely and effectively & mdash;— is a product placement that integrates advertising into content.

TV advertisement savior

& ldquo; I once saw a TV show in which the whole story revolves around a bracelet called & lsquo; immutable Eternity & rsquo;, which is fictional and & lsquo; immutable Eternity & rsquo; is the brand of some jewelry. In the end, viewers of this TV series can look forward to the constant eternity of lsquo;-rsquo; before they can see the product. Li Chuangfu, vice president of rdquo; Kailo Media Marketing case Communication, recalled happily that in his view, TV dramas naturally have the characteristics of perfect integration of goods and plots.

the best proof of the market power of product placement is Reality Show. The two seem to be a perfect match, with three stakeholders from television stations to advertisers and media companies grinning from ear to ear.

whether it's "Survivor" in the United States, or "Super Girl" and "my Show" in China, Reality Show programs that are popular all over the world are accompanied by product placement.

in 2006 from "come on!" Ldquo; Media Group (hereinafter referred to as & Shanghai Wenguang & rdquo;), which has both fame and fortune in the new and old Reality Show programs "Hero" and "my Show", is determined to launch six large-scale Reality Show programs in 2007, ranging from entertainment and business to sports and education. Wenguang also made it clear that there will be more organic integration and mutual promotion with advertisements in the production of program content.

Li Chuangfu believes that product placement is undoubtedly a new growth point of TV revenue and a manifestation of diversified marketing techniques. Not only large-scale programs, TV product placement can bring sustained growth of income for TV media.

in the United States, the chairman of CBS also predicted: & ldquo; 75% of the funding for TV dramas from major US television networks will come from product placement. & rdquo;

infiltrate movies and games

of course, product placement is nothing new. When people talk about the origin of product placement, they always mention the BMW that first appeared on the screen with the heroic and flirtatious James & middot; Bond in the James Bond movie. It is the commercial Hollywood that has turned product placement into a business model.

for example, in the True Story of Forrest Gump, there is a classic line: & one of the most beautiful things ldquo; sees the President of the United States is to drink freely & lsquo; Pengquan & rsquo; soda. & rdquo;

in January 2005, Ford also set up a special agency in Hollywood, which is responsible for finding opportunities for the company's brand implantation.

product placement has also been widely used in the Chinese film industry in 2005, and has become another important source of income in addition to the box office. The pure product placement revenue in "No Thieves in the World" alone reached 40 million yuan. A previous "mobile phone" also implanted Motorola's ringtone and logo-ldquo;-rdquo; into the audience's impression.

and a survey by Nielsen Media Research also reveals another huge market for product placement & mdash;— online games. According to the data, in 2004, global advertising for young people spent $8 billion, of which only $200m was invested in product placement. With the popularity of broadband, this figure is likely to increase to $1 billion by 2008.

in China, an online game called "Street Basketball" also introduces real products into the player experience and promotes the products in the form of game props. In addition, the detailed data of the virtual sales of each product can be collected in the virtual sales process of the game, which can be used as an important reference for marketing in the real environment. Coca-Cola and Nike are the advertisers of this online game.

do effectively

the value of product placement in the United States rose from $17.4 million in 1974 to $3.5 billion last year, according to market research firm PQ Media. PQ Media says that figure could reach nearly $7 billion by 2009.

and brands like Procter & Gamble have begun to cut budgets for direct TV advertising around the world and spend more on placement ads.

although product placement has won plaudits, advertisers and advertisers still want to know what kind of placement is effective and how to evaluate its effectiveness.

simple and inappropriate implants are likely to be counterproductive.

in an online game in the United States, a chip company and a fast food giant persuaded game operators to implant their products in the game process, causing a lot of dissatisfaction.

on the website set up by players, someone called on to protest in front of those virtual fast food restaurants, pretending to vomit or faint after eating fast food. Some disgruntled players also set up their own virtual fast food restaurants and promoted the low quality of online food to other players in the name of the fast food giant.

& ldquo; fully integrates some aspects of a product or brand into its content and naturally expresses it, that is, successful implantation. & rdquo; Li Chuangfu believes that not all products and brands are suitable for product placement and should be implanted strategically according to the characteristics of specific products and media content.

On the other hand, the evaluation system of product placement, which arises at the historic moment, is also providing advertisers with an evaluation of the value of product placement.

PVI-Model (Product Placement Value Index-Model) created by CTR Market Research Media Intelligence News is used to monitor and evaluate the brand exposure in the program, including the exposure type, starting time and duration of various brand exposures or physical products.

Nielsen Media Research announced that it will launch a similar ldquo; usage & rdquo; statistics for video games in the middle of next year to further tap the advertising media value of video games.

where else will product placement appear? From the traditional newspaper to the emerging mobile TV, the media contact point of consumers is the place where product placement lives, and the key is to do it wisely and effectively.

related links

product placement refers to the strategic integration of the product or brand and its representative visual symbols and even service content into the content of movies, TV dramas or TV programs, through the reproduction of the scene, let the audience leave an impression on the product and brand, and then achieve the purpose of marketing. Product placement is not only used in movies and television, but also implanted by & ldquo; & rdquo; in various media, newspapers, magazines, online games, mobile phone text messages, and even novels.