There is a flood of advertisements in creativity, only the lack of creativity.

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Whether it is costume drama or modern drama, the most creative ads are Internet financial and financial applications. However, in almost all episodes, advertisements are inserted in creative ideas such as "flowering time" and "brain time" in the middle of the broadcast.

in the recent TV drama market, excellent works appear frequently. However, in almost all episodes, advertisements are inserted in creative ideas such as "flowering time" and "brain time" in the middle of the broadcast.

original title: no matter costume dramas or modern dramas, almost half of them have Internet financial and financial application advertisements

creative advertisements are rampant, but lack of creativity

recent TV series market, excellent works appear frequently. Whether it is Sun Li's costume drama "the full Moon in that year" or Pan Yueming's suspense detective drama "White Night", it has been recognized by the audience with high quality. However, in almost all episodes, advertisements are inserted in creative ideas such as "flowering time" and "brain time" in the middle of the broadcast. Whether it is costume drama or modern drama, the most creative ads are Internet financial and financial applications. When a character in a costume opens an Internet loan APP and says "easy in a minute", the audience can't come up with a play, which is really hard.

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Price soars

it has increased more than tenfold in just two years

with the popularity of online dramas in the past two years, a large number of creative advertisements have appeared. The online drama "Dark Man 2" in 2015 was the first to try, while the 2016 summer online drama "Old Nine doors" was a hot turning point in creative advertising. Bai Yili, producer of "Old Nine doors," revealed that a total of seven creative posts have been implanted in the show, bringing in almost 40 million to 50 million yuan. He also said with a smile that the "original post" was unexpectedly popular, and no one expected it.

when the creative insert advertisement first appeared, it made many people feel fresh and fresh. Different from the previous implanted ads, it makes it clear that it is the advertising time and distinguishes it from the positive film. With the characteristics of anti-routine, cute contrast, and symbiosis with the plot, many viewers even feel that they are interested in watching advertisements. With the "Old Nine doors" fire, and then broadcast "if the snail has love", "Ghost blowing lights in the ancient city" and "The Legend of the Condor Heroes" and other dramas have taken creativity as the main advertising mode.

Industry insiders point out that in just two years, the price of advertising in TV dramas has increased more than tenfold. Youku now sells an average of 1.5 million yuan for a creative ad, while iqiyi offers 2 million yuan to 2.5 million yuan per episode for dramas with more than 1.5 billion hits. The market size of mid-insert advertising has reached 800 million yuan in 2016, and this figure should rise significantly in the first half of 2017, according to data from Yien Consulting. Youku said that this form of advertising sales could bring 30% growth to the platform.

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VIP members are also forced to pay for ads

to become members of a video website, which has become the choice of many viewers. This is done on the one hand to watch favorite episodes faster and earlier, and on the other hand to avoid 100 to 250 seconds of patch ads in the first 100 to 250 seconds of each episode, as well as unexpected ads in the process of watching. However, with the substantial increase in advertising, members do not have the right to be "ad-free" all the time. Many popular TV series have advertisements inserted in their creativity. At the beginning, they are positioned as advertisements that members cannot skip. "VIP visible" is agreed by the advertiser and the broadcast platform in advance.

when paying members are forced to watch ads in 30 to 45 seconds of each episode and cannot fast forward, many people express their dissatisfaction on the on-screen comment. Deep interaction with the plot was once the biggest highlight of the insert advertisement, but now this way of relying on anti-tricks has been overdeveloped and turned into a new routine, and the audience has experienced serious aesthetic fatigue. In the case that the advertising creativity is not enough to attract the audience, many platforms increase the creative insertion time to 60 seconds when broadcasting the series, which is even more offensive. In this regard, Youku said that even if there may be multiple inserts in a future episode, the insertion form is no longer 45 seconds, but may be split into shorter or newer forms, essentially considering the user's viewing experience.

what is even more unbearable is that when some plays reach the critical plot, there is an unrelated interspersed ad. Although it is the request of advertisers, but for such a situation, a person in charge of a video website said bluntly that he could not bear to watch it. The person in charge believes that the most suitable nodes in the access idea are some unimportant transitional plots. "if you enter at some important turning points or the best part of the plot, it will really annoy the audience and disrupt the rhythm of the story. Everything must be based on the integrity of the broadcast of the drama."

lack of creativity

finally

appears under the name of "advertising in creativity". Too many advertisements are not creative, and the effect of advertising placement and the artistic presentation of TV dramas are intolerable, which has to be said to be sad. In addition to the recent emergence of a large number of APP ads in Internet finance and financial management, which appears to be irrelevant, some bizarre ads in previous dramas are even more insulting to the word "creativity"-the advertisement of a mask brand with a leaf in the Book of Heaven, and the drugstore in Qingyunzhi unexpectedly implanted an advertisement for a stomach medicine with brush strokes. Danan, a film and television practitioner, is worried that if there is no creativity, this kind of advertising model will soon come to an end, "hurting the feelings of the audience, and eventually the platform and advertisers will only lift a stone and drop it on their own feet."

unlike other advertisements, creative ads are shot by the producer, not the advertising company, and the actors in the ads are all characters in the play. Producer Xiaohu admitted that the original creative ads were all designed according to the plot and scene, which required the crew to polish for a long time, and in order to ensure that the nodes connected to the ads were able to ease the disgust of the audience as much as possible, the original method adopted by the platform was manual access. "this most primitive and high-cost way not only ensures artistry, but also limits the large-scale advertising delivery." But the current advertising market is so hot that it is difficult for slow workers to do fine work. "

one of the current dilemmas is that often the whole show has been filmed and the platform has just communicated with the advertisers to insert ads in their creativity. The big drama Alliance, which was broadcast on Youku during the summer, was killed at the end of last year, but it was not until April this year that Youku began to negotiate with advertisers to insert ads. Zhang Yingqiu, the commercial director of Dongyang midday Sunshine, who has produced popular dramas such as "Nirvana in Fire" and "Ode to Joy", believes that if the show can determine the broadcast platform in advance, then in the future, most of the ads in the future must be put forward. "in the process of filming, we can finish shooting the ads by the way, first, it is convenient for the crew and actors to dispatch, and second, the advertising production can be closer to the original."

Edit: mary