No longer make small fuss, but also move towards scale placement

At the end of 2009, at the opening ceremony of the "Tangshan Earthquake", Feng Xiaogang specially thanked a company Zoomlion. Although outsiders did not understand the relationship between a mechanical heavy industry company and the entertainment industry, Beijing Herun Detang Media Advertising Co., Ltd. Wang Yifei, one of the founders of the company (hereinafter referred to as Herun Media), knew it well.

Both companies are customers they serve. In 2009, when the producer Huayi Brothers filmed "Tangshan Earthquake", he didn't think of Zoomlion at first. However, the movie will involve filming at the Wenchuan earthquake site in Sichuan. Director Feng Xiaogang will spend a lot of money to rent heavy machinery such as excavators and cranes. Herun Media found this a selling point, so they found Zoomlion and implanted its brand advertisements in the movie. In this way, Zoomlion received an excellent brand promotion opportunity, and Huayi Brothers also saved a large amount of equipment rental funds.

Integrating producers and advertisers and achieving win-win results for both parties through brand advertising is what makes Wang Yifei most proud of at present. Herun Media is a company that uses movies, TV series, and TV columns as its main platforms to provide embedded advertising services and overall solutions to brand customers. Its founding team has more than ten years of experience in advertising sales. During its contact with advertisers, they gradually discovered their customers 'demand for product placement advertising. Coupled with the prosperity of product placement advertising in foreign markets, Wang Yifei and others established the company at the end of 2007. Since then, this new media company has relied on a unique business model to focus on branded content advertising services, and has achieved revenue growth that has doubled year after year in the past few years. It has exclusively represented Hunan Satellite TV Group for the product placement advertising business of many film and television programs, and established cooperative relationships with many famous domestic film and television drama organizations. It is responsible for the brand content marketing of many hit dramas such as "Who is in charge of my Youth","Rural Love 3","My Leader My Regiment" and "Golden Wedding 2".

Previously, content advertising marketing was common in film and television dramas, but this form of advertising was only tailor-made to a certain movie or a certain director. It was relatively casual, and there were few third-party platforms specially produced. Herun Media is trying to incorporate product placement into a set of process systems, becoming the first refined brand content marketing company in China to only focus on product placement of film and television dramas.

As a result, they established a secret team, which we are the first in China.& rdquo; Wang Yifei said. This pioneering team is a team of professional brand content analysts composed of more than ten people. Most of their members graduated from China Opera and Beijing Film Industry, and are responsible for evaluating the script or outline that the company has just obtained. Then, after comprehensively evaluating thirteen elements such as the broadcast platform, director, and actors, they deconstruct the script and explore available embedded content resources. Resources, then connect the selected content resources with advertisers, and then formulate a final implant plan after communicating back and forth between the two parties. Since then, there have been special personnel to follow the bill, responsible for communicating with advertisers, producers, directors, screenwriters and other parties during shooting to ensure the smooth implementation of customers 'demands. ldquo; Advertisers use commercial language and directors use drama language. We are like translators, formulating the needs of both parties into concrete and implementable plans." rdquo; Wang Yifei said.

However, compared with traditional media, due to the limitations of advertising form, product placement advertising often lacks unified standards in terms of pricing, effectiveness, etc. ldquo; To be honest, brand content advertising has more emotional elements, and it is difficult to express it all through quantitative analysis. rdquo; Wang Yifei said. However, Herun Media tried its best to bring it into a more formal business world. They first formulated their own set of quotation standards, which calculated the final pricing by multiplying the base by the weight by the equivalent index, where the base refers to the pricing of traditional media; The weight includes thirteen indicators such as directors, actors, and coverage; the equivalent index is mainly a qualitative assessment of advertising value, mainly including the form of brand expression in content. This is different from the past and extensive way of asking for prices casually, making many advertisers more willing to pay for it. In terms of effect evaluation, Herun Media turns random evaluations into assembly-line production through ratings and social attention surveys.

Unlike ordinary product placement advertisements, Herun Media hopes that the advertisements it represents can more truly integrate into the plot. Wang Yifei pointed to the computer on his desk to give an example. Wang Yifei hopes that Herun Media can combine brand and content to the extreme, and turn Chevrolet cars into protagonists through the combination of brand content like "Transformers", rather than just putting props.