Implant placement shows the power of professional advertising companies aim at "implant placement"

Lei Quotes

Strongly protest against the interruption of TV dramas during commercial hours!& rdquo; Zhou Libo

We have gone through the era of finding our own businesses, which proves that companies now realize the role of product placement. The only difference is that investors with box office guarantees will win when multiple merchants want to place advertisements in a certain industry, the one with a high placement fee will win. However, for some investors with little box office guarantees, most of them are the choice of passively accepting placement advertisers. rdquo; Wang Zhongjun

Famous comedian Zhou Libo's strong protest against the interruption of TV dramas during commercial hours has become the most popular sentence since the beginning of spring 2010. The advertising he mentioned refers to product placement advertising, an advertising form that integrates representative audio-visual brand symbols of products and services into film and television or stage products to leave an impression on the audience and achieve marketing purposes.

Maybe you will say that this conclusion is overstated, but the widespread citations from "Rural Love Story" to the advertisements placed in the popular "Boss's Happiness" on CCTV have aroused dissatisfaction among netizens. Some netizens joked that "Panda Man" tells us that advertisements can still be made into TV series;"Ciling" tells us that advertisements can also be made into movies. rdquo; On the Internet, such remarks emerge endlessly. It's no wonder netizens complain that our lives nowadays seem to be immersed in product placement advertisements. Even a little slave who goes to Kaixin to steal vegetables and dress up her will be told to let her experience Estee Lauder's star eye cream. This will make her bright eyes shine!& rdquo; And the moment we click the mouse, we have implicitly accepted this all-pervasive advertising era.

Who puts the ads on camera?

Putting aside the product placement advertisements such as BMW motorcycles in the movie "007" that has been cited as a classic, the earliest product placement advertisement in China is the Bailong mineral spring pot in "The Story of the Editorial Department" in 1992. At that time, Beijing Bailong Green Technology subscribed for the opening advertisement for 135,000 yuan and arranged for Bailong mineral pots to appear in the play as props. Feng Xiaogang can be regarded as the pioneer of product placement in China. Someone once said that Feng Xiaogang's contribution was that he not only gained popularity for domestic films, but also created a new profit model. The construction of this profit model is by no means just what the audience sees. In "Mobile Phone", 12 girls were caught squeezing the same BMW back to school, which was as simple as being criticized by Xu Fan. As an artist, Feng Xiaogang was also passive in the face of this new profit model. It was Wang Zhongjun who really pushed this model forward. A few days ago, Wang Zhongjun admitted in an interview with reporters that in order to persuade Feng Xiaogang to accept product placement, he also specially organized a team of four or five employees. Their task was to watch the director. If the camera was not given the right one while filming the movie, our people would tell him you had to expose this word." rdquo; Feng Xiaogang always complains about this. He will be scolded for placing too many advertisements, but Wang Zhongjun said: If people want to scold them, they will really have to be scolded. There is no way, they will pay millions for one shot." rdquo;

The audience doesn't like it, and the company buys it very much

In fact, there are still few people who curse Feng Xiaogang. This year, people who have placed advertisements such as "Let's Watch the Meteor Shower" and "Rural Love Story" are the ones who are scolded the most. But why are there so many businesses rushing forward after being scolded so much? The answer is obvious: they get benefits. Feng Xiaogang is the most silent one in the country who has placed advertisements, so a "Mobile Phone" has allowed people across the country to see a BMW that can hold 12 girls; a "If You Are the One" has also caused the housing prices of Hangzhou Xixi Wetland Building to soar, and has also driven tourism in Hokkaido. Although no relevant department has yet calculated specific returns for these merchants, it is reported that the advertising benefits brought by the 007 series of "GoldenEye" films have caused BMW to sell more cars worth US$240 million. No wonder such a high return rate makes other merchants jealous. Now this jealous trend has spread to China. The reporter recently heard about an incident. When the boss of a company in Shenyang mentioned some parties that were besieged by embedded advertisements during a meeting for employees after the New Year, the boss said very excitedly that he had watched them four or five times because of the advertisements in them. I think some of this year's parties are good marketing sessions for the company. If there is an opportunity, our company will also try this form. rdquo; Indeed, although product placement in China is still in its infancy, as Wang Zhongjun said, we have passed the era of looking for our own businesses, which proves that companies have now realized the role of product placement. The only difference is that investors with box office guarantees will win when multiple merchants want to place advertisements in a certain industry, the one with a high placement fee will win. However, for some investors with little box office guarantees, most of them are the choice of passively accepting placement advertisers. rdquo;

Professional advertising companies target implant placement”

Indeed, due to its huge power, product placement advertising has been frequently used in my country's movies and television in recent years. Because of this, some advertising companies are also targeting this business. Leslie yao of Shangyang Media, who was once responsible for operating the "Very Perfect" placement advertising, emphasized in an interview with reporters that placement advertising is no longer a simple placement, but a series of carefully planned marketing events. In addition to placing advertisements in movies, every link from filming to premiere and promotion period cannot be missed. It is a packaged plan. Pure advertising placement has gradually weakened in film marketing. As customers gradually mature, companies and teams specializing in product placement have gradually emerged. From the early OA advertising companies and Hairun Ogilvy, to today's Herun Media, these companies have gradually shifted from comprehensive advertising agencies to more professional direction. Some senior industry insiders also analyzed that the development trend after placement is likely to move closer to HBO's operating model in the United States. For example, Hunan Satellite TV has gradually established its own operating model. According to the traditional operating model, programs and advertisements are divided and governed, but in Hunan Satellite TV, the program department and advertising center conduct integrated marketing, which will make placement advertising more systematic.

Norms are implanted and some people have proposed quantitative theory

According to relevant data, 70% of the TV dramas produced every year suffer losses to varying degrees. As a result, the producers of TV dramas now regard money as their lives, and the phenomenon of ubiquitous implant advertising has also arisen. From the earliest plausible camera placement in Feng Xiaogang's movies to the blatant actors dictating advertising lines, the arrogance of implant placement in film and television dramas has become increasingly serious. The proliferation of product placement has finally attracted the attention of relevant departments. Not long ago, Tian Jin, deputy director of the State Administration of Radio, Film and Television, clearly proposed that research on new issues such as product placement should be strengthened and standardized policies should be proposed as soon as possible. However, before the country regulated product placement, Huayi's boss Wang Zhongjun yesterday announced that he wanted to quantify product placement. He shouted that only 10 product placement ads would be sold for a movie. The reason why he first regulated himself before relevant regulations were promulgated, Wang Zhongjun said that this was all marketing concepts learned from Hermes. A Hermès bag usually sells for more than 100,000 yuan, and you still need to book more than a year in advance to buy it. Is it really that difficult? Wang Zhongjun thinks this is a marketing method. We can only sell 10 product placement advertisements in a movie, and imitate the sponsorship seats of Olympic partners and only give 10. Even if we only sell 2 products, we still say that selling only 10 products will make you feel more face, and after such a quantitative amount, it also prevents shoddy manufacturing." rdquo;

How Hollywood plays advertising placement

Unlike China, product placement is regarded as a marketing aesthetic in Western countries, and success stories abound. One of the most classic cases is the movie "Transformers". When the Bumblebee transformed into the latest Chevrolet sports car in the tunnel, no spectator could ignore the shining golden cross in front of the car. Another truth about this classic case is that a total of 68 brand ads were implanted in "Transformers", and the revenue from product placement exceeded US$40 million. Another classic example is the 007 series of movies. BMW's new concept cars appear in almost every episode, but they have not yet been launched. Audiences are completely attracted by its magical functions and will naturally look for that brand of car.& ldquo; I am very strong, I love eating spinach, I am Popeye. As Popeye says it once a day on TV, Americans have generally developed the habit of eating spinach. As everyone knew, this cartoon was actually sponsored by the manufacturer that produces canned spinach.

Implant placement has long been subtle and has penetrated into the lives of Westerners. Yesterday, the reporter got a set of data. Two-thirds of the revenue of the film industry in the United States comes from advertising value-added, including implant placement, derivative product development, etc. The well-known Ford Company has also established a special agency in Hollywood, whose responsibility is to find opportunities to implant films. According to statistics, an average of 30 to 40 minutes of current American movies are provided for product placement advertisements. In other words, 1/3 of the length of an average movie contains advertisements. Not only that, surveys show that 75% of the funding for American TV dramas comes from product placement advertising.

This more or less explains the future of implant placement in China. Although there is no standardized operation manual yet, the effectiveness evaluation of advertising is still in a lagging stage. But the rapidly expanding business model has explained everything. This is the most confusing and tempting landscape of this era.