Implanting Advertising into Life has become a New growth Point of TV Media economy

product placement, also known as implantable marketing, refers to the strategic integration of products or brands and their representative visual symbols and even service content into all kinds of content of movies, TV dramas or TV programs, through the reproduction of the scene, let the audience impress the products and brands unconsciously, and then achieve the purpose of marketing products.

placement is equivalent to hidden advertising, also known as soft advertising. This marketing method is not only used in movies, television, but also ldquo; implantation & rdquo; in various media, such as newspapers, magazines, online games, mobile phone text messages, and even novels.

< strong > first successful ad placement < / strong >

Chinese enterprises have a long history of marketing with movies. In the TV series "the Story of the editorial Department" broadcast in 1992, the implantable advertisement of a company's mineral spring pot can be regarded as the first successful advertisement placement in the industry.

that year, the company's mineral spring pot subscribed for the opening advertisement of "the Story of the editorial Department" for 135000 yuan and appeared in TV dramas with props. At that time, it was reported that with the popularity of TV dramas, the popularity and sales of this brand of mineral pots have skyrocketed.

< strong > "Mobile" ads are implanted into examples < / strong >

but the film product placement event with real exemplary value is Feng Xiaogang's 2003 New year film "Mobile phone". Motorola's placement in the film is very ingenious, and the special opening subtitles are like a big advertising film for MOTOA760, allowing the product to enter the minds of rdquo; consumers quickly & ldquo; in a short time. China Mobile has launched a text message platform and launched a text message game with the same name as the movie. More than 20 million text messages have been sent before the movie has been released.

for Huayi Brothers, a gem company that recently completed online applications, it made a profit in the industry by relying on "mobile phones" with a return on investment as high as 263%; for sponsors, it is rare for sponsors to achieve business goals quickly at such a small cost in such a short time.

< strong > the opportunity for the development of product placement < / strong >

& ldquo; the product placement of Chinese television or movies is still in its infancy, and the placement of "Crazy Racing" is much more rigid than "Crazy Stone", so it is still in the exploratory stage. & said Yan Yugang of the Communication University Of China Culture and Trade Research Institute of rdquo;.

although forerunners like Fang Hongjin have hit a brick wall, according to Yin Hong, a professor at Tsinghua University, China's product placement market is ushering in an unprecedented opportunity for development. & ldquo; the State Administration of Radio, Film and Television issued a new regulation on TV advertising last month, which is an important advantage for product placement. & rdquo;

on September 10 this year, the State Administration of Radio, Film and Television issued the measures for the administration of radio and television advertising since January 1, 2010. The measures clearly require broadcasters to broadcast no more than 12 minutes of commercial advertisements per hour for each program in the future, and no more than 1 minute and 30 seconds for each commercial episode of a TV series. In the eyes of people in the industry, insertion advertising is limited, which will drive more brands into the ranks of product placement advertisers. & ldquo; in fact, there has been such a development trend in the past two years. & rdquo; Yin Hong said.

this trend seems unlikely to be reversed by Fang Hongjin's setback.

< strong > Tips Product Placement output 1 billion < / strong >

according to the research report of CCTV & mdash; Sophie Media, in 2006 alone, the output value of product placement in national variety entertainment programs has been nearly 1 billion yuan. If you add in the product placement in online games, TV dramas, movies and other carriers, the number will be larger and more amazing.

placement has become a new economic growth point and development hot spot of TV media.