The annual revenue of US implant advertising is US$7 billion, and Chinese marketing is still starting

After the Spring Festival Gala in 2010, product placement advertising entered everyone's attention and once became a hot topic. In fact, such forms of advertising and marketing have a long history and are not unique to China. In 1974, product placement advertising revenue in the United States reached US$17.4 million. In 2009, this figure grew to nearly US$7 billion. 75% of major TV network TV drama funding comes from product placement, and 90% of products in the United States appear on TV due to product placement. Globally, product placement advertising revenue exceeded US$12 billion in 2009. China's revenue of 2 billion in 2009 is barely comparable to its predecessors. Up to now, product placement advertising in China has entered a stage where mixed praise and criticism are well known, and the industry has a more scientific name for it: brand content marketing. At this point, product placement in China has entered an epoch-making stage of development. Fundamentals of brand content marketing: Many people in the growing audience in Chinahave seen Popeye, but not everyone knows that this well-known cartoon is actually the source of product placement advertising. Spinach cans sponsored the production of this cartoon. The introduction of product placement in China began in the 1990s with the indoor sitcom "Story of the Editorial Department." In this popular drama series at the time, Bailong Mineral Spring Pot appeared frequently and was set up with a special plot for the people to promote its benefits. With the popularity of this sitcom, Bailong mineral spring pots were once popular in the market. This immediate effect has gradually attracted the attention of Chinese people as a marketing method and spread to various fields of film, television, dramas, and cultural programs. Next, films that were extremely influential in China such as "Big Shot","Mobile Phone","No Thieves in the World", and "If You Are the One" pushed the trend of product placement to a new level and gradually attracted widespread attention from the audience. By the time Hunan Satellite TV's "Invincible Ugly Girl","Let's Go to the Meteor Shower" and "Du Lala's Promotion" in the past two years, our country's audiences and consumers are constantly growing and being educated to have a deeper understanding and a sharper grasp of product placement advertising. After dinner, the topic turned to the number and method of placement advertisements in recent popular film and television dramas, and even the appropriateness of placement. In this process of growth and maturity, consumers and media audiences in China have moved from understanding and accepting product placement to analyzing and evaluating product placement: they can well grasp the product placement information in film and television dramas, and make evaluations of acceptance and favorable impression of these advertising content and products. As a result, multiple product placement advertisements of "If You Are the One" were widely evaluated as successful, while CCTV Spring Festival Gala's "Donation" and "Let's Go to Watch the Meteor Shower" brought a heated discussion with mixed praise. The target of brand content marketing is consumers and the audience of media content. Therefore, the growth and maturity of these audiences have also laid the foundation for the advancement of product placement advertising into brand content marketing. The motivation of brand content marketing: Recognition from advertisers and content producers Ofcourse, the biggest driving force supporting the continuous development and continuation of brand content marketing is the recognition of advertisers and content producers. Facts have proved that sophisticated advertising placement can bring a win-win situation between business and art. The implantation of 68 brands in the movie "Transformers" brought in more than $40 million in revenue for the movie. For advertisers, plots such as the Bumblebee's transformation into the latest Chevrolet sports car in the tunnel have also become an excellent promotion for Chevrolet. Compared with traditional advertising marketing communication, brand content marketing is very different in brand presentation methods, communication models, communication effects and communication costs. In terms of brand presentation methods, brand content marketing can break through the fate of traditional hard advertisements being filtered and enter consumers 'horizons in a more effective way, which is an effective supplement to traditional marketing methods; in terms of communication models, brand content marketing has diverse forms, and the process is characterized by non-linearity and multi-direction; in terms of communication effect, it has the characteristics of high arrival rate and limited frequency; finally, this marketing method often has higher cost performance and lower communication costs. In particular, after advertisers and brands choose appropriate content and appropriate plot expression methods for implantation, they can achieve complementary effects. As classic film and television works are preserved for many years, excellent marketing and communication effects are obtained. For example, when referring to the "007" series of movies, the audience can always think of Omega or BMW. The images of these brands themselves are very consistent with the high-end and top-notch images portrayed in the film, and are also more easily accepted by the audience. These film and television dramas have also brought a better visual experience to the audience because of their successful implantation, and some brands have even become important props promoted by the plot. Improvement of brand content marketing: Professional operation teamAs shown in "Big Shot", operating product placement advertising also requires a professional team. With the continuous growth of brand content marketing and product placement in recent years, brands and content parties have become increasingly aware of the need for an effective bridge between the two cooperation, as well as a professional team to conduct evaluation, planning and analysis. As a result, professional brand content marketing operators represented by Herun Media began to appear in my country and have grown rapidly in just a few years. The reason why advertisers need a communication bridge and professional operation team between content production companies is just like the necessity of matchmakers. The professionalism and recognition of such a platform also requires three basic aspects. Characteristics. The first is the neutrality of the platform, which means that it does not favor either content production company or advertiser. On the one hand, it finds the best content delivery solution for advertisers, and on the other hand, it also maintains the artistic integrity of its content for production companies to the greatest extent possible. The second is to maintain the professionalism of the platform. Such an industry is actually a cross-border operation. It must be able to combine business and art, be able to provide professional opinions and planning, and have a systematic evaluation method. The third is to maintain the openness of this platform so as to attract more producers and use more content to attract advertisers. Only by building this bridge into the concept of a platform can it continue to develop and improve. Wang Yifei, president of Herun Media, made a concise, powerful and convincing statement. At the same time, all parties have discovered the lack and immaturity of this middleman industry in terms of industry standards and evaluation systems in the process of running-in and development. Through continuous exploration and practice, Herun Media has established four major systems of professional brand content marketing operators. The first is the evaluation system, which includes a total of 13 standards: script theme evaluation, distribution platform evaluation, broadcast time evaluation, change evaluation, etc.; The second is the pricing system, which comprehensively evaluates factors such as the different rights forms, duration and broadcast platforms in the customer's implantation plan, and then refers to various technologies and weights to arrive at a more convincing quotation; the third is the BC (Branded Content) analysis system, which establishes a professional team of brand content analysts to scientifically analyze and classify the rights and interests of various film and television dramas, and at the same time carry out the creativity and planning of commercial scripts; the fourth is the establishment of an effectiveness evaluation system, which mainly monitors and evaluates the later effects. These four systems basically cover the three stages of brand content marketing: the front, middle and rear stages, providing relatively complete and scientific services for advertisers and content producers. The emergence of professional operation teams has greatly helped the growth of brand content marketing and also marks the maturity of this industry to a certain extent.