The annual output value of video placement advertising is 2 billion yuan, and the commercial value is increasingly evident

I still remember Hu GE's original video work "the murder caused by a steamed bun", which made many people know about a new thing on the Internet. With the popularity of all kinds of original video, its commercial value is becoming more and more obvious. Recently, when many netizens casually clicked on popular video clips on the Internet and laughed with laughter, they found that advertisements were cleverly implanted in the original video.

< strong > Nongfu Spring sponsorship & ldquo; 2046 News & rdquo; < / strong >

< strong > < / strong > these days, a video advertisement called & ldquo; roller skating baby & rdquo; caused a sensation on the US video website Youtube. With the help of computer special effects, a group of cute babies dressed in diapers put on roller skates, skated on roller skates and posed in various cool postures, somersaulting, jumping fences and jumping Hip-Hop. The video lasts a total of 60 seconds, and in a short time, it has received four or five million hits on Youtube, and many netizens are fascinated by it. However, the mineral water bottles worn by the babies during roller skating revealed the mystery: this is an implantable advertisement for a famous French mineral water brand.

finish talking about foreign countries and talking about domestic ones. Xiao Wang, a white-collar worker from an institution in Hangzhou, is keen on playing all kinds of games on Kaixin recently. & ldquo; repost & rdquo; is a new project on the site, and some interesting videos and posts are constantly reprinted and promoted among friends. The day before yesterday, he clicked on a video called "the News of 2046" transferred by his friends, which was very funny: to describe the situation in which the earth was plagued by the water crisis in 2046 in the form of imitation & ldquo; News broadcast & rdquo;. The Yangtze River and the Yellow River became two ditches, and Henan and Hebei provinces were forced to change their names to & ldquo; South & rdquo;, & ldquo; Gully North & rdquo. A kind of ldquo; measuring toilet has been invented on the market-rdquo;, has to use all his strength and discharge enough to flush when he goes to the toilet. Hellip;… Wang laughed wildly, but he found that the video was funded by Nongfu Spring. He thought that "the News of 2046" was quite creative and forwarded it to other friends.

< strong > A fast-rising advertising rookie < / strong >

< strong > < / strong > & ldquo; product placement was first used in movies: for example, the James Bond series, now Transformers, and domestic director Feng Xiaogang pioneered a series of films with product placement from "No Thieves in the World". The real rise of online video product placement began last year. & rdquo; yesterday, Wei Ming, vice president of operations of Youku, a video website, said in an interview with reporters.

on the home page of Youku, the sixth episode of the video "Office Hip Hop Quartet" is featured prominently. This is an online series with a weekly episode about all kinds of interesting things happening in the office. If it is not a bottle of drink that appears frequently in the plot as a prop, you can't see that this is actually an advertisement for a well-known brand beverage. According to reports, this series is very popular, the number of hits is very high, and many netizens are waiting for the next episode every week.

Youku has been in operation for several years, and its advertising operation began only last year, but now the site's monthly marketing revenue has exceeded 10 million yuan. At present, the main revenue comes from video patch advertising and suspension advertising, while implantable video advertising has become a rapidly developing form of advertising because of its low cost, great influence, attracting young netizens and so on.

< strong > Video Live contains nearly 2 billion of & ldquo; gold mine & rdquo; < / strong >

in fact, in Youku, Tudou and other video sites and social networking sites, the production and dissemination of video product placement has become an industrial chain, and the prospect is promising.

Wei Ming said that in Youku, a professional original team has been set up to produce all kinds of video advertisements according to customers' requirements. Team members include senior directors, film school graduates and so on.

At the same time, Youku has signed up hundreds of original teams of video ads, and the creativity of ldquo; is limited after all. The advantage of the Internet era is that it can give full play to the power of the masses. & rdquo; usually, after publishing one or two influential video works, an online original author will be targeted by a company and become a contracted video advertising author, such as Hu GE.

at the other end of the industrial chain, companies are also paying more and more attention to video placement advertising. When the reporter interviewed someone about Nongfu Springs, she told me that in fact, "the News of 2046" was already filmed two years ago, and it was commissioned by an advertising company at that time. There are several versions, all of which are very interesting. However, after shooting, I felt that there was still a certain deviation from the product image, so there was no promotion. & ldquo; however, we still attach great importance to the Internet as a communication platform, and the money invested in online marketing is also increasing year by year. & rdquo;

Wei Ming told me that hundreds of companies have signed up with Youku, including Procter & Gamble, Wa, Unilever and other well-known companies.

Tian Ning, president of Zhejiang University Panshi Technology Co., Ltd., which specializes in online marketing, told me that the method of online marketing is quite flexible, and video product placement is just one of them. He believes that with the popularity of video, Tudou, Youku and other video sites that rely on advertising revenue to survive will become more and more like a TV station on the network.

video websites are undoubtedly the biggest winners. Relevant data show that the marketing revenue of online video advertising in China reached 1.25 billion yuan in 2008, an increase of 117% over 2007. In 2009, the marketing revenue of online video advertising in China will grow and is expected to reach 1.91 billion yuan.