after Ma Dong coaxed "Financial Father" into a network ensemble in the fancy oral ads of "Qifa Shuo", recently, similar fancy theater advertisements have also become a hit in webcast TV dramas.
original title: how long can it be popular with "insert advertisement" under the cloak of content?
▲" stills
it has been revealed that "Zhongzhong" has shown explosive growth this year, from no one's interest a year ago to 3 million now. There are as many as 50 similar advertisements for a traffic drama involving 20 brands. The market size of mid-insert advertising has reached 800 million yuan in 2016, and this figure should rise significantly in the first half of 2017, according to data from Yien Consulting. Youku said that this form of advertising sales could bring 30% growth to the platform. In short, for all aspects, "Zhongzhong" has become a real "fat". however, fast red things are bound to decay rapidly if they are allowed to grow brutally, and the hot "cut-in" is also in dispute at present-the audience complains about "jumping drama", the market price system is chaotic and full of grey areas, and the playwright is dissatisfied with shoddy "parodies" and so on. When talking about the future insertion of the show, the person in charge of the production side of "Ruyi's Royal Love in the Palace" once said: "I can't accept the grid in the middle. I dress worse than the servant girl in the film." the relationship between TV dramas and advertisements is still in disarray: from the "TV series" that caused viewers to point out, to the end of 2011, the State Administration of Press, publication, Radio, Film and Television ordered television stations to no longer insert advertisements in the middle of each episode of TV dramas, and then to the front and rear stickers and screen presses so far. Nowadays, with the rise of video websites, the advertisements for TV dramas begin to develop in the direction of deeply implanted advertisements. What kind of past life and present life does the new darling of TV series market have? Where will the future go? < strong > previous lives < / strong > < strong > the first attempt of "Dark one 2", "insert" is equivalent to giving < / strong > " all thought that I came to this day by relying on my second daughter-in-law. In fact, I relied on XX (a social APP). There was a "moment of blooming" in each episode of "the full moon." in the first episode, the character Erhu personally appeared in the play: "in the imperial palace of the Wei Dynasty, Wei Shuye confessed his love to the princess and was rejected for the 99th time. Then he was thrown out of the palace. Discouraged, a palace maid passed by. Take out your mobile phone and recommend a certain social APP to him: no longer. Childe Yue teaches everyone swordsmanship and Sister Jin Candle teaches everyone to dress up. " This is an advertisement in the Legend of Chuqiao. In the Legend of Chuqiao, there are as many as 50 similar advertisements, involving more than 20 brands. In a collection of small theatres on a website, the maximum number of single advertisements is 5 million. The newly updated crime drama "murder in White Night", in which the advertisement "White Night Live" broke the usual practice of being played by a supporting role in the play, and Pan Yueming, the number one man, took part in the fight himself. the advertisement inserted in the advertisement is the earliest attempt by the network platform since around 2015. It is interesting, brainstorming and fragmented, all of which are in line with the characteristics of network communication. "Dark one 2" produced by Tencent Video is the first one to take the initiative to try advertising in the water and make it market-oriented. According to media reports at that time, Tencent Video's marketing department said that it was just for fun to insert advertisements in the production, which was used as a small "card segment" for promotion. Bai Yicheng, the producer of the show, revealed in an interview that the price of the ad was only 500000 at that time, but it was very difficult for advertisers to accept the self-blackening and self-deprecating expression in the small theater, most of which still took a wait-and-see attitude. the end result is, "customers buy a certain amount of our ad placement, and then we give them one or two for free." < strong > in this life < / strong > < strong > to market "mutual fund products" under the banner of content, attracting a large number of hot money < / strong > the beginning of the maturity of both content and profit model is the second half of 2016, and a number of IP dramas with large traffic have led to the popularity of this emerging market. On the one hand, the advertising effect driven by the show traffic is obvious, and the financiers are satisfied, on the other hand, the audience is not disgusted by its cheap and cute network style and the creativity of docking with the plot and characters. In this way, the prospect of "insertion" has been magnified. Take the "Old Nine doors" broadcast at that time as an example, producer Bai Yicheng once revealed that there were seven brands in the first 12 episodes, bringing in almost NT $40 million to NT $50 million. 
▲ Pan Yueming's" White Night Live "
since 2017, plug-in ads have been growing explosively. Data show: at present, the starting price of ordinary plug-in advertising has exceeded one million, while the list price of popular TV series has reached 3 million and demand exceeds supply. This situation is supported by strong market demand, among which the demand for Internet financial products is considered to be an important reason. From the insertion ads of several popular dramas, loans, financial management, financial services and so on accounted for the vast majority, homogenization is very obvious. According to the survey, among the popular dramas broadcast so far at the end of 2016, a total of 16 movies and TV dramas, including the Legend of Chuqiao, the Alliance of Advisors and the God of the River, have advertised on Internet financial platforms, involving as many as 11 brands. among them, 8 "mutual fund platform advertisements" are presented in the form of middle insertion. Of the 11 advertisements in the popular TV series "the full Moon that year", three are "mutual fund platform ads", and the ads in "White Night" are all "mutual fund platform ads".
Why has this kind of advertising become the main force in the middle? According to industry insiders, on the one hand, 14 ministries and commissions launched an one-year Internet financial crackdown last year, in which financial advertisements are subject to strict censorship, advertising vocabulary and restrictions, while "advertising is still reflected as content marketing", so this small export quickly poured into a large amount of hot money. On the other hand, "the biggest characteristic of financial products is that they are sensitive to market temperature, short and fast, and the operation cycle of traditional patch advertising is too long. by the time it is broadcast, the product may have been replaced, and the operation of the insert advertisement is flexible and changeable." the two are very much in tune. Of course, these Internet financial products also recognize that online drama audiences are their target customers. "rigid needs" such as small money turnover, zero credit loans and quick cash flow are often mentioned in these small theater advertisements. < strong > in the future < / strong > < strong > the dead people in the play also come out to shoot commercials, and the chaotic images need to be rectified < / strong > was originally dominated by a video website as a broadcast platform. A play is about to air, and the website is responsible for attracting investment, writing screenplays, re-imitating the scenes in the play, gathering actors, shooting and so on. These links are more reasonable in the homemade series independently developed by the website, but there will be a lot of coordination problems when it comes to buying broadcast rights. In the end, there is often a big gap between the final effect and the real drama. "the screenwriter wrote all the scripts inserted in one day, and the dead people in the play came out to shoot commercials, and the quality was worrying." In addition, some people in the industry also revealed that some players saw this "popular cake" and directly discounted the quotation of the broadcasting platform, "scrambling for orders, kickbacks, and the price system was in a mess." from the perspective of broadcasting platform, although video websites have hatched this market with huge profit space, finding new growth points when paying member viewers pull them into the bottleneck, they also gradually realize that if they are allowed to grow savagely, they will inevitably lead to rapid death. It is reported that video websites are also stepping up norms to insert advertisements to make them more standardized and sunny, such as tightening the right to sign orders, strictly regulating prices, and consciously controlling the proportion of Internet financial advertisements.
Edit: mary
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