Watch the net comprehensive with fancy oral broadcast to find a new way to reveal what is a good advertising marketing.

when viewers began to flow from the TV screen to the Internet screen, when Internet variety received more attention in the still hot environment of TV variety, the context of variety shows changed. In the context of Internet variety, the audience's entertainment requirements for variety shows become more pure, from star celebrities to post-production, Internet variety brings the audience a new environment of variety atmosphere. Under this premise, the traditional TV variety can not be compared with the Internet variety.

however, instead of attracting crazy complaints from the audience, it is still a challenge for the producer to make money and make the audience willing to accept it.

< strong > the traditional transition to the Internet era, advertising forms win with "new" < / strong >

since the online variety entered the eyes of the audience, in addition to the audience in the Internet variety context to experience a new program experience, the network ensemble for the advertising form of innovation has also made the advertising marketing industry impressed. In the past, there was a spate of witticisms from "The Voice of China", but now fancy oral broadcasts such as "Qifa Shuo" and "Mars Intelligence Agency" make viewers and advertisers smile from ear to ear.

when viewers begin to flow from the TV screen to the Internet screen, when Internet variety is getting more attention in the still hot environment of TV variety, the context of variety shows has changed. In the context of Internet variety, the audience's entertainment requirements for variety shows become more pure, from star celebrities to post-production, Internet variety brings the audience a new environment of variety atmosphere. Under this premise, the traditional TV variety can not be compared with the Internet variety.

Oral broadcast in traditional variety shows is a rigid, boring and stylized advertising form, while fancy oral broadcasting makes a breakthrough in the specific content of oral advertising within its original formal framework, and also opens up a new direction of network ensemble marketing.

according to an online survey, 87.3% of netizens said that the memory of this kind of online parody ads was more impressive than that of ordinary 15-second patch ads, while more than 91.4% of netizens said they were willing to accept this form of advertising.

according to the relevant survey data, the audience of the network ensemble is mainly young audience and high content loyalty. It is conceivable that through such a network variety show which is highly consistent with the positioning of the brand audience, the brand can accurately convey its own brand concept.

admittedly, when people, including advertisers, pay attention to what is a good variety show and how to use it for brand communication, they forget that the most basic form of advertising should also keep pace with the times. From the television platform to the Internet platform, the context of variety shows has undoubtedly changed. Therefore, in the new variety context, advertising forms also have an opportunity to push through the old and bring forth the new.

< strong > how to get the naming fee of more than 100 million? < / strong >

it is understood that most of the title sellers have exclusive rights and interests such as title titles, advertising shutdowns, light boxes, table labels, and hand cards. In addition, the data show that most naming companies use about 70-90% of the duration of the program. Take "running Brothers season 4" as an example, a total of 11 brands have been implanted, and Yili, as a naming company, accounts for 69% of the implantation time.

with the rise of variety implants, some brands that focus on naming implants have emerged, such as Vivo, Korean Queen, Yiye, Korean Bundle, etc., which have focused on naming implants since 2015. Even traditional brands such as southern black sesame have only a few hard and wide investment, and turn their energies to soft wide implantation such as naming.

the nominee obtains the highest sponsorship rights of a program at the highest price, as well as the right to use some resources of the program, so it can carry out extensive interaction both online and offline, giving full play to the value of the naming. For example, the white title "China Star" has given rise to an oral creative solicitation activity, which has been read 110 million times on Weibo at a time.

for example, Infiniti named "Fast forward" and extended its naming rights offline, launching the Infiniti "Fast forward" challenge in a total of 70 dealerships across the country, and more than 30000 people signed up to participate. Not only spread the brand spirit, but also promote sales.

Oral broadcast is a very important part of the rights and interests of program nominees, which is favored by naming merchants because of its voice and ability to convey brand and product information.

data show that among the oral broadcasting rights obtained by some major variety show names since 2015, Mengniu and Yili have the best oral broadcasting rights, and in many named programs, oral broadcasting has more frequency and duration.

in terms of the length of oral broadcast per implant, Yili averaged 9.6 seconds per oral broadcast in the second season of running Brothers, a full 10-second commercial.

precisely because oral broadcasting is not an exclusive right, naming companies are paying more and more attention to oral broadcasting creativity in order to stand out among many oral broadcasting. Since Jiadoubao herbal tea with a good tongue in China has achieved amazing results, the oral broadcasting ideas of naming companies have begun to emerge one after another, hoping to give full play to the maximum value of oral broadcasting.

in 2015, the titles of 10 variety shows exceeded 100 million yuan. if the effect is evaluated simply in terms of ratings and the scale of implanted ads, it seems that the naming fee for "where are We going Dad 3" seems to be a little high. But in the multi-screen era, the 32.9 billion Weibo topic of "where's Dad going 3", the more than 1.76 billion online hits on Mango TV so far, and the long impact cycle of the placement make the naming fee seem well deserved.

the value of variety names is reflected not only in traditional indicators such as ratings, but also in new media indicators such as secondary communication and social communication, and the longer communication cycle of content marketing (while hard and wide is only an one-time arrival) is also valued by naming businessmen.

< strong > where is the lack of creativity in TV dramas and online dramas? < / strong >

by comparison, the brand placement of TV dramas and online dramas is much more blunt, perhaps because they have not yet found a way to innovate.

in the popular drama this summer, the form of advertising placement has become more and more gaudy. "A smile is very attractive" is the theme of online games. In addition to being like a promotional video of an online game as a whole, there are also common problems of TV dramas-hard squeezing advertising words, characters collectively grabbing a certain e-commerce product, computers are all a certain brand, snacks only eat a certain brand.

not only that, a large number of modern products have infiltrated into costume dramas, reaching their peak, and have become "bright spots" and "slot spots" in addition to plot and special effects. For example, the green tea products of a certain beverage brand have also been successfully implanted in Qingyunzhi. In the play, the waiter introduces the new product to the heroine Lu Xueqi: "the grapefruit green tea is more mellow and delicious. I'll give you a pot!" And a certain ointment also came in handy when Zeng Shu was injured, and the drugstore owner read the slogan directly this time: "this × × ointment, early paste, early easy!"

similar to Qingyun Zhi, the ad placement in Old Nine doors, starring Chen Weiting, Zhang Yixing and Zhao Liying, can also be called "arbitrary". In the play, the eighth master recommends a drink to adjutant Zhang. The line goes like this: "drink, take it!" It's such a long way. If you don't drink a little bit to replenish your strength, how can you rest assured that we can go? "

in the face of such absurd practices, audiences often immediately think of scolding directors and writers, but in fact, they are also full of helplessness. Directors such as Zheng Xiaolong and Feng Xiaogang have quarreled with advertisers because of the independence of creation. Such being the case, why does advertising placement become more "unscrupulous"? In the final analysis, it's still about money.

in this regard, some people wonder whether the crew can't make money without ad placement. Last year's "Nirvana in Fire" did not have advertising placement, and not only received a bumper harvest, but also became one of the most profitable TV dramas in 2015 with copyright revenue on television, the Internet and overseas. it can be seen that no advertising placement does not mean no money.

in fact, nowadays the investment in a play is increasing. For example, the investment in "Qingyunzhi" has reached 280 million yuan. Therefore, many film crews rely on advertising placement to make up for the rising production costs and recover most of the costs. Some films break even before they are released, and then they start counting the money. In order to be more topical and attractive, advertisers are now trying to find high-quality and popular film and television resources for advertising placement, so every time a popular TV series comes out, many of them are reduced to "advertising dramas."

No one really boycotts advertising, but prefers interesting content. Good placement advertising must be built on the basis of not destroying the beauty of the plot, one is to be less but refined, not more and vulgar, and the other is to match the scene, rather than rough and blunt implantation. If you can let the audience identify familiar product symbols in strange scenes, and inadvertently have a feeling of finding "colored eggs", that is called creativity, and everyone will be convinced to make money in this way.

in short, good entertainment marketing brand placement can add points to the brand, while bad placement is likely to cause audience rejection. If local brands carry out a scientific evaluation of the way and effect of the implantation before the entertainment marketing is implanted, rather than swarm to join the fun, especially pay attention to integrating with movies and TV dramas, it is believed that the effect will be better if the brand entertainment marketing is completed in the process of moisturizing everything in silence. Now that you have spent the money, let the money be turned into a good marketing effect.

Edit: yvette