TV Media Implantation Marketing: Let Brands Meet Media Content

after this year's New year film "if you are the one" was released, young people planning to buy a car invariably turned their attention to Subaru, which they paid little attention to in the past. Therefore, we cannot help but marvel at the value that entertainment content brings to the brand.

this kind of value is precisely the result of brand communication brought about by the encounter of brand and media content, taking film, television and other entertainment content as the carrier, strategically implanting product name, visual symbol and even service content.

As early as 2006, the organizing committee of Shanghai Television Festival and CCTV & middot; Suofrui Research Company released the first "China TV Variety Entertainment Market report (2006-2007)". The report pointed out that the output value of product placement in China's TV variety entertainment advertising market was as high as 1 billion yuan in just over a year, and placement has become a new revenue growth point for TV media.

in addition to TV media, there are more and more product placement in movies at home and abroad in recent years. It is reported that 12 brands, including China Mobile, Canon, Hewlett-Packard, BMW and Taobao, have been implanted in the film, contributing 40 million yuan in advertising revenue to the film. 15 brands in the Hollywood blockbuster Minority report saved it $25 million, while product placement in the live-action Transformers in 2007 brought in more than $40 million. Thus it can be seen that at present, implantable marketing has become an important propaganda means for many enterprises.

the diversity of implantation nowadays, the fragmentation of media and the development of network and video games make people pay more and more attention to the content market in various forms, which makes implantable marketing have a more diversified face as a way of marketing parasitic on media content.

Dong Yan, a researcher at Communication University Of China BBI Business Brand Strategy Research Institute, pointed out that product placement is usually used in TV dramas, movies or TV programs, but the platforms for product placement can also be stage dramas, sports events, music / MTV, electronic maps, online videos, blogs, printed publications, printed pictures, desktop wallpapers, etc. As long as consumers can access the content platform with entertainment or news value, it is likely to be used as a carrier of brand communication to convey a new brand experience to consumers.

there are different categories of implantable marketing in the industry. Dong Yan pointed out: & ldquo; implantable marketing is defined in terms of sound and vision, plot, background, props and other operational means, and some are defined according to different channels of the media. & rdquo; and Zha Daocun, director of Anhui TV Advertising Center, believes that: & ldquo; from the gradual process of the implantation model, there are roughly three levels: simple implantation, integrated implantation and focus implantation. Simple implantation is similar to the current more common form of soft advertising, it presents the product logo and brand in isolation in the program, the brand or product features are hardly related to the content of the program, and the forms of naming, sponsorship and standard edition are often used. such as the Great Red Eagle Theater, Yili Jia film has an appointment and so on. & rdquo;“ for simple placement, the brand can be changed, if there is no brand does not affect the transmission of content, then the effect of this kind of placement advertising is also limited. & rdquo; Dong Yan pointed out its limitations. In this regard, Chen Zhaohui, assistant general manager of Red Bull Vitamin Beverage Co., Ltd., agrees: & ldquo; Red Bull also uses this kind of publicity. For example, in terms of movies, many Hollywood blockbusters released in recent years have Red Bull drinks, Red Bull advertising cars or other brands. In China, Red Bull drinks have also appeared in movies such as "endless" and "Dad rushes forward". However, in several domestic films, Red Bull is mainly a simple prop implanted as a beverage, which is not fully integrated with the plot and character, and does not give full play to the role of implantation. & rdquo;“ integration implantation refers to implanting the brand into programs and TV dramas through various implantation methods, promoting the brand without affecting the quality of the program, so as to attract the attention of the audience and spread the brand effect. This way of integrating brand and advertising is the intermediate level of product placement, and it is also a more implicit and potential way of advertising. The focus implantation is a step further than the integration implantation. brand products not only match the style of the program in temperament, but also show the demands of brand products through the development of the plot of the program. even let the audience deeply perceive the characteristics of the use of the product and the spiritual connotation of the brand.

although the communication effects of the three performance levels of implantable marketing are different, considering the different needs of different products and brands in the process of communication and the limitation of operation ability, therefore, the three levels of implantation are neck and neck in the market at the same time. But for those big brands with strong strength, they prefer to choose focus implantation to reflect their trend-leading attitude. & rdquo; Cha Dao Cun said. & nbsp;

whether simple implantation, integrated implantation or focus implantation, it is very different from the operation mode of traditional advertising. & ldquo; traditional advertising production links and processes are relatively simple, advertising agencies are easy to control the work cycle, usually the production cycle can be completed according to the advertiser's marketing plan. Implantable marketing has to be extended because of the production cycle of the implanted content, for example, if a TV series is implanted, the cycle can be as long as several years, which is beyond the control of advertising agencies. Kong Qingxi, a researcher at rdquo; Communication University Of China BBI Business Brand Strategy Institute, said.

as a content manufacturer, Liu Zhaochen, executive vice president of Tangde International Culture and Media Group, has a lot of experience: & the ldquo; brand has entered our content. First of all, screenwriting has evolved from the one-way behavior of film and television production companies, especially screenwriters, to a deep two-way interaction among screenwriters, advertisers and enterprises before script finalization and TV drama filming. From the original more emphasis on the script and the plot itself to maximize the display of enterprise products under the premise of fully considering the rationalization of the plot; the cycle of script creation is prolonged and needs to be prepared in advance; in addition, it is necessary to make the frequency of product placement in the plot reasonable so as to avoid audience visual fatigue and even rebellious rejection. & rdquo; however, any ill-considered aspect of the implantation process can be counterproductive. It is reported that the BMW in "there are no thieves" paid for advertising, but it had a negative effect on BMW because of a line in the play-"ldquo; drives well is not necessarily a good person-rdquo;." Therefore, implantable marketing needs to be dealt with carefully.

the challenge of implantable marketing implantable marketing is effective for some brands, for others, it is only expensive & ldquo; product packaging video & rdquo;, in the process of transforming the audience to consumers, implantable marketing faces certain challenges.

Zuo Di, brand director of TCL Group Co., Ltd., believes that: & generally speaking, implantable marketing is a supplementary means, so its advantage lies in the deep excavation of the brand concept and the embodiment and display of the high-level elements of the brand connotation. Because the brand embodies a culture and concept, and corresponds to a specific user base, implantable marketing does have an advantage in this respect. And the combination of implantable marketing with ordinary advertising and public relations can make a kind of deep and effective integrated marketing. & rdquo;, however, product placement also has inherent shortcomings compared with traditional advertising. & ldquo; first of all, from a vertical point of view, the time use of brand placement is not as flexible as traditional advertising. Because it takes a long time and cycle to make a movie and TV series, it is difficult to combine new product release with product placement. Secondly, horizontally, the coverage of TV dramas and movies is limited. Advertisements can be broadcast on many channels at the same time to convey the message of the product. Even if TV dramas and movies can be broadcast on many TV stations at the same time, advertisements can be followed up on both the print media and the Internet. Rdquo; Zuo Di said.

this leads to the randomness of enterprises' investment in product placement marketing. Zuodi said: & ldquo; the current corporate investment in product placement is temporary and random. Under normal circumstances, it is impossible to plan half a year or a year ago. If the funds were relatively abundant at that time and happened to be met with a suitable project, it would be possible to do so. On the whole, due to the lack of systematic planning and strong randomness, implantable marketing has not become an integral part of the enterprise's annual marketing plan. & rdquo; one of the reasons, Zuodi analysis pointed out: & ldquo; may be because of the difficulty of operation, and the effect is difficult to determine. At present, the advertising of enterprises has formed a relatively stable, transparent and fixed way, and advertising budget is an indispensable part of corporate publicity. Because the history of advertising is relatively long, the effect can be measured relatively, and a mature model has been formed. The brand implantation of movies and TV dramas is a new thing, and different contents lead to great differences in marketing effects, which can easily be counterproductive. & rdquo; on this point, Zuo Di talked about the risk control of TV series and movie product placement. Ldquo;TCL has many products and is in the stage of transition from manufacturing to creation, so TCL hopes to change people's image of low price and good quality, and is more willing to enhance consumers' reputation for the brand. If there are good material resources, it still meets the needs of TCL. Of course, large enterprises will look from the aspects of directors, movie stars and plots to ensure the safety of the investment. Big enterprises reject catastrophic consequences and refuse side effects. For some companies in the rising phase, they may be more willing to try this approach, because they are in a hurry to open up the popularity of the stage, in this way, can be done to build popularity and reputation at once. & rdquo; in this regard, Zuo Di gave suggestions: & ldquo; for the upstream producers, to standardize the production, to have transparency. Hope to have a professional intermediate team, not only understand the enterprise, but also understand the producer. As for enterprises, the demand for implantable marketing absolutely exists. Due to the homogenization of marketing, enterprises are eager to appear some novel and higher-level marketing methods. In addition, it is most important for enterprises to judge whether the target consumer group of the script matches the target consumer group of the brand. The effect of marketing will be good only if the bullet hits the target and the content is highly coincident with the target consumer group of the brand. & the effect of rdquo; implantable marketing involves many factors, such as media content, product, brand, audience, environment and so on. The biggest uncertainty lies in how to measure its impact on the audience. According to the ANA survey, more than 20% of advertisers have not even tried to find a measure. Among advertisers who have tried to find metrics, 56% find it difficult to measure the entertainment behavior of brands. & nbsp;

it is understood that some enterprises use product placement to stimulate more people to participate in their own competitions or visit their own websites, and then try to use the number of participants and the number of website visitors as indicators of brand entertainment behavior. In the 20th Century Fox show "American Idol" (AmericanIdol), the promotion of the company is very prominent. This can track the number of text message votes through its system, but it cannot track whether product placement directly generates site visits.

people in the industry believe that the effect of an 8-second product placement in a TV program may be the same as a 30-second ad, or even better. But to determine what the key factors are, it is downright subjective judgment.

Tian Tao, vice president of market research at

CTR, said: & ldquo; at present, only by establishing a complete value evaluation system and quantifying the value of product placement can we provide a basis for advertisers to use this new marketing method more scientifically and accurately. From the experience we have gained from using CTRPVI-Model (ProductPlacementValueIndex-Model) to evaluate the value of product placement in programs such as "Leica Walking Show" and "Head & Shoulders China Supermodel Competition", due to the infiltration characteristics of product placement, advertising information can not be obtained through conventional monitoring methods like traditional advertising, except for the combination of conventional program basic data and viewing data. It is also necessary to reflect the placement situation and effect through the evaluation indicators of visual, auditory and situational effects of product placement, so that the lsquo of product placement can be effectively explained. Return on Advertising Investment & rsquo; and & lsquo; Brand influence return & rsquo;. At the same time, a large number of experiments and case evaluation experience tell us that there are still some problems that need to be improved in future research. In the multi-information age, product placement is undoubtedly a major breakthrough in advertising operation. However, only by establishing a set of perfect evaluation system can we provide a basis for further accurate observation and measurement of the effect of product placement and its industrial chain, and promote the placement marketing to enter a virtuous circle and develop healthily. & rdquo;