Peer-to-peer marketing turns to 11 platforms for film and television advertising to grab 16 online dramas.

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After that, with the development of the online loan industry, the number of platforms increased and the competition intensified, and some platforms gradually obtained funds through venture capital, equity financing and other means, giving birth to a number of platforms with sufficient financial strength. at the same time, with the expansion of procedural purchase market demand in precision marketing, the advertising channels of online loan platforms are extended to search engines, and begin to develop media channels such as cinema advertisements and TV advertisements. Through inserting, naming, pressing screen bars and other ways to put advertisements, find the target customer groups to browse.

according to statistics, the data from this year to September 15 show that 11 mutual fund brands, such as Qianzhan, Tuandaiwang, Shangjin Service, Zhongye Xingrong, and so on, appear in 16 online variety shows, online dramas and TV dramas in the form of naming, special screen pressing, insert, patch and so on.

recently, "the full moon in bloom that year" has come to a successful conclusion. In the play, the death of Wu Pin, the eldest young master of the Wu family, made countless audiences cry. At the same time, the various mutual fund advertisements interspersed in the play have also attracted people's attention. When mutual fund enterprise advertisements are implanted in film and TV dramas and variety shows, "the full moon is in full bloom that year" is not alone.

according to statistics, the data from this year to September 15 show that 11 mutual fund brands, such as Qianzhan, Tuandaiwang, Shangjin Service, Zhongye Xingrong and so on, have appeared in 16 online variety shows, online dramas and TV dramas in the form of naming, special screen pressing, insertion and sticking.

of course, such ad placement is also expensive. Some industry insiders told reporters that the specific implantation costs need to consider the type and grade of TV dramas and variety shows and many other factors. At present, the general quotation for creative insertion (advertisements performed by TV dramas and broadcast in TV dramas) is 1.5 million yuan / article-2 million yuan / article, and the cost of some media or plays does not include production fees. The naming fee is generally related to the platform and repertoire, and the price of popular TV series on online videos is at the level of 10 million yuan (the fee includes resources such as pre-patches). The hot drama price of pressing screen bar is 150000 yuan / piece-200000 yuan / piece, and there will be a certain quantity requirement for sale.

at present, the mutual fund industry is in a period of compliance and consolidation, and many platforms want to keep a low profile. Why are some enterprises willing to advertise in such a high profile? In this regard, Yingcan Consulting Senior researcher Zhang Yexia believes that the current intensified competition in the industry, advertising is an important part of the platform differentiation strategy. And whether such advertisements meet the requirements of the new Advertising Law on investment and financial management advertisements? "from a policy point of view, it is still in the mutual fund regulation period, and regulators have certain restrictions on platform advertising, but they do not completely prohibit advertising on the platform. Therefore, if the advertising of the platform itself does not violate the laws and regulations and the relevant requirements of the regional financial regulatory authorities, it can still be placed on appropriate channels," Zhang said.

11 platforms have appeared in the popular TV series

IP with different prices

as early as two years ago, when "lost in Hong Kong" was a hit, many investors found that there were two P2P platforms in the film sticker ads. Now, this advertising marketing fire from the big screen to the small screen-in the current popular online dramas, TV dramas, online variety, almost all can see the advertisements of mutual fund enterprises. For example, in "Old Nine doors", there are 12 pieces of different creative love money into advertisements, while in "Chu Qiao Zhuan", there is no "sense of discord" between the advertisement inserted in the upper golden suit and the content of the plot.

according to the statistics of Lanshui Science and Technology, the data from this year to September 15 show that 11 mutual fund brands, such as Qianzhan, Tuandaiwang, Shangjin Service, Zhongye Xingrong and so on, have appeared in 16 online variety shows, online dramas and TV dramas in the form of naming, special pressing screen bar, insert, patch and so on. Among them, Aiqianjin appeared in three TV dramas such as "Legend of Chuqiao", "drunken exquisite" and "full Moon in that year". Wukong Financial Management, owned by Jiufu, was embedded in two TV dramas such as "Advisor Alliance of Grand Advisor Sima Yi" and "full Moon in Flower that year". Another product, Jiufu Wonka, appears in the form of patch in "inadvertent Master 2".

before, the advertising price of pre-film stickers by mutual fund companies has aroused discussion in the industry. What is the price of advertisements that appear on such a large scale in TV dramas, online dramas and online variety shows? The aforementioned industry insiders told reporters that there is no unified standard for advertising prices, and the advertising prices of online dramas of different orders of magnitude are much worse. Before "Ghost blows the Lantern" itself is a big IP, before broadcast the heat is quite high, the advertisement price will naturally be more expensive. And "White Night" is not popular before it is broadcast, and the price will be much cheaper. " At present, the general quotation for creative insertion is 1.5 million yuan / bar-2 million yuan / article, and the cost of some media or repertoire does not include production fees. The naming fee is generally related to the platform and repertoire, and the prices of hot dramas on online videos are almost at the level of 10 million yuan. The hot drama price of pressing screen bar is almost 150000 yuan / piece-200000 yuan / piece, and there will be a certain quantity requirement for sale.

in addition to TV dramas and online dramas, online variety naming is also one of the ways for mutual fund enterprises to insert advertisements. Since the beginning of this year, Qian Station has been named the online variety show "brain opening", and Renren loan has been named the online variety show "see words such as face 2". Companies are tight-lipped about the cost of naming. "the naming price depends on the program time, the artist's' caf é 'and the broadcasting platform. At present, the title of our variety show on Friday and Saturday is generally around 80 million yuan to 150 million yuan." however, there is no advertising cooperation with mutual fund enterprises at present, and the channel is very strict about this area, "a program director of Shanghai Satellite TV said in an interview with reporters."

delivery channels are constantly changing

make it easy for the platform to accurately launch customers

whether it is the advertisement of TV series or the title of online variety, in the final analysis, it is a channel or marketing means for mutual fund enterprises. Throughout the past few years, mutual funds, especially the delivery channels of the online loan industry, have undergone many changes.

because of the Internet attribute of online loans, it starts from online advertising at the initial stage, and rapidly expands to offline advertising. In the early stage, the number of platforms was small, the financial strength of the platform was relatively weak, and there were more considerations in terms of cost, mainly through low-cost channels of social media, such as forums, Weibo, or search engine channels; at the same time, advertising also extends to offline channels, such as outdoor advertising (subway cars, bracelets, tunnel light boxes, platform voice advertising; high-speed rail seat advertising; airport advertising Bus body, stop sign advertisement, etc.), building screen linkage advertising, and some platforms also involve newspapers, magazines and other paper media.

but it is worth noting that at present, the mutual fund industry is going through a period of consolidation, and many platforms have entered a "period of silence" to adjust their business in a low profile. Why are there so many platforms willing to advertise in such a high profile? Last year, the "13 bans" of online loan regulation pointed out that it is not allowed to promote or promote financing projects in physical places other than the Internet, landlines, mobile phones and other electronic channels by themselves or entrusting or authorizing third parties. The offline promotion of the online loan platform is banned, so it is not difficult to understand why the online loan is used to increase the promotion of online dramas.

while Zhang Yexia told reporters, "first of all, due to factors such as compliance adjustment and borrowing limits, platform differentiation weakens and homogenization increases, which means that competition between platforms intensifies, so platforms need to enhance their brand awareness and credibility and quickly get customers, while advertising has become an important part of the platform differentiation strategy. Secondly, from the perspective of advertising media channels, TV and Internet have obvious advantages over other channels in terms of penetration, covering a wide range of areas, and can monitor the effect to a certain extent. Third, at present, video advertising and cross-border advertising marketing are becoming more and more hot, and the acceptance of users is generally high, and the customers of video websites or cinemas are often the target users of the P2P network loan platform, which is convenient for the platform to accurately place advertisements to obtain the target user group. "

the insert price of mutual fund advertisement is 1.5 million yuan / bar-2 million yuan / piece, and the hot drama price of pressing screen bar is 150000 yuan / piece-200000 yuan / piece.

Edit: mary