Expect "coming of age ceremony" amid the risk of product placement advertising in film and television dramas

from "struggle", "five-Star Hotel", "ugly girl invincible" to "who is in charge of my youth", more and more advertisements are flashing in TV dramas. Driven by these popular dramas, the current domestic TV product placement market seems to be booming & ldquo; & rdquo;.

< strong > & ldquo; Youth & rdquo; advertisement < / strong >

< strong > < / strong > Zhao Baogang's two popular dramas in recent years are active in the placement of advertisements.

the vertical-necked POLO shirts worn by Lu Tao and southward in struggle are impressive, while the characters in who is in charge in my Youth become KAPPA. Audi appeared frequently in these two dramas and became the driver of the main characters in the play.

now I am familiar with product placement, but Zhao Baogang had a different attitude towards it: & I was opposed to ldquo;, but over the past few years I have gradually felt that it was OK. & Ding Xin, general manager of Beijing Xinbaoyuan Film and Television Investment Co., Ltd. (Zhao Baogang is the chairman of the company), which is the producer of rdquo;, also told reporters that & ldquo; I was particularly resistant to and would not consider (product placement) unless I had a particularly good partner with mutual understanding, such as Audi. & rdquo;

after working with customers in struggle, they found that product placement is not so difficult to operate. & ldquo;, such as Audi, the number of appearances is quite appropriate; as for KAPPA, the money sample is also appropriate. We will not look for far-fetched brands. In fact, Director Zhao will also be angry about the placement of advertisements. We will discuss with the director before shooting, saying that you see that young people have to drink drinks, and it is normal for young children to drink Master Kang. Is it okay to put them in the refrigerator? so Director Zhao agreed. & rdquo; Ding Xin said with a smile.

so the two sides came into close contact again in "who's in charge of my Youth", and Audi's exposure in the play far exceeded the previous frequency.

there are not many producers like Zhao Baogang who are good at cooperating with advertisers in TV dramas. A manager in charge of placement on behalf of clients told reporters that the biggest headache for ldquo; is that many directors reject product placement. Directors like Feng Xiaogang who have done many implanted ads will also apologize to the audience for "if you are the one" ads, not to mention other directors. & rdquo; in the view of these people who are responsible for the specific implementation of product placement on behalf of clients, the TV series producers do not have strong control over the director and the creator. & the director has the final say on the ldquo; scene & rdquo;, and the bigger the director, the more difficult it is to communicate. The situation of ldquo; has not changed much today & rdquo;.

although there are all kinds of running-in problems at present. But this did not affect the producer's desire for product placement. & ldquo; for us, [placement of advertising] is the icing on the cake. Yu Kangchun, president of rdquo; Vanke Film and Television, told reporters. & ldquo; (product placement) allows the show to recoup some of its investment when it is not sold, and we welcome it. & rdquo;

take "who's in charge of my Youth" as an example, the implantation of three brands, KAPPA, Audi and Master Kang, has solved the 5% investment in the show. Last year, Haiyan's drama "five Star Hotel" introduced brands such as Audi, Netcom, TOTO and Nokia, which accounted for 20% of the show's total investment. Liu Xiaosheng, who is in charge of the show's integrated marketing, told Variety that customers usually pay 50 per cent of the contract and the remaining 50 per cent after broadcasting. The best way is to get the advertising brand involved in the project at the script stage, which has two advantages: one is that the brand can be better integrated into the plot, and the other is that with these advertising fees, the producer can guarantee a certain amount of money.

< strong > broadcast is a constraint < / strong >

< strong > < / strong > for TV series product placement, the biggest constraint at present is broadcasting. Failure cases caused by the change of broadcast schedule are not uncommon.

before, the "friend" of the cooperation between Yikoulian and Jung Xinda lost the timeliness of the advertisement due to the repeated postponement of the television broadcast schedule.

Ding Xin is also very helpless about the uncertainty of the broadcast schedule: & ldquo;, such as the ice cream brand, will not be happy if it is broadcast in winter. As a producer, after the film is sold, the schedule is out of our control. & rdquo; in this regard, Yu Kangchun also said, & ldquo;, of course we want to do (product placement), but very often we dare not take this money because we are worried that there will be problems with broadcasting and sometimes get into disputes. & rdquo;

Last year, Haiyan's "five Star Hotel" went to court as a result. The broadcast time of the show on CCTV was pushed again and again, which angered Ryan Diamond, who was implanted in the advertisement in the show, and took the producer to court. Liu Xiaosheng, who is in charge of the integrated marketing of the play, said helplessly to the reporter, & ldquo; we also have no way, the TV station temporarily adjusts the broadcast, the producer is powerless at all. The final result of the rdquo; case is that after mediation, the producer of "five Star Hotel" returned 300000 yuan of advertising money to Ryan Diamond.

unlike TV dramas produced by private production companies, TV dramas dominated or participated in do not have such risks. From investment, production to broadcasting, the TV station can achieve one-stop control over the project. "Ugly Invincible" is a typical example, and the good cooperative relationship between Fang Xiang Nest International and Hunan Satellite TV is what Unilever, the show's biggest advertiser, values most.

the same is true of Meteor shower, which is being produced by Hunan Satellite TV. Helun Media, which is in charge of part of the implantable advertising business of the show, has made a lot of attempts on the show. Wang Yifei, general manager of Helun Media, said that they contacted the producers at the script stage, when the broadcast platform for the show had not yet been determined, and Volkswagen Skoda and a GPS brand joined in immediately after it was broadcast on Hunan Satellite TV.

< strong > the formation of intermediate market < / strong >

< strong > < / strong > although there are all kinds of problems, one thing is clear-mdash;— TV series placement advertising market is gradually growing.

& ldquo; used to spend a lot of time explaining product placement to customers, but it is much easier now. With "ugly woman invincible" and "if you are the one", everyone knows what is going on. Wang Yifei of Helun Media, which specializes in product placement advertising agency at rdquo;, said with a smile.

Wang Yifei said that at present, youth idol dramas, fashion dramas, and series are the darlings of advertisers. & ldquo; customers do not require high ratings for TV dramas. They pay more attention to broadcast time and platform, and care more about letting their target audience see their products or brands appear in the show. & rdquo;

as customers gradually mature, companies and teams specializing in product placement have gradually emerged & mdash;— from the early OA Advertising Company, Hairun Ogilvy, to now Helun Media, these companies are also gradually from a comprehensive advertising agency to a more professional direction. The model of these professional companies is also constantly adjusting, from the initial agency of one or two brands, one or two dramas, gradually to large-scale development. Helun Media is one of the representative companies, & ldquo; we not only do the launch, but also do the platform. & rdquo; Wang Yifei told reporters that at present, while continuing to develop advertisers, they have signed script agreements with some companies in the industry. & ldquo; has established a script library and has signed more than 100 screenplays for film and TV dramas. Hellip;… has more than 50 clients on one side and more than 100 scripts on the other. The next job is to evaluate, and then to do & lsquo between the client and the script. Online game & rsquo;. & rdquo;“ We play the role of a service provider between the customer and the producer. & rdquo; Wang Yifei said that understanding not only the needs of customers, but also the rules of the game of production, this is Helun's way to survive.