Of course, not all TV dramas are mired in this "advertising quagmire". Maotai, the national wine introduced into this year's phenomenal drama "in the name of people", can be described as "stepping through the snow silently". Recently, the popular "Biography of Chu Qiao" and "Military Division Alliance" adopted the "creative insertion" method of customized plots, which was highly praised by many netizens: advertisements were very powerful and no feature films were lost.
Compared with traditional TV advertisements, this new type of advertisement placement is undoubtedly a brand-new TV advertisement deduction form. The concealment of products, the diversity of exposure and the pertinence of demands give it unprecedented development opportunities.
However, when the product is embedded in TV series, two aspects need to be considered in the process of implicit delivery-audience acceptance and product directivity. In other words, if the implantation method is blunt, people will know that it is an advertisement at a glance, which will arouse the resentment of the audience; If the product and content are combined too skillfully, the audience will not realize that this is an advertisement for a product, and the advertising fee is undoubtedly a waste of water for advertisers.
I have to say that advertising placement is a university question. Looking at the current TV drama market, the uneven arrangement of films has seriously affected the audience's mood of watching the drama. How can advertisements be properly implanted?
"Ode to Joy 2" and "Midnight Food Store" were flooded with disasters. Simple and rude implantation leads to rebellious psychology? Wearing the dazzling aura of the first season, "Ode to Joy 2" became a phenomenal masterpiece this year as soon as it started broadcasting. However, it is precisely because of the popularity of the first season that many brands are eyeing this pot of fragrant cakes, and the proliferation of advertisements in the second season has become an established fact.
According to the incomplete statistics of @ Variety, as many as 5 1 brands have been implanted in the advertisements of Ode to Joy 2, ranging from snacks and clothes to home appliances and cars. A big advertisement in five minutes and a small advertisement in three minutes bombarded the audience's nerves in turn, and even the embarrassing situation of similar competing products appeared in this drama.
Advertising posters of vipshop are everywhere. If you send them casually, they must be gifts from various brands. I'm afraid the audience won't see it. I'll give you a close-up
Such a flood of advertisements has become a disaster. Comparing Ode to Joy 1 and Ode to Joy 2, we can find that due to too many advertisements, the douban score of Ode to Joy 2 has dropped again and again, and now it is only 5.3 points: Evian mineral water, three squirrels and other products in the first season fully meet the design of the play, so the audience's acceptance is high; In the second season, some products such as mineral water and Master Kong did not meet the needs of the plot. For example, Qiu Yingying wanted to drink hot water because of illness at the station in the middle of the night, and Qin Ying sent a bucket of instant noodles with Master Kong's white pepper ... I knew that the embarrassment in June would be committed.
If this year's TV series has failed more than "Ode to Joy 2", it is "Midnight Food Store". Because the production of "advertising drama" ignores the plot and rhythm, Douban score of 2.4 is really terrible!
According to Kun Peng's statistics, in the first four episodes alone, there were more than 20 kinds of advertisements for the play, among which Laotan pickled vegetable noodles were as high as 10 times, and only 6 times were broadcast orally, with a cumulative market of 602 seconds.
These simple and rude advertising implants make the advertising information points too dense, and the original "hidden" implantation has also become "dominant" communication, which will make the audience rebellious.
At its root, today's TV drama industry has been entangled in capital interests, and the "director system" has become a "financial system". Where and how to put advertisements is determined by money. In fact, after the bad review of Midnight Food Store, there was a "conflict" between the director and the advertising financier-the director voiced, the financier was present to supervise, and the advertiser responded to the crew and promised everything. Very embarrassing!
How far can "Selecting Heaven" and "Sansheng Stone III" soften the "hard core" plot scene implantation? Modern urban dramas naturally have the breeding ground for advertisements, and for some costume dramas, under the temptation of capital interests, it is necessary to create conditions to unconditionally complete advertising implantation. Generally speaking, this kind of implantation rooted in the plot and scene can soften the "hard core" of goods, with high concealment and good acceptance.
In Choosing a Day, in order to implant a leaf mask, the producer innovated the implantation method according to the needs of the plot-TangTang appeared with a leaf on his face. This kind of implantation connects "a leaf" with a leaf, which is really an embarrassing and polite implantation technique.
Similarly, in the implantation of to the sky kingdom, a leaf mask is slightly sincere. In the play, a leaf turns into a fan in the hands of Princess Green Sleeve, and a bottle of leaf products turns into a beauty cream for close-up, which is more convincing than an embarrassing mask.
In addition, the appearance rate of herbal flavor is also extremely high. From Donghua Dijun to Aly, they are all loyal fans of Baicaowei. However, although the product conforms to the temperament of costume drama, it is divorced from the hard implantation of the plot, which always makes the audience feel resistant.
From the perspective of marketing aesthetics, the audience's acceptance of film and television information is a process of accepting and appreciating beauty. When this artistic appreciation is interrupted by advertising information, the audience will naturally not buy it. Watching TV series itself is a temporary situation to avoid stress and adjust emotions. Excessive performance and retelling of advertisements will make the audience feel that their rights have been violated, which will lead to strong resistance, and the audience's acceptance is difficult to achieve. What about the conversion rate of products?
In this year's hit "Sansheng III", LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Sichuan's "Peach Blossom Drunk" products can be said to occupy the limelight, and the love of Shili Taolin III in the play originated from this pot of wine-"Peach Blossom Drunk".
During the First World War, Yin Si kept up a crisis after drinking peach blossoms, and Mo Yuan was eager to save his disciples, which led to the lack of mana when the inferno invaded. In the second year, YeHua missed Mr.zhou who fell into Zhu Sendai, went to Taolin to find a broken face and asked for a pot of peach blossoms to drink, and vaguely saw the third Baiqian God; When the plot reaches its climax, Bai Qian, who has lost her earthly memory, leans against a peach tree and drinks peach blossoms. YeHua's appearance becomes more and more clear in her mind ... The drunkenness of peach blossoms always plays an important role and becomes the key link of love for three generations.
Despite the high frequency of products, Drunk Peach Blossoms perfectly fits the scene of Shili Taolin. Coupled with the small and quaint design, the whole implantation and plot are like flowing water, and the audience has no sense of conflict after reading it.
The Creative Intervals of "Military Division Alliance" and "Chu Qiao Biography" have been put into a new era? In the recent broadcasts of "Military League" and "Biography of Chu Qiao", "Creative Intervals" advertisements have become the "darlings" of producers and advertisers. Creative insertion is usually done by supporting actors in the play, which continues the relationship between the plot and the characters in the play. Instead of trying to reveal it according to the content plot, we boldly innovate the traditional advertising "paste" method, design a 30-second single product advertisement that conforms to the plot design and story development, and insert it into the TV series to become a unique "spot advertisement".
In the book The Coming Scene Era, it is boldly asserted that "in the next 25 years, we will enter a new era-the scene era". In fact, in the process of TV drama advertisement implantation, the adaptation of scenes is also a major trend. Different from the brand exposure of traditional advertisements, the content implantation of TV plays has become a hot spot of commercial competition. When advertisements are implanted into real application scenes, and "scenes" represent "needs", then the creative implantation forms rooted in the original scenes of TV dramas will be hot.
The TV series "Longmen Escort Agency" was the first to insert advertisements, and the advertisements implanted in each episode made it difficult to distinguish between true and false, and even made the audience mistakenly think that this was the plot; In addition, Longmen Escort Agency will also customize single episodes for goods, such as Qingfengxiang Tea Shop.
Later TV series such as Legend of the Sword and the Chivalrous Man, Ascending to the Top, and Old Nine Gates were all used. They were well received by the producers for their anti-routines, sharp contrast of characters and plot integration, and were deeply loved by the audience for their grounding gas and high energy.
In the recently broadcast "Military Division Alliance", Vantage's advertisement inserted in the magic mirror cigarette machine was praised by netizens as "the advertisement is powerful and does not lose the positive film". The advertisement combines the background of the Three Kingdoms, uses the Vantage Mirror Smoke Machine, and takes the concept of "Food is the most important thing for the people" to awaken the soldiers' fighting spirit.
In The Biography of Chu Qiao, the advertisement of "short rent Pig" is really eye-catching. Integrate brand characteristics into the plot reasonably, implant the brand into people's hearts to the maximum extent, and realize the visual dialogue and spiritual dialogue between the brand and users more thoroughly.
In the first 1 1 concentrated advertisement, Chu Qiao forged a slave release document for Xiao Qi and Hachiba, and asked them to wait for her to escape at the city gate ... to run with a "home", but many hotels and inns naturally could not meet Hachiba's high requirements. So Hachi made a request: laundry, cooking, balcony, flowers; You can take care of the baby, walk the dog and have a bathtub, just like at home. The best solution is-short rent Piglet.
The 30-second advertisement combines the personality characteristics of the characters and the product characteristics of short rent the pig, conveys the characteristics of B&B's "family scene" with twists and turns of the plot, and at the same time vividly interprets Hachi's unruly and willful personality, and really achieves it: living with the drama without losing entertainment.
There is no doubt that the advertising form of "creative insertion" has become the vane of advertising implantation, precisely because the content side and advertisers skillfully attach advertising information to the plot content through the precise control of "embedding", which constitutes a part of the audience's audio-visual plot, and then leaves the impression of products and brands.
In fact, advertising placement is not heinous, and the correct placement method can even cause the audience to sing and watch actively. However, the advertising "hard" implantation in TV drama market still dominates. What kind of delivery is a more effective means?
Inspired by the "creative insertion" advertisement, in the future TV drama advertisement implantation, the "concealment" of form and the "fluency" of content will become the dilemma balance of personalized implantation.