There are no "999" crews that can't get in, the ancient drama is embarrassing to attract gold

Ancient drama that was once avoided by advertising vendors

How did it become Xiangxiang?

In the past two years, the ancient drama has been criticized by the audience because of the homogeneity of the plot and excessive distortion, and the traffic actor is no longer the traffic weapon of the ancient drama.

This year, Li Yifeng starred in "Mirror · Twin Cities", Yang Yang starring "And Test the World", and Cheng Yi starring in "Agarwood Ru Dandle · Agarwood Chonghua" and other TV series. Come.

Although the audience's enthusiasm for the ancient drama is decreasing, the ancient drama has become the main position of advertising gold owners for traffic.

The ability to suck the gold absorption of many ancient dramas such as "Shang Food", "Agarwood Ru Dandle · Agarwood Chonghua", and "Menghua Record", which harvested more than 20 advertisers, and even the main reason for advertising gold can not be lined up in the team. The situation that cannot be put in.

How did the ancient drama that had been avoided by advertising vendors became fragrant?

There are no crews that can't get in "999"

"Unexpectedly, full of question marks" is the true portrayal of many viewers after seeing the advertisement in the play.

A concentration of the TV series "Just The Rewards" aired in April this year, Ji Yunhe played by the actor Dili Reba was ill, with dishes and weakness. He saw his life shortly after seeing his life.

In the advertisement, Dili Reba was "full of blood and resurrection", holding a health brand in a refreshing manner, and said to the audience who had just given her miserable destiny, "eating this health product is our new fashion."

Coincidentally, in the hit TV series "Agarwood Ru Dandle · Agarwood Chonghua", Yan Zi played by Yang Zi was detained in Tianjiang, his face was wounds, his face was embarrassed. In less than two minutes, Yang Zi appeared in the advertisement of the brightest spokesperson with a bright spokesperson. He recommended a certain yogurt to everyone, and said intoxicated "super solution".

"Agarwood Ru Dandle · Agarwood Chonghua" ads. Figure/Video Screenshot

After many years of watching, the audience has learned that in the fantasy world of Xianxia, ​​there is a doctor, called "999", and Bian Xun looked away, and Hua Yan shook his head.

In the drama in the fantasy drama "Qing Yun Zhi", when the characters said "stomach heat, don't mention how uncomfortable", the granddaughter quickly took out the magic medicine "stomach" from the "three nine real people", and said "the stomach is not good. , Warm and warm. "

In the TV series "Qingyu Years", Ye Ling'er was stained with cold, and Lin Wan'er sent the "999 cold spirit".

In this year's popular "Shang Food", the prince's infection and the boxy box developed by Tai Hospital also wrote the words "999".

"Shang Food" picture/video screenshot

The audience hit the barrage on the public screen: "There is no crew that you can't get into the" 999 "?"

In addition, the protagonists in the ancient drama ate their own hugs, chewed a shop's snacks, and drinking a certain old cellar wine. The city "... made many audiences shout.

Although the paid membership of the video platform can hide for more than a minute of advertisements, but you can still see multiple advertisements in front of the front playback. It appears in an inappropriate position and will also break the immersion of the audience when watching the drama.

Writer Ma Boyong once spit out the TV series of the same name based on his own work "The Central Bureau of the Antique Administration".

"Taking the second master played by Qiao Zhenyu as an example, the front and front of the front face the wish (the protagonist in the play), and the advertisement began. The "This is the price of price", the advertisement itself is fine, but the placed in the middle of the play is broadcast, the design is out of the drama, which is harmful to the actors and characters. "Ma Boyong said so.

In this regard, a person in the TV series industry said to China News Weekly that compared with the movie, the TV series rely more on advertising revenue. In order to recover more funds, it can only be implanted with a lot of advertisements.

Bai Yizheng, the producer of the TV series "Old Nine Gates", said after the film was broadcast, "We have implanted in the past, which often affects the plot because of the strong implantation of the brand. The plot itself exists, and it will not destroy the drama itself. "

Indeed, when the audience discovered this form at first, there were still audiences posting in social media: "The very magical advertisement makes me want to stop it."

Now, as the number of advertisements continues to rise, "want to stop" may have a new explanation.

The intensive implant advertisements

Azuo, who worked in a film and television -implanted advertising agency media company, told China News Weekly that in the morning, modern brands did not dare to put in costume dramas because of the "disobedience" problem. , Jade, jewelry, etc. The emergence of the big explosive hit drama "Zhen Huan Biography" has made many companies see the sweetness of costume dramas and ancient dramas.

When the queen mother sees who loves, she will reward the scenes of Dong Ejiao to who to give Dong Ejiao, which makes some audiences who have brushed the drama repeatedly expressed "no sense of disobedience."

"Zhen Huan Biography" picture/video screenshot

As the TV series has increased and the required returns are getting higher and higher, the ancient drama has made the golden masters break through the threshold with its high popularity.

Xie Yi, who is responsible for business work in a film and television company, told China News Weekly that connecting implant advertising is a trivial job. The producer should find out the project highlights in the early stage, so as to screen the appropriate implantation category, and then give the brand targeted to the brand. After the promotion item, after the brand party reaches its intention, the implant script must be produced first, and it can be advanced before it can be promoted. Reached cooperation. A screenwriter told China News Weekly: "Near the boot, the business of the drama party's business and the video platform side directly implanted the advertisement on the title page of the script, and the content of the implantation was very fine." Everyone wants to recover the cost in early pulling the whole pulling into the whole pull. "

Due to the special background of the ancient drama, it is often aimed at the category of relative to the ancient drama. Taking the TV series "Shang Food" as an example, it is a drama with ancient cuisine. Advertising sponsorship is also mainly food brands, such as snacks, milk powder, beverages and other companies.

Azuo shared his own experience. "Generally speaking, 30 episodes of scores and 40 minutes of TV series, we will control the total amount of implanted advertisements to about 20. Too many audiences will have reverse, and the effect of putting the effect is also the effect. It will be greatly reduced. "

But in fact, today's ancient dramas, 20 implanted advertisements are already in the industry that they are embarrassed to say hello.

"Menghua Record" is far ahead with the results of more than 40 advertisers. , E -commerce, cosmetics, etc. are included.

During the broadcast of the "Menghua Lu" episode, there was even a situation of "difficulty in finding" advertising position. According to media reports, the advertisement is calculated in seconds. The brand budget of a beverage brand is 5 million. If you want to put it in the form of a mid -picper, you have to line up.

For a while, the ancient drama changed the image of the former "desertation", as if singing Zhou Dong's song:

"Don't trouble it, don't trouble it, how many you have, it's okay together ..."

Not only that, the fans of each artist are also secretly poking, and use the investment level of the TV series that they love to participate in the TV series as a benchmark for measuring the artist's "industry status".

Fans not only count the number of advertising implants for their own loved beans daily, but also count the number of "home" artists to achieve the purpose of pulling steps.

As the so -called, "People have me, both status; people have me, one low, one, etc.; You and I have no, someone must have a black hand."

The TV series "Cang Lan Jue" had been on the hot search because there was no advertisement, and even became a reason for many people to laugh at the "no popularity".

Some artists will bring their spokesperson to film and television works. The spokesperson of a yogurt brand of "Agarwood Ru Dandle · Agarwood Chonghua" is starring Yang Zi. In "Knowing with the Jun" The tile brand endorsed on the same screen.

A artist publicity said to China News Weekly: "Artists cannot publicize the same product products for their own brands. This is written in the contract. This is also the case for implanting advertisements in actors."

However, in "Agarwood Ru Dandy · Agarwood Chonghua", Yang Zi spoke a sanitary napkin brand in the play with a film advertisement. Another sanitary napkin brand belonging to the competition also appeared in the list of cooperative brands of the play.

In the words of Li Yunlong, the leader of the independent group in "Liang Sword", today's implant advertisements have become a pot of porridge like Jin northwest.

More and more fierce and refurbished.

Can you shoot well after making money?

In the case of a large amount of gold in some episodes, some episodes, which are also ancient dramas, encountered cold in the investment promotion.

There are very few sponsors such as "Yan Fu", "Zhu Qing Good", "Cang Lan Jue", and "Mirror · Twin City". "Sheng Canghai" was broadcast, and advertisements gradually became more.

"In the past two years, the brand is more willing to put on the head drama with explosive potential, because there is a traffic guarantee." Said Shey, who is responsible for business work in a film and television company.

In fact, only one of the "Menghua Records" that really can be called the explosive ancient drama this year. In the past, the traffic starring lineup and routine production template that knocked on the door of wealth no longer took effect. From the audience to the advertisers, they were waiting for the real good content.

When the first episode of "Menghua Record" was broadcast, there was a title advertisement. Figure/Video Screenshot

Not only that, the platform and the distributor also captured the audience's rebellious emotions. In order not to interrupt the audience's viewing, "Agarwood Ru Dandle · Agarwood Chonghua" innovated the new gameplay of the "barrage interactive package". The audience can adopt an emoji package with the words of advertisers in the barrage area to interact with the plot.

In addition, the episode adopts the end of the film, which is concentrated in the "XX small theater". There are also cooperation between episodes and broadcast platforms. By allowing the audience to buy "exclusive tidbits", unlock the tidbits, while packing and selling some peripheral products, release some customer rights and interests.

In this regard, many industry views believe that changes in such gameplay also come from the dilemma of the video platform today.

Many viewers do not know that taking TV series as an example, some advertisements come from the TV drama producer and another part of the advertisement from the video platform as a broadcasting party.

However, in recent years, the growth rate of membership has slowed, and profitable difficulties are a problem of boss. From December 2021 to June 2022, iQiyi, Mango, Tencent, and Youku successively raised their membership prices. Long video platforms attempted to "self -rescue" through rounds of membership price increases. The meaningful "advanced on -demand" has been criticized again and again. "Single collection purchase" has become far away from audience acceptance. Now, the video platform Fang wants to balance high film and television copyright costs, and can only do it in advertising. article.

With the fierce competition with short videos, the advertising business is getting worse and worse. According to Quest Mobile data, from 2019-2023, online video advertising share has gradually been squeezed by e-commerce and short video, from 5.8%in 2019 to 4.3%in 2022.

The ability to monetize is too single, and advertising has become an inevitable. Under the blessing of traffic stars, the ancient drama has more exposure and topic, and naturally has become the object of advertisers for competition.

The audience does not care how much money the filmmaker and the platform have made, and how much blood returned, but also care about "when you make money, can you give us better works."

But in fact, more stories around you are more like "running a roll", not "we make money, we can give back to the parents of food and clothing."

I do n’t know if the "Ling Dan Simpage", which died in the "Three Nine Immortals", can give the audience a bit for the audience, without much efficacy, let the audience forget the plot of those spicy eyes.

(The requirements of the interview object, the Xie Yi and Azuo in the article are all pseudals)

Author: Yin Wanni ([email protected])

Edit: Hu Kefei

Operation editor: Xiao Ran

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