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鸭脖娱乐app下载_外刊,从“野蛮硬广”到“定制植入”,盘货你逃不外的广告套路
发布时间:2021-06-26 00:34
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本文摘要:You see Pepsi, | see Coke: a new trick for product placement你看到的是百事可乐,我看到的是适口可乐:这就是广告植入的新玩法First came product placement. In exchange for a payment, a TV show or a film would prominently display a brand-name product.先是泛起了广告植入。

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You see Pepsi, | see Coke: a new trick for product placement你看到的是百事可乐,我看到的是适口可乐:这就是广告植入的新玩法First came product placement. In exchange for a payment, a TV show or a film would prominently display a brand-name product.先是泛起了广告植入。为了创收,会把带有品牌名的产物放在电视节目或者影戏中显眼的位置。

Then there was virtual product placement.Products or logos would be inserted into a show during editing, thanks to computer- generated imagery.厥后就泛起了虚拟广告植入。因为盘算机成像技术的生长,让人们在剪辑时,可以把产物或商标添加到画面中。Now, with the rise of Netflix and other streaming platforms, the practice of working brands into shows and films is likely to get more sophisticated.In the near future, the products that appear on screen may depend on who is watching.如今,随着流媒体的生长,植入广告这项技术很可能越来越精湛。

在不久的未来,荧幕上泛起什么广告可能会取决于观众是谁。Streaming services could also drop in brand-name products based on when a show is being watched.Someone who watches a streaming show in the morning could see a carton of orange juice within a character's reach, while a different viewer watching the same thing in the afternoon could see a can of soda.流媒体服务平台做的是能把差别的品牌广告凭据观众收看节目的时间来投放。只管是同一个流媒体视频,早上的时候,观众可能在任何地方看到的是一盒橙汁,而另一个在下午收看的观众则有可能看到一听苏吊水。It could start within a year, said Stephan Beringer, chief executive of Mirriad, a virtual product placement company that has worked brands including Pepsi, Geico and Sherwin-Williams into ABC's“Modern Family”and CBS'“How | Met Your Mother.'Mirriad是一家虚拟广告植入公司,斯蒂芬.贝林格(公司的首席执行官)认为这种植入方式可以在一年内实现。

以前,这家公司把一些广告,好比百事可乐、Geico 汽车保险和宣伟涂料,植入到美国广 播公司播出的《漂亮家庭》及哥伦比亚广播公司播出的《老爸老妈罗曼史》中。This supercharged version of digital product placement is being developed at a time when the marketing businesswhich bet big on TV commercials for decades - needs new tricks to grab the attention of ad-hating cord-cutters.在已往的时间里,电视广告一直在被市场营销行业大笔投入,现在他们确实需要用一些新招式来吸引那些讨厌广告的“掐线族”的注意, 在这一配景下,增强版的数字广告植入发生了。

Beringer, the head of Mirriad, said the current digital product placement technology has been successful enough to suggest that a bespoke version is a logical next step.Mirriad的卖力人贝林格表现,现在的数字广告植入技术已经很成熟了,下一步走定制化广告门路是通情达理的。“Viewers have been educated to look away from advertising," he said.“But we re putting something in that contextually makes sense. If you do it well, and it's not annoying, it can work.他还说,“ 只管观众们已经练就了一身'屏蔽'广告的本事,我们要做的是在不违和的情况下把我们想要的工具放进去。如果你处置惩罚的很好,而且别人不会烦的话,那么这种植入就是有效的。


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