In the office of Ruixiang Group, Zhang Yida asked Fan Hongyang, CEO of Yimin Net Finance, and Fang Yuhan, CEO of Ruimin Financial Management, who came to ask for instructions.
"Yes, Mr. Zhang, online dramas have been particularly popular in the past two years, and they are also targeting young audiences. This highly coincides with the target group of our platform."
Fang Yuhan also nodded, "Yes, I also very much agree with Mr. Fan's point of view."
"This kind of advertising is also called creative insertion, and it first appeared in "Wulin Gaiden" in 2006.
It was the "Baituo Mountain Brand Bone Strengthening Powder" in the play. But no one realized its advertising value at the time, it was just a joke.
Advertisements really appeared in "Longmen Escort" in 2013.
Since then, the advertising value of creativity has been discovered.
In addition to the feature films, a 30-45 second commercial short film shot by the characters in each episode was launched.
This kind of advertisement is integrated with the plot, humorous and natural, and the audience will not be disgusted after watching it, and it will also deepen the brand impression.
Currently on the market, one episode of web drama corresponds to a creative advertisement."
After listening to Fan Hongyang explain the "creative insertion" advertisement, Zhang Yida asked: "How much does this kind of advertisement cost?"
"Currently on the market, the lowest starting price for creative inserts is 900,000 yuan, usually more than 1 million yuan, and the higher ones are more than 3 million yuan. This mainly depends on the quality of the online drama.
If it is S level, the average price may be more than 1.5 million."
Zhang Yida was a little confused, "What is S level?"
Fan Hongyang explained: "It can be simply understood as a large-scale production. This level is determined by the video platform itself, mainly based on the resources of the starring actors, producers, and video platforms."
"Okay, you can put a few in to test the water!"
Zhang Yida remembers that in his previous life, many online dramas had advertisements like this. Halfway through fighting monsters, a funny advertisement shot by an actor in the drama would suddenly pop up for you.
Some viewers may be disgusted, while others will smile knowingly.
This kind of advertising is different from the rough diversion of "loan supermarkets" and "financial management supermarkets". The effect is clear at a glance. Whether it succeeds or not depends on whether the online drama is popular or not.
"Currently, the creative inserts are available in episodes of 5 and 10, and there are discounts for those who buy more." Fang Yuhan added.
"Um!"
Zhang Yida responded with a nasal tone and added: "Let me see what online dramas are available!"
Fan Hongyang handed Zhang Yida a document and said: "Currently there are "Old Nine Gates", "Spring Breeze Ten Miles Better than You", "White Night Chasing the Evil", "River God", "That Year the Flowers Bloomed and the Moon Was Full", "Chu Qiao"
Biography... available to choose from.
"Old Nine Gates" has been filmed and will be released on Dragon TV on July 4th. Do we want to participate in the bidding?"
"Okay, let's make arrangements. Let's try this "Old Nine Gates" first."
…
"Old Nine Gates" creative insert bidding scene.
Fan Hongyang and Fang Yuhan looked at the large number of mutual funds and secretly complained in their hearts, knowing that they would have to compete for capital again.
Since P2P was restricted from offline promotion, mutual financial bosses have put their ideas online.
With the popularity of online dramas, with billions and tens of billions of views, mutual financial bosses have turned their attention to this again.
Fan Hongyang said hello to several familiar colleagues, and then sat next to Fang Yuhan.
"Mr. Fang, there are so many peers today. If you want to succeed in bidding, I'm afraid you will get a high price."
Fang Yuhan glanced at Fan Hongyang and said: "You have hundreds of millions of dollars in cash in your hands, but you don't care. We are different. We can't wait to break a penny in half and spend it."
“It’s not just a matter of more money and less money, but also the issue of input-output ratio.
After spending tens of millions to shoot an advertisement, if the business volume doesn’t increase much, I’d be dumbfounded.”
Ma Zhongjun, general manager of Fang Ciwen Media, the producer of "Old Nine Gates", was very satisfied when he saw the lively bidding scene.
In the past few years, he has been blessed with good fortune. His subsidiary Ciwen Media has successively launched good dramas such as "A Thousand Bones of Flowers" and "To Youth". The company also successfully went public last year through a backdoor merger.
This year's "Old Nine Gates" has just been filmed and has attracted many advertisers even before it was released.
Especially this idea of inserting advertising, I had never heard of it before, but I don’t know why it became so popular.
But Ma Zhongjun doesn't care about these. He only cares about how many ads he can sell today, how much net profit he can contribute to the company, and how much the stock price can be boosted.
The subordinate came over and asked: "Mr. Ma, so many companies have come today, what is the appropriate base price for us to set?"
"Isn't iQiyi planning an S-level production for us? The base price is at least 3 million yuan per episode!"
Then, the host of the bidding came on stage and began to read out the rules of the bidding.
There are a total of 48 episodes of "Laojiumen", and Ciwen Media divided it into several segments for bidding.
The first to fifth episodes are one paragraph, and the sixth to eleventh episodes are one paragraph...
Each episode ranges from five to ten episodes, fully taking into account the different needs of customers.
When Ciwen Media announced that the minimum bidding price was 3 million per episode, many weaker companies at the scene backed down.
According to this price, even if you only shoot 5 episodes, it will still cost 15 million yuan, and what you get in exchange is 5 web drama advertisements of several tens of seconds.
In addition to helping advertisers insert advertisements in Laojiumen, Ciwen Media is also responsible for shooting advertisements. It can be regarded as a one-stop service!
Even so, some people still think it is expensive and give up bidding directly.
After all, there are only a few people who give up. P2P in the past two years has made a lot of money, and it is no problem to spend tens of millions.
As for where this money comes from? Maybe only the boss himself knows.
Ruimin's financial management capabilities were weaker, so Fang Yuhan chose to participate in the bidding for the 5-episode advertising package.
How much should you add to the base price of 15 million?
Fang Yuhan thought for a while and wrote a price of 18.88 million!
The staff collected the prices filled in by the bosses in the audience in a sealed document bag.
After the staff on the stage checked the price, the host said:
"I will announce that the highest bidder for the lot numbered A01 is - Ruimin Financial Management! The bid is 18.88 million yuan!"
Everyone in the audience applauded. Fang Yuhan stood up and gestured to all parties, and her heart finally fell to the ground.
She was really worried that she wouldn't be able to win this 5-episode commercial.
What Fan Hongyang wants is the 10-episode advertising segment, and the base price is 30 million.
This bidding section is the final one.
Fan Hongyang thought about it and found that the transaction price of the previous nine episodes was 38.8 million, so he wrote down the figure of 48.8 million.
Then the host announced: "The highest bidder for Lot A06 is - Aiqianjin! The bid is 52.8 million yuan!"
Oops, the bid failed!
Fan Hongyang looked at the host on the stage with some surprise. He thought his price was high enough, but Cheng Yaojin came out.
He had heard of Aiqianjin, which was established more than half a year later than Yimin Wangjin, in 2014, but its scale has grown rapidly.
Fan Hongyang thought he was sure of everything, but was overturned by a rising star.
Many mutual fund bosses present turned their attention to Fan Hongyang, with amusement in their eyes.
Aren’t you the number one company in the industry? How come you are outshined by a little-known company?
Large rollover scene!
Fan Hongyang somewhat lost face and pursed his lips without speaking.
Fang Yuhan saw that Fan Hongyang was a little disappointed, and smiled and comforted: "This is more than 50 million. I think this price is too outrageous! Mr. Fan, be more open-minded!"
"I'm fine!" Fan Hongyang shook his head, "There are so many online dramas. I'll just invest in another one after a while! I want to see if he can get back his 52.8 million yuan."