優(yōu)酷將推出“移花接木”廣告

A UK advertising company is about to enjoy the first fruits of a video streaming deal with a group owned by Chinese technology giant Alibaba.

英國(guó)一家廣告公司即將收獲與中國(guó)科技巨頭阿里巴巴(Alibaba)旗下一家公司達(dá)成的流媒體交易的初步果實(shí)。

MirriAd now works directly with Alibaba after initially striking the deal with Chinese video streaming platform Youku, which the internet retail group founded by Jack Ma bought for about $4bn two years ago.

MirriAd現(xiàn)在與阿里巴巴直接合作，此前該公司與中國(guó)視頻平臺(tái)優(yōu)酷達(dá)成協(xié)議;由馬云(Jack Ma)創(chuàng)始的互聯(lián)網(wǎng)零售集團(tuán)阿里巴巴兩年前以約40億美元收購(gòu)了優(yōu)酷。

Viewers of China’s Youku video streaming platform will soon be watching programming with brands, such as a realistic looking soft drink can on a coffee table, digitally inserted or superimposed into episodes by MirriAd.

優(yōu)酷視頻平臺(tái)的觀眾很快就能在節(jié)目中看到嵌入的品牌，MirriAd將通過數(shù)字插入或影像疊加，將品牌形象嵌入劇集，例如視頻中的咖啡桌上出現(xiàn)一罐逼真的軟飲料。

The UK company, which launched seven years ago, was formed in response to the explosion in quality online television programming, said Mark Popkiewicz, chief executive.

這家英國(guó)公司成立于7年前，據(jù)該公司首席執(zhí)行官馬克•波克凱維奇(Mark Popkiewicz)表示，其成立宗旨是針對(duì)高質(zhì)量在線電視節(jié)目的激增。

“Audiences react badly to having their shows interrupted with advertising breaks. They are in a pretty uncomfortable situation where a plethora of advertising is interrupting what is a resurgence of high production-value content on television or online.”

“觀眾對(duì)電視節(jié)目被廣告打斷的反應(yīng)很糟。它們正處于一個(gè)極端尷尬的狀態(tài)，大量廣告正在打斷高制作價(jià)值電視或在線節(jié)目的復(fù)蘇。”

The rise of time shifting viewing and on-demand streaming services, such as Netflix, has been matched by a “an increasing amount of money being spent by brands on being in and around content”, he said.

他表示，時(shí)移(time shifting)觀看及視頻點(diǎn)播——如Netflix——興起的同時(shí)，“越來(lái)越多的資金被投入讓品牌出現(xiàn)在內(nèi)容中。”

While product placement has become more fashionable in recent years, digital product placement — or the placement of brands or marketing slogans — was more efficient and scalable, he added.

他還表示，雖然近年來(lái)植入式廣告變得更加時(shí)尚，但數(shù)字化植入產(chǎn)品——品牌及營(yíng)銷口號(hào)的植入——實(shí)際上更有效率和可擴(kuò)展。

MirriAd’s first Youku campaign is for Tangeche, a car leasing company, and will feature “subtle messaging” across multiple shows screening on the platform, according to Chen Qi, vice-president of Hangzhou Souche Automotive Services, Tangeche’s parent company.

MirriAd在優(yōu)酷上進(jìn)行的第一場(chǎng)廣告宣傳是為租車公司彈個(gè)車(Tangeche)進(jìn)行的。彈個(gè)車母公司、杭州大搜車汽車服務(wù)(Souche Automotive Services)副總裁陳琦表示，優(yōu)酷播放的多個(gè)節(jié)目將展示“細(xì)膩信息”。

The campaign, which will appear in shows such as Day and Night and Rakshasa Street, will involve scenes that feature “urban mainstream working and living”, he said.

他表示，這場(chǎng)廣告宣傳將會(huì)出現(xiàn)在《Day and Night》、《鎮(zhèn)魂街》(Rakshasa Street)等節(jié)目中，將涉及“城市主流工作和生活”的場(chǎng)景。

MirriAd declined to comment on which other brands it was working with on digital product placement but a person briefed on the matter said Unilever, Samsung and Nissan were known to be trialling its technology.

MirriAd拒絕評(píng)論還有哪些品牌正在與其合作進(jìn)行數(shù)字化產(chǎn)品植入，但一名知情人士稱，聯(lián)合利華(Unilever)、三星(Samsung)、日產(chǎn)(Nissan)都在對(duì)其技術(shù)進(jìn)行測(cè)試。

The company has concentrated its efforts on the US, Brazil, Germany, India and China and while it is headquartered in London has not signed clients in the UK. “We are Brexit proof,” said Mr Popkiewicz.

這家總部設(shè)在倫敦的公司大力開拓了美國(guó)、巴西、德國(guó)、印度和中國(guó)市場(chǎng)，卻沒有在英國(guó)簽約客戶。“我們不受英國(guó)退歐的影響，”波克凱維奇說(shuō)。