The New Research About Online Self-made Programs' Brand Placement

With the development of information and communication technology and the improvement of netizens' aesthetic requirements,the competition among major video sites has been shifted from the fight of broadcasting right to creating original self-made content independently.Self-made content has become the main focus of online video industry.As the traditional TV viewing population declines and its viewing time decreases,expensive advertising costs are difficult to bring effectively equivalent advertising results,so that marketers have to seek new opportunities of advertising sponsorship.The content of online self-made programs tends to be more open,which attracts a great number of young people and also raises the attentions of sponsors because of its exponential growth.In recent years,online self-made programs not only win positive WOM(Word-of-mouth)and good reputation but also achieve noticeable advertising benefits.Based on the situation discussed above,this article will analyze and summarize the new contents,types and performance of advertising that appeared in the online self-made programs' advertisement through the typical-cases analysis about online self-made programs,the creators of the implantable advertisement,the innovation in advertising insights,the content of the implantable advertisement,the innovative forms of product placement and advertising language innovation.The article will also identify the audience of the implanted advertisement,audience positioning innovation,the product placement related technologies,big data and cloud applications and the effect of implantable advertising.With the continuous improvement of the standard of programming and the advertising innovation from producers,online self-made programs have improved the traditional forms of ads,focused more on advertising implantation timing and promoted the consistency between advertising and program features.With the widespread use of the Internet,the online self-made programs show the characteristics of the network language in the expression of advertisement slogan,and make full use of high-tech and big data technology to achieve the creativity and accurate communication.According to the author's analysis,this articlewill point out the problems of online self-made programs and its advertising,and also propose future development plans.Under the prosperous development of the online self-made programs,summarizing the innovative performance and spread effect of implantable advertisements online is of great practical significance to future healthy development of online self-made programs and implantable advertisements.