Analysis Of Chinese Product Placement For Original Web Series

Since 2014,original web series begin to develop quickly,product placement is an important means for profit and absorption,but the industry and the audience have mixed reviews of this approach.Some professional companies control the quantitative impact assessment approach,the evaluation factors and evaluation methods of advertisers and content parties are different,the implantation disorders are common.It not only disturbs the normal order of the advertising market,and destroy the audience's normal viewing experience,it is extremely urgent to explore the effective implantation methods and evaluation methods of original web series.Based on this background,this article studies the various methods and market situation for the creation of the original web series product placement,determines the evaluation factors for advertising effectiveness,according to the related theory to establish the simple way of advertising effect evaluation and combines specific case analysis to explore the effective way to product placement of original web series.First taking the self-made contents of major video websites as research samples,the development of the original web series is divided into four stages:the exploratory period,the market initiation period,the high-speed development period,and the application maturity period.According to the concept of ecology,the changing factors of advertising ecological environment in the development of original web series was deduced:advertisers,advertising media,consumers,and the external environment.Based on implanting techniques,the forms of advertisement creation of original web series are divided into scene implantation,sound implantation,image Implantation and plot implantation.Secondly,this article analyzes the market size,industry status,and legal regulation of the original web series,compares the traditional means of implantation,and combines the corresponding theoretical basis,determines the independent variables and dependent variables for effect evaluation,and builds a preliminary assessment method.The feasibility of the application was verified by a network-made drama "Ghost Blowing the Light".Finally,the key factors for the original web series are drawn,and the effective methods of network-made dramas are proposed in terms of content matching,effective promotion,audience segmentation,and interactive channels.In the face of the ever-changing audience with vague market and group characteristics,the advertising of original web series can only achieve the long-term development only by focusing on the high-class content and the individual needs of the audience.