Research On The Innovation Of Product Placement In Network Homemade Variety Shows

In the context of the rapid development of the Internet,the media contact environment and audience behavior have undergone tremendous changes,and online self-made variety shows are deeply loved by audiences.The environment of the Internet and new media has changed the way people obtain information from passive acceptance to active search and active selection.These have improved the audience's ability to evade advertisements,and audiences are increasingly bored and repelled by potential advertisements.Implant advertising has become an important way to solve audiences' avoidance of advertising,but in the process of rapid development,implantation strategies need to be improved to adapt to the development of the situation.This article attempts to summarize the research results of embedded advertisements in network self-made variety shows,sort out the development practice,analyze and summarize its innovation direction,in order to enrich the research results of embedded advertising in self-made online variety shows,and provide reference for its practical development.First of all,this article summarizes the development context of network self-made variety shows through combing and analysis,sums up the content and form of embedded advertising,and analyzes the characteristics of embedded advertising from the four dimensions of concealment,diversity,flexibility and reach;Secondly,the problem of implant advertising itself is the internal factor that promotes advertising innovation,and the external factors that promote the innovation of network self-made variety shows into advertising are analyzed from the aspects of policy,economy,culture,technology,industry and cost.Finally,this article summarizes the innovative path of self-made variety shows on the Internet for placement of advertisements.Based on digital technology,the audience is classified into precise layers and groups,and the precise positioning of advertisements in more detailed circles is used to strengthen the personalization of advertisements.,Objectification;content innovation is the main battlefield,high-quality content is created,and efforts are made in terms of value,interest,proximity,etc.;integrated interactive communication is the core,and interaction with the audience is strengthened,in diversification,integration,and creativity Realize brain-in-the-heart advertising dissemination through interactive interaction;focus on the audience experience,create a scene-based user experience,strengthen the experience in touching,heart-warming,and immersive aspects,and enhance the attractiveness and appeal of advertising.