2016荣耀娱乐营销年度整合方案60P.pptx

2016娱乐营销年度整合方案FUSE. Nov2016年内容营销市场趋势多样化的内容合适机会和解决方案SponsorshipTailor Made ContentEndorsementAFPHigh exclusive沟通策略, 然后内容策略FIT: Relevance/Affinity　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　A6收视较差完全契合收视较好高度契合顶级资源A5A4收视较好契合度佳A3收视超高缺乏契合度A2A1FAME: ImpactA(I)0I3I1I2I4I5I6我们如何为品牌寻找和筛选机会可合作度与延展空间与达喜的品牌调性和相关度项目的潜在影响力2016五大内容趋势:1)明星依然是各大平台的王牌挑战类旅行社区歌唱类美食亲子运动Q1《绿茵继承者》ZJ PSTVQ4《星球者联盟TJ PSTVQ1《来吧冠军》ZJ PSTV资源跟着明星走浙江卫视和湖南卫视引领综艺节目的潮流收视率%-浙江卫视湖南卫视主导收视市场-热门综艺节目集中在户外和才艺秀节目2) 互联网生节目Program: Li Ai’s closetPerformance: 84m (total) Avg. 876k/episodeSponsor: CasarteFirst digital based interactive fashion program with model/host Li ai to showcase HOW TO dress tips for different occasions while travelling abroad.Program: I Super ModelPerformance: 262m (12episode)Platform: IQIYISponsor: JD Clothes, Medea, Breezer14 selected amateur models, divided into two teams with 2 celebrity model guidance to compete for final top model. Shoot in Australia for whole season. High quality production, big investment, exotic, eye catching, cut through from cluttered reality shows. Iqiyi ‘VIDEO OUT’ technology enabled one click purchase while watchingTravel + fashion + social +occasion utilityShort 4-10 mins episode to fulfill audience’s micro-moment demand on fragmented content consumption. 视频网站内容生产的大生态AFPCo-Creating with CommercialCopyright ExtendingOriginalContent Development各大视频网站各有不同基因Talk Show Variety / FashionYouth (Korean / Music / Lifestyle)Celebrity effectWeb Drama / USA FashionMovie Music内容市场的“二八原则”20% Hot Content Drive 80%+ ViewershipTargeted Group with Specific Category 版权内容Copyright Extending商业定制栏目AFP Co-Creating with Commercial网站自制内容Original Content DevelopmentImpact High video view (vv :4000w+)High cost( title sponsor: 5000w+)Bounding the hot topicHigh video view ( vv : 1000w-5000w)Medium cost(title sponsor : 1000w-5000w)Medium video view(vv: 300w-1000w) Low cost(sponsor: 500w-1000w)Affinity Rise of Digital Programs3) 生活方式和碎片化时间促生了新的节目生态Fashion: Seeking video inspiration on fashionTravel with movi