优酷将推出“移花接木”广告
英国一家广告公司即将收获与中国科技巨头阿里巴巴(Alibaba)旗下一家公司达成的流媒体交易的初步果实。
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现在与阿里巴巴直接合作，此前该公司与中国视频平台优酷达成协议;由马云(Jack Ma)创始的互联网零售集团阿里巴巴两年前以约40亿美元收购了优酷。
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.
优酷视频平台的观众很快就能在节目中看到嵌入的品牌，MirriAd将通过数字插入或影像叠加，将品牌形象嵌入剧集，例如视频中的咖啡桌上出现一罐逼真的软饮料。
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.
这家英国公司成立于7年前，据该公司首席执行官马克•波克凯维奇(Mark Popkiewicz)表示，其成立宗旨是针对高质量在线电视节目的激增。
“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.”
“观众对电视节目被广告打断的反应很糟。它们正处于一个极端尴尬的状态，大量广告正在打断高制作价值电视或在线节目的复苏。”
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，时移(time shifting)观看及视频点播——如Netflix——兴起的同时，“越来越多的资金被投入让品牌出现在内容中。”
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.
他还表示，虽然近年来植入式广告变得更加时尚，但数字化植入产品——品牌及营销口号的植入——实际上更有效率和可扩展。
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在优酷上进行的第一场广告宣传是为租车公司弹个车(Tangeche)进行的。弹个车母公司、杭州大搜车汽车服务(Souche Automotive Services)副总裁陈琦表示，优酷播放的多个节目将展示“细腻信息”。
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，这场广告宣传将会出现在《Day and Night》、《镇魂街》(Rakshasa Street)等节目中，将涉及“城市主流工作和生活”的场景。
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拒绝评论还有哪些品牌正在与其合作进行数字化产品植入，但一名知情人士称，联合利华(Unilever)、三星(Samsung)、日产(Nissan)都在对其技术进行测试。
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.
这家总部设在伦敦的公司大力开拓了美国、巴西、德国、印度和中国市场，却没有在英国签约客户。“我们不受英国退欧的影响，”波克凯维奇说。
