Vertical advertising creativity towards the path of scientific
Creativity is the soul of advertising. At present, live and short video has become an important component of public life, and vertical-screen advertising based on short video platforms has naturally received more attention from advertisers. Short video creates a context that, unlike previous TV commercials, has more vivid, fuller, more emotional appeal, and so on, which is the advantage of vertical advertising.
As early as 2018, Jiyin began to study vertical-screen advertising, recently launched by the official "2019 V-UP jitter vertical-screen advertising creative competition" official, but also on the vertical-screen advertising for a more scientific exploration.
Marketing industry events are numerous, although each has its own highlights, but few brand-based perspective of the event platform. For brands, participating in the event is not just a one-time brand exposure, nor is it simply relying on the "one-way" event to endorsement for themselves, but is based on their own brand tone of value accumulation. Therefore, the form of the brand to participate in the event, it determines the degree of its brand value.
Through the exploration of vertical-screen advertising, Jiyin found the growth mode of brand, event and user co-symbation, in the "2019 V-UP sound vertical screen advertising creative competition", the game has been upgraded, in addition to the official main track, the first time to open a brand-named track, joint glory mobile phone and Ctrip Travel two brands issued the official proposition.
"Double track" model for the brand to create a marketing home, brand participation into brand initiated, brand as the first perspective, the event as a brand's own tone of an extension.This model can not only flexibly meet the purpose of brand competition to attract users' attention, when the brand initiative is highlighted, the path between creative practitioners and brands is opened up, a large number of high-quality creative content is constantly hatched, the user's enthusiasm for participation is further stimulated, in the process of promoting the landing and transformation of creativity, the contacts between brand and user communication are also linked, and thus form a more sustainable value accumulation.
From another point of view, the brand's addition is a recognition of the value of the contest, through the contest, can help the brand to achieve creative expression, in order to enhance business value.After the adoption of the "double track", the competition hatched a large number of vertical-screen advertising works, of which, the official main track collected nearly 300 works, brand proposition track, glory mobile phone track 154 works, produced 8 winning works, a cumulative broadcast volume of 135 million times;
Among them, Ctrip travel in addition to the content output within the jitter platform station, but also with off-site marketing throughout, and "Chi-Chi-Chi said" cooperation "across the mountains and sea Ctrip arrangements, take you all over the universe wave" topic extension, in order to build their own diversified content ecology and brand image. And glory mobile phone is also in the process of transmitting product value, and constantly improve the user ecology and communication contacts.
Events can inspire the industry to evolve, and in the age of intelligence, creativity is no longer a flash in the pan, but requires scientific thinking to help creativity continue to be generated. Carrying short video creative vertical-screen advertising, is still in the stage of exploration of development, at this time, the industry's first vertical-screen advertising event - V-UP sound vertical-screen advertising creative competition, the development of vertical-screen advertising has played a decisive role in promoting. Since the launch of the first "V-UP Shake Sound Vertical Screen Advertising Creative Competition" in 2018, it has attracted great attention from the industry, and Jiyin has subsequently launched the methodology product "Vertical Screen Advertising Creative Guidebook", which scientifically analyzes vertical screen advertising.
This year, Jiyin continues to apply scientific thinking, not only to upgrade the play, but also to system, index, model the selection criteria. In the review, the two dimensions of the "CEI Creative Index" and the competition jury jointly selected the best vertical-screen advertising creative works of 2019, with a more scientific and more standardized evaluation process, to further highlight the recognition and respect for high-quality creative content.
"CEI Creative Index" from the practical cut, not only for the idea to provide a landing path, but also to guide, help high-quality content stand out.Through the "CEI Creative Index" and the authoritative jury, the final screening of the 2019 data and creative performance of a number of sound ads, a total of 70 outstanding advertising works into the final stage, the final 13 top works highlighted the re-enlistment, won the honorary crown.
Brand activities can not be separated from user participation, create events to help brands open up channels of communication with users, in the current peak of online traffic explosion, reasonable online traffic integration can help brands seize the marketing opportunity.Jiyin is aimed at the user focus at this time, the "2019 V-UP Jiyin vertical screen advertising creative contest" awards transferred to the line, the development of the "cloud award" model, can be said to be with the public brand to create another high-gloss moment, but also the value of the event in the network for a long tail extension.
At present, the V-UP jitter vertical screen advertising creative contest has exceeded the value of the event itself, and gradually evolved into a carrier of users and brands of traffic. Before the cloud awards, by 10 marketing industry professional review and agent company executives, such as the formation of an authoritative jury, online fancy review, to select the entire award and brand influence, creativity, audio-visual, effectiveness awards and other 5 categories of a total of 13 awards, in the process of the work stand out, vertical screen advertising content imagination boundaries have once again been opened up.
New media forms will be popular with the industry, but good ideas are never out of the time. Under the trend of cloud in the life of the whole people, the media value of short video and live broadcast is constantly released, and the vertical-screen advertising accompanying it is naturally constantly advanced, and in the process of vertical-screen advertising at the level of short-video platform tends to be saturated, content and creativity will become a powerful weapon for advertisers to break through. 2019 V-UP shake sound vertical screen advertising creative contest for vertical screen content has brought an innovative experience, the future vertical screen advertising how to break through, but also to see the brand of creativity and content mining.
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