近年来在政策、市场、技术等多方因素的作用力之下,电视媒体硬广增长的空间愈发受到局限,在资源量以及产品单价方面,增长已经进入放缓趋势。在这样的背景之下,广告主与媒体之间,纷纷将目光转向与内容资源更为紧密的植入广告身上。对媒体而言,植入广告作为媒体创收的重要增量渠道,在电视台广告经营中的地位日益突出;对于广告主而言,植入式广告也渐成为营销工具的标配。但由于目前市场上缺 In recent years, under the influence of various factors such as policies, markets and technologies, the space for the television media to grow in a hard way has become more and more limited. The growth has slowed down in terms of resources and product prices. In this context, between advertisers and the media, have turned their attention to the contents of resources and more closely embedded ads. For the media, implanted advertising as an important incremental channel for media revenue has become increasingly prominent in the operation of television advertising; for advertisers, implanted advertising has gradually become the standard marketing tool. However, due to the lack of the current market