外刊，从“野蛮硬广”到“定制植入”，盘点你逃不过的广告套路

You see Pepsi, | see Coke: a new trick for product placement

你看到的是百事可乐，我看到的是可口可乐:这就是广告植入的新玩法

First came product placement. In exchange for a payment, a TV show or a film would prominently display a brand-name product.

先是出现了广告植入。为了创收，会把带有品牌名的产品放在电视节目或者电影中显眼的位置。

Then there was virtual product placement.Products or logos would be inserted into a show during editing, thanks to computer- generated imagery.

后来就出现了虚拟广告植入。因为计算机成像技术的发展，让人们在剪辑时，可以把产品或商标添加到画面中。

Now, with the rise of Netflix and other streaming platforms, the practice of working brands into shows and films is likely to get more sophisticated.In the near future, the products that appear on screen may depend on who is watching.

如今，随着流媒体的发展，植入广告这项技术很可能越来越精湛。在不久的将来，荧幕上出现什么广告可能会取决于观众是谁。

Streaming services could also drop in brand-name products based on when a show is being watched.Someone who watches a streaming show in the morning could see a carton of orange juice within a character's reach, while a different viewer watching the same thing in the afternoon could see a can of soda.

流媒体服务平台做的是能把不同的品牌广告根据观众收看节目的时间来投放。尽管是同一个流媒体视频，早上的时候，观众可能在任何地方看到的是一盒橙汁，而另一个在下午收看的观众则有可能看到一听苏打水。

It could start within a year, said Stephan Beringer, chief executive of Mirriad, a virtual product placement company that has worked brands including Pepsi, Geico and Sherwin-Williams into ABC's“Modern Family”and CBS'“How | Met Your Mother.'

Mirriad是一家虚拟广告植入公司，斯蒂芬.贝林格（公司的首席执行官）认为这种植入方式可以在一年内实现。以前，这家公司把一些广告，比如百事可乐、Geico 汽车保险和宣伟涂料，植入到美国广 播公司播出的《摩登家庭》及哥伦比亚广播公司播出的《老爸老妈罗曼史》中。

This supercharged version of digital product placement is being developed at a time when the marketing businesswhich bet big on TV commercials for decades - needs new tricks to grab the attention of ad-hating cord-cutters.

在过去的时间里，电视广告一直在被市场营销行业大笔投入，目前他们确实需要用一些新招式来吸引那些讨厌广告的“掐线族”的注意， 在这一背景下，加强版的数字广告植入产生了。

Beringer, the head of Mirriad, said the current digital product placement technology has been successful enough to suggest that a bespoke version is a logical next step.

Mirriad的负责人贝林格表示，目前的数字广告植入技术已经很成熟了，下一步走定制化广告路线是合情合理的。

“Viewers have been educated to look away from advertising," he said.“But we re putting something in that contextually makes sense. If you do it well, and it's not annoying, it can work.

他还说，“ 尽管观众们已经练就了一身'屏蔽'广告的本领，我们要做的是在不违和的情况下把我们想要的东西放进去。如果你处理的很好，而且别人不会烦的话，那么这种植入就是有效的