novelones Chapter 259: With a clever name, is it possible to recover the cost?
Chapter 259: With a clever name, is it possible to recover the cost?
Paramount Television Venue.
At this point the auction is already halfway through.
The TV stations are throwing out positions that don't matter.
Some Internet companies that had just received financing suddenly became a unique scenery at the venue.
They frequently made amazing offers and won advertising spots one after another.
Today has not yet reached the heyday of the Internet, and the funds in their hands are extremely limited.
But they couldn't help but be willing to spend money on advertising to attract traffic, causing some medium-sized entities to lose in the first few rounds of bidding.
What made many guests secretly shocked was that what was being thrown out was just a spammy advertisement for the event. The advertisement was sold for a sky-high price of 1 million US dollars in less than one minute.
These locations were originally reserved for some medium-sized potential entity companies.
The competition is already extremely fierce, with more than ten companies competing for one position.
This year, because of the participation of Internet companies, they took investors' money and beat them to pieces.
Positions that were once obtainable for less than 100 million US dollars have suddenly tripled in price.
Paramount sold fifteen of these spots at a time, and they would appear during half-time commercials at secondary events.
What makes them shout shameless is that Paramount also came up with the concept of weighting.
The weighted advertisement will appear more frequently than the other fourteen, and the shortest one will be taller.
Many heads of advertising departments quickly called their bosses.
What?
Give me the money quickly.
Brand owners who have already won the bidding position can only apply for funds while cursing.
In the end, Amazon Bookstore, which has deep pockets, won the weighted position with a price of US$200 million.
It's shameless. Paramount squeezes out an ad for you when you could just go grab the money, but you still have to be grateful to them.
After a night of rest.
Big companies thought Paramount would throw out advertising spots for prime events (basketball, track and field, boxing, tennis, baseball, etc.).
What caught them off guard was that they put the opening and closing ceremony locations up for auction separately.
You must know that the opening ceremony of the 970 Atlanta Olympic Games in the United States set a record of [-] million viewers.
Wang Lei naturally knows how to maximize profits.
After the host came up with a ratings estimate made by a professional group, the brand owners below were completely boiling.
This kind of ratings is comparable to the Spring Festival Gala of the United States - the Super Bowl!
No Super Bowl final has such high ratings.
The brand realizes that this is the highlight of the entire investment fair.
The advertising space at the opening ceremony is more valuable than the gold medal event.
Many big brands couldn't help but look at their competitors, their eyes shining with eagerness to try.
"There will be a total of 5 advertising spots during the opening ceremony, including an advertisement for tens of seconds during prime time. The other positions are before the start and after the end..."
Almost all the big brands present at the scene have received orders from their bosses to win the prime spot commercials no matter what!
That will definitely become the top bidder in this auction!
What are the benefits of getting the bid king?
Exposure of tens of millions is still secondary.
They realized that Paramount's advertising investment conference was destined to go down in the history of investment promotion.
Making headlines in world news in a short period of time is a great opportunity for free advertising.
Is there any better way to market than this?
"Adidas Sports Group offers 8000 million US dollars!"
"Nike offers $9000 million!"
“Pepsi offers $1 million!”
……
Nike spends 20 billion US dollars in advertising fees every year, and Adidas spends 30 billion US dollars in advertising fees.
Coca-Cola and Pepsi-Cola, the old enemies, have even more terrible advertising costs.
It was once as high as US$40 billion, and the two companies refused to give in.
Now that I encounter such a good publicity opportunity, I refuse to give in.
Now they not only have to compete with friends in the same industry, but also face backstabbing from other track brands, and they are immediately jealous.
Clark, the founder of Netscape, originally wanted to compete, but after seeing the quotes from several giant companies, he withdrew his hands with trembling hands.
Adidas' initial offer alone could buy two Netscapes.
Other small companies who came to see the excitement kept gasping.
Quotes from several major companies are very fast.
Coca-Cola's offer has reached US$7000 million.
Several other companies were obviously hesitant in the price-driving process.
Just when everyone thought Coca-Cola would win the prime advertising spot.
Unilever suddenly came out and quoted:
"We offer $8000 million!"
Unilever actually took action!
Unilever, a daily necessities company in the beautiful country, has always been the world's largest advertiser, with advertising costs reaching US$60 billion.
A few dozen seconds of prime time advertising during the opening ceremony was sold for US$8000 million.
The reporters who were lucky enough to participate were in a daze.
Just when everyone thought the overall situation was decided, L'Oreal couldn't sit still.
The Olympic Games are a national carnival, and female spectators are also their target.
"L'Oreal Cosmetics Company offers 9000 million!"
crazy!crazy!Is it worth it for a few dozen seconds of commercial time?
Michael, who was sitting in the host's seat, was secretly delighted. With just one location selling so many, it might not be an impossible task to recover this year's costs.
The competition for the bidding king is not over yet. The competition between Unilever and L'Oreal has brought the auction price to 5000 million US dollars!
"Congratulations to Unilever Daily Necessities Group for winning today's top spot!"
Hearing the sound of Michael's hammer falling, the business representative of Unilever had the urge to cry, and he also worked hard to gain fame.
Michael continued:
"Congratulations to Unilever. This TV station did not expect such a premium. In order to compensate Unilever, we are willing to broadcast Unilever's advertisements in other daily periods for a year!"
Hearing this, the people at Unilever cried with joy. Although Paramount TV was first established and had a pitifully small audience, it was better than nothing. Something was better than nothing.
Giants like L'Oreal and Coca-Cola are naturally unwilling to gain nothing.
They have won other advertising spaces for the opening ceremony.
Paramount recovered US$6 million from the advertising fees for the opening ceremony alone!
Seeing the many head brand owners returning home satisfied, Michael had an evil smile on his face.
What they may not know is that the opening ceremony is just the beginning. Next, there will be broadcast naming rights, designated drinks, designated sports brands...
King of standard?
Paramount officials never said that prime time is the standard king.
Even if he said it, he would only say that he is the king of today.
Michael still had some conscience and spent some money to buy some news headlines for several major advertisers today.