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电视综艺节目栏目冠名费用一再飙高,人们开始质疑这种ROI(投入产出比)是否值得?这究竟是一个怎样的游戏?还能不能玩?该怎么玩?1电视仍是综合实力最强的媒体华通明略大中华区研发总监谭北平认为,虽然现在广告主的投放已经分散到了许多媒介,但电视的传播效果、单位时间到达率、制作内容的专业性仍然是其他媒体所不能比拟的。数字媒体很火爆,但它塑造品牌的能力还达不到企业的预期。视频网站的形式很丰富,可以制作微电影、病毒视频、话题讨论,但在综合影响力上还是无法与电视台相比。其他媒体形式在规模效应、轰动性上也都显得能量不足。
TV variety show column title costs have soared, people began to question whether this ROI (input-output ratio) is worth? This is exactly what kind of game? Can not play? How to play? 1 TV is still the most comprehensive strength Strong media Huateng slightly Greater China R & D Director Tan Peiping believes that although the current advertisers have been distributed to many media, but the spread of television, the arrival rate per unit time, the production of professional content is still the other media can not Compare. Digital media is very hot, but its ability to shape the brand also failed to meet business expectations. Video sites are rich in forms that make micro-movies, viral videos, and topic discussions, but are still unable to compare with television stations in terms of overall impact. Other forms of media also appear inadequate in scale and sensation.