The two-dimensional product implantation of Haimi Culture has been tested and landed, and nearly 100 film and television works have been realized in scene label analysis, advertising space burial, and effect verification.
Haimi culture intelligent advertising concept map
36Kr learned that the video intelligent advertising marketing company "Haimi Culture" has completed the A round of financing, and the investor is iQIYI. Financing is used for team expansion, hardware upgrades, platform research and development, and market expansion.
With scenario-based content marketing as its core business, Haimi Culture completed an angel round of financing at the end of 2017. In 2020, Haimi Culture and iQIYI reached a strategic cooperation to jointly develop and build an intelligent implanted advertising and marketing platform that integrates production, management, analysis, delivery and monitoring - Qimi Platform, to open up the video content scene marketing market. Through the multi-dimensional structured processing of video, the establishment of video scene marketing big data, and relying on computer graphics technology to accurately match the advertising scene and video content scene, build an intelligent scene marketing system, and realize massive video content to provide customized and precise marketing services for brand and product communication.
Advertising revenue is still an important source of revenue for video platforms
At present, the number of paid members of major domestic video platforms has already exceeded 100 million, and membership income and advertising revenue are still the main sources of revenue for major video websites.
iQIYI's revenue composition from 2016 to 2021
In the type of advertising, the process of implanting advertising is cumbersome, and because the advertisement needs to be completed when filming and television content, it is impossible to flexibly deliver according to changes in the business environment, so advertisers need to bear higher risks; at the same time, the advertising implantation of film and television works in the past was contracted by traditional advertisers, and an advertising pit was only served by a brand owner, which was not conducive to the subsequent growth of advertising revenue.
Smart video advertising marketing has become a delivery trend
HYMI is committed to improving the efficiency of advertising through the way of intelligent advertising implantation in the later stage.
Smart implant advertising is a form of implanted advertising in the video where brand creative can automatically adapt to the picture scene. The brand side can automatically identify the scene that can be implanted in the video that has been shot through AI technology, and implant the brand creativity into the specific scene screen through post-processing, and the display area, duration and location of the brand creativity can be automatically adapted according to the specific scene, ensuring that the brand creativity is displayed naturally and unobstructed in the video.
Now Haimi Culture uses visual recognition technology to achieve digital native advertising implantation, the same advertising pit can serve customers of different brands, and can realize the standardization and batch delivery of implanted advertisements, and support third-party data monitoring. At the same time, brands can ask to pay for the number of exposures or a specified implantation period (such as specific holidays such as the Double Eleven period), which is not possible for traditional advertisers.
Two-dimensional product advertising implantation
At present, the two-dimensional product implantation of Haimi Culture has been tested and landed, and nearly 100 film and television works have been realized.
On the basis of two-dimensional products, Haimi Culture is promoting three-dimensional advertising implantation. Compared with two-dimensional products, three-dimensional products involve more complex relationships between light and shadow and space. The implantation of 3D advertising first models the video space, and then puts the test object into the 3D space, and confirms the various material models that can be realized according to the specific scene. For example, plastic and metal models should be as fidelity as possible under the same light and shadow, and there are special requirements for lighting. At present, Haimi Culture has obtained common parameters through a large number of tests, which can achieve the effect of adapting a set of environments to all material models.
3D product advertising implantation
Haimi culture three-dimensional products have now passed the test, is in the communication interface with the Qimi platform docking, will soon be in various types of video media landing.
Borrowing power from iQIYI
Haimi Culture began with the implantation of virtual advertisements in the live broadcast of sports events, accumulating awareness and judgment of the industry. Although it has taken some detours, Haimi culture has been working hard at the technical level for a long time, and has accumulated 13 patents and 13 soft works.
Haimi Culture and iQIYI began to deepen cooperation in 2017, from business cooperation to technical cooperation, and finally ushered in capital cooperation.
In 2020, Haimi Culture and iQIYI reached a strategic cooperation to jointly build the Qimi platform. Yang Yang, product manager of Haimi Culture, told 36Kr that Qimi is equivalent to a cross-platform cooperation product, the production line is in Haimi Culture, and the iQIYI platform carries the function of advertising product output.
Before reaching cooperation with iQIYI, Haimi also cooperated with a number of video platforms, and the reason why it finally chose to hold hands with iQIYI is because the commercial value of Haimi image implantation ads depends on content quality and traffic scale, relying on iQIYI's Haimi, the later stage of business growth space is greater.
Yang Kai, CEO of Haimi Culture, told 36Kr: "In the future, we will expand more types of content resources - movies, animations, games and so on. And Haimi's current product layout is not only around long video, live broadcast, short video, and even AR, VR field We have technology accumulation, long video is only one of them. All the image content that can be seen can be advertised in it, and Haimi Culture is essentially a technology media company. ”
The founding team of Haimi Culture comes from large advertisers, media, professional video technology research and development institutions and 4A companies, with the dual perspective of Party A and Party B, has a deep understanding of the advertising industry, and better understands how to meet the needs of advertisers.
After Haimi Culture receives iQIYI's strategic investment, the two sides will further deepen their business expansion and technical cooperation, and bring new growth points to the monetization of long-form video content through intelligent advertising implantation.