每日监测 12.3 饿了么品牌升级;英特尔解散Inhouse创意工作室;Facebook曾考虑对数据接入收费
日报

每日监测 12.3 饿了么品牌升级;英特尔解散Inhouse创意工作室;Facebook曾考虑对数据接入收费

【摘要】每日监测12.3

1、饿了么品牌升级广告片:饿不饿都上饿了么

 

11月26日,饿了么官方上线三条系列广告片,同样是饿了么在品牌升级方面走出的扎实一步。

品牌Slogan从去年的“饿了就要饿了么”更新为“饿不饿都上饿了么”。

三条广告片也展现出饿了么业务范畴的转型升级:从单纯的“外卖”,开拓整合至“品质外卖”+“淘票票”+“新零售”三类合一。



2、2019年欧洲市场视频、移动及原生广告格式收入将增长26%

 

据 Oath 公司和欧洲互联网广告局(IAB Europe)的研究指出,未来 12 个月,欧洲来自视频、移动和赞助内容(即原生)广告格式的广告收入将增长 26%。名为《发行商面临的程序化挑战》的调查着重突出了发行商在程序化广告方面面临的挑战,以及他们认为未来几个月里的最大收益点。

 

程序化交易已经成为 76% 的出版商越来越重要的技术,这其中有 52% 的发行商表示程序化交易为他们提供了竞争优势。广告客户目前花费 57% 的广告预算在移动端,其次是视频端和原始格式。预计英国的视频端广告收入将增长 27%,而移动端收入将增长 28%,而欧洲总体平均移动端广告收入增幅为 26%。

 

3、MAGNA:2018年品牌安全效果报告

 

MAGNA调查了超过2000名消费者对与三种不同类型的“负面”内容一起出现的广告的反应,即一般是不安全的内容、品牌反感内容和垂直行业反感内容。调查发现,许多消费者将品牌不安全的广告展示视为对负面内容的有意认可。当消费者认为每个广告展示都是有意的时,广告在不安全的环境中展示会使消费者与品牌联系的意愿下降2.9倍。


此外,2/3的消费者表示,在接触到与不安全内容一起出现的同一企业的广告后,购买该品牌的可能性很小。

品牌需要意识到盲目追随客户和媒体价格效率会对其品牌的长期建设产生破坏性营销。许多受访者认为负面广告投放是有意的。第一代广告验证解决方案并不是实时防御的,这意味着广告客户在品牌安全事件后仍会反复展示具有破坏性的内容。

 

3、纽约时报:Facebook COO桑德伯格曾下令调查索罗斯

 

据美国《纽约时报》援引三名知情人士消息报道,在乔治·索罗斯(George Soros)公开抨击Facebook之后,公司首席运营官雪莉·桑德伯格(Sheryl Sandberg)曾要求公司通讯部门员工调查索罗斯在抨击行为背后的经济利益。在一月份发出的邮件里,桑德伯格向通讯和政策的高级主管们提出这一要求。就在此前几天,索罗斯刚刚在世界经济论坛大会上公开指责Facebook和谷歌为“社会的威胁”并呼吁对这些公司采取监管措施。据悉,桑德伯格也参与了那次大会,但并未出席索罗斯的演讲。

 

4、万豪酒店数据库遭黑客入侵,近5亿顾客信息泄露


上月月底,万豪国际发布公告称旗下喜达屋酒店一个客房预订数据库遭黑客入侵,可能有约5亿顾客信息遭泄露,这些信息中就包括客户的姓名地址电话邮箱护照等信息,造成的影响十分恶劣。业内人士表示,万豪可能面临来自纽约州司法部长的“巨额罚款”并承担相应责任。

 

5、携程CEO孙洁:对中国游客消费升级保持乐观


在财富全球科技论坛上,携程旅行网CEO孙洁表示,携程在过去19年间保持三四成的复合增长率,未来对中国经济长期前景以及旅游行业发展潜力持非常乐观的态度。她认为,如果经济可以保持强劲,则中国拥有强大的购买力,旅游需求会继续释放;如果经济走软,那游客可能不会去欧洲美国,更多会选择在亚洲甚至国内旅游。“旅游一旦成为生活消费的习惯,频次是很难降下来的。”

 

6、微软设计新office 图标

 

微信图片_20181203083744.png

The most obvious change is that the letters–“W” for Word, “X” for Excel, and so forth–have gotten smaller; Microsoft decided to play up the imagery that depicts what you can accomplish in its apps. In the past, those graphics were fairly literal and often looked like a tiny printout. Now, they consist of basic shapes in pure color and work less hard to be representational. But you can still make out the lines in a Word doc, the cells of an Excel spreadsheet, and the wedges in a PowerPoint pie chart.

 

7、华盛顿邮报如何重新定义数字订阅

 

On Nov. 27, the Post named Miki King its first-ever chief marketing officer. King, who had previously served as the news publisher’s vp of marketing, will be responsible for subscriber acquisition and retention efforts, as well as enterprise sales and a new national marketing effort, which will focus mostly on performance, rather than brand marketing. She will report to Fred Ryan, the Post’s publisher and CEO, who made the announcement to staffers late Tuesday.

 

King’s promotion adds the Post to a growing list of news publishers who have added a new kind of chief marketing role, one focused on driving consumer revenue rather than elevating the publisher brand in the eyes of advertisers and readers.

 

8、JWT与伟门合并,WPP下一步还将做什么?

 

After this week, there is no doubt that WPP CEO Mark Read plans to fulfill his promise to bring a “radical evolution” to the biggest name in advertising.The news that J. Walter Thompson will merge with Wunderman is no less dramatic for being somewhat expected. To many industry observers, the only real unknown was which creative shop would join forces with WPP’s secret weapon to bring the one-two punch of digital and creative services to clients around the world.


During October’s Q3 earnings call, Read acknowledged that the quarter had been “tough” and said the company needed “to take decisive action and [adopt] more radical thinking” as Omnicom overtook the network in market value.


But as the next WPP leadership conference approaches on Dec. 11, a question remains: Will this action prove decisive enough?

 

9、英特尔解散Inhouse工作室,停止创意生产

 

Silicon Valley tech giant Intel has laid off all of the creative and production staffers at Agency Inside as it prepares to focus the in-house hub it launched about three years ago only on account services, according to Teresa Herd, vice president and global creative director at Intel.

 

Herd added that the company is reorganizing its in-house operations to focus on working more closely with external agency partners, cutting all creative and production staffers earlier this week. According to people with direct knowledge of the matter, those cuts amount to 30 to 50 employees. Those sources indicated that Intel will likely retire the Agency Inside name.

 

10、Ads.Txt For Apps Is Finally (Nearly) Ready For Primetime

 

After a protracted, year-long alpha period, the IAB Tech Lab has released the specs in beta for the app version of its Ads.txt initiative to reduce counterfeit ad inventory.

The App-ads.txt hold-up was caused by app stores dragging their heels on providing support for the Tech Lab’s preferred solution of using metadata tags – essentially the developer’s App Store ID – within app store pages to create links back to an app developer’s website URL.

 

11、YouTube Expands Stories

 

YouTube is expanding its Stories feature to all creators with over 10,000 followers. YouTube Stories launched last year as “Reels” and was only available to select creators. Now, in an effort to capture some of the traffic that its creators redirect to their Instagram Stories, the video platform is offering more users a way to engage with their audiences in the unpolished format that has become wildly popular on social media.

 

12、Facebook曾考虑对用户数据接入收费

 

Facebook considered charging advertisers for access to user data between 2012 and 2014, in direct opposition to its business philosophy, according to previously redacted court documents reviewed by The Wall Street Journal. Facebook has long denied that it sells user data, but internal emails reveal executives discussed doing exactly that, with one unidentified employee suggesting shutting down data access for apps that don’t spend at least $250,000 per year. “We were trying to figure out how to build a sustainable business,” a Facebook spokeswoman said. “We had a lot of internal conversations about how we could do this.” The documents come from a lawsuit filed against Facebook by app developer Six4Three in 2015, alleging anticompetitive data policies. British lawmaker Damian Collins plans to release the rest of the documents from the case next week.


morketing整理发布

已有0人收藏

已有0人点赞

发表评论

请先注册/登录后参与评论

已有0条