Morketing每日监测11.7:苹果外部广告代理公司回应裁员50人;腾讯上线视频美颜社交App“猫呼”;阿迪达斯Q3收入增长6%;
日报

Morketing每日监测11.7:苹果外部广告代理公司回应裁员50人;腾讯上线视频美颜社交App“猫呼”;阿迪达斯Q3收入增长6%;

【摘要】每日营销资讯

甲方


1、Facebook又爆隐私丑闻:100多位第三方开发者违规访问用户数据


据外媒最新消息,Facebook日前再一次发生了侵犯用户隐私权的事件,11月5日,该公司披露称,多达100名第三方软件开发人员可能不当获取了用户隐私数据,包括社交网络上特定群组成员的姓名和个人资料、图片等。该公司表示,已经取消了这一访问权限,并联系了100个可能访问过该信息的第三方开发合作伙伴。

 

2、阿里巴巴将会于下星期寻求香港上市审批

 

据香港经济日报援引知情人士透露,阿里巴巴将会于下星期寻求香港上市审批,集资额为100亿至150亿美元,相当于780亿至1170亿港元,中金及瑞信担任上市保荐人。随后阿里巴巴回应对此事“不予置评”。

 

3、苹果外部广告代理公司回应裁员50人:客户需求改变


据外媒报道,有消息人士透露,苹果的外部广告代理机构进行了一轮裁员,裁员幅度为50人。该机构表示,此举是为了根据其唯一的客户的需求而进行的调整。这家名叫媒体艺术实验室是帮助苹果针对最新产品制定广告创意的战略部门。一名发言人表示:“我们与苹果的关系从未如此牢固,但是我们的客户的需求不断改变,我们必须对此进行调整,并且调整团队的构成。”

 

4、腾讯上线视频美颜社交App“猫呼”


腾讯低调上线了一款视频美颜社交App“猫呼”,目前处于冷启动阶段,已在App Store上线。“猫呼” 是一款主打视频美颜通话聊天的社交工具,主要目标是为了让用户可以在视频聊天中自然的美颜。腾讯内部正孵化其他两款社交类产品,目前均处于保密阶段。其中一款Slogan为“记录认真生活的你”的产品,或对标小红书/绿洲,;另一款主打“高品质脱单”的恋爱交友App,目前正在腾讯内部秘密测试。

 

5、爱奇艺与马来西亚媒体品牌Astro达成战略合作

 

爱奇艺与马来西亚媒体品牌Astro达成战略合作。合作达成后,Astro将能够通过爱奇艺技术产品和内容中台系统分享爱奇艺的运营能力,爱奇艺也将能够通过Astro强大的媒体和营销网络触达当地用户。马来西亚用户既可以直接使用Astro账户登陆iQIYI App,也可以通过邮箱或Facebook、Google账户注册新账号享受爱奇艺娱乐服务。

 

6、网易严选吐槽 11.11 玩法

 

网易严选为宣传 11.11 用心生活节的「简单 8 折」,发布一支广告片向那些为 11.11 疯狂备战的人致敬,想要消费者提供一个更简单的选择。

 

 

7、喜茶 × 科颜氏喝出绿色新灵感


喜茶牵手科颜氏,推出牛油果系列限定产品,分别有牛油果酸奶波波冰、牛油果咖啡波波冰、牛油果熏鸡面包、牛油果熏鸡吐司四款产品以及环保周边,据悉同名巡回快闪店也即将开启。


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8、电子烟品牌Wel鲸鱼完成A轮融资


电子烟品牌Wel鲸鱼宣布完成A轮融资,投资方为浙大友创、Tap4fun。2019年1月,Wel鲸鱼宣布全资收购杭州轻烟科技,同时宣布完成了千万元Pre-A轮融资。据企查查信息显示,Wel鲸鱼隶属于杭州鲸鱼烟网络科技有限公司,法定代表人为邱懿武。Wel鲸鱼以“科技让生活更美好”为使命,以“好口感,更过瘾”为产品概念。

 

财报

 

1、阿迪达斯Q3收入增长6%,大中华区业绩增长11%

 

阿迪达斯发布2019年第三季度全球业绩,剔除汇率影响,该公司第三季度业绩增长6%,阿迪达斯品牌录得6%的收入增长,其中,锐步品牌销售额增长2%。电商业务取得14%的增长,公司第三季度销售额增长9%至64.1亿欧元。阿迪达斯大中华区实现11%的业绩增长,这是阿迪达斯大中华区连续第二十二个季度录得双位数增长。

 

2、爱奇艺Q3总营收74亿元,会员规模达到1.058 亿

 

爱奇艺2019年发布第三季度财报。财报显示,爱奇艺第三季度总营收74亿元,同比增长7%。净亏损37亿元,相比去年同期的净亏损31亿元,同比扩大亏损。爱奇艺三季度会员服务收入37亿元,收入占比超50%,在线广告营收21亿元,内容发行和其他营收分别为6.804亿元和9.323亿元。第三季度末,爱奇艺订阅会员规模达到1.058 亿,同比增长31%。

 

3、百度Q3核心业务营收210亿元,同比下降3%

 

百度发布2019年第三季度财报,报告显示,“百度核心”(Baidu Core,即搜索服务与交易服务的组合)第三季度总营收210亿元,比去年同期下降3%,除去来自已宣布的被处置业务的影响为同比增长2%,与上一季度相比增长8%。

 

乙方

 

1、京东数科推出首个消费场景金融数字化解决方案

 

近日,京东数科发布业内首个“消费场景金融数字化解决方案”,通过内外部技术、产品和资源的重组,给消费场景合作方提供所需要的金融产品、大数据风控、底层账户等服务。“消费场景金融数字化解决方案”首个落地合作伙伴是航班管家&高铁管家,并与京东数科推出了第一个联营信用支付产品“伙力白条”,上线半年时间,活跃人数近50万人。

 

2、“维妥科技”获近千万元天使轮融资

 

直播电商数据中台服务商“维妥科技”已于今年7月完成近千万元天使轮融资,领投方为梅花创投,种子轮投资方英诺天使基金追加投资。维妥科技2018年底立项,公司正式成立于2019年4月,根据介绍,维妥科技目前旗下有两个品牌:直播眼和品播汇。

 

媒介

 

1、中国进口消费市场报告:7-9月天猫国际直播引导成交4.7亿

 

猫国际联合阿里研究院、德勤、中国国际商会发布《中国进口消费市场研究报告》。报告显示,数字化赋能的进口消费形态日趋丰富,直播电商对消费者引流作用明显。2019年7月至9月,天猫国际直播引导浏览商品人数从2018年同期的855万增至3503万,引导支付金额从6159万增长至4.7亿。其中,美妆与保健品行业增长显著。

 

趋势

 

1、Extreme Reach:2019年第二季度视频报告

 

Extreme Reach发布了“2019年第二季度视频报告”。由于联网电视在数字领域的实力以及广告客户对高级发行商的信任,高级媒体供应商的展现量份额2019年第二季度同比增长了31%。高级发行商占第二季度展现量的83%,其余17%的展现量归因于媒体聚合商。

 

直接面向消费者(DTC)的品牌几乎完全依赖优质发行商。DTC品牌的所有视频广告展现量(99.8%)几乎都是由高级发布商提供的。

 

DTC品牌对优质发布商的依赖也意味着他们倾向于使用较长的广告。2019年第二季度,Extreme Reach平台上DTC品牌的视频广告中有95%的时长为30秒。相比之下,2019年第二季度,30秒广告占所有视频广告的64%。2019年第二季度,6秒广告仅占视频广告的1%。

 

2、Sensor Tower:10月中国手游发行商全球收入排行榜,阿里游戏跃居第5名

 

Sensor Tower商店情报平台显示,在2019年10月中国手游发行商在全球App Store和Google Play的收入排名榜单中,前五名分别为腾讯,网易,莉莉丝,趣加,阿里游戏。其中,阿里游戏10月在全球App Store和Google Play的预估总收入超过6100万美元,创下该发行商月收入新纪录,环比增长253%,同比增长226%。


海外


1、民主党代表提出比CCPA更严格的联邦隐私法案


Two California House Democrats are taking a stab at federal privacy legislation with a bill that, if passed, would be more exacting than the California Consumer Protection Act (CCPA). The Online Privacy Act of 2019 (HR 4978) was introduced on Tuesday by Reps. Anna Eshoo, D-Calif, and Zoe Lofgren, D-Calif, who both represent parts of Silicon Valley.


The proposed law would establish an independent federal agency to enforce privacy protections and investigate abuses; create a set of user data rights a la Europe’s General Data Protection Regulation; require explicit consent in order to disclose or sell personal information; and place limitations on companies that use data to build behavioral profiles without consent.


2、谷歌将在YouTube的主页和搜索结果中引入购物广告


Google is introducing shopping ads to YouTube’s home feed and within search results in a bid to become “more shoppable” for consumers and extend the reach of advertisers’s shopping campaigns on the platform.


In addition, YouTube viewers will now be able to see visual shopping ads, based on their interests. These will also be more interactive and give viewers “useful and actionable information”, such as store location, interest forms and additional call-to-actions in order to help brands drive more conversations.


3、TikTok致力于推广一款自助广告购买产品


TikTok has been pitching a self-serve ad buying product over the past quarter. It believes the shift from direct managed sales to a platform model will open the video-sharing app to more advertisers. Advertisers in the United Kingdom, France, Italy and the United States can purchase TikTok ads with partially self-serve tech, Digiday reports. Company staffers need to actually run the ads after they’ve been purchased. A pitch deck obtained by Digiday outlines TikTok’s two self-serve business models. The first allows bidding based on cost per click. The second model is based on cost per acquisition, targeting users most likely to convert. Among the usual audience parameters – age, gender and location – advertisers can also target based on device price, interests like beauty or travel and with look-alike segments. Also in TikTok news, United States lawmakers are increasingly concerned about its ownership by Chinese company ByteDance, and US employees are bristling at censorship coming from its Beijing-based ownership.


4、麦当劳新任CEO面临加盟商的抵制


Ray Kroc, the mastermind behind McDonald’s ascension to the throne as the world's fast food giant, liked to describe the company as a “three-legged stool.” Its success, he said, was dependent on the equilibrium of three different parties: suppliers, employees, and franchisees. 


The announcement earlier this week that Chris Kempczinski would become the new CEO of McDonald’s risks sending that fragile balance out of whack. Franchisee unrest has been on the rise at McDonald’s, and Kempczinski, who previously ran the U.S. business, has been among the players at the center of the growing conflict.


5、玛莎百货的市场营销支出增加1/4,用于投资于数字业务


Marks & Spencer increased its marketing investment by more than a quarter in the first half of the year as it looks to convince families to reappraise its offering and reach more customers via digital channels.


For the 26 weeks ending 28 September 2019, the retailer invested £88.9m in marketing, up 26.8% year on year. It credits this increase to a focus on campaigns relevant to the family customer and spend in digital channels.


Much of its investment this year is weighted to the first half, particularly in food where it signed up to sponsor Britain’s Got Talent in April and launched its Little Shop campaign in July.


6、为什么B2B品牌必须专注于长期目标


The job of B2B marketing is often thought of one-dimensionally as generating leads and a sales pipeline to keep a brand’s revenue machine churning.


However, earlier this year, Marketing Week and The Marketing Practice collaborated on new research into effectiveness in B2B marketing, which uncovered how successful brands are more likely to plan further ahead and focus on long-term brand objectives.

整理自互联网

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