每日监测

Morketing每日监测12.13:2019胡润品牌榜:贵州茅台以6400亿蝉联榜首;WAVEMAKER成立两周年之际,宣布中文名“蔚迈”;奥美公关夺得Campaign年度最佳

Eric  · 2019-12-13 01:33

【摘要】 每日营销资讯

甲方


普拉达与欧莱雅签署长期性的美容产品许可协议


普拉达与欧莱雅签署长期性的美容产品许可协议:欧莱雅将向普拉达创造、研发、分销奢华类美容产品,协议将于2021年1月1日生效。


2019胡润品牌榜:贵州茅台品牌价值6400亿,中华、天猫位列二三名


胡润研究院今日发布“2019胡润品牌榜”,贵州茅台以6400亿品牌价值第二次成为“最具价值中国品牌”,中华以3500亿品牌价值、天猫以3200亿品牌价值分别位列第二、第三。淘宝、中国工商银行、微信、平安、腾讯、中国建设银行、中国移动进入前十。


阿里虎牙上线“古桃”“花夏”,主打汉服社交功能


阿里上线古桃App、虎牙上线花夏App,七麦数据显示,“古桃”的上线时间为7月,12月4日更新最新版本;“花夏”的上线时间为11月,12月5日更新最新数据。两款App均是定位于汉服用户,搭建沟通交流的社区,并提供热门店铺里销售的热卖款服装,以及与汉服相关的配饰和周边。


口碑为吉祥馄饨牵线联名敦煌博物馆


口碑国潮 IP《国宝的味道》第一季继续携手敦煌博物馆,联名吉祥馄饨,结合炫彩敦煌之飞天祥云推出「敦煌炫彩定制套餐」,包含煌袍加身虾仁鲜肉馄饨、玉门关里香菇荠菜馄饨等产品,消费者购买套餐还将获得限量飞天祥云包。口碑《国宝的味道》第一季与吉祥馄饨、乐乐茶合作的敦煌限量款新品,今日已在口碑双 12 专场开售,将「新敦煌之味」带给更多消费者。


比亚迪邀你绘制奇妙理想城


比亚迪联合环球网、站酷举办「e 域之城,巴士载梦」创意插画征集大赛,邀请用户以「e 域之城,巴士载梦」为主题进行单张插画创作,自由选择比亚迪纯电动大巴并将其融入创作中,构建心目中的理想之城。


安慕希 × luckin coffee 跨界咖啡酸奶上市

12 月 11 日,安慕希 × luckin coffee 跨界咖啡酸奶新品上市,在 luckin coffee 线下门店以及线下平台如盒马、大润发等同步销售。安慕希形象代言人王一博为新品发售倾情助力。


乙方


京东企业业务启动星云计划


近日,京东企业业务召开首次合作伙伴大会,对外发布了“建立企业服务综合体”的全新战略构想。会上,京东企业业务宣布正式启动星云计划:2020年帮助100个合作伙伴突破10亿元销售额;签约200家技术合作伙伴;聚集20000家企业服务伙伴,打造线上线下一体化协同平台。


WAVEMAKER成立两周年之际,宣布中文名“蔚迈”


邑集团麾下的Wavemaker在公司两周年庆之际,正式宣布其中文名称“蔚迈”。蔚迈不仅是Wavemaker英文名称的近音词,这两个汉字本身也有着丰富的含义,蔚是茂盛、盛大的意思,迈包含跨步、豪迈的气势,这两个字的结合预示着这个年轻品牌的活力、朝气、勇往直前的勇气和美好的发展前景。


奥美公关夺得Campaign年度最佳


在Campaign Asia 2019大中华区年度最佳代理商颁奖典礼上,奥美再次展现了其一流的实力,共包揽了包括年度最佳在内的八个奖项。


媒介


Disney+并未对Netflix和亚马逊Prime Video产生影响


研究公司Apptopia的一份报告显示,自今年11月推出以来,迪士尼公司的流媒体服务平台Disney+在移动设备上的下载量已达2200万次。迪斯尼此前曾表示,其新服务在推出当天就见证了“非凡的消费者需求”,注册人数达到了1000万。Apptopia表示,Disney+的主要竞争对手,包括Netflix和亚马逊Prime Video,在其推出服务的同一时期,它们的表现基本未受影响。


爱奇艺高瑾:大部分内容下沉不够,只考虑自己所在环境


爱奇艺总编辑高瑾认为,内容消费的新趋势主要有三个方面,即渠道变化、内容变化、需求变化。而对于圈层的划分,高瑾认为可以按照城市的规模、行业、年龄段来划分。她表示,未来2020年的一个发展方向,应该聚焦在三四线城市规模的内容上。大部分的内容现在下沉的不够,或者是说内容的创作者没有考虑到庞大的市场在下面,只考虑到自己所在的环境。


海外:


广告公司Dish通过使用康卡斯特公司的FreeWheel,来实现电视广告自动化


Dish runs a scaled addressable advertising business. But its process to decide whether to run a linear or addressable ad was highly manual.Staff used spreadsheets and spent two to three weeks just to schedule a single week of advertising. And managing yield – like figuring out whether an addressable or demo-based linear ad should run in a given spot – was imprecise.


Since mid-May, Dish has piloted a product from Comcast’s FreeWheel designed to automate elements of that scheduling process. Both companies see it as a prelude to further automation and sophisticated yield management in TV advertising.


Xandr即将推出新型广告模式:当用户暂停节目30秒后播放视频广告


Xandr has begun selling a “pause ad” unit that allows brands to display a message when viewers pause their programming. But unlike Hulu’s pause ad, which displays a static image over paused content, Xandr will serve a video ad 30 seconds after a viewer presses pause. The ad units will be available on linear TV and streaming. “That’s a non-interruptive ad. It’s very high value. It’s very brand safe. It’s 100% viewable, and our sales team is in the market now with that product and it’s gotten great reception,” Xandr CEO Brian Lesser told Variety. Xandr declined to name brands buying the ad unit and said it will reveal more at CES 2020.


流媒体的未来不应该止步于内容


While the entrance of Disney, AT&T/Warner Media, Comcast/NBC and Apple, among others, will undoubtedly be significant and potentially game-changing, it seems to me that we are already witnessing a shift in the streaming landscape that will characterize a more profound change than simply “more content, more choice.”


To date, the central premise of the streaming business has boiled down to, “We have great content that you can watch when you want, here’s the price, and here’s how you sign up.” All well and good, but as the streaming video landscape evolves, great content has begun to seem like oxygen: Vital for survival, but largely taken for granted. Who signs on to a service they don’t think has enough great content? Content is a critical but expensive and volatile basis for maintaining a consistent – and winning – point of difference. Even the most successful shows have a shelf life.


Acquia体验平台近日收购了客户数据平台AgilOne


Acquia said Wednesday it has acquired customer data platform AgilOne for an undisclosed amount. The acquisition is Acquia’s third this year and its fifth in two years. The company wants to build a “digital experience platform.”


AgilOne will provide the data and machine learning layer to Acquia’s digital experience platform. It will replace Acquia’s existing data platform. AgilOne’s data platform is better than Acquia’s because it uses machine learning to create more precise customer segmentation. When consumers click on a product or make a purchase, they could be dynamically placed into different segments.


苹果公司进一步增强了其Safari上的智能防跟踪技术(ITP)


Apple cranked up its Intelligent Tracking Prevention (ITP) controls yet again, this time in ways that make it harder to classify users based on web content and site data. Read the WebKit blog post about the updates. All cross-site tracking requests will now be passed to the origin homepage, not specific pages. Previously, measurement and analytics tags could glean important details from page content and the URL. For example, instead of receiving “https://store.example/baby/strollers/deluxe-stroller-navy-blue.html” in the referral header, third parties now would only see “https://store.example/.”


ITP will also now block all third-party cookie requests regardless of vendor status, unless the first-party website recognizes the user – which is a high bar, because the user must be signed in or revisiting the site within a 24-hour period. (A previous ITP update cut the persistent cookie window from one week to one day.) Credit for these updates goes to Google, though somewhat cryptically. Google apparently sent a private report to the WebKit security team that documented “the ability to detect when web content is treated differently by tracking prevention and the bad things that are possible with such detection.”


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