甲方

阿里宣布新一轮组织升级：阿里妈妈将直接与天猫、淘宝联动推进产品策略的创新

阿里巴巴宣布新一轮组织升级，集中发力推进全球化、内需、大数据和云计算三大战略。淘宝、天猫将和阿里妈妈合力推进用户产品和商业产品统一策略下的创新 ；盒马、村淘、智慧农业等业务打通；数字经济体各项业务技术能力将进一步打通。

奔驰发布微电影《当你见到我》

梅赛德斯-奔驰发布一支名为《当你见到我》的广告片，以奔驰汽车搭载的 MBUX 智能人机交互系统为视角讲述了系统在男女主人公的相爱与争吵过程中的陪伴，主要表现这个系统所具有的人声识别与应答功能以及 AI 智能学习的智慧属性。同时，短片也侧写了奔驰希望为乘客提供专属座驾的个性化互联体验的品牌追求。

香奈儿 × 新世相发布短片《当女孩谈论事业》

香奈儿和新世相合作发布了一支以女性为议题的访谈短片《当女孩谈论事业》。短片选取了战地记者周轶君、鼓手石璐、女排冠军朱婷和律师詹青云四位颇具代表的中国女性，描述了事业带给女孩的荣誉感、自我、自由等，展示了女性的「金砖人生」。短片同时表达了「香奈儿·金砖面霜使你更加闪光」的产品诉求。

佳洁士在思南公馆办剧本杀

佳洁士将于 12 月 20 日至 24 日在上海思南公馆举办「寻找失踪的『白』小姐」剧本杀活动，让消费者沉浸式体验找到失踪的上海滩画报女郎白小姐。佳洁士也邀请 KOL 出演探秘视频吸引消费者参与剧本杀，目前已在官方微信开启预约，活动期间品牌也将提供思南公馆外围草坪参观打卡，一同成为最耀眼的封面女郎。

乙方

短视频MCN公司“沉浸文化”获得数百万天使轮融资

短视频MCN公司沉浸文化宣布获得数百万天使轮融资，投资方为海泰戈壁，本轮融资将主要用于内容团队建设，扩大组织规模。此前，沉浸文化曾获得星瀚资本的种子轮融资。沉浸文化成立于2018年，旗下所有签约KOL全部是素人。

易车与东创建国集团达成战略合作

12月18日，易车公司和东创建国汽车集团在成都举行战略合作签约仪式，双方就互联网营销、经销商数字化建设等达成全面战略合作。根据合作内容，东创建国集团旗下所有4S店将于2020年与易车公司展开数字化合作，此外，易车公司将助力东创建国集团营销下沉，推动从以店为中心向为以人为中心的营销能力升级；运用一系列智能产品助力渠道，降本增效，构建智能4S店；实现双方数据共建。

阿里巴巴架构调整：程立担任CTO，蒋凡分管阿里妈妈

阿里巴巴CEO张勇在致阿里人的全员信中表示：张建锋将卸任阿里集团CTO工作，程立将担任阿里集团CTO，向张勇汇报；蒋凡在现有淘宝天猫总裁的职责基础上，将代表集团分管阿里妈妈事业群，总裁张忆芬向蒋凡汇报；集团B2B事业群总裁戴珊在负责ICBU、1688、村淘、零售通、速卖通业务基础上，将代表集团分管盒马事业群，全面负责打通盒马、村淘、智慧农业等业务。

猫眼发布文娱消费场景营销业务

12月19日，猫眼娱乐举行媒体沟通会，发布了全文娱战略统筹下的新业务形态——文娱消费场景营销。猫眼娱乐副总裁张乐介绍，猫眼将聚焦文娱消费场景，将品牌、内容、场景形成联动，挖掘映前广告、娱乐现场等媒介形式的营销价值，为品牌主提供定制化的营销解决方案。目前，已有1000多家影院及数十家品牌方与猫眼签订战略合作协议。

微信内测“商品橱窗”功能

据自媒体“晓程序速报”消息，微信“商品橱窗”功能正在内测，用户在关注公众号“微信转账助手”后，部分用户可以通过发送“橱窗”获取开通资格。开通商品橱窗后，用户可便捷发布多个商品信息，一键转发、分享给顾客自助下单，还可自动统计订购记录。

媒介

英国将对谷歌和Facebook采取更严格的广告监管措施

据外媒报道，英国反垄断监管机构似乎不会对谷歌和Facebook主导在线广告的行为进行深入调查，但表示有必要实施更严格的监管，以遏制任何负面后果。CMA表示，作为此次审查的一部分，将评估Facebook和谷歌如何收集和使用个人数据，从而方便它们赢得更多的数字广告开支。此外，CMA还将调查科技巨头的虚假在线评论，并监控比价网站的行为。

张朝阳：搜狐在回归状态，明年盈利可期

12月18日，搜狐董事局主席兼首席执行官张朝阳在接受采访时表示，2020年搜狐走向盈利可期。张朝阳说，2019年，搜狐在回归媒体以及活动带动媒体发展一些子品牌上，做了很多事情。很多广告商重启对搜狐平台的投放，所以，搜狐在2019年整体财务数据，亏损是收窄的。当日，在2020搜狐World大会致辞时，张朝阳也表示，搜狐“回归”的脚步密集而坚定。

Facebook严控电子烟品牌传播：禁止名人在其平台推广

据外媒报道，Facebook和Instagram将不再允许有影响力的人在其平台上使用“品牌化内容”来推广电子烟、烟草产品或武器。该公司表示，将在“未来几周”开始执行新规定。此外，Facebook称，该公司正在开发工具，帮助内容创作者遵守新的政策，比如根据年龄来限制哪些用户可以看到他们发布的信息。

百度起诉今日头条不正当竞争，称今日头条干预视频搜索  

据海淀法院网消息，因认为其享有权利的视频产品被今日头条作为在“头条搜索”中触发搜索广告的关键词，干预搜索结果，百度旗下的“好看视频”、“百度视频”以不正当竞争为由将今日头条运营商字节跳动公司诉至法院，要求其立即停止不正当竞争行为，赔偿经济损失及合理支出100万元，刊登声明、消除影响。日前，海淀法院受理了此案。

趋势

报告：2019年电子竞技游戏营销收入947.3亿元，同比增长13.5%，电子竞技正在成为游戏产业新增长点

海口举行的2019年度中国游戏产业年会发布了《2019年中国游戏产业报告》，电子竞技游戏为游戏产业提供了新动能，正在成为新的增长点。中国音像与数字出版协会第一副理事长张毅君表示，2019年电子竞技游戏营销收入947.3亿元，同比增长13.5%。用户规模从2015年2.2亿翻了一番，达到2019年的4.4亿，已连续5年保持扩张。

海外

1.由于传统品牌缺乏大量数据基础，DTC品牌比线下品牌更能适应线上环境

When ecommerce-first or pure-play brands such as Warby Parker, Glossier or Bonobos move to physical retail locations, they’re often referred to as innovators.Alternatively, when offline brands – after years or decades of reaching customers in physical stores, either directly or through retailers – expand their ecommerce efforts, they’re sometimes regarded as late to the game.

In some ways, both are true. While offline shopping is just as new to digitally native direct-to-consumer (DTC) brands as ecommerce is to traditional brands, online-first brands have a digital advantage that helps them excel offline. On the other hand, traditional brands lack much of the data-tech infrastructure they need to thrive online, making it more difficult for them to adapt to the digital environment.

2.随着美国市场增长放缓，Netflix将目光投向了海外

Netflix broke out global subscriber metrics for the first time on Tuesday. “The bigger picture: Netflix altogether is slowing down,” writes The New York Times. Giving investors a global picture of the company is important because its growth is slowing in the United States. This year, it reported its first quarter ever with a year-over-year loss in US subscribers, down 126,000. 

Its North America business is up about 7%, but is adding fewer subscribers than it used to. Half a world away, its APAC subscribers have more than tripled from about 4 million in March 2017 to 15 million now. But Netflix faces steep price increases for content and cloud and streaming infrastructure (it’s one of the largest bandwidth consumers), not to mention a sudden influx of new streamers – Disney Plus, HBO Max, Peacock and Apple TV Plus.

3.数字营销公司Jellyfish在洛杉矶创意机构Social Life的帮助下不断发展

Jellyfish has acquired the Los Angeles-based creative agency Social Life. Terms were not disclosed, but the acquisition sheds light on the new ad agency holding company playbook. Jellyfish sold a majority share of its business to the French holding company Fimalac in November, in a deal that valued the digital marketing agency at about $650 million. 

Jellyfish is similar to MightyHive, another Google reseller and platform specialist group. And Social Life, which specializes in quick-turnaround and digital-first production work, is similar to MediaMonks. MediaMonks and MightyHive were the first and second deals closed by Martin Sorrell’s new marketing holding company S4 Capital.

4.IAB技术实验室推进了应用内广告可视性的公开测量SDK，但买家并不买账

The next version of the IAB Tech Lab’s open-measurement SDK (1.3) debuted on Tuesday, with support for in-app audio, more granular brand safety controls and a fix for impression counting discrepancies between vendors.

But despite progress on the supply side, “very few DSPs are making use of OpenRTB signals for open measurement,” said Joe Ranzenbach, director of product management, mobile and video at Integral Ad Science and a member of the IAB Tech Lab’s Open Measurement (OM) Working Group. Most supply-side platforms (SSPs), including longtime holdout MoPub, have either integrated or are in the process of switching to the OM SDK, which allows publishers to work with multiple viewability vendors without multiple SDK integrations – a perennial pain for pubs.

5.百威英博（AB InBev）接管了北美冰球联盟NHL的赞助权，已与美国四大体育联赛签订了赞助协议

Anheuser-Busch InBev now has sponsorship deals with all four of America’s major sports leagues after locking down a five-year pact with the National Hockey League. The brewer has had controlled beer category sponsorships with the National Basketball Association, National Football League and Major League Baseball for years. But Molson Coors had been the NHL’s sponsor since 2011. Molson’s U.S. subsidiary, MillerCoors, ran the U.S. portion of the deal, using Coors Light as its hockey brand.

AB InBev will take over both the U.S. and Canadian sponsorships, using Bud Light in the states and Budweiser as the lead brand north of the border. Financial terms were not disclosed. When Molson Coors first inked its deal in 2011 it paid $400 million over seven years, the New York Times reported at the time. Molson Coors’ deal expired last season, but AB InBev only recently finalized its deal, so the sponsorship takes effect now, according to an AB InBev spokesman.

6.美国流媒体公司Roku 在宣布取消CFO一职后股价下跌4.6%

Roku sank as much as 4.6 percent in extended trading on Monday after saying Chief Financial Officer Steve Louden plans to step down once he helps the company hire his successor.

Louden joined as CFO in 2015 and “played an important role in establishing Roku as a fast-growing public company,” the Los Gatos, California-based maker of streaming devices said in a statement. The stock has gained more than 350 percent this year and nearly 10-fold since its initial public offering in 2017.