Morketing每日监测1.06:2019年微软Surface广告花费是苹果iPad的四倍以上;2019年淘宝村突破4000个;户外广告将在2020年超越平面媒体
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Morketing每日监测1.06:2019年微软Surface广告花费是苹果iPad的四倍以上;2019年淘宝村突破4000个;户外广告将在2020年超越平面媒体

陆涛 · 2020-01-05 21:02

【摘要】每日营销资讯

甲方


1.2019年微软Surface广告花费是苹果iPad的四倍以上


据iSpot.tv的调查,与苹果iPad相比,微软在Surface上花费了更多的预算用于推广该产品线。2019年,微软在Surface的电视广告上花费了约2.191亿美元,是苹果在iPad上的广告支出的四倍以上,后者在电视广告上的支出总计为4,910万美元。苹果iPad在2019年创造了超过210亿美元的收入,而Surface的收入可能不到这个数字的1/4。


2.福田汽车:2019年汽车销量同比增长5.45%


福田汽车晚间公告,2019年,公司汽车销量为54万辆,同比增长5.45%;其中,新能源汽车销量为5988辆,同比增长60.97%。


3.奥迪CEO:电动汽车崛起意味着某些汽车品牌将会消失


奥迪即将离任的首席执行官布拉姆-肖特说,电动汽车的崛起将导致车型减少,一些品牌消失,例如“那些错过电动汽车并且在财务上无法跟上的汽车制造商,以及那些几乎不盈利甚至亏损的汽车制造商”,而幸存者之间的合作将会增多。这位大众汽车豪华车部门负责人在接受采访时说,“目前,汽车制造商正在用汽油或柴油车的利润来资助电动汽车的生产。”


4.阿里高红冰:马云让我们逛淘宝时多看农村的网店


阿里巴巴集团副总裁、阿里研究院院长高红冰在阿里研究院举办的“第五届新经济智库大会”上表示,截至2019年淘宝村突破4000个,2013年仅有20个,马云在内部讲话中表示,你们买淘宝东西的时候,你们可以多花点时间看一看淘宝村的村民卖的商品,看看农村的网店卖的商品,你买他的商品就是在做扶贫,帮助农村人通过消费的方式,帮助他们脱离贫困。


5.去年全球游戏营收1094亿美元,手游占到73%


据外媒最新消息,最近的一份报告显示,去年全球游戏市场的总规模(营收)为1094亿美元,其中移动游戏占到了七成左右。去年收入最高的游戏是明星游戏《堡垒之夜》。《堡垒之夜》游戏在去年创造了18亿美元,行业高居榜首。市场研究公司尼尔森的“超级数据研究集团”指出,2019年,全球数字游戏的总收入创下历史新纪录,游戏行业收入超过1094亿美元,比2018年的1061亿美元小幅增长了3%。


6.亚马逊实体零售走出美国:拟在第二大市场德国开店


据外媒最新消息,亚马逊正在考虑在欧洲的德国开设实体零售店。这家电子商务公司在德国的负责人周六表示,公司正在考虑在德国开设实体零售店,德国是亚马逊公司在全球范围内仅次于美国的第二大市场。不过这位负责人并未透露在德国开设零售店的详细内容,以及具体时间表。


乙方


1.黄敏尉加入利欧数字担任首席增长官


利欧数字(Leo Digital Network)正式任命黄敏尉(Alvin Huang)担任首席增长官,全面推动利欧旗下多家子公司的高效协同,并有力推进创新,探寻未来市场的新机遇与增长点。黄敏尉将入驻利欧元中大厦,向利欧数字CEO郑晓东(Dalton Zheng)汇报。


2.微盟首批接入微信企业3.0


此前,企业微信3.0正式上线,而微信第三方服务提供商微盟,早在企业微信3.0推出之前,其旗下智慧零售解决方案已与企业微信实现对接,企业微信3.0上线后,微盟商户就可接入企业微信,实现企业私域流量的运营和沉淀。


媒介


1.腾讯看点推出四项内容扶持政策,30亿现金激励优质内容


腾讯信息流内容服务品牌腾讯看点发布公告,宣布推出四项扶持政策:看点春雨计划、看点天梯计划、看点聚星计划和看点MCN星推计划,旨在为各个成长阶段的作者提供长线的专项扶持和专项服务,从流量、收益等维度激励优质原创内容。此前,腾讯看点已公布了未来一年的目标:在2020全年计划投入千亿级额外精准流量,超30亿现金补贴奖励优质内容,全年补贴收益作者总数超100万人。


趋势


1.CTR:2019年11月广播广告市场


根据CTR媒介智讯监测数据显示,2019年11月广播广告刊例花费与时长的跌幅与上月基本持平,刊例花费同比下降20.7%,广告时长同比下降29.6%。与上年同期比较,TOP10榜单中仅家居用品和娱乐及休闲行业呈现上涨,八成行业同比呈现负增长;与上月比较,交通、邮电通讯和酒精类饮品这三大行业环比增长明显,均呈现二位数的增幅。


2.2019年中国互联网社交企业营销白皮书:互联网社交产品男性占比为52.8%


《2019年中国互联网社交企业营销策略白皮书》对中国互联网社交产品的营销环境、用户画像及行为习惯进行了全面的调研和扫描,并提出了营销策略的建议和趋势预测,以期为互联网社交企业在未来的营销推广中提供参考价值,其中互联网社交产品男性占比为52.8%。


海外


1. 沃尔玛推出了自助广告平台,但目前仍缺乏销售和用户数据


Walmart claims its programmatic advertising platform and ads API are ready for primetime.


On Friday, Walmart Media Group (WMG), the retail giant’s advertising arm, released a self-serve portal so advertisers can directly buy on-site search and sponsored product ads on walmart.com.


It also launched an API to make that inventory available through Teikametrics, Flywheel Digital, Kenshoo and Pacvue, who were all API test partners. Previously, advertisers and sellers were only able to purchase search ads and sponsored product placements on Walmart as part of a managed service buy.


2. 奥姆尼康(Omnicom)的CEO Jonathan Nelson近日谈及广告数据,表示为了得到数据而收集数据实际上是种浪费


Last decade saw a spate of data broker acquisitions by agency holding companies.


But are these deals too focused on owning data, rather than using it to derive insights?


“You have to look at broad groups of data to understand consumption,” said Jonathan Nelson, CEO of Omnicom Digital.


Rather than purchase a data broker, Omnicom has taken a homegrown approach to data, starting with the launch of Annalect a decade ago. Omnicom licenses data from different providers and builds technology – such as its audience platform Omni – to source insights and activate them across media channels.


3.流媒体的广告价格将暴涨


Advertisers are shifting their TV budgets to streaming platforms so quickly that demand for OTT inventory will far outstrip supply this year, Digiday reports. Currently, just a handful of streaming players sell ad inventory, though more will open up when NBC’s Peacock launches later this year and as Roku and Amazon expand their ad-supported offerings.


Still, there are barriers to entry for advertisers. “I don’t know if there is going to be as much money in [streaming] given the lighter ad load and greater targetability,” said Ed Gaffney, managing partner and director of implementation research at GroupM. “If you spend in a more targeted way, your out-of-pocket [cost] is less.” Meanwhile, an influx of political ads leading up to the 2020 elections could cause the pricing on this already scarce inventory pool to spike.


4.户外广告将在2020年超越平面媒体


Out-of-home (OOH) advertising will surpass print media in 2020, the Financial Times reports. On the one hand, this really marks the descent of newspapers and magazines in the overall media pie. Other traditional marketing categories such as direct mail and directories have taken hits as well. But OOH deserves recognition for tantalizing new ad formats and analytics, and increasing market share in the face of digital competitors like Google and Facebook that are crushing other legacy media.


Some of the world’s leading brands and most-respected marketing orgs, notably Apple and Netflix, are all-in on OOH. Netflix even bought a Los Angeles-based OOH company known for Hollywood billboards. But growth in the category is being driven primarily by new digital screens and mobile data integrations. New digital screens account for only 5% of overall signage for JCDecaux, the world’s biggest outdoor advertising group. But those screens generate a quarter of all ad revenue.


5.越来越多的公司CEO对2020年的经济状况表示担忧


A potential recession has risen to the top of the list of concerns for US CEOs. A recession in the country this year is far from a certainty, or even a likelihood. But it’s a real concern, because a recessionary mindset “can become a self-fulfilling prophecy,” according to a report by The Conference Board, an economic research group.


This trend will be closely watched in the ad industry, because when CEOs are worried about the bottom line they tend to decrease ad spend and marketing vendor or agency contracts. “As long as we don’t have any guidance about where it’s going to go next, it’s very hard to make big investments,” The Conference Board chief economist Bart van Ark told The Wall Street Journal. “I don’t think the stress of this is going to go away.”


每日营销资讯

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