Morketing每日监测7.3:Facebook与广告主谈崩;乐高停止30天社交媒体广告;完美日记品牌母公司广州逸仙正在准备IPO事宜;
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Morketing每日监测7.3:Facebook与广告主谈崩;乐高停止30天社交媒体广告;完美日记品牌母公司广州逸仙正在准备IPO事宜;

Rita · 2020-07-03 08:06

【摘要】每日营销资讯

「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含5条海外新闻。

 

Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。

 

一、品牌

 

完美日记品牌母公司广州逸仙选择高盛和摩根士丹利负责IPO事宜


知情人士透露,完美日记品牌母公司广州逸仙电子商务已经选择高盛和摩根士丹利,筹备潜在的首次公开募股交易。知情人士称,广州逸仙电子商务拟在发行中融资4亿-5亿美元,可能最早今年年底进行。匿名人士称,该公司一直在考虑香港等潜在的上市地,但尚未作出最终决定。

 

乐高停止30天社交媒体广告,抗议平台对内容监管不力


欧洲最大的玩具制造商乐高宣布,将在至少30天时间内停止在社交媒体上投放各类广告。此前已有多家公司宣布类似举措,抗议社交网络平台对宣扬仇恨和误导性内容的监督不力。乐高在周三发布的声明中表示,将在这段时间内“审慎评估”广告投放的标准。乐高不会减少媒体投放总预算,但在此期间将“投资其他渠道”。

 

可口可乐计划削减部分业务以降低成本

 

可口可乐计划通过终止Odwalla果汁业务和冷藏卡车运输网络(将新鲜饮料运送到商店)来聚焦其业务重点。该公司将在7月底停止向商店出售Odwalla,并将在8月之前收回尚未售出的库存。

 

老干妈回应“旗舰店上线大客户专享千瓶辣椒酱组合”:与老干妈公司无关

 

昨天下午,老干妈淘宝官方旗舰店今日上线了一个名为“大客户专属”的1000瓶辣椒酱组合装链接。此举被称疑似回应腾讯自掏腰包征集线索。晚些时候,该链接下架。对此,老干妈方面工作人员解释称,是其代理商搞的活动,该旗舰店应该是代理商在经营,推出的相关活动均不能代表老干妈立场,也与老干妈公司无关。

 

国货彩妆品牌 Venus Marble 获得千万元 A 轮融资


投资方未透露,资金将主要用于产品研发投入、品牌 SKU 扩充和营销投放等方面。

 

因疫情反弹,麦当劳暂停美国门店重启计划

 

麦当劳周三宣布暂停美国门店重启计划21天,因该国多个地区新冠病例激增。截至6月中旬,麦当劳美国1.4万家餐厅中,只有大约1000家已经重新开放,并且是在限制顾客数量的情况下。对于那些已经重新开业的特许经营店,麦当劳表示,如果当地政府没有重新收紧疫情管控措施,这些门店可以自行决定是否继续营业。

 

二、互联网平台

 

Facebook与广告主谈崩,400多家品牌的广告将从平台上撤下

 

据国外媒体报道,由于谈判失败,包括可口可乐和星巴克在内的400多家品牌的广告将于当地时间周三从Facebook上消失。到目前为止,包括联合利华、Verizon、可口可乐、福特、阿迪达斯、惠普、星巴克、宝洁和本田等大型企业在内的160余家企业都宣布暂停在Facebook上投放广告。

 

扎克伯格告诉员工:毫不担心抵制运动,广告商会回来

 

据美国科技媒体报道,虽然全球数百家公司已宣布加入抵制Facebook广告运动,暂停在其平台投放广告,但扎克伯格在上周五一次在线员工会议上表示,这场抵制运动更多的是一个公共问题,而不会影响该公司的利润。他说:“我们不会因为我们收入的一小部分或收入的任何部分受到威胁而改变我们的政策或方针。”扎克伯格还说:“我猜所有这些广告商用不了多久就会回到平台上。”


阿里云:将扩建印尼数据中心,进军菲律宾市场

 

阿里云宣布加码东南亚布局,今年将再度扩建印尼数据中心,并在菲律宾成立生态联盟,进军菲律宾市场。过去一年,阿里云在亚太区域的市场份额从26%提升至28.2%,接近亚马逊和微软份额总和。

 

三大运营商已启动5G消息商业化平台建设

 

中移互联网公司副总经理庄仁峰在RCS-5G消息论坛上介绍,当前,三家运营商都已经启动了5G消息商业化平台的建设工作。他还透露,中国移动已经与多个头部应用生态开展对接,为头部应用和服务迁移到5G消息平台提供支持。未来,用户可在消息界面上使用自己熟悉的应用程序。以网页游戏为例,公司正在与网易探讨如何让用户在5G消息窗口内直接启动游戏,进行游戏操作。

 

苹果和谷歌在印度下架数十款中国应用

 

据外媒报道,UC浏览器、茄子快传、Club Factory以及其他被印度封禁的中国应用,已经从苹果印度App Store、谷歌印度Google Play应用商店下架。对此,谷歌发言人在声明中表示,该公司在审查印度政府的临时命令时,已经暂时阻止用户访问谷歌应用商店中的这些应用。苹果暂无回应。

 

三、服务机构

 

京东数科回应赴科创板上市消息:不予置评

 

此前有媒体称,京东数字科技控股股份有限公司拟赴科创板上市,四家券商与公司签署了辅导协议。对此,京东数科方面表示“不予置评”。

 

商汤科技回应“正在进行10到15亿美元新一轮融资”:市场传言,不予置评

 

据晚点LatePost消息,从多位参与商汤融资过程的人士处获悉,商汤科技正在进行10到15亿美元的新一轮融资。此轮融资将在2020年内完成,此轮融资后商汤的估值将达到100亿美元。此次融资的背景是,商汤今年希望投入大量资金进行人工智能平台的基础设施建设,加速芯片研发,升级扩容超算中心,以降低产品研发成本,提升规模化能力。对此, 商汤科技回应36氪称,“市场传言,不予置评” 。

 

四、案例

 

麦当劳出了套集不齐的盲盒

 

麦当劳携手小黄人组团成盲盒登陆开心乐园套餐,此次一共推出 70 款小黄人,除了推出彩色版还有金色版。另外,麦当劳也发起了晒盲盒抽送 70 款全套盲盒小黄人的活动。


屏幕快照 2020-07-02 下午9.43.28.png

 

PEACEBIRD × 飞跃:每一次「跃」动都值得被记录

 

PEACEBIRD 与飞跃带来全新跨界合作系列。本次以「Super China」为主题,PEACEBIRD  邀请在武术、跑酷、摇滚、电竞、女团等多个领域热血追梦的年轻人们,探究不同角色下的高光时刻,并用镜头记录下他们腾空而起的跃动身影,致敬无所畏惧的青春态度。


WechatIMG4936.jpeg


五、趋势观察

 

Sensor Tower公布2020上半年中国出海短视频/直播TOP20

 

Sensor Tower公布2020上半年中国短视频/直播应用,在海外App Store和 Google Play下载量及收入排名TOP20完整榜单。其中,字节跳动TikTok以将近6亿次下载稳居下载量榜首,同时也是2020上半年海外最受欢迎的移动应用。BIGO LIVE仍稳居收入榜榜首,同时也是海外收入最高的直播应用,在泛娱乐赛道中仅次于YouTube,Netflix和Disney+。


WechatIMG4933.jpeg

 

WFA:首席营销官的难题和优秀营销人员的标准

 

根据世界广告商联合会(WFA)和2CV的一份新报告,在高级营销人员中,最广泛的共识是数字营销技能(87%)以及数据分析和洞察力(85%)很重要。接受调查的近700名高级营销人员认为,掌握这些新技能的人(88%)对市场了如指掌。不仅如此,许多高级营销人员还认为,文化敏感度(80%)、商业敏锐度(78%)和创业精神(75%)等技能对从事营销工作的人来说很重要。前数字时代的营销人员可能会认识到这些是他们自己成功的基石。

 

虽然全球化思维(71%)和营销基础知识(67%)也是重要的技能,但很少有受访者认为销售经验(44%)和学术成就(31%)是营销领域的重要技能。

 

六、海外营销

 

营销人员需要正视数字营销的有效性

 

Programmatic media buying and the vagaries of the digital media ecosystem hit the headlines again recently with the publication of PwC’s research report for ISBA. The study found that only 51% of UK advertisers’ programmatic ad spend actually reaches publishers and around a third of all supply chain costs could not be attributed.

 

The ISBA study tells a story about programmatic media that we already know well, the story of an ecosystem characterized by a high degree of complexity that rarely delivers results. There are many more practical starting points for unlocking value in digital media spend than analyzing trades at a transaction level.

 

We now have a much better understanding of what makes digital display advertising so ineffective. While most advertising is digital and 90% of digital display is traded programmatically, marketing analysts and econometricians still find it challenging to identify positive ROI on digital media investment.

 

My primary concern is that there’s a genuine risk that all this talk about the programmatic supply chain will mean brands lose sight of where the real value drivers lie in digital marketing effectiveness. Disclosure and transparency can help advertisers achieve greater control, but they don’t guarantee that programmatic media buying will deliver better results.

 

到2020年,电视和流媒体的未来将如何重塑

 

This year was set to be a tipping point for the TV and streaming industry even before the coronavirus crisis. The streaming wars would heat up even more with the entries of NBCUniversal and WarnerMedia. More people would cut the cord. More advertisers would move money into streaming. Quibi would finally launch and show whether a market exists for TV-quality short-form shows. The future of TV would come into focus.

 

And so it has. The crisis has accelerated some trends, like the growth of streaming viewership and the shrinking of pay-TV subscribers. But it has also introduced new developments, like the remaking of TV’s annual upfront advertising market and the shutdown of physical productions. Here are the developments that dominated the first six months of the year and will likely inform how the second half of 2020 shakes out.

 

Streaming viewership shift

 

Stuck at home, people spent more time watching TV — linear and streaming — than they did before the shelter-at-home orders hit. However, linear TV viewership has since ebbed to pre-March levels, while streaming viewership has remained high.

 

随着Facebook抵制的继续,营销人员在Facebook和Instagram上的支出情况如何

 

While this isn’t the first time advertisers have pulled out of Facebook (there were boycotts back in 2017 and in 2013) this latest brand exit could be the most widespread—and longest lasting—yet.

 

Over the last week or so, over a dozen big name brands like Coca-Cola, Ford, Levi’s and more have committed to stopping their paid advertising on Facebook (and, for many, Facebook-owned Instagram) for at least the month of July. Many smaller marketers have joined with the number of protesting brands, which now total roughly 350, according to Forbes.

 

Many of those marketers are joining the “Stop Hate for Profit” campaign from the Anti-Defamation League, Color of Change, Common Sense Media, Free Press, the NAACP and Sleeping Giants. The campaign is meant to push Facebook to do something about the hate speech on its platform by hitting the company where it makes its money, advertising, according to the campaign website.

 

To get a sense of how much advertisers are pulling back from Facebook, Digiday reached out to ad-tracking firm Pathmatics for estimates on how much advertisers spent on the platform during July 2019. Given that many marketers are planning to sit out the month of July, a look at how much they spent on the platform last July is apt. That said, some are planning to stop advertising for the rest of the year. With that being the case, Pathmatics also provided data from July 2019 through December 2019 to get a sense of how much those companies spend on the platforms for half of a year.

 

在抵制压力下,Facebook同意进行品牌安全审核

 

Facebook has agreed to a brand safety audit amid industrywide pressure over its policies about hate speech and their enforcement.

 

The announcement comes as a number of brands have said they will take their advertising dollars elsewhere this month and generally reexamine their social media spends over what they characterized as the social network’s inaction against violent and misleading messages.

 

Facebook said its “partner and content monetization policies and the brand safety controls we make available to advertisers” will be reviewed by the Media Rating Council (MRC), a nonprofit that certifies the reliability of audience measurement services.

 

The council has tried to convince the social media company to submit to an evaluation based on MRC’s brand safety standards, which were introduced in 2018. But Facebook only agreed to the audit in recent days, according to David Gunzerath, svp and associate director of MRC.

 

A Facebook spokesperson would not explicitly say whether the audit was timed to advertisers’ demands.

 

“While Facebook has indicated to us that conceptually it was something they thought they eventually would do, we really haven’t had this kind of movement on it until now,” Gunzerath said. “I can’t speak to their specific motivations for doing it at this time, but I do know there has been a lot of attention in this area.”

整理自互联网

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