Morketing每日监测1.8:蓝色光标预计2020年营收超400亿;快手最快下周进行上市聆讯;路威酩轩完成对蒂凡尼收购;
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Morketing每日监测1.8:蓝色光标预计2020年营收超400亿;快手最快下周进行上市聆讯;路威酩轩完成对蒂凡尼收购;

Rita Zeng · 2021-01-08 09:01

【摘要】每日营销资讯

一、品牌


三星电子第四季度销售额61万亿韩元,市场预估62万亿韩元


三星电子第四季度销售额61万亿韩元,市场预估62万亿韩元;营业利润9万亿韩元,市场预估9.52万亿韩元。


路威酩轩宣布完成对蒂凡尼收购,系全球奢侈品行业最大交易


全球最大的奢侈品企业路威酩轩宣布完成对美国珠宝品牌蒂凡尼的收购。2019年,路威酩轩宣布将收购蒂凡尼。2020年9月,受疫情造成的巨大冲击,路威酩轩一度决定停止收购蒂凡尼。次月,双方就达成新协议,收购价格由每股135美元降至131.5美元。尽管最后收购价格降至158亿美元,但仍是奢侈品市场有史以来规模最大的一笔收购。2020年12月底,蒂凡尼公司股东批准了此项收购。


简爱官宣 0 糖酸奶代言人杜鹃


简爱官宣 0 糖酸奶代言人杜鹃,二者携手推出广告片,在片中杜鹃发现保持好身材的秘密就在控糖,而简爱 0 糖酸奶主打 0 蔗糖、0 代糖、0添加,为好身材加分。


张若昀正式成为 FENDI 品牌皮具代言人


FENDI 宣布张若昀正式成为品牌皮具代言人。


二、互联网平台


快手最快下周进行上市聆讯


据香港经济日报,短视频平台快手最快下周寻求港交所上市聆讯,若获得批准,预计最快于新年前进行招股。早前消息指,快手计划于2月5日上市,集资50亿美元(约390亿港元),目标估值500亿美元(约3900亿港元)。


百度计划最快在2021年上半年在香港上市,至少募资35亿美元


百度计划最快在2021年上半年在香港上市,至少募资35亿美元。


阿里巴巴集团副总裁家洛:2021年将打造1万款千万级新品


阿里巴巴集团副总裁家洛在中国新品消费盛典上表示,2021年天猫小黑盒将打造1万款千万级新品,助力2000个品牌实现新品销售额过亿。当前天猫小黑盒每月用户已超过1.8亿。


字节跳动副总裁谢欣:腾讯封禁飞书系列产品


字节跳动副总裁谢欣称,由于微信开放平台的不开放,“飞书文档”微信小程序已经在审核流程上被卡将近两个月了。在这个过程中,腾讯没有给出任何回应和理由,只是说,“此应用在安全审核中”,不做进一步处理。


Facebook向苹果妥协,别无选择只能遵守iOS 14隐私新政


据报道,Facebook仍然对即将到来的iOS 14的隐私变化感到恐慌。该公司周三向企业发送邮件,告知他们Facebook别无选择,只能遵守iOS 14的应用程序跟踪透明功能(App Tracking Transparency)。否则,苹果可能会将Facebook完全从应用商店中移除。


三、服务机构


TalkingData完成1亿美元新一轮融资,华润资本领投


TalkingData宣布获总额约1亿美元的新一轮融资。本轮融资由华润资本旗下CR Data Fund (大数据科技应用基金) 作为战略投资方领投,本轮所募集资金将重点用于TalkingData数据智能平台的产品迭代升级,完善行业客户销售及服务体系建设,同时进一步推动TalkingData与华润多元化产业的协同。


Ebiquity任命李国华为中国区MD


2021年1月6日,独立媒体管理咨询公司Ebiquity宣布,任命李国华(Stewart Li )为中国区董事总经理。


蓝色光标预计2020年营收超400亿


蓝色光标发布2020年度业绩预告,预计2020年归属于上市公司股东的净利润为7.2亿元-8亿元,同比增长1.34%至12.61%,归母扣非净利润为5.5亿元-6亿元,同比增长21.26%至32.28%。


四、案例


知乎 × 五条人打造了一首“问题之歌”


知乎迎来十周年,联合五条人推出一首《问题出现我会回答大家》。



喜茶微电影《橘》:藏在食物里的爱


2020年末,喜茶上新2021新年限定饮品“爆汁大橘”,并同步推出一支微电影《橘》进行宣传。



五、趋势洞察


CISION报告:缩小沟通和营销差距


CISION发布了新报告“缩小沟通和营销差距”。约85%的品牌领导者表示,他们的付费媒体至少对他们有一定的重要性。尽管1/3的受访者认为与自有媒体和免费媒体相比,付费媒体提供了最大的投资回报(ROI)。同时,大多数受访者(45%)也认为付费媒体需要最多的资源。


在考虑媒体渠道的投资回报率时,36%的受访者表示,他们从品牌网站、电子邮件和社交媒体等渠道中获得了最大的投资回报。


使营销和沟通保持一致


营销和销售的协调受到了很多关注,但是营销和传播的关系又如何呢?受访者表示,媒体产出的表现还不错。约90%的受访者表示,他们企业内的营销和沟通部门在获得媒体产出方面保持一致。


comScore:2021年值得期待的网络和联网电视趋势报告


不出所料,全球大流行导致媒体消费发生了变化,全球消费者在网络上花费了更多时间。但是,由于在经济不确定性削减了广告预算,因此品牌和广告主快速利用这一受众群体的能力受到限制。comScore在报告中阐明了消费者行为变化的规模和方向,以帮助广告主校准其计划。


联网电视正在降低跨媒体营销的障碍。联网电视(CTV)为传统电视带来了网络广告的灵活性,而其快速增长的家庭用户份额也增加了其相关性。数据表明,营销人员越来越熟练地根据不断变化的经济状况,通过CTV和其他数字渠道即时调整广告支出。


时间范围越来越短。2020年已经显示出一切都可以改变的速度。数据显示,风向好的企业可以在几周内攀升至顶峰。当然,确切地知道未来将拥有什么是不可能的。因此,重点在于不断进行实验、测量、学习和迭代的能力。


六、海外


品牌主暂停付费社交网站上的广告支出


Advertisers are pressing pause on paid social advertising and reevaluating their overall ad spends amid the chaos in Washington, D.C. after a pro-President Trump mob broke into the Capitol building Wednesday.


Media buyers say advertisers paused their paid social ad spend as D.C.’s 12-hour curfew went into effect Wednesday evening and are considering other channels, particularly news content on digital and linear channels.


Some buyers say they are advising clients to press pause for the next 24-hours as they evaluate when to return. Four clients at one of the holding company media divisions pressed pause on advertising as of 5 p.m. on Wednesday evening with one client pressing pause until the weekend, according to buyers.


“This one feels different,” said Davis Jones, managing director of independent agency The Many’s media group, adding that there are “a lot of questions” and that brands have already “flexed the muscle before in terms of pausing” advertising.


2021年,AI和隐私将融合在一起


Bachstein is global head of IBM Watson Advertising, overseeing two media brands, The Weather Channel and Weather Underground, as well as a B2B data unit. Over the past several years, these properties have offered a sizeable test bed for the use of AI in digital advertising during a period when the industry’s traditional model is under threat from the loss of identifiers.


“We are looking down the road at the upheaval in the advertising industry,” she says. “We saw a great opportunity to first solve those problems for ourselves as a publisher. We’ve been creating AI-driven ad solutions and using them on our own platform to make sure they work, and now we’re expanding that out to the ecosystem.”


Bachstein praises the industry’s successful collaboration on unified IDs from The Trade Desk, LiveRamp and others, but warns they are only a partial solution. AI, she argues, can help cover the gap.


“I worry that we’re putting too much attention on replacing the cookie with all the alternatives,” she says. “Unified ID is still going to require consent. That’s why we need to evolve to a different technology that isn’t necessarily about replacing the cookie, but is an upgrade to how we engage with consumers."


2021年将成为音频广告创新之年


While audio has stayed stagnant, video has seen consistent innovation that has helped create a rich digital ecosystem of marketing and revenue opportunities. Think of the skippable video ad that YouTube pioneered a decade ago, providing advertisers with an entirely new form of storytelling and the ability to drive commensurate advancements in targeting, retargeting and bidding.


At the time this seemed like a bold, risky move. But the byproduct was to create a marketplace of new incentives. If your creative didn’t hook a consumer in the first three seconds, then you lost out.


As a result, advertisers today have no choice but to generate more compelling creative, consumers are thereby fed a steady diet of more interesting and entertaining ads – and an entirely new cycle of value has been born.


It’s time for audio services to start innovating in a similar way, and early indications point to the fact that we’re finally on the cusp in 2021.


2021年“营销支出”与“机会”的变化


First, Safari took out 30% of browser traffic with its ITP anti-tracking feature. IDFA almost went dark, but now looks to make changes in 2021. Hashed (aka “obscured”) email to save the day? Not so fast. Apple said that’s a no-no, too. The Department of Justice to save the day? With the industry expecting an excavator against Google, we saw a teaspoon move around a bit of dirt. Lastly, Google and its subsequent bird proposals (such as Turtledove) are certainly not 1:1 and send measurement meaningfully backward.


We don’t know what steady-state looks like, but dramatic tremors tend to accelerate and make permanent changes, with the Covid-19 crisis being a prime example. We may be back to normal in 2021, but the world won’t be the same. The same goes for addressability and measurement.


The first place we’ll see these shifts is of course in advertiser spend. Where will marketers look to invest in 2021? Tried and true channels like linear TV are declining. Let’s dive into those channels that will see increased attention.


Google and Facebook

Given the changes on the horizon, Google and Facebook become natural first-choice options for brands. Facebook’s reach on its properties and Google’s reach across the board will be seen as a place to wait out the storm. Addressability and measurement during the next 18 months on those platforms have yet to be proven to be remarkably better than other options—especially on iOS devices and Safari.


Endemic sites

Endemic sites like IMDB for TV and film and Edmunds for automotive have been very popular with marketers. They are typically always sold out or close to it. The changes in the industry will push demand for these sites even higher, causing prices to rise over the next 18 months or so.


Large publishers and affiliated tech

Large publishers like Hulu, Pandora and eBay and publisher co-ops with reach and scale will likely take in a greater share earlier on. We can expect this category to be big winners. They will be safe. These sources will have significant data and a good chance their targeting will actually work in Safari and at scale. Access to these properties will come through tech platforms like InfoSum, LiveRamp ATS or a publisher owned DSP or SSP, and we can expect that these companies will also experience growth next year due to these affiliations.

整理自互联网

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