Morketing·每日监测4.26:阳狮集团收购公关公司Taylor Herring;InMobi推出了移动ID;苹果正以ATT形式扩展其广告业务
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Morketing·每日监测4.26:阳狮集团收购公关公司Taylor Herring;InMobi推出了移动ID;苹果正以ATT形式扩展其广告业务

Amy · 2021-04-25 21:29

【摘要】每日营销资讯


一、品牌

 

酷我畅听和懒人听书品牌合并升级

 

 TME 宣布将旗下酷我畅听与懒人听书合并升级成全新品牌——懒人畅听,整合资源优势,持续深入布局长音频领域。

此次全新品牌——懒人畅听的推出,是 TME 在长音频赛道布局、持续耕耘的重要一步。未来,懒人畅听将融合资源优势,扩充音频内容池,通过优质的有声内容、海量的主播和卓越的用户体验,构建「全声态」稳定三角。

 

丁禹兮成为千层雪品牌代言人

 

和路雪旗下千层雪宣布丁禹兮成为品牌代言人,为新品千层雪心雪杯做代言,二者希望粉丝能够舒服地在家窝着,品尝甜品般的千层雪,感受生活的小惬意。


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亨氏番茄酱的LOGO“歪了”?

 

亨氏番茄酱打造了一款款“倾斜瓶”,将标签贴歪的形式设计。这样在货架上就显得“突兀”,让消费者看到忍不住去关注。而当消费者拿起来,顺着倾斜的角度倒转来看,就会顿时焕然大悟,这45°就是倒番茄酱的最佳角度。


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二、互联网机构

 

阿里1688全国活跃中小零售买家超5000万

 

阿里1688宣布升级产业带数字化发展计划。阿里巴巴集团副总裁、中国内贸事业部总经理汪海表示,1688将针对定制、批发、零售三大赛道,数字化链接百万工厂开辟“批零一体”新模式,并为买卖两端高效链接升级物流、客服、金融等服务体系。去年,1688为数字化内贸体系创造了7000多亿元的市场规模。

 

拼多多发起“众声创作者计划”“平价正版公益联盟”

 

拼多多“众声创作者计划” 暨“平价正版公益联盟”启动仪式举行,“众声创作者计划”是“多多读书月”升级的主题活动之一,旨在通过新电商平台,协助优质创作者找到更多读者,通过销售正版书籍获得更多收益;“平价正版公益联盟”旨在联合权威出版社、图书商等,共同加强知识产权保护,维护著作者权益。

 

谷歌60岁搜索业务负责人去年总收入达5525万美元

 

据报道,谷歌向美国证券交易委员会提交的年度代理文件显示,该公司最近提拔的搜索业务负责人普拉巴卡•拉加万(Prabhakar Raghavan)去年的现金和股票收入为5525万美元。这位60岁的高管现在负责谷歌搜索、谷歌助手、地理位置、广告、商务和支付产品等业务。在此之前,拉加万曾是广告、商业和支付业务高级副总裁。

 

芒果超媒:一季度净利润7.73亿元,同比增长61.18%

 

芒果超媒公告,公司2021年度一季度实现净利润7.73亿元,同比增长61.18%。同时,公司发布年度报告,公司2020年度实现净利润19.82亿元,同比增长71.42%。拟3.04亿元向芒果传媒转让快乐通宝100%股权。

 

快手内测修图App“原片”和音乐社区产品“小森唱”

 

快手即将上线两款App,分别为“原片”和“小森唱”。“原片”是一款全能修图App,对标字节跳动的修图App“醒图”。此外,快手于去年成立SEDNA团队,负责开发新音乐产品“小森唱”,目前该App还处于内部测试阶段。“小森唱”是一款原创音乐社区,具备音乐播放、音乐智能创作功能。

 

抖音内测“朋友聊天室”功能

 

抖音在其最新的内测版本中加入“朋友聊天室”功能,该功能入口位于“消息”栏的右上方,会呈现出一个“视频”Logo。该功能更加注重熟人社交,视频聊天的对象仅限于互关的好友以及受邀请的朋友参与聊天。

 

三、服务机构

 

AI SaaS服务商“乐言科技”完成数亿元D轮融资

 

电商AI SaaS独角兽“乐言科技”宣布完成由中金资本旗下基金、上海人工智能产业投资基金领投,老股东阿米巴资本、云锋基金、常春藤资本、众为资本、云九资本、初心资本、跃马资本跟投的数亿元人民币D轮融资。 本轮所资金将用于产品研发投入,加速新业务拓展与服务体系升级。

 

阳狮集团收购公关公司Taylor Herring

 

为加强集团的创意实力,阳狮集团近日收购了公关公司Taylor Herring,后者总部位于伦敦,与三星、赛百味、冰岛、易捷航空和家乐氏等公司合作。该公司创立于2001年,已经获得了包括戛纳狮、D&AD等在内的一系列奖项。在阳狮集团,Taylor Herring将与盛世长城、李奥贝纳、Digitas和百比赫等创意公司以及实力媒体和星传媒体等媒介公司紧密合作。

 

四、案例

 

天猫超市10周年文案:把日子过成家

 

天猫超市10周年用了一个很平凡又微小的主题“谢谢你,把日子过成家”。不管是海报文案还是短片,满满都是典型的生活场景以及生活中的人,超市无非柴米油盐酱醋,而它又是我们过日子的真实缩影,一蔬一饭,皆是生活,一勺一菜,都是爱。


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信安金融集团宣传广告《价值和财富》

 

美国金融服务公司Principal(信安)近日推出其全新的品牌宣传活动"For All It's Worth",表明金钱不仅仅是一个目标,它同时也是实现人生价值的助推器。

 

广告中展现了来自各行各业、处于人生各个阶段的客户,发现财富所带来的人性和情感上的好处,无论客户是拥有大量财富还是刚刚起步。信安致力于确保每个人和企业都有机会和工具,使他们能够以对自己最有价值的方式生活。


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五、趋势洞察

 

七部门:直播营销平台应当积极协助消费者维护合法权益

 

国家七部门联合发布《网络直播营销管理办法(试行)》。《办法》强调,直播营销平台应当积极协助消费者维护合法权益,提供必要的证据等支持。直播间运营者、直播营销人员应当依法依规履行消费者权益保护责任和义务,不得故意拖延或者无正当理由拒绝消费者提出的合法合理要求。

 

微播易&消费界:2021中国新消费品牌社媒营销研究报告

 

据数据统计,新消费品牌青睐的平台依次是微博、小红书、抖音、B站、微信。相对于传统品牌的KOL投放,新消费品牌在双微上的投放占比相对较轻,更加倾向于小红书、抖音和B站。

 

在横纵对比中,发现新消费品牌力度整体大于传统品牌。关键点在于大多新消费品牌入场较晚,人才架构也发生了比较大的变化,入场即带互联网思维,能够快速定位产品并将产品语言市场化,供给KOL更多素材高频触发,这也是近几年短期新消费品牌变成独角兽品牌的重要原因。

 

胜三&微播易:2021年KOL市场营销白皮书洞察报告

 

预计到2021年底,品牌在中国对关键意见领袖(kol)的投资将增长44%。尽管它在整体营销策略中很重要,然而其投资回报的有效性因为投放规划合理性、投放模式的可监测性、以及付费模式、成本透明度等各方面不同程度的缺失而无法最大化,这对于许多品牌主无疑是具有相当大挑战性的。

 

根据独立营销咨询公司胜三(R3)与数据驱动的短视频KOL交易平台微播易(Weiboyi)合作发布的《KOL投资实践报告》, KOL投放的有效性在很大程度上取决于平台组合策略、KOL的精准选择、KOL的内容管理、以及KOL投放的效率,以上是决定品牌能在存量市场中高效种草、引爆品牌的关键。

 

六、海外

 

Snap表示第二季度将出现大幅增长

 

Snapchat is growing up.

 

Well, its ad tech is, at any rate. The youthful makeup of Snapchat’s user base is still one of its biggest selling points for advertisers.

 

But competing against Facebook, Google and even Twitter for direct response dollars requires a big investment. DR spending was up during the pandemic across most large platforms, but Facebook and Google both had a massive head start.

 

“Our ad tech is at parity with the largest players,” Jeremi Gorman, Snap’s chief business officer, told investors on Thursday during the company’s earnings call. “It’s table stakes with goal-based bidding [and] with pixel-based conversions – and we’re going to continue to invest there.”

 

Gorman noted that the number of active advertisers on Snapchat approximately doubled year-over-year in Q1. Upfront commitments from brand advertisers for Snapchat’s Commercials ad format during the first quarter more than tripled after doubling in 2020.

 

Yet there’s still room at the inn.

 

InMobi推出了移动ID

 

There’s a new identity solution kid on the block. Not to be confused with Unified ID 2.0, the email-based third-party cookie alternative, InMobi announced the launch of UnifID on Thursday, which will be part of an ongoing effort to help simplify identity resolution for mobile app publishers and developers. Read the release. To start, UnifID will have integrations with LiveRamp, ID5 and BritePool.

 

The goal is to help publishers more easily work with multiple identity players and target users without relying on mobile ad IDs. UnifID collects first-party data, retrieves the corresponding identifiers and then transfers those IDs to demand partners on behalf of publishers.

 

“The partnership with InMobi enables us to make our first-party identifier available to a wider audience, allowing app publishers to better monetize their audiences and advertisers to run targeted and measurable campaigns beyond the enforcement of the ATT framework,” said Mathieu Roche, co-founder and CEO of ID5. But will Apple consider this a workaround to its AppTrackingTransparency framework? Who knows, maybe Apple will be too busy expanding its own advertising network to notice.

 

微软广告释放广告单元和导入Facebook广告系列的能力

 

Microsoft hosted its Elevate partner event earlier this week, when the advertising industry was still recovering from Apple’s roundabout announcement confirming the start of ATT enforcement.

 

But there is news that isn’t Apple-related.

 

Microsoft released a bunch of ad products at its event, including new formats such as video ads that appear in search results, coupon and price comparison units for people using Microsoft’s Edge browser and a verticalized ad units for auto sellers, travel and tourism brands and hotel companies.

 

All of those industries have been hit hard by the pandemic, but Microsoft Advertising wants to get ahead of the post-pandemic comeback.

 

Microsoft also introduced the ability for US and UK-based marketers to import up to 10,000 campaigns from Facebook.

 

You can read about the full list of product launches in this blog post. AdExchanger went a bit deeper with Steve Sirich, GM of Microsoft’s global ad business.

 

苹果正以ATT形式扩展其广告业务

 

Eric Seufert summed it up on Twitter: “Quelle surprise!”

 

Sources tell the Financial Times that Apple plans to expand its App Store business with a new ad slot appearing in the “Suggested” apps section of the store’s search page.

 

This would give advertisers the opportunity to reach potential users before they actually search for something. Apple already allows advertisers to target users based on keyword searches in the App Store.

 

Testing is finished on the new slot and Apple will reportedly launch it next week, although it's already been spotted in the semi-wild on iOS 14.5 test devices (see below).

 

Speaking of next week, that's also when Apple plans to start enforcing AppTrackingTransparency for iOS 14.5 devices.

 

But speaking of next week, that is also when Apple plans to start enforcing AppTrackingTransparency for iOS 14.5 devices.

整理自互联网

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