Morketing每日监测5.6:YouTube第一季度广告营收破60亿美元;阿迪达斯招标出售锐步品牌;TikTok推出Lead Generation;
日报

Morketing每日监测5.6:YouTube第一季度广告营收破60亿美元;阿迪达斯招标出售锐步品牌;TikTok推出Lead Generation;

Rita Zeng · 2021-05-06 09:07

【摘要】每日营销资讯

一、品牌


阿迪达斯招标出售锐步品牌,安踏和李宁或竞标


阿迪达斯招标出售锐步品牌,安踏和李宁可能竞标。


数字时尚潮牌“RTFKT Studios”完成近千万美金种子轮融资


数字时尚潮牌“RTFKT Studios”宣布完成近千万美金种子轮融资,投资方包括Andreeseen Horowitz,郑志刚C资本和其他战略投资者。本轮融资将用于扩展其国际团队,孵化更多数字商业产品。RTFKT Studios是一个集时尚,游戏,科技于一体的综合数字品牌平台。


香飘飘发布2020年业绩报告,净利3.58亿元


近日,香飘飘发布2020年业绩报告。报告显示,2020年香飘飘露营营收37.61亿美元,净利润约3.58亿美元,超过增长3.15%。


丸美股份第一季度收入增长逾9%


LVMH旗下消费品基金L Catterton持股的国内美妆品牌丸美股份营收同比上涨9.1%至4.04亿元,较2019年第一季度增长10.8%,但净利润大跌15.7%至1亿元,略低于预期。


爱茉莉太平洋第一季度利润猛涨逾86%


韩国美妆巨头AmorePacific爱茉莉太平洋第一季度营收同比增长8.5%至1.38万亿韩元约合80亿元人民币,净利润猛涨86.5%至1768亿韩元约合10亿元人民币。


二、互联网平台


阿里巴巴旗下“天猫香港”上线试营业


5月4日,阿里巴巴旗下“天猫香港”上线试营业,平台所有商品均由本地商家本地发货,消费者在家中可随时追踪订单状态。目前,“天猫香港”初上线已有超过2000多个中外品牌及大小商家进驻,美妆、电子数码、家居、母婴为目前的重点类目,官方表示,未来会考虑发展生鲜食品的市场。



拼多多:年度活跃商户从前一年的510万增至860万


拼多多发布2020年全年财报。财报显示,截至2020年底,拼多多年活跃买家7.884亿,成为全球增长最快的消费类互联网公司之一,年度活跃商户从前一年的510万增至860万,年增长69%。


YouTube第一季度广告营收突破60亿美元


据 MSN 报道, Alphabet 公司的季度营收报告表明,YouTube 在 2021 年第一季度中为公司带来了超过 60 亿美元的广告营收。这一数字高于去年同期的 40 亿美元,同比增幅达到 50%。


亚马逊Q1财报:营收超1000亿美金 广告业务增长快速


美国时间 4 月 29 日,亚马逊发布了 2021 年 Q1 财报。整体来看,亚马逊在 Q1 的营收表现良好,单季度收入达到 1085 亿美金,超过预期的 1045.7 亿美金。其中,亚马逊的广告业务在财报中被列入了“其它”类别中,并且该类别以广告业务为主。财报显示,第一季度中亚马逊的其它业务的营收额同比增长了 77%,达到 69 亿美金。


字节跳动CFO周受资兼任TikTok CEO


4月30日,字节跳动HR负责人梁汝波发内部信宣布,现任字节跳动CFO周受资(Shouzi Chew)将兼任TikTok CEO一职。同期,原TikTok临时负责人瓦妮莎·帕帕斯(Vanessa Pappas)将担任TikTok COO。


抖音及其海外版蝉联全球移动应用(非游戏)下载榜冠军


Sensor Tower 商店情报数据显示,2021年4月抖音及其海外版TikTok以5900万下载量,蝉联全球移动应用(非游戏)下载榜冠军。Facebook以5300万次下载排名第二。排名前五的另外3款应用依次是Instagram、WhatsApp 和 Messenger。


三、服务机构


交易平台Coinbase将购买数据分析平台SKEW


交易平台Coinbase将购买数据分析平台SKEW。


IBM将收购云计算软件公司Turbonomic,交易预计于今年Q2完成


据报道,当地时间周四,IBM宣布,它将收购总部位于波士顿的云计算软件公司Turbonomic。


四、案例


麦乐送户外海报:美好一刻,无需等待



近日,麦当劳携手哥伦比亚DDB推出系列户外广告,使用其logo结合城市风景的广告创意在整个拉丁美洲推广其送货上门服务(McDelivery)。


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钉钉五一广告片:不跪了!钉钉emoji放假歌


五一到来之际,钉钉以短片形式推出五一放假歌——《不跪了!钉钉emoji放假歌》,祝大家五一假期快乐。



995位初中生真实发声,B站发布演讲《我不想做这样的人》


五四青年节之际,B站发布《我不想做这样的人》演讲视频。视频中两位初中生登台,分享年轻一代对于“我不想做这样的人”的所见所思。本次视频演讲内容收集自全国各省市26所学校955位初中生的真实观点。


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五、趋势洞察


尼尔森:适应时代—品牌的未来策略报告


尼尔森发布了新报告“适应时代—品牌的未来策略”,CRM、数字行为和产品级购买是大型公司的顶级数据来源。


根据调查,尼尔森确定了一些数据源对公司非常重要。尽管这在中型(1000万美元的营销预算)和大型(1000万美元以上的营销预算)公司之间有所不同,但这两个集团都认为CRM是他们最重要的数据来源,分别有67%和80%的公司将其作为“非常重要”或“极其重要”的数据源。


数字行为作为数据源对大公司来说是最重要的(80%),对中型公司是第二重要的(58%),而产品级购买则在两组中的重要性相似(中型50%、大型51%)。


其他受大公司欢迎的数据来源包括信用卡购买(27%)、移动位置(22%)、电视观众(22%)、智能电视(22%)和音频听众(16%)。


携程联合新华财经发布2021五一旅行大数据报告:订单量同比增长约270%


携程联合新华财经发布《2021“五一”旅行大数据报告》,以多维度数据展现“五一”黄金周期间国内旅游市场的复苏。来自携程方面数据显示,携程“五一”黄金周总订单量同比增长约270%,对比2019年同期增幅超过30%。 其中,北京、上海、广州、杭州、成都、西安、南京、重庆、武汉、长沙入围“五一”黄金周十大热门旅游城市。


五一档票房超16.82亿,约4445万人次观影


据灯塔专业版数据显示,截至5月5日24时,2021年五一档(5月1日至5月5日)票房超16.82亿,近4445万人次观影,票房及观影人次均创新高。五一假期5天,《你的婚礼》票房超5.13亿(累计票房6.55亿),成五一档票房冠军。《悬崖之上》票房超5.08亿(累计5.69亿)、《秘密访客》票房超1.91亿,分列五一档票房二、三名。


六、海外


Zynga将斥资2.5亿美元收购移动广告公司Chartboost


Zynga is buying in-app growth and mobile monetization platform Chartboost for $250 million.


It’s an excellent exit for a company that’s only raised $21 million since its $2 million Series A in 2011.


The deal, expected to close in the third quarter, was announced on Wednesday on Zynga’s Q1 earnings call, during which the company reported its strongest-ever quarterly revenue and bookings.


Revenue was up 68% year-over-year to $680 million, with 69% growth in YoY bookings to $720 million.


Despite ongoing uncertainty related to Apple’s rollout of its AppTrackingTransparency framework, one thing is certain: advertising and mobile gaming are “red hot,” Zynga CEO Frank Gibeau told AdExchanger.


Gibeau foreshadowed Zynga’s interest in ad tech during the company’s Q4 2020 earnings report in February. He told investors at the time that Zynga was in the midst of building its own ad network and was likely in the market to buy an ad tech asset to support that project.


CTV推动了数字视频广告支出


People love to talk about streaming surpassing linear TV viewership, and that trend shows no sign of slowing down. Digital video advertising is on track to account for more than half of total video ad spend and to outpace traditional TV by next year, according to a new IAB outlook released to coincide with the NewFronts. CTV and related technology solutions have dominated the NewFronts this year. During its presentation, Vizio noted that OTT buying needs to be done “in lockstep” with linear buys, and that it no longer makes sense for advertisers to have standalone TV buying strategies. The shift to audience buying has resulted in increased demand for CTV, said Eric John, VP of the IAB Media Center. “This is a bellwether moment in media that reflects the continued acceleration and shift to digital,” he said. CTV ad spend experienced 22% growth year-over-year in 2020 – its highest gains to date – while nearly three quarters (73%) of CTV buyers report shifting budget from broadcast and cable to CTV this year. Advertisers, on average, spent $20 million on CTV in 2020, and more than a third (35%) of buyers expect to increase the amount they spend on CTV video in 2021. 


TikTok推出Lead Generation,旨在帮助广告主吸引客户并推动转化


TikTok has launched a Lead Generation solution, designed to help businesses reach customers and drive conversions. Lead Generation enables businesses to share details of their products and services with TikTok users in a few taps.


Users are first required to fill out a form with details of their name, email address and phone number in order to signal their interest in any given product or service.  Some of this information may be automatically populated.


The solution also enables businesses to create customizable messages for different customer segments. Leads can then be downloaded manually or if integrated with a business's CRM system, leads can be immediately activated.


iOS 14.5更改背后3个需要了解的重点


Apple iOS 14.5 was released with an appeal to user privacy in the implementation of App Tracking Transparency (ATT). Data collection and user privacy protection have been featured prominently in the media for the past few years, and at face value sound beneficial to end users. Critics of personal data collection say it violates an individual’s privacy in order to improve acquisition metrics, while proponents argue these metrics are improved because targeted advertising improves user experience and overall satisfaction.


This change does not “remove” this tracking; rather, it puts the option of being tracked into the user’s hands. Users are made aware that their data will be tracked up-front, why it is being tracked, how it will be used and provided with the opportunity to choose to opt in rather than being opted in by default.


Until now, many mobile advertisers have used the Identification for Advertisers (IDFA) to track users across various sites and apps to gather information about how apps are used, which features are contributing to higher clickthrough and conversion rates, and what types of users will respond positively to different advertising techniques. These IDFAs are generated by analyzing device information, such as device ID, and user statistics, such as location and behavior, to generate a unique and persistent ID for individual users.


Integrating the ATT framework is a very binary requirement from Apple with the launch of iOS 14.5. Additional types of tracking that do not exactly gather an individual user’s specific information, yet still gather data to loosely track behavior for the purposes of advertising – processes referred to as “probabilistic attribution” or “fingerprinting” – have also been mostly outlawed by Apple. Opposed to the specific rules around ATT and IDFA, Apple has made a more catch-all statement to developers and marketers that “you may not derive data from a device for the purpose of uniquely identifying it.”

整理自互联网

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