Morketing·每日监测5.10:豆瓣因违反广告法被罚款1.6万元;汉威士媒体集团任命新的首席营销官;Google Play 推出Safety Section
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Morketing·每日监测5.10:豆瓣因违反广告法被罚款1.6万元;汉威士媒体集团任命新的首席营销官;Google Play 推出Safety Section

Amy · 2021-05-09 21:34

【摘要】每日营销资讯

一、品牌

 

孟美岐成为雀巢冰淇淋代言人

 

雀巢宣布孟美岐成为雀巢冰淇淋代言人,二者邀请粉丝尽情享受雀巢呈真带来的宠悦时光,一起美梦呈真。

 

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中国平安发布“平安臻颐年”康养品牌

 

5月9日下午,中国平安重磅发布“平安臻颐年”康养品牌。在国家战略号召下,中国平安践行“有温度的金融”理念,持续创新开拓“产品+服务”模式,整合公司金融、医疗与科技领域的优势资源,正式发布“平安臻颐年”康养品牌,并推出引领行业高品质康养标准的“臻标准”服务体系。

 

卫龙完成首次外部融资冲刺IPO,高瓴、腾讯等参与投资

 

国民休闲食品品牌卫龙完成Pre-IPO轮融资。本轮投资方阵容豪华——由CPE源峰和高瓴联合领投,红杉中国、腾讯、云锋基金等知名机构跟投。这是卫龙创立20余年以来首次引进外部资本,同时,这将是卫龙上市前最后一轮融资。去年11月,曾有消息称卫龙食品正与中金公司、摩根士丹利和瑞银合作,计划2021年上半年在香港IPO。一旦卫龙成功IPO敲钟,吃货们又将再次立功,撑起“辣条第一股”。

 

格力电器:2021全国巡回直播第二场订单总额达3.51亿元

 

据“格力电器”微信公众号消息,5月8日晚,格力电器2021全国巡回直播第二场在广东韶关举行。直播巡演全网超过500万人次观看,订单总额达3.51亿元。

 

二、互联网平台

 

Verizon将以50亿美元出售雅虎和美国在线

 

美国电信运营商巨头Verizon将以50亿美元的价格剥离旗下的媒体业务,包括雅虎和美国在线(AOL)等标志性品牌,结束了其在媒体和广告领域昂贵而失败的经营。尽管这家总部位于纽约的电信公司花费了10多年时间和数十亿美元打造了一个稳定的互联网品牌,但在竞争激烈的互联网广告领域,一直难以取得进展,目前该领域由Facebook主导。

 

滴滴回应“抽成高”:高于30%的订单占2.7%

 

滴滴发布《滴滴网约车关于“抽成”的说明》,回应近期对于抽成高说法的质疑。滴滴表示,抽成高于30%的订单占总订单的2.7%,其中包括乘客补贴优惠、企业经营成本、纳税和支付手续费等。滴滴表示,将持续推进平台收费定价公开透明。

 

豆瓣因违反广告法被罚款1.6万元

 

据天眼查App显示,近日,北京豆网科技有限公司新增一条行政处罚,处罚内容为罚款16363.2元、没收违法所得4090.8元;处罚事由为违反《中华人民共和国广告法》(2018)第二十四条第一款第(三)项及(2018)第十四条第二款;决定文书号京朝市监罚字〔2021〕337号;决定机关为北京市朝阳区市场监督管理局。

  

值得注意的是,北京豆网科技有限公司此前曾多次被行政处罚,处罚事由包括向公众提供注册用户发布的含有禁止内容的图片类网络出版物,存在出版、传播含有宣扬淫秽、色情、赌博、暴力或者教唆犯罪的网络出版物的行为等。

 

小米申请小米出行商标

 

天眼查App显示,近日,小米科技有限责任公司申请注册“小米出行”“小米智行”等商标,现国际分类涉及金融物管,商标状态均为“商标申请中”。

 

天猫:0糖饮料、功能零食等新趋势类商品销售额同比增长500%

 

天猫食品行业商家大会暨“全球美食盛宴”在上海开启。天猫发布了食品消费的十大趋势:极致口味、健康成分、新鲜短保、品质食材、精致懒宅、解压疗愈、兴趣颇圈、心选食礼、国潮新风、低碳环保。数据显示,2020年天猫食品生鲜年销售额突破1亿元的商家数同比增长了30%以上。0糖饮料、功能零食、低度潮饮、代餐奶昔、精品咖啡、半成品菜等趋势类商品销售额同比增长500%。

 

三、服务机构

 

汉威士媒体集团任命新的首席营销官

 

汉威士媒体集团任命Francis Coady为首席营销官,此前他担任汉威士体育与娱乐部门的总经理,于五年前加入汉威士媒体并建立该部门。任职期间,公司赢得了很多重要客户,并为BUPA、吉列、LG、NRMA、CGU、维珍、红牛以及Destination NSW等品牌打造了屡获殊荣的系列广告作品。

 

苏州瑞云信息获Pre-A轮数千万人民币融资

 

据天眼查显示,苏州瑞云信息获得Pre-A轮数千万人民币融资,由蓝湖资本投资。瑞云信息是一家专注于营销和服务数字化领域的优质SaaS服务商,经过10多年对行业大型集团客户的经验积累及应用实践,研发出面向医药营销的决策易、面对售后服务管理服务云、面向销售管理的销售云、面对业务应用的营销云四大CRM产品。

 

四、案例

 

笑果在三里屯放了些「不理解」广告牌

 

笑果文化旗下脱口秀演员周奇墨,目前正在进行《不理解万岁》个人专场全国巡演。笑果文化在北京三里屯街头放置了一系列围绕「不理解」主题的广告牌,如「不理解老板」、「不理解微信好友」、「不理解饭圈」……据悉,广告牌上的所有文案均来自粉丝朋友们投稿的段子日历。


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京东母亲节竖屏短片,当妈妈不是妈妈的时候

 

京东以“母亲节”为主题发布广告片,并在微博发起话题#当妈妈不是妈妈#、#我的妈妈是少女#。视频通过女性在生育前后面对生活中突发事件时的不同应对反应,从而形成强烈对比,突出母爱的感人和带来的改变。


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聚划算品牌升级片《小值得》:看见生活中每一个值得的瞬间

 

“每一天都值得”是为聚划算品牌升级推出的品牌新主张。BBDO上海为此打造了全新品牌广告片《小值得》,以每一天都是BIG DAY 为核心创意,用7段小故事,重新定义值得用心的每一天。

 

「每一天都值得」是聚划算想传递给消费者的价值观,也是聚划算一直在做的事情 —— 用实惠的价格和品质,帮助每个人实现更有价值的生活。通过这次Campaign,BBDO和聚划算共同合作,重塑聚划算的品牌形象,让聚划算不再是单纯的“便宜,打折”,而是传达出更美好的一种生活理念。

 

五、趋势洞察

 

2021年户外营销策略报告:户外受众测量3.0阶段来临,告别盲投和抽样时代

 

2020年即使受疫情影响,户外也能快速反弹,从2020年12月起流量已完全恢复。

 

户外媒体触达成本:户外泛人群场景CPM相对传统媒体具有成本优势;

 

户外广告曝光效果:户外广告曝光对于到店转化提升显著,超过视频广告和门户广告;

 

各类型户外广告触动力:封闭空间(电影院/电梯)中广告最受关注,电影院广告的关注比例近1/3;

 

户外广告已构建完整的测量体系:包含广告监播、受众测量、跨屏测量;

 

户外受众测量3.0阶段来临,告别盲投和抽样时代,全人流测量成为可能

 

2021年3月Airbnb广告认知度提升到12.3%

 

根据YouGov的数据,住宿业巨头Airbnb在3月份美国消费者中的认知度得分从10.5%上升到12.3%。YouGov的品牌指数有助于跟踪品牌在一系列消费者中认知整体表现。

 

2月底,Airbnb推出了近5年来最大规模的宣传活动。该广告活动涉及Airbnb房屋主人如何为客人创造独特体验的一瞥。该活动推出了简短的广告,包含了Airbnb用户发布的度假照片,这些照片被用来吸引人们关注Airbnb房主如何帮助客人提高度假水平。

 

六、海外

 

户外广告有了衡量标准

 

After a tough year for the out-of-home industry, the world is starting to open up – and so are advertiser budgets.

 

Digital out-of-home (DOOH) alone is projected to grow 20% next year, according to MAGNA. There are an estimated 1.25 million digital screens in the US across billboards, street furniture, service kiosks, screens in bars, screens in the back of taxis and place-based installations in malls, gas stations and office buildings.

 

Rebound aside, there’s another challenge that has perennially plagued the DOOH industry: the fact that there’s never been a single accepted standard to measure exposure to digital out-of-home media.

 

Attribution providers have tried to develop solutions, but their efforts have faltered without industry specs to guide them.

 

“Some took a one-size-fits-all approach, trying to use the exact same methodology for all DOOH venue types without taking in the contextual differences of ad exposure environment into account,” said Eugenie Chen, VP of data and analytics at Vistar Media, a programmatic platform for DOOH advertising. “And some providers took a siloed development approach by building custom solutions tailored to a unique media owner that did not translate across different venue types,”

 

Chen is the chair of an initiative spearheaded by the Out-of-Home Advertising Association of America to develop a standardized methodology and best practices for measuring consumer exposure to DOOH media.

 

Snap首席业务官:为什么AR是营销的未来?

 

With fitting rooms closed and physical activations off the table amid the pandemic, augmented reality has seen a surge in popularity among retailers and other brands which have found it a useful tool for engaging with consumers in an interactive manner.

 

Even before this recent uptick, however, Snap has long been one of the companies on the forefront of pushing AR innovation in marketing. At Adweek’s Social Media Week event, Snap chief business officer Jeremi Gorman discussed how the technology has evolved from something viewed by brands as a novelty add-on to a core sales driver in the toolkits of some marketers.

 

While the technology has been growing for years, Gorman said she views the current moment as an inflection point in marketing technology akin to the rise of social media in the early 2010s or the web in the late 1990s. “Getting it right now is just as important as scoring the right URL in 1999, and the right social handles in 2010,” she said. “We all know how fleeting the moment is to stake your claim as an early mover, and that moment has arrived for AR.”

 

播客听众对广告的接受程度较高

 

Data from YouGov Profiles, an audience intelligence tool, reveals there’s significant potential for advertising reach on podcasts, especially among heavy listeners. People who listen to podcasts two or more days a week see podcasts as one of the best ways for brands to engage with them. What’s more, YouGov research shows heavy podcast listeners prove more receptive to ads, especially those delivered via podcasts. 

 

The shift in when people engage podcasts, from peaks before and after work to consistent listening throughout the workday, affords advertisers more chances to connect with listening audiences. The opportunity is especially ripe among heavy podcast listeners, 44% of whom say they work full-time in a daytime shift (vs. 23% of Americans overall) and therefore, may be listening to podcasts as they work and multitask.   

 

Google Play 推出Safety Section

 

Almost a full year after Apple dropped its AppTrackingTransparency bombshell on the mobile developer world, Google is following suit … well, sort of. On Thursday, Google said that, starting next year, apps on Google Play will have to display details about what data they collect, including information related to their privacy and security practices. The info will appear in a new, so-called “safety section” as part of an app’s listing in Google’s app store, The Verge reports. The move is reminiscent of Apple’s privacy nutrition labels, which are now required of developers in the App Store to inform users about their app’s privacy practices. Unlike Apple, though, Google isn’t saying anything about what might happen – or not – with its mobile ad ID. Apple, of course, made its proprietary IDFA permissioned-based starting with iOS 14. There’s been mad speculation about whether Google might do something similar with GAIN, but as with almost everything else these days, the future on that front remains uncertain.

整理自互联网

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