Morketing·每日监测7.30:消息称猿辅导将削减所有广告;TikTok直播推出五大新功能;苏宁易购或全面被阿里接管
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Morketing·每日监测7.30:消息称猿辅导将削减所有广告;TikTok直播推出五大新功能;苏宁易购或全面被阿里接管

Rita Zeng · 2021-07-30 09:58

【摘要】每日营销资讯

品牌


“蕉内”将完成新一轮7000万美元融资,投后估值或达20亿美元


36氪从多个独立信源处获悉,内衣品牌“蕉内”即将完成新一轮融资,本轮投资方为老虎环球基金,投后估值达20亿美元。一位接近交易的投资人士称,老虎环球基金本轮参投7000万美元。就此向蕉内创始人臧崇羽求证,对方表示“不属实”。


互联网平台


消息称猿辅导将削减所有广告


消息称,猿辅导将削减所有广告。


俄罗斯对谷歌罚款300万卢布:违反个人数据法


莫斯科塔甘斯基地区法院周四宣布,因违反个人数据法,对谷歌处以300万卢布(约合41017美元)的罚款。这是谷歌首次因违反俄罗斯的个人数据法被罚款。谷歌证实了此次罚款,但没有进一步的回应。


腾讯搜狗即将完成初步整合:搜狗核心团队并入腾讯看点,王小川未来或离任


腾讯最早将于8月初步完成搜狗整合工作,搜狗大部分业务并入腾讯PCG,其中主要团队与腾讯看点合并;在腾讯看点的架构之下,将为搜狗部分团队新设立几个中心,由搜狗高管担任总经理(GM)和总监职位。未来在搜狗完成整体退市后,现任CEO王小川或将离开搜狗,选择自主创业;而腾讯集团副总裁、腾讯看点负责人殷宇将成为搜狗团队新的领导者。


TikTok直播推出五大新功能


近日,TikTok宣布其直播平台TikTok LIVE将推出五大新功能,包括画中画、多人共同直播、实时提问和回答、热门直播以及管理员设定,以持续丰富TikTok用户的使用体验。目前,TikTok LIVE可让创作者和其他用户实时互动。年满16岁的用户可启用直播功能,年满18岁的用户可以在直播期间收送虚拟礼物。与去年相比,今年直播的人数和观看直播视频的人数增加了一倍。


亚马逊发布2021财年第二季度财报


亚马逊发布2021财年第二季度财报,亚马逊第二季度营收1130.8亿美元,与上年同期的889.12 亿美元相比增长27%,市场预期为1150.6亿美元。调整后净利润77.78亿美元,同比增长48%,市场预期为85.74亿美元。


谷歌高管解读2021年Q2财报:将使用AR模拟实体店的购物场景


谷歌母公司Alphabet发布了截至6月30日的2021财年第二季度财报。谷歌首席商务官菲利普·辛德勒在周二的财报电话会议上表示,使用谷歌广告服务的用商家在一季度看到了点击率上涨50%,2021年我们要努力的消除融合壁垒,我们与多家合作伙伴一起,让用户能在谷歌旗下多个平台开展业务。我们还将使用AR来模拟实体店购物时的场景,这项业务将主要在美妆等行业开展。


FacebookQ2净利润104亿美元增长一倍,月活跃用户29亿


Facebook公司今天发布了截至6月30日的2021财年第二季度财报。财报显示,Facebook第二季度总营收为290.77亿美元,较上年同期的186.87亿美元增长56%;净利润为103.94亿美元,较上年同期的51.78亿美元增长101%。截至2021年6月30日,Facebook月度活跃用户(MAU)为29.0亿人,同比增长7%。


支付宝回应“首页出现商家服务进度卡片”:正在灰度测试


近日,支付宝首页新增一项功能:九宫格下方出现一张商家服务进度展示卡片,可以直接看到当前使用服务的进度。对此,支付宝方面确认,该功能已经灰度测试一段时间,产品也在不断优化,目前尚未全量上线。只有在上述部分特定场景,才会触发该卡片。


苏宁易购股东大会召开,阿里或开启全面接管


引入战略投资者后,苏宁易购将成为一家表面上“无实际控制人”的公司。今天(7月29日)下午召开的股东大会的表决结果,或将意味着阿里系对苏宁易购“全面接管”的开始。从接近消息人士处了解到,如果不出意外,阿里提名的黄明端进入董事会并出任新一任董事长;苏宁易购张近东之子张康阳进入董事会,成为新任董事会的非独立董事。


服务机构


阿里妈妈宣布推出“核·新计划”


阿里妈妈宣布推出“核·新计划”,助力新品牌提高数智化能力。该计划主要分为三部分。一是从产品、数字技术、人群、创意和内容等5个层面给予新品牌价值超过1000万的助力;二是降低新品牌获取新客的营销门槛。比如,在满足相应条件下,需求智投自定义人群能力可对新品牌用户零门槛开放;三是提升新品牌数智化经营能力。阿里妈妈将集合需求智投、Uni Desk等产品能力,搭建消费者运营体系,解决消费者资产积累难题。


微盟发布跨境独立站产品ShopExpress


微盟发布跨境独立站产品ShopExpress。据官方介绍,ShopExpress将为中国卖家提供全链路数字化出海服务。包括对接海外主流社交媒体、搜索引擎等多渠道,为卖家提供海外媒体精准引流服务;提供SaaS独立站系统,打造贴合海外消费者购物习惯的独立站;为出海商家提供品牌营销策略、广告投放策略等服务。


案例


OLAY×辣目洋子:关于美,你选择听别人的还是自己的?


美妆个护品牌OLAY近日携手辣目洋子拍摄最新一支广告片,从辣目洋子的角度对“美”做出了新的诠释:无惧人言,我就是美。



佳能相机奥运广告片:一张照片,千个故事


7月,作为2020东京奥运会官方金牌合作伙伴的佳能(Canon),发布一则以“one image,thousand dreams”(一张照片,千个梦想)为主题的广告片。



趋势洞察


商务部:网络零售市场 “新国潮”热度提升


电子商务司负责人介绍了2021年上半年我国网络零售市场有关情况:健康消费日益走红,游泳、足球、瑜伽等相关体育用品销售额同比分别增长128.9%、106.2%、55.1%。“新国潮”热度提升,有关电商平台“618”促销活动期间,国产品牌销售额占比超过70%。(


海外


Conviva与The Trade Desk 合作,发布了其首款广告技术产品


The streaming analytics company Conviva released its first ad tech product, a contextual data integration with The Trade Desk, on Thursday.

Conviva places a sensor in publishers and programmers’ videos or streaming content. The sensor isn’t a third-party data collector like a cookie or SDK. It’s the tool the publishers place in their video players to monitor video quality and engagement, such as buffering rates or overall watch time, said Conviva CEO Keith Zubchevich.


“In the past couple years we started to collect very rich content metadata, because there's no limit on what you can pass through the sensor that sits in the video player, including contextual ad data and even IDs,” Zubchevich said.


For instance, the new Conviva bidstream integrations can alert buyers whether a particular video spot is a short-form video, the length of a TV episode or a full movie, and can also share  contextual data about the kind of content that will play in that watch session, Zubchevich said.


Contextual advertising data for streaming video is often cobbled together from site pixels, mobile app SDKs, ad verification tech vendors and aggregated third-party data sets, which monitor the page but aren’t actually embedded in the video player, said Josh Sharma, VP of ad partnerships at Local Now, a local weather and content streaming service, and a pilot partner for Conviva’s data partnership with The Trade Desk.


今年英国广告支出将增长 18.2%


The latest Advertising Association/WARC Expenditure Report, the only source to collect advertising revenue data across the entire media landscape, predicts that UK ad spend will grow by 18.2 per cent this year, to reach a total of £27.7bn. That's an increase of £4.2bn from last year, a sign that the advertising industry is growing in confidence. 


This is also an upward revision from the 15.2 per cent rise forecast in April and includes an estimated 54.7 per cent rise during the second quarter of the year – by far the highest on record albeit coming on the back of an exceptional downturn due to the pandemic and a sign that the advertising industry is growing in confidence.


Out of Home (OOH) suffered particularly badly in Q1, with spend down by almost two-thirds, as the UK adhered to lockdown and social distancing restrictions. But it is forecast to recover in 2021, with ad spend increasing by 29.3 per cent, and digital OOH spend increasing by 43.7 per cent. 


Online display – inclusive of social media and online video – is set to see growth accelerate this year (+17.2 per cent), as is the case for search (+19.7 per cent). TV ad spend is expected to increase by 15.1 per cent in 2021 (a significant upward projection from the 8.8 per cent forecast in April), reflective of increased activity during the Euros.


The latest dataset includes actual ad spend figures for Q1 2021, which show UK advertising spend rose 0.8 per cent to £6.5bn during the first three months of the year. This is behind the 1.8 per cent rise estimated in April.


Dating Group 同意以 5100 万美元收购 Cupid Media


Dating Group has entered into an agreement to acquire Cupid Media, an international dating company with 33 websites and a global presence for $51m (£36.77m).


The addition of Cupid Media’s websites will make Dating Group the largest global dating company in the world, touching every continent.


Cupid Media’s portfolio consists of 11 core sites, including AsianDating, LatinAmericanCupid, Muslima, FilipinoCupid, ThaiCupid, and InternationalCupid. Combined, the sites’ users send over 1.3bn messages per year. Dating Group will add these unique dating sites to its portfolio bringing its user base to more than 130m users.


Together, the sites will boast an average of seven million monthly active users.

整理自互联网

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