Morketing·每日监测8.11:小米官宣苏炳添成为品牌代言人;亚马逊全面抢夺Facebook广告业务;谷歌或将禁止对18岁以下人群进行广告定位
日报

Morketing·每日监测8.11:小米官宣苏炳添成为品牌代言人;亚马逊全面抢夺Facebook广告业务;谷歌或将禁止对18岁以下人群进行广告定位

Rita Zeng · 2021-08-11 08:00

【摘要】每日营销资讯

品牌


苏炳添成为小米品牌代言人

 

近日,小米宣布苏炳添成为品牌代言人,他将和品牌一起不断突破向前。同时,苏炳添也在官宣视频中预告了今晚雷军的年度演讲“我的梦想,我的选择”。

 

维密正式入驻京东


据时尚商业快讯报道,维密正在加速布局中国市场,继入驻天猫后,又于周一正式入驻京东,发售包含新科技的舒适文胸,以及维密系列、PINK系列、T-shirt字母肩带系列商品。


太平鸟:上半年净利润4.11亿元 同比增长240.52%


太平鸟(603877)8月9日盘后披露2021年上半年业绩快报,公司2021年上半年实现营业收入50.15亿元,同比增长55.88%;归属于上市公司股东的净利润4.11亿元,同比增长240.52%;基本每股收益0.87元。


妙可蓝多:上半年净利1.12亿元,同比增长247%


妙可蓝多披露半年报称,公司2021年上半年营业收入20.67亿元,同比增长90.80%;净利润1.12亿元,同比增长247.12%。基本每股收益0.27元。


索尼完成11.7亿美元收购AT&T动漫业务Crunchyroll


日本索尼公司已经完成了收购美国电信巨头AT&T旗下动漫业务公司Crunchyroll的交易。这家动漫内容发行公司将会整合到索尼旗下的动漫流媒体业务“Funimation”,进行统一管理运营。索尼为收购这一资产支付了11.75亿美元。AT&T计划用转让资产所得缩减公司债务规模,此前公司斥资数百亿美元收购影视媒体资产,导致债台高筑。

 

互联网平台

 

受益iPhone隐私调整,亚马逊全面抢夺Facebook广告业务


今年6月,苹果在iPhone上对隐私设置进行调整,极大地影响了Facebook的广告效果。纽约营销公司Belardi Wong的数据显示,6月份有超过40%客户表示,Facebook平台的广告效果正在变差,已经开始寻找其他选择。部分由于隐私设置的调整,Belardi Wong的客户Vanity Planet今年将Facebook平台的广告预算削减了22%,并将其中一半转移至亚马逊平台。

 

谷歌:将扩大网站保护措施,以防向青少年显示对年龄敏感的广告类别


8月10日,据报道,谷歌表示将扩大网站保护措施,以防止向青少年显示对年龄敏感的广告类别,并阻止基于18岁以下人群的年龄、性别或兴趣的广告定位。


360借条App恢复上架?官方回应:整改方案已通过验收


360借条App在华为应用市场已恢复上架,用户已可正常下载使用。360借条是360数科旗下产品,此前有媒体报道称,360借条因整改不到位被网信办通知要求下架。


搜狐:公司游戏用户设计和营收来源未涉青少年


从搜狐2021Q2业绩会上获悉,搜狐旗下公司畅游到目前为止设计方向都是针对成年人,相关负责人表示,青少年群体对搜狐游戏业务收入贡献“基本没有”。据悉,搜狐最新公布的今年二季度财报显示,在线游戏业务收入为1.51亿美元,环比下降14%。


服务机构

 

WPP上半年恢复正增长

 

根据界面报道,WPP集团公布的2021年第二季度及半年报显示,公司在今年第二季度和上半年的业绩均大幅超过原本预期。WPP在今年第二季度内生净营业额增长19.3%,超过早前14.8%的预期。

 

TOMORROW正式更名为“上海.Monks”,与MediaMonks合并

 

S4Capital总裁苏铭天收购MediaMonks和Mightyhive两家公司,统一合并为MediaMonks的一部分。曾获奖众多的著名创意机构,TOMORROW现在更名为上海.Monks,与MediaMonks合并。

 

西瓜视频:“中视频伙伴计划”上线两个月,超3600位创作者月入过万


西瓜视频6月宣布公布“中视频伙伴计划”。数据显示,计划上线两个月以来,6300位作者实现粉丝翻倍,12.5万人实现收益提现,3628位作者月入过万。

 

案例

 

巴黎奥运会宣传片:这八分钟,浪漫到太空

 

8月8日,2020东京奥运会落下帷幕。闭幕式上,下一届奥运会东道主法国巴黎推出宣传片。主张以运动员为核心的办奥理念,向世界展示巴黎的浪漫、现代与活力。

 


TapTap品牌片:当代年轻人拒绝大赏

 

你还在忍受酒桌文化的熏陶吗?你还在苦恼热搜上的鸡毛蒜皮吗?你还在被游戏坑队友困住无法向前吗?就现在!大声说出拒绝吧!就像TapTap《当代年轻人拒绝大赏》里那样!

 

 

趋势洞察

 

eMarketer:2021年中国社交电子商务收入将接近2.5万亿元

 

阿里巴巴称,在中国最近几年的618购物节,中国品牌Babycare的销售额超过了宝洁的Pampers。阿里巴巴还报告,2021年6月前半月天猫有459个新品牌(那些登陆天猫平台不到三年的品牌)的销售额创下了其细分市场的最高纪录。在去年的活动中,本土饮料品牌元气森林在天猫的销量超过了可口可乐和百事可乐。

 

此外,微信为这些品牌提供了与购物者建立更亲密联系的平台。相比之下,阿里巴巴的天猫则提供了更广泛的覆盖面和高度定制的品牌页面以及一系列功能。其他主要平台还包括短视频应用快手和抖音,以及类似 Pinterest 的小红书。

 

eMarketer预测,今年中国的社交电子商务收入将达到2.427 万亿元人民币(合3516.5亿美元)。

 

Sensor Tower:7月抖音及其海外版TikTok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7月抖音及其海外版TikTok以超过6300万下载量,蝉联全球移动应用(非游戏)下载榜冠军。其中,抖音的下载量占15%,TikTok美国市场的下载量占比为9%。Facebook以超过5300万次下载排名第二,排名前五的另外3款应用依次是Instagram、Messenger 和 WhatsApp。

 

海外

 

为什么广告主应该为营销活动使用 30 天或更长时间的归因窗口

 

Attribution is a key part of successfully scaling and optimizing user acquisition campaigns for the highest quality users. But there is no one-size-fits-all approach to attribution.

 

Many apps set seven-day attribution windows, or the period of time in which a media partner can claim that a click or impression led to an install. For marketing channels focused on delivering immediate engagement – i.e., on Day 0 – this is the recommended approach.

 

But in some cases, advertisers should consider attribution windows 30 days or longer.

 

This is especially true for advertisers running campaigns directly “on device” or ads that run through the telecom operator or device manufacturer, where the ad is a native part of the device experience.

 

Here’s why longer attribution windows are useful for these channels.

 

Instagram 测试“购物广告”推送功能?

 

Facebook took the inevitable next stop with Shops, the virtual storefront tab it launched last year with Shopify as a strategic partner. Instagram is now testing ads for Shop, Adweek reports. The ads will only appear to US Instagram users, and unsurprisingly, big social spenders Away, Boo Oh, Clare Paint, Deux and Donni Davy are the pilot advertisers. Instagram will tread lightly with Shop ads, because it needs adoption more than revenue right now. But retail advertising has been the growth engine lately for Google and Amazon, and Facebookagram won’t sit out the ecommerce ad boom. As a point of comparison, Facebook introduced ads for Marketplace, its Craigslist-ish market, almost two years after launch.  

  

奥利奥发起了一项活动,扫码户广告可获取音乐活动门票

 

Sandwich cookie brand Oreo has launched a campaign to promote an exclusive live music event in London,The Capital Weekender Live with Oreo. The campaign breaks today and will run across Global’s outdoor advertising estate, on-air, online and on DAX (Global's Digital Ad Exchange). Capital Dance presenter MistaJam will host the rooftop party on Friday 27 August at London’s Century Club, and will be joined by Jodie Harsh, Billen Ted and 220 KID.

 

From today until 22 August, music fans can enter to win tickets to the exclusive gig by scanning a QR code on a Capital Weekender Live with Oreo ad featured on Global billboards nationwide. The QR code will also be posted to @capitaloffical’s 1.4m followers on Instagram and through an exclusive URL on Capital’s website and social feeds. On air, listeners will be able to win tickets to the exclusive live show by listening to Capital and Capital Dance. The show will also be streamed live on Global Player.

 

在后 IDFA 时代,应用营销人员如何管理程序化广告活动?

 

According to the latest global data from Remerge’s post-IDFA dashboard, as of August 4, 2021, the volume of no-ID traffic (34 per cent) continues to catch up with the levels of ID traffic (66 per cent). Meanwhile, the global adoption rate of iOS 14.5+ stands at 70 per cent. From a regional perspective, Western markets, such as the US (73 per cent) and Germany (81 per cent) are already showing high levels of adoption, while in other regions like INSEA, where Indonesia stands at 57 per cent, there is a delay.

 

App marketers are reacting differently to these developments around the world and in a new report, Remerge experts recently shared their thoughts and analysis on programmatic trends across North America, APAC and EMEA.

 

Advertisers doubling down on ID traffic

Patrick Eichmann, General Manager, Americas

App marketers are in a tough spot at the moment, particularly as not all players in the space are fully equipped for SKAdNetwork. MMPs, SSPs, and DSPs are at different levels in terms of readiness, however, I am encouraged by the progress that’s been made since May, where SKAdNetwork-enabled bid requests surpassed the 50 per cent mark in the US.

 

While technology vendors are prepping for this new era, it’s clear marketers remain unsure about certain elements of their campaigns: how am I going to measure the performance of my iOS spend? How will I handle conversion values? How do I know if it’s the right time to put more effort into media mix modeling and incrementality? It will take time to properly address these deeper business questions, but that’s not to say marketers should stand still.


在大流行之后,企业如何留住和吸引人才

 

This exhaustion is part of the reason it may be harder to engage with prospective new talent. People are recharging and figuring out what is important to them, in both their home lives and careers, and asking questions like:

 

Do I want to commute and miss the flexibility with my family when a Zoom would be just as easy?

Am I willing to go to the office five days a week, or perhaps try a combination?

When is the right time to see my colleagues, share a lunch or take out my clients?

The ad tech landscape is a unique space that bridges technology, media and humanity, and there is always competition to find and secure these “bright lights” who can fill these rapidly evolving roles.

 

Successful companies are versed in building custom solutions for their clients, but the candidate’s market we’re seeing now demands that they find ways to build custom solutions for their employees as well. Most great candidates for ad tech roles can translate technology and explain it in a relatable and human way. They excel at listening and responding to meet client needs in the toughest of situations.

 

How to build and motivate a game-changing team

 

For employers, showing your team that you care by learning what is important to them will retain your best talent and set a precedent for the future. To attract this talent, leaders must turn their ear to their team members and to the prospective candidates and ask them what they need, what they want and what makes them enabled to work productively. Is it compensation? Or flexibility? Or is it simply being appreciated for their work?

 

Every person is unique, and each of us has a different dream and idea about what equals success and happiness.

 

A salesperson probably wants to be out and about and is money motivated. An ops person may want the option to work from home and be less “client facing.” There are the product developers and marketers who may need the serendipity and collaboration of face time to come up with a game-changing strategy, then time apart to analyze and execute.

 

On the somewhat opposite end of the spectrum are data scientists and analysts that may prefer a “quiet place” and less team interaction.  

整理自互联网

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