【摘要】 每日监测
一、品牌
阿迪达斯25亿美元出售锐步
华为P50 Pro首销货源紧缺
8月12日,华为P50 Pro旗舰手机首销,搭载麒麟9000芯片,支持4G网络,售价6488元起。在深圳走访多家华为线下授权体验店发现,P50 Pro货源紧缺,深圳华为旗舰店也出现了同样情况。从线上市场来看,华为商城显示,华为P50 Pro暂时缺货。
二、互联网平台
媒体:中国商家要摆脱对亚马逊的依赖
Facebook将员工返岗办公计划推迟到明年1月
Facebook并购Giphy遭变数,英国监管机构称其引发竞争担忧
百度任命余正钧为首席战略官
百度在财报中表示,余正钧已被任命为公司首席战略官(CSO),将负责公司战略和业务发展,其将向百度CEO李彦宏汇报。余正钧将继续兼任公司首席财务官职位,直至任命新的首席财务官。
爱奇艺:二季度营收76亿元,同比增长3%
爱奇艺发布2021年二季度财报。财报显示,该季度,爱奇艺营收76亿元,同比增长3%,市场预期74.61亿元;爱奇艺净亏损14亿元,与去年同期持平,市场预期调整后亏损15.1亿元。其中,会员服务营收40亿元;在线广告服务营收18亿元;内容发行创造营收6.879亿元。此外,爱奇艺预计三季度营收76.2-80.5亿元,同比增长6%-12%。
三、 服务机构
亚马逊计划在美国企业的供应和服务上花费超过1200亿美元
四、 案例
特步官宣迪丽热巴成为品牌代言人
五、趋势洞察
数字赋能:提升汽车研发效率
随着车企发力电动化、互联化、自动驾驶化车辆,其研发成本增长显著,超过了销售收入的增幅。在2019年开始的经济衰退和当前新冠疫情的叠加影响下,全球汽车市场面临雪上加霜的境地。普华永道思略特预测,直到2023年,车企的销量和收入才能与2018年基本持平。
面对充满挑战的市场环境,提高研发效率的压力陡增。在经济衰退时期,车企如果削减电动技术、自动驾驶技术、共享技术和互联技术方面的投资,可能会被竞争对手永远抛在身后。但借助数字化工具,车企可以控制支出,使产品开发这一关键阶段更快、更具成本效益。
六、海外
DoubleVerify 揭露 CTV 中的一种新型骗局
Ad verification company DoubleVerify recently shut down a new type of scheme in connected TV that uses screensavers to hijack streaming devices in order to generate fake ad impressions – even when the screen is off.
DoubleVerify estimates that the scam, dubbed “SmokeScreen,” is bilking advertisers out of more than $6 million a month and shows how fraudsters are becoming more sophisticated.
The latest scheme was uncovered in April and differs from previous multimillion-dollar “spoofing” scams that DoubleVerify and other ad verification providers have shut down in recent years. Most of those fraud schemes used server-side ad insertion to generate fake CTV inventory across a large number of apps, IP addresses and devices.
The bot-based SmokeScreen scam ran various fraudulent screensaver apps, primarily targeting those with external CTV devices, the kind manufactured by companies such as Amazon and Roku (DoubleVerify declined to name specific devices that were impacted).
Once downloaded by users – who are unaware the screensavers are being used to run bogus traffic – the app continuously generates multiple fake ad requests to exchanges.
广告商感受到ATT的痛苦;Facebook 专注于基于隐私的广告
Facebook surprised most analysts with a powerhouse Q2, despite the rollout of Apple’s AppTrackingTransparency (ATT) framework and new IDFA rules. But Facebook’s diminished targeting and attribution capabilities are having concrete effects on advertisers. A few years ago, many startup product brands built their businesses almost exclusively on Facebook and Instagram.
These ecommerce-native brands could practically cut out all marketing org costs and rely on the Facebook site conversion pixel and the app’s look-alike prospecting to bring endless new potential customers. When it worked well – or was successfully paired with content marketing and PR efforts on Facebook – startup brands only needed a snappy or instructive video or two to get the machine going. “Previously, a startup could operate exclusively on FB to reach breakout scale and possibly beyond,” writes Eric Seufert in a worthwhile Twitter thread. “Not the case in the new ATT environment.”
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