【摘要】 每日监测
一、品牌
余承东:用问界淘汰了宝马保时捷,M7最大缺点是太便宜
农夫山泉:上半年归母净利润46.08亿元,同比增长14.8%
农夫山泉发布2022年中期业绩,上半年营收165.99亿元,同比增长9.4%;归母净利润46.08亿元,同比增长14.8%。
宜家中国:母公司英格卡集团计划2023财年投资53亿元,拓展渠道和数字化领域
宜家中国所属的英格卡集团计划2023财年投资53亿元,巩固并拓展渠道和数字化领域。据介绍,自2019年提出未来+战略以来,宜家中国逐步兑现投资100亿元的战略承诺。在“未来+”战略指引下,宜家中国打造整合的全渠道生态系统,包括多元线下渠道以及宜家网上商城、宜家可购物小程序、宜家天猫旗舰店等线上渠道,覆盖全国301个城市和地区,将在中国的服务人群从1亿人扩展到约10亿人。
二、互联网平台
Farfetch拟收购历峰集团旗下YNAP公司47.5%股权
即构科技发布互动引擎ZEGO Avatar
实时互动厂商即构科技发布了其在元宇宙产业所做的新探索和成果——ZEGO Avatar以及ZEGO Metaworld。据官方介绍,目前已有50余家企业在与即构科技进行接洽,共同探索行业的未来价值。
Facebook违规追踪用户定位遭集体诉讼,斥3750万美元达成和解
Twitter前安全总监:Twitter根本不知道机器人账号的真正数量
三、广告案例
iQOO《了不起的十分钟》
四、营销趋势
报告:第二季度国内高端手机市场逆势增长
SensorTower:2022年上半年元宇宙游戏下载量已突破1.1亿
SensorTower报告称,2022年上半年期间,全球元宇宙应用已获得1.7亿下载,其中游戏应用下载量高达1.1亿,占比67.3%。上半年元宇宙应用共营收6.5亿美元,其中游戏应用收入占比高达94%。2022年上半年期间,《Roblox》横扫美国、韩国、日本以及东南亚多个地区元宇宙概念游戏下载榜与畅销榜第一,其在全球范围内带来的用户支出占到整个元宇宙游戏用户总支出的70%。
五、海外营销
延迟的广告付款逐渐回升,但这并不是 2020 年的危机重演
The programmatic payment gap is a well-known issue.
Marketers often don’t pay for weeks or months after a campaign is served while waiting to verify that their ads were served properly and against acceptable content. Publishers and ad vendors, meanwhile, wallow in low cash flow.
In Q2 2020, late programmatic campaign payments jumped for the first time since OAREX began tracking the metric. OAREX helps ad tech vendors and pubs bridge campaign payment and reconciliation gaps by purchasing their digital media and advertising receivables.
What was happening there? Advertisers and ad tech vendors, fearful of cash flow running dry, were withholding normal on-time payments.
零售商现在是出版商,他们需要更好的广告技术
As third-party cookies and mobile identifiers disappear due to privacy changes, brands without scalable first-party data are turning to retailers to connect directly with customers.
At the same time, retailers are seeking ways to combat margin pressure, emulate Amazon’s extraordinary advertising success, deepen relationships with brand partners, and better understand their customers. Cue the retail media boom.
This new era where retailers act as publishers has swiftly taken hold. Retail media networks are expected to account for nearly 20% of digital ad spend by next year. But in building their own media businesses, they are encountering challenges that stem from a lack of control over advertising technology.
To thrive, they’ll need to build out their own media buying platforms. In doing so, they will not only bring in more revenue, but also improve the shopping experience and maintain customer data privacy.
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