每日监测

Morketing每日监测3.6:星巴克中国推出品牌播客“塞壬电台”;小红书开屏广告可跳转至淘宝;微信“青少年模式”可一键开启

Dalei  · 2023-03-06 09:34

【摘要】 每日营销资讯


一、品牌

 

星巴克中国推出品牌播客“塞壬电台”

 

近日,有消息称星巴克中国推出品牌播客“塞壬电台”,宣布正式开启电波航行之旅。首期节目以“当咖啡成为咖啡以前”为主题,由入职星巴克十年的员工 Kenneth 主持,目前已上线星巴克中国资讯中心公众号,暂未上线小宇宙、苹果播客等平台。

 

卫龙:任命洪星容及李卫洪为公司副总裁

 

卫龙发布公告称,于2023年3月3日成立海外事业发展中心,任命公司现执行董事、首席财务官兼高级副总裁彭宏志兼任海外事业发展中心负责人。任命洪星容为公司副总裁,负责公司销售中心的管理工作。任命李卫洪为公司副总裁,负责公司供应链中心的管理工作。以上任命均自2023年3月3日起生效。

 

维密第四季度业绩超预期 销售额破20亿美元

 

维密于周四美股盘后发布2022年第四季度和年度业绩报告。报告显示,维密第四季度销售额超过20.2亿美元,调整后净利润为2.03亿美元,超过此前预期。首席执行官Martin Waters表示,尽管面临着充满挑战的经济环境,在集团的控制和努力下,假日季核心业务均有超预期的表现,库存水平的双位数下降也为新一年打下良好基础。

 

Michael Kors官宣舒淇成为品牌全球代言人

 

3月1日,美国时尚品牌Michael Kors宣布中国演员舒淇成为品牌全球代言人。随后,品牌发布全新 TVC ,舒淇化身领航人,在山海之间穿行。

 

二、互联网

 

小红书开屏广告可跳转至淘宝

 

近日,有消息表示,小红书开屏广告现已支持跳转至淘宝品牌活动页面,用户通过点击开屏页面下方的“跳转至第三方页面或应用”即可完成跳转。据相关人士透露,该功能仅在大促期间面向部分品牌开放,投放需通过小红书对应的人员进行人工下单。

 

微信“青少年模式”可一键开启

 

微信“青少年模式”升级,升级后,在微信聊天页面输入“青少年模式”“微信青少年模式”“未成年保护”等文字,前面加“#”并发送后,点击蓝色字样就能直达设置页面,快速开启“青少年模式”。

 

百度搜索整合文心一言进展:已注册相关商标,或提供语音图像等搜索生成能力

 

爱企查APP显示,百度近期已提交注册Searchat、百度百晓生、百度晓搜、Chatflow等多个商标名称,疑似与百度搜索产品整合文心一言的计划相关。据接近百度相关人士向《科创板日报》记者透露,百度搜索全线整合文心一言后,或可能提供文本、语音、图像等多模态的搜索能力和AI生成能力。

 

微软发布Azure OpenAI服务新功能

 

微软公司副总裁、微软大中华区首席运营官康容宣布,微软在全球版Azure服务中正式上线了Azure OpenAI服务,以提供SLA保证的企业级服务。

 

香港广播电视有限公司与淘宝达成合作意向

 

3月1日,香港电视广播有限公司(TVB)宣布,将通过附属公司上海翡翠东方传播有限公司与淘宝达成合作,双方将于年内共同发展超过 48 场电子商贸直播。其中,TVBC 旗下之电商账号「TVB识货」将与一众 TVB 艺人于 3 月 7 日开启首场直播秀。

 

三、广告案例

 

觅光携手高圆圆&易立竞带来一条真诚的广告片

 

图片1.png

作为女性品牌的集体发声日,在 38 妇女节之际,AMIRO 觅光携手高圆圆、易立竞首次发声。选择用真诚的态度,直面消费者的对美容科技产品的困惑。

 

杰士邦“玻”动你的小心思

 

图片2.png

 

杰士邦作为行业首家推出“护肤级玻尿酸安全套”的品牌,洞察到许多女性可能被忽视的愉悦体验,品牌转换视角,以呵护女性全周期的安全、舒适体验为切入口,此次重磅推出独家新品“杰士邦 003 小分子玻尿酸”,并发布一支广告片,以女性的感知和需求为中心,在光线、声音、气息里解锁女性夜晚的小心思,展现更舒适愉悦的体验。

 

四、营销趋势

 

2023手游市场的几大趋势

 

如今的大环境下,全球手游市场出现了许多有趣的趋势,这其中相当一部分还将贯穿整个 2023 年,就像我们(GameRefinery)去年推断的那样。例如 3A 和中度游戏将会取代休闲游戏在畅销榜上的位置,越来越多的手游通过加入 mini 游戏/副玩法,融合更多品类的玩法等等。

 

不过,某些趋势并没有持续太久。随着加密货币的价值大幅下跌,区块链游戏没能像人们预想中那样快速增长。与此同时,由于很多国家拟推行法律针对游戏内抽卡、开箱,一些手游已经彻底放弃了抽卡机制,转而采用战斗通行证(Battle Pass)之类更透明的付费设计,《马力欧赛车:巡回赛》和《荒野乱斗》就是近期的两个例子。

 

1、中度游戏和 3A 手游继续增长,今年会有更多 IP 大作

2、mini游戏/副玩法的兴起

3、跟抽卡机制说再见?

4、战斗通行证的不同迭代

5、外观道具变现会变得更普适

6、游戏厂商会继续想方设法绕开苹果和谷歌抽成


2023年移动电商应用市场洞察:2022年全球移动电商应用下载量增长7.1%至59亿次,预计2023年下载量增长达65亿次

 

随着电子商务在全球不同市场的普及,2022 年全球移动电商应用下载量达到 59 亿次,相比 2021 年增长 7.1%。本报告将介绍移动电商应用全球下载量趋势,以及不同市场头部电商应用及发行商表现,同时针对中国移动电商出海赛道进行深入分析。

 

1、全球移动电商应用下载量持续攀升

2、Shopee 蝉联全球电商下载冠军、SHEIN 登顶日本电商应用下载榜

3、SHEIN 稳居出海电商下载冠军、Temu 成电商出海赛道黑马

4、全球电商应用广告形式多样、Youtube 和 Admob 成重要投放平台

 

五、海外

 

妮维雅母公司使用人工智能以了解其创意DNA

 

Beiersdorf, a German skin care company whose brands include Nivea and Eucerin, runs huge campaigns featuring hundreds and hundreds of creative assets.

 

Until recently, though, the company could only determine which creatives performed well, but not why.

 

“I could make a hypothesis” about why one asset worked over another, said Adam Wright, head of digital at Beiersdorf Northern Europe.

 

Beiersdorf recently started partnering with a startup called Automated Creative, which uses AI to test different elements of a brand’s creative assets, such as visuals and messaging, to improve media performance.

 

The “magic” of Automated Creative’s technology, Wright said, is that all the individual creative assets are tagged in the background. This tagging helps Beiersdorf understand why a given ad worked with a specific audience.

 

“You’re able to understand the DNA of a top performer,” he said, “exactly what’s working and why.”

 

Spreaker想成为播客中的Google AdSense

 

Spreaker is returning to its roots by allowing small independent creators to sign up for free, the podcast platform announced Friday.

 

Previously, only paying users could tap into the ad marketplace to make money on ads. Now, users with free accounts can access features such as monetization and unlimited podcast storage and downloads.

 

“When we started Spreaker, we intended for it to be free,” said CEO and Co-Founder Francesco Baschieri. “The original idea was to help creators and share the revenue on advertising sales, not charge for the product itself.”

 

Spreaker gets a 40% share of advertising revenue from podcasters on its platform. But the company, which iHeartMedia acquired in 2020, migrated to a freemium SaaS business model with tiered pricing plans when it exited beta in October 2010.

 

The move is part of Spreaker’s strategy to become the Google AdSense of the podcasting world. “What we’ve tried to do since the beginning is to separate the job of content creator from the job of a sales rep,” Baschieri said.

 

Like Google AdSense, Spreaker finds the best match between creators’ content and advertisers. It takes the ad-related administrative headaches off creators’ plates so they can focus on making content and growing their audiences.

 

Playground xyz研究发现,根据关注时间进行测量和优化时,数字广告的碳排放量平均下降了63%

 

Playground xyz, the leading attention measurement and optimization company, released a study today leveraging Scope3 data that found carbon emissions from digital ad campaigns can be reduced by 63 per cent when campaigns are optimised for Attention Time.

 

The study examined 45m ad impressions and found the average digital ad campaign releases 5.4 tons of carbon into the atmosphere, 35 per cent more than what the average person emits in a year. But by removing advertising from domains where Attention Time is below 0.5 seconds, the study showed total emissions fell on average by 63 per cent, while the average Attention Time per impression grew by nearly 40 per cent.

 

Playground xyz data suggests that approximately 40 percent of online ads are not viewed, despite being presented on the screen. This contributes to poorer brand outcomes and large amounts of unnecessary emissions. Recent research conducted by Scope3 revealed that approximately 15.3 per cent of advertising spend is wasted on inventory that delivers no value at all for advertisers while generating excessive amounts of CO2 emissions.

 

The study also looked at how advertisers can reduce their carbon footprint by avoiding websites with the highest carbon emissions. It found that by removing the top 20 per cent most-polluting web domains from ad campaigns, advertisers could reduce emissions by almost 60 per cent.

整理自互联网

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