澳洲超商Myers2024圣诞节广告 做个调皮孩子也可以

今年，澳大利亚的零售巨头Myers在圣诞广告中摒弃了传统的温馨风格，转而强调即便是那些爱捣蛋的人也有享受圣诞快乐的权利。这一反传统的手法突显了Myers作为理想礼品购物地的独特魅力。这支圣诞广告由广告代理商BBDO操刀，以一个名为Humbug的调皮生物为主角，通过一系列幽默且充满顽皮的举动来传递圣诞节的真正精神。

四、趋势洞察

第三季度东南亚智能手机市场增长15%，OPPO首次领跑

Canalys研报指出，第三季度，东南亚智能手机市场同比增长15%，达到2500万台。OPPO以510万部的出货量和21%的市场份额领跑东南亚智能手机市场，这主要得益于其重塑入门级机型A3x和A3。三星紧随其后，市场份额为16%。传音位居第三，出货量达400万台，市场份额为16%。得益于红米14C和A3等高性价比机型的强劲增长，小米位列第四，市场份额为15%，出货量为390万台。前五名中，vivo的出货量为260万部，市场份额为10%。

天猫：双11期间1100个天猫3C数码品牌成交翻倍

据天猫官方消息，截至11月11日零时，包括苹果、小米、华为、OPPO、索尼、富士、大疆、任天堂、小天才、拓竹等在内的34个3C数码品牌，在双11购物节期间的销售额突破了亿元大关。超过1100个品牌，如vivo、iQOO、机械革命、影石等，实现了与去年同期相比翻倍的销售业绩。特别值得一提的是，vivo手机的销售额同比去年双11增长了190%，而大疆品牌的销售额同比增长超过了100%。

唯品会：公布双11战报，女士夹克销量同比增长72%

根据唯品会11.11特卖狂欢节的数据，秋冬服饰在双11期间依然占据主导地位，其中女士针织衫、女士外套、女士羽绒服等品类在服饰消费中名列前茅。具体来看，女士夹克的销量同比去年增长了72%，而女士棉衣和女士羊毛衫的销量同比增幅均超过50%。男士外套的销量也实现了超过30%的同比增长。

得益于政府的以旧换新补贴与双11的折扣优惠，家电产品的销量同样表现出色。空气净化器的销量同比增长了两倍，扫地机器人的销量同比增长了151%，投影仪的销量同比增长了94%，咖啡机和破壁机等产品的销量也实现了超过30%的增长，笔记本电脑的销量同比增长了25%。

秋冬季也是运动和户外活动的高峰期，相关产品的销量同样喜人。防晒衣的销量同比增长了167%，冲锋衣和运动羽绒服的销量同比增长超过30%，网球拍的销量同比增长了31%，网球裙的销量更是翻了一番。

在国货品牌方面，双11期间它们依旧受到消费者的热烈追捧。在唯品会销量前十的品牌中，有七个是国货品牌。

五、全球营销

AppLovin 迎合商业媒体趋势；初步通过市场考验

Seemingly everyone is making a push into retail media nowadays. But most don’t have enough data and inventory to make it work, like Google and Meta do. TikTok, Snap, Pinterest, Walmart and other huge media and data companies are sub-scale by the standards of achieving consistent, powerful online ROI.

AppLovin might be the next breakout, though. The mobile gaming ad platform began piloting an ecommerce advertising solution earlier this year and had seriously optimistic reports during its quarterly earnings Wednesday.

Ecommerce is a whole new category for AppLovin, and it’ll take time to reach 10% or total platform revenue even after its general launch, said CEO Adam Foroughi. Right now, for instance, there is no seasonality to AppLovin’s results, he said. When the ecommerce business has scaled, AppLovin will reflect seasonal ecommerce patterns.

But the early results are motivating.

ChatGPT的索引使微软必应索引的重要性加强

Microsoft Bing has a new claim to relevance.

But, seriously, ChatGPT made Bing “something SEO managers need to examine in ways they probably never have,” according to a Search Engine Land story.

On Halloween, ChatGPT announced its web search engine – called ChatGPT Search – which uses Bing’s index. Microsoft and OpenAI, the ChatGPT parent company, have a deeply entangled relationship.

The sky isn’t falling for SEOs who have been remiss with Bing. But it can’t be written off, either.

ChatGPT Search does have its own algorithm, but it doesn’t care about Bing’s ranking of your site. So if you’ve been negligent with Bing and aren’t indexed there, ChatGPT could miss your content altogether and not have the chance to apply its own algorithm.

The updates aren’t difficult for an SEO pro. As long as you remember your Bing Webmaster Tools password.

派拉蒙的CTV部门连续两个季度实现了盈利

The big trend in Q3 earnings this year was streaming growth, and Paramount was no exception.

In a recent call with investors on Friday morning, Co-CEO Chris McCarthy pointed to the success of Paramount’s DTC business as “reinforcing our position as the number four global streaming service.”

DTC revenue came out to $1.8 billion, of which advertising was $507 million – $77 million more than this time last year, at a high growth rate of 18% year-over-year.

Advertising revenue declined 2% YOY to $1.6 billion total. TV media revenue, which includes advertising, licensing, affiliate and subscriptions, decreased 6% YOY to $4.3 billion.

Overall, advertising revenue made up just over a quarter (27%) of Paramount’s DTC revenue and about 38% of its TV media revenue this past quarter.

Paramount also earned $6.7 billion in revenue for Q3 overall, a slight decrease of 6% compared to this time last year.