“现如今广告业需要进行多方位的改革，所以我们正在寻找不同类型的创意合作伙伴来进行广告片创作。”Marc Pritchard表示。Queen Collective是宝洁的最新项目，是Tribeca Studios和美国女星奎恩•拉提法拍摄的品牌纪录片系列，聚焦于电影制作领域的不同女性。经过深思熟虑之后，宝洁最终选择在Hulu上播放两段不到20分钟的视频，因为Marc Pritchard看到更多的营销预算流向了流媒体服务平台。
时隔数年，Gucci再次发力美妆市场，推出最新口红系列，并以“Be Bold. Be Bright. Be Beautiful”为主题，释出主题海报和宣传视频。
6、星巴克跨界，推出S'mores Sip Kit唇彩系列
日前，星巴克官方宣布，为了庆祝经典单品“S'mores星冰乐”的回归，将会为数名幸运粉丝送出品牌专属“S'mores Sip Kit”星冰乐唇彩系列。该系列内部包含四款以星巴克经典口味单品命名的唇彩：Chocolicious Bliss、 Marshmallow Glow、 Graham Glam 以及 Campfire Spark。
Google surprised investors on its quarterly earnings last week when it reported roughly $1 billion less revenue than expected and a significant deceleration of its advertising growth rate.
On the one hand, Google is still immensely profitable and its business is so large that a smaller growth rate is still huge. Google’s raw ad revenue growth exceeded the combined advertising growth for Facebook and Amazon, its two closest rivals, even though their growth rates were higher.
Google, Amazon and Facebook have been hammered recently over revenue deceleration. But Twitter’s ad revenue is still trending up since its turnaround efforts began two years ago. Twitter is still a “strongly considered second tier” for most advertisers, Kieley Taylor, GroupM’s global head of social, tells The Information. In contrast to Facebook, which has built its programmatic business on the backs of millions of advertisers, Twitter has grown by solidifying its relationships with relatively large brands, according to Twitter CRO Matthew Derella: the type that spend on TV. “We were certainly guilty of trying to be everything to everybody, trying to compete in every single area of the digital and broader advertising ecosystem,” he says. Now Twitter focuses “on the things that we’re really good at.”
Digital video ad spend continues to climb, with U.S. investment in video ads expected to reach $18 million in 2019, up from $14.2 in 2018, according to a new report from the Interactive Advertising Bureau (IAB). Research indicated that more than half of digital video ad spend will be driven by video ads featuring original content. And what’s more: eMarketer anticipates programmatic video ad spend to reach $29.24 billion this year, accounting for 49.2% of all US programmatic digital display ad spending.
Amazon’s US digital ad revenues will grow 53% in 2019, as it continues to steal share from the Facebook-Google duopoly. That will amount to $3.92 billion in incremental US ad revenues this year, or 82% of Amazon’s worldwide total. And nearly half (43.9%) will come from mobile ad spending.
For years, bigger data was better data. The more data marketers had on their audiences, the better they assumed their segmentation, targeting and personalization efforts would be.
But with consumer data privacy concerns heating up, and the California Consumer Privacy Act (CCPA) on its way, a new era for advertising is dawning.
15、对于Facebook F8和Google I/0大会，品牌需要了解些什么？
Spring in Silicon Valley: the smell of sunscreen in the breeze, muted greens blossom into vibrant, lush lawns and two of the biggest tech giants’ chief executives stand on stages trying to crack jokes.
Sundar Pichai at Google concentrated his comedic efforts on the Barcelona/Liverpool game, while Mark Zuckerberg at Facebook rather more nervously touched on the company’s PR struggle in the privacy department.
The California Consumer Privacy Act is regulation in flux.A flurry of amendments to the law are now wending their way through the California State Assembly that would, if passed, either clarify certain aspects of the law or defang it – depending on whom you ask.
“It’s all part of the philosophical debate between the industry and privacy advocates,” said Gary Kibel, a partner at Davis & Gilbert.
Some of the bills have already advanced through the California Assembly Appropriations Committee, which means they could soon be on their way to a Senate vote, while others are still pending the committee’s approval.
The location data industry is poised for vast changes over the next year and decade. Increasing privacy regulation and better understanding of data quality are indicative of the shift to come – one that’s eerily similar to what happened during the subprime mortgage crisis of 2008.
Almost every industry player is going to feel the pinch; some will go under, and many others will spend years trying to get their feet back under them. Those who saw the crisis on the horizon and began pivoting early will not only be best positioned to rebound, but also gain a competitive advantage while others are wringing their hands and wondering what happened.
Stop me if you’ve heard this one: A man walks into a bar after seeing a TV ad … but there’s no way for the advertiser to prove it ever happened.On Tuesday, TV data company Alphonso inked a partnership with PlaceIQ to use the latter’s location data as a bridge between sitting on the sofa and walking through the door.
Linking TV exposure to visitation is a perennial challenge for advertisers and now, increasingly, for networks, which are starting to sell campaigns based on outcome guarantees, said Raghu Kodige, Alphonso’s chief product officer and co-founder.