Morketing每日监测5.9:美国数字广告营收破千亿;Gucci推出口红广告;瑞幸咖啡合作饿了么
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Morketing每日监测5.9:美国数字广告营收破千亿;Gucci推出口红广告;瑞幸咖啡合作饿了么

【摘要】Morketing每日监测

1、流媒体大行其道,宝洁希望通过广告片来“重塑”品牌影响力

 

宝洁(P&G)首席品牌官Marc Pritchard发言称,作为全球最大的广告主,宝洁具有独一无二的“重塑”广告业的能力。他认为将视频短片与营销理念结合成引人入胜的广告内容是一个制胜法宝。

 

“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。

 

2、母亲节,宝洁让爸爸过了一把当妈的瘾

 

都说妈妈是家里的一把手,家里大事小事只要有妈妈在统统可以搞定,我们遇到问题第一时间想到的肯定叫妈妈,对爸爸总是简单一句话:爸我妈呢?宝洁今天发布了一支母亲节广告,让父母互换身份,让爸爸体验一天做妈妈的感受,手忙脚乱面对孩子们和家务不知所措爸爸在经历一天“妈妈”身份之后精疲力尽,原来妈妈看似普通的生活却如此不普通,呼吁人们让爱不止在母亲节,应该在平时的每一天。

 

3、Gucci的最新口红海报,看不懂看不懂

 

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。

 

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4、纽约大都会艺术博物馆入驻天猫

 

日前,纽约大都会艺术博物馆入驻天猫,并首发了50多件新品。将大都会艺术博物馆引入天猫的品源文华市场总监江蕾表示,这是大都会艺术博物馆在中国开出的首家线上店铺。据其介绍,大都会艺术博物馆天猫店首批上架的新品,包括以树叶遮羞的裸男大卫的围裙、拉斐尔前派艺术家罗塞蒂名画《莉莉丝夫人》丝巾,以及Tiffany工作室出品的琉璃首饰等。

 

5、企业微信与天虹合作升级数字化零售方案

 

天虹、企业微信、微信支付共同举办了百货数字化解决方案大会。通过企业微信,天虹百货得以与品牌方一起打通后台,将旗下1800万名会员用户的数据导入。品牌商导购可以用企业微信添加顾客微信,直接将线下流量导入,扩大流量池。顾客还可以通过扫码成为天虹百货和品牌的会员,流量为天虹与品牌方共享。除了企业微信之外,微信支付也会在这套方案中提供自身的技术支持。

 

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。

 

7、美国数字广告收入去年首超1000亿美元

 

受美国互动广告局委托、由会计师事务所普华永道交的最新报告显示,2018年美国数字广告收入达到1075亿美元,首次超过1000亿美元大关,比2017年全年的883亿美元高出21.8%。2018年电视广告和电台广告分别增长1.4%和1%,报纸广告和杂志广告收入同比下降6.9%和2.1%。

 

8、瑞幸咖啡寻求与饿了么合作,补充外卖配送服务能力

 

瑞幸咖啡近日正在向饿了么及其它配送供应商寻求合作,以补充外卖配送服务能力。瑞幸与饿了么均对此不予置评。一名投资圈人士称,顺丰为瑞幸的配送服务每单收取10元左右。而接近美团人士表示,因为测试数据不太理想,此前美团与瑞幸的配送合作测试店已经暂停。

 

9、Chrome浏览器升级:增强用户隐私控制

 

谷歌今天围绕其Chrome浏览器推出了升级,从长远来看,这将对Chrome处理cookie(以小文本文件存储的信息)的方式带来重大改变,并增强其用户在网络上的隐私控制。通过这一举措,谷歌将使cookie变得更加私密,并在其浏览器中添加新的反指纹技术。

 

10、Google广告增速为什么放缓了?

 

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.

 

11、Google、Amazon、Facebook广告业务增速放缓,Twitter增势迅猛

 

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.”

 

12、2019年美国视频广告在原创内容和程序化购买的推动下,广告预算将达到1800万美元

 

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.

 

13、亚马逊增长的广告营收来自于哪里?

 

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.

 

14、Xaxis CEO:数据隐私问题阻挠了广告主实行in-house策略

 

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.


16、加州隐私条例对营销人员意味什么?


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.


17、监管的严格和广告行业对数据质量要求的提升,导致位置数据领域发生巨变


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.


18、Alphonso和PlaceIQ合作旨在打通线下访问和电视曝光数据


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.

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