Morketing每日监测5.16:迪士尼全面控股流媒体Hulu;B站Q1广告收入同比增长60%;腾讯网络广告业Q1收入133.77亿元
日报

Morketing每日监测5.16:迪士尼全面控股流媒体Hulu;B站Q1广告收入同比增长60%;腾讯网络广告业Q1收入133.77亿元

【摘要】Morketing每日监测

1、迪士尼宣布全面控股流媒体巨头Hulu

 

美国传媒巨头康卡斯特(Comcast)于同意将旗下流媒体视频网站Hulu的全面运营控制权出售给迪士尼(Disney)。后者表示,至少在五年内不会出售这一业务。

 

这项交易标志着流媒体视频在过去几年发生了重大的变化。Hulu曾一度是多家媒体巨头的合资企业,其中包括:迪斯尼、21世纪福克斯、康卡斯特旗下的NBC环球娱乐和AT&T。迪士尼、福克斯和康卡斯特各自持有Hulu 30%的股份,另外还有AT&T大约10%的股份。

 

2、2019年端午奇幻大片上线!

 

距离上一个小长假结束已有一个星期多,而下一个小长假就在不远处。这不还没到端午节,五芳斋就火速出手推出一支关于粽子的奇幻大片。

 

 

3、找来30位世界级艺术家助阵,堪称GUCCI史上最另类广告

 

GUCCI又有新的跨界尝试了!这可能是有史以来最另类的眼镜系列广告。

 

GUCCI与Spotify音乐平台合作推出项目#GucciGig (大意:GUCCI表演现场),灵感来自演唱会和音乐节进行中的后台。主推GUCCI的各类眼镜的同时,让来自世界各地的12位音乐人和各种艺术家、插画家、摄影师和平面设计师,一起合作呈现他们的现场表演。部分广告大片如下:

 


 Gucci1.jpg

Gucci2.jpg

Gucci3.jpg

4、B站Q1总营收达13.73亿元,月活首次破亿,广告收入同比增长60%

 

近日,视频网站Bilibili公布了其2019年第一季度未经审核的财务报告。财报显示,B站第一季度净收入总额达到13.73亿元人民币(2.04亿美元),比2018年同期增长58%。净亏损为1.95亿元人民币(2920万美元),净亏损率为14%。

 

第一季度,B站月均活跃用户首次破亿,达到1.01亿;其中移动端月活用户为8860万,分别同比增长31%和39%。与此同时,随着商业化策略的稳步推进,用户付费潜力得到进一步挖掘,月均付费用户数同比增长超一倍,达到570万。

 

5、腾讯:网络广告业务一季度收入133.77亿元,同比增长25%

 

腾讯在财报中表示,网络广告业务2019年第一季度的收入同比增长25%至人民币133.77亿元。社交及其他广告收入增长34%至人民币98.98亿元,主要由于来自微信朋友圈、小程序及QQ看点的广告收入增长。媒体广告收入增长5%至人民币34.79亿元,主要反映腾讯新闻服务中广告的贡献增加。

 

6、谷歌将在App中上推出新广告,以吸引购物者

 

谷歌周二宣布扩大其广告位资产,以增加来自移动购物者的广告收入。它将在其全球智能手机应用软件的主页上投放广告,在谷歌地图上显示更多广告,并在搜索结果中放置带有图片的广告。谷歌负责旅游和购物工程副总裁奥利弗·赫克曼表示,该公司希望让用户更容易发现和购买新产品,因为他们在商店购物时会看电视或坐在浴室里。

 

7、阿里巴巴第四财季营收934.98亿元,高于市场预期

 

阿里巴巴集团发布的2019财年第四季度财报及2019财年业绩显示,阿里第四财季营收934.98亿元,同比增长51%,市场预期917.43亿元;非美国通用会计准则下净利润200.56亿元,同比增长42%,市场预期为161.99亿元。另外,阿里巴巴2019财年收入3768.44亿元。

 

8、Socialbakers:2019年意见领袖营销趋势报告

 

Socialbakers发布了新报告“2019年意见领袖营销趋势”。2018年,手表品牌丹尼尔·惠灵顿(Daniel Wellington)在Instagram上是被提及次数最多的品牌,有7200名意见领袖引用了2万多次。

 

社交优先战略”丹尼尔·惠灵顿最初将折扣代码或免费手表发送给一部分有影响力的Instagrammer,即有2,000至10,000名追随者的意见领袖。除了鼓励意见领袖在自己的渠道上宣传该品牌之外,丹尼尔·惠灵顿(Daniel Wellington)的策略还包括重新发布品牌内容。该品牌还积极鼓励用户生成内容,创建DWpicoftheday竞赛,让粉丝和未被发现的意见领袖进一步参与。

 

9、迪士尼或将召集全球媒介大比稿

 

在完成对21世纪福克斯的收购之后,迪士尼公司(Disney)或将准备召集全球媒介业务比稿。就在几周前,迪士尼刚刚完成713亿美元收购21世纪福克斯旗下的娱乐产业资产。这家媒体巨头将就此次比稿进行闭门谈判,据悉,至少包括浩腾媒体(OMD)、凯络媒体(Carat)和传立媒体(Mindshare),获邀参加此次大比稿。


据信,市场咨询公司MediaLink在整个比稿过程中都担任比稿顾问。此次比稿预计将在未来几周内启动,并于2019年底结束。

 

10、Xandr推出出版商网络Community,允许广告主使用Xandr数据定向其他出版商

 

AT&T’s ad unit Xandr on Tuesday unveiled a publisher network called Community, which lets advertisers use Xandr data on video inventory across WarnerMedia’s O&O properties as well as a selection of outside publishers.

 

The WarnerMedia properties include WarnerMedia-owned CNN, TNT, TBS, truTV, B/R Live, Otter Media and Warner Brothers, and the video partner publishers include VICE, Hearst, Newsy, Philo, Tubi and Xumo. The inventory is available across channels: linear, desktop, mobile and OTT apps.

 

11、Facebook将推出“清楚用户历史记录”功能,但此举影响了定向广告

 

Facebook says it’s finally going to start rolling out its long-overdue Clear History feature “in the coming months.”That activation means Facebook will have less access to certain forms of targeting data.


On Tuesday, Facebook warned advertisers that the tool, which will eventually give people the ability to see and delete the data that third-party sites and apps share about them with Facebook, could impact targeting on Facebook properties.

 

12、Google为增加同亚马逊的竞争筹码,推出几款新的广告格式

 

Google is adding new promotional formats to online search, YouTube and its increasingly popular Discover service. The features, unveiled at a conference on Tuesday, could ease investor concern that the internet giant is running out of new places to run ads.

 

Alphabet Inc.’s Google dominates online advertising, raking in $116 billion in sales last year. But an unusual slowdown last quarter dented its stock. Some of the worry is that Amazon.com Inc. and Facebook Inc.’s Instagram service are becoming the go-to spots for marketers hunting for online shoppers.

 

13、品牌如何通过数据打压广告欺诈?

 

Despite continued focus and effort by the digital advertising community, fraud continues to plague advertisers and technology platforms. It’s an ever-evolving and costly problem that is set to rob advertisers of $44 billion globally by 2020.  While digital marketers are well aware of bad actors conspiring to steal their media budgets, the average consumer remains largely unaware of the threat.

 

14、Marketo推出Email 2.0,进一步同Adobe云集成,允许营销人员访问创意云工具


For digital marketers involved in their organizations’ e-commerce efforts, chances are you are using sales channels like Amazon and Google. For those of you currently using Adobe Commerce Cloud (formerly Magento Commerce), omnichannel sales — and all the digital marketing collaboration that goes into it — might become easier to manage, thanks to new integration capabilities supporting Adobe Experience Manager and Adobe Analytics.

 

15、B2B营销人员如何测量内容营销ROI?

 

Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.

 

We estimate that nearly nine in 10 US B2B marketers will use digital content marketing this year. But a study by the Content Marketing Institute, MarketingProfs and SEO platform Conductor found that only 49% of B2B marketers in North America measure their content marketing ROI.

 

16、消费者容易被哪种类型的个性化内容吸引?

 

Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.

 

According to a March 2019 survey from Evergage, 86% of US business-to-consumer (B2C) companies said delivering a better customer experience drives personalization. Sixty-one percent cited generating measurable lift/return on investment (ROI), and 58% said increasing loyalty is what fuels their personalization efforts. To meet these goals, marketers need to pay attention to what consumers actually want.

 

17、广告技术供应商纷纷布局自动化电视广告购买领域

 

eMarketer predict that US advertisers will spend $70.83 billion on TV this year. While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

 

“Advanced TV inventory is a confusing, convoluted landscape and marketers are looking for partners that can help navigate the space,” said Sarah Scherer, product marketing manager at programmatic agency Goodway Group. “If a demand-side platform [DSP] doesn’t have a solution, they will likely lose.”

 

18、必胜客转型in-house,利用消费者体验团队处理第一方数据

 

Pizza Hut is using its internal customer experience team to make the most of its first-party data.The company has spent the last 18 months building a team of marketers who can use the data gleaned from people visiting its sites to create services like chatbots as well as find new audience segments to target.

 

Since it launched, the “Pizza Hut Digital Ventures” team has grown to 47 people, per LinkedIn, with the majority of those roles based in the U.K. The bulk of the roles are split across user experience, data analytics, design and computer programming, though there are some of the team who specialize in performance marketing across social media, search and email roles that were previously provided by its agencies.

 

19、为什么说零售行业的未来在移动端?

 

With 65 percent of all e-commerce driven by mobile — and 70 percent of consumers preferring to speak with brands via mobile messaging — it’s clear that the future of e-commerce marketing will be driven by mobile innovation.

 

But despite obvious performance declines and major technology limitations, marketers continue to rely on desktop-first channels like email and display over mobile-native channels like SMS and Messenger.

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