Morketing每日监测5.23:WPP砍掉旗下第十大道;阿里妈妈推出全域跨屏营销战略;Hulu推出无电视广告服务
日报

Morketing每日监测5.23:WPP砍掉旗下第十大道;阿里妈妈推出全域跨屏营销战略;Hulu推出无电视广告服务

【摘要】Morketing每日监测

1、WPP再度调整,砍掉“第十大道”

 

WPP已经在近期关掉子集团第十大道(Tenthavenue),后者于2011年正式启动,在全球28个国家/市场拥有60家分支机构。

 

关掉之后,第十大道旗下的品牌还将继续运营。其中,最知名的户外媒介代理厂牌凯帝珂(Kinetic)将重新归入群邑集团(GroupM)麾下。

 

2、凯度美妆市场趋势报告:中国美妆市场增长势头强劲

 

5月21日, 凯度消费者指数发布了最新的美妆市场趋势报告。报告指出中国美妆市场增长势头强劲,护肤品类和彩妆品类销售额分别增长了13% 和17%,远高于快速消费品总体增速。

 

与此同时,凯度消费者指数也以消费者触及数(CRP)为指标,发布了2019年中国美妆品牌足迹排行。该榜单通过测量购买各个品牌的消费者人数和购买频次,真实揭示了赢得中国消费者最多的选择,以及增长最快的护肤和彩妆品牌,反映了中国美妆市场真实的购买情况。了解表现优秀的品牌可以帮助品牌方对消费者的选择有更清晰的认识,有助挖掘更多的市场机会。

 

3、京东618来了!火箭少女101蓄力计划开启

 

昨日,召开 618 全球品牌峰会,宣布今年的 618 全球年中购物节将有 90% 的核心品牌会发布数百万新品,并且将联合百万线下门店共同参与狂欢。同时,京东今日正式宣布火箭少女 101 为京东 618 活力代言,除了发布主题广告主题曲外还推出「618 火箭蓄力计划」,带来火箭少女的主题皮肤和独家视频等等,与消费者一同解锁 618 新成就。

 


京东618.jpg 


4、业界首个全屏营销解决方案来了,阿里妈妈发布全域跨屏营销战略

 

5月21日,在iDigital峰会上,阿里妈妈营销客户中心总经理张旻翚做了《千人千屏,千面千愿》的主题演讲,并正式发布了阿里妈妈全域跨屏营销战略。

 

全域跨屏营销战略,指的是在碎片化、个性化的多屏时代,阿里妈妈将用户的个人屏、家庭屏、公众屏进行联动,极大地实现数字化覆盖,并通过数据技术的赋能,实现跨屏信息整合和回流。这与全域营销及阿里妈妈的核心竞争力一脉相承:以消费者为中心,数字化管理品牌与消费者关系,实现可视化、可优化、可量化。

 

5、腾讯应用宝即将发布8.0版本,聚焦内容、福利、工具

 

在2019腾讯全球数字生态大会的应用生态专场上,腾讯应用宝宣布全新8.0版本即将发布,新版本将聚焦内容、福利、工具,撬动PCG应用分发中台150亿流量,引领“数字分发”。论坛现场还发布了基于应用宝大数据的《腾讯数字生活报告》,另外。腾讯宣布应用宝将推出“惠聚计划”,平台将提供30亿资金投入和100亿流量支持,帮助开发者发掘流量洼地。

 

6、腾讯:将发力短视频和加强内容中台建设

 

腾讯公司副总裁林松涛表示,数字内容消费正在呈现三个趋势,一是用户在内容消费的同时越来越注重自我的表达;二是社交成为数字内容的重要载体;三是越来越多的消费者成为生产者。基于上述趋势,腾讯宣布将全面升级内容生态,发力短视频和加强内容中台建设。

 

7、英国经典品牌Mulberry正式登陆京东

 

英国经典品牌Mulberry正式登陆京东。同步上线的还有其Mulberry 2019秋冬系列。该品牌是继Moschino、Sandro、Maje、Rebecca Minkoff、天梭和梅花后,第10个入驻京东的奢侈品品牌

 

8、QQ小程序正在进行灰度测试,将于6月正式上线

 

在腾讯全球生态大会上,腾讯公司社交平台产品部产品总监、QQ产品负责人张浩表示,“QQ小程序正在进行灰度测试,没有意外的话,将于6月份正式上线。”正式上线后,QQ也将成为继微信、支付宝、百度、今日头条、淘宝、抖音后,第7个具有小程序能力的App。

 

9、GDPR生效一年后,广告技术领域罚款增多

 

Complacency is a dangerous mistress. But it’s a trap many companies are in danger of falling into when it comes to the General Data Protection Regulation, according to advertising sources.

 

The temptation to do as little as possible, so as to maintain ad revenues, is high. And with no seriously worrying fines levied yet at businesses, several publishers that had taken a strict approach to consent, have started to loosen their terms in order not to feel punished by falling ad revenues while their rivals flourish.

 

10、Roku推出新的OTT计划工具,帮助广告主提升ROI

 

Roku has spent the past few years showing advertisers the incremental reach they can gain by buying over-the-top TV (OTT).

 

On Wednesday, the smart TV operating system launched Activation Insights, an OTT planning tool that helps buyers plan OTT buys by understanding how much budget to shift from linear TV to maximize returns.

 

11、Hulu推出无电视广告服务

 

Hulu took an important step earlier this month when it started running a commercial featuring “the Old Spice guy” – a Procter & Gamble icon – pitching Hulu’s ad-free subscription offer. That may seem like less of a first step than a cheeky way of selling ad-free TV with a TV ad, but Hulu had never promoted its ad-free option. Hulu initially didn’t want its audience skewing too heavily to ad-free subscriptions because it “needed the economics associated with a dual revenue stream in subscription and ad revenue,”

 

12、围墙花园如何吃掉程序化广告市场?

 

Beyond the money they mint with their owned-and-operated inventory, Google, Facebook and Amazon are, each in their own way, bidding into nearly every programmatic auction that takes place across the open internet.

 

Although programmatic is growing year over year, independent ad tech players are increasingly fighting over the remaining crumbs while the walled gardens cut themselves larger slices.

 

13、MoPub为出版商提供了曝光级别的营收数据,帮助优化用户获取活动绩效

 

MoPub, the Twitter-owned mobile ad exchange, announced Tuesday it is making impression-level revenue data available to publishers and has partnered with seven third-party attribution platforms to deliver the data. The platforms include Adjust, Appsflyer, Branch, Kochava, Singular, SOOMLA and Tenjin.

 

The impression-level revenue data will be delivered in real-time once an ad impression is triggered and will include a variety of data fields, such as the demand source, ad placement, currency and country information.

 

14、Dun & Bradstreet报告:如何更好的理解2019年B2B领域的数据营销

 

It’s hardly a secret that marketing executives of all types are using more data. Data is more powerful than ever, driving decision-making and informing strategy.

 

For the third consecutive year, Dun & Bradstreet has partnered with Adweek to gain a deeper understanding of how B2B brands are approaching data-driven marketing. From its impact on ABM to programmatic, the 2019 Marketing & Advertising Outlook shines a light on today’s biggest challenges. Read this report to find out.


15、爱尔兰数据保护委员会针对Google违反GDPR条例展开调查


On Wednesday, Ireland’s Data Protection Commission (DPC) opened a formal investigation into whether Google’s ad-exchange data-processing practices violate the General Data Protection Regulation (GDPR).

GDPR celebrates its first birthday on May 25.

A complaint filed in September 2018 with regulators in Ireland and the United Kingdom triggered the probe. It argued that RTB is analogous to a systematic data breach: Consumers usually have no idea – let alone give consent – that nearly every time they visit a website, their personal browsing history is tied to a unique identifier used for behaviorally targeted advertising.

The complaint, filed by Johnny Ryan, chief policy officer at web browser Brave, and two other privacy advocates, called out the IAB Tech Lab, which sets the industry standards for targeting; ad tech vendors in general; and Google in particular for its role in facilitating the programmatic ecosystem.


16、Comcast技术解决方案测试自助平台,可将媒介计划同创意共工作流程自动化和整合有线电视和数字广告管理业务


On Wednesday, Comcast Technology Solutions (CTS), a division of Comcast Cable, rolled out the beta version of a self-serve platform that automates the complex process of connecting a media plan to the creative workflow and also unifies linear and digital ad management.


The CTS ad suite ingests an advertiser’s media buy – which could include hundreds or even thousands of line instructions – and all of the associated creative assets, including ad versions. The media buy is automatically matched with the proper assets and the ads get sent off where they need to go across TV, radio and digital video platforms. There’s also cross-channel reporting available once the ads are delivered.


17、IPG宣布 Pete Stein 将出任全球CEO


Interpublic's Huge has named Pete Stein as global chief executive officer to replace Michael Koziol, who joined the agency last March. Huge said Koziol will be leaving to focus on private equity ventures in retail, e-commerce and media and entertainment.

Stein's appointment is effective immediately. He most recently was general manager of Fullscreen, a digital video company that manages a network of creators' channels across social platforms like YouTube, Facebook and Snapchat. He is credited with doubling the size of that business, increasing shareholder value and ultimately leading Fullscreen to be acquired by AT&T in 2018.


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