Morketing每日监测6.12:2019年广告主在网络视频上支出近1800万美元;微视可发30秒视频到朋友圈;小红书内测直播;抖音和今日头条相继“换帅”;
日报

Morketing每日监测6.12:2019年广告主在网络视频上支出近1800万美元;微视可发30秒视频到朋友圈;小红书内测直播;抖音和今日头条相继“换帅”;

【摘要】每日营销资讯

1、小红书回应内测直播:是面向内容创作者推出的实时互动工具

 

据自媒体“短视频工场”消息,小红书已经在内测直播功能,并定向邀请部分达人参与体验。对此,小红书方面回应称:“小红书直播”目前仍在测试期,是小红书面向内容创作者推出的实时深度互动工具,让用户在看到有价值的生活方式类信息同时,和博主进行面对面、实时、连续的深度互动。这是小红书继续为社区用户创造价值所提供的一种方式。

 

2、IAB:2019年视频广告支出报告

 

IAB发布了“2019年视频广告支出报告”。网络视频广告支出继续加速,广告客户预计2019年的平均支出为1800万美元,比去年增长近25%。

 

广告客户计划2019年在网络视频上平均支出近1800万美元,高于2018年的1400万美元。近3/4的买家计划在未来12个月内增加其网络视频广告支出。广告客户在网络视频上的支出将比去年增加25%。近2/3的网络营销预算用于视频,移动和PC视频广告平均分配。


3、微视可发30秒视频到朋友圈


腾讯旗下社交短视频产品微视可以发30秒视频到朋友圈,该功能目前还处于内测阶段。用户打开微视后,可以在拍摄界面右下角看到“朋友圈30秒资格”的字样,点击后通过观看一段视频来获得内测资格。这是时隔半年后,微信再次为微视开放流量和用户资源。


4、2019互联网女皇报告:互联网人口红利持续衰减,中国短视频崛起



有“互联网女皇”之称的玛丽·米克尔发布了2019年的互联网趋势报告。报告显示,全球互联网用户增长为6%,2017年的数据为7%;全球新智能手机出货量下降4%,而2017年为0;截止6月7日,全球市值前30大互联网公司榜单中,美国18家,中国7家;从2017年4月到2019年4月,中国短视频App日均使用时长从不到1亿小时,增长到了6亿小时。

 

5、亚马逊中国:未来将集中资源发力海外购业务

 

亚马逊海外购上线将满五周年,亚马逊中国今日宣布,亚马逊海外购选品总量突破2000万,并将从选品、物流、体验和优惠等方面进行全面升级。亚马逊中国副总裁顾凡表示,未来亚马逊中国将集中资源发力跨境网购。


6、腾讯任宇昕:看好视频业务前景,将持续加大投入

 

腾讯集团首席运营官任宇昕在腾讯视频年度发布会上表示,虽然存在挑战,但腾讯对视频业务的前景依然保持乐观,并且会持续加大投入。任宇昕认为,长短视频聚合的潜能,用户付费意愿提升带来的新机会,跨内容领域的生态联动产生的新价值,以及空间广阔的国际市场,都是视频行业未来的机遇点。

 

7、阅文集团与传音控股达成战略合作,进入非洲市场

 

阅文集团今日宣布与传音控股达成战略合作,将共同开拓及发展非洲在线阅读市场。 根据IDC统计数据,2018年传音旗下各品牌手机在非洲的市场总份额排名第一。非洲平台将首先推出阅文现有的近三万部英文作品,并将陆续上线其他当地语言版本以及本地原创的内容。此外,在线阅读App将预装在传音于非洲销售的全品牌手机上。

 

8、TikTok Travel旅行挑战在全球百余国家地区启动

 

近日,抖音海外版TikTok在超过100个国家和地区发起全球旅行挑战#TikTokTravel,挑战在6月7日于全球同步启动,并将持续到6月30日,内容创作者可以上传旅行相关视频并添加标签#TikTokTravel参与挑战。TikTok也为TikTok Travel开发了新的产品功能,提供了一个非常容易上手的旅行定制“照片模板”。

 

9、Sensor Tower:抖音及TikTok 5月应用内购收入创新高,同比增长500%

 

Sensor Tower商店情报数据显示,字节跳动旗下抖音及海外版TikTok应用内购收入继续保持强劲增长,5月全球总收入达到900万美元(不包括中国第三方安卓渠道)。这一数据较去年5月150万美元的应用内购收入提升500%,较今年4月740万美元环比增长22%。对比今年1月600万美元的抖币收入,5月增长了50%。


10、加拿大鹅计划在2020财年在中国再设立3家店

 

近日,加拿大鹅宣布,计划在2020财年在中国再设立3家门店。分析认为,加拿大鹅进入中国市场后,缓解了部分刚性需求,但由于与国外市场价格差距过大,还是有不少消费者选择代购等渠道购买,所以品牌方想加速扩展中国市场,寻求更大的利益空间。

 

11、传网易云音乐将与虾米合并,阿里:不会放弃音乐赛道

 

据新浪科技,有文章称,网易云音乐与虾米音乐合并在即,虾米方面表示,对传言不予置评,并称,阿里大文娱不会放弃音乐赛道。此外,网易云音乐回应36氪称,系不实传闻。此前有报道称,在腾讯音乐娱乐集团上市后,虾米音乐与网易云音乐的合并事宜被二度摆上谈判桌。音乐投资圈人士表示,价位可能在几千万人民币级别,“谈了两轮,具体有待推进。”

 

12、京东:全民拼购日15分钟下单量便突破100万

 

京东宣布,618前夕,全民拼购日开场仅15分钟,京东拼购下单量便突破100万;活动结束,京东拼购下单量较去年同期同比增长近45倍,共卖出2620万件商品。同一天,京东发布“厂直优品”计划,将在全国超过10万家制造型企业和国内消费者之间搭建高效率的零售体系。

 

13、印度社交电商“GlowRoad”获1150万美元B+轮融资

 

印度社交电商“GlowRoad”获得1150万美元B+轮融资,投资方为韩国投资伙伴(KIP,也是滴滴出行的投资方)、新加坡Vertex Ventures,资金将用于招聘和业务增长。“GlowRoad”成立于2017年6月,给B端供应商和卖家提供交易平台。

 

14、QuestMobile泛娱乐用户报告:用户规模超10亿

 

QuestMobile泛娱乐用户行为洞察报告数据显示,截止到2019年4月,泛娱乐用户规模达到10.86亿,月人均使用时长同比增长13.8%。短视频内容形式大众化,且内容获取门槛低;00后和90后成为泛娱乐用户的主要增量来源;泛娱乐用户内容圈层特征明显,且优质内容和KOL/明星将持续刺激泛娱乐用户的付费和持续消费。

 

15、微博发布《2018彩妆行业白皮书》,口红是最热单品

 

截至2018年,中国彩妆市场规模约占全球彩妆市场的50%,增速领跑全球。研究表明,社交媒体是消费者获取彩妆产品信息的重要渠道,能够帮助消费者更好地进行社交种草和购物决策。

 

作为一个基于兴趣关注的广场型社交媒体平台,微博上聚集着1.6亿的化妆品兴趣人群,彩妆年讨论量增长率达35%,是众多彩妆品牌营销的主战场。

 

16、抖音和今日头条相继“换帅”,字节跳动迎来一轮人事调整

 

据字节跳动内部人士消息,约在一个月前,Musical.ly负责人Alex(朱骏)正式成为抖音产品的负责人,向张楠汇报。而张楠是IES(互娱)部门的总负责人,统管着抖音、火山小视频、Faceu激萌等多个产品,同时她也是抖音总裁。同时,今日头条CEO陈林将不再直接负责该产品,朱文佳为新晋产品负责人,向陈林汇报。字节跳动对此表示不予置评。

 

17、微软推出新游戏订阅服务涵盖主机和PC:每月15美元

 

据The Verge报道,今年早些时候,微软首次推出了Xbox Game Pass Ultimate订阅服务,用户可以访问Xbox Live Gold和Xbox Game Pass游戏,它之前只是测试版。如今,微软通过大量增加PC游戏向所有人推出了这项服务,每月订阅费为14.99美元。该服务已可在微软网站上订阅。

 

18、资生堂企业宣传片,超越时空联结的日式美学

 

资生堂近日发布了一支新的企业宣传片——“Japanese Beauty Nothing Like It ”。整支广告片充满了日式美学精神。

 

 

19、宝洁刷屏民国风复古广告《降火茶馆》

 

盛夏将至,容易头油?茶馆老板“凉茶伟”专门为火气上头的你准备了几款降火良方......宝洁最近推出了这支民国风复古大片,依次上演了四个剧情反转的小故事,囊括武侠、谍战、恐怖、爱情多个题材,演绎夏日会遇到的头发困扰:头屑、扁塌、异味、出油。

 


20、即便面临外部挑战,Qualcomm继续推进5G营销

 

Qualcomm CMO Penny Baldwin has the unique challenge of marketing a behind-the-scenes brand.

 

While Qualcomm technology powers smart phones with wireless cellular technology, video streaming and mobile GPS, most people outside of the technology world may not even realize it exists.

 

“Qualcomm has been somewhat of a silent, invisible brand in the background,” Baldwin said.

 

Qualcomm, one of the key enablers of 5G technology, is trying to position itself around the future of cellular technology and open its brand up to working with new industries.

 

It now needs to reach a new audience of IoT device makers, driverless car manufacturers and smart city planners – new industries that incorporate 5G technology.

 

“5G promises to be more transformative than any previous cellular transition,” Baldwin said. “We’re going to have to shift our business model and marketing capacity to accommodate that world.”

 

21、DTC如何因为隐私问题在营销活动中难以取得成功

 

The commitment to data privacy took a big step a few weeks ago when Google announced changes to the Chrome browser by allowing consumers to track and restrict third-party cookies and cross-site tracking cookies. Developers who declare to Google that their cookie is cross-site will be able to use it for users that have not opted out.

 

That last point is a critical one, as it means that developers that work to establish good relationships with their customers will be the ones that succeed in this new world of tracking and utilization. It will increase the amount of higher quality data within the ecosystem, which will likely recalibrate to a few good and compliant companies.

 

22、截止2021年,广告主在儿童为主的广告中投入超10亿美元

 

Grabbing a kid’s attention isn’t the easiest thing, and because of that, advertisers are sinking more than $1 billion in ads to reach the pint-sized market.

 

That’s according to new research out today from PwC that projects the global market for child-friendly advertising will hit $1.7 billion by 2021.  The spend—which is largely driven by advertisers looking to hit an international audience of 130 million digitally-savvy children—is spread across desktop, mobile and tablet devices. Here, media buyers are snapping up inventory across video-on-demand (VOD) platforms like YouTube, search engines and social media. Aside from the sheer scale of the children using the net, the report highlights a need for major tech players to start taking kids seriously—at least from a market perspective.

 

23、亚马逊为了更好的了解竞价中的品牌,推出付费BOX平台

 

Matt Meeker, the CEO of Bark, which launched in 2011 with BarkBox, a curated subscription box for dog toys and treats, had Amazon’s subscription accounts team approach him earlier this year, several months after the brand first started selling its dog products on Amazon, to pitch him on a new selling model.

 

According to Meeker, the Amazon reps positioned the Amazon Subscription Box Store, which launched last July, as a way to benefit for the retailer: If BarkBox integrated into Amazon, the brand would be responsible for filling and curating boxes, but Amazon would act as a facilitator for customer acquisition, sign-ups and payments.

 

“We wanted to use Amazon as a customer acquisition channel, same as Facebook and Instagram, where there’s a higher cost of acquisition. Being early is a huge advantage on Amazon, as it was on Facebook in 2012,” said Meeker. “That’s part of what makes it appealing. Customer trust with Amazon also helps a lot, and the idea of Amazon introducing the product to people was promising to us.”

 

24、品牌在DTC营销活动中取得胜利的五个要素

 

1. DTC brands know their audience

 

As their name suggests, direct brands have immediate access to consumers and their purchasing habits. Unlike legacy brands that rely on abstract sales figures and traditional market research, direct brands collect data on consumer preferences and behaviors at the source.

 

Coupled with the added insight of customer accounts, individual purchase histories and consumer feedback, direct brands can build precise and dynamic pictures of consumer groups. Like Netflix, which leveraged users’ viewing habits to develop curated content categories, direct brands can learn and adapt their product lines to target niche consumer interests.

 

Beauty retailer Glossier used data from their blog, Into the Gloss, to optimize the online shopping experience. Noticing that many readers would find products on their mobile device but switch to desktop to complete the transaction, Glossier linked user accounts across platforms.

 

2. They’re more than just another product on the shelf

 

While direct brands sell commodities, they are not commodified. Direct brands stand out with targeted branding, distinct product offerings and a brand story awash with authenticity. No direct brand is quite like any other, giving consumers what they want most: choice.

 

They can’t beat legacy brands when it comes to standardization and familiarity, but direct brands lend even commonplace products a personalized appeal by listening to consumers. From seasonally-themed special releases to values-driven product development, direct brands transformed the retail experience to reflect the needs of today’s consumer.

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