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Morketing5.14监测:复联3票房破10亿;抖音发布全新广告片;Google AI通过图灵测试;全球美妆行业销售额 2021 年将超 5000 亿欧元

2018-05-14 10:08:04   阅读量:1003

Morketing原创首发,作者:Neo,转载或内容合作请点击转载说明,违规转载法律必究。

1、小米手机《复仇者联盟3》主题上线,获迪士尼官方授权

小米官方今日宣布,小米手机已上线《复仇者联盟3:无限战争》官方主题,由漫威母公司迪士尼官方授权。据悉,这是小米主题和迪士尼官方首度合作。

2、《复仇者联盟3》国内票房破10亿

5月13日零点,漫威影业宣布,《复仇者联盟3:无限战争》内地票房破10亿。而一天前的12日零点,该片票房破6亿,一天4亿进账。(华尔街见闻)

3、谷歌: AI “Duplex” 已部分通过图灵测试

5月13日晚间消息,谷歌母公司 Alphabet 董事长(前斯坦福校长)John Hennessy近日 表示,他们还达成了一项里程碑成绩 ——Duplex (部分)通过了图灵测试。著名的图灵测试被认为是考验机器是否拥有真正智能的重要测试:如果一个机器能在与人类沟通过程中不被识别出其“机器”身份,那么这个机器就具有智能。然而,这一成就很快就引起了广泛担忧。谷歌则在一份声明中澄清,该系统将内置身份披露功能。这似乎意味着,不管最终 Duplex 会以什么形式工作,它都将向电话另一端的人类声明身份, 让对方知道自己是 AI。

4、Netflix 3000万美元买下暴走漫画动画电影全球发行权

5月13日下午消息,在正在进行的戛纳电影节上,Netflix以 3000万美元买下暴走漫画团队新作动画电影《暴走吧!失忆超人》的全球发行权,影片将于暑期上映。《暴走吧!失忆超人》改编自王尼玛创作的漫画系列《7723》,由暴走漫画团队历时八年制作,阿里影业、万达影业担纲国内发行。故事围绕一个即将被用于拯救人类的新型机器人7723和热爱足球的俏皮少女苏小麦展开。

5、抖音发布全新广告片——记录美好生活

6、普华永道发布最新调查研究,预测全球美妆行业销售额 2021 年将超 5000 亿欧元。

咨询及会计事务所普华永道的最新研究结果显示,2017 年,全球美妆行业已达到 4120 亿欧元,2012 至 2017 年间的复合增长率为 3.9%。它预计,在 2021 年之前,该行业还会继续增长,复合增长率将达到 5%,全球销售额或将超过 5000 亿欧元。

7、俄罗斯究竟在Facebook上打了什么广告?

美国众议院情报委员会民主党首次公布了俄罗斯人 2015-2017 年期间在 Facebook 上打的广告,共有 3519 条。他们表示,公开这些广告是想要防止类似的行为再次发生。

这些广告主要是想在总统选举期间,激起民间不和。试图引起的议题主要是穆斯林、枪支管理规定、同性恋权益、移民、非洲裔美国人和各种总统候选人相关。内容也是专为喜欢讨论这些议题的 Facebook 用户设计的。会就同一事件用不同广告内容挑起问题的对立面。

广告是以截图的形式公布的,能看到这些广告的转发、点赞、评论次数。

8、前美国在线(AOL)公司 CEO Tim Armstrong 或将成为 WPP 新 CEO

据《金融时报》,Tim Armstrong 正考虑接任 WPP CEO 的职位。他曾担任 Google 美洲运营总裁,负责广告销售业务,后成为 AOL CEO。AOL 被 Verizon 收购后,与雅虎进行整合成立 Oath,新部门继续由 Tim Armstrong 负责运营。

9、4As CEO Marla Kaplowitz:代理商如何重建信任,找回增长

“There was an erosion of trust when that happened,” Kaplowitz said. “Everyone was guilty without any sort of regard.”

Upon taking the CEO role in May 2017, Kaplowitz made it her mission to repair the relationship with the ANA and gain back agency-client trust.

“All of the agencies I meet with say it’s getting better,” she said. “It definitely was hit, because of the way it was painted. We need more clients having positive experiences talking about it.”

In addition to gaining back trust, agencies are adapting to technological disruption as digital, programmatic and data become central to the media plan. The 4As provides forums and committees to help its 700 members collaboratively explore new models and position themselves for the future.

10、数字归因技术或许会拖延业务发展

Many technologies promise to deliver the holy grail of advertising: the ability to know exactly how advertising is performing and where it’s working best.

All of this apparent precision must be right because, well, it looks so accurate. Right?

As it turns out, most of it is wrong most of the time. Use some of these systems and your advertising becomes like a tire spinning in mud. The faster you optimize your investment using the reporting, the less you move forward.

11、AI时代,媒体同样需要真实的用户数据

data fraud is just as big of a problem for publishers as it is for advertisers. Today, the value of publisher audiences in bidding algorithms is increasingly defined by data, and bad data potentially is driving down the price of their inventory.

How does this happen? Ad fraud networks frequently create bots that mimic real users, and those bots are programmed to visit a site like nytimes.com to increase the value of their cookie or data. The publishers visited by a bot become part of the bot’s “user” profile, but because the bot isn’t real and won’t convert into a sale, depending on sophistication, the value of nytimes.com and the other associated publishers used to create the fake profile drops in algorithmic trading.

12、The Trade Desk业绩大增

The Trade Desk generated $85.7 million in revenue during the first quarter of 2018, a 61% jump from the same period last year, the company disclosed in its earnings report Thursday.

Profitability was also up, with net quarterly income reaching $9.1 million, compared to $4.9 million in Q1 2017.

The Trade Desk raised its 2018 revenue forecast to at least $433 million, a $30 million increase from the initial guidance it released in February.

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Morketing5.14监测:复联3票房破10亿;抖音发布全新广告片;Google AI通过图灵测试;全球美妆行业销售额 2021 年将超 5000 亿欧元

Morketing原创首发,作者:Neo,转载请联系:liuxingang@morketing.com

1、小米手机《复仇者联盟3》主题上线,获迪士尼官方授权

小米官方今日宣布,小米手机已上线《复仇者联盟3:无限战争》官方主题,由漫威母公司迪士尼官方授权。据悉,这是小米主题和迪士尼官方首度合作。

2、《复仇者联盟3》国内票房破10亿

5月13日零点,漫威影业宣布,《复仇者联盟3:无限战争》内地票房破10亿。而一天前的12日零点,该片票房破6亿,一天4亿进账。(华尔街见闻)

3、谷歌: AI “Duplex” 已部分通过图灵测试

5月13日晚间消息,谷歌母公司 Alphabet 董事长(前斯坦福校长)John Hennessy近日 表示,他们还达成了一项里程碑成绩 ——Duplex (部分)通过了图灵测试。著名的图灵测试被认为是考验机器是否拥有真正智能的重要测试:如果一个机器能在与人类沟通过程中不被识别出其“机器”身份,那么这个机器就具有智能。然而,这一成就很快就引起了广泛担忧。谷歌则在一份声明中澄清,该系统将内置身份披露功能。这似乎意味着,不管最终 Duplex 会以什么形式工作,它都将向电话另一端的人类声明身份, 让对方知道自己是 AI。

4、Netflix 3000万美元买下暴走漫画动画电影全球发行权

5月13日下午消息,在正在进行的戛纳电影节上,Netflix以 3000万美元买下暴走漫画团队新作动画电影《暴走吧!失忆超人》的全球发行权,影片将于暑期上映。《暴走吧!失忆超人》改编自王尼玛创作的漫画系列《7723》,由暴走漫画团队历时八年制作,阿里影业、万达影业担纲国内发行。故事围绕一个即将被用于拯救人类的新型机器人7723和热爱足球的俏皮少女苏小麦展开。

5、抖音发布全新广告片——记录美好生活

6、普华永道发布最新调查研究,预测全球美妆行业销售额 2021 年将超 5000 亿欧元。

咨询及会计事务所普华永道的最新研究结果显示,2017 年,全球美妆行业已达到 4120 亿欧元,2012 至 2017 年间的复合增长率为 3.9%。它预计,在 2021 年之前,该行业还会继续增长,复合增长率将达到 5%,全球销售额或将超过 5000 亿欧元。

7、俄罗斯究竟在Facebook上打了什么广告?

美国众议院情报委员会民主党首次公布了俄罗斯人 2015-2017 年期间在 Facebook 上打的广告,共有 3519 条。他们表示,公开这些广告是想要防止类似的行为再次发生。

这些广告主要是想在总统选举期间,激起民间不和。试图引起的议题主要是穆斯林、枪支管理规定、同性恋权益、移民、非洲裔美国人和各种总统候选人相关。内容也是专为喜欢讨论这些议题的 Facebook 用户设计的。会就同一事件用不同广告内容挑起问题的对立面。

广告是以截图的形式公布的,能看到这些广告的转发、点赞、评论次数。

8、前美国在线(AOL)公司 CEO Tim Armstrong 或将成为 WPP 新 CEO

据《金融时报》,Tim Armstrong 正考虑接任 WPP CEO 的职位。他曾担任 Google 美洲运营总裁,负责广告销售业务,后成为 AOL CEO。AOL 被 Verizon 收购后,与雅虎进行整合成立 Oath,新部门继续由 Tim Armstrong 负责运营。

9、4As CEO Marla Kaplowitz:代理商如何重建信任,找回增长

“There was an erosion of trust when that happened,” Kaplowitz said. “Everyone was guilty without any sort of regard.”

Upon taking the CEO role in May 2017, Kaplowitz made it her mission to repair the relationship with the ANA and gain back agency-client trust.

“All of the agencies I meet with say it’s getting better,” she said. “It definitely was hit, because of the way it was painted. We need more clients having positive experiences talking about it.”

In addition to gaining back trust, agencies are adapting to technological disruption as digital, programmatic and data become central to the media plan. The 4As provides forums and committees to help its 700 members collaboratively explore new models and position themselves for the future.

10、数字归因技术或许会拖延业务发展

Many technologies promise to deliver the holy grail of advertising: the ability to know exactly how advertising is performing and where it’s working best.

All of this apparent precision must be right because, well, it looks so accurate. Right?

As it turns out, most of it is wrong most of the time. Use some of these systems and your advertising becomes like a tire spinning in mud. The faster you optimize your investment using the reporting, the less you move forward.

11、AI时代,媒体同样需要真实的用户数据

data fraud is just as big of a problem for publishers as it is for advertisers. Today, the value of publisher audiences in bidding algorithms is increasingly defined by data, and bad data potentially is driving down the price of their inventory.

How does this happen? Ad fraud networks frequently create bots that mimic real users, and those bots are programmed to visit a site like nytimes.com to increase the value of their cookie or data. The publishers visited by a bot become part of the bot’s “user” profile, but because the bot isn’t real and won’t convert into a sale, depending on sophistication, the value of nytimes.com and the other associated publishers used to create the fake profile drops in algorithmic trading.

12、The Trade Desk业绩大增

The Trade Desk generated $85.7 million in revenue during the first quarter of 2018, a 61% jump from the same period last year, the company disclosed in its earnings report Thursday.

Profitability was also up, with net quarterly income reaching $9.1 million, compared to $4.9 million in Q1 2017.

The Trade Desk raised its 2018 revenue forecast to at least $433 million, a $30 million increase from the initial guidance it released in February.