MI&Morketing8.11:YouTube推新图示工具;6秒视频广告时代到来;京东与百度进行流量广告内容合作

MI&Morketing8.11:YouTube推新图示工具;6秒视频广告时代到来;京东与百度进行流量广告内容合作

Len_X 网站编辑 2017-08-11 611

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中文媒体

1、品牌 | 日本麦当劳恢复稳定增长,明年要开始开新店

日本麦当劳(McDonald's Holdings Japan)终于重新回到稳定增长的状态了。

昨天,他们公布了今年上半年的财报,销售额同比增长了 13.8%,而利润则是从去年同期的 4700 万日元(约为 284.77 万人民币)上涨到了今年 94.27 亿日元(约为 5.71 亿人民币)。而同店销售额和顾客数量同比增加了 14.3% 和 11.4%。连续 19 个月实现两位数的同店销售额增长。

2、沃尔玛在武汉昆明开“紧凑型”店铺,空间设计和陈列也都变了

电商冲击下,传统商超零售正在调整业态。8 月 3 日,沃尔玛在武汉杨家湾、昆明金瓦路开出两家“紧凑型”门店,面积比通常的沃尔玛大卖场缩小了 40%。沃尔玛通常的门店面积标配是 1 万平米以上,销售 22000 到 25000 种商品,以“一站式”的大而全为卖点。沃尔玛的这两家新店营业面积约 5000 平米,商品种类也减至 15000 余种。

3、阿迪找来 Stan Smith 本人为鞋子站台

阿迪达斯的助推下,Stan Smith 这双 60 年代就已推出的复古网球鞋从 2014 年开始再次成为人们衣柜里的必备,和经典款 Superstar 一样,它如今为阿迪达斯集团每一季度贡献数量不菲的销售额。

Stan Smith 的前身是 Haillet,以 60 年代法国网坛名将 Robert Haillet 命名。60 年代,这款网球鞋随着 Robert Haillet 退役一度停产,传奇球星 Stan Smith 却一直在赛场坚持穿 Haillet,民调也显示大众对此款鞋厚爱有加。但几年前阿迪达斯决定将这款老鞋重新拿出来卖的时候,今年 70 岁的 Stan Smith 本人其实是拒绝的。“我以为 14-24 岁的人不会再和我有什么关系,我以为这是一个错误的策略。”传奇网球明星 Stan Smith 曾经这么感叹,但现在,“人们以为我是一双鞋子。”

4、YouTube推出新的图示工具,让创作者们辨识视频盈利来源

越来越多人在 YouTube 上发布视频作品来盈利,所以作为平台本身的 YouTube 也不断在改善网站系统,希望解决垢病已久的错误下架视频问题。除此之外,广告被置放到有不当内容视频的问题,更是引起不少广告主的反感,使得一般创作无辜受累,减少了广告收入的机会。YouTube 在近期的博客文章中表示,他们将会推出新的图示工具,来让创作者更容易辨识哪段视频正在正常获得收入,同时也将有新的上诉方式,让创作者能直接在视频管理员中处理版权和社交规则问题。

5、央行约谈蚂蚁金服,究竟为何要撤掉宣传中的“无现金”字眼?

微信和支付宝针对“无现金日”的营销大战硝烟还未散尽,就传来蚂蚁金服在七月底被央行武汉分行约谈的消息。据悉,此次约谈央行向蚂蚁金服公关负责人告知了人民币管理相关的法律制度并明确提出了三点要求:一是在无现金城市周活动中去掉“无现金”字眼;二是撤掉所有含有“无现金”字眼的宣传标语;三是公开告知参与商户不得拒收人民币现金、尊重消费者支付方式的选择权。

6、匡威宣布张艺兴为品牌亚太区代言人

此前在微博上已预热许久,今日匡威(Converse)正式发布为张艺兴拍摄的Converse One Star街头球鞋型录,致敬经典系列。同时官方宣布,张艺兴作为首个中国艺人正式加入匡威家族,成为品牌亚太区代言人。

7、Zara开全球首家婴童专门店,火热的童装市场背后,还有一半是冰

据时尚新闻网站Drapers报道,日前Zara在英国开了家独立的婴童装零售店,包括为0-12个月新生儿设计的迷你系列,及三个月至四岁的男女童装,售价在T恤3.99英镑(约合人民币34.46元)到外套39.99英镑间不等。

8、微博封掉今日头条内容接口

微博和今日头条终于产生了正面冲突。今天中午十二点,微博官方公布了一则社区公告,称某第三方新闻平台在微博毫不知情、并未授权的情况下直接从微博抓取自媒体账号的内容,鉴于其行为性质严重,微博先行暂停了第三方接口,并表示将会依法维权。微博针对的第三方新闻平台不是别人,正是近来风头正劲的今日头条。据部分头条号作者反应,从昨天开始,在进入头条号作者页面后,头条社区官方就会弹出一则邀请授权开通微博内容源的内测通知。通知显示,开通此功能后,头条号平台将提供技术能力,帮助用户将微博等平台发布的内容定期自动发表到今日头条旗下的社交媒体产品——微头条上。

9、京东与百度推“京度计划”,流量广告和内容方面合作

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京东与百度宣布达成全面战略合作,推出“京度计划”,将在流量入口、广告投放和内容变现方面合作。这次合作主要包括三个方面:一、京东在手机百度的App内开设一级购物入口“京东特供”;二、百度庞大的产品矩阵和用户群所产生的数据池,与京东的电商数据深度合作,帮助京东、京东的品牌合作伙伴、京东平台上的商家实现精准广告投放;三、通过导购分佣等模式展开内容电商合作,提升内容变现能力。

10、苹果回应反垄断举报:大部分中国App得到及时通过

近日,苹果公司在中国遭到反垄断举报。针对此事,苹果公司10日向中新网记者发来相关声明。声明中称,大部分从中国提交的App都可以在48小时或更短的时间内得到审核和通过。 苹果方面称,App Store 团队每周审核超过10万个来自全球各地的App,App Store发布的指南对所有开发者等效视之,如果某个App因为违反了 App Store 的相关指南而被拒绝或被移除,开发者可以使用申诉流程,向App Store就其 App 具体情况提出再次审核并可以获取支持,从而帮助其App尽快恢复上线。苹果方面还表示,App Store使得开发者得以触达155个国家或地区的消费者,在中国,超过180万人在 App Store的生态系统中工作。

11、马化腾:能看到“未来三年”已是极限

马化腾表示,腾讯下一步还有什么,我们的规划永远不会太远,可能看到未来三年已经算很极限了。永远不知道未来三年会发生什么情况,有什么危机或者机会。可能看到一个大方向,但看到同样方向的人千千万万,为什么一定是你拿到?不一定。所以扎实做好现在的事情。

另外,每一个机会,都不一定能按你意想的那样牢牢抓住,还是要多一些储备。我们内部团队分几个事业部共同竞争,也不知道哪一个能跑出来。

英文媒体

1、As Tile makes a long-term B2B play, its CMO says he’s right where he loves to be

in November of last year, Simon Fleming-Wood was named CMO of Tile, the company behind RFID hardware devices designed to help users keep track of things like lost keys or phones. In his role, the CMO oversees all marketing and communications efforts for the brand, including brand strategy, growth marketing, advertising and PR.

“It’s an exciting time to be in the role as the company is really expanding their retail footprint, introducing new products, making a long-term B2B play and really owning their category,” says Fleming-Wood. “That’s right where I love to be.”

2、Snapchat Adds Users at a Slower Rate as Losses Pile Up

Snapchat CEO Evan Spiegel wasn't in a dancing hot dog mood on Thursday.

Spiegel came off as slightly frustrated with Wall Street analysts during Snapchat's earnings call -- it's second as a publicly traded company -- after announcing disappointing results. Snapchat's ad revenue was lower than forecast, as was user growth.The 27-year-old CEO and his top lieutenant COO Imran Khan explained to Wall Street that there were challenges, but that the company was progressing and innovating in core areas like ad technology and new products for users.

3、Verizon Struggles to Sign Networks Up for Online TV

Verizon is struggling to complete deals for the planned debut of a new online TV service, according to people with knowledge of the matter who said the company isn't close to agreements for many of most-watched networks.

4、The Trade Desk Closes First Year Of Earnings, As Investors Scrutinize DSP Landscape

The Trade Desk reported Q2 revenue of $72.8 million, a 54% year-over-year increase from the same period last year, and upped its full-year revenue expectations to at least $303 million.In The Trade Desk’s Q1 earnings report, it raised 2017 revenue guidance from $270 million to $291 million. The continued growth was driven by mobile advertising, said founder and CEO Jeff Green.

But runaway growth in one channel is less important than diversified growth, Green said, citing gains in native, connected TV and audio. Third-party data use on the platform, which boosts the value of accounts once they’ve been won, has also increased 72% compared to last year.

5、Videology Takes Out An $80M Credit Facility To Advance Its TV Platform

Videology revealed Wednesday that it received an $80 million credit facility from lending and payment services provider FastPay and Tennenbaum Capital.

Since its founding a decade ago, Videology has raised about $121 million in capital financing, but at this advanced stage in the company's lifecycle, it didn't necessarily make sense to raise another round of costly VC capital, said Videology CEO Scott Ferber.

6、Why Brands and Agencies Are Preparing for the Era of 6-Second Ads

Let the upcoming fourth quarter be known as the incubator phase of the six-second video ad unit, a few industry players echoed in recent days. Next year, they say, it’s go time.

The format has built up buzz since Google threw its stake in the ground when the best examples of its six-second hackathon were highlighted at Sundance in January. Then in June, Fox announced it was on board with six-second video ads. And, at the end of last month, Facebook revealed it was going to work on its six-second ad game during its second-quarter earnings call. Now, brands and agencies are starting to state their motives for getting out in front of the movement. Michelin this week started testing the snack-sized clips on YouTube, the Google-owned video platform that calls them bumper ads.

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