甲方

可口可乐：5月销售额仍负增长，中国市场尚未恢复到疫前水平

5月20日，可口可乐全球CEO詹姆斯·昆西在接受CNBC采访时表示，可口可乐全球销量与4月份的暴跌25%相比已略有改善，但5月份依然是负增长。就中国市场而言，虽然自4月份起中国地区的居家销售额已有回暖，但预计5月份的需求尚无法恢复到疫情前的水平。可口可的收入大约一半来自餐厅、电影院和运动场馆等户外渠道。

加拿大鹅因疫情裁员250人

据外媒报道，因新冠病毒疫情导致其豪华羽绒服的需求大跌，加拿大鹅已裁减了约250名员工。加拿大鹅周三表示，被解雇的员工将得到补偿计划和延长福利，还可以保留工作电脑等办公用品。

瑞幸咖啡厦门裁员50%，大多为研发人员

瑞幸裁员的消息早在一周前传出。瑞幸即将展开裁员，裁员名单已经确定。从接近瑞幸核心管理层的人员获悉，此次裁员比例为50%，仅涉及厦门员工。瑞幸在北京、厦门、天津均设有办公职场，其中厦门和北京人数相当，天津只有极少部分瑞幸员工，厦门大多是瑞幸的研发人员，人数约千人。

大众：与经销商达成共识，开启电动车营销新模式

据外媒报道，大众集团5月20日宣布，已与经销商达成共识，将开启电动车营销新模式。即经销商将从传统的销售转变为组织试驾、处理交易，并以使用户满意的方式交车。此外，据大众方面介绍，配置整个车辆的点击不会超过10次。简化了消费者在购车时的选配过程。对此，大众汽车德国销售主管Holger B.Santel表示，这一新的营销模式一方面会提升用户的购车体验，另一方面也可减轻经销商的负担。

奥利奥出周边打造饼干界时装秀

奥利奥为迎接 5 月 24 日的天猫超级品牌日，打造饼干界首个时装秀「玩心不变 玩出无限」，推出渔夫帽、萌趣包包、T 恤等奥利奥周边，期待消费者把奥利奥穿上身。

食品公司“Imperfect Foods”获7200万美元C轮融资

食品公司“Imperfect Foods”获7200万美元C轮融资，融资总额达到1.19亿美元。目前，Imperfect Foods打算利用新一轮融资的资金，来加快其在全国范围内杂货配送服务的扩展速度，扩大食品分类，并增强技术水平。

京东618期间，京东超市将与茅台在用户运营、品牌推广等方面展开合作

京东618期间，茅台与京东将实施聚合型营销，同时优化产品体系，培育白酒行业年轻用户，推动全渠道销售。京东零售集团消费品事业部酒类采销部表示，京东超市将与茅台在用户运营、品牌推广等方面展开合作。借力京东PLUS会员，开展“茅台粉丝月”活动，京东超市将推出“茅台大牌日”。

天猫618：将有超600总裁上淘宝直播

今年天猫618，将有超过600位总裁上淘宝直播，包括华为、荣耀、苏宁易购、联想、欧莱雅等品牌。其中华为全球产品总裁何刚现场展示“总裁同款”华为手机，带动华为旗舰店增粉量达到日常的10倍。

苏宁拼购针对“易值买”App进行招商

5月20日，苏宁拼购在线上召开发布会，并针对电商平台“易值买”向广大商户进行招商。“易值买”是苏宁围绕“红包返现”玩法打造的一款App，据苏宁相关工作人员透露，首批选品侧重于百货、美妆、食品、生鲜等快消品类，也会推出部分特价家电、3C类商品。

每日优鲜完成新一轮融资，投前估值超过30亿美元

获悉，每日优鲜已完成新一轮融资，投前估值超过30亿美元。知情人士透露，每日优鲜本轮融资有多个资方，其中包括中金资本。36氪就此消息求证每日优鲜，回应称“不予置评”。

优酷信息技术（北京）有限公司经营范围新增教育咨询、销售化妆品等

天眼查数据显示，5月20日，优酷信息技术（北京）有限公司发生工商变更，其经营范围新增销售化妆品、玩具、服装服饰；教育咨询；体育赛事活动策划等。优酷信息技术（北京）有限公司成立于2006年2月，法定代表人为阿里大文娱CFO、阿里文学总裁黎直前，注册资本为6000万人民币。

马蜂窝联合百度上线“周边游”板块

近日，马蜂窝旅游联合百度上线“周边游”板块，将马蜂窝平台的旅游内容通过百度移动端口提供给用户。游客通过百度App或移动端百度搜索页面等入口，搜索“目的地名称+周边游”或其他周边游相关关键词，可查询到来自马蜂窝的周边游旅游攻略。内容包括当地的体验活动、热门景点、人气美食、特色商圈，以及游客分享的最新旅行笔记等。目前该项目已覆盖全国近千个目的地。

财报

虎牙CEO董荣杰：主播收入不再依赖签约费打赏，广告电商收入大增

虎牙公布了截至2020年3月31日第一季度的财务报告。财报显示，虎牙总收入同比增长47.8%至24.12亿元人民币。归属于虎牙的净利润为2.63亿元人民币，同比增长100.7%，连续十个季度实现盈利。虎牙CEO董荣杰谈到主播收入结构变化时称：“原来主播的收入结构里面，其实主要还是签约费和打赏。我们现在看到主播的广告收入、电商收入在整个行业的提升幅度还是挺大的。”

欢聚集团Q1营收71.5亿元，同比增长49.6%

欢聚集团公布2020年第一季度财报。数据显示，欢聚集团一季度营收71.494亿元 ，同比增长49.6%；净利润3.867亿元，去年同期为31.204亿元。一季度，欢聚时代全球平均移动端月活跃用户达5.201亿，其中77%来自海外市场。

同程艺龙第一季度营收10.051亿元，同比下降43.6%

同程艺龙发布2020年第一季度财报，财报显示，同程艺龙第一季度营收10.051亿元，同比下降43.6%；期内经调整溢利7810万元，同比下降82.6%；平均月活跃用户为1.484亿人次，同比减少25.5%；平均月付费用户为1480万人次，同比减少35.9%。

乙方

腾讯有数新出直播数据服务工具：支持商品分析及人群洞察

腾讯有数推出直播数据服务解决方案，可进行直播数据监测、直播商品分析以及直播活动人群洞察。数据监测方面，有数目前支持商家自建直播平台、看点直播、微信开放平台直播插件等主流直播平台的数据监测，涵盖直播引流UV、直播引流PV、加车人数、下单人数、下单金额、客单价等多维指标。

“美创科技”完成1.5亿元融资

国内数据安全公司杭州美创科技有限公司已于日前完成新一轮融资，融资金额1.5亿元。本轮融资由盛宇投资和宽带资本先后领投，浙江赛伯乐、鱼跃科技跟投，此外，上一轮老股东东方富海也参与了本轮跟投。本轮投资由密码资本担任独家财务顾问。本轮融资将主要用于产品研发，同时拓展数据管理产品线。

媒介

一点资讯推出“有品推荐官”计划，李亚鹏等人上任一点资讯“有品推荐官”

一点资讯宣布推出“有品推荐官”计划，联合媒体人、明星及各领域KOL为用户进行内容推荐，共同推进内容消费升级。该计划首期将邀请演员李亚鹏、界面新闻联合创始人何力等人，为用户带来媒体、商业、教育、文化、生活等多个角度的内容推荐，并以文章、音视频等多种内容呈现形式。

趋势

天风证券：618为疫情后首个电商全民大促，预计吸引6亿用户成交额增长25%

天风证券认为，电商618大促是疫情后首个传统全民电商购物节，预计吸引6亿用户，成交额同比增长25%超6800亿。结构上，预计618期间耐用品占比有望实现环比提升。直播与短视频形式将被大量采用，且随着网红直播和商家自播普及度快速提升下，相关产业链预计将在618大促活动中明显受益。

海外

Acxiom通过Matterkind推出可寻址媒体购买服务

Acxiom and Matterkind (née Cadreon) are tightening their partnership with a new addressable media solution for Acxiom clients released Thursday.

For the first time, brands will be able to work with Acxiom for addressable media buying through the Addressable Advertising service. The media buys will be powered by Matterkind.

More than 2,000 brands already work with Acxiom to manage their first-party audiences and execute direct mail and email campaigns. The new service rounds out that offering with omnichannel buys across all addressable media, including programmatic, OTT and digital out of home.

“Anything we can buy based on an audience, with a combination of client data plus Acxiom data, is the focus for this media offering,” said Acxiom CEO Chad Engelgau. “We’re handing those audiences off to Matterkind to buy them programmatically.”

Acxiom will manage measurement and analytics across paid and owned channels so brands can have a more holistic view of their marketing spend across a consistent audience.

游戏玩家比你想象的更加多元化

A couple of years ago, Amazon Kindle asked Nativex, one of its app monetization partners, to strike hypercasual game publishers from its media plan.

But Nativex demonstrated that the hypercasual audience is primarily female and 25+ with a predilection for e-reading – and that Kindle campaigns have really good conversions when targeting that audience.

“We’re slowly starting to see misconceptions about gamers go away,” said Tiffany Ou, general manager at Nativex.

But there is still a tendency for advertisers to stereotype gamers into one homogenous bucket, and this keeps them from spending against what are actually highly desirable audiences.

The fact is, the gaming audience is as diverse as humanity.

Roughly one-third of the planet’s population – that’s 2.6 billion people – will play a mobile game this year; around 1.3 billion people play games on a PC; console gaming attracts nearly 730 million players … and it’s not just guys with headsets drinking Red Bull.

Basecamp CMO：“我们是反Facebook和Google”

Project management software maker Basecamp does not mess with Facebook and Google.

“We vote with our dollars for the world we want to see, and we don't want to see a world ruled by a handful of companies,” said head of marketing Andy Didorosi.

Basecamp avoids online consumer tracking, which is “creepy,” Didorosi said. Facebook and Google are also too expensive and ineffective at driving conversions for a B2B software company like Basecamp.

But even if they were the best converting marketplaces, Basecamp still wouldn’t spend money there.

“It’s like taking steroids,” Didorosi said. “It feels good at first, but then you take it for too long and you die.”

Instead, Basecamp leans into event marketing, blogs, email newsletters, podcasts and word of mouth to reach its audience, limiting tracking and diversifying spend as much as possible.

凯文·迈耶离职后，迪斯尼将广告销售部门将回归媒体网络集团

The move will have no effect on Disney's upcoming upfront roadshows, which begin next week.

Disney streaming head Kevin Mayer’s surprise exit on Monday to become TikTok’s new CEO continues to have ripple effects at his now former company.

Following the departure of Mayer, who had been chairman of Disney’s Direct-to-Consumer & International (DTCI) segment since 2018, the company has opted to shift its ad sales and media distribution divisions from DTCI to its Media Networks group, effective immediately.

That means Rita Ferro, president of Disney advertising sales, and Justin Connolly, president of media distribution, will now both report to Peter Rice and Jimmy Pitaro, the co-chairs of Disney Media Networks, according to a Disney spokesperson. No staffing changes are planned as a result of this organizational move.

Boston Globe Media看到广告下滑30％，但订阅人数却增长了35％

Advertising is down for Boston Globe Media (publisher of The Boston Globe and Boston.com, among others) despite traffic being double what it was last year. This no longer makes for surprising news.

Also not surprising is that those new visitors are becoming subscribers, though this does signal unprecedented growth for the publisher. In the past 10 weeks, digital subscriptions are up 35%, according to Kayvan Salmanpour, chief commercial officer at Boston Globe Media.

The big change, Salmanpour said, is working to create community-building products for its subscribers that the Globe’s editorial staff then supplements with added guidance and conversations.

From those products, he said that his team is able to start bringing back some sponsor revenue that it had lost from its previous business model.

In the latest episode of The New Normal, Salmanpour discusses the changes that Boston Globe Media has needed to make in short term and what he expects will stick around beyond the pandemic.

随着广告收入下降20％，Barstool调整了营销策略

With ad revenue down 20% or more, Barstool Sports retools for the loss of live sports and events.

Barstool CRO Deirdre Lester projects that the publisher will be down 20-25% in advertising in the “short term,” adding that the second quarter has always been a bit slower for live sports anyway. Meanwhile, earlier this week, the New York Times announced in its first quarter earnings call that ad revenue will have a 50-55% drop by the end of the second quarter.

“In the long term, I’m not adjusting goals yet and I’m optimistic that given what we saw in March and April, the partners that are with us will be willing to take advantage of the new content that we’re creating,” said Lester.

In order to hit those goals, Lester said in the latest episode of The New Normal, that her team is now focused solely on selling the things that can be controlled. This means pitching new digital editorial products, while completely taking live events out of the conversations, for instance its 14-match, country-wide golf tournament that was meant to start in April but has since been tentatively pushed to run from June to October.