Morketing·营销人早报11.20:哔哩哔哩广告收入达5.58亿元;完美日记纽交所敲钟;泡泡玛特寻求通过港交所聆讯;
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Morketing·营销人早报11.20:哔哩哔哩广告收入达5.58亿元;完美日记纽交所敲钟;泡泡玛特寻求通过港交所聆讯;

Rita Zeng · 2020-11-20 09:05

【摘要】「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含多条海外新闻。 Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。

一、品牌

 

泡泡玛特寻求通过港交所聆讯:募集2至3亿美元,最快12月下旬挂牌上市


潮流玩具公司泡泡玛特国际集团有限公司将于11月19日寻求通过港交所聆讯,并最快于本周末披露通过聆讯后的招股说明书,12月下旬正式于港交所主板挂牌上市。泡泡玛特本次赴港IPO的募资规模预计为2至3亿美元,摩根士丹利和中信证券担任联席保荐人。

 

完美日记纽交所敲钟募资6.2亿美元 上市首日涨75%


北京时间11月19日晚,完美日记母公司逸仙电商(NYSE: YSG)在纽交所上市,IPO定价10.5美元,成为中国第一家在美股上市的美妆企业。


玛氏50亿美元收购KIND北美公司

 

11月17日,宠物用品和食品零食集团玛氏(Mars Inc.)宣布,将收购健康零食制造商KIND 北美公司。

 

农夫山泉推自热咖啡产品

 

近日,农夫山泉为旗下炭仌咖啡产品推出自热套装,让消费者在冬日暖暖地喝一杯好咖啡。据悉,这是一款针对农夫山泉旗下炭仌咖啡的自热杯+自热袋套装,在不改变原有产品形态的基础上实现自热。

 

二、互联网平台

 

哔哩哔哩第三季度营收32.3亿元,市场预期30.68亿元

 

哔哩哔哩第三季度营收32.3亿元,同比增长74%,市场预期30.68亿元。调整后的净亏损为9.90亿元,2019年同期为3.43亿元。其中,广告收入达到5.58亿元,同比增长126%。电子商务和其他业务收入达到4.13亿元,同比增长83%。

 

网易Q3营收186.6亿元,同比增长27.5%

 

网易发布2020年第三季度财报,数据显示,网易第三季度营收186.6亿元,同比增长27.5%;市场预估181.7亿元,去年同期146.4亿元;非公认会计准则下,归属于公司股东的持续经营净利润为36.7亿元。

 

微博就违规收集使用个人信息致歉:正在进行内部整改

 

新浪微博发布社区公告称,11月14日App违法违规收集使用个人信息治理工作组发布通告,显示微博App存在两个“个人信息收集使用”方面的问题,微博对此深表歉意。根据通告要求,微博正在进行内部整改,保证在限期内按主管部门要求更新隐私协议内容,梳理用户隐私相关权限的合理性,保护用户隐私权益不受侵害。

 

违规收集用户信息,闪送、聚美优品等被约谈

 

据北京市通信管理局,闪送、聚美优品移动App等存在违规收集使用用户信息、强制授权等问题。11月16日,北京市通信管理局约谈了相关公司负责人,就移动App存在的问题发出书面整改通知,责令限期整改。

 

YY遭浑水做空称营收中有伪造数据,百度收购YY会否有变局


上海大邦律师事务所高级合伙人游云庭称,“如果YY没有问题,对交易是没有影响的,如果百度肯交割的话,更会进一步证明YY的清白。如果查出问题,这个交易就不会交割了。”此次YY被做空后,游云庭认为,百度之后会派出自己团队审计YY的数据,“之前的调查一般是PWC等四大做的,初步调查不会有浑水那么详尽。之后百度会派自己工程师查,以百度的技术,如果真有问题,应该是能查出来的。”

 

三、服务机构

 

MCN“白兔视频”获数千万元A轮融资

 

MCN白兔视频已交割了数千万人民币A轮融资,投资方为众麟资本、野草创投等机构,并由嘉音资本担任独家财务顾问。

 

四、案例

 

小红书超燃短片,致不在乎那些偏见的我们

 

小红书与网易新闻上线了一支名为《我们》的短片,鼓励大家不被生活中的偏见所定义。

 


绝对®伏特加官宣全球品牌代言人蔡依林

 

蔡依林成为 ABSOLUT 绝对伏特加全球品牌代言人。


WechatIMG7569.jpeg

 

五、趋势洞察

 

Freewheel:2020上半年视频营销报告

 

Freewheel发布了“2020年上半年视频营销报告”。这项研究着眼于2020年上半年的视频观看行为,尤其是自大流行以来。研究发现,在上半年的电视屏幕上有近3/4的高级视频广告是通过联网电视(50%)或机顶盒(23%)观看的,其中CTV广告的观看次数同比增长了42%。相比之下,移动广告的观看次数占15%(同比增长17%),PC的广告观看次数占11%(同比下降2%)。

 

不同设备上观看的广告形式各不相同,在CTV上观看的大多数广告是实时播放的(77%),其次是长篇(5+分钟,占18%)和短篇(0-5分钟;5 %)。短篇是PC视频广告的主要形式(50%),其次是实时(30%)和长篇(20%)。移动广告在各种形式中更平均,实时广告占40%,其次是短篇(30%)和长篇(30%)。

 

六、海外

 

美国奥迪宣布将首席传播官Tara Rush提升为首席营销官

 

Audi of America today announced that it has promoted Tara Rush, svp and chief communications officer for the automaker since 2019, to the role of svp and chief marketing officer. She’ll be the first woman to lead marketing for the brand’s U.S. business.

 

In the new position, Rush will oversee brand strategy and all U.S. marketing efforts, including advertising, brand partnerships, consumer experience, retail marketing and social media. She’ll report directly to Audi of America president Daniel Weissland. Rush is charged with taking on many of the responsibilities previously held by vp of marketing Loren Angelo, who is leaving the brand after 12 years.

 

“Tara is not only an experienced brand expert, she is an exceptional leader with a passion for driving meaningful change,” said Weissland in a statement. “Her mix of external experience and proven internal track record—coupled with her strategic and bold decision-making—are a great fit for this role.”

 

尽管第二次冠状病毒感染浪潮来临,消费者信心仍在上升,广告支出尚未大幅下降

 

After months of ominous predictions, the second coronavirus wave is now rising over the United States, with hospital beds filling up, school systems closing, cities and states imposing new lockdown and safety measures and people bracing for another stretch of isolation.

 

But advertisers — so far, at least — have kept up their spending, according to the chief revenue executives of five different media companies.

 

Unlike this spring, when programmatic ad spending plunged 30% literally overnight, one in four advertisers paused their spending and some predicted that the pandemic would cause more economic damage than the 2008 financial crisis, most advertisers, as they head into the end of fourth quarter, are continuing to spend, albeit in the shorter spurts that have come to define media ad spending in 2020.

 

YouTube如何将广告主的注意力集中在其联网电视广告资源上?

 

At present, YouTube doesn’t necessarily need to pitch advertisers on its connected TV inventory. While YouTube viewership on TV screens is growing faster than on any other type of device, mobile remains YouTube’s biggest device platform and advertisers are more than fine with CTV being part of their broader cross-platform YouTube campaigns.

 

Still, YouTube does want advertisers to have a better understanding of how they might want to treat CTV beyond than just another inventory source.

 

In the first quarter of 2021, YouTube expects to deliver more insights to advertisers regarding what ad creative works best on CTV by compiling takeaways aggregated from the CTV-specific brand lift surveys it started conducting with individual advertisers this year, said Debbie Weinstein, vp of global solutions at YouTube. YouTube already shares creative guidelines with advertisers, but the forthcoming insights will be able to concentrate specifically on the TV screen.

 

YouTube音频广告已公开测试

 

YouTube launched audio ads in beta on Tuesday to help monetize the moments when people are listening to music but not actively looking at their screen.

 

The 15-second ads, which were in a limited test phase since late 2019, are available to all advertisers globally and can be bought through DV360 and Google Ads. Audio ads on YouTube will run on the main YouTube site and app and are not yet available on YouTube Music, YouTube’s music streaming service.

 

Although more than 2 billion logged-in viewers watch a music video each month on YouTube, and more than 85% of that music consumption happens in the foreground, many others listen while the music plays in the background.

 

And that’s why YouTube isn’t limiting itself to monetizing music content only through video ads, said Adam Stewart, VP of sales for Google and YouTube.

整理自互联网

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