​Morketing每日监测2.19: 展示广告程序化购买面临身份危机;卡夫亨氏出售坚果零食业务;百度准备与YY Live进行深度整合;
日报

​Morketing每日监测2.19: 展示广告程序化购买面临身份危机;卡夫亨氏出售坚果零食业务;百度准备与YY Live进行深度整合;

Rita Zeng · 2021-02-19 09:20

【摘要】每日营销资讯

一、品牌



33.5亿美元,卡夫亨氏出售坚果零食业务给荷美尔


据食品饮料行业微刊报道,美国食品业巨头卡夫亨氏Kraft Heinz于当地时间2月18日周四宣布,已将包括美国绅士Planters与Corn Nuts品牌在内的坚果零食业务给午餐肉生产商荷美尔Hormel Foods,作价33.5亿美元,约合人民币214.4亿元。


消息称大众集团正考虑将旗下品牌保时捷汽车进行IPO


大众集团正考虑将旗下品牌保时捷(Porsche)汽车进行IPO。


沃尔玛百货:2021财年Q4营收1520.8亿美元,同比增长7.3%


沃尔玛百货发布的2021财年Q4财报显示,该公司报告期内营收1520.8亿美元,市场预期1484.68亿美元,去年同期1416.71亿美元,同比增长7.3%;净亏损20.08亿美元,上年同期录得净利润为42.94亿美元;美国地区第四季度同店销售额增长8.6%,电商销售额增长69%;2021财年营收近5600亿美元,增长350亿美元。


消息称摩拜联合创始人夏一平将任百度吉利合资公司CEO


知情人士透露,百度和吉利公司已聘请摩拜联合创始人兼首席技术官夏一平将担任其新成立的电动汽车合资企业 的首席执行官。 


元气森林入股Never Coffee关联公司,成后者最大股东


天眼查App显示,近日,Never Coffee关联公司爱我卡飞(北京)科技有限公司发生工商变更,原股东北京挑战者科技有限公司等退出,新增元气森林(北京)食品科技集团有限公司为股东,同时该公司注册资本由100万人民币变更为135.72万人民币。


二、互联网平台


新浪微博回应“最快今年在香港上市 ”:不予置评


此前有消息称,新浪微博最快今年在香港上市。新浪微博对此回应:“不予置评”。


“叮咚买菜”考虑赴美IPO


中国生鲜类平台“叮咚买菜”考虑赴美IPO。


爱奇艺CEO龚宇回应会员数下降:内容缺失,春节档火爆带来好消息


在爱奇艺2020年第四季度及全年业绩电话会议中,爱奇艺CEO龚宇表示,春节档电影表现超出预期,有望带动全年院线和网络电影播出。另外,针对爱奇艺会员数下降,龚宇解释称,2020年第一季度爱奇艺用户数量达到历史顶峰,随后用户数量下降,主要原因是内容缺失,电影、网剧以及综艺此前面临各种困难。


快手与“创造营2021”达成深度短视频合作


17日,由腾讯视频出品的节目“创造营2021”开播。同时,快手官方公布与“创造营2021”达成深度短视频合作,全体创造营学员集体入驻,在快手发布动态。


李彦宏:百度准备与视频社交媒体YY Live进行深度整合


百度发布第四季度及全年未经审计的财务报告。第四季度百度实现营收303亿元,净利润达到69亿元,连续四个季度超市场预期。财报发布后,百度董事长兼CEO李彦宏发布全员信,他表示百度准备与视频社交媒体YY Live进行深度整合,直播在百度的生态中还有很大的发展机会,这将使百度移动收入多元化战略再向前迈进一大步。


“PicoPico”完成两轮数百万美元融资


陌生人社交产品“PicoPico”2020年完成两轮数百万美元融资,投资方包括SIG、BAI等美元基金,由远识资本担任长期独家财务顾问。PicoPico上线于2020年,是一款面向城镇青年的陌生人社交产品,是青牛出关旗下社交产品之一。


三、服务机构


Droga5全球CCO即将卸任


据《广告时代》报道,Droga5现任全球首席创意官Neil Heymann将于2月19日后正式卸任,并与阳狮集团合作开展新事业。


四、案例


多力多滋2021超级碗广告:影帝马修·麦康纳变成纸片人了


多力多滋在2021的超级碗广告《Flat Matthew》中推出新的3D立体脆皮,为了突出此款薯片与以往片状脆片的不同,多力多滋把奥斯卡影帝马修·麦康纳变成了一个纸片人。



荒野乱斗×刁亦男推出广告片


近日,实战手游荒野乱斗携手刁亦男导演,发布宣传片《谁来谁乱斗》。



五、趋势洞察


国内家电出口去年突破800亿美元


近日从中国家用电器协会获悉,2020年中国家电行业稳步恢复,全行业实现主营业务收入1.48万亿元,同比仅下降1.06%,全年累计出口额837亿美元,增长18%,出口额规模保持历史同期最佳水平,且增速为近10年来最高。据预测,今年上半年,得益于消费升级红利释放及高品质新技术的产品供应,家电行业整体的内销市场将呈现较明显的恢复性增长。从外需看,中国产业链优势仍将进一步凸显,出口或将恢复常态性增长。


沙利文&喜茶:2020中国新茶饮行业发展白皮书


目前新茶饮市场头部品牌均创立于2015年前后。2015年可谓是中国新茶饮市场元年。经过5年多的迅猛发展,2019年,中国新茶饮市场规模达到了约78.8亿元,2015年至2019年间的复合增长率近300%。2025年,新茶饮市场规模预计将达到384亿元,尚有数百亿市场空间待渗透。


eMarketer:展示广告程序化购买面临身份危机


广告主、发布商和他们的合作伙伴现在正面临平台和设备基础设施的变化。这些变化将对他们的业务方式产生重大影响。这包括苹果宣布的关于营销人员可以使用广告客户识别器(IDFA)的变化,以及谷歌计划在2022年初之前不再支持Chrome中的第三方Cookie。有传言称,苹果对IDFA的更改将在2021年3月左右生效,并要求用户在每个应用程序的基础上选择加入,以进行跨频道跟踪。


六、海外


The Trade Desk 在2020年第四季度收入增长48%


Despite the pandemic, The Trade Desk’s year over year Q4 growth accelerated in 2020, increasing revenue 48% to $320 million. In Q4 2019, the demand-side platform’s revenue grew 35%.


In 2020, marketers using the Trade Desk’s sent $4.2 billion in ad spend through the demand-side platform. Spurred by the pandemic, they doubled the amount they spent on CTV advertising over the course of the year. In 2020, more than 1,000 brands spent at least $100,000 in CTV. The number of brands spending more than $1 million in CTV doubled.


“CTV is a Trojan horse for the acceleration of programmatic across the ad industry,” said the Trade Desk CEO Jeff Green, implying that as more ad formats become automated, the Trade Desk platform will help marketers spend those ad dollars.


评估Cookie替代方法的五个技巧


1.Ask questions. Asking questions is fundamental to understanding the nuts and bolts of the different offerings for evaluation. What is the source of the data? Is the graph used to match these IDs proprietary? 


2、Evaluate data richness and reliability.The scope, quality and reliability of data that marketers use has a direct correlation with the value of the insights it can deliver. 


3、Evaluate scale.Marketers should also look for alternatives that can match the scale of the current solutions.


4、Consider your reliance on the walled gardens.Do you have heavy investment or reliance on the walled gardens – Google, Facebook, Amazon? If so, how much? It’s probably not realistic for most advertisers to move away from walled gardens completely.


5、Do your due diligence – especially if you plan on using one ID solution.With so many options available, will any ID truly be unified? It depends. If client budgets and goals permit, focusing the totality of your media strategy on one ID solution would allow for a consistent identifier across the board. 


2021年将成为可寻址电视广告的“建设年”


Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services.


But while streaming may be getting all the buzz, advertisers and agencies have also been leaning into addressable TV – the ability to deliver different ads to different households watching the same program – as marketers adjust their strategies during the COVID-19 pandemic. According to eMarketer, addressable TV advertising spend is expected to increase 75% to $3.6 billion by 2022.


Addressable allows advertisers to shift from targeting programs to targeting audiences instead, with targeted ads dynamically inserted at the household level through cable, satellite and IP TV delivery systems and set-top boxes.


为什么Google的Shoploop错过了社交购物趋势


In July 2020, Google announced it was getting into the social shopping game. The so-called Shoploop app was meant to be a cross between the short videos of TikTok, with the purchase ease of Amazon Live. 


Six months later, it seems that Shoploop still hasn’t hit its stride, according to six industry insiders who spoke to Digiday. While its videos remain available inside Google Shopping, a combination of subpar features, an imbalance of content and lack of sales kept Shoploop from gaining any traction, sources said. Google has not given further updates to companies that otherwise regularly communicate with the company, according to sources who were originally told about the product’s launch.

“From a product development perspective, I don’t think it’s anywhere near in-market completion,” said Gabe Feldman, business development lead of influencer marketing at Viral Nation.


Google has had a tough time creating a third-party marketplace, even when it made that marketplace free. As platforms vie to create an easy social shopping experience, Shoploop has served as a cautionary tale that shoppable content for the sake of shoppable content is not necessarily what consumers want. While platforms including Instagram and TikTok are capitalizing on the pandemic-fueled e-commerce boom, Shoploop has shown that social commerce has to be balanced with other content, a lesson Amazon learned from its doomed Instagram knock-off, Spark.

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