Morketing·每日监测4.2:字节跳动估值近4000亿美元;椰树集团涉嫌违法广告被立案调查;2021年美国广告支出约2400亿美元;Nike将推出全新社交App
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Morketing·每日监测4.2:字节跳动估值近4000亿美元;椰树集团涉嫌违法广告被立案调查;2021年美国广告支出约2400亿美元;Nike将推出全新社交App

Rita Zeng · 2021-04-02 07:52

【摘要】每日营销资讯


一、品牌

 

椰树集团涉嫌违法广告被立案调查

 

近日,椰树集团在其官方微博上发布“椰树集团培养正、副总经理学校再招生!!!入学就有车、有房、有高薪、肯定有美女帅哥追”的广告,引发争议。

 

争议发酵后,海南省市场监管局迅速对椰树集团相关负责人进行行政约谈。椰树集团发布的上述广告内容,违反了《广告法》的相关规定,造成了不良的社会影响,海南省市场监管局已于近日依法对椰树集团发布涉嫌违法广告的行为进行立案调查。

 

田川咖啡完成3亿元B轮融资:累计销量3亿杯据

 

《财经涂鸦》消息,隅田川咖啡日前宣布完成近3亿元人民币的B轮融资。本轮融资由启明创投和沂景资本联合领投,不二资本、多维资本跟投,A轮领投方兴旺投资本轮持续追加投资,多维海拓担任本轮财务顾问。

 

本轮资金引入后,隅田川将进行产品端的持续研发优化与渠道端的拓展,同时也将不断加强品牌营销,提升用户对隅田川品牌的认知度。

 

小仙炖完成C轮融资,IDG资本、CMC资本和正心谷领投

 

4月1日,小仙炖近日完成C轮融资,本轮融资由IDG资本、CMC资本、正心谷联合领投,琥珀资本跟投,但未透露投资额度。

 

瞄准Z世代消费者 Nike将推出全新社交App

 

面对愈发激烈的市场竞争,全球最大运动服饰品牌Nike正试图创建自己的社交平台“Nothing but Gold”,以摆脱对TikTok和Instagram等社交媒体的过度依赖。

 

上汽集团人事变动:贾鸣镝到上汽奥迪任新职,俞经民回归上汽大众

 

上汽集团宣布了一项新的人事任命。从今日起,原上汽乘用车公司副总经理俞经民正式接替贾鸣镝,担任上汽大众销售与市场执行副总经理,兼上海上汽大众汽车销售有限公司总经理,而后者则正式调任上汽大众奥迪营销事业部执行副总经理。

 

二、互联网平台

 

媒体称字节跳动的估值接近4000亿美元

 

一位消息人士对《南华早报》表示,对私募股权投资者而言,字节跳动的估值接近4000亿美元。

 

B站9.6亿港元战略投资心动公司,将围绕游戏及TapTap展开合作

 

B站宣布以约9.6亿港元战略投资心动公司,根据协议,B站将以42.38港元/股的价格认购心动公司发行的普通股22660000股,总认购价格约为9.6亿港元。交易完成后,B站将持有心动公司约4.72%股权。心动公司成立于2002年,旗下拥有《仙境传说RO》等多款自研及代理游戏,以及游戏分享社区TapTap。未来,双方将围绕心动旗下游戏及TapTap展开深入合作。截止发稿,心动公司涨超9%。

 

名人喊话视频软件“Cameo”获1亿美元C轮融资

 

据报道,名人喊话视频软件“Cameo”近日宣布获得1亿美元C轮融资,由Jonathan Turner和e.ventures领投,该产品目前估值已超10亿美元。Cameo成立于2017年,总部位于芝加哥。Cameo在Z世代中非常流行,用户支付5-3000美元,就可以获得演员、网红、运动员、创作者、真人秀明星等名人群体的定制化喊话短视频,视频可以用于给好友或家人送去生日祝福。

 

抖音品牌号上线“品牌旗舰店”功能

 

为加速抢占社交电商赛道,抖音品牌号日前正式上线“品牌旗舰店”功能,将为品牌提供店铺活动、品牌推荐、优惠券、精选商品以及链接线下门店等服务,帮助品牌打通“人-场-货”号店一体的经营阵地。

 

三、服务机构

 

汇量科技发布2020年财报:营收5.16亿美元 同比增3.2%

 

3月31日,汇量科技Mobvista公布2020年财务业绩报告。财报显示,汇量科技总营收5.16亿美元,同比增长3.2%。财报显示,报告期末,Mintegral平台流量开发者数量为5,071个,较2020年上半年增长21.5%,留存率为78.0%。

 

阎诚江出任勾正数据CCO首席客户官

 

近日,勾正数据宣布聘任阎诚江(Rick Yan)出任公司首席客户官(CCO)。

 

勾正数据董事长兼CEO喻亮星表示,阎诚江(Rick Yan)拥有国际化视野、精湛的专业技术和丰富的经营管理经验,由阎诚江担任公司CCO为客户提供战术策略及媒介策略顾问的服务是对勾正数据客户服务能力的重要补充,有助于进一步增强勾正数据从数据化服务到定制化、标准化服务的管控体系。

 

四、案例

 

小米 11 周年主题视频《生生不息》

 

小米品牌推出 11 周年主题视频《生生不息》,通过一群奔跑者的前后画面衔接,引出「太阳落下又升起,总有人在阳光下奔跑」的宣传主旨。

 

 

卫龙愚人节上市4种春日限定新口味

 

4月1日,卫龙春日限定大面筋新口味清新上市。


WechatIMG9281.jpeg

 

五、趋势洞察

 

GWI:2021年X世代报告

 

调查发现,36%的消费者使用搜索引擎发现新品牌。35%的受访者使用搜索引擎搜索电视广告。32%的受访者通过口碑推荐发现新品牌,这证明口碑推荐仍然有效。

 

网站也是X世代发现新品牌的有用渠道,27%的人访问品牌/产品网站,26%的人访问在线零售网站以发现新品牌。

 

当X世代消费者准备好研究产品时,搜索引擎也扮演着重要角色,55%的受访者这么认为。其他人则通过品牌/产品网站(39%)、社交网络(38%)和价格比较网站(34%)研究产品。

 

最后,在购买的时候,超过一半(54%)的X世代表示,如果免费送货,他们会在网上购买;41%的X世代会被优惠券和折扣所吸引。简单的退货政策(34%)、来自其他客户的评论(33%)和快速/简单的在线结账流程(30%)也被认为是在线购物的驱动因素。

 

六、海外

 

Axel Springer首席执行官如何为第三方Cookie毁灭做准备?


The end of the third-party cookie won’t happen for nearly a year, but thanks to GDPR, Axel Springer was prepared for the shift: the publisher hasn’t used third-party data in the ad campaigns it sells since the end of 2018.

Instead, it’s shored up its technology, working to create scalable first-party data.

 

The German news giant has created meaning out of what its audiences read, so green-leaning automakers can reach people who have shown an interest in environmental issues, and beer companies can reach sports fans.

 

“Publishers like us really have competitive advantages against those walled gardens,” said Axel Springer All Media Chief Executive Officer Carsten Schwecke.

 

To create these types of segments for advertisers to reach, it works with 1plusx, a data-management platform to categorize audiences and extrapolate who might be reading a page.

 

This tech boosted reach by 18%, said Axel Springer Chief Digital Officer Carsten Schwecke. Plus, this categorization let Axel Springer nearly double its CPMs.

 

麦格纳:预计2021年美国广告支出将同比增长6.4%至2400亿美元

 

Magna’s US ad spend forecast released Wednesday paints an optimistic picture for the ad industry, following the uncertainty caused by the COVID-19 pandemic.

 

The IPG agency said that a quicker than anticipated economic recovery, supported by a new stimulus package, a decline in COVID rates and return to normal sporting events, will boost ad spending this year. Revenues are expected to increase 6.4% YoY to $240 billion. Digital will capture two thirds, or 67%, of total advertising sales.

 

The growth rate for ad spend could be as high as 8.6% when excluding the impact of the 2020 US election and the Olympics.

 

Magna expects most industries to ramp up spend, with travel, automotive, drinks and movies likely to see the biggest increases following heavy cuts in 2020.

 

The report’s author, Vincent Letang, Magna’s EVP of global market intelligence, told AdExchanger that no industry was hit harder by the pandemic than the travel industry, which is forecasted to increase its media spend by more than 20% this year as most Americans are expected to be vaccinated by the summer.

 

利用数据与消费者更紧密联系的四种方式

 

Identify the most lucrative buyers

 

SSPs can share data about buyers, including the names of advertisers bidding on a publisher’s inventory, the channels they’re buying through (open exchanges, private marketplaces, programmatic guaranteed for example), how much and how often they bid, their win rate (or loss rate) and overall spend.

 

Unearth the most valuable supply

 

With data from their demand partners, publishers can detect trends in spend and bid activity. Then, they can inform pricing and yield decisions. For example, looking at bid density, or the number of buyers competing for a given impression, helps publishers understand which supply or users are most valuable to buyers.

 

Make the most desirable supply scarce

 

By making private marketplaces the only source of highly prized inventory for certain buyers, publishers can build direct bridges to advertiser and agency partners while increasing campaign performance.

 

Become a test partner

 

With the imminent deprecation of the third-party cookie high on everyone’s priority list, now is a good time for publishers - who have the most intimate relationship with end users - to actively work with top buying partners to test new approaches for campaign targeting, audience packaging, measurement, and attribution.

 

These new approaches may take many forms: building bespoke content taxonomies to enable greater targeting granularity; testing the various identity initiatives to understand which ones work best for different campaigns or advertising goals; or even arranging first-party to first-party audience matches through data clean rooms to maintain post-cookie addressability.


即将到来的Cookie更改将迫使一些小型发布商完全放弃广告


This article is part of the Digiday Privacy Preview, a digital issue of stories examining what the coming changes to Chrome and iOS will do to the worlds of media and marketing. Read the rest of that coverage here.


More than $10 billion worth of digital ad revenue rides on the media industry’s ability to figure out how to function without third-party cookies. But many of the industry’s smallest publishers are taking a passive, even defeatist approach to pursuing that money. 


A full half of small publishers plan to rely more on non-advertising sources of revenue when third-party cookies are phased out at the end of 2021, according to a survey Digiday conducted in the first quarter of 2021. Digiday asked 114 publishing professionals how their organizations were responding to the changes Google is making to the digital ad ecosystem.  


That’s compared to about 30% of publishers that generate more than $50 million in annual revenue and a similar percentage of publishers that generate between $10 million and $50 million in annual revenue. 

整理自互联网

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