Morketing每日监测4.29:谷歌广告营收达446.84 亿;汇量科技全资收购热云数据;Google和Facebook无法删除虚假广告
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Morketing每日监测4.29:谷歌广告营收达446.84 亿;汇量科技全资收购热云数据;Google和Facebook无法删除虚假广告

Rita Zeng · 2021-04-29 07:38

【摘要】每日营销资讯

一、品牌

 

马斯克回应“特斯拉为何不考虑雇佣公关”:专注于产品


高盛前高管Gary Black在Twitter上询问特斯拉CEO埃隆·马斯克,是否可以考虑雇佣一个公关人员?特斯拉目前没有汽车也做得很好,但随着FSD(完全自动驾驶)的到来,在中国和欧洲市场持续扩张,以及竞争对手对特斯拉明显的市场领导者的抨击,特斯拉的风险可能越来越大。对此,马斯克回复表示,其他公司把钱花在广告和操纵公众舆论上,特斯拉则专注于产品。

 

物美回应“沃尔玛或向其出售约130家门店”:消息不属实


有媒体报道称,沃尔玛或向物美出售约130家门店,初步定价30亿美元。对此,物美与沃尔玛均回应称:消息不属实。

 

华熙生物:一季度营收为7.77亿元,同比增长111.12%


华熙生物发布一季报。报告显示,今年一季度,华熙生物营收为7.77亿元,同比增长111.12%;实现归属于上市公司股东净利润1.52亿元,同比增长41.05%。

 

伊利股份:一季度归母净利润28.31亿元,同比增长147.69%

 

伊利股份披露一季报。报告显示,一季度,公司营收272.59亿元,同比增长32.68%;归母净利润28.31亿元,同比增长147.69%。此外,2020年,伊利股份营业收入965.24亿元,同比增长7.24%;归母净利润70.78亿元,同比增长2.08%。


欧盟或对苹果发起首个反垄断起诉,罚金可达全球收入10%


欧盟预计最早于本周对苹果公司正式提起反垄断指控,该指控主要涉及苹果利用其平台地位,限制竞争对手的市场地位。这项指控可能导致苹果公司遭受高达全球收入10%的罚款,并可能挑战其依靠平台分成的商业模式。苹果公司2020年收入为2745亿美元。该公司将于周三盘后公布最新一季度财报,分析师预计,在最新的季度中,苹果收入有望达到760亿美元。

 

安慕希 AMX 官宣代言人窦靖童

 

安慕希官宣窦靖童为 AMX 无蔗糖酸奶代言人,并联合天猫宝藏新品牌,发布全新广告片。


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二、互联网平台

 

谷歌广告营收达446.84 亿,净利同比大增162%

 

据报道,Alphabet(谷歌母公司)今天发布了截至 3 月 31 日的 2021 财年第一季度财报。报告显示,Alphabet 第一季度总营收为 553.14 亿美元,比去年同期的 411.59 亿美元增长 34%,不计入汇率变动的影响为同比增长 32%。其中,Alphabet 旗下谷歌部门的第一季度广告营收(即以上各项业务的营收总和)为 446.84 亿美元,高于上年同期的 337.63 亿美元。

 

为对抗TikTok,Instagram又推出一项带货功能

 

美国时间 4 月 27 日,Facebook CEO 扎克伯格宣布 Facebook 将会在 Instagram 内增加一项新的功能,在这一功能下,创作者与品牌达成合作,将品牌的商品带货给粉丝,并且从中赚取佣金。同时,扎克伯格还表示平台还将上线一个叫“创作者商店”的版块。

  

淘宝直播:向所有主播开放官方货品池,覆盖超1亿商品

 

在直播盛典上,淘宝直播宣布向所有主播开放官方货品池,覆盖至少1亿件来自淘宝天猫平台的商品。同时,《淘宝直播2021年度报告》显示,过去一年淘宝上诞生了近1000个成交突破1亿元的直播间,90%的新品牌都已在淘宝直播间开播,这些新品牌的成交增幅达329%。阿里巴巴副总裁、淘宝直播负责人玄德表示,今年,淘宝直播还将升级对主播的各项服务,主播、机构的账期将由原来的45天缩短至15天左右。

 

饿了么与10家品牌达成合作

 

饿了么微博宣布与杨国福麻辣烫、张亮麻辣烫、陶陶居、外婆家10家餐饮、生活服务品牌达成合作。这10家品牌共计近2万家门店将陆续上线饿了么。饿了么将与这些品牌在数字化门店、数智中台、会员等方面展开深度合作。

 

三、服务机构

 

汇量科技全资收购热云数据

 

技术服务平台汇量科技Mobvista宣布将全资收购热云数据,总交易对价超过15亿元(含现金及股票)。收购完成后,热云数据将作为汇量科技旗下全资子公司保持独立品牌和运营。

 

四、案例

 

方太《重构厨房想象》,一个不一样的未来厨房

 

胜加再次与方太合作,推出广告片,片中出现在智能科技设备领域的远程操控、语音识别、智能开关、一键共享等功能,被方太巧妙的融入厨房的每个角落后。


 

日本魔性驱蚊器广告,蚊子都被笑飞了

 

近日,日本驱蚊器品牌Earth发布了一支魔性广告,邀请到两位日本著名的动漫声优“梅原裕一郎与杉田智”出演两台驱蚊器,用超搞笑的方式演绎Earth驱蚊器如何赶走蚊子。


 

五、趋势洞察

 

群邑:2021年语音搜索报告

 

2020年,印度有5.74亿活跃互联网用户,几乎所有网民都在使用手机,2020年在移动设备上进行语音搜索的用户比例增长了270%。

 

一般来说, 6/10的用户在手机上使用谷歌语音助理。多语种印度人通常发现声音比打字更容易、更快。

4/10的用户对语音功能感兴趣,这帮助他们更方便地使用最喜欢的应用程序。

 

对于年轻人来说,使用语音助理是一种生活方式,尤其是获取娱乐和信息。

 

六、海外

 

WARC全球广告趋势:电子商务广告增长、44%的品牌希望增加在TikTok上的支出

  

WARC Data, an international marketing intelligence service, has today published its Global Advertising Trends report: COVID-19 One Year On.  

 

The consumer move to digital media has accelerated in the past 12 months. The report outlines the new, long-term shifts in eCommerce, social media, online video and gaming for both brands and consumers.

 

Last year, $900bn (£648.41bn) more was spent at online retailers, with major players like Amazon leading the way. Data from Earnest Research show 59 per cent of new COVID-19 Amazon customers were still buying with the company at the end of 2020.

 

As a result, brands are now investing more in e-commerce advertising, which grew far ahead of the wider online ad market last year.

 

TikTok was the social winner of 2020, with user activity doubling and brands now upping their investment. The platform appears to be overtaking social media giant Facebook - a WARC survey of 1,000 marketers show that 44 per cent of brands expect to increase spend on TikTok this year, ahead of Facebook's 39 per cent.

 

Online video is eroding linear TV advertising, which has fallen an estimated $34bn (£24.48bn). Digital platforms like YouTube are becoming more popular, with audiences now watching over 20 hours of mobile content each month, according to App Annie.

 

苹果隐私权举措将有助于其自身的广告业务


Apple’s new privacy restrictions in iOS 14 could give its own small but growing ad business an edge over rivals, The Wall Street Journal reports. For one thing, advertisers targeting iPhone users will get more data about ad performance and user behavior if they buy Apple’s ad space than if they buy through third parties. And on the measurement side, advertisers that buy through Apple’s ad network will get granular results in near real time, as opposed to advertisers who buy ads through third-party platforms. In the latter case, advertisers will have to wait additional days to see insights  and they’ll still only get aggregate information, like the total number of users who took an action after an ad was displayed. An Apple spokesperson told the Journal that the company doesn’t advantage its own products and that the data restrictions for third-party platforms are necessary, because some advertisers can use that info to circumvent Apple’s privacy rules and track individual users. You could also argue that Apple search ads are technically first-party since Apple owns the App Store. According to Apple, its own ad products can’t be exploited by workarounds because advertisers on its platforms can only target large groups of people. Perhaps, but some see Apple’s moves as not-so-borderline anticompetitive.

 

在IDFA,Google不支持第三方Cookie后,品牌如何通过广告吸引特定受众

 

Addressability – how brands can reach specific audiences through advertising – is in the spotlight, as legal frameworks (GPDR, CCPA) and privacy initiatives (Google no longer supporting third-party cookies, Apple depreciating IDFAs) impact user-level targeting.

 

On top of this, the consumer media landscape is now more fragmented than ever, with brands needing to advertise on the web, on mobile, on TV, on CTV, etc., to reach a mass audience.

 

These trends are leading to the rise of identity solutions which aim to help make audiences addressable across environments. There are now identifiers in the market from The Trade Desk, LiveRamp, ID5, BritePool and others. All have the same goal of helping advertisers better understand their unique audiences no matter where they are consuming media.

 

This identifier proliferation, however, puts publishers – especially app publishers and developers – in a bind. Mobile apps may be more popular than linear TV, but if in-app inventory is not addressable, then marketers are less likely to advertise there. Supporting multiple identifiers may be a technical headache for app publishers, but it’s now necessary, especially with Apple’s enforcement of App Tracking Transparency (ATT).

 

The Current State of Identifiers

 

The consumer journey is increasingly fragmented across environments, so advertisers need a solution capable of providing them with an omnichannel view. Many vendors have rushed to fill this void by offering their own identifier. Yet, the identity solutions market remains quite nascent, with no single offering claiming a majority of market share.

 

Google和Facebook无法删除虚假广告

 

Google and Facebook are failing to take action to remove online scam adverts even after fraud victims report them, consumer watchdog Which? has revealed.

 

An online survey of 2,000 UK adults found that a third (34 per cent) of victims that reported a scam on Google said the advert was not taken down, while a quarter (26 per cent) of Facebook users who reported a scam claimed the advert was not removed by the social media site.

 

The survey also highlighted low levels of engagement with the scam reporting process. Two in five (43 per cent) of scam victims said they did not report the scam to the platform hosting it.

 

On Facebook, the main reason for not reporting was that victims doubted anything would be done about it- this was the response from nearly a third (32 per cent) of victims. Whereas for Google, a third (32 per cent) responded that the biggest reason for not reporting a scam was that they didn't know how to do so.

 

Another issue identified by the victims Which? spoke to is that even if fake and fraudulent adverts are successfully taken down they often pop up again under different names.

 

Pinterest与Shopify扩大合作伙伴关系

  

Pinterest is expanding its partnership with entrepreneurship company Shopify to 27 new countries to boost social commerce globally.

 

The Shopify Pinterest channel now includes countries such as Australia, Austria, Brazil, France, Germany, Italy, Spain, Switzerland, and the UK.

 

Through Pinterest's shoppable 'Product Pins' feature, more than 1.7m Shopify merchants around the world have an easy way to bring their products to the platform and be discovered by consumers.

 

Merchants advertising on Pinterest through Shopify will also have access to Dynamic Retargeting for the first time, allowing merchants to re-engage with consumers who have already expressed an interest in their products on the site.

 

Another feature being introduced is multi-feed support for Catalogues. Shopify merchants as well as any retailer with a Pinterest business account are now able to add up to 20 product feeds to their account, each indicating specific local data such as a currency, language or product availability. This not only allows businesses to upload a specific feed for each market they sell products in but also to upload feeds to serve different advertising strategies such as prospecting or retargeting.

整理自互联网

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