每日监测

Morketing·每日监测10.20:Spotify将推动欧洲、澳大利亚等广告业务;三顿半请贾樟柯拍广告;阿迪达斯因虚假宣传被罚

Rita Zeng  · 2021-10-20 07:13

【摘要】 每日营销资讯

一、品牌

 

阿迪达斯因虚假宣传被罚

 

天眼查App显示,近日,阿迪达斯(中国)有限公司因对商品或者服务作虚假或者引人误解的宣传被罚款4.5万元,处罚单位为上海市徐汇区市场监督管理局,处罚依据为《中华人民共和国消费者权益保护法》第五十六条。值得一提的是,此前该公司曾因生产、销售以不合格产品冒充合格产品被罚款超8000元。

 

Tiffany将培养年轻创意团队

 

在新东家LVMH的领导下,美国奢侈珠宝品牌Tiffany创意部门将引进贫困的年轻人,以开拓视野,更好地了解年轻市场。Tiffany创意总监Ruba Abu-Nimah表示,该项目已经启动,本月底将有许多从未涉及过创意业务的新人加入集团创意部门,她对此感到期待。

 

淘宝女装日禾戎美即将登陆创业板 去年净赚1.6亿

 

据时尚商业快讯,经过15个月的等待后,淘宝女装店日禾戎美于10月14日正式开启申购,计划登陆创业板,发行价为每股33.16元。数据显示,该淘宝女装去年收入为8.5亿元,净利润录得1.6亿元,再创新高。

 

老板电器:第三季度归母净利润为5.52亿元,同比增长8.14%

 

老板电器公告称,2021年第三季度营收27.45亿元,同比增长13.65%;归母净利润为5.52亿元,同比增长8.14%。

 

二、互联网平台

 

Spotify拟推动欧洲、澳大利亚和加拿大广告业务

 

Spotify正计划招聘数百名员工,以提高其在欧洲和其他地区的广告业务,公司希望从这些无需支付月费、但占其用户基础大部分的客户那里增加收入。Spotify广告业务负责人Lee Brown在接受采访时表示,其正在欧洲、澳大利亚和加拿大增加超过 70% 的广告业务营销人员。

 

字节跳动回应“商业化团队撤城裁员”:裁员属实,正常业务调整


有媒体报道称,去年年底开始,字节跳动对商业化团队进行了一系列组织架构、业务范围调整。有字节员工在职场APP平台发布消息称,公司商业化团队正在调整中,“温州都裁完了”,有字节员工称“各大直营中心和呼叫都要裁30%-70%”。字节跳动hr相关负责人表示,裁员信息属实,系公司正常业务调整。

 

Facebook未来5年欧盟新招1万员工,全力扩展元宇宙业务

 

10 月 18 日消息,Facebook 计划未来五年内在欧盟创造 1 万个工作岗位,以推动建设“元宇宙”。Facebook 周日表示,将在欧盟各国雇佣技术精湛的工程师。该公司将招聘活动的重点放在德国、法国、意大利、西班牙、波兰、荷兰和爱尔兰。

 

Facebook测试新选项,可将该平台的帖子交叉发布到Instagram上

 

据外媒 TechCrunch 报道,Facebook 已经允许用户将他们的 Instagram Stories 和 Reels 交叉发布到 Facebook。现在,该公司正在测试一项新功能,允许用户将包括照片或视频的 Facebook 更新内容交叉发布到 Instagram 上。

 

工信部谈App治理:已基本解决开屏弹窗关不掉、乱跳转问题


国务院新闻办举行了前三季度工业和信息化发展情况新闻发布会。工业和信息化部新闻发言人、信息通信管理局局长赵志国表示,整治开屏弹窗信息,对开屏弹窗信息“关不掉”“乱跳转”,用户一直反映强烈,经过半年多的重点整治,主要互联网企业开屏信息“关不掉”基本解决,早期比例还是比较高,现在已经趋零,这个问题基本得到了解决。还有一个现象就是“乱跳转”,误导用户的发现率也是大幅下降,目前统计下降到1%。

 

三、案例

 

奥利奥与周杰伦玩转国风「笑奥天下」

 

近期,他与奥利奥推出的全新国风大片再度点燃大众的国风魂,在谱写神秘国风新旋律的同时,也为人们带来一场绝妙的视觉盛宴。

 


三顿半:贾樟柯拍广告,被客户不断要求修改

 

双十一预热期间,为宣传品牌产品超级桶,三顿半决定邀请导演贾樟柯拍摄一支产品广告片,谁知过程中发生了一些不愉快。

 

 

四、趋势洞察

 

IAB:2021年欧洲广告程序化购买稳定增长

 

IAB发布了“2021年欧洲广告程序化购买报告”。2021年对广告程序化购买的态度突出了以下主要趋势:

 

尽管全球大流行,广告程序化购买投资仍然相当稳定。视频广告程序化购买也在增长。代理机构和广告主越来越多地采用行业标准,如App ads.txt、Sellers.json、bullers.json、Supply Path Object、Demand Path Object。

 

在其他形式的投资方面,联网电视是先行者。2021年,19%的广告主将其广告程序化购买预算的21%-40%分配给了CTV。因此,IAB在今年的报告中加入了更详细的CTV部分。在2020年出现一些下降后,内部再次成为一个关键趋势。2021年,50%的广告主有广告程序化购买交易的内部模式,2020年这一比例为20%。这主要是因为企业希望加强对运营的控制、第一方数据管理以及提高广告的透明度。

 

商务部:重点研制直播电商等新兴服务业标准

 

近日,中共中央、国务院印发了《国家标准化发展纲要》。其中特别提出要推进服务业标准化、品牌化建设,健全服务业标准。加大新业态新模式标准研制力度,促进新兴服务业有序发展。重点研制直播电商、社交电商等标准,完善电子商务公共服务标准体系。

 

五、海外

 

Google 搜索页面即将发生变化?

 

Change is afoot for the Google Search page and user experience. In a blog post last week, Google announced it would bring continuous scrolling to mobile search results. This format is “more seamless and intuitive” for users, wrote Niru Anand, a Google Search product manager. The feed-ification of the mobile internet cannot be stopped. Google is also slowly rolling out search features called “Things to Consider,” “Refine this Search” and “Broaden this Search.” These tools direct users to the correct path for searches that can be interpreted in many ways, according to Search Engine Roundtable. As part of these changes, the search feed is becoming more visual. Google will even prompt users to refine questions based on images. These capabilities – what Google calls its Multitask Unified Model, or MUM – will be important commerce drivers, too, as the search algo adapts to online shopping patterns. Speaking of shopping patterns, one of the first examples of the tech is for people to use an image of a fashion pattern to see all the products with that same design available to buy on Google Shopping.

 

道琼斯扩大了 Twitter 广告收入分成协议?

 

From 2019 through 2021, Dow Jones has recorded a more than 100% increase in revenue and a nearly 1,000% increase in organic views on The Wall Street Journal’s content on Twitter, according to Sarah Rosen, Twitter’s head of US entertainment and news partnerships. Dow Jones and Twitter declined to provide specific revenue and viewership figures, and it is unclear how meaningful the Twitter revenue is to Dow Jones’ overall business. Stoneman confirmed the companies are sharing the revenue but would not say how it is split. A Dow Jones spokesperson said the company’s Amplify deal is profitable.

 

Publishers can monetize content on Twitter through the platform’s pre-roll ad program called Twitter Amplify Sponsorships. Revenue for the news category within Amplify Sponsorships is up over 60% year-over-year. Amplify Sponsorships enable advertisers to buy ads against a set of content posted to Twitter by a publisher like Dow Jones; the ads can be purchased directly from the publisher or from Twitter. That content can include videos, Twitter polls, Twitter Moments (curated collections of tweets about a topic or event), live streams or Spaces (Twitter’s live audio product).

 

大众、百威英博和高露洁预测 CTV 广告购买量将大幅上升

 

Marketers from Volkswagen of America, Anheuser-Busch InBev and Colgate-Palmolive agree that the majority of TV ad spend will occur programmatically via connected TV within three years.

 

Kargo Global 以 6400 万美元收购了广告公司 StitcherAds

 

Kargo Global has acquired the online retail advertising company StitcherAds for $64 million. StitcherAds, an Irish startup, specializes in selling on social platforms, including Facebook, Instagram, Snapchat and TikTok, whereas Kargo’s main business is placing ads on the mobile web or within a network of app publishers. “We realized we were only satisfying a small part of the total need of our retail clients,” Kargo founder and CEO Harry Kargman told The Wall Street Journal. Although Kargo missed a big wave of mobile companies recently hitting the public market – AppLovin and ironSource come to mind – Kargman says this deal sets the company up for a potential IPO in the next few years. And because Kargo didn’t ring the bell at the stock exchange this year, the company still needs to keep pace with the consolidation among mobile ad tech players. The StitcherAds deal is Kargo’s second acquisition ever, following last year’s purchase of social embed tracker Rhombus. But Stitcher is a larger takeover, adding 120 people to a company of 225.

整理自互联网

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