每日监测

Morketing每日监测11.24:字节跳动今年上半年广告营收约1150亿元;快手三季度线上营销服务收入109亿元;Twitter做直播带货

Rita Zeng  · 2021-11-24 08:18

【摘要】 每日营销资讯

一、品牌


Tims 咖啡:官宣代言人杨洋


11 月 20 日,Tims 咖啡官宣杨洋成为品牌代言人,宣布将与其携手坚守初心,热忱前行,传递抵御寒冬的温暖与美好。


WechatIMG13004.jpeg


彩妆品牌Ladurée倒闭


彩妆品牌Les Merveilleuses Ladurée近期发布公告称,品牌旗下所有产品将从12月19日起停止销售,官网在12月31日正式关闭。作为Ladurée在华合作伙伴的颖通集团也确认了这一消息,在声明中表示,Ladurée全球范围内的各类销售渠道将逐一关闭。


小鹏汽车:三季度营收57.2亿元,同比增长187.4%


小鹏汽车发布2021年第三季度财报。财报显示,该季度小鹏汽车营收57.2亿元,同比增长187.4%,市场预期52亿元;净亏损15.9亿元,上年同期净亏损11.5亿元,市场预期净亏损11.77亿元。小鹏汽车预计第四季度收入为71亿至75亿元人民币。


高通:骁龙将成为独立的产品品牌


据“Qualcomm中国”微信公众号消息,高通宣布,骁龙将成为独立的产品品牌并将改变品牌标志及产品标识。骁龙技术峰会将于12月1日(太平洋时间11月30日)举办,届时将发布新一代骁龙平台。


二、互联网平台


字节跳动2021广告收入:上半年双位数增长,第三季度陷入停滞


字节跳动今年上半年完成广告营收约1150亿元人民币,实现双位数增长,接近完成原计划目标。进入今年第三季度,字跳广告收入增速明显下滑。得益于抖音电商今年的高速发展,在游戏行业广告收入放缓、教育行业广告收入断崖式下跌等挑战性情况下,字节跳动广告营收今年第三季度的同比增速,相比其他互联网公司仍然略快。但也有知情人士称:“刨除电商业务的带动,字节跳动全年广告收入同比几乎没有增长。”


小米:三季度互联网服务收入为73亿元


小米发布2021年第三季度财报。财报显示,该季度小米营收780.6亿元,同比增长8.2%,市场预期774.63亿元。其中,智能手机业务收入478亿元,毛利率12.8%,同比增长4.4个百分点;IoT与生活消费产品业务收入达209亿元,同比增长15.5%;互联网服务收入为73亿元,再创单季度历史新高,同比增长27.1%;境外市场收入为409亿元,在总收入中占比52.4%。


快手:三季度线上营销服务收入109亿元


快手发布2021年第三季度财报。财报显示,该季度快手实现营收205亿元,同比增33.4%,市场预期201亿元;净亏损70.9亿元,市场预期净亏损86.27亿元。其中线上营销服务收入109亿元,同比增长76.5%;直播收入77亿元,环比增长7.4%;其他服务收入19亿元,同比增长53%,其中电商交易额达1758亿元,同比增长86.1%。


BOSS直聘:三季度营收12.11亿元,同比增长105%


BOSS直聘发布第三季度财报。该季度实现营收12.11亿元,同比增长105%;调整后净利润3.85亿元,上年同期净利润5230万元。截至2021年9月30日止的12个月,BOSS直聘付费企业客户总数达到400万。BOSS直聘三季度平均MAU(月活跃用户数)为2880万,同比增长28.6%;DAU占MAU比例为27.5%,保持稳定。


消息称字节跳动将关闭印度在线教育业务SnapSolve


据外媒援引知情人士消息表示,字节跳动已通知其印度相关团队,将关闭公司在印度展开的在线教育业务。


Twitter也做直播带货了,沃尔玛是首个合作伙伴


据《TechCrunch》报道,Twitter 的电商战略目前已经进一步扩展至电商直播业务,而沃尔玛将成为该平台在这一版块上的最新合作伙伴。在过去的一年中,沃尔玛已经在「TikTok」以及「YouTube」上举办了多场直播活动,如今也将在 Twitter 的首场直播购物活动中登场。


三、服务机构


电通旗下安布思沛成为开云集团全球媒介合作伙伴


11月19日,法国奢侈品巨头开云集团宣布委任电通旗下安布思沛(iProspect)负责旗下所有品牌的全球媒介工作,包括巴黎世家、圣罗兰、葆蝶家、亚历山大麦昆、Brioni 和DoDo等在内的品牌所有端到端媒介策划和购买,整合品牌和效果营销。它涵盖其全球范围内42个拥有媒介业务的市场,其中包括中国市场。接管工作将于2022年第一季度逐步开展。


利欧股份:目前暂无法知晓参投企业TBCA投资于SpaceX的进度及安排


利欧股份回复深交所关注函:公司作为有限合伙人目前暂无法知晓后续投资进度、安排以及其他有限合伙人的出资时间、金额,最终能否完成对标的公司的投资存在不确定性,请广大投资者注意投资风险。此前,深交所上市公司管理二部向利欧股份下发关注函,要求说明参投企业TBCA的具体情况,并说明投资于SpaceX的具体安排及进展情况。


企业微信服务商“探马SCRM”获B+轮3000万美元融资


企业微信服务商“探马SCRM”宣布获得3000万美元B+轮融资,由钟鼎资本领投,老股东跟投。探马SCRM 创始人&CEO常丰峰表示,本轮融资将继续加大研发与服务投入


四、案例


蕉内×王者荣耀:这波跨界电竞营销很「稳」


随着“EDG夺冠”成为11月最佳热话,曾经的“玩物丧志”变成现在的全民狂欢,电竞已经是许多年轻人的一种生活方式。


在王者荣耀六周年之际,蕉内以#蕉你放松 满血进攻#为创意主题,首次与电竞游戏IP合作推出限定联名系列。



江小白十周年动画:居然敢说真的好喝


为江小白十周年特别产品大瓶金盖江小白——创意+制作的小动画。



五、趋势洞察


中央网信办:严把娱乐明星网上信息内容导向


中央网信办发布《关于进一步加强娱乐明星网上信息规范相关工作的通知》。《通知》从内容导向、信息呈现、账号管理、舆情机制等4个方面提出15项具体工作措施,力求有效规范娱乐明星网上信息。《通知》要求,严把娱乐明星网上信息内容导向,加强正面引导,建立负面清单;要求加强对明星、经纪公司、粉丝团、娱乐类公众账号、MCN机构等账号和主体的管理,从源头上规范娱乐明星网上信息,同时要求网站平台建立健全涉娱乐明星网上舆情监测、处置和引导机制。


Adobe:2021年假日购物季预测报告


Adobe发布了“2021年假日购物季预测”,其预计在线假日支出达到2070亿美元。随着在线消费持续上升,需求水平即将激增,在线零售假日季预计将首次突破2000亿美元。在季节性需求增加的情况下,预计短缺将持续,某些类别的短缺将比其他更严重。在整个2021年,缺货通知一直居高不下,在整个销售季仍将是一个挑战。


通货膨胀趋势和需求水平使消费者的季节性折扣变弱。早期折扣趋势将持续,但最强的折扣将在感恩节和网络星期一开始。


随着消费者解决运输和物流问题,便利回收的利用率将有所提高。便利回收将在假日达到高峰,并承诺在最后一分钟的假日购物冲刺中突破新的里程碑。


随着支持率的提高,BNPL的人气达到了新的高度。先买后付(BNPL)的普及度正在上升,并被用于较小的订单。随着假日季节的临近,预计使用量将增加。


Stirista:2021年品牌调查与研究报告


大多数B2B和B2C营销人员表示,他们的客户参与是由数据驱动的。同样,数据对于D2C品牌的成功也非常重要。Stirista的一份新报告着眼于数据对D2C战略的重要性以及品牌如何购买这些数据。


当接收调查的D2C品牌和其他受访者被要求以1-10分(10=极其重要)的等级评定数据使用对其品牌成功的重要性时,3/5的受访者(61%)将其评级在8-10分之间。而且,随着D2C品牌认识到数据的重要性,在未来12个月内,D2C品牌将专注于数据推动业务也就不足为奇了。许多人将使用诸如利用交易和行为数据进行个性化(46%)和分析来自外部来源的大数据以产生见解(39%)等策略。


该调查还询问了受访者,在寻找数据提供商时,营销人员和数据分析师应该注意什么。数据质量(64%)和提供商的声誉(60%)在大部分受访者中排名较高。当涉及到数据质量时,受访者在选择新的数据提供者时认为准确性(25%)、及时性(22%)和有效性(18%)在他们的决策过程中是最重要的。


六、海外


广告植入新模式?TikTok与BuzzFeed合作制作直播节目


BuzzFeed and TikTok signed a year-long deal in which BuzzFeed will premiere multiple live video series on the social media platform and TikTok will secure sponsors for the shows. The deal marks the first time TikTok is working with a media company to sell sponsorships against weekly live shows on the platform.


“I Made This” is the first series to come out of the deal. Coming from BuzzFeed’s cooking vertical Tasty, the eight-part series features live cooking videos for different events and holiday celebrations, such as Friendsgiving, a tailgate party, date night, Diwali and Hanukkah, and stars in-house and independent creators that BuzzFeed works with. The first episode aired on Nov. 3. Episodes will come out every Wednesday through Dec. 22 and stream live on Tasty’s TikTok account. BuzzFeed declined to share how many viewers tuned into the “I Made This” episodes that have aired so far.


To start, the shows will feature product placements for sponsors. The first sponsor is Cyetus, a home appliance brand that will appear in the show’s Thanksgiving episode. For now, TikTok is bringing brands it works with to the BuzzFeed livestream series, which opens BuzzFeed up to working with new clients. Cyetus, for example, is a brand that “we probably wouldn’t have worked with,” said Ken Blom, svp ad strategy and partnerships at BuzzFeed.


44% 的 CMO 计划在 2022 年将更多工作转移到内部


As Digiday reported last week, Procter & Gamble has moved to adjust its marketing with media planning for its personal health, baby care and fabric care brands now being handled in-house. Procter & Gamble is an early mover — as to be expected from the largest advertiser in the business — but it’s not alone in continuing to move various marketing capabilities in-house despite the pandemic. According to a new Forrester report, 77% of global organizations now have some form of in-house agency; that’s up from 68% in 2018.


Early on in the pandemic, it seemed that the movement toward in-housing would slow down or hit a stand still as marketers were focused on the immediate business needs of their various companies. Some even believed that external agencies would benefit from the constant shifts in budgets and the media mix as media agencies’ council and expertise was in constant need, explained Jay Pattisall, principal analyst at Forrester. While that was the case for some brands, that wasn’t at the “detriment or stall of the in-housing movement,” said Pattisall.


Marketers, agency execs and industry analysts say that while in-housing continued throughout the pandemic for some marketers, the conversation is starting to pick up again more broadly. Per Forrester research, 44% of CMOs say they plan to move more work in-house in 2022.


One big draw for marketers when it comes to in-housing media, in particular, is ownership over data and increased control of the marketing budget. “Marketers clearly understand the need for them to keep their data close so that they can continually test, learn and modify as quickly as possible,” said Nancy Hill, founder of Media Sherpas and former 4A’s president.


Hill added: “Everything was on the back burner during COVID. Nothing was normal about the past 20 months. There does seem to be more movement on a lot of initiatives that were tabled.” 


The renewed momentum for in-housing could make the difficult talent market that much more so as clients seek to poach agency talent. One ad executive noted that marketers are unwilling to pay agencies more to help them increase compensation for employees but are willing to poach talent and pay them substantially more than agencies.


It’s unclear how quickly marketers will move to in-house or how competitive the talent market may become in 2022.


Outbrain 将以 5500 万美元收购 Video Intelligence


Outbrain will acquire Video Intelligence, a contextual targeting startup focused on video and CTV, for $55 million. It’s Outbrain’s first big move since the content recommendation company IPO’d in July.


The deal makes sense. Web advertising isn’t dying, despite reports you may have heard. Then again, it’s also not in an impressive growth stage. Many publishers Outbrain works with are indexing more toward video and platforms, such as Rakuten TV, Pluto TV and Samsung TV Plus. These free, ad-supported video services have programmatic inventory that can be connected to ad IDs or contextual targeting data, Digiday reports.


Ad tech and digital marketing IPOs fared well this year, despite the ridiculous number of new bell-ringers. But Wall Street is a fickle lover, and the tide could will turn again. That’s partly why midsize companies like LiveRamp, DoubleVerify, Magnite, IAS, Tremor, Zeta Global and Criteo (to name just a few) have been avid acquirers. M&A is a way to capitalize on your cash on hand while simultaneously picking up a little more cred with investors.


Speaking of, CTV and ecommerce are two of the top categories investors want ad tech companies to move into. Shortly after Taboola went public this year, for instance, it acquired the ecommerce and affiliate marketing vendor Connexity for $800 million.

整理自互联网

已有0人收藏

+1

已有0人点赞

+1

发表评论

请先后参与评论

已有0
入驻
机构号