每日监测

Morketing每日监测 3.4:TikTok推广广告投放总量急剧下降;宝洁进化论:大品牌失灵时代,用户到底在追随什么;2019美国风投公司走向“小而美”

Morketing  · 2019-03-04 08:09

【摘要】 每日资讯早知道

1、TikTok推广广告投放总量急剧下降

 

智线旗下的数据分析平台 SocialPeta 导出的移动应用类广告主在 Facebook 渠道上投放广告的近半年以及 3 个月的榜单中,《Tik Tok》排名下滑极为明显,并在近两个月的榜单中跌落到 Top10 以外。同时从第 2 张图《Tik Tok》近半年的渠道投放趋势也不难看出,整体处于下滑的趋势,特别是进入到 2018 年第 4 季度以来更是明显下滑。

 

2、宝洁进化论:大品牌失灵时代,用户到底在追随什么

 

我们谈品牌增长,有一个现成的理论,叫做HBG(How  brands Grow),它是由一个叫Byron Sharp的大学教授提出来的,该理论在营销界相当于圣经的地位。该理论主要揭示了用户购买和销售增长的模式,主要包括如下3点:


渗透率(Penetration)

被想得起(Mental availability)

买得到(Fiscal availability)


Sharp教授对品牌主的建议是,你要争取做一个大品牌,大品牌有很多用户。你要不断地增长你的用户,你才能够成长。你要尽量使用大媒体,因为大媒体能让消费者想得起你。然后要进入大渠道,因为大渠道才能让消费者买得到你。这三件事乘起来就等于你的市场占有率。、

 

今天最稀缺的不再是品质、信息、便利,而是个性化的内容和体验,“小而美”在颠覆大品牌,社交媒体在颠覆大媒体,新零售在颠覆大渠道。

 

3、科创板开闸,2+6规则落地并实施

 

上海证券交易所3月2日凌晨正式发布实施设立科创板并试点注册制相关业务规则和配套指引。

相关业务规则明确了科创板上市条件:一是符合中国证监会规定的发行条件;二是发行后股本总额不低于人民币3000万元;三是公开发行的股份达到公司股份总数的25%以上;公司股本总额超过人民币4亿元的,公开发行股份的比例为10%以上;四是市值及财务指标符合规则规定的标准;五是上交所规定的其他上市条件。

 

4、华为:孟晚舟没有任何不当行为 对加拿大启动引渡程序感到失望


3月2日,华为发布《关于加拿大签发授权推进令、启动引渡程序的律师声明》表示:美国的指控是出于政治动机,美国总统多次表示,如孟女士案有助于美国与中国达成贸易协议,他会对此案进行干预。加拿大司法部长仍然决定签发授权推进令,我们对此感到失望。美国指控的行为在加拿大根本不构成犯罪,加司法部长签发授权推进令,完全不符合“双重犯罪”基本引渡原则。孟女士没有任何不当行为,美国对她的起诉与引渡是对司法程序的滥用。

 

5、美国打车公司Lyft申请IPO:最高融资额1亿美元

 

北京时间3月2日凌晨消息,美国网约车公司Lyft今日向美国证券交易委员会(SEC)提交了IPO(首次公开招股)上市申请文件。这份招股书文件显示,该公司拟在纳斯达克全球精选市场IPO上市,股票代码为“LYFT”,最高融资额为1亿美元,但股票发行数量和IPO价格区间尚未披露。

 

6、京东集团:关注数字化升级和三四线市场拓展

 

对于2019年京东的发展目标,京东集团表示,将重点关注三个方向,即拓展三四线市场,力促企业数字化升级以及开发线下业务。

 

除科技赋能外,互联网人口红利式微的当下,拼购模式成为电商突围的又一利器。京东2018年对公司架构进行全面升级,新设拼购业务部,提升社交电商战略地位。截至2018年年底,京东拼购商家总数已达到13.5万家,覆盖了所有零售品类。

 

7、GroupM:2019年全球广告预测报告

 

群邑本周发布了最新的2018和2019年度广告投资预测报告。报告将2018年广告投资增长预期从之前预测的4.5%小幅下调至4.3%。2019年的增长预期从年中预测的3.9%下调为3.6%,新增广告投资总额预计达到190亿美元(之前的预测为230亿美元)[近期美元对几乎所有其他货币都有所升值,也影响了这一数值] 。

 

8、耐克:不安分的女生到底能多精彩?

 

2月21日起,耐克陆续发布了女性主题海报和视频,讲述了5位“不管分寸”女生的故事,并开启#Just Do It 女生运动节#。


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9、WPP发布第四季度财报:有进步也有阵痛

 

After two years of stock declines, WPP is finally inching toward progress.

The holding company on Friday reported revenue was down 1.3% in 2018 to $2 billion and billings up 0.4% to $7.4 billion, at the upper end of guidance set in October. Shares jumped 8% upon the news.

But work remains to be done at WPP, which is still feeling the pain from losing major accounts last year, including Ford, PepsiCo and American Express.

“2019 will be challenging due to the clients we lost in 2018,” CEO Mark Read told investors on the earnings call. “It takes some time for that to cycle through.”

 

10、尼尔森加速云及AI应用

 

Revenue for Nielsen’s Watch segment decreased 3.5% to $881 million in Q4, while Buy segment revenue declined 8.4% to $777 million. But freshly minted CEO David Kenny has a plan.

Kenny, who joined Nielsen from IBM Watson in November 2018, wants to bring Nielsen’s technology to the cloud and to simplify its organization within two core platforms.

Going forward, Watch will be called Nielsen Global Media and include Nielsen’s audience measurement, planning and optimization offerings, while Buy will become Nielsen Global Connect and house measurement, prediction and activation tools for retailers.

 

11、Instagram 开始为长视频招募创作者

 

Instagram will fund creators to make content for IGTV, its bet on long-form video that hasn’t picked up much traction with users. Despite an extravagant launch last year, many influencers aren’t using IGTV, according to The Hollywood Reporter. But the platform is adjusting. Content discovery in the core app is easier than it was, and IGTV has a personalized feed in the Explore tab. "It's hard to appreciate how big of a bet this is, and how much of a brand new ecosystem we're trying to establish," says Ashley Yuki, head of interests product at Instagram. 

 

12、Youtube关闭儿童视频评论

 

YouTube正在采取相关行动,以防止该平台上的恋童癖评论对用户造成困扰。在过去的一周里,该公司已禁用了对其中包含幼儿的视频发表评论,并计划在未来几个月里扩大这一行动的范围,既针对幼儿视频,也针对那些“可能有引发掠夺性行为风险”的较大孩子的视频。

 

13、亚马逊扩大赞助广告范畴

 

Amazon is expanding its Sponsored Products advertising format to AmazonFresh brands. The company began notifying partners Thursday.

What it means. That means brands can add their ASINs (Amazon’s version of a product identifier code) with AmazonFresh offers to any new or existing Sponsored Products campaign.

Sponsored Products show up in search results pages as well as related product detail pages, sold on a cost-per-click basis just like Shopping campaigns on Bing and Google.

 

14、2019美国风投公司走向“小而美”

 

Over the past year, we’ve written a lot about the rise of supergiant venture capital funds. Ever since the rollout of the $100 billion SoftBank Vision Fund, established VCs have been outdoing each other to raise ever-bigger funds.

 

But let’s not write the epitaph on smaller funds. U.S. venture fundraising data for 2019 reveals a lot of smaller, more focused funds closing on capital. Newcomers are rolling out fresh early-stage funds, and even established VCs are opting in many cases to keep fund size constant or even a bit smaller.

 

The influx of small and mid-sized funds serves as a reminder that supergiant funds are somewhat of an aberration for the venture capital industry. While VCs compete to back massively scalable startups, the common wisdom is the venture capital industry itself does not scale especially well. Adding more capital to the pot, the thinking goes, likely does more to inflate valuations than foster great companies.


Morketing整理自互联网

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