每日监测

Morketing每日监测3.19:椰树牌椰汁部分版本广告停播;今日头条版本更新小程序超级入口出现;纪梵希官宣易烊千玺为中国区品牌代言人;

Rita Zeng  · 2019-03-19 07:45

【摘要】 每日营销资讯

1、国家广电总局:立即停播“椰树牌椰汁”等部分版本广告

 

广电总局决定,自即日起,各级广播电视播出机构立即停止播出相关版本的“椰树牌椰汁”“力补金秋胶囊”和“强身牌四子填精胶囊”广告,并举一反三,全面清查所有在播和拟播广告,严把导向关,凡存在类似违规问题的,一律禁止播出,坚决杜绝此类违规问题。

 

2、亚马逊把购物弹窗做进手机应用,推荐的还是自有品牌

 

《华尔街日报》消息,亚马逊正在手机应用上测试一种类似“弹窗广告”的功能,会在第三方商家的产品页面用弹窗的形式推荐自营品牌或更低价的商品。例如在劲量(Energizer)电池的产品页面中,会出现更便宜的亚马逊自由品牌 AmazonBasics 的 7 号电池弹窗提醒。

 

3、欧盟可能本周对 Google 实行反垄断罚款

 

这是谷歌在欧盟面临的第三次罚款了。2017 年 6 月,由于 Google 在搜索结果中偏向 Google Shopping ,当时欧盟对谷歌处以 24.2亿欧元的罚款。2018 年 7 月,欧盟又由于谷歌的主导地位,认为它限制了Android 设备厂商和移动运营商。

 

4、今日头条版本更新,小程序超级入口出现

 

今日头条App今日更新,底部导航栏的中心位置出现核心功能“常用”。进入“常用”出现头条小程序和用户的常用功能。这个页面可以上拉,形成全屏页面。头条“常用”支持长按删除,上滑翻页等操作,和被称为“小程序桌面”的微信“二楼”如出一辙。不同的是,“常用”除了小程序外,还集合了用户常用的功能,例如“扫一扫”“消息通知”等。

 

5、谷歌周二或推游戏流媒体服务

 

谷歌准备周二在旧金山举行的游戏开发者大会(GDC)上展示其对“游戏发展未来”的愿景,很可能包括Project Stream游戏流媒体服务的商业化,以及传闻中Yeti游戏机的推出。谷歌已经通过Project Stream展示了它的工作原理,该服务可以让人们在Chromebook的Chrome浏览器中在线玩《刺客信条:奥德赛》游戏。

 

6、雷霆敲定最后一份胸前广告,NBA球衣试验计划年入1.5亿美元

 

最近,雷霆队与Love’s Travel Stops&Country Stores公司,刚刚签下一份为期四年的球衣广告合同,截止至2023年。当天,新赞助商在对阵勇士的比赛中首次公开亮相。

 

据SportsPro报道,这是一份价值不菲的商业合约,四年价值达到4000万美元。年均球衣广告收入1000万美元,这个数字可以排在联盟前10位。

 

7、阅文集团2018年营收50.4亿元,高于市场预估

 

阅文集团发布2018年全年业绩公告,2018年阅文集团全年营收50.4亿元,同比增长23%,高于市场预估的48.2亿元;净利润9.106亿元,同比增长63.7%,调整后净利润9.005亿元,同比增长24.8%。在线业务营收38.3亿元。阅文在线阅读月度活跃用户突破2.14亿户,同比增长11.5%。内容平台有770万位作家和1120万部作品。

 

8、美团、饿了么回应“偷听”:无端猜测,该行为并不存在

 

有媒体报道,通过模拟使用场景,对安卓手机、iPhone和iPad上的饿了么和美团外卖进行多轮测试后发现,谈话提及某种食物后,出现相关推荐的概率高达60%-70%。对此,美团方面称,上述“偷听”行为并不存在,饿了么方面表示,所谓“监听用户日常对话并做信息分析”,是一种无端猜测,饿了么既没有做类似的产品设置,也不具备相关技术条件。

 

9、VIPKID回应迪士尼中国声明:相关活动获迪士尼工作人员支持

 

针对迪士尼中国今日发布声明否认与VIPKID合作,VIPKID发布声明列举多项与迪士尼合作的活动,包括在美国加州迪士尼乐园、奥兰多迪士尼世界总计拍摄2季共16集的少儿英文教学内容;在上海迪士尼酒店和北京举办“世界大课堂”发布会;“VIPKID世界大课堂寻梦之旅”落地奥兰多迪士尼世界;多方联合发起“世界大课堂——加州迪士尼过大年”活动。

 

10、纪梵希官宣,易烊千玺为中国区品牌代言人

 

3月18日,纪梵希美妆(GIVENCHY)于官方微博再次宣布易烊千玺成为中国区品牌代言人。

 

从没有考察期便直接官宣易烊千玺为纪梵希彩妆代言人,而后又在不到五个月的时间里再次升级他成为纪梵希美妆品牌代言人。如此紧密的合作,足以证明双方之间的超高认可度。


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11、商务部:2019年要改革完善跨境电商等新业态扶持政策

 

商务部部长助理任鸿斌在全国进出口工作会议上对今年外贸重点工作进行了部署。2019年,稳步推进贸易强国建设,全力推动对外贸易稳中提质。求真务实,努力推动外贸高质量发展。进一步开拓多元化市场,优化国际市场布局。改革完善跨境电商等新业态扶持政策,积极培育贸易新业态新模式。

 

12、卢伟冰:Redmi独立后不止做千元机,也做高端旗舰机

 

小米集团公司副总裁兼红米Redmi品牌总经理卢伟冰发布Redmi品牌独立宣言称,“Redmi继承了小米和红米的过去,要把高品质和极致性价比进行到底!Redmi不止要做千元机,也要做高端旗舰手机,甚至是任何高品质和极致性价比的产品。”

 

13、米其林宣布将与京东进行合作

 

米其林已与京东达成合作,从今年3月起,以京东自营或其他以京东名义销售的米其林产品,由米其林直接供应。米其林中国相关人士表示,公司确实已经与京东达成合作,“未来两天应该就会对外发布,具体细节目前不方便透露。”

 

14、安居客签约全新品牌代言人沈腾,将全面进行品牌升级

 

3月18日,房产信息服务平台安居客宣布,签约全新品牌代言人沈腾,同时将全面进行品牌升级。安居客方面表示,其日均服务3000万找房用户,在全国覆盖640个城市及区域、5万个经纪品牌及130万经纪人、9万开发商项目公司和超过20万置业顾问,日均在线千万租售房源量。2019年,安居客目标市场将不断扩容,覆盖城市、乡镇的市场范围。

 

15、有啤酒肚并不是啤酒的错,至少不是这款啤酒

 

近日,MillerCoors旗下子公司的Saint Archer Brewing Co.推出一款以“低热量”、“低碳水化合物”为特色,名为Saint Archer Gold的全新产品,并为其推出四支“蒙太奇式”全新广告片。

 

 

16、“城市罐”又来了,可口可乐在包装营销上还能玩什么花样?

 

和之前玩网络流行梗的包装不同,城市罐想要抓住的,其实是更为群体化的情绪——对一座城市的感情。

 

最近可口可乐推出了“城市美食罐”,有包括北京、上海、广州、深圳、杭州、南京、呼和浩特、南昌、海口、哈尔滨等在内的30套全新包装。


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17、字节跳动收购三七互娱旗下子公司上海墨鹍数码科技


墨鹍数码科技是一家游戏研发公司,上线过《全名无双》、择天记等游戏。三七互娱曾在业绩报告中表示,受版号限制影响,墨鹍业绩未达预期,拖累整个公司的利润。抖音还在今年 2 月上线了小游戏“音跃球球”。


18、为什么Netflix会推出流媒体广告服务?

 

Scale

 

The whole point of ad marketplaces is scale. What's the most valuable linear television market, year in and year out? The Super Bowl – primarily because it is far and away the largest audience available.

Netflix already has massive scale in its paid service. The value to advertisers would be in a massively scaled, ad-supported service. The only reason for Netflix to consider an ad-supported service is as a preview or trial for a fully paid service.

 

This would mean that the ad-supported service would always be scale-challenged by design. But if it's scale challenged, then it will always be less appealing to advertisers.

 

Product philosophy

 

Netflix has spent more than a decade acquiring customers who are ready and willing to pay for an ad-free experience. Those customers have been educated and trained in the benefits of such a service. The philosophy of content on demand – getting what you want, when and where you want it – is a core principle. Can you imagine the potential customer revulsion if Netflix injected ads at this point? The same could be said of its employees, many of whom have largely bought into the product philosophy.

 

19、利用RTB,通过个性化来吸引、培养和提高转化率

 

With a history dating back 25 years, the banner display ad is not only the oldest digital advertising platform: it’s also the most valuable — albeit misunderstood. When leveraged correctly and applied within the context of the appropriate metrics, RTB display is a powerful tool that can fuel impactful and profitable digital campaigns through personalization, acting as a valuable supplement to all other platforms.

 

Metrics that matter

 

In life and digital marketing, it’s all about the journey – not the destination. When moving customers down the funnel, strategic advertisers know to focus on the metrics that truly matter, rather than merely generating clicks. Technology has evolved since the days of measuring click-through rates as an indicator of a display campaign’s effectiveness, rendering this line of thinking obsolete. Times have changed and it’s up to advertisers to pivot accordingly.

 

The fact of the matter is, click-through rates fail to take into account the full picture. The average person is served 1,700 banner ads per month, and only 8 percent of online users account for 85 percent of online clicks. In other words, if an advertiser is optimizing a campaign to clicks, he or she is only optimizing to that small minority group. View-through rates present a solution to this problem, painting a more comprehensive picture by giving credit where credit is due, attributing an action to an advertisement, no matter when the user visited the site. From there, advertisers can utilize cross-device attribution – tracking a user on their journey which may begin on one device and lead to conversion on another – by serving ads across multiple platforms and creating a seamless experience. By leveraging cross-device attribution, you can better understand the consumer journey and optimize to improve success.

 

20、零售商加速推动自有品牌

 

Spurred by the success of companies like Target, which has seen its store sales rise as it increases its assortment of private-label products, more big-box retailers are accelerating their private-label push, launching brands in multiple, wide-ranging categories.

 

But there are still questions about whether these companies risk spreading themselves too thin and whether private label will be the panacea for declining store sales for some retailers.

 

Dick’s Sporting Goods and Kohl’s both announced on their most recent earnings calls plans to expand or add new private label lines this year. Bed Bath & Beyond launched what first-ever private-label home brand this week and said it will be launching six more lines in the next two years. At Bank of America Merrill Lynch’s Consumer Retail & Technology conference this week, Walmart chief financial officer Brett Biggs said that in grocery, private-label penetration has probably grown more than he ever thought it would in the U.S. as a whole.

 

21、NexTech AR推出新服务,允许广告主在Google上使用增强现实广告

 

Toronto-based technology company NexTech AR Solutions has launched a new service that will allow advertisers to develop 3D augmented reality ads for use on Google. The creative is compatible with the Google Ad Network and with Doubleclick, a Google subsidiary. Images depicted in the ads can be rotated, enlarged and clicked by the consumer when viewed via a web browser or mobile device. The firm recently debuted a similar system for Facebook advertising.

 

22、亚马逊希望吸引中小商户

 

Amazon is targeting lower-income customers.

 

The company is in talks with EBT app startup Propel on future collaboration, according to Propel CEO Jimmy Chen. It’s also running a discounted $5.99 per month Prime program for customers on government benefits and, last year, added Medicaid recipients to the program.

 

Amazon has also rolled out other product features like a bargain section on its site, and opportunities to top up Amazon accounts using cash at retail store hubs as a strategy to grow its reach among a market that’s traditionally shopped at big-box discount chains or dollar stores.

 

The efforts are part of a larger move to diversify Prime membership beyond higher-income groups — and also dent the influence and effect of big-box everyday chains like Walmart.

 

The company also created other features like delivery pickup points to serve customers who have difficulty accepting packages. Amazon is also part of a yet-to-be-launched USDA pilot, which will allow SNAP recipients to use EBT cards to make online purchases at participating retailers.

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