Morketing每日监测4.15:沃尔玛将收购Polymorph以壮大in-house广告技术;优酷会员牵手代言人易烊千玺;传立媒体赢得新西兰旅游局全球媒介业务;游明仁担任ADK大中华区首位CCO
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Morketing每日监测4.15:沃尔玛将收购Polymorph以壮大in-house广告技术;优酷会员牵手代言人易烊千玺;传立媒体赢得新西兰旅游局全球媒介业务;游明仁担任ADK大中华区首位CCO

【摘要】每日营销资讯

1.爱奇艺高级副总裁陈宏嘉谈品牌营销:回归跟随消费者变化的初心


4月12日,爱奇艺高级副总裁陈宏嘉受邀出席“第十八届中国广告与品牌大会”,现场分享了爱奇艺推动营销从广告直给,到实现消费者心理沟通效果变革的逻辑:“品牌营销回归初心,并非要改变广告营销投放方式,而是希望品牌有跟随消费者改变的心,只有如此才能真正走近、引领品牌的目标用户。”引起了台下近千名营销代表和广告主对营销投放的思考。


2.Facebook在俄罗斯遭遇罚款47美元


据路透社报道,Facebook在13日于俄罗斯遭遇罚款47美元,原因是未能告知俄罗斯监管部门究竟将俄罗斯用户的数据存储在哪里。47美元的罚款是法院可以判处的最低额度罚款,但这只是相关法律程序的第一步,它最终允许俄罗斯政府禁止Facebook在俄罗斯境内运营。


3.“不正经”的上海彩虹合唱团又出新歌了!


拥有《张士超你到底把我家钥匙放在哪里》、《感觉身体被掏空》、《春节自救指南》等多支爆款单曲的上海彩虹合唱团又出新歌,和净水品牌碧然德合作推出《喝口水冷静一下》。


极具网感的短歌词,看尽“正经”的合唱团,“有声”丈量着职场里“水”的深度。老板施加压力,同事指手画脚,自己孤孤单单……OK,喝口水冷静一下,生活的苟且可不止这些。



4.游明仁担任ADK大中华区首位CCO


ADK任命游明仁(Richard Yu)为ADK大中华区首席创意官,这是一个新设立的职务,主要是为了协助提升ADK大中华区的整体创意力。


今后,游明仁将负责引领ADK大中华区的创意团队,先从上海和香港办公室展开合作,并为其注入新鲜的创意理念,让团队与客户之间的沟通变得更有新意,推动大中华区办公室的创意作品产出。游明仁未来主要工作地点仍是ADK台湾,并依旧与现有客户持续保持密切合作,如统一超商、统一企业、宏碁、英菲尼迪、特力和乐、光阳、波蜜等。


5.传立媒体赢得新西兰旅游局全球媒介业务


经过比稿,传立媒体(Mindshare)已经赢得新西兰旅游局(Tourism New Zealand)的全球媒体代理业务,并从7月开始正式接手。


根据最初的投标书,该项目每年的业务价值约为3500万新西兰元(合2350万美元)。此前新西兰旅游局的媒介代理商是Blue 449.客户于今年2月开始召集此次全球媒介比稿。


传立媒体悉尼办公室将统筹这项全球媒介业务。该机构将负责在新西兰旅游局的全球主要目标游客市场——澳大利亚、中国、英国、美国、德国和日本进行媒体推广。


6.开着车,惊奇队长、雷神、钢铁侠、美国队长在你身后群战是种什么样的感受?


前段时间《复联4》还跟Hertz租车联合拍摄了一支30秒的广告宣传片。在这支广告片中,一对夫妇通过Hertz租车租了一辆《美队2》局长“同款”雪佛兰,然而钢铁侠、惊奇队长、美国队长、雷神却在他们身后的天空中打来打去。看这对夫妇一脸淡定的样子,感觉他们心也是很大啊。



7.谁是年度带货王?阿里妈妈淘宝联盟发布电商达人卖货榜单


4月11日,在阿里妈妈举办的“2019淘宝联盟合作伙伴营销峰会”上,淘宝联盟在现场发布了2018“电商达人年度卖货榜单”。


榜单上的电商达人均是淘宝客,即通过CPS方式在淘外内容平台卖货的电商达人。榜单诞生的依据维度是2018年真实产生的成交额排名。也就是说,粉丝量不是判断带货能力的最重要指标,粉丝量大但不卖货也不算电商达人,一切得拿实力说话。


对此,有业内人士评价,这份榜单是判定达人是否是真带货王的硬核标准,而由此也折射出了一个真实且繁荣的淘宝客生态,这是当下及未来的一股潜力巨大的力量。


8.天际汽车完成超过20亿A轮融资


36氪讯,天际汽车(ENOVATE)获得超过20亿元人民币的A轮融资。本轮融资由大型上市公司领投,政府产业引导基金,产业链上下游资本和专业投资机构跟投。此轮融资的资金将用于天际智能制造基地建设,天际品牌建设推广、销售渠道建设,以及天际后续车型研发及试制。截至目前,天际汽车累计筹措资金已经超过65亿元人民币。


9.美图手机正式告别


“做一台让更多人变美的手机,意味着小众,也意味着体量小,无法降低成本去迎合愈演愈烈的价格战,所以我们即将在年中关闭手机业务,将旗下美图手机的品牌独家授权给小米集团。”


10.沃尔玛将收购Polymorph以壮大“in-house”广告技术


沃尔玛(Walmart Inc, WMT)称将收购Polymorph Labs的技术和广告,以壮大内部广告技术,交易金额未予披露。


沃尔玛11日在其网站上的一则通知中称,Polymorph的技术将整合到沃尔玛广告业务Walmart Media Group的广告定向和测量平台中。


Polymorph的产品开发人员和工程师将加入Walmart Media Group位于加州圣布鲁诺和森尼维尔以及印度班加罗尔的办公室。沃尔玛预计在今年春季晚些时候完成交易。


11.OPPO不仅换了新LOGO,还推出了新字体


4月11日,OPPO在上海发布会了新系列手机Reno,并公布了它的全新logo,还推出了OPPO全新的品牌字体——OPPO Sans.



12.优酷会员正式牵手代言人易烊千玺


4月11日,优酷 VIP 会员宣布易烊千玺成为代言人。此外,优酷还在APP首页定制了「易烊千玺的惊喜假期」主题活动,在优酷二楼打造「易享空间」,用户打开优酷移动端下拉界面即可参与活动。


主题活动包括广告短片和定制卡片,4支短片目前发布了第一支《想不到的用心》,其余3支将在4月份陆续发布,用户可以通过收集卡片赢得现金红包以及易烊千玺独家周边。


13.Google:2018年亚太地区移动网站报告


消费者对移动网站抱有很高的期望,而且移动网站在人们的购买决策中扮演着重要角色,亚太地区的品牌中只有2/5的移动触点符合行业最佳网站实践。


谷歌和埃森哲的报告发现,没有优先考虑优秀移动体验的品牌可能会导致转化率下降,特别是如果需要超过3秒的加载时间,53%的消费者会放弃这个移动网站。


根据对12个亚太地区国家的700多个访问量最大的网站的分析,移动网站页面加载时间每延迟一秒,会话量就会下降20%。


谷歌和埃森哲测试了亚太地区移动网站的五个基准,即可查找性、产品页面、注册及转换、移动设计和速度/加载时间。


14.《复联4》预售票房已破2亿,中国电影成最大赢家


4月14日下午,据猫眼数据,《复仇者联盟4》中国内地预售2天时间票房已破2亿,距离上映还有9天。有观众发现此次预售的《复仇者联盟4》票价偏高,IMAX普遍价格200元以上,少数影城甚至卖出了1000元的高价。资料显示,本次《复联4》的发行方包括中国电影和华夏电影。渠道方:万达电影、横店影视等也颇受关注。


15.vivo 5G手机首次公开外场测试,将在年中推出


4月13日,vivo在上海首次公开了5G手机外场测试,在复杂多变的环境中进行了5G手机预商用场景应用,包括5G高清视频直播、5G网络游戏等。从现场实际体验看,vivo 5G手机各项功能完备,信号稳定。


16.权力游戏最终季来袭,超过100个品牌与其展开过合作


You may have heard that a little show called Game of Thrones is returning to HBO on Sunday.


From custom Oreos to whiskey to just about any other product that you can think of, winter has come to a slew of brands, which partnered with HBO to drum up interest in the hit show’s eighth and final season. And if you think you have a sense of just how many, well then, you know nothing, Jon Snow.


HBO said Game of Thrones has more than 100 licenses globally, making it the most-licensed program in network history. Ahead of the Sunday’s Season 8 premiere, here’s a look at some of the most interesting, strange, fun partnerships—sanctioned and not—that have come out of the hit HBO program:


17.现代营销人员的十大数字无障碍准则


When we talk about digital accessibility as marketers, we’re talking about the intentional creation of an experience that can be accessed by as many people as possible.


Designing for digital accessibility means many things. It means designing for individuals with sensory or cognitive impairments. It means designing for people with physical limitations. It means designing for individuals who rely on adaptive and assistive technologies like screen readers or magnifiers to view digital content.


The key is building accessibility into your digital experience from the very start rather than bolting it on like an afterthought. Below, I’ve outlined some key accessibility principles to consider when creating your digital marketing materials.


18.IAB Tech Lab新发布两项关于广告卖家的透明度规定


Two new specs aimed at addressing ad fraud and increasing transparency from the buy-side of the digital advertising ecosystem are out for public comment from the IAB Tech Lab: Sellers.json and the OpenRTB SupplyChain object.


The 30-day public comment period ends May 10.


19.仅依靠内容是不会赢得流媒体战争的


Netflix will announce its Q1 ’19 earnings on Tuesday – when we’ll know for sure if its subscription price hike was a good business move in the short term. Meanwhile, Disney announced Disney+, its new streaming service platform, will only cost $6.99/month and its stock shot up over 11% overnight.


This further complicates the pricing model debate for streaming services as Disney overshadows Apple, who had dominated the tech news cycle for weeks after announcing its competing OTT streaming services to Netflix, Amazon and Hulu, called AppleTV+. With big names like Steven Speilberg and Oprah in attendance helping to buttress Apple’s credibility in the increasingly crowded OTT market, Apple sent a clear message that they, in the words of one executive, would “define the commitment to storytelling, on every screen in your life.” While it may have been tempting to be distracted by the cavalcade of celebrities that took to the stage inside Steve Jobs Theatre, Apple’s silence on one topic became deafening on the Twittersphere as everyone began to ask the core underlying question left unanswered: How much will this cost? Disney shared, why can’t you?


20.B2B买家希望在内容供应商中得到更多数据和研究


Around three-quarters (73%) of B2B buyers say they have less time to devote to reading and research, per the results of a study [access page] by Demand Gen Report and ON24. So how can vendors make content more valuable when time is limited?


21.薪酬调查发现:营销技术领域中,男女薪酬不等现象依然存在


The salary gap between women and men working in marketing technology-related roles has shown no sign of closing, according to our 2019 Marketing Technology and Operations Salary Survey. The second-annual survey was conducted in conjunction with Chiefmartec.com and released Thursday at the MarTech Conference.


The salary gap kicks in around a base salary of $125,000. There’s also evidence of a gender gap in job levels and promotion rates as careers progress. Nearly double the number of women as men reported it’s been more than five years since their last promotion. Two consecutive years of data show little to no progress in these areas.


22.KFC的炸鸡广告获奖,以迎接权力的游戏回归!


One of last year’s most charmingly visual ad campaigns is back, and this time it’s got an even more topical twist.


The “Hot & Spicy” print and outdoor ads from Ogilvy Hong Kong won gold at the Cannes Lions and a wood pencil at D&AD last year thanks to its perfect use of spicy fried chicken photography as a replacement for flames. Adweek also named it one of the best ad campaigns of 2018. (You can see the original run of ads below.)


Now KFC Hong Kong brand and agency have partnered again to create the image above in celebration of this weekend’s Game of Thrones season premiere.


game-thrones-kfc-spicy-hed-page-2019-1320x660.jpg


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