Morketing每日监测6.11: Salesforce157亿收购Tableau;谷歌26亿收购数据分析公司Looker;谷歌DV360首次销售有线电视广告位
日报

Morketing每日监测6.11: Salesforce157亿收购Tableau;谷歌26亿收购数据分析公司Looker;谷歌DV360首次销售有线电视广告位

【摘要】Morketing每日监测

1、Salesforce花157亿美元收购Tableau

 

今日,Salesforce宣布157亿美元收购企服领域另一家上市公司Tableau。根据相关信息,这次的交易以换股的形式进行,Tableau的A类和B类普通股股票可以换取1.103股的Salesforce普通股,股票的价格则是截至2019年6月7日Salesforce股的平均价格。Tableau主要做数据可视化报表业务。

 

2、研究:谷歌去年通过搜索与新闻服务赚得47亿美元

 

据美国《纽约时报》报道,根据新闻媒体联盟在周一发布的研究,谷歌在2018年通过其搜索引擎以及Google News赚到47亿美元。新闻媒体联盟还表示,它们对于谷歌收入的估算还只是保守估计,这是因为它并未将谷歌用户每次点击文章带来的个人数据价值计算在内。

 

3、Siegel + Gale:2018年全球简单化品牌排行榜报告

 

Siegel + Gale发布了新报告“2018年全球简单化品牌排行榜”。报告调查了全球9个国家15,000名消费者发现超过一半人愿意为更简单的体验支付更多的费用(55%),尽管今年的数字比去年更低迷。

 

互联网搜索的简洁性指数得分与去年(950)持平。但是,第二和第三的位置被电子(756)和互联网零售(753)占领。在全球范围内,最简单的三大品牌为Netflix、Aldi和Google。

 

4、德勤咨询:电视和视频的未来2023

 

德勤发布了新报告“电视和视频的未来2023”。消费者的期望和使用习惯正在迅速改变,市场参与者需要做好准备。VoD和数字平台是颠覆者传统媒体概念已成为过去,整个行业正在发生根本性的变化:流媒体服务不再仅仅是电影和电视节目消费的平台,现在他们正在投资全球成功的内容制作,并与传统的电视和视频行业展开直接竞争。与此同时,广播和媒体公司正在推出自己的按需产品,全球内容制作商正在建立自己的流媒体服务。

 

此外,点播视频已经彻底改变了消费者行为,消费者越来越期望可以随时随地访问电视和视频内容。

 

5、所有媒介渠道都可以通过AppNexus DSP使用AT&T数据

 

Xandr is making AT&T data available to buyers across all media types through AppNexus’s demand-side platform (DSP), which it has rebranded as Xandr Invest.

 

Xandr Invest launched Monday and allows advertisers to layer AT&T’s first-party data when buying inventory available through the AppNexus exchange as well as inventory from Xandr’s premium video network, Community.

 

6、适用于有线电视和视频平台的营销策略未必适用于CTV

 

As the industry transitions from linear TV to the new idiosyncrasies of connected TV (CTV), marketers can’t afford to get caught flat-footed.

 

CTV requires marketers to stay on top of an ever-growing list of providers and platforms, each one presenting different challenges with regard to campaign management, measurement and analytics. At the same time, they also need to consider how to best integrate CTV into their existing TV and video planning.

 

7、Google旗下DV360首次销售有线电视广告位

 

Google is selling linear television inventory with Display & Video 360, its demand-side platform (DSP), via a beta partnership with the TV industry ad tech company WideOrbit.


“The feedback we’ve most consistently heard from clients is how challenging it’s become to reach their audiences,” said Eve Goldman, Google’s director of global YouTube and video solutions. “We started investing in capabilities over the past couple years to enable access to the right audiences and inventory and to streamline workflows in connected TV, video and linear TV.”

 

8、5个因素DTC品牌在营销活动中获得成功的关键?

 

If I had to summarize the direct brand experience in a single sentence, I’d have to borrow AYR’s tagline: “Simplify everything.” Gone are the days of scheduling time between drop-offs, pick-ups and work to stop by the mall.

 

Need to try on a few styles? Don’t worry about it: Warby Parker will send you a few sets of glasses to try on at home. Top-notch customer service and breezy return policies make buyer’s remorse a thing of the past, while boxed sets eliminate the need to choose outright. Best of all, many direct brands take social responsibility seriously, offering ethically-sourced products to soothe even the guiltiest conscience; Bombas even donates returned socks to those in need (after they’ve been washed, of course).

 

9、Google以26亿美元收购数据分析公司Looker

 

Earlier today, Google announced plans to acquire unified data and analytics platform Looker for $2.6 billion in an all-cash transaction. Once the deal is complete later this year, Looker will join Google Cloud.

 

“Google Cloud is being used by many of the leading organizations in the world for analytics and decision-making. The combination of Google Cloud and Looker will enable customers to harness data in new ways to drive their digital transformation,” said Thomas Kurian, chief executive officer of Google Cloud. “We remain committed to our multi-cloud strategy and will retain and expand Looker’s capabilities to analyze data across Clouds.”

 

10、77%的KOL为女性,但其每篇内容的收入比男性KOL低108美元

 

The influencer community is one of the rare businesses where women dominate the field. Across all industries – travel, fashion, technology, food and entertainment – women make up 77% of the total number of influencers. You would think with such a stronghold on an industry, women’s pay would, at least, be equal to men – but no. On average, women are earning $351 per social media post while men earn $459, according to a report from Klear influencer marketing platform.

 

11、美国用户的移动端花费时长超过传统电视

 

Americans will spend more time on their smartphones (and tablets) than watching traditional TV, which is broadly defined to include video downloaded from the internet, according to a new forecast from eMarketer. The forecast estimates adults will spend an average of 3 hours, 43 minutes daily on mobile devices, not counting calls, and 3 hours, 35 minutes watching TV.

 

12、亚马逊收购Sizmek广告投放和DC0业务对广告主意味着什么?

 

Amazon closed in on a deal to buy Sizmek’s ad server and dynamic content optimization (DCO) business for an undisclosed amount Friday. The acquisition builds on Amazon’s mounting efforts to rival Google and Facebook’s ad businesses.

 

Sizmek filed for bankruptcy in March, weakened by the competition of walled gardens that claim the majority shares of digital ad spend. Despite its financial woes, Sizmek’s open ecosystem and unified platform has been widely regarded as a leading independent ad serving business behind Google and Facebook.

 

13、社交平台对品牌而言最大的优势是提升品牌意识不是流量

 

Platforms are turning into an awareness play, rather than a way to grow traffic.

 

In a survey of 124 publishing executives by Digiday this May, the majority of respondents said that they view platforms as a way to increase awareness among audiences, rather than drive people to their sites, or make money off them.

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