ikkhksvu 发表于 2024-9-4 08:36:10

【全景营销】2019年Facebook和谷歌占英国数字宣传市场的68.5%；第1方营销数据调查报告


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/iaDIaiaO4pPW0HN1VPGP1yya1LiaEicmwkbAQiaibrycb2Dz1y9ExCro6rVHODf7rpyuRp1Sungj0mU7QriaECY7eF2Tg/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/iaDIaiaO4pPW1gdqUbTEl9aGMSMb1X0gdiczVic8CYmDliaiaib2ibib5k45LQN7tt2e1LR8IrzNQ4vDCmSice4ibDy7UNt7A/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">每周五更新&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">┃</span></strong><strong style="color: blue;"><span style="color: black;">行业<span style="color: black;">新闻</span> 精选呈现</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">趋势动向、营销热点，行业<span style="color: black;">新闻</span>、市场动态。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以开放性、国际化视角，探寻数字营销时代发展规律，</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展现产业<span style="color: black;">将来</span>趋势。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">后台回复“</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">20191108</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">”获取本期报告</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">目录概览</span></strong></span><span style="color: black;"><span style="color: black;">2019年Facebook和谷歌占英国数字<span style="color: black;">宣传</span>市场的68.5%</span></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《<span style="color: black;">第1</span>方营销数据调查报告》</p>
    </span><span style="color: black;">《2019年第二季度视频报告》</span><span style="color: black;">《2019年第二季度<span style="color: black;">优秀</span>视频<span style="color: black;">宣传</span>报告</span><span style="color: black;">》</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">趋势</span><span style="color: black;">新动向</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">公司</span>观点</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">eMarketer</span><span style="color: black;">：2019年Facebook和谷歌占英国数字<span style="color: black;">宣传</span>市场的68.5%</span></strong></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尽管英国脱欧和英国多个行业数字<span style="color: black;">宣传</span>支出减少<span style="color: black;">诱发</span>了广泛的担忧，但Facebook和谷歌在该地区数字<span style="color: black;">宣传</span>市场的份额仍在继续增长。</span><span style="color: black;">到2019年，这两家<span style="color: black;">机构</span>将占据英国数字<span style="color: black;">宣传</span>市场68.5%的份额，高于eMarketer先前估计的63.3%。</span><span style="color: black;">这一比例高于去年的65.8%；</span><span style="color: black;">到2021年，Facebook和谷歌在英国的市场份额将达到70%。</span><span style="color: black;">今年，谷歌将从英国的数字<span style="color: black;">宣传</span>市场<span style="color: black;">得到</span>82.7亿美元，Facebook将<span style="color: black;">得到</span>51.6亿美元。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/iaDIaiaO4pPW2nm278Fiatk2ECsH0RjKONxz3R2QXI7hNGyTLKVv2tdCoeSTzA2ZiaxM2wmxHxyzOMxDDdrWLsIzcw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因为</span>英国脱欧，汽车、金融服务和消费者包装消费品<span style="color: black;">宣传</span>客户减少了支出，但Facebook和谷歌从不确定性中受益：</span><span style="color: black;">各大品牌认为<span style="color: black;">她们</span>是经得起考验的<span style="color: black;">宣传</span>平台。</span><span style="color: black;">这两家科技<span style="color: black;">机构</span><span style="color: black;">始终</span>是安全避风港，<span style="color: black;">尤其</span>是对英国的中小企业而言。</span><span style="color: black;">凭借<span style="color: black;">她们</span>的影响力，预算紧张的<span style="color: black;">宣传</span>客户对这两个平台上的<span style="color: black;">宣传</span>支出更有<span style="color: black;">自信心</span>，<span style="color: black;">她们</span>认为其<span style="color: black;">能够</span><span style="color: black;">供给</span>良好的受众<span style="color: black;">测绘</span>统计数据，并<span style="color: black;">保准</span>不会<span style="color: black;">显现</span><span style="color: black;">宣传</span>流量欺诈。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">每一个</span>用户的收入（ARPU）方面，Facebook领先于所有其他社交<span style="color: black;">媒介</span>平台。</span><span style="color: black;">今年，Facebook（不<span style="color: black;">包含</span>Instagram）的ARPU 为83.27英镑（111.01美元），而Instagram、Twitter和Snapchat分别为49英镑（65.33美元）、15.85英镑（21.13美元）和8.22英镑（10.96美元）。</span><span style="color: black;">随着Instagram的ARPU<span style="color: black;">持续</span>增长，Facebook的<span style="color: black;">优良</span>将在<span style="color: black;">将来</span>两年内减弱。</span><span style="color: black;">eMarketer估计，到2020年Instagram的ARPU将达到67.14 英镑（89.51美元），到2021年将增长到84.35 英镑（112.45美元）。</span><span style="color: black;">eMarketer的数据还<span style="color: black;">表示</span>，Instagram和Snapchat正在以比Facebook和Twitter更快的速度将用户货币化，但后者的ARPU<span style="color: black;">亦</span>在继续增长。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">报</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">告</span><span style="color: black;">新洞察</span></span></strong></p>//<span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">后台回复“</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">20191108</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">”获取本期报告</span></strong></span></span>//<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">Invoca</span><span style="color: black;">：<span style="color: black;">第1</span>方营销数据调查报告</span></strong></strong></strong></strong></strong></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>ANA的一份新报告，近些年来，品牌将代理工作带到<span style="color: black;">机构</span>内部的趋势<span style="color: black;">明显</span><span style="color: black;">提升</span>，</span><span style="color: black;">为了<span style="color: black;">帮忙</span>行业更好地<span style="color: black;">认识</span>营销人员<span style="color: black;">怎样</span><span style="color: black;">运用</span>可用的<span style="color: black;">第1</span>方数据和分析的广度，Invoca对500家B2C企业的营销人员进行了调查。</span><span style="color: black;">大<span style="color: black;">都数</span>营销人员看到了<span style="color: black;">第1</span>方数据在弥合在线和离线数据源之间差距，以创建统一策略并更好地优化<span style="color: black;">宣传</span>表现的重要性。</span><span style="color: black;">虽然营销人员越来越精通数据，但在技能、充分利用人工智能（AI）支持的工具，并将对话<span style="color: black;">做为</span>客户数据的金矿方面仍有<span style="color: black;">加强</span>空间。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/iaDIaiaO4pPW2nm278Fiatk2ECsH0RjKONxZY9775iaLic49NGnVVTqYbpTQ7TYYnYCgmMXEURQmsicMPXyFCRIohdZg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">ExtremeReach</span><span style="color: black;">：2019年第二季度视频报告</span></strong></strong></strong></strong></strong></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Extreme Reach发布了“2019年第二季度视频报告”。</span><span style="color: black;"><span style="color: black;">因为</span>联网电视在数字<span style="color: black;">行业</span>的实力以及<span style="color: black;">宣传</span>客户对高级发行商的信任，高级<span style="color: black;">媒介</span>供应商的展现量份额2019年第二季度同比增长了31%。</span><span style="color: black;">高级发行商占第二季度展现量的83%，其余17%的展现量归因于<span style="color: black;">媒介</span>聚合商。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/iaDIaiaO4pPW2nm278Fiatk2ECsH0RjKONxSvffQPdlsYGab1yza6KxFNSMVqM5RdnYXG5v8ehxHafGFwbXBAUpmw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">FreeWheel</span><span style="color: black;">：2019年第二季度<span style="color: black;">优秀</span>视频<span style="color: black;">宣传</span>报告</span></strong></strong></strong></strong></strong></strong></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>FreeWheel的一份新报告，2019年第二季度定向视频<span style="color: black;">宣传</span>浏览量的增长速度是内容定向视频<span style="color: black;">宣传</span>浏览量的3倍多。</span><span style="color: black;">FreeWheel将受众定向<span style="color: black;">宣传</span>定义为“<span style="color: black;">运用</span><span style="color: black;">独一</span>标识符向特定设备、家庭或用户发送的<span style="color: black;">宣传</span>”，其占2019年第二季度美国<span style="color: black;">宣传</span>浏览量的7%。</span><span style="color: black;">以受众定向<span style="color: black;">宣传</span>浏览量同比增长了82%，相比之下，内容定向<span style="color: black;">宣传</span>浏览量同比增长了23%。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/iaDIaiaO4pPW2nm278Fiatk2ECsH0RjKONxogFToibgJzcNcnzGNz4zEY2pFD2XWopJjcpTxqNLJnz6hrsHbREQRGQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">秒针营销：2020泛体育营销白皮书</span></strong></strong></strong></strong></strong></strong></strong></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>，秒针营销科学院携手中国<span style="color: black;">宣传</span>协会体育产业分会<span style="color: black;">一起</span>发布了《2020泛体育营销白皮书》，对2020年泛体育营销的趋势、机会与策略进行<span style="color: black;">认识</span>读。</span><span style="color: black;">白皮书基于<span style="color: black;">宣传</span>监测数据、体育受众调研数据和AdMaster社交与洞察数据，并结合了虎扑、识货网等多方行业专家观点。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/iaDIaiaO4pPW2nm278Fiatk2ECsH0RjKONxh0LLnkv89r2EnibjRMm5n1WqbaFC7GPn3L0CkI1fibVsicZ6aiavNQv8jQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>IN THE PAST<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">往期回顾</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">❑</strong></span><a style="color: black;"><span style="color: black;">IAS：《2019年<span style="color: black;">宣传</span>行业发展趋势报告》</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">❑</strong><a style="color: black;"><span style="color: black;">GroupM：《2019年<span style="color: black;">全世界</span><span style="color: black;">宣传</span>预测报告》</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">❑&nbsp;</strong><a style="color: black;"><span style="color: black;">中关村互动营销实验室：《20</span></a>18中国互联网<span style="color: black;">宣传</span>发展报告》</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">❑</strong><a style="color: black;">GFK：</a><a style="color: black;">《2019年美国营销洞察报告》</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/iaDIaiaO4pPW0b2wAz6eW1f1KWnfVymc1aSIcfRt4shwaXsWnASo4EzTSYhkschDnxOAMv9OFQPNBDFUSFeynaCw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">关于AdTime</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">AdTime是泰一指尚（股票简<span style="color: black;">叫作</span>:浙江富润，股票代码：600070）旗下大数据营销品牌，依托于泰一指尚大数据技术实力及<span style="color: black;">连续</span><span style="color: black;">持续</span>的<span style="color: black;">制品</span>创新，打造出大数据分析平台“Atlas云图”、互动电视<span style="color: black;">宣传</span>平台“AdSmart”、移动互联网<span style="color: black;">宣传</span>平台“手指客”、网络视频营销平台OTV、互联网<span style="color: black;">宣传</span>平台“CCM”、社会化<span style="color: black;">媒介</span>营销服务平台“SNS+”等数字<span style="color: black;">宣传</span><span style="color: black;">制品</span>，为<span style="color: black;">宣传</span>主<span style="color: black;">供给</span>基于全网和全<span style="color: black;">媒介</span>的一站式整合营销服务，<span style="color: black;">帮忙</span>品牌主实现品效合一的营销<span style="color: black;">目的</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/iaDIaiaO4pPW0BnHmtSiczjicKf2Le9Uu4Ih5OBJKd1xZicARzeib8uX0ziafFBWialFiaLviakL4ED7c5pW6wBsFulMUePA/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>




j8typz 发表于 4 天前

你的见解独到，让我受益匪浅，非常感谢。
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