甲方

特斯拉入驻天猫，开设全球首家官方旗舰店

特斯拉宣布正式入驻天猫，开出全球第一家Tesla特斯拉官方旗舰店。用户可以通过天猫预约试驾 Model S、Model X 及 Model 3等车型，以及购买Model 3实体钥匙、家用充电安装包等特斯拉原厂配件和本土化精品周边。此外，特斯拉还将连做8天淘宝直播，4月21日，特斯拉将举办首场直播，期间将送出特斯拉儿童版电动车、Model 3 免费试驾权、充电券等权益。

宝马与FPX等5家国内外电竞俱乐部达成合作

宝马宣布与中国LPL赛区FPX电子竞技俱乐部、美国LCS赛区Cloud 9俱乐部、欧洲LEC赛区Fnatic俱乐部、欧洲LEC赛区G2 电竞俱乐部、韩国LCK赛区T1俱乐部建立合作伙伴关系，与上述电竞团队共享知识与技术。

GoPro宣布将裁员200余人，此前已撤销2020财务指导

据外媒报道，GoPro公司表示，为了应对Covid-19病毒疫情所带来的影响，公司将裁员200余人。此外，GoPro还将改变其销售策略，直接面向消费者进行营销。GoPro还撤销了此前发布的2020财务指导。GoPro表示，本次所采取的运营变化、超过公司员工总数20%的裁员，以及办公地点的削减，将在2020年中为公司节省1亿美元，并且将明年的支出也缩减到2.5亿美元。

郎平出任网易有道精品课品牌代言人

网易有道公司旗下K12网校有道精品课宣布，已成功与中国女排总教练郎平签约，邀请郎平成为有道精品课品牌代言人。这也是郎平教练首次为教育机构代言。据网易有道介绍，长期以来，有道精品课一直采用名师策略，积极推进名师IP化。早在2016年有道精品课就宣布推出“同道计划”，通过名师工作室等形式孵化优质内容。目前有道精品课主讲老师团队98% 来自清华、北大、复旦等国内学府，一线教龄均超过10年以上。

天猫出口事业群总裁刘鹏：今年孵化1000家“数字化首店”

天猫进出口事业群总裁刘鹏在天猫国际商家大会上宣布：2020年通过加速海外品牌入驻、打造国际商家孵化中心、推出进口旗舰店1.0这三大策略，孵化更多海外品牌的“数字化首店”，推进阿里巴巴5年2000亿美元大进口战略。他表示，“今年孵化1000家‘数字化首店’。”今年3月，天猫国际成立“商家孵化中心”，天猫国际今年还将推出进口旗舰店1.0。

亚马逊：16日起暂停法国仓库一切运营活动

国外媒体报道，亚马逊发送给工会的内部文件显示，从4月16日起，亚马逊将关闭在法国仓库的一切运营活动，至少持续到4月20日。法国一家法院昨日裁定，亚马逊在未来几周内需大幅限制其在法国的订单数量。 亚马逊只能接受食品杂货、卫生和健康相关的必需品订单。对此，亚马逊稍早些时候表示，可能会暂时关闭其在法国的仓库。亚马逊称：“我们的理解是，我们可能被迫暂停法国配送中心的运营。”

彭于晏出演Lee 2020品牌广告片

Lee这支广告的文案概述了彭于晏从默默无闻到星光璀璨的心路历程，旨在通过他的故事告诉我们：只有非常非常努力，才可能被看到一点点，同时我们每个人在被别人看见之前都应该先看见自己。

粉象生活入局直播，定位“全网CPS+直播”

社交电商平台“粉象生活”入局直播赛道，并宣布平台战略从“全网CPS+会员制社交电商”升级为“全网CPS+直播”。据粉象生活方面介绍，在落地层面，粉象生活会根据不同的流量性质去设计相应的规则，同时借助小程序工具为平台店主输入直播辅助。

洛杉矶或推迟所有音乐会和体育赛事至2021年

据洛杉矶消防局局长特拉萨斯透露，洛杉矶市市长贾西在提给包括消防局在内的多个政府职能部门提供的电子邮件中表示，洛杉矶市的大型聚会，如音乐会和体育赛事，可能至少一年内不会获得市政府的批准。贾西提在邮件中表示，目前没有任何在洛杉矶开始恢复大型活动的时间计划，在新冠疫情没有完全得到控制之前，重新开放休闲商业部门和餐厅等都是错误的选择。

乙方

凯辉基金退出对数字营销集团Datawords的投资

近日，欧洲并购基金Keensight Capital进一步收购数字营销集团Datawords股权，凯辉基金由此出售所持有的Datawords股份，退出此项目。凯辉基金于2009年和2015年两次投资Datawords并成为控股股东。

葛瑞集团纽约实施强制休假以及暂时减薪

葛瑞集团（Grey Group）纽约将安排约3.5%的员工强制休假。据知情人士称，强制休假大概会持续三个月的时间，此外葛瑞也暂停了招聘与涨薪，并在自愿的基础上，对资深员工实行暂时减薪。

斯甜升任安浦菲总裁，执掌DAN购买大印

上周三，麦迪逊邦率先报道，魏丽锦将休长假不再担任电通安吉斯集团媒介购买负责人，同时由斯甜暂时接替相关职责。昨日电通安吉斯正式官宣——斯甜（Sara Si）担任新的安浦菲（Amplifi）中国区总裁，接替了回国的菅波刚。

趋势

App Annie：3月中国出海厂商整体收入情况较2月明显提高

App Annie发布2020年3月中国厂商出海收入排行榜单，本月榜单头部区域变化不大，莉莉丝游戏蝉联榜首，腾讯与FunPlus互换名次，网易和IGG则保持原有位置不变。此外，3月出海厂商整体收入情况较2月明显提高，同名次厂商的海外收入环比增长约达20%。

RivalIQ：2020年社交媒体行业报告

RivalIQ发布了“2020年社交媒体行业报告”，收集了2000多个品牌在社交平台的表现，包括约500万条帖子、推文和更新。

根据RivalIQ的数据，Facebook页面的平均参与率与其2019年报告持平，为0.09%。这并不完全鼓舞人心，Facebook上的品牌参与率总体上保持在相当低的水平已经有一段时间了，尽管 “高等教育”、“意见领袖”和“运动团队”类别在过去一年里确实出现了相对增长。

当然，大多数Facebook页面管理者都意识到了这一点。Facebook活动除了自然参与之外还有其他好处。但在分析自己的Facebook页面性能时，值得注意的是比较基准。

2019年，所有行业的Facebook日均发帖数量下降了约14%。根据RivalIQ，今年每个行业都在Instagram上受到冲击，全行业平均参与率从1.60%降至1.22%，降幅为23%。

海外

为反弹做准备

The past few weeks haven’t been great for the digital advertising industry, with many companies enacting layoffs, furloughs and salary cuts.

So how do you, as either an individual or as a company, recover after a tough slog?

This week on The Big Story, the AdExchanger team welcomes special guest Martin Kihn, SVP of marketing strategy at Salesforce Marketing Cloud and former Gartner research VP, who expands on his Monday column Bouncing Back In Tough Times: Lessons From The Past.

The gang chats with Kihn about how to free yourself from pessimism and short-term thinking, as well as why layoffs can undermine a company’s recovery after the bad times pass. He shares real examples of how companies who lacked the resiliency to deal with a crisis ended up damaging relationships with suppliers, customers and potential employees. Just look at what happened with the airlines, which laid off employees in droves post-9/11.

“They’d created a bad precedent and it was much harder for them to capture growth on the upside,” Kihn says. “The downside of layoffs is not only that you hurt morale in the company, but when the recession is over, there’s a period of acceleration – and you can’t hire fast enough to take advantage of that growth when you already have a reduced workforce.”

ViacomCBS多个部门裁员

ViacomCBS, created in December when Viacom and CBS merged, laid off contract workers across a number of its divisions today, a move the company said was due to the COVID-19 pandemic, which has shut down most Hollywood productions.

According to sources, “almost all” of the company’s contract workers are being let go across multiple divisions.

One of the hardest hit seemed to be two LGBTQ+ brands, Logo and NewNowNext, which had essentially merged in recent years as Logo’s original programming ground to a halt after its hit show RuPaul’s Drag Race moved to VH1. According to sources who spoke anonymously for fear of retribution, ViacomCBS laid off seven members of the NewNowNext and Logo teams, leaving only four people to operate the LGBTQ+ brands’ editorial, video, social and payroll needs.

In total, over 60% of the Logo team was cut. Only two of the remaining team are permanent staff.

BuzzFeed将出售其德国业务，这表明该公司国际野心正在减弱

BuzzFeed is quitting the German market after six years, signaling a retreat from its global expansion.

BuzzFeed has already stopped operating in two other major European markets, Spain and France. It still has operations in the U.K.

“We are doing all we can to protect our business for the long term, and we do not have the resources right now to fund businesses that weren’t already in a position of strength going into the crisis,” BuzzFeed’s general manager for Europe, Mark Rogers wrote to staffers last week.

BuzzFeed has been publishing in Germany since 2014; it now operates three brands there: BuzzFeed Germany, BuzzFeed News and food franchise Einfach Tasty. BuzzFeed Germany has 4.4 million monthly unique views and 14 million followers on Facebook, according to the publisher. In the last six months, Einfach Tasty notched up 97.6 million global views, most of them from Germany, said Rogers. BuzzFeed News has run a number of impactful stories like this one exposing Me Too cases from inside parliament.

BuzzFeed Germany has a total of nine employees, former Axel Springer staffer Alina Friede joined as commercial director in January. BuzzFeed said it is already in discussions with potential buyers.

低迷的广告市场中的一个亮点：时事通讯广告收入正在上升

With entire advertising categories like travel and retail shuddering to a halt on spend and other marketers opting to avoid appearing next to coronavirus-related news stories, publishers are eager for any sign of growth. A small green shoot: With reader engagement on the up — captive audiences stuck inside clamor for updates and entertainment — there are some signs that their email newsletters are bringing in more revenue.

An analysis of more than 500 publisher clients of PowerInbox, a service that helps publishers monetize their newsletters, found publisher clients generated 24% more revenue from their email newsletters in the latter weeks of March (12-23) as the crisis ramped up than at the beginning of the month (1-11.)

Much like the rest of the web, with less advertiser competition for more eyeballs, ad prices were down. Cost-per-click was down 8% on average across PowerInbox’s analysis between the two time periods. However, the combination of a higher volume of email opens (up 20%) and click-through-rate (up 22%) led to higher overall revenue. PowerInbox said the effective cost per thousand impressions was up approximately 9% over the period.

拜耳的内部媒体团队是如何改变营销支出，确保其品牌广告对消费者“呈现并有用”

Bayer’s in-house agency is changing where the company’s digital advertising shows up, adding more retail media channels to the media mix, after seeing consumer behavior shift to online shopping in mid-March and all throughout April.

“We’re testing out a broad array of online shopping partners and retail media partners,” said Josh Palau, head of media, digital platforms and content for Bayer in North America. “Our industry is one that typically drives sales through a store visit and we’re not seeing store visits so we’re trying to connect people as closely as possible to getting information and product.”

That shift in media spending is one way the pharmaceutical giant’s in-house agency is adapting to the new reality. The in-house agency also has staff checking in with other companies’ in-house agencies to see how they are shifting spending as well as changing its overall strategy to make sure its brands’ advertising is “present and useful” for consumers.

Over the last two years, Bayer has been growing its in-house agency. While Mediacom is still responsible for TV, OTT and all connected TV buying, the in-house agency handles all buying and planning for programmatic, analytics, search and TV strategy. In recent months, Bayer has added retail media experts as well as digital creatives to its in-house team; Palau declined to share the size of the in-house team now but did say that the company is still looking to hire for its open programmatic, search and analytics positions.

消费者对社交广告喜好产生变化，以恐惧为中心的娱乐和游戏广告激增

Other reports have noticed similar phases in how people are adjusting to quarantine life.

Many brands are still unsure of how to strike the right tonal balance around the pandemic.

Social media users cycled through various stages of acceptance as quarantine realities started to set in last month, or at least that seems to be one takeaway from a new VidMob report that tracks the performance of various creative elements in social ads throughout lockdown measures taken to fight the COVID-19 pandemic.

The video platform first registered an abnormal spike in entertainment and gaming ads centered on fear, with war and destruction being a common theme. Between mid-February and mid-March, ads determined to have this tone saw a 161% lift in view-through rate as compared to the average of other emotional tags the system uses. That was followed by a similarly sized jump in performance—148%—for ads deemed to have a calm tone through early April.