一、品牌

五菱推出核酸车

近日，为了满足人民的日常检测需求，五菱汽车基于对常规核酸检测点的考察研究，诚意打造了核酸采样车，并将于8月正式投入市场使用。、

贾乃亮回应“与趣店预制菜合作”：已解约

近日，贾乃亮发布声明称，基于近期趣店品牌历史背景的相关舆情，我和大家一样在密切关注，看到这些负面信息，本人深感愧疚和歉意。发现问题后，第一时间双方已经解约，也没有后续的任何合作。

可口可乐：2022年二季度营收增长12%，上调业绩指引

可口可乐公司发布2022年二季度财报。二季度，可口可乐营收113.25亿美元，同比增长12%；每股收益0.70美元，同比增长4%，均超市场预期。亚太市场单箱销量同比增长11%，公司在非酒精即饮饮料市场中的价值份额也有所增长，主要得益于中国等市场的增长。此外，可口可乐公司上调全年业绩指引，预计2022年全年有机营收增速为12%至13%区间；可比货币中性每股收益（非公认会计准则）的增速上调至14%至15%区间。

奢侈品跨界数字潮玩：Qeelin主理人携手X11发布数字Art toy

近日，开云集团旗下品牌Qeelin主理人陈瑞麟携手KK集团潮玩品牌X11发布了四款名为“HAHALULU”的Art toy，以实体和NFT形式发售。其中NFT系列将在数字艺术平台万物元发售，而实体系列将在X11上海、成都、深圳、武汉等四地旗舰店首发，并结合AR互动技术，增强数字艺潮与实体空间的沉浸式体验。

lululemon推出全新女士运动鞋

运动生活方式品牌lululemon在中国大陆市场正式发售Chargefeel女士运动鞋。这是lululemon女士运动鞋履系列中的第二款主打产品。

二、互联网平台

谷歌母公司Alphabet发布二季度财报：净利润同比下降14%

谷歌母公司Alphabet发布截至6月30日的2022年第二季度财报。报告显示，Alphabet第二季度总营收为696.85亿美元，与上年同期的618.80亿美元相比增长13%，不计入汇率变动的影响为同比增长16%；按照美国通用会计准则，Alphabet第二季度净利润为160.02亿美元，与上年同期的185.25亿美元相比下降14%；每股摊薄收益为1.21美元，上年同期为1.36美元。

菜鸟CEO万霖：多种方式提升送货上门

7月26日，菜鸟CEO万霖在年度会议上宣布，“以多种方式送货上⻔”已经被列为菜鸟今年最重要的事之一。过去菜鸟直营配送上门一直服务于天猫超市的订单，接下来菜鸟将通过直营配送提高仓发包裹上门比例；在菜鸟驿站为消费者增加送货上门选择；在淘宝网购下单时联合商家一起提供送货上门选择。前两种方式已经大力度推开，第三种方案也在部分城市开始试点。

Meta将让Facebook内容创作者从带有授权音乐的视频中分享收入

Meta公司推出一个名叫“音乐营收分享”（Music Revenue Sharing）的新功能，创作者可以在自己的Facebook视频中使用流行艺人的授权音乐，从而获得广告营收分成。从今天开始新功能面向全球所有视频创作者开放，凡是能加入贴片广告的视频首先可以在美国获得营收分成，然后会扩散到其它地区。

阿里巴巴申请香港纽约双重主要上市，预计年底完成

7月26日，阿里巴巴集团发布公告：董事会已授权集团管理层向香港联合交易所提交申请，将新增香港为主要上市地。在香港联交所完成审核程序后，阿里巴巴将在香港联交所主板及纽约证券交易所两地双重主要上市。阿里巴巴集团公告显示，相关流程预计在2022年年底前完成。其后，阿里巴巴在美国挂牌的存托股和在香港上市的普通股将可以继续互相转换。投资者可继续选择以其中一种形式持有阿里巴巴股份。

亚马逊欧洲Prime会员年费将涨价，转嫁成本压力

据报道，美国电商巨头亚马逊宣布称，在欧洲地区，将针对包邮会员服务Prime上调年费，上涨幅度在两成或以上。亚马逊很快将发布最新一个季度的财报，此次上调价格被解读为向消费者转嫁一部分运营高成本。在欧洲不同国家，亚马逊包邮会员年费的涨幅并不一致。德国是亚马逊仅次于美国的全球第二大市场，德国的包邮会员年费将上涨三成，达到每年89.9欧元（相当于91.88美元）。英国的包邮会员年费将上涨两成，达到每年95英镑（相当于114.47美元）。

三、案例

三星推出“智能家居”鬼马广告

三星旗下的SmartThings是一个集智能家居和消费者物联网构建为一体的的开放性平台。最近，三星推出了一则鬼马搞笑的视频来宣传SmartThings智能家居强大的产品功能，并以直观的方式展示智能家居带给家庭的变化

四、趋势洞察

上半年我国软件业务收入46266亿元，同比增长10.9%

据工信微报官微消息，上半年，我国软件业务收入46266亿元，同比增长10.9%，增速较1—5月份提高0.3个百分点。软件业利润总额4891亿元，同比增长7.3%，增速较1—5月份提高5.4个百分点。

1751家上市公司预告半年业绩，新能源汽车等行业报喜

Wind数据显示，截至7月25日发稿时，A股共有1751家上市公司披露2022年半年度业绩预告，736家预喜，占比42.03%。其中，预增522家，略增93家，续盈15家，扭亏106家。光伏、新能源汽车等高景气行业上市公司业绩实现稳步增长。

五、海外

理解和拥抱SKAdNetwork 4.0

Given the current state of our privacy-centric advertising ecosystem, it’s time for marketers to decrease reliance on any gray-area tactics and embrace SKAdNetwork. It’s the future of measurement on iOS. Forward-thinking marketers will master it, not keep trying to circumvent it.

Next comes understanding SKAdNetwork and maximizing its value. At WWDC, Apple introduced features that will increase visibility into campaign performance while maintaining user privacy.

For example, hierarchical source IDs will supply additional campaign insights depending on the sample size and privacy standards a campaign has met. Hierarchical conversion values will deliver more insights for smaller campaigns. Meanwhile, assessing “multiple conversions” will help marketers understand how campaigns perform over time.

Proactive marketers will not only familiarize themselves with these features and use them to increase intelligence within the bounds of Apple’s policies, but also adopt predictive technologies that allow them to maximize the value of less data.

Measurement is going to become more predictive and less deterministic. But predicting user response is impossible without some amount of deterministic data, which means marketers will have no choice but to rely on the SKAdNetwork when it comes to non-opted-in users.

英国第二季度营销预算增加，但未来前景看起来不太乐观

Total UK marketing budgets continued to grow at a solid pace in the second quarter of 2022, yet despite this, with strengthening economic headwinds, UK companies’ financial prospects deteriorated sharply, contributing to cuts in ad spend forecasts. Those are the key conclusions from the latest IPA Bellwether Report, published today.

According to the Q2 2022 Bellwether data, 24.2 per cent of surveyed companies raised their total marketing expenditure during the second quarter, while 13.4 per cent registered budget cuts. At +10.8 per cent, the resulting net balance remained in solid positive territory, but indicated a slight slowdown in growth when compared to the opening quarter of 2022 (+14.1 per cent).

Events was a key driver of total marketing activity growth, with the latest data signalling another record upward budget revision. At +22.2 per cent, the respective net balance was up from +18.7 per cent previously and the strongest-performing Bellwether category by a considerable margin. The new ‘living with COVID’ normality has given companies the confidence to plan face-to-face events, with many firms reportedly set to use this platform to relaunch their brands. The only other Bellwether category to record growth in Q2 was public relations, which saw its expansion strengthen from the start of the year (net balance of +3.7 per cent, from +0.6 per cent).

Tremor 收购 Amobee 是为了堵住漏洞并扩大规模

Tremor International has been on a journey to rebuild its biz with assets on both the buy and sell sides of digital media.

With its acquisition of Amobee on Monday, Tremor is making inroads into linear inventory.

Amobee is a buy-side platform that cut its teeth in mobile before breaking into connected TV and creating technology to unify the process of buying and selling CTV and linear.

With Amobee as part of its stack, Tremor is aiming to cement its position as an end-to-end, omnichannel media buying solution, Ofer Druker, CEO of Tremor International, told AdExchanger.

Wall Street is satisfied enough, for now — Tremor’s stock rose 2% on Tuesday, following the company’s quarterly earnings report the day after the announcement.

For reference, Tremor sold its DSP to mobile ad platform Taptica in 2017, which later rebranded itself back to Tremor Video. Although Tremor sold its original sell-side business (which eventually became part of Magnite) around the same time, it bought a different SSP, Unruly, in 2020.

Druker spoke with AdExchanger about the company’s plans for its most recent acquisition.