#51 广告主在逃离 Facebook 吗？ - What's Next｜科技早知道

What this episode covers

这是一期英文节目，聊的话题是互联网广告营销的渠道变化。《监视资本主义：智能陷阱》这部纪录片讲述了社交媒体如何通过煽动人的情绪和本能来获取更多的注意力，获取广告收入、完成盈利模式的闭环。社交媒体平台已经对社会尤其是年轻人造成不良影响。说到广告营销渠道，我们首先想到的可能是 Facebook 和 Google。但由于投放成本较高、竞争激烈等，再加上 Stop Hate for Profit 运动，它遭到了很多广告商的抵制，很多中小卖家开始把投放平台转向了照片分享平台 Snapchat、Pinterest 等平台，前者广告收入同比增加了一倍，后者收入增长近 60％。今天的嘉宾是 Travis levell，他是加速器 Enter China 的联合创始人和 CMO，他将和我们一起聊聊疫情对哪些社交媒体使用者产生了影响，这些人的消费习惯和购买品类有什么改变？播客为什么在过去的两年成了广告主投放的香饽饽？对于中小型企业，大家如何应对这种改变，选择什么样的平台投放、怎么更有效在社交媒体上投放？以及这一转变发生的原因，将会产生的影响。另外，如果你喜欢我们的节目，别忘了和朋友们分享，可以在你收听的平台留言与我们互动。如果你用苹果播客收听，可以去苹果播客给我们的节目打分留言，这会对我们非常有帮助。【主播】丁教，声动活泼联合创始人【嘉宾】 Travis Levell， Enter China 的联合创始人和首席市场总监【后期】迪卡普里鑫，Luke 【主要话题】 [04:03] 广告主们早就厌倦 Facebook 和 Google 等平台了，他们只是在等一个契机 [10:30] 疫情是如何间接助力广告业的？ [16:57] F 家和 G 家社交媒体的用户粘性还在吗？ [24:25] 为什么大家纷纷转向播客媒体投放广告？【相关阅读】 Wish ，是美国的在线电子商务平台，于 2010 年创立。 DoubleClick ，是一家网络广告服务商。曾是最大的网络广告服务商，现在已经 Google 的 AdSense 和 Yahoo! 的雅虎搜索营销取代。它于 2008 年被 Google 购并，成为 Google 旗下的公司。 2020 Facebook ad boycotts 【往期相关话题】 #22 版权费超一亿美元，美国播客圈疯了吗？ #35 轮番被轰炸，美国国会要拿四大科技巨头怎样？ Bonus：推特向左，脸书向右？《监视资本主义：智能陷阱 /The Social Dilemma》【音乐】 A Swallow's Escape-Fabien Tell Something Just Like This-Fabien Tell 【关于我们】网站：shengfm.cn 公众号/微博/知乎：声动活泼邮件：[email protected] 打赏支持：https://www.shengfm.cn/donationSpecial Guest: Travis Levell.

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This episode is 45 minutes long.

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This episode was published on November 11, 2020.

What is this episode about?

这是一期英文节目，聊的话题是互联网广告营销的渠道变化。《监视资本主义：智能陷阱》这部纪录片讲述了社交媒体如何通过煽动人的情绪和本能来获取更多的注意力，获取广告收入、完成盈利模式的闭环。社交媒体平台已经对社会尤其是年轻人造成不良影响。说到广告营销渠道，我们首先想到的可能是 Facebook 和 Google。但由于投放成本较高、竞争激烈等，再加上 Stop Hate for Profit 运动，它遭到了很多广告商的抵制，很多中小卖家开始把投放平台转向了照片分享平台...

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