超250个品牌抵制谷歌宣传，到底谁才是真的“宣传主”？ | 营销观察
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WRGz2LWLARA4ticJZofiac2Xc3lwB9Dx4gEfpo47icADz5X8saIWWQumichb0wwHuoNQzPMp27bh4RMGhdvZvG4bdA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">在<span style="color: black;">这次</span>谷歌“<span style="color: black;">宣传</span>门”事件<span style="color: black;">背面</span>更为深层次的是，在数字营销<span style="color: black;">行业</span><span style="color: black;">宣传</span>主和<span style="color: black;">媒介</span>平台的权力争夺，这<span style="color: black;">亦</span><span style="color: black;">表现</span>出一个趋势，即企业<span style="color: black;">针对</span><span style="color: black;">媒介</span>平台开放自由度的<span style="color: black;">需求</span>。</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;">文 | <strong style="color: blue;"><span style="color: black;">王雷柏</span></strong></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌似乎<span style="color: black;">一晚上</span>之间变得“众叛亲离”，大企业们纷纷加入了抵制它的行列。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>主们<span style="color: black;">发掘</span>，自己的<span style="color: black;">宣传</span>在YouTube上被投放到了极端主义的视频前面。<span style="color: black;">针对</span>企业的经营者而言，这是难以接受的。<span style="color: black;">由于</span>这可能会让消费者产生误解，认为这些品牌<span style="color: black;">作为</span>了赞助恐怖主义的“金主”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在某个层面上，这<span style="color: black;">亦</span>是事实，视频的散布者确实能够<span style="color: black;">经过</span>用户的点击<span style="color: black;">得到</span><span style="color: black;">必定</span>的经济<span style="color: black;">报答</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《纽约时报》的调查<span style="color: black;">表示</span>，英国《卫报》投放的<span style="color: black;">宣传</span>就<span style="color: black;">显现</span>了<span style="color: black;">这般</span>的<span style="color: black;">状况</span>，《卫报》<span style="color: black;">快速</span>做出了反应，<span style="color: black;">暗示</span>除非<span style="color: black;">保准</span><span style="color: black;">再也不</span><span style="color: black;">显现</span><span style="color: black;">这般</span>的错误，否则<span style="color: black;">她们</span>将会停止在该平台上进行<span style="color: black;">宣传</span>投放。<span style="color: black;">另一</span>一个案例更加夸张，现代汽车一则<span style="color: black;">相关</span>美国军人的<span style="color: black;">宣传</span>，<span style="color: black;">亦</span>和极端主义视频放在了<span style="color: black;">一块</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随后，奔驰、迪士尼、沃尔玛、星巴克、百事可乐、欧莱雅、麦当劳、奥迪、强生、英国政府等超过250个品牌，相继宣布将抵制谷歌<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">之<span style="color: black;">因此</span><span style="color: black;">出现</span><span style="color: black;">这般</span>的问题，是源于程序化<span style="color: black;">宣传</span><span style="color: black;">这般</span>一种新的投放形式。<span style="color: black;">经过</span>交易平台的撮合，企业们的<span style="color: black;">宣传</span>自动匹配到了合适的<span style="color: black;">媒介</span>资源上。这虽然<span style="color: black;">加强</span>了交易的效率，但显然，它<span style="color: black;">亦</span>降低了<span style="color: black;">宣传</span>主们对<span style="color: black;">宣传</span>播出环境的<span style="color: black;">掌控</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">换句话说，在播出之前，企业并不<span style="color: black;">晓得</span><span style="color: black;">宣传</span>会投放在什么内容之间。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>很容易理解<span style="color: black;">宣传</span>主们的愤怒，它们把怒气撒在了Google身上，认为这一切的罪魁祸首<span style="color: black;">便是</span>Google的程序化交易平台——DoubleClick Adx。Google在2006年底以31亿美元收购了平台<span style="color: black;">背面</span>的所有者，随后将<span style="color: black;">宣传</span>资源接入其中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“据我所知，DoubleClick<span style="color: black;">供给</span>有限的定向功能，<span style="color: black;">包含</span>人群定向和大概的类目定向，譬如我<span style="color: black;">能够</span>指定投搞笑视频。”秒针数据<span style="color: black;">宣传</span><span style="color: black;">制品</span>事业部负责人高雅告诉36氪。<span style="color: black;">倘若</span>企业<span style="color: black;">针对</span>定向有<span style="color: black;">更加多</span>的<span style="color: black;">需求</span>，譬如定向偏安全的类目，<span style="color: black;">那样</span>就需要支付溢价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌的抵制让股价<span style="color: black;">快速</span>有了反应，在丑闻曝出后，Google的股价<span style="color: black;">显现</span>了一轮<span style="color: black;">显著</span>的下跌。对业绩的冲击更加让人担忧，野村证券预计“<span style="color: black;">宣传</span>门”事件会给谷歌<span style="color: black;">导致</span>7.5亿美元的经济损失，相当于年收入的7.5%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WRGz2LWLARA4ticJZofiac2Xc3lwB9Dx4gvMRQdvY7wclX9y2nXkyiauUIJcx8DACk9Fn1lzR6cwsHk1QpBialEPqQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">Google股价<span style="color: black;">显现</span>一波下跌</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">严峻的形势让Google<span style="color: black;">快速</span>致歉并承诺改进。首席商务官Philipp Schindler<span style="color: black;">暗示</span>将对<span style="color: black;">准许</span>播出的内容制定更严格的标准，防止仇恨性、冒犯性和诽谤性视频<span style="color: black;">显现</span>。但欧洲负责人Matt Brittin的话展现出了<span style="color: black;">机构</span>内部对这一问题的纠结，他<span style="color: black;">叫作</span>Google不想在这个过程中限制言论自由。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而，一个<span style="color: black;">明显</span>的趋势是，企业们<span style="color: black;">发掘</span>Content（内容）<span style="color: black;">再也不</span>是它们<span style="color: black;">独一</span>关注的重点。在新<span style="color: black;">媒介</span>环境下，Context（上下文）对<span style="color: black;">宣传</span>的成败<span style="color: black;">一样</span>重要，这<span style="color: black;">亦</span>是《奇葩说》口播<span style="color: black;">宣传</span>备受欢迎的<span style="color: black;">原由</span>——它很好地融入到了语境之中。在<span style="color: black;">这般</span>的环境下，<span style="color: black;">做为</span>自由主义信徒的Google必须做出适度的<span style="color: black;">调节</span>，否则企业们随时都<span style="color: black;">能够</span>重回更可控的传统<span style="color: black;">媒介</span>的怀抱。</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;">因此</span>，这远不是看上去的政治正确<span style="color: black;">那样</span>简单，<span style="color: black;">背面</span>有着更深层次的结构性问题——数字营销<span style="color: black;">行业</span>供需双方<span style="color: black;">针对</span>权力的争夺。否则很难解释，<span style="color: black;">为何</span>多达250家品牌会<span style="color: black;">忽然</span>“众志成城”。</strong></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><span style="color: black;"><span style="color: black;">宣传</span>主<span style="color: black;">期盼</span>有<span style="color: black;">更加多</span>透明和<span style="color: black;">掌控</span>的权力，但强势<span style="color: black;">媒介</span>并不<span style="color: black;">期盼</span>给。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高雅说。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>拉到一个相对长的维度上来看，宝洁<span style="color: black;">作为</span>了打响头炮的企业。</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><span style="color: black;">我们<span style="color: black;">始终</span>抱着学习的精神给新<span style="color: black;">媒介</span>机会。<span style="color: black;">此刻</span><span style="color: black;">咱们</span>想明白了，一个<span style="color: black;">繁杂</span>、不透明、低效而具欺诈性的<span style="color: black;">媒介</span>供应链是不可<span style="color: black;">连续</span>的。</span><span style="color: black;"><strong style="color: blue;">”</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在年初美国互动<span style="color: black;">宣传</span>局年度领袖会议上，宝洁<span style="color: black;">全世界</span>首席营销官Marc Pritchard炮火猛烈，它认为<span style="color: black;">不该</span>该再对数字<span style="color: black;">媒介</span>法外开恩。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随后，可口可乐<span style="color: black;">快速</span>跟进，<span style="color: black;">暗示</span>将会<span style="color: black;">调节</span><span style="color: black;">精细</span><span style="color: black;">宣传</span>的投放预算。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽<span style="color: black;">而后</span>续<span style="color: black;">显现</span>了阿迪达斯放弃电视<span style="color: black;">宣传</span><span style="color: black;">这般</span>的个案，但随即而来的Google“<span style="color: black;">宣传</span>门”清晰地表达了绝大<span style="color: black;">都数</span>企业<span style="color: black;">日前</span>面对数字营销时的困惑。</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;">针对</span>商家<span style="color: black;">来讲</span>，<span style="color: black;">她们</span><span style="color: black;">期盼</span><span style="color: black;">得到</span><span style="color: black;">更加多</span>的权力，<span style="color: black;">最少</span>能够<span style="color: black;">保准</span>品牌安全和投放<span style="color: black;">有效</span>。但<span style="color: black;">针对</span>Google而言，这是<span style="color: black;">不可</span>轻易放弃的阵地。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>系统不对<span style="color: black;">宣传</span>代理和第三方开放，就能<span style="color: black;">保准</span>更好的定价权，<span style="color: black;">亦</span>能最大化地<span style="color: black;">营销</span>手中的资源。毕竟，当企业<span style="color: black;">持有</span>了<span style="color: black;">更加多</span>的<span style="color: black;">选取</span>权，平台就得为<span style="color: black;">怎样</span><span style="color: black;">营销</span>非黄金的<span style="color: black;">宣传</span>资源挠破头皮了。最坏的结果是，可能有超过10%的视频没人买，产生不了任何价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">更严重的是，虽然极端主义是完全不可接受的，但在YouTube这种平台上，还有<span style="color: black;">海量</span>内容<span style="color: black;">处在</span>“灰色地带”。企业们一旦在这件事情上开了小口，<span style="color: black;">那样</span><span style="color: black;">将来</span>Google将会面临<span style="color: black;">更加多</span>的<span style="color: black;">困难</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><span style="color: black;">一个日系汽车品牌，就会<span style="color: black;">需求</span><span style="color: black;">不可</span>投放到有反日内容的视频上，这种<span style="color: black;">状况</span>会激增。</span><span style="color: black;"><strong style="color: blue;">”</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高雅说。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，Google仍然需要维持强势地位，保持议价<span style="color: black;">优良</span>，<span style="color: black;">保证</span>库存<span style="color: black;">营销</span>。纵然如此，它还是看出了<span style="color: black;">宣传</span>主们的心思，并针对性地做出了<span style="color: black;">有些</span>让步：首席商务官Philipp Schindler承诺<span style="color: black;">宣传</span>主将对<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>费流向哪里<span style="color: black;">持有</span><span style="color: black;">更加多</span><span style="color: black;">掌控</span>权；与此<span style="color: black;">同期</span>，<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>在何处播放“将更透明可见”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然还<span style="color: black;">无</span><span style="color: black;">详细</span>的<span style="color: black;">办法</span>，<span style="color: black;">亦</span>不清楚Google会让步到什么程度，但这一方向无疑是企业主们<span style="color: black;">期盼</span>看到的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">实质</span>上，<span style="color: black;">倘若</span>不是<span style="color: black;">忽然</span>爆发的“极端主义视频”事件，企业很难有机会逼迫Google做出改变。毕竟，在中国大陆以外的更广阔的市场，Google仍然占据着绝对垄断的地位。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<span style="color: black;">宣传</span>主们手中的牌并不多，眼下的抵制<span style="color: black;">亦</span>注定是“昙花一现”。数字化的浪潮没办法更改，但在这一进程中对权力的争夺始终存在。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而Google还将是那个强势的Google，<span style="color: black;">把握</span>着绝大<span style="color: black;">都数</span>人的<span style="color: black;">重视</span>力及流量，<span style="color: black;">亦</span>借此<span style="color: black;">营销</span>出<span style="color: black;">更加多</span>的<span style="color: black;">宣传</span>。<span style="color: black;">宣传</span>主们仍然难以翻身，<span style="color: black;">最后</span><span style="color: black;">亦</span>必须回到Google制定的游戏规则中来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业经营者们显然<span style="color: black;">亦</span>清楚这一事实，<span style="color: black;">她们</span>渐渐放低了身段。Group M的首席数字官Rob Roban<span style="color: black;">暗示</span><span style="color: black;">她们</span>正在与Google交涉，提出的<span style="color: black;">需求</span>是<span style="color: black;">期盼</span><span style="color: black;">宣传</span>投放<span style="color: black;">花费</span>能够打折。<span style="color: black;">有些</span>企业<span style="color: black;">亦</span><span style="color: black;">暗示</span>，<span style="color: black;">倘若</span>Google能够改正<span style="color: black;">日前</span>的错误，它们仍然会继续投放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">但无论<span style="color: black;">结果</span><span style="color: black;">怎样</span>，这一事件注定是标志性的，企业<span style="color: black;">针对</span><span style="color: black;">媒介</span>平台开放自由度的<span style="color: black;">需求</span>将<span style="color: black;">作为</span>一个趋势。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">亦</span>给Facebook、Twitter、Snapchat等依靠UGC内容起家的平台以警醒：<span style="color: black;">即时</span>响应<span style="color: black;">宣传</span>主们的诉求，不要重蹈这次Google留下的覆辙。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WRGz2LWLARBJ8ibFpAa8YeiamVJDa9Gsxm17Nx5fFibicfKg0Vk62BAb0emEH1uicESudgDyu03icvUJict9u09WnDprg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击下方<span style="color: black;">照片</span><span style="color: black;">就可</span>阅读</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WRGz2LWLARA4ticJZofiac2Xc3lwB9Dx4gZPD8drMSu0icXUISE5qnjia7kPcIN1m3GfQWXaxrH9alro1mfkhNjb5g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><strong style="color: blue;"><span style="color: black;">腾讯持有特斯拉5%股权，<span style="color: black;">作为</span>其第五大股东</span></strong></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WRGz2LWLARCz8G7DsasUmkfhBFORN991Ltpw3pJDINMUT72RXWOSZJyibjlMhBqAV6XQiaVbtj0xMwlvibp4a6P3A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&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;">长按识别<span style="color: black;">照片</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">二维码▲<span style="color: black;">，</span></span></strong></span><strong style="color: blue;"><span style="color: black;">或点击</span><span style="color: black;">“阅读原文”▼</span></strong></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;">订阅</span><span style="color: black;">「开氪」</span></strong></span></p>
回顾历史，我们不难发现：无数先辈用鲜血和生命铺就了中华民族复兴的康庄大道。 你的话语如春风拂面，温暖了我的心房，真的很感谢。 外链论坛的成功举办，是与各位领导、同仁们的关怀和支持分不开的。在此，我谨代表公司向关心和支持论坛的各界人士表示最衷心的感谢！ 我赞同你的看法，你的智慧让人佩服，谢谢分享。 真情实感，其含义为认真了、走心了的意思，是如今的饭圈常用语。
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