2019年8月13日

戛纳现场报道:全球视野,本地深耕 🌍

和The Drum一起直播:技术如何帮助品牌在新市场中赢得竞争优势

Author

Cape.io

本文最初发布在Peach网站。了解更多关于 从Peach到Cape.io的品牌重塑的信息。

市场营销人员从未拥有如此大的力量。如今,他们的活动被优化以适应各种设备,为特定受众精心设计,并在全球范围内分发,能够直接与品牌想要接触的人进行沟通。这是一个将良好创意传播得更远,并在全球范围内提升品牌价值的机会。

但在如此多不同接触点下管理一个活动是复杂的。当注重传递文化敏感信息的重要性被加入其中时,协调一个成功的全球活动——创意、媒体计划和格式均在本地合适——的挑战更是艰巨。正如Tag的David Kassler指出,当时他与来自APR Co的Jillian Gibbs、Comcast的Kevin Lembert以及我本人在戛纳的Drum Arms为PeachLive进行了一次讨论:这并不像简单地“翻译”你的大创意然后期望它能够引起所有受众的共鸣那样简单。 

根据小组的说法,答案在于技术和本地专业知识。通过在一个中央中心集中和自动化内容,版本可以轻松检查、管理和分发,创意也可以进行改编,使相关的本地化内容能够交付到每个市场。技术使得跟上社交媒体和在线出版商需求成为可能,并促进相关内容以保持人们的参与度。 

APR Co的“Production Optimists”首席执行官Jillian Gibbs认为,这个行业需要简化流程,使市场团队能够与全球各地的参与者进行合作。她认为,为了领先,团队必须“选择价值和影响而不仅仅是成本,理解讲故事和海量资产的区别,并为团队及其生态系统拥抱变革管理。”

“另一个趋势是生产环节要更早介入。拥有本地知识和专业知识对于帮助人们了解在本地什么会有效非常重要。” David Kassler, Tag

— Peach (@peach_video) 2019年6月20日

您可以在下面的视频中观看小组讨论全球化和本地化对市场营销人员的影响。

  • David Kassler, Tag全球首席执行官

  • Kevin Lemberg, Comcast Technology Solutions的合作伙伴关系负责人

  • Jillian Gibbs, APR Co创始人兼全球首席执行官

  • Ross Priestley, Peach的集团商务总监 

我们与The Drum合作举办了此次PeachLive,小组由记者Chris Sutcliffe精心主持。您可以在The Drum上阅读Chris关于全球视频广告增长挑战的更多内容。

非常感谢我们的整个小组、我们的合作者以及每一位参加我们活动的人。如需了解更多关于我们的PeachLive项目(下一个纽约!),请在Twitter上关注我们。 







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保持领先地位

对市场营销和广告的最新动态感到好奇吗? 订阅我们的每月《专业营销者》通讯。

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新闻

保持领先地位

对市场营销和广告的最新动态感到好奇吗? 订阅我们的每月《专业营销者》通讯。

2026年2月4日

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Generative AI can produce thousands of creative variants, but most compliance systems are still manual, fragmented, and reactive, unable to keep pace with today’s velocity. To move fast without breaking things, the industry needs a new approach: real-time verification, programmatic enforcement, and end-to-end visibility. Embedded inside the stack, not bolted on at the end.

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Captions have become more than an accessibility tool, they’re now essential for how we watch, understand, and engage with content. Clear, inclusive, and attention-smart, captioning helps every story reach everyone.

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2025年12月2日

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Our VP of Cape Managed Services Shelby Akosa has worked in advertising for over 20 years, and put together a compliance 'naughty or nice' list based on the most common festive pitfalls in UK advertising.

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新闻

保持领先地位

对市场营销和广告的最新动态感到好奇吗? 订阅我们的每月《专业营销者》通讯。

2026年2月4日

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Generative AI can produce thousands of creative variants, but most compliance systems are still manual, fragmented, and reactive, unable to keep pace with today’s velocity. To move fast without breaking things, the industry needs a new approach: real-time verification, programmatic enforcement, and end-to-end visibility. Embedded inside the stack, not bolted on at the end.

2026年1月9日

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Captions have become more than an accessibility tool, they’re now essential for how we watch, understand, and engage with content. Clear, inclusive, and attention-smart, captioning helps every story reach everyone.

2025年12月4日

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Discover how Cape.io partnered with KLM to build AirMail, an innovative AI co-pilot that generates highly customized email campaigns with unprecedented speed, efficiency, and scale.

2025年12月2日

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Read all about how our CMO Michiel Blonk addresses each challenge to bridge the gap and finally reconnect - from his presentation at DMWF Europe last week.

2025年12月1日

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Our VP of Cape Managed Services Shelby Akosa has worked in advertising for over 20 years, and put together a compliance 'naughty or nice' list based on the most common festive pitfalls in UK advertising.

2025年11月3日

无声的革命:为什么第四频道的字幕要求将成为全球广告界的游戏规则改变者

第四频道广告无障碍准则2026:强制字幕和英国广告标准。

联系我们

让我们向您展示 Cape.io 可以做什么。

Intelligent Campaign Automation

Cape.io 连接到您的 DAM、广告服务器、DSP、工作流工具等,因此您无需拆卸和更换。

© 2025 Cape.io。版权所有

中文

联系我们

让我们向您展示 Cape.io 可以做什么。

Intelligent Campaign Automation

Cape.io 连接到您的 DAM、广告服务器、DSP、工作流工具等,因此您无需拆卸和更换。

© 2025 Cape.io。版权所有

中文

联系我们

让我们向您展示 Cape.io 可以做什么。

Intelligent Campaign Automation

Cape.io 连接到您的 DAM、广告服务器、DSP、工作流工具等,因此您无需拆卸和更换。

© 2025 Cape.io。版权所有

中文