【营销】抖音广告创意观察报告（2019-2020年度）-巨量引擎-202007.pdf

1、f9a1cbada9f067577bff914e89abc37制L4f9a4701837937764eb8a0ece8a77228L4f9a677f0c04f4eae1ccaba80223617e1L4f9a9bb26f41bc4a868ff2b066b543f4L4f9ac8f2bb68c67b73093bfc8091a1c0L4f9b168e6c4c3e2b8b1898c9e2317007L4f9b99d18022102b06c53a64f21cf26b稶L4f9bfecdffc58c9abecae092f68282b8L4f9cb6923aa91bf26e56433d6a5370c8L4

2、f9cc3fd76327199dfb4cbc75d362b01L4f9cc4dbb2060e0cc47c45e9b2724886逶L4f9cdf1278b4640af15e8a049fddee9eİL4f9d27d6dd7da0d0fb9a865dfa1026f7谶L4f9d50be0ddf91452a31496190ead714L4f9d578c11d33243d43355480b3b777cmL4f9d82aec8bbd4eb82da1bfadd6108c0L4f9d8cafb0c8b9811cbfa3e8feeb7ccfL4f9d8f00da5d10024e98a4578a20f2b8萶

3、TL4f9e21b8e74dff5eb0e921542ef937a0L4f9edb038a8f187784ed70e5c2ffb5e0娶L4f9f4c888f60f52fcc2b6542e0a633cdL4f9d2fc626fecd46f598162819c87e9fL4f9d6265e6f2cfb2df014e1799156e22L4f9f7ee80697d316a79377e1a40f767f笶L4f9b7a676d734cf269b1b5c6d711eba9L4f9b5b754c6852e453d92b7c2941f01eL4f9d2bd0005eb1326f9f5e25c55b234d

4、L4f9d88bca55e477a6da2b7a6a3d744ef蘶L4f9dc255d2bc71848bf44a9b1263bc6fL4f9e1859ab88fd8bafdf73ef45dcfc47L4f9a3d3a945e1dc4fdd910f173a4350c琶L4f9a3c970438728ea1527ee39885bb34L4f9c7bbfb3e0a249c97b36d2bbece20bL4f9e3e2c7e242fb46a2afbaafc45e887L4f9d922e73ffb793a10411b2d9a22978L4f9e86bf9b6c1622e1625110c2dde23bL

5、4f9ba8fb3de84068967a3272661ebf5eL4f9e0cc58886d3bd1bad226700d9a64eL4f9b02ed3e07c9a9bca50a90013c89a5倶L4f9e4f5dd3a8f38505a4b461ca8ca8c7L4f9f34c9b142c83b7798f9133865bbb4萶L4f9dee0700c6e61d41684403e2061502然L4f9b71dfa76ec548d78845347e26d4f6L4f9f5eeac677ad6930456a85835bfa8eL4f9de52260a559ea7f910cc986527d54L

6、4f9bdddd6f46770d600304b72a46cea6L4f9cfe4165da118ab58950066b64540fL4f9d6079f36e344c96bdc02f9b01e491鰶L4f9fd4d820811290873d21ac535612be吶L4f9a3a26fb5dfff9cface3ba721ddf8dL4f9c74ebd4e8d1585173c4bb1fa5f1d0瀶L4f9dcd15f6f65bf752bf391c52fa07a0嘶L4f9f390eb56bcdc96bc82e4eb81212b7L4f9e3c42a639bc663a5f36fc88688473

7、制L4f9f04c8d2c4d22e1307786eb5a80effL4f9abd8f3cd6b79063743f689ee42765L4f9deca28699538b5da3e65d52c796c2L4fa0b7c1eb4c8cb50f14cd3cdc7c5a66L4f9c7bbfb3e0a249c97b36d2bbece20b褶L4f9ff7492d62c339af123060241df467L4fa484d8337f354b6ed01a3254d3bfdbL4fa0d7e5f0ab47ccacfd5ba331daae296L4fa6bfb285d883b94f5a610b928f7d12

8、褶L4fa5f38f7552b4caf406c9f44ad93128L4fa4efb37943ee2b8035f8c774189b80L4f9e3e2c7e242fb46a2afbaafc45e887L4f9d922e73ffb793a10411b2d9a22978L4f9e86bf9b6c1622e1625110c2dde23bL4f9ba8fb3de84068967a3272661ebf5e茶L4fa1fd237be37601871c5db6817d0b17L4f9e0cc58886d3bd1bad226700d9a64e鈶L4fa55634953631c36e612e3fb6201265

9、L4f9b02ed3e07c9a9bca50a90013c89a5耶L4fa73a0e9ef591aa660709bfbd12da3aL4fa394e7d62c2f1a7c0e135076b0a0c8鬶L4fa4c342dc0a76af93891ff5b1d47c4e倶L4f9e4f5dd3a8f38505a4b461ca8ca8c7L4f9f34c9b142c83b7798f9133865bbb4L4fa5bef207c592780827dcde1549d5d4L4fa5fa00044561417e5ace3c8a0ae20fL4fa5e39a2cace39681c690dfd9415904

10、萶L4f9dee0700c6e61d41684403e2061502L4fa59e05fc7503dc3d059bebca6eb819L4fa08bf940cca370eb3742f2bbf2abe8然L4f9b71dfa76ec548d78845347e26d4f6蘶L4fa1f9db5edd7225a921b23766f79a33L4fa4a529ef436ffd15200c1f221c2b9bL4f9f5eeac677ad6930456a85835bfa8eL4f9de52260a559ea7f910cc986527d54L4f9bdddd6f46770d600304b72a46cea6

11、L4fa2dda7b1e92c5ce16d1ca8eae996eeL4fa0ad44ff524bf626a7ea870f3e5c4dL4f9cfe4165da118ab58950066b64540fL4fa47f34c81d99f12cf1358d8352c654L4f9d6079f36e344c96bdc02f9b01e491鰶L4f9fd4d820811290873d21ac535612be吶L4f9a3a26fb5dfff9cface3ba721ddf8dL4fa03be70fa9f2209a6d28728ec3988bL4fa3bf0996b18610f188225bc48d5a53L

12、4fa38bfcfe6290c88005e3a8681eabeb謶L4fa262b3e0915e3234489db4dcaa8962L4fa62c8c1f7c66301ee7109b490db8ccL4f9c74ebd4e8d1585173c4bb1fa5f1d0瀶L4f9dcd15f6f65bf752bf391c52fa07a0嘶L4f9f390eb56bcdc96bc82e4eb81212b7bf0ea6c18704dfa18e07e642d8068fbL9bf13f4809ce4ce1677b52dd705e4a67帶L9bf164fd5f1aa31eadb6fe14b87a6d9d褶L

13、9bf16593b042afeede734b297e4f906e簶L9bf1f7865df10f0d353f11f0c1c8a974椶IL9bf426ad89baea2f15376031c3dc6a42L9bf48753f99a4239fa3d08f7a41c60eaL9bf489fcbee558125bdc1961b67d8db5欶L9bf61957f89a8f6bc751f06c64f4f308錶L9bf630f21619f6aea0e99f554d274f1c褶L9bf720719b125caba81fbf731ff7c04cL9bf849144a6104e35a8fed51a44760

14、e8霶L9bf179b1cc0bb629d15fccd8690d252b丶L9bf9ebbda46178eaeb402ef0c9cebb1aL9bf4958994b919d58edb5386c9bf2563怶L9bf93218d93c8ea7773ed2a871497b2aL9bf1da695548e5094b98192f8ebceb74L9bf1ac277c53edbd1975fea94d89bff9L9bf15bf2809bb3903d52c26bf06c1fa7L9bf5b6fc43ce2b83fcb2d7ae10b48d1d瘶L9bf90bff8e1c5df2d767bbd97b621

15、bd9L9bf91cb94f792a6f832d564d69d7e12cL9bf3a53266c4a4612fae56e0713e285fL9bf133c157391473d0a9a11e9dff4d13L9bf7573b678b26a3e057db8f31c076a6L9bf56c3e750ed89dd25be23d0eb3ba90L9bf507fd2b01dda79a550e446b869848L9bf165062cbb7aaa7f629a843a3071a7L9bf38be93167623da313fbcef6efc55d崶L9bf55cdb1d22400cf4d20cdbb7a741a

16、8怶L9bf6635fa22cd8071ee697c1439f3fcdL9bfa566e0fc0d3aa6459d7820fe2ab54唶L9bf389dabb329b0304d08a86ed7cc883L9bfa2615964481e1886a73e9fe2c50b5L9bf6132e3f64af0423a8700f26c9ebccL9bf96e904a28f8ac52f1b09ddd016563朶L9bf30ccee7420eb57e7135559450a216挶L9bf5f138457c5800fcc0d2dd2e335251怶L9bf13b40d23729a351785f3497939

17、4a9L9bf95bc1b081dacb80844813418161f7L9bf4f24df7d2aa15305b2f9072a91acc漶L9bf69b42f8d000dabccb9713e273d79cL9bf74943bd5ecf8ba6c7ef981419f08cL9bf500f4629aa027c92943921673d175L9bf608aaad6e04d5d17c0501aff41c6bL9bf204e95fb417359e84798eab6b54d3L9bf8f5ad1eb17952602a1c6cb6bc1783笶L9bf9306b828b6f2573ad80d801cb36

18、7bL9bf1384cc87237fcbd0254a235a24f70弶L9bfa39e1f15c95617d9df7fe5df3c420L9bf3aa59966739b16f54131e0c9b9a65鬶L9bf37cdd4a74921acebe63d8046b443cL9bf27d3eaab8dbb4ce6a8c67cddcd96aL9bf22a986f8071fb473046deb4b00828锶L9bf2d1a4aeba85b888dcf215753850c6L9bf171faeefe2cfda58c7a40c70282feL9bf7e9e7d381f45fbf53e70f2918db

19、f9L9bf93c39771177327de4e1b65b359de7鰶L9bf73fe28568020b2194be54d87245ba然L9bf52abd69a947a268753bb252f09a25L9bf39e5c80ab4d26bd67e6a35cb55433L9bf19aacd11c26fafbb13c78050f1a42鴶L9bf5f587d7143438c3b60a7a86437c05L9bf18f1f8f06b4e48556baeec8b841de鰶L9bf2340c3be23bc012eef6c3a2723e53L9bf1a0b0bc3997dda96a99587bafc

20、087L9bf4d89856e86b5da8e50cc852f1a10dL9bf90df378dffae1b055b26e813ac7f4挶L9bf5122c467e6d42a9afe2c124eaa0a3L9bf742ede874754c5e5ca8e9d8a75554L9bf2163c477aa10920099dc8ad90133eL9bf1a6ce726fbc2840a1d61ab698c057L9bf2a74e5ea61b64832dbad64175b2acL9bf2a74e5ea61b64832dbad64175b2acL9bfcf53329dc7c216c1ff1999c6e3cf

21、2L9bf96e904a28f8ac52f1b09ddd016563朶L9bf30ccee7420eb57e7135559450a216挶L9bf5f138457c5800fcc0d2dd2e335251L9bfbcddd5b9471e9abe78b00bffd333b怶L9bf13b40d23729a351785f34979394a9L9bf95bc1b081dacb80844813418161f7L9bf4f24df7d2aa15305b2f9072a91acc漶L9bf69b42f8d000dabccb9713e273d79c尶L9bfdf78e7b9cb558eb50139dc0346

22、c10贶L9bfaf18548d85f6ceb3f8914d2558a3fL9bffe66831a7b5fc919261f38d4033bcL9bf74943bd5ecf8ba6c7ef981419f08cL9bfe7942ce063d95d9f50f2db111cd0fL9bf500f4629aa027c92943921673d175L9bfd2d020679eea50090da6918e9b67dL9bf608aaad6e04d5d17c0501aff41c6bL9bf204e95fb417359e84798eab6b54d3L9bf8f5ad1eb17952602a1c6cb6bc178

23、3L9bfc14a4f6260b604f7f6df481a737d9笶L9bf9306b828b6f2573ad80d801cb367b縶L9c0106f310c3cd23fb751f2fd69a722eL9bfcf630d4723309ee6c8c39fb027b69帶L9bffe13ec52df5d52be83aabf9a6167cL9c0164ba22a2dfe2248c1a643b096a20L9bf1384cc87237fcbd0254a235a24f70L9bfe1e93096b65c04e180fe2235c571eL9c0181ab96be7ee106f779d2b246160

24、2弶L9bfa39e1f15c95617d9df7fe5df3c420L9bf3aa59966739b16f54131e0c9b9a65鬶L9bf37cdd4a74921a4f6b409b321de86665417f764eb0584吶jLf4f6c00d45dc450a8740a56325a178fbLf4f6ec9b8934de40ee17b2ef963897fbLf4f736f5503bdb644f4220862971dac9SLf4f88d8d20b994089e77a9055fde2493輶Lf4f8d7468bc7ef2a7bda8b30f6f0f088椶Lf4f8fd80807e

25、9b4fdd7292f20883787bLf4f932bb0ac14609999c3edb9e68ef04kLf4f97343f88dc569b6e610474f31b3f6蘶Lf4f9dece30763dfe0706e6b0e39bcd84漶Lf4fa1158ce95c0cf3ae5dd213dee4aacLf4fa1613c8177ca5c896e0da6e34f254Lf4fa69ed73657676346555f4e5f24121MLf4fb717ecd7fd6a7012e64469c8a33b3Lf4fc0053cdc50be49a691683a81b0144Lf4fca5d5f23

26、21750e2d998041b6d9b19Lf4fd67117038b8f2d37e28958e3dd6c6礶Lf4fd9b7c58690222a4020fcef0db6fe2Lf4fdea816d97cdc7428473635d3ec042Lf4fe5b7e7b4c4eae0568666b02855a22Lf4fe7b12a8a485de266fe49cc3d7beb1瘶Lf4ff488ae160522528c322f3ca947114Lf4ffd31ab974342ac24af21db83bb34c弶Lf4fff968e4ea93fea064f39e40587a0dLf5001137007

27、4ff48e57307cdaa0d9a4eLf50074bf9fbe1de1e1beb5cf972bf4a9Lf5008bc311a6451a48e25d2cf227e606Lf500af1a2b9853e5345174a95f6fd269倶Lf4f6c483fd71d7e48a0b97e00d7a7a96漶Lf4f93fb5d07f8e059e9aa32a1fdd503d圶Lf4f767a4d0d43f8f85f2da6c16ba4e79Lf4fd97e106d45af7acb9fe89e9db05faLf4ff0132b1055f38a1a8106b076566f4Lf4fd0a71a75

28、f1c8df5ff37cdc5c1a89dLf4fb5e976d63c570468c26be326d1341Lf4f98a88d6bba7b4f0a1b84f0dc64292Lf4f82fb621d580f8775789d52111cb36Lf4f98c30a99d6a54a650d4714af326b5礶Lf4fe60749592802ef7065d2cea82ca5fLf4fe560702838f3c8024d17e772d7aef錶Lf4fb09f9ad71d4f67c473326cfa76eb5Lf4ff260d394d41083be8096a4e1ea6a9Lf4f9787b70aa

29、af0cbd41d53368d2e93bLf500ab3656e7bbe81cc0de9cce19893cLf4f6d92f3a014dcb48582c3fbe75854cLf4f8f90ef770b08d1c61371d453e8d97Lf4fd0f2e21fd05bd360842737b2cb9daLf4ff2bdfdc0f0248aecfbb94d3083d42Lf4f731830545fc08f1c9248226dccd1bLf4fdaf41817d65f368d81b3609f1e2c8Lf4fbaaa7a555ba4ba072ed9de5df7cceLf4f9d5b8f85c08f

30、3075940055400746eLf4fa5486bf5182d331a13d87effceaaaLf4ff9f27fe492c1a14e5c1cd4dd63eabLf4fe7d8be733b04d976db874bc596716Lf4fd5a0b59b3ab633b3ddd289fa0e6ad椶Lf4fd127fa4239fc043f9c5b64e0a856cLf4fe221544a58d73763f439fd1de8a65蘶Lf4fc755675843d4f75e595a5c17fba57Lf4fa98e0be5124eaffdeccb87a34458aLf4fc90759acd793e

31、ded19c64a7c4c89a6Lf4fa8db0068c75d0fc4781b2edc938a7Lf4f930cf13cbbdd5513ce5e1ce704889Lf4fb6c19df58e835eb75f0a5c5a14ee1蘶Lf4fdf17c9bf52770c3db6d68cf7dd295Lf4fe4b321e7328c744a8141ba17f70e3Lf4fa3526dcc5057ad868aee1472c8141Lf5008ccd24ae1581507b04e2b02aac03漶Lf4f950ca210f6071c0c24428fa23b098弶Lf4fd1f06ad7fc31

32、ad02efcf7e9fd3e86Lf4f76b1ab8c4a8c1c23e51dde95f9e62甶Lf4fbd71df1ccaf7294dc535bf24b87a4Lf4f7305651b4b180ceb51e8188591a94Lf4f8ee7d61c75b8f09a06e69c996492aLf4f9b1bbb128d158bb9befbdb4e856b6Lf4fade283a56d9b81179902437a764aeLf5008ce309a1b39cb0a5085896c5bd57倶Lf4fc87d76f6c816427e21784a9217bcfLf4f89ab476be6867

33、d136b2e350d31e43Lf4fb37124072b9cc14d6aae3e9a26a91Lf4f98448c6d6903e452d28001131b491Lf4f9913f86d7c86a36a97e651e9923a5Lf4f9e5033be33ca609db26c5cd17c532Lf4fc923d9a6c2fe1a33b58ceb3f9b745Lf4fd18ebe6d7ec3e103261f9de5c88a2Lf4fd18ebe6d7ec3e103261f9de5c88a2Lf4fbc7a7bd57027a34195c8573765ce0Lf50453aa628b030504b

34、5c40055125913Lf4f6d92f3a014dcb48582c3fbe75854c瘶Lf50b14040c0b714f8a7dc08dce683d91Lf5098ee805ca87993c2999df7e36809f脶Lf50bc3d7de3f2b44fa74240184335100Lf503950d57ec6a3cfa34506c28e72660Lf50113d87046b34e53c3771ce7677e5cLf4f8f90ef770b08d1c61371d453e8d97Lf5039d5400d771d7b0539953af41f841Lf4fd0f2e21fd05bd3608

35、42737b2cb9da堶Lf50dc32fbf1e825b42769a2d7e5c38f5Lf4ff2bdfdc0f0248aecfbb94d3083d42Lf50df5ebd217d009ffd353e58b4840b4Lf4f731830545fc08f1c9248226dccd1bLf509bcd626f43165f30a2c391c61427aLf4fdaf41817d65f368d81b3609f1e2c8Lf4fbaaa7a555ba4ba072ed9de5df7cceLf4f6d6a1f000bcee146967dc44cc318761蜶L36d74d7a7c7f309703f

36、eae88186ad336OL36d78ac3f69990664805d443778f6481L36d8c4e0cc1f39649b004d9242852be8L36d8d9f79ca6c3f3fc2b4e29cec5f332QL36d8dce96e8ebbe6439098a7c52f90a6L36d927a58538e6701096a8ea6bd7682cL36da88c7e0275735b6228951001a5d9d儶L36da92aa512eb862bd66547614ef55db戶%L36dacb5c9ddefdd3f3ffde6d64a4a69aL36db6dabda39be74d

37、f8a760df380e766L36dbe502f92cb56b2bdd5356558d6ab5蜶GL36dca8234cbdaaa15bced3442d687f4aL36dd0ff4dfa8fa2144a1c9d5a70874256=L36dd37352ae1ee1234fda395fceebf90挶L36dd37be4e4d1bf1540f52286e93783bL36dd5f20b8da267d8c1da9ac06a5fa76L36dd7be62542f0ab1caee2faf8dfe312L36ddcd4539dc991e757311dfe881a1c8L36de2240cec3287

38、d1c80ba88531448afL36de40b11dee086036d0e7151be36bfaL36df03fa4ba016ca08de241e1a9d023c樶L36df181555b27ae27fbd76e3534e0387L36df43d859157f11ec11608a5e27ad48L36dfa2e3c47d53ecf55c6fb1bd5d1da4L36e124d5318b78ee81592016b20565dbML36e1362317887db3eb091cb3d199e4f4L36de7a1c1db1f89d622422a6a61af96c搶L36df7cdd7f489cf

39、8c61193f95df03aff霶L36e08205a57a043883d4739ce0c3ae55L36e058de2c2866798f15f79f86e487eeL36daa7b6b896997ea815b5790dbf9d9fL36d99fdb6709eecc34f151511790f77b6L36da3fbf9310ff34466951e531aa8e4aL36d9f396690330944ac2baa4409d4faaL36dfb33169812776f828d0df53301bacL36db713e16341e831572f9aa20905cedL36e0ba4b099ec55b

40、1d7857b3761ec770L36df44a66b8765988ba0648510f7ca9dL36df70223d6480a73f2a6965d793b156L36dbeff09f6f949e425bffe3bd1782b4L36da68c18e9306ed76f5ac52acf2d507瀶L36e10cb69075f8c37afcf2c8215016afL36dc16f75c47a82ffdaaf36e29e638fe簶L36de4baab0c5e6ef62b35a174de9ede3L36d8554c9c8af41f87c8e41f92a59896縶L36dec4b136b6ae95

41、7c0b984bbacc3bf2L36d8d3ecd7e11226c477367d8c7e8b7aL36dd664081d4e491cc59063c1f26b48fL36e08f8a1ad47f9ebf4c93fef7342941洶L36e14132dbaad48389a1c5e1d44ac983瘶L36d80b602cde0b0945be96baeca8512e欶L36e0e67c3466382390f5400568ccb51dL36e0b580e9edf616a3f825075f6d742b逶L36dc46e855adc29df3cb6b7f4f31dac5L36de1177ef1c7cc

42、9959cf950540f4dd6錶L36d8be640b6c9ce832b4a76c24255988猶L36e12cbd914bcde1acef9a4386d05a0fL36dfc2385ae29d10df4c96e2d35b2b60L36ddcd48125b80f3408c250b1a99c55cL36e039f9307fbd271895816c055938fc脶L36dcb9f8ee9f745b3ee4429fd2ff634eL36d8a1f299052455aaa42f8e557a466fL36d6ae66023171a2b49cdda7af67806eL36dcc20e7c97141

43、3a88cc549ee14f73aL36e0c1c5c683c17fa067b37914f9353f騶L36dbb9a0ef27104c74f30870cad9a313崶L36dfb3b76ccbf8d6c8ad23a7ce3a883eL36d75c4dba5223e5da18f414ec900169L36d8de87aab028020746e42b27f5cc99蔶L36d77bb52922ceb34c2c89a457dc634fL36d73144e3fd0a03081b0907f2125fe1L36db0acbd3c82af2c30e94e3b1d29e9f逶L36d6e24d3a48b07315ac55dafd0fc457L36d8f21d88cc06393663558a619b3bb1L36d8461d4587b9a4459166314d62daa7L36df1c2d3a6414a996fe420832654e2c倶L36def1be794d3d38d6502