Public Comment O2O advertising model to achieve the effect of quantification

A few days ago, public comment joint iResearch released O2O industry's first "O2O advertising value model report." For the first time, offline revenue is included in the assessment system of online advertising investment, that is, data is used to quantify the actual impact of local live service online advertising on its offline store revenue.

The report shows that the O2O advertising value model can directly calculate the number of online stores to bring consumption. In the survey of ten cities nationwide, the public comment network every 10 times the average exposure of 1000 people can bring 3 table dining food consumers, 7 beauty consumers and 2 groups of recreational consumers, including Shanghai, the best, every 10 times the exposure of a thousand people can bring 4 table dining food consumers, 9 beauty consumers and 3 groups of leisure consumers.

According to iResearch survey results show that eating out an average of 3 tables, for leisure and entertainment a group of 4 to 5 people on average. For example, Shanghai food and beverage businesses, public comment network every 10 thousand exposure can bring 12 food and beverage consumers.

The O2O advertising value model also points out that besides the online exposure of merchants, the marketing capabilities of the merchant page and the business reputation of the merchants themselves also have a significant impact on offline revenue. According to the statistical analysis, the image information of the merchant page has a significant marketing effect, and 70% of the consumers view the recommended food information.