Absrtact: July 15 Afternoon news, in the 2014 Beijing Food Industry Summit Forum, the public comments on the United O2O industry's first "O2O Advertising value model report." For the first time, offline revenue is included in the evaluation system of online advertising input, that is, to quantify local
July 15 Afternoon news, in the "2014 Beijing Food Industry Summit Forum", the public comments on the United O2O industry's first "O2O Advertising value model report." For the first time, offline revenue is included in the evaluation system of online advertising input, that is, to quantify the real impact of online advertising on the revenue of online outlets of local life service merchants.
According to the report, the O2O advertising value model can directly calculate the amount of shop consumption brought by online advertising. In 10 research cities nationwide, the public comment net each 10次千 person exposure average can bring 3 table dining food consumer, 7 beauty consumer and 2 Group Leisure Entertainment consumer, among them Shanghai's effect is best, each 10次千 person exposure can bring 4 table food consumer, 9 beauty consumer and 3 Group of Leisure Entertainment consumer.
According to the IRIS survey results show that the average 3 people dining out table, the average 4~5 for leisure and entertainment Group. To Shanghai food and beverage merchants as an example, the public comment on the network for each 10次千 exposure can bring 12 food and beverage consumers.
O2O Advertising value model at the same time pointed out that, in addition to business online exposure ability, the merchant page marketing ability and the Merchant's own Word-of-mouth management ability also has the important influence to the offline income. According to the statistical analysis, the picture information of the merchant page has the obvious marketing function, 70% of the consumers will check the recommendation information.
Public comments United Founder Jing said, has been, the effect of internet advertising closed-loop stay on the online data level, can not effectively form an evaluation system of offline effects. Public comments According to consumer behavior habits, finally through the merchant exposure, to store conversion rate, a single consumption amount of statistical modeling to obtain the advertising revenue, the offline sales revenue into the Internet advertising evaluation system, set up a new O2O advertising value model.
In the catering industry for example, the catering summit in 2012, China's Catering O2O market size of 38.66 billion, 2011 growth of 87.1%, 2013 market size will increase by 61.1%, to 62.28 billion, is expected to 2015 China catering O2O Market size will reach 120 billion.
How to choose advertising platform and carry out advertising revenue evaluation is an important step for O2O practice of life service merchant. Public comments Promotion Division general Manager Thyristor Introduction, the public comments on the past through the keyword promotion, group buying and other advertising services, to bring accurate exposure to businesses.