The MO is in the beta lbs mobile advertisement Platform

At the end of 2013, Yantan said through Weibo, "We don't lose money, thank you!" ”。 At that time, the registered user has just broken 80 million, every day active users 13 million, monthly live 35 million, relying on advertising, membership, texture expression and games and other ways, the MO has been breakeven.

Most of the past year, the official disclosure of the latest data is, as of June 30, 2014, MO mo total Registered users 148 million, the number of active users 52.43 million. The number of users almost doubled the MO, began to look for expression, the game, the larger profit space.

According to 36 of Krypton's exclusive news, MO inside is testing lbs mobile advertising platform "to shop pass". "To shop Pass" is a stranger for local online businesses to provide online display advertising platform, businesses can be based on the location of accurate delivery, and users for real-time interaction.

Now the first screen of the MO-Mo client will have a game, group, and near the people to recommend the area, businesses can put "to shop through" ads, so that their store information in the region for display (as shown in the picture). The display information of the merchant includes picture, text, telephone, geographical location and so on.

And the general display of advertising is different, "to shop through" the advertising is entirely based on geographical location, to the business as the center from near to far, the spread of square block, or even the entire advertising process, all can be completed on the phone operation. Through the business of the Mo home page, users can call the business phone, the homepage will also show the user's current location and business distance, you can directly call map for navigation ... At the same time the Merchant's homepage is also an IM account, the user can directly and the user online.

According to the set time and region, active user data is based on the designated area history Day, "to the store" will calculate the advertisers set the projected launch cycle of the number of users expected to be covered, according to the estimated coverage of the number of users to charge; businesses can set up a budget for an ad plan and set a good launch cycle, as well as the designated areas covered by the ad.

Completely based on geographical location for advertising, Mo Mo is not the first to do so, but in my opinion, the use of the scene is the most suitable for this form of advertising, mainly based on the following considerations.

① fitting mo Mo User's usage scene and habit, is a natural extension under the line. For example, chatting with friends online hot, ready to meet a face or something, it is recommended that there is a good environment of coffee shop (or restaurant, tea shop, etc.), anyway, based on geographical location, we are not far away, this is very convenient.

② in the official advertising platform before the line, there have been many businesses through the personal stranger in doing marketing, this based on the geographical location of the precision advertising marketing is recognized by merchants.

Incidentally, the Mo Mo Online advertising platform, the next should be the marketing account to clean up, forcing them to migrate to the official platform, to the MO now users, indeed have the clout to do so.

③lbs is one of the most core genes, the geographical location, as well as based on geographical location can do something, MO in the previous product has accumulated a lot, such as "nearby activities" or something. "To shop pass" just accumulate a release, the thing that is ripe.

④ The first coffee shop, hotel, tea shop into hotels, and then try to figure out the "use of the scene" and "User habits" of the two concepts ...

But the vision is good, to carry out is still more troublesome. The biggest problem is, the Mo "to shop pass" advertising basic use of Business initiative mode, self registration, submission, audit, pay, and finally exposure. According to 36 Krypton understand, MO has not yet formed to push the team, but once set up to push the team, this matter has become heavier, now may not be the most appropriate time.

For such a form of advertising, relying on the initiative of businessmen, in the north of such a first-line city problem is small, but the two or three-tier city merchants generally not too high level of information, relative to the threshold is relatively high. But these local Mo's activity degree is not low, feels a bit to waste these flows ...

In fact, in the final analysis, this purely geographical information based advertising, natural is the extension of the product, is completely based on the user and the use of the scene of the commercial model. If the operation is good, its commercial ability should be far away from the member, the texture expression, even the game.