The public comment publishes the O2O advertisement value model, takes this as the online advertisement appraisal standard

Absrtact: July 15, the public reviews the release of the O2O advertising value model, as an online advertising evaluation criteria, trying to put the actual effect of the line into the evaluation of online advertising. But the public comments that considering the acceptability of the merchant, is not in a hurry to turn the effect

July 15, the public comment on the release of the O2O advertising value model, as an online advertising evaluation criteria, to try to put the actual effect of the line into the evaluation of online advertising. However, the public comments that considering the acceptability of the merchant, is not in a hurry to turn to effect ads.

The effect of Internet advertising closed loop in the past has been stuck on the online data level, can not effectively form an evaluation system of the offline effect. In the public comments on the release of the advertising model, through the merchant exposure, to store conversion rate, a single consumption amount of statistical modeling to obtain the advertising revenue. The exposure of the merchant is the number of times that the merchant uses the online advertisement, to store conversion rate refers to the rate of conversion from the line to the line, in this index, the introduction of check-in messages, comments, upload photos, geographical positioning, scheduled group purchase and other user behavior as the statistical indicators to store consumption.

Public comment The joint founder, Jing, said the set of analysis models was designed to refine the overall behavior of users from "focus" to "consume" and quantify the advertising effects.

According to the public comments published online advertising effect, the current public comment on the average can bring 3 table catering consumers, 7 beauty consumer (beauty salon business) and 2 groups of leisure and entertainment consumers, of which Shanghai's better results.

Although the public comments try to quantify the effect of advertising. However, Jing said, the current commercial advertising will continue to continue the previous keyword ads, display ads, etc., is not in a hurry to direct the effect of advertising, because "offline businesses are still more traditional, at this stage of the new advertising model to accept the degree is also limited."

In the public comments on the current revenue system, advertising and transaction composition is basically equal. Since the beginning of 2014 to complete the reform of the Department, advertising and trade equal emphasis on the model is basically established, in the public comments on the current six major business departments, trading platform Business Department mainly to do the following group purchase, payment and other business, this part is the transaction income, the promotion of business mainly to do business marketing promotion, including keyword ads, display ads, Advertising revenue.

At the business level, although the comments in the coupon-group buy-takeout-scheduled route to the depth of the transaction, but the advertisement is still a very important business, the public comments on the online conversion rate to measure online advertising, can be seen as a further attempt in advertising. Jing said, "Trading mode and advertising model has never been mutually exclusive, advertising is to let consumers find this thing, the transaction is from the attention into the process of consumption, the future of these two things in the comments must be co-exist, the two models are missing any one link is not." ”