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大众点评推新广告模型 不急于转向效果广告 - 站长搜索
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大众点评推新广告模型 不急于转向效果广告

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2014-07-15 23:07:11 转载来源: 网络整理/侵权必删

AS网站目录讯(陶然)7月15日,大众点评发布O2O广告价值模型,以此作为线上广告的评估标准,试图将线下实际效果纳入到线上广告的评估中来。但大众点评表示考虑到商户的接受程度,目前并不急于转向效果广告

大众点评推新广告模型 不急于转向效果广告

AS网站目录讯(陶然)7月15日,大众点评发布O2O广告价值模型,以此作为线上广告的评估标准,试图将线下实际效果纳入到线上广告的评估中来。但大众点评表示考虑到商户的接受程度,目前并不急于转向效果广告。

互联网广告的效果闭环过去一直停留在线上数据层面,无法有效形成一个线下效果的评估体系。在大众点评此次发布的广告模型中,通过商户曝光量、到店转化率、单次消费金额的统计建模得出广告投放收益。商户曝光量即商户使用线上广告的展示次数,到店转化率指的是从线上转化到线下的比率,在这个指标中,引入了签到留言,点评数量,上传照片,地理定位,预定团购等用户行为作为到店消费的统计指标。

大众点评联合创始人李璟表示,这一整套的分析模型旨在细化用户从“关注”到“消费”的整个行为过程,并量化其中的广告效果。

按照大众点评公布的线上广告效果,目前大众点评每10次千人曝光平均可以带来3桌餐饮消费者、7位丽人消费者(美容美发业务)和2群休闲娱乐消费者,其中上海的效果更好一些。

虽然大众点评试图去量化广告的效果。但是李璟表示,目前商户广告仍然会延续此前的关键字广告,展示广告等,并不急于直接转向效果广告,因为“线下的商家仍比较传统,目前阶段对新的广告模式接受程度还有限”。

在大众点评目前的收入体系中,广告和交易的构成基本相当。自2014年初完成事业部改革,广告和交易并重的模式基本确立,在大众点评目前的六大事业部中,交易平台事业部主要做餐饮下面的团购,支付等业务,这部分就是交易收入;推广事业部主要做商家的营销推广,包括关键字广告、展示广告等,也就是广告收入。

在业务层面,虽然点评在沿着优惠券——团购——外卖——预定的路线向交易纵深,但广告仍然是点评非常重要的业务,此次大众点评以线下转化率来衡量线上广告,可以看作是在广告上的进一步尝试。李璟表示,“交易模式和广告模式从来就不是互相排斥的,广告是让消费者发现这个事情,交易是从关注转化为消费的过程,未来这两个事情在点评一定是并存的,这两个模式缺了任何一环都是不行的。”

标签: 广告 大众 点评 推新 模型 不急于 转向 效果


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