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7-3+32%+20%X4.1 X1.6 1/曝光三波段 蓄声量5.155.24-6.18 COV SOV Reach节奏 T+0+2 0%I P 6 1 8 4 26 3988 1688 628 288 A I G C&2/种草种收链路提效3/生意付免流量加码 1.4 5.1-6.30 PV 8 0%5.15-6.305.246.16 5.1 5-5.20 5.2 4-6.18 5.18 500w+50w+33 T V B 150w+11 S O V T o p v i e w/c p m S O V 5s OTT-/20+100+24 4 30+3 2%30%B U F F 3 5.206.185.31Big day-+3 5%-2 5 w-1w IP 618 2000 5.44 15 2 0 w 1 0 w 5.15-6.18 2 0 w 5.6-6.18 C P M 8 5 5.1 5-6.3 0 Q2B i g d a y 4.1 2-6.30:1.8 w 2.8 w 5w2 2/0 12 3/0 12 2/0 72 3/0 72 2/0 32 2/0 52 2/0 92 2/1 12 3/0 32 3/0 52 3/0 92 3/1 12 4/0 12 4/0 3 GMV 22 D11X 1.323 618X 1.423 D11X 1.5 88%25%88%25%12%75%*2023 1.2 1.6 1.0 1.1 GMV 4.1 GMV 1.3 GMVA1 1 A2 A3*A4/A5&A1A2 A3 A4A5 SOV COV 5A to 5A GTATM 5A 5AGTAMediaGTATMGMV GMV=+from from GMV Ax O A1 A2 A3 A4 A5 GTA 5A|&/Reach COV SOV+TA()SOV()COV()1 2 3 Reach 618 5.4-5.14第一波 第二波 第三波5.15-5.20 5.24-6.18big day：5.31、6.16、6.18 开门红 5.24 5.18 big day618 5.4-5.14第一波 第二波 第三波5.15-5.20 5.24-6.18 COV SOV爆发期xx开门红xx520 情绪节点xxx TA*5.24 gd 5.24-6.18 gd*1 90%+/topview!/*NEW!-NEW!11 OTT*AppGrowing2023*QuestMobile TRUTH 2023 12*TGI=/x*DAU TGI*Top TOP1 TOP1*70%+64%73%80%(101;99;40+138;()105)(101;99;18-40 125;()108)(128()128)/1.8e 80min 1e 60min 7e 115min 2.1e 136min/TOP1 OTT x*DAU TGI*Top TOP1 TOP1*70%+64%73%80%(101;99;40+138;()105)(101;99;18-40 125;()108)(128()128)/1.8e 80min 1e 60min 7e 115min 2.1e 136min/TOP1 x*DAU TGI*Top TOP1 TOP1*70%+56%49%42%41%13%10%10%9%64%73%80%(101;99;40+138;()105)(101;99;18-40 125;()108)(128()128)/1.8e 80min 1e 60min 7e 115min XXe xxmin/TOP1+OTT 3C 3C 3C reach 1:2:+18-40 TA TA&cpm70%(50%)(50%)7078%(25%)+(25%)(25%)+(25%)56 8%TA 20%cpm*TA=/TA*Ta cpm cpm reach 1:2:+OTT 18-40 TA TA&cpm70%(50%)(50%)7080%50 10%TA 30%cpm*TA=/TA*Ta cpm cpm(25%)+(25%)(20%)OTT+(30%)NEW!-TA-!+DSP n+reach OTT APP NEW!5s 5A TA OTT OTT TA OTT OTT CPM cpm OTT-OTT 5,000 18/cpm OTT 2,500 50%OTT-OTT 5,000 23/cpm deeplink/1,000 20%-deeplink/2,000 35/cpm OTT 15s 5,000 OTT 15s 2,500 50%-deeplink/2,000 42/cpm OTT 15s)5,000 deeplink/1,000 20%618 5.4-5.14第一波 第二波 第三波5.15-5.20 5.24-6.18打Reach SOV 爆发期xx开5.24 红xxBig day 518 x X 3 1+2 SKII x 3.8 X 26 3+88 2024 3+/Mx Lx Sx Jx UGC COV X 18GMV X 2COV X 32GMV X 3COV X 5GMV X 1.2COV X 24GMV X 1.3 TGI 5.1 5.206.18 6.1T-30 T-106.30T-10 TBIG DAY 525 520#100#520 618#KPL#510#510-/618 100+200/300/500w x&-v/+x x x NEW NEW x/NEW x C P M-50%C P A 3-43%9%13%60%86%56%44%O 5A A3 100%+T+8 T+9 T+10 T+11 T+12 T+13 T+14 T+15 T+0 T+17 T+18 T+19 T+20 T+21 T+16 T+7 T+6 T+5 T+1 T+4 T+2 T+3-50%-90%-99%3+2 1 2 3 2 3 4 5 6 1 8 9 10 11 12 7&-VV VV3 2 +10%+493%+254%GMV GMV GMV PV UV case vs 5 A3 N 50150 500NEW618 5.4-5.13第一波 第二波 第三波5.15-5.20 5.24-6.18打Reach COV爆发期5.31、6.16、6.18开门红5.24520 情绪节点xxxSOV SOV SOV SOV A SOV=40%40%A A SOV=20%20%AShare of Voice+GMV63w+GMV236w+SOV show 0,7%2,8%+290,3%SOV 17 34 17+SOV SOV SOV PV 45%PV 55%/#&CPM 1 i/&bar A3 UGC/24%18%17%15%topview*AD*PV PV SOV Step1-Step2-Step3-or+132%38 38 38 SOV TOP1+36%+SOV TOP1 TOP2 TOP4 CVR+80%CTR+100%GMV 5 CPM 85 6k 6K 6K *GMV Step1-T-14 T-11 GMV+10%Step2-Step3-Step4-T-9 T-8 T-8 T-6 T T+7 14 150w IP IP 30%IP*618 SUG/+icon/+xx%by 520:5.15-5.21 618:5.24-6.18 5 15 5 24 6 18 5 20 5 1 IP IP/618 6 5 3988 6 1688 8 628 10 288 12510 520 2024 2024 100+100 TVB 618 2000 520 CP Star 3C*PV/+1min FL/VL=+1min/topview=+/40w 80w 100w()12w 8w Feedslive 17w 3w()24w 20w Feedslive 31w 5w()30w 25w Feedslive 35w 10w 70%12W 8.5w75%23W 18w80%30W 24w CPM Pro 25%Plus 50%&CTR 10 1w cpm 50w&/:50W ROI(cpm)CPM /()/1.2.1,*28,*Datahub TA n+reach T+3 VV&A3总VV广告VV自然vv vs&A3无加热有加热*-T+14T+33 14 AD/1-3 1-2 1 1 1 1-3-7 0-3 3-7*DOU+VSDemoT+0+20%0-3 5*+20%+CPA3*A3/AD EA bench 24H 12h 6h 3h 1h+7%CTR CVR ROI 24H 12h 6h 3h 1h+64%24H 12h 6h 3h 1h+16%*-&1-2 1 T+1 for/T+0T+3&for 3 T+1 30Min 5 FL FL*+32%*=FL UV/UV30min+32%/T T-6/FeedsLive/VideoLive Q1*id*3/1-3/28=/+30%*5 1.*5s2.bar|Demo&*+30%+CPA3 A3 A3 5 Topview x 3*1.0T+0+20%+30%30min+32%5 5 5 x/-20%+2h 3h 4h 1h6h 5h New CVR+2 6 0%+4 5 0%PV GMV GMV 94%24-189 129 129+200%7 vs 6)+58%3 24 GMV+31%/GMV 99 10 89 99 01002003004005006000500,0001,000,0001,500,0002,000,0002,500,0003,000,0003,500,000Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10+79%+47%GMV 38 vs GMV 72%-2s/3s/5s/10s roi GMV 15%-20%35%+35%GMV+15-20%GMV GMV GMV ROI 1.2.GMV3.*5+24 GMV 104%24 GMV 110%30%7 X 121%GMV X 143%GMV 10s PC/0+27%&72 618 2.1=60%2%=120%4%=300%8%N/10000/ROI/618 72 top N+xxx Top100*5%30000 Top 100 100 5 10000 300 100 350 500 100 3500*/x%topx UBP+212%ARPU 212%+13%+90%ROI 13%90%23 618 5.1 520 5.21 5.316.1 5.20 6.3 6.15 6.18 4%7 4%4%4%*ROI 4%Reach COV SOV SOV SOV IP IP IP IP-BUFF AIGC UBP O SPU A1-A2SPU A3SPU A4-A5 A1-A2 A3A4-A5(SOV)(Reach)(COV)5A GMV to 5A/SPU5A-/GTATM IP AIGC+TVB/IP#IP#IP#100+活动复盘期-5A-5A/SPU 5A
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