This document summarizes a presentation about measuring return on investment for digital media campaigns in retail. It discusses key metrics retailers should examine like calls, leads, and sales generated from traffic. An example is given of an auto dealer getting 1000 visitors, 100 calls, 10-15 leads, and 1-2 car sales from a $1000 ad spend, yielding $500 in profit. The presentation also covers integrating tracking tags, using dynamic creative and geo-targeting, and measuring metrics for video and social media integrations to optimize targeting based on data.

1. IAB Roadshow & eyereturn Marketing present:
Retail ROI in Digital Media
Presented by:
Andrew Robitaille, Director of Sales
October 2014

2. What Retailers are Measuring
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3. 3
How can retailers stand out from the crowd?
What measurements should you look at?

4. 4
A Bird’s Eye View of the Digital Landscape
Demand Side Platform
Data Management Platform
Ad Serving
Rich Media Technology
Mobile Ad Serving and Production
Creative
Production
Ad Campaign Analytics
Clients, Sites, DSPs
eyereturn

5. 5
Behind the Curtains: What Retailers Don’t See…

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Behind the Curtains: What Retailers Don’t See…
•Bot traffic
•Undisclosed mobile CTR optimizations
•Running rich media in non-compliant ad holes
•… and so much more

7. 7
The Math
Example Auto Dealer Math:
1000 UVs = 100 calls = 10-15 leads = 1-2 cars sold
1 car sold = $1,500 GP over $1,000 Ad Spend = $500 net profit

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So What’s Your Math?

9. 9
Let’s Look at What CPGs Measure…

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Got Your Math?

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It just takes one powerful eyereturn Smart Tag to seamlessly tag the entire website, here’s how:
a)eyereturn marketing provides 1 Smart Tag for the site
b)Site places Smart Tag on all conversion pages.
c)Smart Tag contains logic to determine the page name and section of the site it is on.
Smart Tag Website Integration
<!-- Start eyeReturn Marketing tag --> </script>
<script type="text/javascript" src="http://o2.eyereturn.com/?
site=2857&page=tablets"></script> <!-- End eyeReturn Marketing tag -->

12. Dynamic Creative & Store Finder
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Hockey Skates
$186.99

13. 13
Target consumers within a given latitude/longitude.
Where should we geo-fence?
•Store Locations
•Competitive targeting
•Events
Mobile Geo-fencing
Ad

14. 14
Video
Cost Per Completed View
Completion Rate
Viewability
?

15. 15
Social Integrations

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Data from campaign performance and website will determine your targeting strategy
Apply Learning from Data

17. Thank You
Andrew Robitaille, Director of Sales
arobitaille@eyereturn.com