4 Things to Know: ROI Optimizer

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In the latest news about the newly released ROI Optimizer, Philip Smolin, GM Platform Solutions at Turn dives into detail to define what types of campaigns and verticals the tool might be used for. Here’s 4 things to know about the ROI Optimizer. 1. The shopping cart feature is high value for retail brands, specifically those that sell products online with a range of price points. This includes goods that fall into apparel, electronics, food, health, home and other product categories. 2. The other half of the ROI Optimizer is multiple beacon support, which allows brands to track multiple engagement events along the consumer’s path and value each one uniquely. Multiple beacon support is extremely effective for those advertisers focused on generating brand awareness and engagement or which have a much longer sales cycle, such as the automotive, education, financial services, real-estate, and telecom verticals. 3. The ROI Optimizer is just as vital for branding campaigns as direct response.  In fact, branding applications may become the primary use over time as they’ve traditionally not been able to leverage ROI-based measurement and optimization strategies for their campaigns. With the ROI Optimizer, advertisers now have a way to map and measure how a consumer is engaging with the brand, and to use that data to improve ad targeting and bid pricing in real time. 4. With the ROI Optimizer, an advertiser assigns different ‘point’ values to various engagement events.  For example, consider event such as 'Did the consumer interact with a rich media ad, did they watch a video on the site, did they interact with a product configuration widget, and/or have they spent more than five minutes on the web site?'  All of these activities have different levels of brand engagement value to the advertiser, and the ROI Optimizer makes optimizing media against this type of strategy now possible. Read more at adexchanger.com