New Feature: eRetail Media analytics for Online Grocery

How do brands know how well their digital banners are performing? We've launched a new service to help CPG brands better understand banner activity and measure ROI from their eRetail Media spend.

Presented by: 
Zoe WrightNovember 5, 2020

Track and measure eRetail media visibility. Enabling better ROI  for brand owners

As shoppers moved increasingly online, banner display advertising on retailer websites quickly became an important means for brands to deliver key messages on promotion and value, NPD launches, cross-category selling, and the opportunity to trade up. Yet, as many retailers or their media advertising partners restrict the access to data providing only limited metrics on performance, how do brands know how well their digital banners are performing?

To bridge the knowledge gap, we have launched a new service to help CPG brands better understand media visibility and competitor activity in category. Our new eRetail media tracking feature allows brands to measure ROI from their eRetail Media spend.

In this article we’ll discuss:

  1. How e.fundamentals’ banner display tracking feature works
  2. The type of data you can access with the banner display advertising tracker and how it helps you monitor your competition
  3. How to utilize banner display ads insights to improve your future eRetail media spend and retailer conversations

share of media

How does e.fundamentals' Banner Display Ads feature work?

Our banner service works by gathering data from a range of banner types displayed on retailer websites. We do this in regular, short intervals from the home page, category pages, search pages, and detailed pages from the retailers you want insights from. We cover and provide insights on display advertising from major UK and US retailers such as Walmart, Target, Tesco, Asda, and more.

The ‘data-gather’ uses your brand’s pre-aligned search terms to capture the ad-related data. This will also include insights from multi-branded banners and those included in a curated experience, such as seasonal advertising.

The e.fundamentals platform will serve users with the following insights

  1. An image of the branded banner in real-time which will confirm:
    - If the banner is displayed correctly with the right message and content
    - If the correct visual creative is used in the banner ad
    - If the banner is in the right location on the retailer’s site
  2. Daily visibility percentage data on banners within sponsored banner positions, number of times the banner has been seen, if in a carousel which position, and which type of banner is being shown
  3. URL target destination data for all banners. You will be able to click through the links during the period your ads are live

Banner Analytics with a Full Category View

Banner activity data is automatically tracked at a category level across multiple retailers and requires no additional input from suppliers. Get the insights that show which media space is most commonly being used to promote which brands, how often banner display ads are being sponsored, and the type of creative imagery being used.

With a full category view our banner service displayed below, enables teams to gain additional competitor insights to tell the full category story no matter the retailer.

Measure your share of media in Grocery display

Insights from the most intuitive interface to drive eRetail Media ROI

We built our banners service to be intuitive, giving marketing and media buying teams a quick and easy to use interface that visualizes banner activity in your category(s).

Banner ad insights are displayed via an easy to navigate calendar view, giving you a 360 view of total category activity across multiple brands and retailers. This view is easy to filter and drill down on so you can get to what matters to you in just a few clicks.

Our service also tracks historical data, which can be used to help shape future ad spend conversations to drive better ROI, category promotion planning, and brand execution. Historical data also encompasses your competitors so over time you can have an insightful archive to understand and anticipate what they may do next.

Want to learn more? Book a demo with our digital shelf experts today.

Share

All the digital Shelf Analytics You Need to Succeed at Speed & Scale
See why world leading brands choose e.fundamentals for actionable digital shelf insights

Request A demo

Latest Resources

Online category management: 5 principles to help CPGs succeed on the digital shelf

Little attention has been paid to what the shift to online means for CPG category managers. We've summarized the 5 principles for successful online category management.

Read more

Key pillars of shopper marketing and insights on the digital shelf with DIAGEO #21

According to a recent survey by the Path to Purchase Institute,  53% of shopper marketing teams report into marketing and 33% report into sales. For a relatively mature discipline across…

Listen now

Data that matters | The FMCG Guys podcast #20

Jo Campbell, e.fundamentals SVP of Operations sits down with The FMCG Guys podcast to discuss what data really matters to CPG eCommerce success.

Listen now

What is digital shelf analytics? Maximize eCommerce sales growth with retail insights

Read our summary of what digital shelf analytics is and why they're an indispensable tool for brand owners looking to grow their category share online.

Read more

How CPGs can optimize trade promotions and boost unit economics amid inflation

Trade spend is notoriously prone to inefficiencies, but smart revenue management backed by digital shelf analytics can help dramatically eliminate waste. Read on to learn how.

Read more

The ultimate guide to retail media & marketplaces #19

Retail media advertising is exploding and the space is evolving so rapidly that it’s hard for brands to keep pace. Listen to Ben Taylor, EMEA Head of Omni-channel Commerce at…

Listen now

View Our Most Popular resources to help you learn and win on the digital shelf.

the ultimate guide to content management on the digital shelf thumb

The Ultimate Guide to Content Management on the Digital Shelf

Maximize ecommerce sales with optimized Content with our ultimate guide made in partnership with Salsify.

The Digital Shelf Cast - Listen to our latest episode

A monthly podcast for CPGS covering the latest trends in grocery and digital ecommerce.

Digital Shelf Analytics - Buyers Guide

Complimentary Gartner Report Download innovation insight for Digital Shelf Analytics. 
e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.

UNITED STATES

Chicago

444 West Lake Street, 
Suite 1700, 
Illinois, 
Chicago, 
60606
+1312 416 8580

UNITED KINGDOM

London

20 St Thomas Street, 
2nd Floor Runway East,
London
SE1 9RS

Members of

CMA SIMA Logo
Copyright © 2020 – e.fundamentals (Inc) Ltd All Right Reserved Reg No. 11020663