Monday, November 18, 2013, 9:56 AM ET|Posted by Will Richmond
The all important holiday shopping season is about to kick off for retailers, and as always, consumers will be deluged with offers. This year, to distinguish its promotions and drive sales, Toys R Us is using a video ad solution dubbed "Black Friday Booster" from video ad tech provider Eyeview to deliver personalized deals to individual customers. On Friday, Oren Harnevo, Eyeview's CEO and co-founder, shared more about Black Friday Booster and how local retailers benefit.
Black Friday Booster builds on Eyeview's core capability of personalizing video ads at scale. To create the Toys R Us campaigns, Eyeview uses 3rd party data from various sources, offline purchase data from providers like Neustar and Datalogix, plus its own local geographic data to configure specific ads for viewers. The ads not only contain the promotional offers, but the specific location of closest store(s). Oren said other retailers will also be using the Black Friday Booster solution this holiday season but he wasn't able to share specific names.
Eyeview connects to premium and mid-tier inventory sources through its platform to place the ads which are mostly in-stream. Oren said the ad creative, not the site context, has a bigger influence on results and is very focused on ROI as proof that its personalized ads pay off.
At a broader level, Eyeview's mission is to help national brands like Toys R Us, which sell through local points of presence, easily customize creative for micro-segmented audiences and events. Clearly Black Friday is the biggest event of year for retailers, but Oren noted that there are other events like store openings and product launches that also require special promotions which Eyeview can support. Ultimately the goal is to drive brand awareness and purchase.
Eyeview is now up to 50 employees, following its $8.1 million financing in August. Key verticals include auto, retail, restaurants and more recently CPG.
Here's a good video of Oren explaining how Eyeview works.