PetSmart Dynamic Display Campaign Reached a $96.86 ROAS

Objective

PetSmart wanted to feature store-versioned products and pricing from their weekly ads in a national dynamic display campaign in order to drive both in-store and online revenue.

Approach

Fusion92 on-boarded PetSmart’s weekly ad content to our proprietary platform by processing all of their versioned PDF files. The offers were then broken up in to separate pet categories to align with species-specific audiences and to maximize ad personalization.The store-versioned offers were then pushed through Fusion92’s API to power the proprietary location-based dynamic ad units. All pet-specific tags were then trafficked by the Fusion92 media team who were also responsible for media planning, 3rd party partner integration and all ROAS-based optimizations throughout the campaign.

Takeaways

• After taking a 45% margin rate into account, the 2019 PetSmart campaign garnered a ROAS of $96.86
• Behavioral targeting was the best-performing tactic with a ROAS of $131.52