From Mad Men to Mad Science

the next frontier in digital advertising

Rishi DeanSVP Product, Nanigans

social networking is changing

online advertising

the evolution of advertising

part 1

in the beginning…

… the model was based on

borrowed attention

enter online: chapter 1

the first consumer online service

1984

1994

the first online banner ad

1995

search engines and portals

online: chapter 2

1998

Bill Gross (Overture) pioneers paid search…

pay per click ads

2000

…and Google perfects itwith the launch of AdWords

online: chapter 3

2004

Mark Zuckerberg launches Facebook…

2011

…and it becomes a mainstream media platform

800 million active users

$4 billion in ad spend

31% of online display ads

takeaways…

1.0: pages / CPM

2.0: keywords / CPC

3.0: people / CPA

new ad opportunities require new tech

part 2

the new consumer decision journey…

CONSIDER

THE LOYALTY LOOP

EVALUATE

ENJOYADVOCATE

BOND

BUY[ CDJ introduced by McKinsey ]

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2

3

create & deploy ad

user clicks, arrives at destination

user browses, adds to cart

6 measure conversion points to inform better targeting

4 user buys

$1.50$2.20

$1.70 $2.10

real-time bidding

Nanigans’ ad tech (e-commerce example)

5 user shares with friends

Nanigans optimizes the CDJ(e-commerce example)

the two types of marketers

part 3

performance marketers

230 million MAU

40% make purchases

50% operating margin

$15-$20 billion IPO

what performance marketers

are doing

measuring and optimizing for post-clickthrough engagement

views ad

clicks ad

installs app

completes tutorial

makes purchase

invites friends

shares activity

brandmarketers

brands

$124 billion in revenues

95 million wireless subscribers

$2.9 billion annual ad spend

$103 million US display ad spend

what brand marketers

are doing

majority: driving Page Likes

minority: driving to App experiences

takeaways…

brands

performance

upper funnel

lower funnel

mass reach

targeted reach

multi-channel

closed loop

the case

part 4

how can brands take advantage of the full CDJ,

like performance marketers do?

Choose one of the following sectors (automotive, CPG, financial services or retail), and place yourself in the shoes of the CMO of a leading company within that sector.

Apply the CDJ framework to consider which touchpoints are best suited for you to develop Apps and/or run marketing campaigns on Facebook.

Focusing on the touchpoints outlined in #1:

Develop a specific example campaign centered on how your brand could leverage these touchpoints on Facebook. As you plan and launch your campaign, identify the critical data points should you be measuring and optimizing for. In an effort to drive a positive ROI campaign, how can your brand leverage the measurement and optimization techniques, such as those Nanigans provides, and that have been embraced by performance marketers?

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Rishi DeanSVP Product, Nanigans

rishi@nanigans.com