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 ]
1
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
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