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From Mad Men to
      Mad Science
the next frontier in digital advertising

                Rishi Dean
           SVP Product, Nanigans
social networking
   is changing
online advertising
part 1

the evolution of
  advertising
in the beginning…
From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)
From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)
From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)
… the model was
     based on
borrowed attention
enter online:
 chapter 1
the first consumer
  online service
the first online banner ad
search engines and portals
online: chapter 2
Bill Gross (Overture)
pioneers paid search…
pay per
          click ads




  …and Google perfects it
with the launch of AdWords
online: chapter 3
Mark Zuckerberg
launches Facebook…
…and it becomes a
mainstream media platform
800 million active users

 $4 billion in ad spend

31% of online display ads
From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)
takeaways…
1.0: pages / CPM


2.0: keywords / CPC


 3.0: people / CPA
part 2

new ad opportunities
  require new tech
the new consumer
decision journey…
CONSIDER
                               EVALUATE



     THE LOYALTY LOOP

BOND
 ADVOCATE
     ENJOY BUY
                        [ CDJ introduced by McKinsey ]
Nanigans’ ad tech (e-commerce example)
   1   create & deploy ad
                                 $2.20 $1.50
                                               real-time
       user clicks, arrives at                  bidding
   2
       destination               $1.70 $2.10



   3   user browses, adds
       to cart

   4   user buys


   5   user shares with
       friends

   6   measure conversion
       points to inform better
       targeting
Nanigans optimizes the CDJ
        (e-commerce example)

             clicks             browses
               ad                 site
                      invites
                      friends
views
  ad

                                  adds to
  shares                           cart
  purchase     makes
              purchase
part 3

the two types of
   marketers
performance
 marketers
From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)
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
clicks             installs
                ad                 app
                       invites
                       friends
views
  ad
                                     completes
                                      tutorial
   shares
   activity      makes
                purchase
brand
marketers
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
upper     mass       multi-
funnel    reach     channel

     performance
lower    targeted   closed
funnel     reach     loop
part 4


the case
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.


1   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:

2   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
3
    you be measuring and optimizing for.

    In an effort to drive a positive ROI campaign, how can your brand leverage the
4
    measurement and optimization techniques, such as those Nanigans provides,
    and that have been embraced by performance marketers?
Rishi Dean
SVP Product, Nanigans
 rishi@nanigans.com

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From Mad Men to Mad Science: The Next Frontier in Digital Advertising (Nanigans at Cornell University)

Notes de l'éditeur

  1. Brands: upper funnel (awareness)l, so need mass reach, multi-channel (offline)Performance: lower funnel (transactional), targeted reach, closed loop (all online)