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

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Nanigans’ SVP Product Rishi Dean recently presented to a Cornell University marketing class on the next frontier of digital advertising, outlining a business case for students to complete. Nanigans ...

Nanigans’ SVP Product Rishi Dean recently presented to a Cornell University marketing class on the next frontier of digital advertising, outlining a business case for students to complete. Nanigans offers a leading Facebook advertising software for large-scale advertisers focused on maximizing ROI.

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

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

  • 1. From Mad Men to Mad Sciencethe next frontier in digital advertising Rishi Dean SVP Product, Nanigans
  • 2. social networking is changingonline advertising
  • 3. part 1the evolution of advertising
  • 4. in the beginning…
  • 5. … the model was based onborrowed attention
  • 6. enter online: chapter 1
  • 7. the first consumer online service
  • 8. the first online banner ad
  • 9. search engines and portals
  • 10. online: chapter 2
  • 11. Bill Gross (Overture)pioneers paid search…
  • 12. pay per click ads …and Google perfects itwith the launch of AdWords
  • 13. online: chapter 3
  • 14. Mark Zuckerberglaunches Facebook…
  • 15. …and it becomes amainstream media platform
  • 16. 800 million active users $4 billion in ad spend31% of online display ads
  • 17. takeaways…
  • 18. 1.0: pages / CPM2.0: keywords / CPC 3.0: people / CPA
  • 19. part 2new ad opportunities require new tech
  • 20. the new consumerdecision journey…
  • 21. CONSIDER EVALUATE THE LOYALTY LOOPBOND ADVOCATE ENJOY BUY [ CDJ introduced by McKinsey ]
  • 22. 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
  • 23. Nanigans optimizes the CDJ (e-commerce example) clicks browses ad site invites friendsviews ad adds to shares cart purchase makes purchase
  • 24. part 3the two types of marketers
  • 25. performance marketers
  • 26. 230 million MAU40% make purchases50% operating margin $15-$20 billion IPO
  • 27. whatperformance marketers are doing
  • 28. measuring and optimizing for post- clickthrough engagement
  • 29. clicks installs ad app invites friendsviews ad completes tutorial shares activity makes purchase
  • 30. brandmarketers
  • 31. brands
  • 32. $124 billion in revenues 95 million wireless subscribers $2.9 billion annual ad spend$103 million US display ad spend
  • 33. whatbrand marketers are doing
  • 34. majority: driving Page Likes
  • 35. minority: driving to App experiences
  • 36. takeaways…
  • 37. brandsupper mass multi-funnel reach channel performancelower targeted closedfunnel reach loop
  • 38. part 4the case
  • 39. how can brands takeadvantage of the full CDJ, like performance marketers do?
  • 40. 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 should3 you be measuring and optimizing for. In an effort to drive a positive ROI campaign, how can your brand leverage the4 measurement and optimization techniques, such as those Nanigans provides, and that have been embraced by performance marketers?
  • 41. Rishi DeanSVP Product, Nanigans rishi@nanigans.com