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 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)

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

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