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.

1. From Mad Men to
Mad Science
the next frontier in digital advertising
Rishi Dean
SVP Product, Nanigans

2. social networking
is changing
online advertising

3. part 1
the evolution of
advertising

4. in the beginning…

8. … the model was
based on
borrowed attention

9. enter online:
chapter 1

10. the first consumer
online service

11. the first online banner ad

12. search engines and portals

13. online: chapter 2

14. Bill Gross (Overture)
pioneers paid search…

15. pay per
click ads
…and Google perfects it
with the launch of AdWords

16. online: chapter 3

17. Mark Zuckerberg
launches Facebook…

18. …and it becomes a
mainstream media platform

19. 800 million active users
$4 billion in ad spend
31% of online display ads

21. takeaways…

22. 1.0: pages / CPM
2.0: keywords / CPC
3.0: people / CPA

23. part 2
new ad opportunities
require new tech

24. the new consumer
decision journey…

25. CONSIDER
EVALUATE
THE LOYALTY LOOP
BOND
ADVOCATE
ENJOY BUY
[ CDJ introduced by McKinsey ]

26. 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

27. Nanigans optimizes the CDJ
(e-commerce example)
clicks browses
ad site
invites
friends
views
ad
adds to
shares cart
purchase makes
purchase

28. part 3
the two types of
marketers

29. performance
marketers

31. 230 million MAU
40% make purchases
50% operating margin
$15-$20 billion IPO

32. what
performance marketers
are doing

33. measuring and optimizing for post-
clickthrough engagement

34. clicks installs
ad app
invites
friends
views
ad
completes
tutorial
shares
activity makes
purchase

35. brand
marketers

36. brands

37. $124 billion in revenues
95 million wireless subscribers
$2.9 billion annual ad spend
$103 million US display ad spend

38. what
brand marketers
are doing

39. majority: driving Page Likes

40. minority: driving to App experiences

41. takeaways…

42. brands
upper mass multi-
funnel reach channel
performance
lower targeted closed
funnel reach loop

43. part 4
the case

44. how can brands take
advantage of the full CDJ,
like performance
marketers do?

45. 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?

46. Rishi Dean
SVP Product, Nanigans
rishi@nanigans.com