On hand speaking at Citi’s three-day conference included the likes of Sir Martin Sorrell, CEO of WPP as well as industry leaders including:
• Clear Channel – CEO, Bob Pittman
• Comcast – CEO, Brian Roberts
• Datalogix – CEO, Eric Roza
• DIRECTV – CFO, Patrick Doyle
• GILT – CFO, Tom Sansone
• HomeAway – CEO, Brian Sharples
• Liberty Media Corporation – CEO, Greg Maffei
• M80 – CEO, Todd Steinman
• Nanigans – SVP, Dan Slagen
• T-Mobile – CFO, Braxton Carter
• Time Warner – CFO, Arthur Minson
• TiVo – CEO, Tim Rogers
• Trulia – CFO, Sean Aggarwal
• US Cellular – CEO, Kenneth Meyers
• Verizon – CEO, Lowell McAdam
• Vonage – CEO, Marc Lefar
• WebMD – CEO, David Schlanger
• WPP – CEO, Sir Martin Sorrell
• Zillow – COO, Kathleen Phillips
We were both humbled and delighted to be amongst such a high caliber lineup, and wanted to share some of the key takeaways for marketers from our session.
Top 10 Questions and Takeaways from our Session
1. Introduction – Can you give us a brief introduction to your firm?
Nanigans offers the only SaaS platform that optimizes to predictive lifetime value. Our technology empowers in-house performance marketers to find, acquire and retarget their most profitable customers at scale across social and mobile. We are the #1 native ad platform, with over $350 million running through our platform annually. Nanigans is able to provide cost savings for customers due to direct publisher relationships.
2. 2014 Predictions – What do you think will emerge as the hot button topics in the social marketing space this year?
First of all, after 2013, we can finally stop saying that next year is the “year of mobile” because 2013 was, and now we can all move on with omni-channel campaigns and mindsets. Outside of the marketing capability growth, like RTB, programmatic, social, video, and mobile, we’re looking forward to the general expansion across social and mobile. Twitter, Pinterest and Instagram are rapidly evolving their marketing strategy, Google is always a company to watch closely, and we’re looking forward to seeing what’s next for marketers (if anything) across communities like Snapchat, Whisper, Tumblr, WhatsApp, Kik and more.
3. Facebook & Twitter Predictions – What are some of the things you’re most excited to see come out of Facebook and/or Twitter over the next year or so?
We’re looking forward to seeing Facebook and Twitter expand their capabilities. Of course our industry can’t stop throwing out the buzzwords like social, mobile, video, RTB, programmatic, etc. but what it all comes down to is running valued creative to a targeted audience and optimizing to tangible results like revenue. Users respond to relevance, which we’re able to track and understand as purchases are made, apps are downloaded, and relationships are cultivated. And that’s what Facebook and Twitter have the ability to do–show users meaningful offers that they actively and continuously engage with over time. Both Facebook and Twitter have the opportunity to show users what they want to see based on their behavior. This year we’ll continue to move closer to a world where the only offers users are seeing are the ones they should be seeing.
4. As a marketer, what do you view as the major differences in Facebook and Twitter as a marketing platform?
First of all they are different. Campaigns on Facebook shouldn’t be mirrored on Twitter. It’s a different mindset, experience and marketers need to understand the psychological difference between user experience on Twitter versus Facebook (and all other social networks and marketing channels for that matter). There’s no question Facebook has more first party data and scale at over 1 billion users (over 100 million on Facebook every night during primetime just in the United States). Facebook has become a utility for users, and time spent on Facebook is significantly higher than competing social networks. Twitter is a bit newer to developing their full offering for advertisers, however, they have done a great job at connecting to channels such as TV. Twitter is more of a “in the now” approach for marketers but as they continue to expand with acquisitions like MoPub, we can expect to see Twitter become even more applicable for marketers across mobile.
5. Where are we in the process of being able to measure ROI for both direct response and brand advertising?
We’ve arrived. Regardless if brands are running performance campaigns, performance branding or traditional branding, measurement is available. I read a disappointing article recently from Digiday that mentioned marketers are spending more time on “measurement” than “optimization.” It’s still challenging for marketers that need to understand full-scale measurement and attribution across every channel from TV to print to outdoor to digital, however, that level of attribution and measurement isn’t applicable for most brands. For the majority of brands, ROI attribution and measurement is available today across social and mobile. From a last click attribution perspective, it’s easy to use a platform like Nanigans and track revenue generated over time (predictive lifetime value) from specific clicks.
Measuring online to offline is also working well, as we’ve seen numerous brick and mortar retail brands run campaigns on Facebook and send consumers in-store, all while being able to track ROI and performance lift. For brand advertisers, we recommend you try and include the concept of “performance” in your campaigns. Performance can be defined in many different ways, but as long as brands have a goal, something tangible that they can point to as a success metric, then we’re comfortable engaging in multi-million dollar campaigns.
6. Apps – 2013 was arguably the year of the mobile app, especially on Facebook. What’s in store for the app market? Is there a second act and, if so, what will it be?
We like the concept of deep linking right now. The ability to show specific pages within an app is a compelling way to have users engage and re-engage. Different aspects of apps are more relevant to certain audiences, so being able to have unique landing pages depending on a target audience moves us one step closer to what performance marketers expect in order to be running large-scale campaigns. Deep linking also enables marketers to think about re-targeting specifically for apps (as opposed to solely focusing on acquisition) and optimizing towards lifetime value, which ultimately is the coveted KPI.
7. Video – There has been a lot of talk of late about the introduction of video within social networks. What’s your view on this opportunity?
For brands that are doing video right, they’re seeing tremendous results. We as an industry though are still relatively inexperienced when it comes to successful video campaigns at scale. It’s one thing for Red Bull to put out videos that amass millions of views, but it’s another thing when a company like Dove does it– they’re in the consumer goods space selling products that aren’t as “interesting” as Red Bull but are still a part of our everyday lives. The question is, how can video content be produced in a cost effective way, at scale, all while keeping creative at the forefront of marketing efforts? The creative is hands down the most important aspect of video and frankly most videos are mundane at best. We need to continue to grow as an industry and get inspiration from some of the companies that have created truly impactful videos such as the aforementioned companies as well as Google and Guinness.
8.The Third or Multi-Screen Opportunity – What is your view of the opportunity for social networks to complement TV ad campaigns?
It’s big. Right now keep in mind that social only accounts for less than 15% of digital budgets, and digital represents under 25% of overall marketing budgets (TV, print, etc.) so the opportunity for growth is huge. Take the Super Bowl for example, 3 years ago, only one company (Audi) included Twitter in their commercial. Two years ago there were eight. Last year there were 26. Overall, 31 of the 60 commercials during last year’s Super Bowl referenced social media whether it was Twitter, Facebook or Instagram. With 30 second spots going for $3.5M – $4M for arguably a company’s most important campaign of the year, the vote of confidence towards social is exciting to see and we’d expect the number of commercials this year that call out social to continue to increase.
9. Integrated Campaigns – Today it seems as though social is managed separately from other channels. Do you think that will always be the case?
No. Right now, we see a lot of the paid and organic teams working separately and that needs to change. Companies promote themselves in a flurry of different ways from content to paid to organic but make no mistake about it; the reason they do anything is because they believe that short or long term, these efforts will pay off in the form of revenue. Over time, we expect search marketers to take on more of a role across social media marketing as analytics, ROI metrics and similar optimization tactics continue to proliferate within social.
10. Clients & Case Studies – Can you talk about some of the clients you work with, both from an industry level and specific brands? Are there any recent case studies that stand out in your mind?
We specialize in ecommerce for brands such as eBay, with additional expertise across gaming, pure-play digital and travel.
For case studies, one that comes to mind is a recent campaign we ran with a luxury retailer on Facebook who received a 430% return on their investment. The takeaway here is that Facebook is comprised of all demographics and brands can generate meaningful results from their target markets regardless of affluence or annual income.
If you have any additional questions about the Citi conference, our marketing session or Nanigans in general please reach out to Dan Slagen at firstname.lastname@example.org.