More than ever, marketers around the world are taking control of their digital advertising in-house and moving toward optimizing their efforts around the only performance metric that matters: incremental revenue.
What’s the evidence for this growing movement? Today we’re thrilled to announce that Nanigans’ business growth in markets outside North America skyrocketed in 2017, with 49% year-over-year increase in annual SaaS (software-as-a-service) revenue. One company in particular, Hopscotch, the Indian online retailer of baby products, drove significant growth this year in both purchase rates and ROAS (return on ad spend) using Nanigans’ SaaS platform in-house.
Such unprecedented revenue growth in the Asia-Pacific and European markets speaks to the pressing need for more effective digital advertising, especially as international retailers rapidly grow their ecommerce businesses to reach consumers who are increasingly shifting their shopping behavior online and to mobile.
eMarketer has forecast that retail ecommerce sales worldwide will rise to $2.8 trillion in 2018, with more than half of that coming from the Asia-Pacific market. This marks the first time ecommerce sales will surpass 11% of total retail sales worldwide.
Indeed, ecommerce advertisers across the globe are seeking more effective ways to generate higher revenue from their digital ad dollars. More and more Nanigans clients in these regions are reclaiming control of their data and managing ad campaigns in-house as they work to evolve their optimization strategies to focus on predicted incrementality to reach and exceed revenue goals. Later this year, Nanigans will expand access to our incremental revenue platform to the European and Asia-Pacific markets for the first time.
“By bidding and budgeting our dynamic ads with a sharp focus on ROI, we can more effectively reach our most profitable customers.”
ANIRUDH DHARMAGADI, Head of Marketing, Hopscotch
Asia, with its widespread use of mobile technology, has emerged as the leader of this global ecommerce boom. Mobile commerce sales in India will total $16 billion in 2017, an increase of 60%, the largest growth rate of any country tracked by eMarketer.
Hopscotch tapped Nanigans’ platform to reach high-value shoppers and increase purchase rates and average order values. The company’s marketing chief Anirudh Dharmagadi says that by implementing the Nanigans platform Hopscotch has been able to increase revenue and retain more customers.
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“We’re taking a very customer-focused approach to advertising and we’re seeing record high customer retention,” says Dharmagadi. “Nanigans’ predictive ad optimization enables Hopscotch to more profitably grow sales revenue. By bidding and budgeting our dynamic ads with a sharp focus on ROI, we can more effectively reach our most profitable customers.”
Streamlining its business operations and deploying Nanigans’ SaaS platform has allowed Hopscotch to drive impressive returns.
growth in ad spend
increase in purchase rates
increase in ROAS (return on ad spend)
The bottom line for Hopscotch has been millions of dollars of new revenue from digital advertising with Nanigans.
While most of the discussion about digital ad spend and the move to in-house control is centered on the U.S., Nanigans’ international revenue growth underscores that there’s tremendous opportunity for online retailers in APAC and EMEA to drive profitable growth at scale through advertising. These ecommerce markets are quickly evolving, and Nanigans is prepared to serve the sophisticated marketers who are leading the way.
To learn more about how Nanigans is helping global marketers generate incremental revenue, please visit: http://www.nanigans.com/incrementality.