Menu

Nanigans – Advertising for Incremental Revenue

Paid search ads

Are You Overvaluing the Impact of Search Ads?

Marketers have long presumed that paid search ads are one of the most effective forms of digital advertising. What better time to get your brand in front of consumers than the moment they’re searching for a product? Google has claimed that paid search ads increase visitors to your website by 89%. Even if you already have a No. 1 organic search ranking, paid search ads can drive another 50 percent of visitors. But correlation doesn’t prove causation. Runners may be […]

How Hopscotch Profitably Grows Online Sales with Facebook [Success Story]

Hopscotch, the India-based online retailer of baby and kids apparel from more than 3,000 brands, has achieved tremendous growth since its founding in 2011. A critical factor behind their growth is a data-driven and strategic approach to digital advertising, particularly on Facebook. Equipping an in-house marketing team to maximize growth and profitability Since its early days, Hopscotch recognized that Facebook was a powerful channel for customer acquisition and retention. Unlike many online retailers, they decided not to outsource management of […]

Retargeting Needs Fixing

Research: Consumers and Advertisers Agree That Retargeting Needs Fixing

Two new Nanigans surveys shed light on how today’s retail advertisers and consumers perceive ad retargeting, and neither are singing its praises. In short, both feel that retargeting in its current form is broken and needs to change. According to the data — which Nanigans collected based on responses from 1,000 consumers and over 100 top U.S. retail and ecommerce advertising executives — 83% of marketers believe retargeting ads have taken credit for sales that would have occurred without the […]

In-house advertising

Remarketing on a Fragmented Internet: In-House Strategy [Ebook]

Welcome to the latest installment of our “remarketing on a fragmented internet” blog series. So far we’ve touched on the three main remarketing challenges ecommerce advertisers face on a fragmented internet: cross-channel orchestration, transparency and incremental lift. We’ve also discussed two strategies for dealing with these challenges: channel isolation and outsourcing. This post addresses a third strategy: In-house advertising. Brands that grow weary of the technology tax that comes with outsourcing often take their advertising in-house. They start by running […]

Consumers with high incremental lift

Calculating Incrementality: Why ‘Persuadable’ Shoppers Matter

It’s no secret the goal of retargeting is to turn shoppers into buyers. But what if those shoppers were going to come back to buy anyway, ads or no ads? Too often, marketers waste ad spend pursuing revenue that’s already in their pockets. Optimizing for incrementality allows marketers to reach shoppers whose decision to buy relies on seeing an ad. These are the “persuadables.” They’re the shoppers who will generate net-new revenue for your brand. So how do you find […]