Predictive Lifetime Value

Predictive Lifetime Value for Performance Marketing at Scale

Partner Webinar – 2/25/14

Predictive Lifetime Value

Updates:CompanyPartner ProgramFacebook

Predictive Lifetime Value

New office launches:

Simon HoltManaging Director, Australia at Nanigans

Cyrille EvenManaging Director,Singapore at Nanigans

Predictive Lifetime Value

New content:

Predictive Lifetime Value

Jeffrey VocellHead of Product Marketing

Predictive Lifetime Value

Updates:CompanyPartner ProgramFacebook

Predictive Lifetime Value

Partner blog posts:

Predictive Lifetime Value

New hire: Scaling our certified partner program

Michelle SternVP, Sales Operations & Channel Partnerships at Nanigans

Predictive Lifetime Value

Partner progress:

• 10 agencies• 122% increase in spend from 2013 to Q1 2014• In-person planning meetings

Predictive Lifetime Value

Updates:CompanyPartner ProgramFacebook

Predictive Lifetime Value

Zuckerberg: - Worth it with potential billion people, but no ads planned - No comment on Snapchat - Probably done with acquisitions for a while - NSA/Gov’t “not awesome” or transparent - Cost of an iPhone $2,000 for 2 years ($500 for phone, $1,500 for data plan)

Predictive Lifetime Value

Pricing

Predictive Lifetime Value

Pricing by vertical:Category CPC CPM CTR

Games $.51 $2.05 .40%

eCommerce $.46 $1.34 .29%

Lead Gen $.56 $1.46 .25%

Education $1.00 $7.47 .74%

Financial Services $1.47 $4.88 .33%

Travel $.83 $3.70 .44%

Category CPC CPM CTR

Games $.42 $5.09 1.2%

eCommerce $.34 $6.50 1.9%

Lead Gen $.37 $5.74 1.5%

Education $.61 $5.91 .97%

Financial Services $.95 $3.73 .39%

Travel $1.20 $5.88 .48%

Overall

Mobile

Predictive Lifetime Value

Pricing by ad type:Category CPC CPM CTR

Unpublished Page Post (Link) $0.66 $4.77 .71%

Mobile App Install $0.62 $5.35 .86%Unpublished Page Post (Photo) $0.56 $6.86 1.2%

External URL $0.49 $0.22 .046% FBX Unpublished Page Post (Link) $0.94 $8.69 .92%

Page Post Ad $0.15 $6.31 4.2%

Desktop App Install $1.22 $4.69 .38%

FBX External $0.70 $0.33 .047%

Facebook Ad for Page $0.25 $0.43 .17% Mobile App Install (Video) $0.46 $5.09 1.1% Facebook Application Ad $0.21 $0.08 .03%

Facebook Action Story $0.31 $5.55 1.7% Unpublished Page Post (Video) $0.36 $6.71 1.8%

Predictive Lifetime Value

Nobody is spending enough time on creative.

Predictive Lifetime Value

Aesthetics (Interest)

250% lift in conversions

Considerations: - Product vs. lifestyle - Self identifiable - Frictionless - Targeting

Predictive Lifetime Value

Language (consideration)

75% lift in conversions

Considerations:

- Count-down

- Expiration (limited time)

- Exclusive

- Sale

- Limited inventory

- Emotion

- Value (coupons)

Predictive Lifetime Value

Frequency: How many creatives do you run per month?

Client

Predictive Lifetime Value

Questions?Slagen@nanigans.com