Sprinklr Acquires Nanigans’ Social Advertising Wing to Boost its Performance Advertising
- Performance-based advertising comprised 61.8 percent of internet ad revenues.
- Sprinkler manages more than $1.5 billion of annualized ad spend across major social channels.
- Nanigans will maintain ownership of its incrementality business.
Nanigans’ social advertising business is a perfect complement to what Sprinklr has been building for the past decade – one platform for customer experience management
Sprinklr, a Unified Front Office for Modern Channels on Tuesday announced that it has acquired Nanigans’ social advertising business. Nanigans’ social advertising business is a perfect complement to what Sprinklr has been building for the past decade – one platform for customer experience management.
With this transaction, Sprinklr is now the definitive powerhouse in performance and brand social advertising, managing more than $1.5 billion of annualized ad spend across major social channels including Facebook, Instagram and Twitter. Brands with complex governance, compliance and analytics requirements can rely on Sprinklr Modern Advertising to help them reduce risk, cut costs, and quickly increase return on ad spend.
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What the acquisition will have to offer
Nanigans is a performance advertising software company supporting brands in the e-commerce and gaming space, including Wayfair, Zynga, and Quicken Loans. Sprinklr is acquiring Nanigans’ social advertising business including data management, predictive analytics, optimization, campaign management, and granular real-time reporting across today’s most valuable advertising channels: Facebook, Instagram, and Twitter.
Additionally, Sprinklr is welcoming many former Nanigans employees to the company. These accomplished advertising specialists will enhance Sprinklr’s performance advertising expertise and support clients worldwide. Nanigans will maintain ownership of its incrementality business which measures the effectiveness of an advertisement.
Sprinklr + Nanigans: Data about advertising performance should not sit in a siloed department. It should be shared across customer-facing functions such as research, marketing and customer care. Sprinklr help brands make sense of advertising performance data and then share this insight across teams that collaborate on Sprinklr’s platform.
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Performance Advertising is Growing: Today’s transaction shows Sprinklr’s commitment to expanding in the performance advertising space. With performance advertising, brands purchase ad space and pay the publisher only when someone reacts to their ad. Consumer reactions brands pay for include online sales and app installs.
Performance advertising presents a growing market opportunity for Sprinklr. Last year in the U.S, performance-based advertising comprised 61.8 percent of internet ad revenues. Additionally, social media apps are increasingly gaining mindshare at the expense of shopping apps.
According to a Goldman Sachs survey, millennials prefer Facebook for shopping more than any other platform, and retailers are spending their marketing dollars accordingly.
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