Facebook social marketing platform Nanigans Thursday announced the launch of a value-added reseller program, and its three launch partners are integrated digital marketing firm AMP Agency, data-driven digital agency Merkle, and real-time media-trading desk Varick Media Management.
Nanigans said its new VAR program is aimed at bringing its three years of research and development work on predictive lifetime value based bidding and optimization algorithms to partners including ad agencies, trading desks, and others in the digital realm.
The Facebook Strategic Preferred Marketing Developer added that its platform has driven more than 1.5 billion conversions, bringing its users customers with 10 times greater purchasing intent and double the average lifetime value.
Co-founder and CEO Ric Calvillo said:
One of the most critical pieces to moving forward with a VAR program was partnering with companies that shared our commitment to both excellence in data-driven marketing and delivering measurable return and transparency to customers. We’re excited to formally launch a VAR program with these first-class partners, and are equally excited to make our predictive lifetime value SaaS (software as a service) platform available more rapidly to marketers worldwide.
Merkle General Manager and Vice President of Digital Media Megan Pagliuca added:
Facebook is one of the most disruptive direct-response channels of our time, and Nanigans has held an unwavering focus from the onset on measuring and predicting true return and revenue from the channel. We look forward to leveraging its market-leading platform to further our efforts and continued leadership in data-driven marketing.
AMP Agency Senior VP Josh Pike added:
Everyone knows the opportunity for marketers to engage consumers on Facebook is tremendous. But to capture that opportunity efficiently, the ability to target and message to consumers at a very granular level is critical. Nanigans’ work-flow and advanced targeting capabilities allow AMP the ability to achieve strong performance at a high degree of scale.
And Varick Media Management President Paul Rostkowski said:
Proven performance and granular analytics are what sold us on working with Nanigans. Nanigans’ platform is flexible, providing our traders full control over the execution of a campaign. We’re excited to expand and better our social offering with this new partnership.