Why Sprinklr Is Buying Nanigans’ Social Advertising Business

By Noah Long ● December 4, 2019

Sprinklr, a Unified Front Office for Modern Channels, announced it is buying Nanigans’ social advertising business. These are the details.

Sprinklr — a Unified Front Office for Modern Channels — announced recently that it is buying Nanigans’ social advertising business. The terms of the deal were undisclosed.

Nanigans’ social advertising business complements Sprinklr’s goal to build one platform for complete customer experience management.

ADVERTISEMENT

And with this transaction, Sprinklr is now the definitive go-to source in performance and brand social advertising as it manages more than $1.5 billion of annualized ad spend across major social channels including Facebook, Instagram, and Twitter.

Brands that have complex governance, compliance, and analytics requirements can utilize Sprinklr Modern Advertising to help them reduce risk, cut costs, and quickly increase return on their ad spend. And this acquisition reinforces Sprinklr’s mission to define and lead the customer experience management industry with the world’s first Unified Front Office thus helping brands manage customer-facing functions like marketing, advertising, research, care, and social engagement.

Nanigans is considered a performance ad software company supporting brands in the e-commerce and gaming space, including Wayfair, Zynga, and Quicken Loans. And Sprinklr is acquiring Nanigans’ social advertising business including data management, predictive analytics, optimization, campaign management, and granular real-time reporting across the most valuable advertising channels: Facebook, Instagram, and Twitter.

Sprinklr is also welcoming many former Nanigans employees to the company. And these advertising specialists will enhance Sprinklr’s performance advertising expertise and support clients worldwide. Plus Nanigans will maintain ownership of its incrementality business which measures the effectiveness of an advertisement.

“Since founding Nanigans a decade ago, we’ve always focused our resources on doing best by our customers – the most competitive performance advertisers. That’s why we’re incredibly excited for Nanigans’ Social Advertising Business to join Sprinklr. The combination of our powerful ad management software with Sprinklr’s unified platform is a natural fit for CMOs and in-house marketers around the world,” said Ric Calvillo, co-founder and CEO of Nanigans. “Sprinklr is also gaining an experienced team of leaders who understand how to help brands drive real business goals on social. I’m looking forward to seeing this team thrive as part of the Sprinklr family.”

While advertising is a critical component of customer experience management, it needs to be part of a unified front office platform to be effective. And data about advertising performance should not sit in a siloed department. Plus it should be shared across customer-facing functions like research, marketing, and customer care.

“Social channels, with their ability to micro-target and personalize advertising, are quickly emerging as the preferred destination for performance advertisers,” added Ragy Thomas, CEO and founder of Sprinklr. “Sprinklr’s acquisition of Nanigans’ social advertising business will enhance our Modern Advertising product while also helping brands reduce the number of point solutions in their MarTech stack. With Sprinklr’s Unified Front Office, brands will have a single platform for all their social advertising, marketing, customer care, research, and engagement needs.”

Sprinklr’s unified platform and artificial intelligence capabilities are uniquely positioned to help brands make sense of advertising performance data and then share these insights across teams that collaborate on Sprinklr’s platform.

In the U.S., performance-based advertising comprised 61.8% of Internet ad revenues, according to MarketingCharts. And social media apps are gaining mindshare at the expense of shopping apps. Millennials prefer Facebook for shopping over any other platform says a Goldman Sachs survey.