Blog Archives

Nanigans Partners with Advertising Agency Hill Holliday, Accelerates Introduction of Ad Engine™ to Existing Clients

BOSTON, Mass. –- March 1, 2012 (BusinessWire) — Nanigans, Inc., a Facebook® Ads API developer focused on helping marketers maximize ROI from their Facebook advertising campaigns, has been selected for partnership in Hill Holliday’s Project Beacon program.

Hill Holliday’s Project Beacon program was designed to offer strategic counsel and promote collaboration between the agency and ad tech startups. With the goal of bringing innovative advertising technologies to market faster than ever before, Hill Holliday will provide client introductions as well as offer strategy, product development and growth advice to Nanigans as part of the partnership.

“A Facebook strategy has become foundational to marketers today. Nanigans offers a platform that allows advertisers to measure and optimize their Facebook ad spend to meet specific goals on and off Facebook, such as registrations, viral shares and purchases,” explained Seb Maitra, SVP and Group Media Director at Hill Holliday. “We find Nanigans’ transparency, strategic guidance and focus on ROI optimization extremely helpful as we seek to maximize the impact of our clients’ footprint on Facebook.”

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Nanigans Closes 2011 with Explosive Growth

Company Achieved 1600% Growth in Facebook Ad Spend; Cements Leadership Position in Facebook Marketing API Technology 

BOSTON, Mass. –- January 31, 2012 (BusinessWire) — Nanigans, Inc., a Facebook® Ads API developer focused on helping marketers maximize ROI from their Facebook advertising campaigns, today announced details of their corporate momentum and growth achieved in 2011. With marketers increasingly turning to Facebook, Nanigans’ Ad Engine™ served over 175 billion Facebook ad impressions during the year.

Through its software built on the Facebook Ads API, Nanigans enabled more than 700 large-scale Facebook ad campaigns domestically and internationally in 2011, with customers spanning sectors from e-commerce, social gaming, media and entertainment to brand marketers and advertising agencies. In terms of the volume of Facebook ad spend managed by the Nanigans Ad Engine, the company averaged a 52% monthly growth rate – cumulatively, an increase of 1600% over 2010.

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INFOGRAPHIC: Insider’s Guide to Facebook Marketing – Hidden Gems of Targeting

Part of Facebook’s draw in being such a transformational media platform for advertisers lies in its global reach. 75% of Facebook’s 800M active users live outside the United States, and the social network supports 70 different languages.

So, what countries should you target when advertising on Facebook?

We ranked twenty countries by their number of Facebook users, average cost-per-clicks and average clickthrough rates in the infographic below (just published on All Facebook) to help answer the question:

Facebook Infographic - Facebook Marketing: Hidden Gems of Targeting
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Nanigans Announces San Francisco Expansion

Leading Facebook® Ads API Developer Increases Service to Existing Clients and Expands Presence in Key Market

BOSTON, Mass. – December 7, 2011 (BusinessWire)Nanigans, Inc., a Facebook® Ads API developer and technology company focused on helping marketers maximize the effectiveness of Facebook ads, today announced the opening of a new office in San Francisco.

The expansion reflects Nanigans’ ongoing investment and commitment to customer service and growing demand from companies operating in the region. The office also positions Nanigans in closer proximity to Facebook, working to foster product innovation using the Facebook Ads API.

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Nanigans Case Study Published in Facebook’s Marketing API Directory

We recently collaborated with Facebook and social game company 50 Cubes on a Facebook advertising case study centered on the developer’s latest game, Fashion Designer.

Published by Facebook on Friday in the Marketing API Directory, the case study outlines an effective Facebook advertising strategy that leverages both Marketplace Ads and Sponsored Stories.


  • Acquired 169,000 new players during the 4-week campaign
  • Increased Fashion Designer’s daily active user base to 390,000 customers and monthly active user base to over 3.3 million
  • Increased conversion rates by 60% and decreased cost per installs (CPIs) by 45%

Key Lessons:

  • Marketplace Ads and Sponsored Stories are best used in combination to enable efficient acquisition of high-value customers
  • Marketplace Ads are instrumental in driving awareness and testing for converting and profitable audience segments
  • Sponsored Stories are an effective method to drive social referrals once a critical mass of customers exists and a clear understanding of valuable customer characteristics are identified


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Nanigans Interview Featured on

Earlier this week, a tech and startup new media outlet in six cities across the US from Boston to San Francisco, featured an in-depth profile of Nanigans. The article highlights our Facebook ad optimization platform, the Ad Engine, and was based on an interview last month with our founder and CEO Ric Calvillo.

Thanks to Erin Kutz for taking the time to get to know us and for the great article!

Nanigans Aims to Offer Up-to-Minute Insight for Facebook Ad Campaigns

Serial entrepreneur Ric Calvillo had planned to stay away from enterprise customers with his newest venture. He’s now CEO of Nanigans, a Boston-based startup that offers a Facebook advertising platform for enterprise customers with a couple thousand dollars to spend a day on online ads. Oops.

“We’re scaling right now with large accounts,” he says. “That’s exactly what I didn’t want to do”

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Nanigans in the News: Roundup of Recent Press

Nanigans was featured in the media several times in the last week, so we wanted to highlight all that press and thank the journalists who got to know us a bit better:

Boston Globe

Tech firms hop on Facebook’s wave

Globe reporter Michael Farrell visited our office in October to interview our CEO, Ric Calvillo, about building a company around Facebook. The article was featured on the front page of the Boston Globe yesterday, along with several other Boston companies including Brand Networks, Awareness Inc., Vivox, Zynga‘s Cambridge office, and and our investor Rich Levandov of Avalon Ventures. Read the rest of this entry

Nanigans Exceeds 80 Billion Facebook® Ad Impressions in Q3

Nanigans’ Ad Engine™ Served Over 10,000 Facebook Ad Impressions Each Second in Q3

November 7, 2011 – BOSTON, Mass. (BUSINESS WIRENanigans, Inc., an advertising technology company and Facebook Ads API developer focused on helping marketers maximize the effectiveness of Facebook ads, today announced dramatic third quarter results. The company’s Ad Engine™ delivered 80 billion social ad impressions on Facebook in the third quarter alone.

Nanigans has grown rapidly in 2011, averaging a monthly growth rate of 45 percent since January. Read the rest of this entry

Nanigans Closes $3M Series A to Scale Performance-Based Facebook Advertising Platform

Expands Social Analytics and Advertising Leadership Team to Accelerate Product Innovation

BOSTON–(BUSINESS WIRE)–Nanigans, Inc., the only real-time bidding platform for Facebook that optimizes advertiser spend for downstream actions and lifetime customer value, has closed $3M in Series A financing.

Leading the round is Avalon Ventures, and includes several prominent Boston-based Angel investors. Rich Levandov, Managing Director at Avalon Ventures who led initial investment in social gaming company Zynga and behavioral ad targeting company Tacoda, joins the Board. Nanigans will use the financing to expand its team and its Ad Engine platform.

Nanigans, one of the first Facebook Ads API Partners, delivers social ads for over 200 customers including RockYou, Kixeye, KlickNation, lolapps and T-Mobile. The company offers the most advanced Facebook advertising solution, automating campaign management at scale and optimizing for downstream actions such as Likes, app installs, registrations, virality and purchases.

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