Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users

Acquire! Re-engage! Make it Relevant!

Berlin ○ New York ○ London

New users, new users, new users

What has happened so far

In-App Mobile Advertising Spend to Top $7bn by 2015 (Juniper Research)

Up from

$2.4bn in 2012

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Billions of App Downloads (US)

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70bn apps will be downloaded in 2013 (worldwide) 10 Apps for every person in the world

Source: Fiksu

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User Retention Rates

90% of users leave immediately after downloading, with nothing bought on first visit

Source: Flurry

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Many Dormant Users. The Download is Only Half of the Battle.

use an app just once after downloading

open an app 10 times or less 69%

25%

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Don’t Waste Acquisition Investment. Communicate to Your Current Users.

So why don’t we talk more to our customers? They’ve cost us a lot to acquire

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Costs more to acquire than retain!

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Why focus solely on new acquisition?

1/3 the cost of re-engaging a user

Source: Fiksu

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Cost of Acquiring Users Exceeds Revenue

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Why focus solely on new acquisition?

$2.73 CPI vs. $1.96 ARPU

Source: SuperData

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CPI is so 2013!

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Introducing an App‘s Lifecycle Marketing Approach

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Conversion Funnel

98%

Visitors leave your site without converting

2% 1st visit

conversion

Re-engage 98% that leave your site/app

Drive repeat sales Increase lifetime value

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•  Cost per Reopening

•  Retention Rates

•  Rebookings

•  Average Basket Sizes

•  Customer Lifetime Value

•  Custom Metrics

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Useful Metrics in an Age of Mobile Retargeting 2014 will go beyond simple CPI metrics

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Mobile Tracking The Cookie-less Society – Welcome to the Power of Device IDs

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Audience Targeting

Practice 1-1 marketing and communicate with personalized messages

Market to the Individual – IDFA and Android Advertising ID are the key

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•  Tailor special offers to specific

individuals •  React in real time •  Chase abandoned baskets

What if You Could...

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•  Know the individual •  Know their specific interests •  Find them again anywhere •  Drive them back to you

What if You Could...

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Retargeting with Trademob Lower Costs, Increased Conversion

•  62% lower cost per active user

compared to acquiring a new user

•  150% higher conversion rate compared to display

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Case Study 100%

61%

45%

11%

2%

100%

39% 34%

9%

0.8%

Total user base Engagement 1 Engagement 2 Engagement 3 Transaction Final Action Search Detailed search Add to favorite Total user base

Savings per action compared to new user acquisition campaigns -78% -77% -76% -62%

62% lower cost to generate a valuable lead

Conversion funnel for: •  Re-Engagement •  New Acquisition

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Case Study

1 User cohort and target group definition

Campaign execution with bespoke banner ads across the Trademob DSP Deep-link inside app 2 3

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The Trademob DSP is integrated with the world’s leading SSP partners

IDFA 7

IDFA 2

IDFA 7

IDFA 2

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1. Chase searchers and abandoned baskets Multiple deep-linking

Monday evening, 8 p.m. Tuesday morning, 9 a.m.

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2. Retarget your dormant users! Re-engage existing users instead of buying new users

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User forgets about app & doesn‘t

respond to push notifications

August, 2013 October, 2013

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3. Retarget your high-value users! Cross and upsell high-value customers

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Week 1, user plays Temple Run Week 2, user sees banner for Temple Run 2 coming out

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Personalized Offers Target Individual Users with Special Offers

•  Personalize offers

•  Provide them in real time to Individuals

•  Provide Unique offers to distinct user segments

•  Auto apply them to an individual app

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Acquire! Re-engage! Make it Relevant!

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Contact Us!

John Rankin Vice President of International Sales UK: +44 7776 333 888 US: +1 415 539 6794 john.rankin@trademob.com

Florian Lutz Head of Sales & Co-Founder Germany: +49 30 2021575 0 Mobile: +49 176 103 86 267 florian.lutz@trademob.com