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 [email protected]
Florian Lutz Head of Sales & Co-Founder Germany: +49 30 2021575 0 Mobile: +49 176 103 86 267 [email protected]
