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

Acquire! Re-engage! Make it Relevant!
What has happened so far
New users, new users, new users

1

2

Up from

In-App Mobile
Advertising
Spend to Top
$7bn by 20...
Billions of App Downloads (US)

Source: Fiksu

10 Apps for every person in the world

70bn apps will be downloaded in 2013...
User Retention Rates

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

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

69%

open an app
10 times or less

25%

use an app just once...
Don’t Waste
Acquisition Investment.
Communicate to Your
Current Users.

So why don’t we talk more to our
customers? They’v...
Costs more to acquire than retain!
Why focus solely on new acquisition?

Source: Fiksu

1/3 the cost of re-engaging a user...
Cost of Acquiring Users Exceeds Revenue
Why focus solely on new acquisition?

Source: SuperData

$2.73 CPI vs. $1.96 ARPU
...
CPI is so 2013!

Berlin

○

New York

○

London

Confidential- for personal use only | 9
Introducing an App‘s Lifecycle Marketing
Approach

Berlin

○

New York

○

London

Confidential- for personal use only | 10
Conversion Funnel
98%
Visitors leave your site
without converting

Re-engage 98% that
leave your site/app

Drive repeat sa...
Useful Metrics in an Age of Mobile Retargeting
2014 will go beyond simple CPI metrics

• 

Cost per Reopening

• 

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

Berlin

○

New York

○

London

Confidential-...
Audience Targeting
Market to the Individual – IDFA and Android Advertising ID are the key

Practice 1-1 marketing and comm...
What if You Could...

• 
• 
• 

Tailor special offers to specific
individuals
React in real time
Chase abandoned baskets

Be...
What if You Could...

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

• ...
Retargeting with Trademob
Lower Costs, Increased Conversion

• 

• 

Berlin

○

New York

62% lower cost per active user
c...
Case Study
100% 100%

Conversion funnel
for:
•  Re-Engagement
•  New Acquisition

62% lower
cost to
generate a
valuable
le...
Case Study
1

User cohort and target
group definition

2

Campaign execution with bespoke
banner ads across the Trademob DS...
1. Chase searchers and abandoned baskets
Multiple deep-linking

Tuesday morning, 9 a.m.

Monday evening, 8 p.m.

Berlin

○...
2. Retarget your dormant users!
Re-engage existing users instead of buying new users
October, 2013

August, 2013

User for...
3. Retarget your high-value users!
Cross and upsell high-value customers
Week 2, user sees banner for
Temple Run 2 coming ...
Personalized Offers
Target Individual Users with Special Offers

• 
• 

New York

Provide Unique offers to distinct
user segm...
Acquire! Re-engage! Make it Relevant!

Berlin

○

New York

○

London

Confidential- for personal use only | 24
Contact Us!
Florian Lutz

John Rankin

Head of Sales & Co-Founder

Vice President of International Sales

Germany: +49 30 ...
Upcoming SlideShare
Loading in …5
×

'Retargeting your installed base: from maus to daus' - Florian Lutz at App Promotion Summit Berlin

917
-1

Published on

Trademob is one of the biggest mobile app marketing companies in Europe. They optimize mobile media advertising across 230 mobile ad networks, RTB exchanges and media partners. At App Promotion Summit Berlin, Trademob's co-founder and head of sales Florian Lutz presents their techniques in keeping users coming back, measuring engagement and increasing frequency.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
917
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
20
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

'Retargeting your installed base: from maus to daus' - Florian Lutz at App Promotion Summit Berlin

  1. 1. Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users Acquire! Re-engage! Make it Relevant!
  2. 2. What has happened so far New users, new users, new users 1 2 Up from In-App Mobile Advertising Spend to Top $7bn by 2015 $2.4bn in 2012 (Juniper Research) Berlin ○ New York ○ London Confidential- for personal use only | 2
  3. 3. Billions of App Downloads (US) Source: Fiksu 10 Apps for every person in the world 70bn apps will be downloaded in 2013 (worldwide) Berlin ○ New York ○ London Confidential- for personal use only | 3
  4. 4. User Retention Rates 90% of users leave immediately after downloading, with nothing bought on first visit Source: Flurry Berlin ○ New York ○ London Confidential- for personal use only | 4
  5. 5. Many Dormant Users. The Download is Only Half of the Battle. 69% open an app 10 times or less 25% use an app just once after downloading Berlin ○ New York ○ London Confidential- for personal use only | 5
  6. 6. 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 Berlin ○ New York ○ London Confidential- for personal use only | 6
  7. 7. Costs more to acquire than retain! Why focus solely on new acquisition? Source: Fiksu 1/3 the cost of re-engaging a user Berlin ○ New York ○ London Confidential- for personal use only | 7
  8. 8. Cost of Acquiring Users Exceeds Revenue Why focus solely on new acquisition? Source: SuperData $2.73 CPI vs. $1.96 ARPU Berlin ○ New York ○ London Confidential- for personal use only | 8
  9. 9. CPI is so 2013! Berlin ○ New York ○ London Confidential- for personal use only | 9
  10. 10. Introducing an App‘s Lifecycle Marketing Approach Berlin ○ New York ○ London Confidential- for personal use only | 10
  11. 11. Conversion Funnel 98% Visitors leave your site without converting Re-engage 98% that leave your site/app Drive repeat sales Increase lifetime value 2% 1st visit conversion Berlin ○ New York ○ London Confidential- for personal use only | 11
  12. 12. Useful Metrics in an Age of Mobile Retargeting 2014 will go beyond simple CPI metrics •  Cost per Reopening •  Retention Rates •  Rebookings •  Average Basket Sizes •  Customer Lifetime Value •  Custom Metrics Berlin ○ New York ○ London Confidential- for personal use only | 12
  13. 13. Mobile Tracking The Cookie-less Society – Welcome to the Power of Device IDs Berlin ○ New York ○ London Confidential- for personal use only | 13
  14. 14. Audience Targeting Market to the Individual – IDFA and Android Advertising ID are the key Practice 1-1 marketing and communicate with personalized messages Berlin ○ New York ○ London Confidential- for personal use only | 14
  15. 15. What if You Could... •  •  •  Tailor special offers to specific individuals React in real time Chase abandoned baskets Berlin ○ New York ○ London Confidential- for personal use only | 15
  16. 16. What if You Could... Know the individual Know their specific interests Find them again anywhere Drive them back to you •  •  •  •  Berlin ○ New York ○ London Confidential- for personal use only | 16
  17. 17. Retargeting with Trademob Lower Costs, Increased Conversion •  •  Berlin ○ New York 62% lower cost per active user compared to acquiring a new user 150% higher conversion rate compared to display ○ London Confidential- for personal use only | 17
  18. 18. Case Study 100% 100% Conversion funnel for: •  Re-Engagement •  New Acquisition 62% lower cost to generate a valuable lead 61% 45% 39% 34% 11% 9% 2% 0.8% Total user base Total user base Savings per action compared to new user acquisition campaigns Engagement 1 Search Engagement 2 Detailed search -78% Berlin -77% ○ New York ○ London Engagement 3 Add to favorite -76% Transaction Final Action -62% Confidential- for personal use only | 18
  19. 19. Case Study 1 User cohort and target group definition 2 Campaign execution with bespoke banner ads across the Trademob DSP 3 Deep-link inside app IDFA 7 IDFA 7 IDFA 2 IDFA 2 The Trademob DSP is integrated with the world’s leading SSP partners Berlin ○ New York ○ London Confidential- for personal use only | 19
  20. 20. 1. Chase searchers and abandoned baskets Multiple deep-linking Tuesday morning, 9 a.m. Monday evening, 8 p.m. Berlin ○ New York ○ London Confidential- for personal use only | 20
  21. 21. 2. Retarget your dormant users! Re-engage existing users instead of buying new users October, 2013 August, 2013 User forgets about app & doesn‘t respond to push notifications Berlin ○ New York ○ London Confidential- for personal use only | 21
  22. 22. 3. Retarget your high-value users! Cross and upsell high-value customers Week 2, user sees banner for Temple Run 2 coming out Week 1, user plays Temple Run Berlin ○ New York ○ London Confidential- for personal use only | 22
  23. 23. Personalized Offers Target Individual Users with Special Offers •  •  New York Provide Unique offers to distinct user segments •  ○ Provide them in real time to Individuals •  Berlin Personalize offers Auto apply them to an individual app ○ London Confidential- for personal use only | 23
  24. 24. Acquire! Re-engage! Make it Relevant! Berlin ○ New York ○ London Confidential- for personal use only | 24
  25. 25. Contact Us! Florian Lutz John Rankin Head of Sales & Co-Founder Vice President of International Sales Germany: +49 30 2021575 0 UK: +44 7776 333 888 Mobile: +49 176 103 86 267 US: +1 415 539 6794 florian.lutz@trademob.com john.rankin@trademob.com Berlin ○ New York ○ London
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×