Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
App Re-engagement 

for Dummies
by Diego Meller
@jampp / @diemel
So you have acquired some users
• User acquisition on mobile is hard
• Getting organic traction is even h...
@jampp / @diemel
By some miracle you achieve a large number of
users that install your app… what happens next?
This is the...
@jampp / @diemel
Users don’t stick around
• 22% of downloaded
apps are only opened
once
• Only 5% of users
continue using ...
@jampp / @diemel
What can I do about it?
An app that
makes you
want to use it
again :-)
Push
notifications,
e-mail, etc.
I ...
@jampp / @diemel
What are re-engagement campaigns?
15 years ago on the web
Banners would take you always to home page
@jampp / @diemel
Today on web…
• Ads know what you’ve been looking at and searching
• You see relevant content and increas...
@jampp / @diemel
@jampp / @diemel
@jampp / @diemel
Today on mobile
• Every ad takes you to the “app
home page”
!
• Ads are not customised to the
user search...
@jampp / @diemel
You’ll need re-engagement
for m-commerce.
By 2020,
smartphones/tablets
will account for more
than 75% of ...
@jampp / @diemel
So why am I not doing it?
• NO COOKIES!!
• No historic device ID and
usage information
• No way to system...
@jampp / @diemel
So how does it work exactly?
@jampp / @diemel
Users who
installed app x
RTB Mobile
Exchanges
Segment with
specific event
from app x
Unique identifier A U...
@jampp / @diemel
@jampp / @diemel
Re-engagement checklist
• Track & Report Events
• Deep-Links Enabled
• Creatives for specific segments
• N...
@jampp / @diemel
Why do it now?
• The earlier the better
• Decrease your UA spend
• Increase conversions all around
• Keep...
App User Acquisition and
Re-engagement
+3,000,000 App Installs in 350 campaigns every month+200 Billion monthly impression...
Thank you!
Upcoming SlideShare
Loading in …5
×

Re engagement for dummies - App Promotion Summit - July 2014

221 views

Published on

How to re-engage and retain users for your awesome mobile app.
Learn more about how retargeting works and why it's important.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Re engagement for dummies - App Promotion Summit - July 2014

  1. 1. App Re-engagement for Dummies by Diego Meller
  2. 2. @jampp / @diemel So you have acquired some users • User acquisition on mobile is hard • Getting organic traction is even harder
  3. 3. @jampp / @diemel By some miracle you achieve a large number of users that install your app… what happens next? This is the app you’re looking for…
  4. 4. @jampp / @diemel Users don’t stick around • 22% of downloaded apps are only opened once • Only 5% of users continue using apps after 6 months I will never open your app again!
  5. 5. @jampp / @diemel What can I do about it? An app that makes you want to use it again :-) Push notifications, e-mail, etc. I ANNOY YOU! Re- engagement campaigns. Hi there, I’m relevant. Click me.
  6. 6. @jampp / @diemel What are re-engagement campaigns? 15 years ago on the web Banners would take you always to home page
  7. 7. @jampp / @diemel Today on web… • Ads know what you’ve been looking at and searching • You see relevant content and increase CTR • Ads take you directly to the thing you are interested in. Stalked, I mean re-targeted.
  8. 8. @jampp / @diemel
  9. 9. @jampp / @diemel
  10. 10. @jampp / @diemel Today on mobile • Every ad takes you to the “app home page” ! • Ads are not customised to the user search or browsing history OMG this banner is as dumb as this photo!
  11. 11. @jampp / @diemel You’ll need re-engagement for m-commerce. By 2020, smartphones/tablets will account for more than 75% of global e- commerce and more than 50% of spend. I can shop with my phone while I drink beer on my own!
  12. 12. @jampp / @diemel So why am I not doing it? • NO COOKIES!! • No historic device ID and usage information • No way to systematically give info to re-engagement supplier
  13. 13. @jampp / @diemel So how does it work exactly?
  14. 14. @jampp / @diemel Users who installed app x RTB Mobile Exchanges Segment with specific event from app x Unique identifier A Unique identifier A Ad Auctions with unique identifiers ADS Custom ad for segment Deep Link Specific section in app
  15. 15. @jampp / @diemel
  16. 16. @jampp / @diemel Re-engagement checklist • Track & Report Events • Deep-Links Enabled • Creatives for specific segments • NDA + Protect your data
  17. 17. @jampp / @diemel Why do it now? • The earlier the better • Decrease your UA spend • Increase conversions all around • Keep people engaged! I’m so amazed with re- engagement I stopped drinking my coffee!!
  18. 18. App User Acquisition and Re-engagement +3,000,000 App Installs in 350 campaigns every month+200 Billion monthly impressions We manage your entire app promotion and re-targeting process by planning, executing, tracking and optimising your mobile advertising across +150 networks, RTB Exchanges and large publishers. App Installs Re-engagement
  19. 19. Thank you!

×