Trademob - NOAH13 London

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Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users - Workshop by Ravi Kamran, Founder of Trademob at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November 2013.

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Trademob - NOAH13 London

  1. 1. Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users
  2. 2. Acquire! Re-engage! Make it Relevant! Berlin  New York  London 2
  3. 3. What has happened so far New users, new users, new users 1 2 Up In-App Mobile Advertising Spend to Top $7bn by 2015 $2.4b from n (Juniper Research) Berlin  New York  London in 2012
  4. 4. Gaming Acquisition $25m spent daily on advertising by Mobile Gaming industry Berlin  New York  London
  5. 5. Mobile Ad Spend in 2018 $39.3bn Berlin  New York  London
  6. 6. Costs more to acquire than retain! Why focus solely on new acquisition? Berlin  New York  London 6
  7. 7. Billions of App Downloads 70bn apps will be downloaded in 2013 10 Apps for every person in the world Berlin  New York  London 7
  8. 8. An Enormous Audience Billions of Users ANDROID IOS 900m users 600m users Berlin  New York  London 8
  9. 9. Apple and Android App Stores Quantity Quality VS Engagement and usage will become a bigger priority for marketers wishing to keep their apps in the top rankings. Berlin  New York  London 9
  10. 10. The Average Smartphone User Has Installed 26 Apps Lots of Apps Competing for Users’ Attention Time Berlin  New York  London 10
  11. 11. User Retention Rates Berlin  New York  London 11
  12. 12. User Retention Rates High Frequency Sustained Retention Berlin  New York  London 12
  13. 13. Retention of App Users by Mobile Platform 70% of Users Stop Using an App! Loyal users Disloyal users Berlin  New York  London 13
  14. 14. 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 14
  15. 15. 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 15
  16. 16. Push Is Not Enough! 70% of Users Stop Using an App! Only 30% accept Push Notifications Berlin  New York  London 16
  17. 17. Don’t Stonewall Your Customers! Facilitate the Purchase. Berlin  New York  London 17
  18. 18. Mobile is a Lucrative Platform Billions to be Made with Apps paid $900m to developers paid $5000m to developers Berlin  New York  London paid $100m to developers 18
  19. 19. True bricks & mortar, online and mobile 90% of users leave immediately after downloading Nothing bought on first visit Berlin  New York  London 19
  20. 20. Online Retargeting Online process– how does it work? • Only 2% of shoppers convert on the 1st visit • Increase conversion rate by 300% • Re-engage 98% of potentials that left your site • Increase lifetime value Berlin  New York  London 20
  21. 21. 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 21
  22. 22. Retargeting Spend is on the Rise Expect the Same for Mobile Over 50% of online marketers plan to increase their budgets for retargeting over the next six months. Berlin  New York  London 22
  23. 23. How is Retargeting Used Online? And for what? Gaming Travel Berlin  New York  Commerce London 23
  24. 24. Audience Targeting Market to the Individual Practice 1-1 marketing and communicate with personalized messages Berlin  New York  London 24
  25. 25. What if You Could... • Tailor special offers to specific individuals • React in real time • Chase abandoned baskets Berlin  New York  London 25
  26. 26. What if You Could... • Know the individual • Know their specific interests • Find them again anywhere • Drive them back to you Berlin  New York  London 26
  27. 27. Gaming example Optimization by network 1. Tier 1 networks - $5 CPI Network 7, 11 & 18 2. Tier 2 networks - $3 CPI Network 1, 5 & 22 1. Tier 3 networks - $1.50 CPI All other networks Berlin  New York  London 27
  28. 28. Re-engagement Ads on Mobile • 77% more likely to make a purchase • 3 times as many purchases Berlin  New York  London 28
  29. 29. Retargeting with Trademob Lower Costs, Increase Conversion • • Berlin  New York 62% lower cost per active user compared to acquiring a new user 150% higher conversion rate compared to display  London 29
  30. 30. Case Study 100% 100% Conversion funnel for: 62% lower cost to generate a valuable lead • Re-Engagement • New Acquisition 61% 45% 39% 34% 11% 9% 2% 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% 0.8% Transaction Final Action -62% Confidential- for personal use only | 30
  31. 31. 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 The Trademob DSP is integrated with the world’s leading SSP partners Berlin  New York  London Confidential- for personal use only | 31
  32. 32. 1. Chase searchers and abandoned baskets Multiple deep-linking Tuesday morning, 9 a.m. Monday evening, 8 p.m. Berlin  New York  London
  33. 33. 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 33
  34. 34. 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 34
  35. 35. 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 35
  36. 36. Acquire! Re-engage! Make it Relevant! Berlin  New York  London 36
  37. 37. Contact Us! Ravi Kamran John Rankin Founder Vice President of International Sales Germany: +49 30 2021575 0 UK: +44 7776 333 888 US: +1 415 539 6794 info@trademob.com john.rankin@trademob.com Berlin  New York  London

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