The document discusses mobile app retargeting best practices presented at the 2016 conference, highlighting challenges in user retention and the importance of personalized marketing. It notes a significant drop in global app retention rates and suggests leveraging analytics, dynamic user segmentation, and deep linking to re-engage users effectively. Key case studies show substantial improvements in return on ad spend and sales through strategic retargeting efforts.

1. Mobile Beach Conference@ 2016
Mobile App Retargeting
Best Practices, Cases&
Challenges
Kirill Sofronov
Hustler & Problem solver

2. About Me
2010 2012 2014

3. REMERGE
2014 2015 2016
25 employees
88 clients
4m USDraised
DE & USHQs
#1 App Retargeting
150+ clients
Profitability
Globalpresence

4. ActiveUsers
Dormant Users
(WastedBudget)
App RetargetingTraditionalUserAcquisition
The Problem

5. Global app retentionrate decreased5%in2015.
27%of gamesareonly played once.
58%of userschurnwithinthefirst30 days.
If auserdoesn’treturnafter7 days, thereisa60% chance
theyneverwill.

6. The App
Landscape’s
Changing
“Useracquisitionhits all-time high”
–VentureBeat

7. Source:Mobile Benchmarks Q32015Adjust Report
Day 7retention
Avg
Android 14.38%
iOS 11.49%

8. Understand
YourUsers
Getanalyticsin
place
Understand
user flow &
behavior
Lookat where
& whyyour
users are
dropping

9. Leverage
Personalized
Marketing
Programs
Push
Notifications
Display
Advertising
Social
Email
Marketing

10. The Challenge #1:
Setting Up Tech
Infrastructure

11. The Challenge #2:
User Base

12. Segment &
Target Users
Dynamically
We missyou! Tips to completethe tutorial
New User
After1 hour
New User
Didn’tcompletetutorial
+115% 84%
Performanceuplift
(with dynamicaudience
Segmentation)
ofRemerge customers
Run adynamicsetup

13. Implement
Deep Links
+130% 82%
Performanceuplift ofRemerge customers
Run adeeplinks
Deep link sends user to most relevant part of the app
Another App Your App

14. Choose an
App Retargeting
Provider

15. Matching
Expectations:
Is it Doablein
All Verticals

16. Constant
Optimization
&
Improvement

17. Retargeting Users at
Every Stageof the
ConversionFunnel
NewUsers
Churn Point
Loyal Users

18. Native Ads
+60% 9%
Performanceuplift
compared toregularads
ofRemerge impressions
arenative ads
App logo& title
Engagingimage
Description of appor offer
Relevant call to action
Native Ad

19. Dynamic Ads (CBS Interactive)
Dynamic background image
Relevant CTA
User’s favorite TVshow
Titlebased onuser’s intent

20. Case (Food Delivery)
NativeTheGoals
TheResults
Serve ads at scale to
Retarget a significant
Portion of the user base
Pushusers further down
the conversionfunnel to
increase orders
Regular
+240%ROAS
+5%SalesUplift
5M+ AppInstall
base
15,000+ Partner
Restaurants
Presence in 10
Countries

21. Case (mCommerce)
TheGoals
TheResults
Engage upper funnel
Users andconvert them
to make a 1st purchase
Drive purchases among
mid to end funnel users
and convert them into
frequent buyers
+425%ROAS
2M+ Monthly
Active Users
1,000+ Brands Presence in
Russia
+5.4%Additional
Sales

22. Case (CoreGame+ Native ads)
TheGoals
TheResults
Drive additional
purchases
Boost engagement
among users
+196%ROAS
+5%SalesUplift

23. Key Takeaways
Starttestingand ripthe firstbenefits
Leverage actionable data (identify areasof improvement
& successestoreplicate)
Enhance your users’experiencethroughadding value
Whenit comesto tech,keep persisting(big wins= additional resources)
Constantly test, refine& reiterate

24. Thank you!
kirill@remerge.io
@Kirill_Sofronov