The Best Mobile Retargeting Strategies for the Future
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Adjust and Criteo team up to help you apprehend the true value of user retention and engagement and how to maximize your return on ad spend.
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The Best Mobile Retargeting Strategies for the Future
- 1. The Best Mobile Retargeting Strategies for the Future Live Webinar | Tuesday June 27th | 11am PST presented by
- 2. Cre ate ● 30-40 Minutes ● Ask questions at any time via this panel --> ● Q&A at the end ● Recording & slides via E-mail Housekeeping The Best Mobile Retargeting Strategies for the Future
- 3. The Best Mobile Retargeting Strategies for the Future 1. Company Overviews 2. Why are reengagement strategies needed? 3. What is the best retargeting strategy? 4. Deeplinking A. What is deeplinking and why is it important? 5. Which KPI’s are most important for app retargeting & reengagement ? 6. Case Study Review 7. Audience Builder Table of Contents
- 4. 130+ Countries 31 Global Offices 1.2B Users reached monthly 12,000+ Advertisers +$1B Transactions in 2016 17,000+ Publishers Global Reach and Scale
- 5. 22,000+ Integrated SDKs #1 100+ Billion 1000+ 150+ employees 2 Petabytes Monthly Traffic iOS Attribution SDK* Integrated Partners Data Points Tracked Monthly * Source: http://mightysignal.com/top-ios-sdks?tag-24
- 6. Apps deliver the most effective channel for mobile user engagement The Best Mobile Retargeting Strategies for the Future Global Conversion Funnel by Channel Products viewed per user Add-to-basket Completion Rate Products viewed per user Add-to-basket Completion Rate 4.7x 2.5x 1.2x Mobile browser App Conversion rate3x
- 7. Without active engagement, you lose valuable users 100 60 20 10 20 30 0 0 Android iOS Number of days after app installation % Active app users Only 11% of app users remain active 7 days after install The Best Mobile Retargeting Strategies for the Future
- 8. Attract high value users who are likely to re-engage Find users wherever they are Deliver engaging offers, based on individual purchase intent Ensure that the best performing creative is always displayed Seamlessly bring users back to relevant content within your app The Best Mobile Retargeting Strategies for the Future You need a strategy to re-engage users and bring them back to your app
- 9. The Best Mobile Retargeting Strategies for the Future Reengagement
- 10. The Mobile Measurement Company 10 Users who were reengaged once, staid active in the associated app 3x longer than users who were not reengaged. x3x Reengagement The Best Mobile Retargeting Strategies for the Future
- 11. The Mobile Measurement Company ‣ Install 1:1 device ‣ Reattribution X:1 device ‣ Critical to split out your reengaged users from your acquired users ‣ Cohorts are key when reviewing reengagement campaign performance ‣ Not just for e-commerce 11What is reattribution? The Best Mobile Retargeting Strategies for the Future
- 12. The Mobile Measurement Company Know churn rate by source Measure in-app activity before churn 12 ‣ Re-engaged users higher KPIs ‣ Don’t lose out on someone you’ve already paid for ‣ All about timing Re-engaged Users Short-term vs. Long-term The Best Mobile Retargeting Strategies for the Future
- 13. The Mobile Measurement Company 13Adjust Cohorts The Best Mobile Retargeting Strategies for the Future
- 14. What is the best retargeting strategy? The Best Mobile Retargeting Strategies for the Future
- 15. The Best Mobile Retargeting Strategies for the Future Find the right users, at the right time App Advertising entices user with real-time relevant ad content and design How it works User clicks and is directly deep linked to a specific product they are likely to browse and purchase User downloads and opens your app, but rarely comes back to browse or purchase 2 31
- 16. The Best Mobile Retargeting Strategies for the Future What is deeplinking?
- 17. The Best Mobile Retargeting Strategies for the Future Deeplinking The user opens another app and is targeted by a personalized ad from Criteo The user clicks and is deeplinked back to the app to complete a purchase Deep linking allows marketers to bring consumers to specific content within the app. Deferred deep links Direct users to content even if the app isn’t installed at the time of click. The link will first redirect to the Apple or Google Play Store to download the, and then take the user to the specific “deferred” content immediately after first launch. SAMPLE BANNER AD
- 18. The Mobile Measurement Company ‣ &deeplink=myapp://invite/coupon ‣ Universal Linking ‣ Global deeplink ‣ Reengagement and retargeting 18How do I deeplink? The Best Mobile Retargeting Strategies for the Future
- 19. The Best Mobile Retargeting Strategies for the Future KPI’s for Retargeting & Reengagement
- 20. The Best Mobile Retargeting Strategies for the Future Retargeting & Reengagement KPI’s CPO ROAS LTV Cost Per Order Return on Ad Spend Lifetime Value Retargeting KPI’s Reengagement KPI’s
- 21. The Best Mobile Retargeting Strategies for the Future “ “Criteo’s App Advertising solution helped us increase our subscriptions by almost 100% by targeting our freemium users that were most likely to convert. We were impressed with Criteo’s mobile inventory reach.” Emilie Leroux Acquisition Manager, Deezer +100% Increase in conversions vs. desktop +203% Increase in click-thru-rate 96% Increase in incremental subscriptions Case Study
- 22. The Best Mobile Retargeting Strategies for the Future Audience Builder
- 23. The Mobile Measurement Company 23 Build the audiences you need and begin targeting them immediately & effectively 54K Add to cart APPS Shopping App OS iOS COUNTRIES USA, Canada, United States, … OS VERSION <7, >10 PLATFORM iOS 23K Registered APPS Shopping App OS iOS COUNTRIES USA, Canada, United States, … OS VERSION <7, >10 PLATFORM iOS The Audience Builder The Best Mobile Retargeting Strategies for the Future
- 24. The Mobile Measurement Company 24 ‣ Unlimited lookback ‣ Cross-promotion ‣ Download advertising IDs and push tokens directly from the Adjust dashboard ‣ Split segments up to 10 times ‣ Automatic sync to Facebook ‣ Real-time audience lists that automatically update Audience builder The Audience Builder The Best Mobile Retargeting Strategies for the Future
- 25. The Mobile Measurement Company What’s a reattribution? ‣ Install 1:1 device ‣ Reattribution X:1 device ‣ Critical to split out your reengaged users from your acquired users ‣ Cohorts are key when reviewing reengagement campaign performance ‣ Not just for e-commerce 25 The Best Mobile Retargeting Strategies for the Future
- 26. The Mobile Measurement Company What’s a reattribution? ‣ Install 1:1 device ‣ Reattribution X:1 device ‣ Critical to split out your reengaged users from your acquired users ‣ Cohorts are key when reviewing reengagement campaign performance ‣ Not just for e-commerce 26 The Best Mobile Retargeting Strategies for the Future
- 27. The Best Mobile Retargeting Strategies for the Future Questions?
Editor's Notes
- *Kevin*
- *Kevin*
- *Kevin*
- Criteo is a global performance marketing platform, that helps our clients drive sales across mobile, web, search and social. We work with over 12k advertisers in over 30 countries and last year we track over $1Bn of transactions. So the majority of clients use us because we can deliver performance at Scale. Criteo got into the app space in 2013 through an acquisition we made, and the business has quickly become one of our most important channels for the company.
- *Katie* Adjust is a Mobile Measurement Partner that focuses on attribution. We were founded in 2012 by Christian Henschel, Paul Mueller, and Manuel Kniep. What began as a small mobile attribution company with these 3 employees based in Berlin has now grown to 14 offices with around 150 employees globally. Recently launching full suppport for the domestic Chinese market, we have around 22 thousand integrated SDKs worldwide.
- *Lucy* It’s important to remember the the mobile channel includes both mobile web & app users. When we compare user behaviour we see some significant differences. App users typically; Browse more products Add more products to their shopping baskets View their final basket In addition, the App product page view to buyer conversion rate is 3x that of mobile users. So the business case for app marketing has a strong revenue line Marketers need to recognize this and be are investing in an effective app strategy app due to better user experience and higher conversion rates.
- *Lucy* Historically app advertising has been about driving downloads quickly, at a cheapest rate. However, more recently app retention is crucial If marketers are investing in UA campaigns, they also need to invest in reengagement and the numbers tell this story. The churn of unengaged users happens rapidly after app install & can result in only 1 in 10 users remaining active after 7 days Without a strategy in place to actively engage your installed base usage can quickly decrease Apps which fail to engage users & sit un-used on smart phones are eventually deleted & the opportunity to engage high value users is lost . UA and app retention campaigns should be run simultaneously, as the drop off can happen quickly. Reengaging users within the first week of download results in much higher retention rates.
- Let’s talk about an effective reengagement strategy, and whats needed to get users back into an app…. Identifying the high value users which are likely to re-engage Finding theses users wherever they are But even more importantly delivering the right engagement message With Ads that are dynamically created & optimised in real-time to ensure that the best performing creative is always displayed Deeplink the user back to the app.
- *Katie* This is why for 2017 Adjust has decided to focus heavily on reengagement.
- *Katie* Conducting a controlled test, we found that users who were reengaged remained active in the associated app 3 times longer than users who were not reengaged. With the 20/80 rule obviously manifesting itself in mobile, we want to make sure to provide our clients with the means to not only to measure these different users, but to engage with them, sending the right message at the right time.
- *Katie* So, what is reattribution? At Adjust, a device can technically only install once. However, a user can lapse over time and need to be re-engaged in order to highten their in-app activity. This is what Adjust defines as a reattribution. It's an existing user, who has actively interacted with a new ad, and then re-opened your app. What's key to note here is that a user can be reattributed multiple times, as they may in fact re-engage with different targeted ads multiple times. At Adjust we believe it is critical to watch these users and their in-app activity specficially, splitting them out as a separate cohort. Viewing these reattributed users allows you to see the direct affects of your remarketing campaigns. For example, did users that were re-engaged from my 15% off coupon ad actually make a purchase? And was it the day of reengagement, or a week after? Overall was their retention higher? Finally, I've heard from so many clients, we'll we're not ecommerce so we don't really see the benefits of running re-engagement. This is plain and simple just wrong. While yes, e-commerce does lend itself easily, I've also seen many gaming and casino companies run incredibly succesful re-engagement campaigns. In mobile marketing these days, nomatter what type of app you offer, you must not only focus on user acquisition, but also user retention.
- *Katie* Once you've actually setup your re-engagement or retargeting campaigns, you can breath easy by watching their specific performance in adjust. On my left you can see that you can select to only look at your reattributed users, and on my right, you can select a multitude of different KPIs to watch what these users do over time. With Adjust we have no lookback limit for monthly grouped cohorts. Another important piece to touch upon is that you may want to reengage users who have perhaps lapsed in the past 60 days, while simulatenously running a retargeting campaign against your most active users, offering them a promotion. In Adjust you can customize your users inactive window down to the adgroup or 3rd level in our system. This means that anytime you want to run reengagement campaigns, with very different campaign goals, along side retargeting, we are able to track and measure both without compromising your campaigns or user experience.
- *Katie* Here you can see a view of an App’s cohort data in Adjust. Specifically, we can see that of all users who were reattributed to this App in the past 30 days, 2,000 of these users converted, and triggered a purchase event on their day of reattribution. This totaled almost $400k in revenue from these purchases that happened within 24 hours of engaging with this Criteo Retargeted ad. Overall within Adjust cohort,s there are tons of different ways to slice and dice your data, narrowing it down to the most granular level for viewing specific retargeting campaigns.
- *Lucy*
- *Lucy* Let’s walk through the sample above: The user browses your app but leaves without completing your intended transaction The user visits a publisher app, we identify them on our network & entice them with relevant ad content from your catalogue and brand inspired design The user clicks on the ad and is deep linked directly to a relevant product within your app they are likely to purchase In the event that your app is no longer available the fall back is redirection to your mobile website You can see how this retargetin gprocess is very different than reengagement for 2 reasons ADVERTISER IS DRIVING THE USER DIRECTLY TO PURCHASE ADVERTISER IS TARGETING ACTIVE USERS RATHER THAN DORMANT USERS
- *Lucy*
- *Lucy* Deeplinking, is more prominent when we talk about RETARGETING, because it allows marketers to bring users to specific content within the app. GIVE EXAMPLE – Search a product, and later see a banner with that image, click and taken directly to the product page within the app making it easy to add to cart and check out Deferred deeplinking- If user doesn’t have the app installed they are taken to apple or google store to download and then once app is opened they are taken directly to content page. Why is deeplinking important? Provides a seamless user experience, and significantly increases conversion rates. Always gives the user the most integrated mobile experience, even If the app isn’t installed. How does a marketer setup deeplinks? Through delveloper guides from Apple and Google Store Through their MMP
- *Katie* So, how does Adjust support deeplinks? Deeplinks have changed quite a bit, especially on Apple over time, however the concept is the same- allow users who already have your app installed to bypass the app store and go directly into your app showing specific content or features. In short, deep linking brings a seamless user experience and can increase your conversion rate and retention rate significantly. This is why we are always updating our system to make sure we fully support the latest deeplinking technology. While it sounds like a no-brainer, unfortuantely the land of deeplinking has grown quite complex. On Android you need to prepare yourself for fragmented browsers ranging from the latest Chrome to firefox- Versus on iOS, you need to know wether your audience remains on iOS 8 and below. As many of you are unfortunately aware, the dawn of iOS 9 brought about Universal Linking. While it maintains the integrity of a deeplink, it functions very differently only working in Chrome and Safari. To my right you can see an example of a client setting up their universal link in the adjust dashboard. Without diving in too deeply, deeplinking is absolutely something you should be doing, just make sure you fully understand all the different use cases of your user base, and make sure you support them fully. There's nothing worse than a bad user experience. And finally, just some tips and tricks-- use the same scheme when possible for iOS and Android, this will make email deeplinking so much easier. And also, remember you don't need to know the exact user to deeplink. Sometimes with new app features, running an open reegnagement deeplinking campaign is just as succesful as a retargeted campaign.
- *Lucy*
- *Lucy* Measuring app retargeting and retention KPI’s is crucial for any marketer. All three of these go hand in hand. For RETARGETING Most commonly Cost Per Order. How much did a user spend when they came back to the app? Did they buy one product, or multiple products? What was the total cart value? Once you know this info about users, you are able to budget them into high value vs low value users. ROAS- along the same lines, it’s clear marketers needs to monitor ROAS. What are their margins? How much are marketers spending, vs how profit? Closley monitoring APP ad spend vs profitably. FOR RENGAGMENT Lifetime Value (LTV) –Tells you how much each new customer is worth, and how much a marketer should pay for each user. When measuring LTV, marketers must look at the average revenue per user vs the churn rate (users lost during that same period of time).
- *Lucy* Deezer is a web-based music streaming service with over 16 million monthly active users and 6 million paid subscribers in over 180 countries. The challenge Deezer invested significantly in download mobile campaigns as a way to acquire users for their freemium service. Deezer needed a way to engage and convert freemium users to their Premium+ service. The solution Criteo enabled Deezer to run App Advertising ad campaigns targeted for their key segments: dormant and active users. They were targeted with a 30-day free trial of the Premium+ service. The results +100% CR in-app vs desktop +96% incremental subscriptions resulting from an App Advertising campaign +203% CTR on in-app banners
- *Katie* As I mentioned a bit before, one of Adjust’s primary focuses for 2017 is reengagement. From this focus, came our latest feature called the Adjust Audience Builder.
- *Katie* Adjust Audience Builder allows you to create precise user segments from your Adjust dashboard based on all of your various apps users, events, country, device, os…the list goes on. Now, why is this feature unique? Well, it allows you to create incredibly granular audiences based on your historical data. So, if for example, you wanted to begin running retargeting campaigns with a partner like Criteo, you could immediately pull the audience you wish to target from Adjust, get their list of advertising IDs, and share this with your parnter. As some of you may know, to run effective retargeting campaigns, very specific historical data is required to optimize, and it’s not always the easiest to pull or ask your database team for. With the audience builder you can pull this data in a matter of seconds, and share it with your partner to begin running campaigns immediately, while still targeting the exact users you want to convert. 1. ONLY share the data YOU want to share 2) Provide targeting lists to your partners to get up and running IMMEDIATELY - don’t waste time 3) Run retargeting or exclusion targeting campaigns with NEW partners that may not have the complex algorithms with the complex price tags - the fancier the algorithm the pricier it can be - with audience builder you can work with any network who can target on just advertising ID 4) Easily leverage valuable users from your OTHER apps -there’s no better way than making sure your new app is successful than by leveraging the success of what you’ve already achieved + with segmentation you won’t be spamming everyone, just the users that you know will love your new app as much as they love the other ones. After creating a segment automatically sync it to Facebook to create Custom Audiences or download the advertiser ID & push token in CSV and share it with any retargeting partner. + segments automatically keep updating whenever a user meets the defined criteria of the segment + Works across all the apps you’ve got in your dashboard + Create multiple groups within the same segment - splice up to 10 times + Power-up in-app/push messaging strategy Business benefits Leverage all your app data in real time More control over the segments they’re choosing Create segments quickly, without waiting for a network to do the work Promote x-promo across your apps by pulling audience lists from one app to another Can create multiple groups within the same segment enabling them to use the ‘same’ audience across multiple channels and do a/b testing on messaging/creatives etc Download segment data directly from dashboard Share only precise segment data with 3rd parties (retargeting partners) - not all data like before Create segments by yourself and don’t rely on retargeting companies solely Do not cannibalize any users or possible segments Can be easily used to to send targeted push or in app messages Use cases - Target your top users from flagship app with an ad for your similar new app they will love, with no users overlapping Discover new cross-promo opportunities between your apps by pulling audience lists from one app to another or use these Audiences to launch new apps Create Custom Audiences with FB Separate your paid users from organic users for targeting - Improve CRM by better understanding your users needs; develop customer loyalty; improve retention rates - Split segments to A/B test different creatives and messages, test different partners with the same segment, and more Hannah Data ownership - don't cannibalise your users by the competition Security - you own the data and have complete control over what and how it's shared with 3rd parties More detailed analytics for better results - by activating the right segments of users - segments that make sense to your business and not what a 3rd party has created on your behalf = ultimately increasing ROI Empowerment - give your team the tools they need to make more informed decisions with user data and activate users with greater accuracy Activation - keep your user base active with tailored messages - segment users based on behaviour to create highly targeted and personalised campaigns Unify customer data - unified and segmented customer data activated for analytics - collate all your relevant data and take action Flexibility - rather than passing on all data, you have flexibility to define and segment beforehand Automation - Segments are dynamic and kept up to date - as soon as a user meets the criteria they are ready for you Mike Data ownership - don't cannibalise your users by the competition Speed - create segments on the fly and share them any partner Automation- segments automatically keep updating making sure you never miss a user who should be in a segment Activation - keep your user base active with tailored messages - segment users based on behaviour to create highly targeted and personalised campaigns Peace of mind - only pay to retarget users in your chosen segments Automation - Segments are dynamic and kept up to date - as soon as a user meets the criteria they are ready for you Annie Speed - create segments on the fly and share them any partner Flexibility - rather than passing on all data, you have flexibility to define and segment beforehand More detailed analytics for better results - by activating the right segments of users - segments that make sense to your business and not what a 3rd party has created on your behalf = ultimately increasing ROI Automation - Segments are dynamic and kept up to date - as soon as a user meets the criteria they are ready for you Peace of Mind - complete control over the data
- *Katie* So what are some key features of the Audience Builder tool? For starters we have an unlimited lookback window, which comes in pretty handy when pulling users who installed over a year ago. Next, you are not limited to one app, you can easily identify users that would be great for cross promotion amongst your suite of apps. You can download advertising IDs or push tokens for push notifications lists directly to your browser. And these lists are updated in real time based on whether your users meet or do not meet the set audience’s conditions.
- *Katie* Here is an example of an Audience setup for Big Spenders. This will include all of our users from China, who installed more than 12 hours ago, and have spent more than 30 euros.
- *Katie* Next you can see our grouping functionality. Clients can choose to make groups controlled, use them for A/B testing, or split groups to ensure no two networks are targeting the same user- ergo competing against one another. Each group receives its own dynamic link, with its own set of unique users from this audience. Overall the Audience Builder is the perfect tool for retargeting. Whether you’ve been running reattribution campaigns for a while, or are just beginning, the feature allows you to quickly target exactly who you want to convert and use partners like Criteo to reach them with the right message at the right time.
- *katie* So we hope everyone learned a bit about not only why reengagement is a critical part of your adveritsing spend, but also how Criteo and Adjust are making reengagement easier. With that said, we’ll now open it up for any questions you may have.