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 harder

@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…

@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!

@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.

@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 increase CTR • Ads take you directly to the thing you are interested in.

Stalked, I mean re-targeted.

@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 or browsing history

OMG this banner is as dumb as this

photo!

@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!

@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

@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 Unique identifier A

Ad Auctions with unique identifiers

ADS

Custom ad for segment

Deep Link Specific section in app

@jampp / @diemel

@jampp / @diemel

Re-engagement checklist

• Track & Report Events • Deep-Links Enabled • Creatives for specific segments • NDA + Protect your data

@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!!

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 +150networks, RTB Exchanges and large publishers.

App Installs Re-engagement

Thank you!