re engagement for dummies - app promotion summit - july 2014
TRANSCRIPT
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
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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.
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Thank you!