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Mobile Retargeting for Apps:
Increase Revenue and Win
Back Dormant App Users

Acquire! Re-engage! Make it Relevant!
What has happened so far
New users, new users, new users

1

2

Up from

In-App Mobile
Advertising
Spend to Top
$7bn by 2015

$2.4bn
in 2012

(Juniper Research)

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Confidential- for personal use only | 2
Billions of App Downloads (US)

Source: Fiksu

10 Apps for every person in the world

70bn apps will be downloaded in 2013 (worldwide)

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User Retention Rates

90% of users leave
immediately after
downloading, with
nothing bought on
first visit

Source: Flurry
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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

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5
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

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Costs more to acquire than retain!
Why focus solely on new acquisition?

Source: Fiksu

1/3 the cost of re-engaging a user
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Cost of Acquiring Users Exceeds Revenue
Why focus solely on new acquisition?

Source: SuperData

$2.73 CPI vs. $1.96 ARPU

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CPI is so 2013!

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Introducing an App‘s Lifecycle Marketing
Approach

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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

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Useful Metrics in an Age of Mobile Retargeting
2014 will go beyond simple CPI metrics

• 

Cost per Reopening

• 

Retention Rates

• 

Rebookings

• 

Average Basket Sizes

• 

Customer Lifetime Value

• 

Custom Metrics

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Mobile Tracking
The Cookie-less Society – Welcome to the Power of Device IDs

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Audience Targeting
Market to the Individual – IDFA and Android Advertising ID are the key

Practice 1-1 marketing and communicate with personalized messages
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What if You Could...

• 
• 
• 

Tailor special offers to specific
individuals
React in real time
Chase abandoned baskets

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What if You Could...

Know the individual
Know their specific interests
Find them again anywhere
Drive them back to you

• 
• 
• 
• 

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Retargeting with Trademob
Lower Costs, Increased Conversion

• 

• 

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New York

62% lower cost per active user
compared to acquiring a new
user
150% higher conversion rate
compared to display

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Confidential- for personal use only | 17
Case Study
100% 100%

Conversion funnel
for:
•  Re-Engagement
•  New Acquisition

62% lower
cost to
generate a
valuable
lead

61%
45%
39%

34%

11%

9%
2% 0.8%

Total user base
Total user base

Savings per action compared to new
user acquisition campaigns

Engagement 1
Search

Engagement 2
Detailed search

-78%
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-77%
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Engagement 3
Add to favorite

-76%

Transaction
Final Action

-62%
Confidential- for personal use only | 18
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

IDFA 7
IDFA 7
IDFA 2
IDFA 2

The Trademob DSP is integrated with the world’s leading SSP partners

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1. Chase searchers and abandoned baskets
Multiple deep-linking

Tuesday morning, 9 a.m.

Monday evening, 8 p.m.

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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

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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

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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
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Confidential- for personal use only | 23
Acquire! Re-engage! Make it Relevant!

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Contact Us!
Florian Lutz

John Rankin

Head of Sales & Co-Founder

Vice President of International Sales

Germany: +49 30 2021575 0

UK: +44 7776 333 888

Mobile: +49 176 103 86 267

US: +1 415 539 6794

florian.lutz@trademob.com

john.rankin@trademob.com

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'Retargeting your installed base: from maus to daus' - Florian Lutz at App Promotion Summit Berlin

  • 1. Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users Acquire! Re-engage! Make it Relevant!
  • 2. What has happened so far New users, new users, new users 1 2 Up from In-App Mobile Advertising Spend to Top $7bn by 2015 $2.4bn in 2012 (Juniper Research) Berlin ○ New York ○ London Confidential- for personal use only | 2
  • 3. Billions of App Downloads (US) Source: Fiksu 10 Apps for every person in the world 70bn apps will be downloaded in 2013 (worldwide) Berlin ○ New York ○ London Confidential- for personal use only | 3
  • 4. User Retention Rates 90% of users leave immediately after downloading, with nothing bought on first visit Source: Flurry Berlin ○ New York ○ London Confidential- for personal use only | 4
  • 5. 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 Confidential- for personal use only | 5
  • 6. 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 Confidential- for personal use only | 6
  • 7. Costs more to acquire than retain! Why focus solely on new acquisition? Source: Fiksu 1/3 the cost of re-engaging a user Berlin ○ New York ○ London Confidential- for personal use only | 7
  • 8. Cost of Acquiring Users Exceeds Revenue Why focus solely on new acquisition? Source: SuperData $2.73 CPI vs. $1.96 ARPU Berlin ○ New York ○ London Confidential- for personal use only | 8
  • 9. CPI is so 2013! Berlin ○ New York ○ London Confidential- for personal use only | 9
  • 10. Introducing an App‘s Lifecycle Marketing Approach Berlin ○ New York ○ London Confidential- for personal use only | 10
  • 11. 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 Confidential- for personal use only | 11
  • 12. Useful Metrics in an Age of Mobile Retargeting 2014 will go beyond simple CPI metrics •  Cost per Reopening •  Retention Rates •  Rebookings •  Average Basket Sizes •  Customer Lifetime Value •  Custom Metrics Berlin ○ New York ○ London Confidential- for personal use only | 12
  • 13. Mobile Tracking The Cookie-less Society – Welcome to the Power of Device IDs Berlin ○ New York ○ London Confidential- for personal use only | 13
  • 14. Audience Targeting Market to the Individual – IDFA and Android Advertising ID are the key Practice 1-1 marketing and communicate with personalized messages Berlin ○ New York ○ London Confidential- for personal use only | 14
  • 15. What if You Could... •  •  •  Tailor special offers to specific individuals React in real time Chase abandoned baskets Berlin ○ New York ○ London Confidential- for personal use only | 15
  • 16. What if You Could... Know the individual Know their specific interests Find them again anywhere Drive them back to you •  •  •  •  Berlin ○ New York ○ London Confidential- for personal use only | 16
  • 17. Retargeting with Trademob Lower Costs, Increased Conversion •  •  Berlin ○ New York 62% lower cost per active user compared to acquiring a new user 150% higher conversion rate compared to display ○ London Confidential- for personal use only | 17
  • 18. Case Study 100% 100% Conversion funnel for: •  Re-Engagement •  New Acquisition 62% lower cost to generate a valuable lead 61% 45% 39% 34% 11% 9% 2% 0.8% 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% Transaction Final Action -62% Confidential- for personal use only | 18
  • 19. 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 IDFA 7 IDFA 7 IDFA 2 IDFA 2 The Trademob DSP is integrated with the world’s leading SSP partners Berlin ○ New York ○ London Confidential- for personal use only | 19
  • 20. 1. Chase searchers and abandoned baskets Multiple deep-linking Tuesday morning, 9 a.m. Monday evening, 8 p.m. Berlin ○ New York ○ London Confidential- for personal use only | 20
  • 21. 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 Confidential- for personal use only | 21
  • 22. 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 Confidential- for personal use only | 22
  • 23. 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 Confidential- for personal use only | 23
  • 24. Acquire! Re-engage! Make it Relevant! Berlin ○ New York ○ London Confidential- for personal use only | 24
  • 25. Contact Us! Florian Lutz John Rankin Head of Sales & Co-Founder Vice President of International Sales Germany: +49 30 2021575 0 UK: +44 7776 333 888 Mobile: +49 176 103 86 267 US: +1 415 539 6794 florian.lutz@trademob.com john.rankin@trademob.com Berlin ○ New York ○ London