How to re-engage and retain users for your awesome mobile app. Learn more about how retargeting works and why it's important.

1. App Re-engagement
for Dummies
by Diego Meller

2. @jampp / @diemel
So you have acquired some users
• User acquisition on mobile is hard
• Getting organic traction is even harder

3. @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…

4. @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!

5. @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.

6. @jampp / @diemel
What are re-engagement campaigns?
15 years ago on the web
Banners would take you always to home page

7. @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.

8. @jampp / @diemel

9. @jampp / @diemel

10. @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!

11. @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!

12. @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

13. @jampp / @diemel
So how does it work exactly?

14. @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

15. @jampp / @diemel

16. @jampp / @diemel
Re-engagement checklist
• Track & Report Events
• Deep-Links Enabled
• Creatives for specific segments
• NDA + Protect your data

17. @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!!

18. 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 +150
networks, RTB Exchanges and large publishers.
App Installs Re-engagement

19. Thank you!