'Retargeting your installed base: from maus to daus' - Florian Lutz at App Promotion Summit Berlin
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Trademob is one of the biggest mobile app marketing companies in Europe. They optimize mobile media advertising across 230 mobile ad networks, RTB exchanges and media partners. At App Promotion Summit Berlin, Trademob's co-founder and head of sales Florian Lutz presents their techniques in keeping users coming back, measuring engagement and increasing frequency.
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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