This document discusses how to successfully launch retargeting campaigns for gaming apps. It recommends specifying the target audience based on in-game events and goals. Integrating additional player data from within games is important to power dynamic segmentation and creative optimization. Segmenting users based on their progress and allocating budget efficiently can improve campaign performance. Dynamic creatives that are personalized to each user's achievements can significantly increase engagement.

1. How to launch successful
retargeting campaigns for gaming
apps
Issei Tanaka

2. Who we are

3. Who we are
Dynalyst is a data-driven dynamic retargeting platform
developed specifically for mobile games.

4. Retargeting at a glance

5. Retargeting at a glance
1. Over 300 gaming apps worldwide

6. Retargeting at a glance
1. Over 300 gaming apps worldwide
2. 10-20% budget allocation to retargeting

7. Retargeting at a glance
1. Over 300 gaming apps worldwide
2. 10-20% budget allocation to retargeting
3. Over 500K – 1M USD/ Monthly spend

8. Retargeting at a glance
1. Over 300 gaming apps worldwide
2. 10-20% budget allocation to retargeting
3. Over 500K – 1M USD/ Monthly spend
Retargeting Ads Market
has grown rapidly in 2years!

9. Retargeting at a glance
1. Over 300 gaming apps worldwide
2. 10-20% budget allocation to retargeting
3. Over 500K – 1M USD/ Monthly spend
Retargeting Ads Market
has grown rapidly in 2years!
I am going to share successful ways to launch
retargeting campaigns for gaming apps.

10. Today’s Topics

11. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

12. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

13. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

14. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

15. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

16. Today’s Topics
1. Retargeting Ads overview
2. Specify target audience
3. Set up right KPI/KGI
4. Data integration is the key
5. Dynamic segmentation
6. Dynamic Creative

17. 1.Retargeting Ads overview

18. 1.Retargeting Ads overview
＜Game APP＞

19. 1.Retargeting Ads overview
＜Game APP＞ ＜Ads on SSPs＞

20. 1.Retargeting Ads overview
User’s Play Log
including
their status
Ad Distribution
Segment Users
APP Launch
using
URL Scheme or
Deep link
＜Game APP＞ ＜Ads on SSPs＞

21. What you can do

22. What you can do
• Motivate, educate your users from
different angles which users have not
realized by themselves

23. What you can do
• Motivate, educate your users from
different angles which users have not
realized by themselves
• Notify missions, game events, updates

24. What you can do
• Motivate, educate your users from
different angles which users have not
realized by themselves
• Notify missions, game events, updates
• Provide special offers

25. What you can do
• Motivate, educate your users from
different angles which users have not
realized by themselves
• Notify missions, game events, updates
• Provide special offers
• Increase DAU, ROI

26. What you can do
• Motivate, educate users of your games
from different angles users have not
realized by themselves
• Notify missions, game events, updates
• Provide special offers
• Increase DAU, ROI
Provide great user experience outside
the gaming apps
to make users motivated, realized and
play more !!

27. 2.Specify target audience

28. 2.Specify target audience
• Who you should target to make your game
even more successful

29. 2.Specify target audience
• Who you should target to make your game
even more successful
• What current your marketing or game
business challenges are

30. 2.Specify target audience
Ex: Maximize First Purchase in 24hrs since First App Launch

31. 2.Specify target audience
First
Purchase
Ex: Maximize First Purchase in 24hrs since First App Launch
First App
Launch

32. 2.Specify target audience
First
Purchase
3%
Ex: Maximize First Purchase in 24hrs since First App Launch
Organic First Purchase
Rate from First App
Launch
First App
Launch

33. 2.Specify target audience
First
Purchase
3%
Ex: Maximize First Purchase in 24hrs since First App Launch
Organic First Purchase
Rate from First App
Launch
Pick up in-game events correlated to First Purchase
First App
Launch

34. 2.Specify target audience
Level 10
First
Purchase
Use Items
Pick up in-game events correlated to First Purchase
Ex: Maximize First Purchase in 24hrs since First App Launch
First App
Launch
Play
Beginners’
Quest

35. 2.Specify target audience
First App
Launch
Level 10
First
Purchase
50%
40% 20%
10%
3%
Make sure user flow of each game events.
Ex: Maximize First Purchase in 24hrs since First App Launch
Play
Beginners’
Quest
Use Items

36. 2.Specify target audience
First App
Launch
Use Items
Level 10
First
Purchase
50%
40% 20%
10%
3%
Focus making users to complete the quest & reach Level 10.
Ex: Maximize First Purchase in 24hrs since First App Launch
Play
Beginners’
Quest

37. 3.Set up right KPI/KGI

38. 3.Set up right KPI/KGI
KGI : Key Goal Indicator
KPI : Key Performance Indicator

39. 3.Set up right KPI/KGI
First App
Launch
Level 10
First
Purchase
Use Items
Play
Beginners’
Quest
Ex: Maximize First Purchase in 24hrs since First App Launch

40. 3.Set up right KPI/KGI
First App
Launch
Level 10
First
Purchase
KGI
Ex: Maximize First Purchase in 24hrs since First App Launch
Play
Beginners’
Quest
Use Items

41. 3.Set up right KPI/KGI
First App
Launch
Level 10
First
Purchase
KGIKPI
Ex: Maximize First Purchase in 24hrs since First App Launch
Play
Beginners’
Quest
Use Items

42. 4.Data integration is the key

43. 4.Data integration is the key
Two options;

44. 4.Data integration is the key
Two options;
1.Tracking Partner Post-Back Data Sharing
2.Tracking Partner SDK + S2S Integration

45. Tracking Partner Post-Back Data Sharing
Game play

46. Tracking Partner Post-Back Data Sharing
Data Sharing
App Launch
Purchase
Game play
Default Events

47. Tracking Partner Post-Back Data Sharing
Data Sharing
App Launch
Purchase
Game play
Default Events
Quest Enter
Item usage
Level Achieved
Custom Events

48. Tracking Partner Post-Back Data Sharing
Data Sharing
App Launch
Purchase
Game play
Default Events
Tracking SDK can collect additional in-game data as “extension”.
Quest Enter
Item usage
Level Achieved
Custom Events

49. Tracking Partner Post-Back Data Sharing
Dynamic
User Segmentation
Dynamic
Creative Generation
Data Sharing
App Launch
Purchase
Retargeting
Server
Game play
Default Events
Tracking SDK can collect additional in-game data as “extension”.
Quest Enter
Item usage
Level Achieved
Custom Events

50. Tracking Partner SDK + S2S Integration
Data Sharing
App Launch
Purchase
Game play

51. Tracking Partner SDK + S2S Integration
Data Sharing
App Launch
Purchase
Game play
Game
Server

52. Tracking Partner SDK + S2S Integration
Data Sharing
App Launch
Purchase
Quest Enter
Item usage
Level Achieved
Game play
Game
Server

53. Tracking Partner SDK + S2S Integration
Data Sharing
App Launch
Purchase
Quest Enter
Item usage
Level Achieved
Game play
Server-to-Server integration can also send additional in-game data
to your DSP partners.
Game
Server

54. Tracking Partner SDK + S2S Integration
Data Sharing
App Launch
Purchase
Quest Enter
Item usage
Level Achieved
Retargeting
Server
Game play
Server-to-Server integration can also send additional in-game data
to your DSP partners.
Game
Server
Dynamic
User Segmentation
Dynamic
Creative Generation

55. Why additional data integration is important ?

56. Gaming vs. Non-Gaming
(Data Integration)

57. Gaming vs. Non-Gaming
(Data Integration)
Gaming apps provide limited data compared with Non-Gaming Apps.
Gaming Apps
App Launch
Purchase

58. Gaming vs. Non-Gaming
(Data Integration)
Gaming apps provide limited data compared with Non-Gaming Apps.
Non Gaming Apps
App Launch
Purchase
Shopping cart
Product ID Product price
Product inventory Site Map
Purchased Product
… and more.
Gaming Apps
App Launch
Purchase

59. Gaming vs. Non-Gaming
(Data Integration)
Gaming apps provide limited data compared with Non-Gaming Apps.
Non Gaming Apps
App Launch
Purchase
Shopping cart
Product ID Product price
Product inventory Site Map
Purchased Product
… and more.
Gaming Apps
App Launch
Purchase Why different?

60. Gaming vs. Non-Gaming
(Data Integration)
Gaming apps provide limited data compared with Non-Gaming Apps.
Non Gaming Apps
App Launch
Purchase
Shopping cart
Product ID Product price
Product inventory Site Map
Purchased Product
… and more.
Gaming Apps
App Launch
Purchase Why different?
- Data from product feeds
- Feed optimization technologies
- Benefit from browser based experience

61. Gaming vs. Non-Gaming
(Data Integration)
Gaming apps provide limited data compared with Non-Gaming Apps.
Non Gaming Apps
App Launch
Purchase
Shopping cart
Product ID Product price
Product inventory Site Map
Purchased Product
… and more.
Gaming Apps
App Launch
Purchase
Quest Enter
Item usage
Level Achieved
… and more.
Additional data is important !!

62. 4.Data integration is the key
Gaming Apps
Still game retargeting requires more data to
drive user friendly and efficient campaign results.
App Launch
Purchase
Quest Enter
Item usage
Level Achieved
Non Gaming Apps
App Launch
Purchase
Shopping cart
Product ID Product price
Product inventory Site Map
Purchased Product
… and more. … and more.
Benefit of sharing in-game data provides
great user experience and better retargeting
campaign performance;
• Provide information they do not know
• Motivate to achieve target goals (missions)
• Display appropriate messages

63. 5.Dynamic segmentation

64. • Remove organically returning users
5.Dynamic segmentation

65. • Remove organically returning users
• Deliver information users need “now”
5.Dynamic segmentation

66. • Remove organically returning users
• Deliver information users need “now”
• Saving budget and allocate it to right users
5.Dynamic segmentation

67. • Remove organically returning users
5.Dynamic segmentation

68. • Remove organically returning users
5.Dynamic segmentation
Integration: File upload
Frequency: once a day
Segment: Laps over 4days
KPI: DAU

69. • Remove organically returning users
5.Dynamic segmentation
Integration: File upload
Frequency: once a day
Segment: Laps over 4days
KPI: DAU
28% returns organically.

70. • Deliver information users need “now”
5.Dynamic segmentation

71. • Deliver information users need “now”
– Negative user experience sample
5.Dynamic segmentation

72. • Deliver information users need “now”
– Negative user experience sample
• Banner shows “Reward is available”,
but no reward in gaming apps
5.Dynamic segmentation

73. • Deliver information users need “now”
– Negative user experience sample
• Banner shows “Reward is available”,
but no reward in gaming apps
• Banner shows “New messages are available”,
but no new messages in gaming apps
5.Dynamic segmentation

74. • Deliver information users need “now”
– Negative user experience sample
• Banner shows “Reward is available”,
but no reward in gaming apps
• Banner shows “New messages are available”,
but no new messages in gaming apps
• Banner shows “New mission is available”,
but a user has already cleared the mission
5.Dynamic segmentation

75. • Saving budget and allocate it to right users
5.Dynamic segmentation

76. • Saving budget and allocate it to right users
5.Dynamic segmentation
Level 10
First
Purchase
Use Items
First App
Launch
Play
Beginners’
Quest

77. • Saving budget and allocate it to right users
5.Dynamic segmentation
Level 10
First
Purchase
Use Items
First App
Launch
Play
Beginners’
Quest
Find out who will likely to reach LV10
using in-game event data

78. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use Items
1 2 3 4 5

79. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5

80. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5
Which segments are
more likely to reach LV 10?

81. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5

82. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5
Who needs tips, support ?

83. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5
Who needs tips, support ?
Efficiency is important

84. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5

85. • Saving budget and allocate it to right users
5.Dynamic segmentation
Use ItemsPlayBeginners’Quest
1 2 3 4 5
1
2
3
4
5
Allocate budget in real time
according to users status change

86. 6.Dynamic Creative

87. 6.Dynamic Creative
Dynamic Achievement Ads

88. Dynamic Achievement Ads
- Personalized
- Appropriate mission
- Real time
6.Dynamic Creative

89. Dynamic Achievement Ads
① Mission to a user
6.Dynamic Creative
①

90. Dynamic Achievement Ads
① Mission to a user
② Mission progress of a user
6.Dynamic Creative
①
②

91. Dynamic Achievement Ads
① Mission to a user
② Mission progress of a user
③ Image of the mission
6.Dynamic Creative
③
②
①

92. Dynamic Achievement Ads
① Mission to a user
② Mission progress of a user
③ Image of the mission
④ Rewards
6.Dynamic Creative
③
④ ②
①

93. Dynamic Achievement Ads
① Mission to a user
② Mission progress of a user
③ Image of the mission
④ Rewards
⑤ Short text
6.Dynamic Creative
⑤
④
③
②
①

94. Dynamic Achievement Ads
① Mission to a user
② Mission progress of a user
③ Image of the mission
④ Rewards
⑤ Short text
⑥ Long text
6.Dynamic Creative
⑥
⑤
④
③
②
①

95. Dynamic Achievement Ads
CTR increase: 200%
App open Rate increase: 150%
6.Dynamic Creative

96. Thank you!
tanaka_issei@cyberagent.co.jp