retargeting your installed base: from maus to daus' - florian lutz at app promotion summit...
DESCRIPTION
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.TRANSCRIPT
Mobile Retargeting for Apps: Increase Revenue and Win Back Dormant App Users
Acquire! Re-engage! Make it Relevant!
Berlin ○ New York ○ London
New users, new users, new users
What has happened so far
In-App Mobile Advertising Spend to Top $7bn by 2015 (Juniper Research)
Up from
$2.4bn in 2012
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Billions of App Downloads (US)
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70bn apps will be downloaded in 2013 (worldwide) 10 Apps for every person in the world
Source: Fiksu
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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.
use an app just once after downloading
open an app 10 times or less 69%
25%
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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!
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Why focus solely on new acquisition?
1/3 the cost of re-engaging a user
Source: Fiksu
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Cost of Acquiring Users Exceeds Revenue
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Why focus solely on new acquisition?
$2.73 CPI vs. $1.96 ARPU
Source: SuperData
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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
2% 1st visit
conversion
Re-engage 98% that leave your site/app
Drive repeat sales Increase lifetime value
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• Cost per Reopening
• Retention Rates
• Rebookings
• Average Basket Sizes
• Customer Lifetime Value
• Custom Metrics
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Useful Metrics in an Age of Mobile Retargeting 2014 will go beyond simple CPI metrics
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Mobile Tracking The Cookie-less Society – Welcome to the Power of Device IDs
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Audience Targeting
Practice 1-1 marketing and communicate with personalized messages
Market to the Individual – IDFA and Android Advertising ID are the key
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• Tailor special offers to specific
individuals • React in real time • Chase abandoned baskets
What if You Could...
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• Know the individual • Know their specific interests • Find them again anywhere • Drive them back to you
What if You Could...
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Retargeting with Trademob Lower Costs, Increased Conversion
• 62% lower cost per active user
compared to acquiring a new user
• 150% higher conversion rate compared to display
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Case Study 100%
61%
45%
11%
2%
100%
39% 34%
9%
0.8%
Total user base Engagement 1 Engagement 2 Engagement 3 Transaction Final Action Search Detailed search Add to favorite Total user base
Savings per action compared to new user acquisition campaigns -78% -77% -76% -62%
62% lower cost to generate a valuable lead
Conversion funnel for: • Re-Engagement • New Acquisition
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Case Study
1 User cohort and target group definition
Campaign execution with bespoke banner ads across the Trademob DSP Deep-link inside app 2 3
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The Trademob DSP is integrated with the world’s leading SSP partners
IDFA 7
IDFA 2
IDFA 7
IDFA 2
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1. Chase searchers and abandoned baskets Multiple deep-linking
Monday evening, 8 p.m. Tuesday morning, 9 a.m.
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2. Retarget your dormant users! Re-engage existing users instead of buying new users
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User forgets about app & doesn‘t
respond to push notifications
August, 2013 October, 2013
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3. Retarget your high-value users! Cross and upsell high-value customers
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Week 1, user plays Temple Run Week 2, user sees banner for Temple Run 2 coming out
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Personalized Offers Target Individual Users with Special Offers
• Personalize offers
• Provide them in real time to Individuals
• Provide Unique offers to distinct user segments
• Auto apply them to an individual app
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Acquire! Re-engage! Make it Relevant!
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Contact Us!
John Rankin Vice President of International Sales UK: +44 7776 333 888 US: +1 415 539 6794 [email protected]
Florian Lutz Head of Sales & Co-Founder Germany: +49 30 2021575 0 Mobile: +49 176 103 86 267 [email protected]