diego meller-jampp

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App Re-engagement for Dummies

by Diego Meller

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So you have acquired some users

• User acquisition on mobile is hard • Getting organic traction is even harder

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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…

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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!

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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.

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What are re-engagement campaigns?

15 years ago on the web Banners would take you always to home page

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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.

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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!

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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!

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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

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So how does it work exactly?

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Re-engagement checklist

• Track & Report Events • Deep-Links Enabled • Creatives for specific segments • NDA + Protect your data

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Track & Report Events

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Deep Links Enabled

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Creatives for Specific Segments

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Why do it now?

• Decrease your UA spend • Increase conversions all around • Chase abandoned shopping baskets • Keep people engaged!

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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 +150networks, RTB Exchanges and large publishers.

App Installs Re-engagement

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