Mobile Beach Conference @ 2016

Mobile App RetargetingBest Practices, Cases &Challenges

Kirill SofronovHustler & Problem solver

About Me2010 2012 2014

REMERGE2014 2015 2016

25 employees

88 clients

4m USD raised

DE & US HQs

#1 App Retargeting

150+ clients

Profitability

Global presence

Active Users

Dormant Users(Wasted Budget)

App RetargetingTraditional User Acquisition

The Problem

Global app retention rate decreased 5% in 2015.

27% of games are only played once.

58% of users churn within the first 30 days.

If a user doesn’t return after 7 days, there is a 60% chancethey never will.

The App Landscape’s Changing “User acquisition hits all-time high”–VentureBeat

Source: Mobile Benchmarks Q3 2015 Adjust Report

Day 7 retentionAvgAndroid 14.38%iOS 11.49%

UnderstandYour Users

Get analytics inplace

Understanduser flow &

behavior

Look at where& why your

users aredropping

LeveragePersonalizedMarketingPrograms

PushNotifications

DisplayAdvertising

Social

EmailMarketing

The Challenge #1:Setting Up TechInfrastructure

The Challenge #2:User Base

Segment &Target UsersDynamically

We miss you! Tips to complete the tutorial

New UserAfter 1 hour

New UserDidn’t complete tutorial

+115% 84%Performance uplift(with dynamic audienceSegmentation)

of Remerge customersRun a dynamic setup

ImplementDeep Links

+130% 82%Performance uplift of Remerge customers

Run a deep links

Deep link sends user to most relevant part of the app

Another App Your App

Choose anApp RetargetingProvider

MatchingExpectations:Is it Doable inAll Verticals

Constant Optimization & Improvement

Retargeting Users atEvery Stage of theConversion Funnel

New Users

Churn Point

Loyal Users

Native Ads

+60% 9%Performance upliftcompared to regular ads

of Remerge impressionsare native ads

App logo & title

Engaging image

Description of app or offer

Relevant call to action

Native Ad

Dynamic Ads (CBS Interactive)Dynamic background image

Relevant CTA

User’s favorite TV show

Title based on user’s intent

Case (Food Delivery)

NativeThe Goals

The Results

Serve ads at scale toRetarget a significantPortion of the user base

Push users further down the conversion funnel to increase orders

Regular

+240% ROAS +5% Sales Uplift5M+ App Install

base15,000+ Partner

RestaurantsPresence in 10

Countries

Case (mCommerce)

The Goals

The Results

Engage upper funnel Users and convert themto make a 1st purchase

Drive purchases among mid to end funnel usersand convert them into frequent buyers

+425% ROAS

2M+ MonthlyActive Users

1,000+ Brands Presence inRussia

+5.4% AdditionalSales

Case (Core Game + Native ads)

The Goals

The Results

Drive additionalpurchases

Boost engagementamong users

+196% ROAS +5% Sales Uplift

Key Takeaways

Start testing and rip the first benefits

Leverage actionable data (identify areas of improvement& successes to replicate)

Enhance your users’ experience through adding value

When it comes to tech, keep persisting (big wins = additional resources) Constantly test, refine & reiterate

Thank you!kirill@remerge.io

@Kirill_Sofronov