the best mobile retargeting strategies for the future - emea

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● Q&A at the end

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Housekeeping

The Best Mobile Retargeting Strategies for the Future


1. What is the best retargeting strategy?2. What is deeplinking?3. Which KPI’s are most important for app retargeting &

reengagement?4. Deezer Case Study5. Reattribution explained6. Adjust’s Audience Builder7. Runtastic Case Study8. Q&A

Table of Contents

130+Countries

31Global Offices

1.2BUsers reached

monthly

12,000+Advertisers

+$1BTransactions in 2016

17,000+Publishers

Global Reach and Scale

Apps deliver the most effective channel for mobile user engagement


Global Conversion Funnel by Channel

Products viewed per user

Add-to-basket

CompletionRate

Products viewed per user

Add-to-basket

CompletionRate

4.7x

2.5x

1.2x

Mobile browser App

Conversion rate3x

Without active engagement, you lose valuable users

100

60

20

10 20 30

0

0

Android

iOS

Number of days after app installation

% Activeapp users

Only 11% of app users remain active 7 days after install


Attract high value users who are likely to re-engage

Find users wherever they are

Deliver engaging offers, based on individual purchase intent

Ensure that the best performing creative is always displayed

Seamlessly bring users back to relevant content within your app


You need a strategy to re-engage users and bring them back to your app

What is the best retargeting strategy?



Find the right users, at the right time

App Advertising entices userwith real-time relevant ad

content and design

How it works

User clicks and is directly deep linked to a specific product they are likely to

browse and purchase

User downloads and opens your app, but rarely comes back to browse or purchase

2 31


What is deeplinking?


Deeplinking

The user opens another app and is targeted by a personalized ad from Criteo

The user clicks and is deeplinked back to the app to complete a purchaseDeep linking allows marketers

to bring consumers to specific content within the app.

Deferred deep linksDirect users to content even if the app isn’t installed at the time of click. The link will first redirect to the Apple or Google Play Store to download the, and then take the

user to the specific “deferred” content immediately after first launch.

SAMPLE BANNER AD


KPI’s for Retargeting & Reengagement


Retargeting & Reengagement KPI’s

CPO ROAS LTV

Cost Per Order

Return on Ad Spend

Lifetime Value

Retargeting KPI’s Reengagement KPI’s


“ “Criteo’s App Advertising solution helped us increase our subscriptions by almost 100% by targeting our freemium users that were most likely to convert. We were impressed with Criteo’s mobile inventory reach.”

Emilie LerouxAcquisition Manager, Deezer

+100%Increase in conversions vs.

desktop

+203%Increase in click-thru-rate

96%Increase in incremental

subscriptions

Case Study

The Mobile Measurement Company

22,000+Integrated

SDKs

#1

100+ Billion 1000+

150+employees

4 PetabytesMonthlyTraffic

iOS Attribution SDK*

IntegratedPartners

Data PointsTracked Monthly


The Mobile Measurement Company �X

Reengagement

The Mobile Measurement Company 17

Users who were reengaged once, staid active in the associated app 3x longer than users who were not reengaged.

x3x

Reengagement



User who returned to the app due to a retargeting campaign

18What is reattribution?


‣ Reattribution X:1 device

‣ Split the users

‣ Cohorts for reviewing performance


‣ Universal Linking

‣ Global deeplink

19How do I deeplink?


*use the same scheme when possible for iOS and Android

&deeplink=myapp://invite/coupon


Know churn rate by source

Measure in-app activity

before churn

20

‣ Re-engaged users higher KPIs

‣ Don’t lose out on someone

you’ve already paid for

‣ All about timing

Re-engaged Users

Short-term vs. Long-term


The Mobile Measurement Company 21Adjust Cohorts



The Mobile Measurement Company �X

Audience Builder


Build the audiences you need and begin targeting them immediately & effectively

54K Add to cart

APPS Shopping AppOS iOSCOUNTRIES USA, Canada, United States, …OS VERSION <7, >10PLATFORM iOS

23K Registered

APPS Shopping AppOS iOSCOUNTRIES USA, Canada, United States, …OS VERSION <7, >10PLATFORM iOS

The Audience Builder


The Mobile Measurement Company 24The Audience Builder



3x


Cross Promo Retargeting Push Lookalikes



9x

6x

14.35%

37.02%

+241%

RTP for male audience is almost 9x better

RTP for female audience is almost 6X better

decrease in CPP for male

decrease in CPP for female

Overall ROAS of the campaign improved

How did it


Questions?