This document discusses re-engagement campaigns for mobile apps. It notes that most apps see high dropout rates, with only 22% of downloaded apps opened once and 5% continuing use after 6 months. Re-engagement campaigns aim to reconnect with inactive users through targeted push notifications, emails, and mobile ads. Unlike web ads, mobile ads typically lack user data for customization. The document then outlines how re-engagement suppliers can implement segmented, deep-linked mobile ads using unique user identifiers from app events and real-time bidding exchanges. It stresses the importance of early re-engagement efforts to reduce user acquisition costs and increase user engagement and conversions over time.

1. App Re-engagement
for Dummies
by Diego Meller

2. @jampp / @diemel
So you have acquired some users
• User acquisition on mobile is hard
• Getting organic traction is even harder

3. @jampp / @diemel
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…

4. @jampp / @diemel
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!

5. @jampp / @diemel
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.

6. @jampp / @diemel
What are re-engagement campaigns?
15 years ago on the web
Banners would take you always to home page

7. @jampp / @diemel
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.

8. @jampp / @diemel

9. @jampp / @diemel

10. @jampp / @diemel
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!

11. @jampp / @diemel
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!

12. @jampp / @diemel
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

13. @jampp / @diemel
So how does it work exactly?

14. @jampp / @diemel
Users who
installed app x
RTB Mobile
Exchanges
Segment with
specific event
from app x
Unique identifier A Unique identifier A
Ad Auctions with
unique identifiers
ADS
Custom ad
for segment
Deep Link Specific
section in app

15. @jampp / @diemel

16. @jampp / @diemel
Re-engagement checklist
• Track & Report Events
• Deep-Links Enabled
• Creatives for specific segments
• NDA + Protect your data

17. @jampp / @diemel
Why do it now?
• The earlier the better
• Decrease your UA spend
• Increase conversions all around
• Keep people engaged!
I’m so
amazed with re-
engagement I
stopped drinking
my coffee!!

18. 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 +150
networks, RTB Exchanges and large publishers.
App Installs Re-engagement

19. Thank you!