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You all know acquisition isn’t enough.
Good. Let’s move on.
Here’s something that you might not know instead...
You should be thinking like a service provider.
Churn is a service provider’s biggest enemy.
Day 1 retention
Day 30 retention
Source: Appsflyer
With 97% churn after 30 days as standard, it’s your biggest enemy too.
3%
100%
Most just accept this.
Fight it!
How? Promote longer term user engagement.
Level 65 of Candy Crush is a perfect example.
“Forget the short-term. Only long-term value matters.”
Vince DarleyChief Scientist, King.com
ARPU CLV
The best indicators of long-termvalue are:
Encouraging longer term engagement
Own your own campaign
1
Choose a tracking partner yourself to maintain control of your campaigns!
Q. What should you track?A. As much as possible!
Completedtutorial
SharedSearchedin-app content
Browsedproduct
Watchedepisode
Make sure to share these post-install events with your ad partners!
Ensure your deeplinks are fighting fit
2
Properly setup deeplinks are critical to re-engagement.
DeeplinkingUser has app installed. Relevant screen opens
Real-time, deferred deeplinking
If not…
Relevant screen opens on first launch
1
2
a
b
Without deep links, your users are 10x less likely to convert.
Source: myThings
Customise your campaign funnel
3
Homepage
Category page
Product page
Basket abandoner
Don’t rely on the default sales funnel. Build one that’s right for your app.
Prospect
Registered (B2B/B2C)
Shopper (B2B/B2C)
Risk of Lapsing
Ceased
Registered
Subscriber
Binge watcher
Sharer
Prospect
App installer
Visitor (discovery)
Researcher
Occasional traveller
Regular traveller
App installer
Prospect
App installer
Every advertiser will have different requirements...
Prospects Dormant
App installer
Day 1 Day 7 Day 30
Registered user
Subscriber
Engaged Viewer
Desktop (Day 1) App (Day 8)
Occasional Viewer
Desktop (Day 1) App (Day 8)
Registered
Subscriber
Binge watcher
Sharer
App installer
Prospect
…even those in the same vertical.
The benefits of a custom funnel:
Improved understanding
of users
Greater efficiency of bidding engines
Advanced ROI insights
Subscriber
Dormant
Prospect
Registered
Unregistered
Incremental ROI per funnel stage
£16.50
£12.95
£11.55
£7.97
£8.00
Insights into the best-performing ROI streams.
Now, reallocate budgets accordingly to maximise your overall ROI.
Case study: Deemedya
Goal:Reactivating dormant players
Result:2x engagement uplift
Choose the right creative formats
4
Native ads are transforming the industry through higher engagement.
Banner ads
+34% Native ads
+52%
Percentage lift in purchase intent:
Source: Sharethrough
Find the right channels and frequency
5
Don’t go overboard trying to force engagement.
Push Email Retargeting
Different channels complement one another if you find the right mix.
Notifications
In-app messaging
SMSEmail
App trackers
Retargeting
MEPs
Integrate with a Mobile Engagement Platform (MEP) to optimise this mix.
1
2
Think like a service provider:Churn is the enemy
Re-engagement checklist:• Tracking partner & post-install events• Deep links• Customised funnels• Creative formats• Channel balance
Summary
@mythingsmediamythings.com
Performance Programmatic.Made for You.
Bespoke web & app retargeting
