The document discusses re-engagement campaigns for mobile apps. It notes that most users do not continue using apps for very long after installing them. Re-engagement campaigns aim to get former users to engage with and use the app again through targeted notifications, emails, and ads. The document explains that effective re-engagement requires tracking user events and deep links to send customized messages to specific user segments. Re-engagement campaigns can help decrease user acquisition costs and increase user engagement and conversions.

1. diego@jampp.com
App Re-engagement
for Dummies
by Diego Meller

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

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

7. diego@jampp.com
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. diego@jampp.com

9. diego@jampp.com

10. diego@jampp.com
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. diego@jampp.com
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. diego@jampp.com
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. diego@jampp.com
So how does it work exactly?

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

15. diego@jampp.com
Track & Report Events

16. diego@jampp.com
Deep Links Enabled

17. diego@jampp.com
Creatives for Specific Segments

18. diego@jampp.com
Why do it now?
• Decrease your UA spend
• Increase conversions all around
• Chase abandoned shopping baskets
• Keep people engaged!

19. diego@jampp.com
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

20. diego@jampp.com
Q&A
@jampp