Re-Engage With Lapsed Home Design App Users!

Reactivation Campaign

Reactivating your mobile user base is a key strategy to maintaining the longevity of your app. Using mobile programmatic media, you can target previous users of your app to do a specific action or become active app users again. Whether these users haven’t opened their app in a given period or have uninstalled the app, the goal is to re-engage these previously active users.

Segmentation Strategy

Audience segments are one of the most important pillars in retargeting campaigns. User segments based on historical behavior, such as spend and days lapsed, are used to inform ad messaging to retarget users. The creative ads are tailored to targeted segments. Each intersection list is a Targeting Group with a corresponding Creative Group.

In a Home Design app, you can target your lapsed users based on their spend level and last open. We'll work with you to create an ad strategy that is optimized for high engagement.



The Challenge

The app publisher needed a retargeting partner to reach users who have stopped engaging with their Home Design game app. Additional requirements included: support for multiple ad formats, various devices for ad display, and creative personalization. 

 

Performance Results

17%

Decrease in Cost-Per-Reactivation 
(eCPR)

30%

Increase in Return on Investment
(ROI)

18%

Increase in Click Through Rate
(CTR)


Creative Iterations

rt-display-cropped
Display Ad


Video Ad

Key Takeaways

Getting back the loyalty of lapsed users can sometimes be a challenge. Though, with the right reactivation campaign, you’ll be able to gain high lifetime value (LTV) users that will engage with your home design game app more so than before. 

A retargeting campaign we’ve done for a home design app resulted in a 56x greater ROI than its goal. The best performing ad creative was a display ad that presented a way for the user to win more features in the app. It resulted in a higher CR (9.52%), a 1.7x lower CPI, and a 1.5x better ROI. If you want to find out more creative practices for a retargeting campaign, check this article out.

Benefits of Engaging Lapsed Users

Group 13

Drive more
engagement

Retention Icon

Boost retention

value users icon

Gain more high
lifetime value users


Did You Know?

$27
Average revenue per paying user of the top simulation games in 2018

16%
Percentage of monthly users who play a simulation game per day during 2018

28M
Total simulation game downloads during August 2019

Group 248

 

About Aarki

Aarki helps companies grow and re-engage their mobile users, using machine learning (AI), big data, and engaging creative. We strive to deliver performance at scale across different marketing objectives to meet the target return on investment.

Stronger-ROI (1)

Our data offer deep insights into user intent and usage habits. To drive performance, we activate our data assets through proprietary machine learning algorithms and engage users in real time with personalized creative.

ROI-Lift-1

For more information, please visit www.aarki.com or follow us on Twitter: @aarkimobile.

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