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.
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 Slots game app, you can tier your audience segments based on spend and activity level We'll work with you to create an ad strategy that is optimized for high engagement.
The app publisher needed a retargeting partner to reach users who have stopped engaging with their Slots game app. Additional requirements included: support for multiple ad formats, global market scale, various devices for ad display, and creative personalization.
Decrease in Cost-Per-Reactivation
Increase in Return on Investment
Increase in Click Through Rate
There are several creative strategies that could be used to re-engage lapsed users. In this campaign for a slots game, multiple ad formats were utilized to promote the mobile game. With the use of various approaches, it surpassed the ROI goal by 371%.
Being a reactivation campaign, the message was tailored in such a way that it makes the user feel needed - prompting them to engage with the ad. Results showed that interstitial ads performed best in terms of cost per install (CPI) which is twice as much lower than other ad formats and a return on investment (ROI) of 188%. Video ads performed well in terms of click through rate (CTR) with 27.08% and install rate (IR) of 1.13%.
Benefits of Engaging Lapsed Users
Gain more high
lifetime value users