More than 80% of marketers have utilised retargeting to re-engage existing users, and encourage them to complete their purchase or revisit their site. However, most retargeting is implemented on desktop, and only 56% of marketers have used retargeting to reach mobile consumers.
According to an Adroll survey of 250 marketers across various industries, approximately 44% of marketers are still not doing mobile retargeting despite its effectiveness. However, it is anticipated that more marketers will soon hop on the bandwagon of mobile retargeting, especially with the emergence of new technologies.
Here are our tips for brands who want to implement mobile retargeting, and ways to take retargeting to the next level.
Use Deep Links
Deep links work the same way a website URL works. When mobile users click on a mobile ad, it takes them to the relevant landing page. Deep links are essential and extremely effective for mobile retargeting, as it shows exactly what mobile users are clicking on and interested in, such as discounts or product information.
However, it is important to ensure that the deep link is functioning as the chances of user conversion decreases if customers are not seeing what they expect to see. Always double check that the deep link leads to the correct landing page, and that the landing page buttons are functioning as well. Offering a smooth user experience increases the chances of conversion as the user is kept happy and satisfied.
Although being visible is paramount to the success of your mobile retargeting campaigns, too much of it can annoy your targeted users, leading them to ignore your mobile ads, or form negative feelings towards your brand.
By placing a frequency cap, it will limit the number of times your mobile ad is displayed and prevents mobile users from experiencing banner fatigue. The number for frequency cap is subjective and varies across brands and products, so start small from 2 to 3 times per day, and find the right balance from there. There is a fine line between raising awareness about your brand and annoying mobile users.
Use the Right Mobile Ad Format
Direct-response ads are best for retargeting mobile users, as it aims to achieve immediate action from mobile users. Hence, the ad needs to have a strong call to action, a compelling message and a captivating image.
The retargeting mobile ad should be in HTML5, as it offers flash-like capabilities that works well on mobile. Do not be one of the 5.35 billion rich media mobile ads that were left out in Q1 of 2015, as they were not in HTML5 format.
Remember to test every aspect of the retargeting mobile ad to find out what works best for your user.
Retargeted mobile ads are pretty much good for nothing if attribution is not done right. Attribution defines a desired event, such as how many people clicked through, the amount of time spent on the ad and the desired action taken.
Retargeting attribution, however, is divided between re-attribution and re-engagement, as some mobile users were targeted from previous engagement with the mobile ad. Re-attribution refers to users who have downloaded the app a second time after interacting with a retargeting campaign (with the assumption that the device IDs remain the same), while re-engagement represents users who have already installed the app and was engaged with a retargeting campaign.
Additionally, measurement of key in-app actions that followed a re-attribution or re-engagement has to be done, such as the purchase of a product or returning to a game. In this way, you will be able to determine the immediate and lifetime value of a retargeting campaign, and from there, compare the different retargeting networks, campaigns, creatives and optimise accordingly.
Run ads on networks capable of receiving rich in-app events
Go beyond segmented retargeting (users who added a product to their shopping cart but did not purchase). Use personalised targeting (users who viewed that particular brand of apparel) to make the most of your retargeting efforts. Always remember that when retargeting, the higher the relevancy, the greater the engagement. You should always run your mobile ads on networks that have targeting capabilities, where they can receive rich in-app event data in real-time.
For example, networks are informed in real time that a mobile user has viewed a particular dress in the online store, but has then left. They are then able to show the user a mobile ad of that particular dress, as they have captured the device ID of the mobile user. This would help to reinforce the purchase intent of the mobile user, and increase conversion.
Use a bidder that is adaptable to mobile
Besides using standard user data in bidding decision, you can also leverage on multiple layers of data to optimise your campaigns. These include mobile OS, specific day or time, carrier, type of devices, location and more.
In today’s world where consumers are constantly engaged and always distracted, marketers have to understand that proper communication with existing mobile users are as important as engaging new ones. Retargeting maximises the value of a current user base, and there is no better time than now to get on the retargeting bandwagon.
YOOSE is the market leader in location based advertising solutions in Asia-Pacific and Europe. An early pioneer in location-based technology, YOOSE has been delivering powerful mobile campaigns for global brands since 2008. YOOSE understands how location-based technology is changing the way mobile consumers behave and interact with brands; it employs its deep expertise, wide experience and passion to help brands capture the opportunities that the rapidly evolving area of location based advertising can bring.
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