App retargeting is an effective marketing strategy that can increase click-through rates (CTR) by 48%, according to a new guide book by app marketing company AppLift out today. The latest publication also revealed that 173% of retargeted users would be more likely to spend again.
Retargeting has become a particularly important strategy for eCommerce and mCommerce retailers who face up to 69% of shopping cart abandonment. By following up with users, marketers are able to minimise costs of acquiring new users.
On mobile, retargeting app-to-app is now predominantly funnelled through RTB exchanges and SSPs. Bidding occurs programmatically and in real-time and advertisers are able to track SDK integrations. Retargeting activities tend to be defined by the advertiser based on a specific user action.
Creative performance can be vital in driving a successful retargeting strategy. AppLift recommends integrating more dynamic adverts. In testing with a Korean mCommerce brand it found that dynamic creatives increased CTR from 0.85% to 0.95% overall costs dropped. In addition, playable ads have proven to boost engagement time and again.
For more information on how to optimise your app retargeting strategy, check out the full report.