Mobile App Retargeting Is Here!
At the outset, I have a question to ask advertisers. How much of your marketing budget do you spend in driving app downloads? And, how much of it is driven towards engaging with those who already have the app?
The fact is that current mobile advertising technology vendors are focused on driving app downloads for marketers. There is very little or no focus on re-engaging with users who have already downloaded and used the advertiser’s mobile app. Hence, most hard-earned app downloads result in a one-time usage at best and in the eventual uninstalling of the app.
The current mobile retargeting scenario
The diagram below illustrates the various challenges in effectively re-engaging with the existing mobile web or app user base:
Android Mobile Web: Android mobile web users can be targeted using cookies and messaged. But usually, the inventory pool available on Android mobile that can support cookie-based targeting is very limited. Most publishers do not support cookie based buying on their Android mobile web inventory as user-based targeting is a new frontier in mobile ad-tech. Also in most geographies, 50% of the mobile inventory is inside apps and cookie-based targeting is not possible on this in-app inventory
iOS Mobile Web: 98% of the iOS users use Safari browser for accessing mobile websites. Third party cookies are blocked on Safari browser and hence user targeting becomes tough. Privacy compliant solutions for iOS Mobile Web user targeting are still in early stages of development.
Android Mobile App: Cookies do not work inside apps and hence the user targeting in Android apps is usually via a device id called Android_ID. However, this id is not privacy compliant as the user cannot opt out of this Android_ID based messaging. Google is introducing a new Android Advertising id that solves this privacy issue by allowing users to disable access to this id. However, this new id is still in very early stages of adoption across the mobile ecosystem.
iOS Mobile App: Cookies do not work inside apps and hence the user targeting in iOS apps is via a device id called IDFA (ID For Advertisers). This id is user privacy compliant as the user can disable access to this id. However, the IDFA is still not widely adopted in the complex mobile advertising landscape
Vizury has pioneered a solution for the retargeting mobile web users called Vizury MobiConvert and launched this product in a beta phase around 7 months back. We have seen great results for advertisers from this product and hence did a wider market launch of this product in October 2013. Now more than 50 advertisers across the globe use MobiConvert and are enjoying great results.
The next frontier: Retargeting Mobile App Users
As the next step in the evolution of Vizury MobiConvert, we are now ready to enable retargeting of mobile app users. With both Android and iOS supporting privacy compliant mechanisms for app user targeting, we believe that the ecosystem is now conducive towards app retargeting. Hence Vizury has launched the Vizury Event Logger API for advertiser apps. This is a super light piece of code that advertisers can put into their mobile apps and then Vizury will be able to retarget the app users with a personalized message based on the products seen inside the advertiser’s app. We hope to kick start this new personalized messaging for app user retargeting as we get ready for the new year. Please get in touch with your Vizury Account Manager or email us at firstname.lastname@example.org to know more on how to get started with Vizury mobile app user retargeting.
Nishant Kadian takes care of content marketing for mFaaS. He is passionate about sharing his learning on the ad technologies, mobile ad fraud preventions, and more. Drop him a ‘Hello’ on LinkedIn or Twitter to start a conversation with him.