If you answered “yes” to both questions, IntentIQ has the solution for you!
Our iOS In-App Re-Engagement solution is the ultimate KPI designed to extend lifetime value.
iOS In-App Re-Engagement retains users who have either uninstalled your app or have stopped engaging with it. Our unique, sophisticated algorithm enables mobile DSPs to define user IDFVs on other apps and retarget them based on previous intent. Re-engaging these users can help bring them back to your app and extend lifetime value.
How exactly does IntentIQ iOS In-App Re-Engagement work?
iOS app advertisers upload their app-specific IDFVs to the IntentIQ Re-Engagement ID Store. These IDs are then tied to other IDFVs related to those users in a privacy-friendly data segment, allowing advertisers to identify potential targets for re-engagement.
IntentIQ collects IDFVs across multiple apps on the user’s iOS device. Although IDFVs can be different for every app, even on the same device, the IntentIQ iOS In-App Re-Engagement solution can still collect them, making it an invaluable tool for app vendors.
IntentIQ uses unique clustering technology to consolidate the IDs into a single persistent identifier with over 90% accuracy, covering 80% of the ad inventory.
IntentIQ groups the IDFVs under a single, targetable S3 bucket file (as opposed to delivering the information on a one-on-one basis) to retain the privacy of every user. Not only does this maintain user privacy, but it’s in compliance with online advertising industry standards, including CCPA. At the same time, IIQ helps advertisers perform mobile cross-app (and cross-device!) ad targeting while attaining goals of re-engagement.
Why is the IntentIQ In-App Re-Engagement solution so critical today?
- It enables retargeting from one IDFV to other IDFVs of the same user. This is how advertisers used IDFAs on iOS devices before Apple decided to make them an “opt-in” service.
- Ad- suppression It helps advertisers avoid buying ads for already acquired users due to not knowing that it’s an IDFV that already installed the advertiser app but has a different IDFVs.
- It helps build a lookalike audience based on the combined IDFVs of individual users and related apps.
User Acquisition as Part of Your Re-Engagement Strategy
User acquisition (UA) is a marketing strategy that mobile advertisers use to attract new users to their apps. It relies heavily on data science, using algorithms to detect trends and patterns with regard to user habits. Today, it’s more important than ever given the heavy competition in the mobile marketing ecosystem and the decline of organic installs.
UA strategies don’t only need to consider which marketing channels and ad platforms are best, but they also need to determine which are most cost-effective. The goal of UA is to get mobile users to install an app at a cost that is less than the typical user’s lifetime value. In other words, it shouldn’t cost more to attract the customer than the app stands to earn from the customer.
Common methods of UA include:
- Paid user acquisition – Mobile advertisers pay media channels, ad networks, and even influencers to display their ads to a targeted audience. This method involves researching target audiences and tracking the performance of each ad on each platform.
- App store optimization (ASO) – This method uses the same principles as SEO (search engine optimization). It requires mobile advertisers to find ways to make their app appear first in App Store searches. This includes using keywords, optimizing the app’s description, adding attractive visuals, and more. A major benefit of focusing on this strategy is that it’s cyclical—the better your ASO, the more users will sign up, and the more users you have, the App Store will boost your ranking.
- Owned media marketing – Mobile advertisers use channels that they already own, like email lists, to advertise their apps. Users on email lists have already opted in to receive information, so they may be more open to installing the app.
- Retargeting and re-engagement – These methods focus on users who have already interacted with the company but haven’t yet downloaded the app, or who have downloaded it and then uninstalled it. Re-engagement can also focus on keeping existing users active and reminding them how they are receiving value from the app (an important aspect, considering all the competition today).
InetntIQ In-App Re-Engagement solution focuses on the type of UA. It helps app vendors track lost users with the goal of re-engaging them.
User Acquisition for Mobile Game Apps
UA for mobile game apps faces the same issues that face general mobile apps: user privacy is taking precedence, IDFAs are being phased out, and retargeting is harder than ever.
Mobile games, however, occupy their own niche in the mobile marketing ecosystem, as they have specific monetization methods that don’t necessarily apply to general mobile apps.
In addition to the common methods of UA described above, mobile gaming apps should consider adding these strategies to their mix-up.
- Integrate social media platforms – As the use of social media platforms is on the rise, game apps that integrate these platforms can gain app exposure, build community, and more easily create owned media marketing lists.
- Create video ads and playable ads – Video ads can attract more users than static ads by better conveying the user experience. The same is true for playable ads, if not more so. Playable ads allow users to try out a portion of the game, a great way to drive installs.
- Cross-promote – Companies that have more than one app can cross-promote their games with in-app ads. As both the advertiser and publisher, they can save money while promoting games to potentially new audiences.
- Long-term focus/subscriptions – As targeted ads are being phased out, more app publishers are turning to a subscription model. Doing this serves two purposes: to make up for advertising losses and to focus on long-term relationships with customers. The latter idea isn’t only about installs, but about who’s installing. Customers with the potential for a long-term relationship should be prioritized.
- Customer retention – Just as more gaming app publishers are looking for long-term relationships with customers, retaining current customers should be a top priority. It’s easier and more cost-effective to retain current customers than to attract new customers.
When customer retention UA fails, the IntentIQ In-App Re-Engagement solution can retarget customers who have uninstalled the app. These customers no longer need to be lost forever! InetntIQ can help retarget and re-engage.
Get in touch with our experts to find out how the IntentIQ In-App Re-Engagement solution can work for you!