Join gaming leaders online at GamesBeat Summit Next this upcoming November 9-10. Learn more about what comes next.
SAN FRANCISCO — Mobile marketers are spending a lot more time these days thinking about retargeting mobile users with mobile ads. The goal is to get people who have already downloaded their app to come back and use it regularly.
Traditionally, mobile marketers (like app developers) have spent the majority of their ad spend on simply acquiring new customers to install their app. But that’s increasingly expensive.
So a growing portion of mobile marketers’ ad spend is going to retargeting existing customers by showing them relevant ads in other mobile apps or sites, like Facebook, for example.
Three top investment pros open up about what it takes to get your video game funded.
AppLovin CTO John Krystynak said here at the Mobile First conference that if an advertiser spends $15 on customer acquisition advertising, they could hit existing customers with retargeted ads 30 or 40 times.
Marc Hale of TapCommerce (now owned by Twitter) says some of his company’s clients have now turned their ad strategies on their heads, spending 80 percent of their ad budget on mobile retargeting and 20 percent on new customer acquisition.
“Retargeting and re-engagement is probably the most exciting thing going on in mobile advertising today,” said Micah Gantman of Tune, an enterprise SaaS company for mobile marketers.
Hale said his company has been focusing on it because they “want to go where the puck is headed.”
Want the latest mobile user acquisition strategies?
Learn how the most successful developers get better users for less money.
Several of the panelists here called out the gaming industry as being the first movers in retargeting gamers on mobile devices. “The majority of the money being spent on mobile retargeting is coming from the mobile gaming community,” Hale said.
“Gaming companies are ‘mobile first’ and they know the lifetime spend of their customers, and they can see the whole customer sales funnel. They have it right in front of them,” Krystynak said.
In the app world the “sales funnel” means all the steps the customer takes from learning about and downloading an app to making purchases within the app.
“They’re retargeting gamers to get them back to buy coins and Smurfberries in the app,” Krystynak said.
Gaming companies have learned some important lessons about how to re-engage users. “Mobile gaming companies often retarget people who have recently installed the game so that they can keep them coming back,” TapCommerce’s Hale said.
Many beer brands and lifestyle marketers use Foursquare to retarget customers, the company’s Rob Wilk said. That’s because users like to use the FourSquare mobile app to check in at a drinking establishments and talk about booze and other lifestyle products.
One source said here that retargeting is now the social check-in site’s biggest source of revenue.
Another thing the panelists agreed on is the importance of data. “We have 17 events that can be looped back to the marketer for optimization,” said Tune’s Gantman. Here, “events” are what the targeted customer experiences while moving toward a purchase, such as what types of retargeting ads customers clicked on, or how many times they completed a tutorial in an app.
GamesBeatGamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
- Newsletters, such as DeanBeat
- The wonderful, educational, and fun speakers at our events
- Networking opportunities
- Special members-only interviews, chats, and "open office" events with GamesBeat staff
- Chatting with community members, GamesBeat staff, and other guests in our Discord
- And maybe even a fun prize or two
- Introductions to like-minded parties