Learn How Personalized Ads Are a Must-Have for Your App Retargeting Campaigns!

Personalization: The Secret to Success in App Retargeting

For decades, marketers have yearned to personalize their message — to speak directly to the target audience, not as a herd of anonymous consumers, but as individuals.

Personalization has been the holy grail for marketers across all industries. While traditional advertising has been a blunt instrument of mass communication, programmatic digital ads are a whole different story.

Artificial intelligence has turned the ad-tech world upside down. With massive datasets and increasingly sophisticated algorithms at our disposal, we can now tailor our ads to the precise tastes and interests of each individual consumer. We can engage people in a genuinely meaningful and relevant conversation. In doing so, we can drive customer loyalty and boost lifetime value. Marketers who understand how to use this new power will thrive in 2018 and beyond.

The numbers don’t lie

As we’ve shown in our recent success studies, not all app users are created equal. They expect to be treated as individuals. They want content that matters to them, and they reward the brands that can deliver it.

There’s mounting empirical evidence to support this idea. A recent study showed that personalized ads were three times more effective than traditional ads at driving user engagement. Another study by Localytics confirms that personalization is key. App users expect advertisers to understand their needs.  

As we ring in the new year, it’s time to ask yourself some hard questions. How well do you really know your users? How accurately can you describe their personas? Are you using app retargeting and artificial intelligence to their full potential?

The future is data-driven

Behavioral data is the lifeblood of personalized marketing. Every time a user interacts with your app, you collect valuable insights. Once you understand these insights, you can segment your users into various groups and subgroups.

You might want to target users who haven’t opened your app for a few days. Or maybe you’re interested in users who open your app regularly, but rarely make a purchase. By harnessing the power of your behavioral data, you can create an almost limitless combination of target audiences, each of which can be engaged with a unique, personalized message.

Here’s a real-world example. Simplaex recently teamed up with the developer of a popular mobile fighting game. Our goal was to boost the company’s advertising revenues by reengaging old users in Europe and North America.

personalized-ad-example

We targeted our campaign at players who hadn’t used the app for seven days or more.
Thanks to the massive cognitive power of Wallace, our Artificial Intelligence Officer, the developer was able to follow their users’ digital footprints and create dynamic audience segments.

We started running a mix of standard and personalized banner ads. According to our A/B tests, players who saw the personalized ad spent 2.2x more in the app than players who saw the standard banner. The personalized ad delivered a healthy ROAS of 540% — nearly double the 243% of the standard ad.

 

Personalized ads roas graph

Let there be no doubt: in 2018 and beyond, personalized advertising will be a key driver of revenue growth. If you’re a savvy digital marketer, you’ll get on board with the data-driven revolution.

LATEST NEWS

Simplaex Is Leading The Next Mobile Wave In Transforming Data Into Insights And Insights Into Action

Simplaex, experts in marketing mobile games, has recently closed its successful A-round funding. The Berlin-based company will use the capital to expand into new verticals and deliver its proprietary technology to a broader customer base. To this end, Simplaex is positioning itself as the most advanced data insight & activation platform. Below is our recent interview with Jeff van Ede, Co Founder & CEO of Simplaex:

First-party Data Innovator Simplaex Closes $2.6 Million Funding Round

Simplaex, experts in marketing mobile games, has successfully closed its A-round funding. The Berlin-based company will use the capital to expand into new verticals and deliver its proprietary technology to a broader customer base. Helping to drive this expansion will be Perry Ofir, Simplaex's newly-appointed CRO who was formerly VP of Sales & Business Development at Adgorithms.Simplaex launched in April 2016 as a groundbreaking marketing platform for game developers. In the twelve months since, it has grown into a sophisticated data marketplace with over 300 million unique user profiles. On the back of this impressive growth, the company is now looking to expand beyond the gaming industry.

Simplaex Surpasses 150 Million Players for Game Developer Platform

Simplaex, a revolutionary peer-to-peer platform for game developers, now offers direct access to over 150 million players. The important milestone comes just ten months after the Berlin-based start-up set out to transform game marketing. Developed together with some of the world's leading game companies, Simplaex is laser focused on the two main pillars of the industry's business model: Acquiring players and finding a way to monetize them. The groundbreaking technology completely bypasses the traditional way of game marketing, giving developers immediate access to a transparent and effective player marketplace.

First-party Data Innovator Simplaex Closes $2.6 Million Funding Round

Simplaex, experts in marketing mobile games, has successfully closed its A-round funding. The Berlin-based company will use the capital to expand into new verticals and deliver its proprietary technology to a broader customer base. Helping to drive this expansion will be Perry Ofir, Simplaex's newly-appointed CRO who was formerly VP of Sales & Business Development at Adgorithms.Simplaex launched in April 2016 as a groundbreaking marketing platform for game developers. In the twelve months since, it has grown into a sophisticated data marketplace with over 300 million unique user profiles. On the back of this impressive growth, the company is now looking to expand beyond the gaming industry.

Simplaex Surpasses 150 Million Players for Game Developer Platform

Simplaex, a revolutionary peer-to-peer platform for game developers, now offers direct access to over 150 million players. The important milestone comes just ten months after the Berlin-based start-up set out to transform game marketing. Developed together with some of the world's leading game companies, Simplaex is laser focused on the two main pillars of the industry's business model: Acquiring players and finding a way to monetize them. The groundbreaking technology completely bypasses the traditional way of game marketing, giving developers immediate access to a transparent and effective player marketplace.

Simplaex launches the first peer-to-peer marketing platform for game developers to buy, engage and sell players

Simplaex is officially launching its next generation marketing technology platform at GDC 2016 in San Francisco that solves the problem of today's user acquisition and retention in both mobile and online gaming. Since the introduction of the F2P business model the gaming advertising industry has developed into an ecosystem that is controlled by networks, agencies, brokers and resellers. Game developers and game players are more disconnected than ever before.

Why the game marketing ecosystem is ripe for disruption

For many game developers, the traditional way of promoting their products online is broken beyond repair. With no direct digital access to potential customers, they depend on an ungainly mix of ad exchanges, media buying platforms, data aggregators, agencies, and resellers. The results of such a tangled web are predictable: Unfair prices, low-quality leads and surging churn rates. This unsatisfying situation has led many game developers to shift their focus from customer acquisition to retention in the hope of boosting the cost-effectiveness of their marketing strategies.

Why game developers are neglecting their players

Can you imagine going to a restaurant that made it increasingly harder to get through each course of a meal? Sure, you can have your appetizers, but to eat your entrée you’ll have to cross the street to another location. And don’t forget to bring your spoon with you — otherwise you can forget dessert! No, I can’t imagine that either. But that’s exactly what the game industry does to its customers. It makes products that are by their nature progressively more difficult to consume. It’s the developer’s conundrum: Every gamer is intrinsically different yet they’re all playing the same game. They have various levels of skill and determination, as well as a range of ideas about what constitutes success and brings gaming satisfaction. It’s impossible to make a game that’s a perfect fit for everyone, but you can try to look after your active users and make sure they’re happy.

Why game developers should embrace player churn

Churn. It’s an ugly word. Game developers are naturally concerned about player retention. But eventually even the most ardent player loses interest in a game. It’s normal. It’s part of the cycle. And so it’s also normal when developers are inclined to squeeze the absolute maximum revenue out of people before they’re gone forever. However, trying desperately to monetize your players only increases churn, aggravating the problem.

Why game developers must rethink their advertising strategy

What if you could go to the movies for free, but every 15 minutes the film would stop for a commercial break? A few very cost-conscious people might tolerate it, but I reckon most would refuse to ruin their cinema experience that way. Similarly, there’s a good reason game developers dislike in-app advertisements: They distract your customers — and frequently discourage them from using your product. “Gamers want to game. So disturbing the gamer’s experience, even if it brings value, isn’t always the way to go,” wrote Avi Hadas, in a recent guest column on in-game advertising for VentureBeat. The stakes are high. In an industry concerned about churn, retention, and monetization of players, in-game ads might save your business — or end up killing it.