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Let's Talk Retention! #2

Posted on December 5, 2016

Welcome back to another one of our Remerge recaps, a monthly roundup of current news from the world of mobile marketing. This series will bring you up to date on all the latest launches and trends happening within Remerge, and the ever-changing mobile industry to help you to maintain an effective mobile retention strategy.

November was another hectic month for everyone here at Remerge with some exciting announcements, and more conferences and meetups to keep us busy in the run up to Christmas. November was also a manic month for mobile marketers, all trying to keep their users engaged during what has come to be known as the ‘Golden Quarter of Commerce’.

President Trump

Earlier in the month, the world woke up to the shocking revelation that Donald Trump had been elected President of the United States. Regardless of your views on him, the result was unexpected with opinion polls favouring a Hillary Clinton win right until the end. Despite not being in office until the end of January, Trump’s election has already had a massive impact on Silicon Valley and the global tech industry. Investment always tends to shy away from uncertainty, so it’s no surprise shares of tech companies like Amazon, Apple and Facebook took a dive as the news broke. The President-Elect has the potential to drive the United States into unchartered territory in all areas from tax to trade and if his policies reduce the flow of investor dollars, it could mean big trouble for tech companies that can’t survive without access to investor capital.

trump (BI)

Breitbart Blacklisted

Among some of the results of the Trump campaign was a higher profile for Breitbart News, the right-wing American news and opinion site whose executive chair Stephen Bannon served as Trump’s Campaign Manager and has been named as his Chief Strategist and Senior Counselor for his Presidency. Just last week, ad tech firm AppNexus announced it was barring the site from using its ad serving technology, citing a violation of its hate speech and incitement to violence code. Appnexus spokesman Joshua Zeitz expects other networks to follow suit and added:

“We think that all ad tech companies should have rules governing hate speech, we’re not in a position to tell them how to make their decisions. But the rules should be consistently enforced.”

The news that Appnexus had banned Breitbart from using its services was followed this week by the announcement that a number of brands including Kellogg’s and Warby Parker would cease their ad campaigns on the site. Due in part to the use of programmatic trading in retargeting, companies are often unaware of the controversial sites that their ads are appearing on. Often brand safety tools focus on content like pornography or illegal material rather than political sites so advertisers would have to explicitly blacklist sites rather than relying on automated tools. If this is a concern for you and your business, be sure to choose a retargeting provider that offers the utmost transparency and allows you to blacklist sites that you would rather your ads weren’t shown on. It remains to be seen whether or not other networks will follow suit, but the move certainly calls into question the level of responsibility that lays with ad networks who publish ads on such sites.

The Season of Spending

The Presidential election certainly occupied the hearts and minds of people globally, but retailers across the US were happy to see the end of it as television airtime and advertising inventory previously consumed by campaign ads freed up for advertisers. Despite early opinion polls conducted by the NRF claiming that shoppers would be wary about spending big over Thanksgiving week, Adobe reported that this year online spending hit a record-breaking $3 billion, with over $1 billion coming from mobile devices. However, shopping cart abandonment still remains a huge issue on mobile devices, accounting for more than 80% of the global cart abandonment rate.

Christmas Blog Cover image

As discussed in our recent Holiday blog post, marketers need to ensure a seamless user experience for customers shopping in their apps by enabling deep links and simplifying the checkout process to ensure they’re getting the most out of their loyal customers this Holiday Season. Mobile spending is set to increase throughout December and into the New Year with more mobile devices and shoppers even using their new devices to shop away from the dinner table on Christmas Day.

Fighting Fraud

Fraud prevention in mobile display advertising has been discussed in broad terms over the past two years at much of the conferences, seminars and meetups we’ve attended, but very little meaningful strides have been made in tackling the issue and developing a global industry standard for fraud detection and prevention until recently. Mobile measurement providers like Appsflyer and Kochava have introduced products to detect fraud on their platforms, and just last week, adjust announced a coalition to fight the growing mobile ad fraud problem.

network

We are happy to be a part of the coalition along with 11 other partners who aim to dedicate resources and technology, and share information to deal with the issue that has cost mobile marketers more than $100 million in 2016 alone. All suspicious activity found by adjust’s filters will be reported to the ad networks through APIs and excluded from analytics and billing.

AppDays 2016

Retention was truly the talk of the town at the fifth edition of AppDays which was held in IBM’s client centre in Colombes just outside Paris. Our two native Frenchies Maud Levasseur and Timothée Doutriaux were accompanied by Co-Founder and CRO Benjamin Beivers for the conference which played host to over 800 mobile marketers and app developers. Speakers from Soundcloud and Zenly offered their insights and guidance in building monetization solutions and social apps covering everything from UX to customer feedback.

app days

The conference offered the perfect bridge between tech and marketing with speakers providing in-depth solutions to common problems faced by all mobile marketers launching their apps and maintaining high engagement levels. It was a pleasure catching up with clients and meeting prospects with innovative apps and we look forward to returning to the next edition which is set to grow even more next year.

Remerge Dinner

Across the channel, we hosted an exclusive Remerge dinner at London’s renowned Nobu restaurant. Top app developers and marketers in gaming, commerce, travel, and entertainment joined us for a night of spectacular food and drinks in a beautiful setting. It was great sharing marketing knowledge and experiences, and hearing insights from marketers across different verticals as to their retention strategies for the year ahead.

London 2016

A huge thank you to all who attended and helped to create such an amazing atmosphere! We’ll be back in London next week for another event alongside our partners Tune and Adcolony where we’ll be enjoying some festive food and drinks, and the chance to network and connect with new and old industry friends. If you’d like to attend, get in touch with us to reserve your space.

Mobile Growth Meetup

Back in Remerge HQ, we hosted the last of our quarterly Mobile Growth Meetups with a panel of experts from HERE, Blinkist, and Cookies(now Klarna) debating paid and organic marketing.

MGM16

Some interesting debate was sparked between the panel of performance marketers, all of whom had vastly different approaches to mobile marketing. There were some insightful accounts from all panelists on the of the use of A/B testing, and the true value of this comparative research as well as app store optimisation, a tactic that promises big ROI but perhaps doesn’t live up to the hype. It was great to welcome some familiar, and new faces into our beautiful HQ for another great night of networking and insights. We’ll be hosting our next one in Q1 so be sure to keep an eye out on our events page for more details.

If you want to find out more about how you could step your re-engagement strategy up a notch, get in touch with your account manager or shoot us an email to advertisers@remerge.io!

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