Analytics firm Localytics announced its new “remarketing” product, which enables app advertisers to reach users even when they are not using an app, with personalised advertisements on Facebook and other ad platforms.
It helps “companies drive more value across the app lifecycle by deepening engagement with active users, winning back lost users, and acquiring valuable new users,” the company claimed in a statement.
“As the only app engagement platform to be a mobile measurement partner in Facebook’s marketing partner program, Localytics can attribute performance metrics such as engagement and conversion back to remarketing campaigns,” it added.
Remarketing, or retargeting, current customers based on their interactions with a brand is a common practice on the web, but until now there hasn’t been a way for apps to connect their rich user data to paid advertising channels, the firm claims.
According to a post on the firm’s blog, forty eight per cent of users disable push alerts and one-third of apps don’t send in-app messages, while ninety per cent of marketers vouch for the effectiveness of remarketing.
The product lets app marketers bolster user acquisition by identifying valuable audiences to use for “lookalike targeting”; engage and grow their app user base by encouraging more frequent app usage or driving desired behaviours; and prevent churn and win back valuable users through re-engagement.
Companies like Zipcar, Hopster and Kidizen participated in a beta version of the service, with Zipcar using Localytics’ advertising audiences to run targeted acquisition campaigns that “resulted in a 15 per cent increase in downloads and 30 per cent lift in user engagement over previous campaigns”.
Back in March the firm raised $35 million, which it said it would use to bolster its “predictive intelligence capabilities, which enable customers to truly personalise the user experience and improve engagement in their mobile and web apps”.