Kate Lovejoy

Retargeting ads can show up in a lot of different places. Unlike UA, where you focus on having content native/specific to each channel, in retargeting, you focus more on the moment in the user journey rather than the context in which it’s shown. Example: if a user reaches level 60, you want to show elements from more advanced levels than if a user is a beginner.

In retargeting, you know the user has played the game before, so your creatives should focus on generating a “gentle” brand reminder and FOMO that can bring users back to the app.

The most successful advertisers using retargeting have a two-prong strategy:

• Evergreen content (e.g., based on users’ level, etc.)

• Campaigns around particular promotions

Experimenting with intentionally off-putting ads created with AI is proving effective in grabbing people's attention, and it will be interesting to see how the style evolves over the years.

To measure the impact of retargeting efforts, divide the user base into a control group and a target group and compare the average revenue per user and conversion rate. Adikteev provides verifiable logs and formulas to ensure the accuracy of the results.

A lot of advertisers used to use rule-based logic (e.g., lapsed 7 days, lapsed 8 days, etc.). It’s a good proxy, but it can perform better to do some level of churn prediction at the game level (low, medium, high) using in-game events (openings, levels users are getting to, etc.).

The groups you’re going after with retargeting are so niche that it’s unlikely you’ll need different creatives on iOS and Android. Users' past behavior and actions are more important for retargeting and predicting success than the type of device or platform. Example: when retargeting users that have spent $50-$60 in-app, it doesn’t matter which platform they’re on.

For iOS retargeting, Adikteev only goes after users sharing device ids and users that have opted-in ATT. With this approach, they’re seeing very similar results to what they were seeing pre-ATT.