How Does Mobile Retargeting Work In Online Marketing?

Mobile retargeting is a marketing strategy that re-engages users, who have shown prior interest in a company’s goods or services, by delivering personalized ads to their mobile devices. The strategy is mainly achieved with display targeting.

Matching the profile of the user and the previous actions, e.g., the viewing of a specific article, the promoted ad adapts to the interests of the user, and ideally the user returns to the page he initially visited and carries out the action hoped for by the website operator (e.g. a purchase).

Mobile Retargeting Strategies

This webinar video provides a clear explanation of the strategies mobile retargeting are based on, and it also explains what deep linking means, and which KPIs are essential for retargeting and reengagement on mobile devices. Deezer and Runtastic will be used as examples to illustrate the impact that such mechanisms can have:

Differences Between Retargeting and Mobile Retargeting

The difference between mobile retargeting for the smartphone and regular retargeting for the desktop is that mobile users can visit online shops in a more targeted way. Because the time between the last request and a final purchase on mobile devices is shorter than in a traditional desktop device. Studies show that the e-commerce turnover generated via mobile devices is continuously increasing; therefore, a significant increase can be expected in the next few years.

Mobile Retargeting the Optimization of Advertising for Mobile Devices

Since mobile devices have much smaller displays, it is imperative to design advertisements that optimally support this condition. In the end, it is not only about the different operating systems like Windows, iOS, Android or the variety of mobile devices (tablets, phablets or smartphones). The display of the advertisement (banners, videos, etc.) must meet the requirements of the smaller display.

The Challenge of Tracking Within Mobile Retargeting

Cookies, which are used in desktop campaigns, do not work in the same way for mobile retargeting on mobile devices. For example, they do not work with Apple’s browser Safari or within apps. Just like when displaying matching advertisements within a desktop experience, mobile retargeting also relies on Programmatic Advertising, which makes it possible to match fitting advertisements to users within seconds. Since many end users are on the move on several mobile devices, such as Tablets and Smart Phones, a solution must be found which, with the help of a complex probability calculation, enables user profiles to match with suitable advertising media and to display the appropriate advertising adapted to the mobile device.

Short-term and long-term development opportunities in the area of mobile retargeting

One assumes that Google, Apple, and Facebook are already working on their tracking solutions. Especially since the e-commerce turnover generated via mobile devices is continually increasing. Therefore, all market partners would benefit from a unified solution.