Mobile retargeting is a marketing strategy that retargets users who have previously shown interest in a company’s products or services with personalized ads on their mobile devices. This strategy is mainly implemented through display targeting. Based on the user’s profile and previous actions, such as viewing a specific article, the advertised ad adapts to the user’s interests. Ideally, they return to the page they originally visited and perform the desired action hoped for by the website operator (e.g. a purchase).
Strategies for mobile retargeting
This webinar video provides a clear explanation of the strategies on which mobile retargeting is based. It also explains what deep linking means and which KPIs are crucial for retargeting and re-engagement on mobile devices. Deezer and Runtastic are used as examples to illustrate the impact of such mechanisms:
Differences between retargeting and mobile retargeting
While classic retargeting is primarily geared towards desktop users, mobile retargeting has some special features: Faster customer journey: The time between the first interaction and a conversion is often shorter on mobile devices. App tracking vs. browser tracking: Mobile retargeting uses in-app tracking and deep linking, as traditional cookies only work to a limited extent on mobile devices. Cross-platform tracking necessary: Users often switch between smartphone, tablet and desktop – a cross-device strategy is therefore essential.
Optimization of mobile retargeting campaigns
As mobile devices have smaller displays, ads must be optimized accordingly: Format optimization: Adapt banners and video ads to different display sizes Platform independence: Functioning ads for iOS, Android & different devices (smartphones, tablets) Use deep linking: Redirect users directly to the relevant app page or the right product A/B testing: Test ad variants to achieve the best CTR & conversion rate
Tracking challenges & solutions in mobile retargeting
Tracking in mobile retargeting differs considerably from classic cookie tracking: Restricted cookie use: Safari & many mobile apps block third-party cookies.
Alternative tracking methods:
- Device ID tracking: use of unique device IDs (e.g. IDFA, GAID) for recognition
- Fingerprinting: recording device properties for identification purposes
- Server-to-server tracking: direct data collection without cookies
Short-term and long-term development opportunities in the field of mobile retargeting
Google, Apple and Facebook are already working on data protection-compliant tracking solutions. As mobile e-commerce sales continue to rise, the following developments can be expected:
Increase in first-party data solutions (direct user tracking via customer accounts).
Greater importance of AI & machine learning for personalized ads.
More cross-device retargeting for a holistic user approach.