Jampp CEO Diego Meller on App Re-engagement and Retargeting [VIDEO]


Diego Meller, CEO of Jampp was interviewed by Chris Reynolds at App Promotion Summit London 2014. Jampp is one of the leading app marketing and promotions platforms and enables advertisers to carry out CPI-based campaigns as well as retargeting activities from a single dashboard. We are now able to share the video and audio of the interview as well as a transcript. Thanks to Diego for the interesting interview which focuses specifically on the topic of App Re-Engagement and Retargeting and includes many different insights including “Why App Marketing is Like Flossing”…

Jampp CEO Diego Meller on App Re-engagement and Retargeting, Video:

Jampp CEO Diego Meller on App Re-engagement and Retargeting, Audio:

Jampp CEO Diego Meller on App Re-engagement and Retargeting, Transcript:

We’re here at the App Promotion Summit 2014 and we’re talking to Diego Meller, CEO of Jampp. Diego, nice to see you.

Hi, Chris.

Can you first just give us a little overview of what Jampp does, and what services you offer to app developers and marketers?

Sure, so Jampp is an app promotion platform. We basically help anybody out there, that has apps, drive traffic to those apps. We have two very basic products. One product is app marketing, so app installs. The other one is app re-engagement. The problem we solve, is basically trying to get a combination of volume and quality in traffic for advertisers. We help them optimize. We help them find the right sources, and we track everything from the banner all the way to what people are doing inside the app, so we’re tracking if it’s an eCommerce app, if they’re spending money on it, if it’s a taxi app, if they’re booking cabs, and so on. And we use the information all the way back to the source to optimize the advertising.

Great, and today you’re talking about retargeting. So can you talk a bit more in depth about that and what it is.

Sure, so one thing I say about re targeting all the time is that everybody is talking a lot about retargeting and nobody’s doing it, so it’s people like flossing. People say that if you do it, nobody’s actually flossing. It’s the same with retargeting. The problem with retargeting on mobile is that it carries a few technological challenges that are more of the side of the advertiser and not so much on the side of the supplier. So, to be able to do proper retargeting with your app, you have to be doing a number of things, which I’m talking about in my presentation, and that’s basically keeping track of events, and matching those events to specific segments of your audience so that you can then target those segments, show them custom ads targeted to those segments and then you can bring those people back to your app. What I feel is that where mobile app marketing is now is the equivalent to where web marketing was 15 years ago. If you think about it, when you click on a banner that takes you to an app, it always takes you to the homepage of that app. So, imagine if on web marketing, every time you click on an app where it will take you to the homepage of that website. It’s very inefficient. Conversion rates would be a little bit higher if when you first if you see an ad that is relevant to you, so if you’ve been using the eBay app, and you’ve been browsing Android phones, and you see an ad advertising that particular Android phone that you were looking at on EBay, and once you click on it it takes you back to the EBay app to the page of that Android phone that you were looking at. That conversion rate is going to be much higher, the click-through is going to be much higher. So, that is what we are trying to evangelize. The app owners that say to stop doing that from their end. To keep this data. To match the event data to the search history data, and to the device ID or whatever unique identifier they have on the user, so then the re-targeting suppliers as ourselves can use that to help you bring some traffic back to your app.

And is that a message that is quite hard to convey to developers, or are they quite receptive to it?

The problem is that it’s not in their main priorities, and the problem, and one of the things that I talk about in my presentation is that the earlier that you do it, the better, because then you start gathering information and you can action later. So, if you are not keeping a record of that, if you are not saving that information, then you just kind of lose it. So, when we say that we dedicate a little bit of the resources, we know you are basically improving your app and making the features better. You know, just dedicate a little bit, it is not too complicated to do this, to start keeping track of the events and saving that. And, by the way, part of that is what is enabling [inaudible 00:04:07] in your app, which means that you can link the specific area in your app. Again, something that everybody says their about to do, or that they’re doing it. It’s very easy to do, nobody’s doing it.

Obviously tracking, historically, has been a big problem on mobile. Is it getting better?

Yeah, I think it’s getting better. I think there’s a bunch of very good companies focusing on that very problem, and they’re doing pretty well. You’ve got companies like Mobile App Tracking, and Ad-X, and AppsFlyer, and Apsalar and Adjust, which you have here I think. Yeah, it’s still very crowded. It’s not clear who’s better and why and what you should be looking at. We don’t really care about it. We work with all of them just to make it easy to our advertisers. Whoever they use, we can work with them.

When it comes to reengagement in general, are there any other tips that you have for developers?

No, I mean, the main one is start doing it. It’s dumb not to do it, because it basically will reduce your user acquisition cost, it will increase retention, it will increase conversion, and it’s easy and cheap to do. Normally in user vision, you pay, the net you should be looking at when you’re inquiring is cost per install. When you’re reengaging users is CPC because once you take that user back to the app, we’ve done our job, so we just charge you for the click. If you combine user acquisition with user reengagement, we think that you can make a very good mix of marketing and improve your matrix in general.

Great, Diego. Thank you very much.

You’re welcome. Thank you.