At least half of the apps develop retargeting campaigns , with those specialized in shopping and food-drink showing the highest levels, while gaming apps opt less for this strategy.
72% of shopping apps in Asia Pacific are running retargeting
Retargeting is most common in the Asia-Pacific region , with three-quarters of shopping apps running such campaigns in January and February of this year, up 68% from 2019, according to data from AppsFlyer.
Europe is in last place, with retargeting being used in 49% of shopping chile number screening apps, but this market is catching up as the adoption of this type of campaign has grown by 10% since last year .
In contrast, North America and the Middle East and Africa have seen a decline in the popularity of retargeting on shopping apps, with both recording declines compared to 2019.
Retargeting plays a significant role in driving conversions , accounting for at least half of all non-organic marketing conversions in shopping apps. This is higher than the average across all vertical apps, which is 35%.
Asia Pacific again leads the pack with 65% of non-organic marketing conversions coming from retargeting, while North America comes in second (63%). Europe, meanwhile, lags behind again with retargeting accounting for 51% of conversions on shopping apps in 2020.
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Brands can experience concrete growth by using retargeting campaigns. This strategy has been applied by many retailers to shoppers who had abandoned their online shopping cart in order to maximize results.
The introduction of dynamic product ads also helps retargeting campaigns to be more successful. However, with the current data landscape and policies undergoing significant changes, this is likely to challenge advertisers’ ability to apply these types of strategies to consumer behavior.
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