EContent: YouAppi Expands OneRun Platform
Feb 14, 2017
YouAppi, a mobile growth marketing platform for premium mobile brands, announced it has expanded its OneRun Platform to now include Re-engagement. According to data from YouAppi’s initial re-engagement campaigns, between 20-40% of inactive users re-engaged with their apps.
Most apps lose a majority of their users on the day they are installed. That’s why YouAppi’s OneRun platform, since the company’s founding in 2011, was developed to find profitable users based on Post-Install Events, and not to merely deliver installs. Therefore, the company’s machine learning technology is well-suited to finding the inactive users who downloaded an app and who today are most likely to re-engage.
YouAppi’s OneRun Platform begins app re-engagement by analyzing the Post-Install Event patterns of an app’s current high value and most active users to determine the relevant segments to target. The higher lifetime value users are allocated a higher priority within the targeting algorithms. Based on this segmentation analysis, the app re-engagement campaign begins by targeting inactive app users via programmatic (RTB) platforms as well as via direct inventory partners. Selected inactive app users are then targeted with deep-linked ads which bring inactive users directly to relevant content – be it the level of a game, a relevant retail product page, an appropriate video or article, etc. – to encourage the user to re-engage with the app.
As the re-engagement campaign progresses, YouAppi’s Optimization Engine maximizes campaign performance by utilizing machine learning algorithms to recommend the best days, dayparts, in-app partners, ad creative, deep links / placements, and re-engagement messages.