In order to understand the impact the Covid-19 pandemic has had on retargeting, AppsFlyer’s report looked at two different time frames: a year-over-year comparison of January and February from 2018 through 2020, and “pre-Covid-19 data” from the end of February 2020 through April 2020.
Overall, AppsFlyer found that on a global level, 30% of mobile apps run retargeting campaigns and 35% of conversions were driven by retargeting. The report also showed that between 2019 and 2020, there was a 10% rise in the percentage of apps running retargeting campaigns.
From 2018 through 2020, AppsFlyer found that the average share of retargeting conversions (the percentage of retargeting conversions among all non-organic conversions) increased 22% in Europe, 15% in Latin America and 13% in the Asia-Pacific region.
Shopping apps led all other verticals during that time period. Specifically, the average retargeting share in the shopping vertical increased 56% in Latin America, 37% in North America and 27% in Asia-Pacific between 2018 and 2020.
The report said, “Retargeting in shopping is a natural fit because direct-response campaigns encourage action, which drive purchases of products users expressed interest in. As such, shopping apps follow the path of desktop in this regard, where retargeting is extremely popular.”
When looking at the impact of the coronavirus in the U.S. specifically, AppsFlyer found that paid and owned media retargeting conversions increased 35% and 31% (respectively) from Feb. 24 through April 27.
Again looking at shopping apps, AppsFlyer found that owned media retargeting conversions rose “almost 50% from the week of March 31 to April 6 thorugh the end of April.”
The company added, “When lockdown began in the U.S., we saw a jump in installs, and the retargeting push followed suit (usually seven to 14 days after an install).”
You can view AppsFlyer’s full report here.