Mobile-to-Mobile Retargeting Comes to Drawbridge

Allison Howen
by Allison Howen 26 Jul, 2013

If you're looking for a way to amp up your mobile advertising strategy, look no further than Drawbridge.


The cross-device advertising platform has added a mobile-to-mobile retargeting solution to its Cross Device Retargeting Suite. Marketers can use the tool to retarget consumers across both mobile apps and the mobile Web. Ads are displayed to users that fulfill any combination of criteria set by the marketer, like a consumer who has turned mobile app alerts off, a prospect who has not yet made a first purchase or a prospect that love sales on specific items, such as household decor.


The product is being launched after successful trials with several m-commerce companies. In fact, Drawbridge states that early results found marketers who targeted lapsed users achieved more than 100 percent Return on Ad Spend (ROAS) in less than three weeks, while marketers who targeted active user groups obtained 100 percent ROAS within a single day.


"Marketing efforts in mobile have been concentrated in new user acquisition, as marketers scrambled in the land grab that mobile offered as a platform. However, many marketers have already acquired millions or even tens of millions of users; they now need to turn their attention to tools and techniques that allow better engagement marketing toward this user base," said Drawbridge Founder and CEO, Kamakshi Sivaramakrishnan. "Techniques for reengagement have been commonly employed in the desktop Web, and have even been employed in-app; we are finding, though, that new techniques are highly effective in mobile marketing."