Flyerside Chats - Remerge discusses retargeting with AppsFlyer

In today’s app economy, retargeting is no longer optional - it’s essential. To unpack the strategies that drive results, AppsFlyer’s Director of Marketing, Jasper Radeke, sat down with Remerge Account Managers Kanae Prost and Shaun Garcia for a special Flyerside Chat. Together, they explored what successful remarketing looks like across industries like gaming, e-commerce, food delivery, and finance. From budget allocation to creative best practices, this discussion is a practical guide for marketers navigating busy holiday seasons and beyond.

Remarketing goals:

- How remarketing drives existing users into specific in-app content
- How remarketing reactivates churned or uninstalled users

Budget philosophy:

- Retarget throughout the year to build habits and loyalty
- Layer in Q4 spend when appropriate, instead of stockpiling budget only for holiday spikes

Seasonality & verticals:

- Finance apps peak around tax season
- Gaming focuses on content drops and in-app events
- Local holidays shape strategies region by region

Best practices in execution:

- Always deep link users to the right in-app destination
- Use data-driven inactivity windows (e.g. re-engage after 2 days, not a default 7).
- Tailor creatives to retargeting, avoid 'install' CTAs and use varied formats (video, native, rich media)
- Match messaging to platform differences - iOS and Android audiences respond differently

Myths debunked:

- Retargeting does not cannibalize UA if managed with the right inactivity windows
- Paid retargeting reaches users CRM can’t, especially those who opt out of push/email (explore our post on how in-app retargeting engages users beyond push and email).
- Retargeting is often 5-10x more cost-efficient than UA for driving revenue events

Vertical-specific insights:

- For subscription or food delivery apps, split campaigns between first-time buyers and churned payers
- Use behavioral insights (like 'midnight users') to inform cadence and offers

This Flyerside Chat highlights one core truth: consistent, data-driven retargeting beats one-off seasonal spikes. Marketers who balance always-on campaigns with strategic holiday boosts, lean on deep links, and tailor creatives to user context will see stronger ROAS and retention. Retargeting isn’t just a performance lever, it’s a long-term loyalty engine.