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Retargeting Creatives: Allow Me to Reintroduce Myself

By  Philippe Keang, Adikteev  ·  2 minute read

Key takeaways from UA Society Seoul with Philippe Keang, Creative Director at Adikteev

Retargeting often gets treated as a second run for your best-performing UA ads. But this mindset overlooks what makes retargeting truly effective. It isn’t about repeating the same message, it’s about reigniting a connection with users who already know your app.

Here are some of the most actionable insights and best practices shared at UA Society Seoul on how to approach retargeting creative with intention and impact.

Watch the video here: 

 

UA vs. Retargeting: Different Goals, Different Playbook

User acquisition campaigns focus on driving installs by sparking curiosity and explaining gameplay or features. Retargeting, in contrast, aims to:
  • Re-engage lapsed users
  • Encourage purchases or deeper usage
  • Reinforce loyalty and retention
Approaching retargeting as a continuation of the user journey, not a repeat broadcast, helps creative feel fresh and relevant.

Segment Before You Create

One of the most common pitfalls is treating all lapsed users the same. Strong retargeting starts with segmentation, such as:

  • Time since last session (recent, mid, or long lapsed)
  • Payment status (paying or non-paying)
  • Behavioral triggers (like abandoned carts, unlocked features, or reached milestones)
Each audience has different motivations. Tailored messaging consistently outperforms generic creative.

Matching Message to Audience

Examples of segment-focused approaches:

  • Recent lapsed users often respond to reminders about daily rewards or time-limited bonuses
  • Mid-lapsed users can be drawn back by showcasing new content or events
  • Long-lapsed users may need something that feels completely new, like a fresh game mechanic or feature
  • Non-paying users might be motivated by exclusive offers or first-purchase incentives
  • Paying users are more likely to engage with premium content updates
Using in-app references, such as item names or character titles, helps messages feel more familiar and personal.

Diversify Your Formats

While video and playables dominate UA campaigns, retargeting benefits from a broader creative toolkit.

  • Static ads still account for more than a quarter of retargeting spend. They reach placements where video doesn’t always fit and can drive strong engagement when messaging is relevant
  • Playables can go beyond tutorials. For example, a domino puzzle game might re-engage players with a memory game mechanic. A cashback app could let users scratch to reveal a promo code. A photo app might recreate the feeling of focusing a camera lens before browsing products
Mixing creative formats helps maximize reach and impact.

Best Practices to Elevate Retargeting

  • Personalize messaging to reflect user behavior and context
  • Use multiple creative types to reach different placements and audiences
  • Test creative length. Fifteen to thirty second videos work well, but longer cuts can access new inventory
  • Align messages to specific segments. One audience, one message
  • Don’t assume your top UA creative will work here. Relevance drives re-engagement.

Start a conversation with your users

Retargeting isn’t about shouting louder, it’s about saying something worth hearing. With thoughtful segmentation, clear creative strategy, and a variety of formats, it can become one of your most powerful growth levers.

If you’d like to explore how to build retargeting strategies that resonate, the Adikteev team is here to help you reintroduce yourself.