Growth Masterminds: mobile growth podcast

MMPs give you a strong foundation for measuring mobile campaigns. But what if that’s not enough? What if the data you’re missing could unlock faster growth, smarter user acquisition, and better ROI?That’s where Extract comes in. In this episode of Growth Masterminds, John Koetsier talks with Maayan Schor about why mobile marketers need a next-gen ELT and reverse ETL platform to move raw data in and out of their systems. From app stores to social to ad networks, Extract helps you pull it all together with your MMP data ... and make smarter decisions with more confidence.Leading, of course, to more growth.We cover:- Why there's more data than MMPs provide alone- How to access raw app store, organic social, and granular ad network data- Real-world use cases from top mobile marketers- How BI teams and marketers collaborate to make Extract work- Why flexibility and context are key to growth in mobile marketingIf you’re working in mobile marketing, user acquisition, data engineering, or growth analytics, this conversation is packed with insights you can use today.👉 Try Extract free: https://extract.to0:00 Intro – More data? More growth!1:05 What is Extract?3:00 Why MMP data isn’t enough5:10 App store data: reviews, ratings, revenue7:05 Organic social insights (TikTok, Instagram, Facebook)9:15 Granular ad network data and blind spots12:00 Near real-time bidding and budget data use cases14:30 ETL vs. Extract: what’s the difference?17:20 Flexibility: moving data where you need it20:00 Who’s using Extract: BI teams, marketers & beyond23:00 Getting started – free trial, 1M records/month

Add more ad network partners, and you get higher ROAS.That's what the data says.In this episode of Growth Masterminds, John Koetsier discusses the findings of a Moloco, Singular, and SensorTower report analyzing ad network mixes for consumer apps and games. Get the report here:http://bit.ly/46AnDqbJoined by Tom Shadbolt from Moloco and Gastón Laterza from Singular, they explore significant trends in mobile revenue, the importance of diversification in ad spending, and the impact of partner mix on return on ad spend (ROAS). The conversation dives into changing consumer behavior, engagement trends, and the future of mobile marketing strategies, emphasizing the need for marketers to adapt to the evolving landscape.00:00 Introduction to Ad Network Mix for Growth02:09 Trends in Mobile Revenue: Gaming vs. Consumer Apps07:13 The Importance of Diversification in Ad Spend14:40 Analyzing ROAS: The Impact of Partner Mix18:35 Understanding Consumer Behavior and Engagement Trends24:23 The Role of Independent Apps in the Ecosystem

Achieving LTV greater than CPI is the foundation of success in mobile growth ... obviously.But how do you consistently achieve that?With a full app lifecycle strategy.In this episode of Growth Masterminds, host John Koetsier speaks with Roberto Sbrolla, Head of Growth at AppAgent, about the critical importance of maintaining a higher Lifetime Value (LTV) than Cost Per Install (CPI) in mobile gaming. Roberto, a 15-year veteran in digital marketing, outlines key strategies and tactics to achieve this balance consistently. From understanding market positioning and leveraging creative strategies to optimizing user acquisition and monetization, this podcast delves into various levers that can be pulled to maintain a sustainable and profitable mobile game business. Whether you're looking to compete head-to-head with industry giants, find your niche, or innovate and create a new market, this episode offers valuable insights into making it happen.00:00 Introduction to Growth Masterminds00:51 The Importance of LTV and CPI in Mobile Games02:24 Strategies for Achieving Higher LTV than CPI02:41 Competitive Positioning in the Mobile Game Market04:22 The Role of Funding in Strategy Execution04:47 Niche Markets and Innovation13:55 The Importance of Market Research15:44 Leveraging CPI for Competitive Advantage17:18 Understanding Market Response and CPI17:54 The Role of Mini Games in CPI and Retention19:17 Monetization Strategies and Hybrid Models21:03 Campaign Types and Their Impact on ROAS24:55 Importance of Retention and Early User Experience31:57 Social Features and Their Impact on Retention33:31 Strategy vs. Luck in Game Development

Retargeting is one of the most powerful but misunderstood tactics in digital marketing. Too often, it's broken and marketers don't even know it.In this episode, I sit down with Paul Kovalski, head of marketing at Self Financial and host of the Efficient Spend podcast. Paul has driven more than $200M in revenue through paid media, and he brings a unique perspective on what really works in retargeting.We talk about: • The difference between paid and unpaid retargeting • Why incrementality is the key metric that most marketers miss • How fintech retargeting is different from retail or e-commerce • Why sometimes education beats the hard sell • The role of automation, MMPs, CDPs, and real-time audience updates • The hidden risks of “set it and forget it” automated campaignsIf you’ve ever wondered whether your retargeting spend is truly moving the needle — or just padding platform reports — this conversation is for you.00:00 Introduction to Marketing and Retargeting00:29 Meet Paul Kovalski01:34 The Goal of Retargeting in FinTech01:58 Paid vs. Unpaid Retargeting Strategies04:05 Infrastructure for Paid Retargeting05:38 Effective Messaging and Creative Strategies07:01 Measuring Incrementality in Retargeting08:16 Challenges and Considerations in Retargeting10:10 Impact of iOS Changes on Retargeting11:51 Conclusion and Final Thoughts

Can AI really transform your ad creative workflow? In this episode of Growth Mastermind, host John Koetsier sits down with Andre Kempe, CEO of Admiral Media, to dive deep into the real-world impact of AI on creative ad production and performance marketing.Discover how Andre and his team have moved beyond one-off AI experiments to build systematic, automated workflows that generate hundreds of ad variations in minutes. Learn about the tools they use, the challenges of integrating AI into creative teams, and why some clients are pushing back against AI-generated content.Key topics include: - How to systematize AI for marketing and creative work - The evolving role of creatives in an AI-driven world - Real results: Do AI ads outperform traditional UGC? - The future of AI in ad generation and performance marketingWhether you’re a marketer, agency leader, or just curious about the future of AI in advertising, this candid conversation offers practical insights, honest results, and a look at what’s next.00:00 – Introduction: Can AI revolutionize brainstorming and ad creation?00:21 – Meet Andre Kempe, CEO of Admiral Media00:42 – How Andre started using AI in marketing01:36 – Moving from AI experiments to systematic workflows03:20 – Building automated ad generation systems05:00 – Tools of the trade: Make, N8N, and more07:00 – The evolving role of creatives in an AI world10:00 – Client reactions: Pushback on AI-generated ads13:10 – Comparing AI ads vs. traditional UGC performance15:00 – The future: Bionic ads and blending human + AI creativity17:00 – What’s next for AI in ad generation and marketing👍 If you enjoyed this episode, don’t forget to like, comment, and subscribe for more expert interviews and growth marketing tips!#AI #Marketing #AdTech #GrowthMasterminds #AndreKempe #AdmiralMedia #JohnKoetsier

What do mobile analytics and marketing measurement look like in 2025? In this episode of Growth Masterminds we chat with Barbara Galiza, a seasoned marketer, entrepreneur, and founder of FixMyTracking.Barbara shares insights from her rich career journey in growth marketing, touching on the complexities of modern marketing measurement, the impact of Apple's ATT guidelines, and the challenges of cross-device tracking. We discuss click-based attribution's limitations and the importance of understanding and leveraging multiple data sources. Barbara and host John Koetsier provide practical advice on dealing with mobile measurement partners (MMPs) and emphasizes the importance of both reporting and real-time campaign optimization. Tune in for an in-depth look at navigating today's evolving digital marketing landscape.00:00 Welcome to Growth Masterminds01:18 Meet Barbara Galiza01:54 Barbara's Career Journey03:50 The Importance of Marketing Data05:56 Understanding Marketing Measurement09:03 Challenges in Attribution and Tracking11:44 The Future of Marketing Measurement14:04 Practical Tips for Marketers22:56 Concluding Thoughts

Imaging spending $100M for user acquisition. Or managing $3M a week.Daunting?In this episode of Growth Masterminds, we chat with Vytis Bareika , founder and CEO of Defined Chase. Vytis shares his journey of managing over a hundred million dollars in ad spend, scaling projects across web, mobile, and web3, and helping mobile games achieve over a billion downloads. We chat about various aspects of horizontal scaling, including adding new channels and partners, effective ad spend management, and the significance of brand awareness. Vita also shares insights on using web to app funnels, leveraging AI in marketing, and the role of creative strategies in today's advertising landscape. Tune in to learn the best practices for scaling your digital marketing efforts and ensuring long-term success.00:00 Introduction to Growth Masterminds00:34 The Journey to Managing Massive Ad Budgets02:10 Understanding Horizontal Scaling04:40 Strategies for Adding New Partners07:22 Creative Strategies for Different Channels09:37 Analyzing User Engagement and Creative Performance12:09 Hidden Gems in Apple Search12:38 Singular's Quarterly Trends Report13:16 The Importance of Brand Awareness16:14 Re-engagement Strategies17:33 Web to App Marketing23:24 Future Trends in UA Performance Marketing24:34 Conclusion and Final Thoughts

What works in retargeting for mobile games? Host John Koetsier spends some time with Gamelight CEO Gunay Azer about segmentation, offers, LTV, timing, and much more around effective strategies for retargeting in mobile gaming. Tune in to discover the best practices, challenges, and future trends in retargeting and remarketing for 2025, especially in the context of iOS privacy restrictions and Android user segmentation. Learn how to optimize your retargeting campaigns to maximize user engagement and return on investment. Whether you're new to user acquisition or looking to refine your strategies, this insightful discussion offers valuable perspectives for growth marketers.00:00 Introduction to Retargeting01:00 The State of Retargeting in 202503:49 Best Practices for Retargeting09:37 Challenges and Common Mistakes12:32 Retargeting on iOS vs. Android19:54 Future of Retargeting20:54 Conclusion and Upcoming Events

Are rewarded ad channels the revenge of the humans on the AI-driven programmatic RTB scene? And where do rewarded or incentivized ad channels fit for mobile user acquisition pros?In this episode of Growth Masterminds, host John Koetsier dives deep into the world of rewarded channels and their explosive growth with guest Roee Raz, former CEO of CashCow and current head of Payback. They discuss the evolution of rewarded advertising, its current trends, and the challenges associated with it, such as user churn and fraud. Roy shares insights from his extensive experience in the gaming and ad tech space, emphasizing the importance of knowing your product and the potential future of rewarded channels. Tune in to learn how to leverage rewarded ad networks for better user acquisition and long-term value.00:00 Introduction to Rewarded Channels00:45 Interview with Roee Raz02:45 The Evolution of Rewarded Advertising04:46 Challenges and Strategies in Rewarded Advertising06:13 The Future of Rewarded Channels16:35 User Quality and Engagement28:04 Fraud in Rewarded Channels31:05 Conclusion and Final Thoughts

Tilting Point just raised $150 million for user acquisition. In other words, it could be used to scale your game (or app!). In this episode of Growth Masterminds, host John Koetsier chats with Asi Burak, Chief Business Officer at Tilting Point about what they look for in a game or app.They talk about improving monetization and retention in games, the importance of data and iteration, and how Tilting Point successfully scaled marketing for major titles like SpongeBob, Star Trek, Warhammer, and more. Burak shares insights on Tilting Point's unique business model, which offers non-dilutive marketing capital and expert UA strategies. They delve into the evolution of the mobile gaming market, cross-platform opportunities, and the future of game monetization. This episode is packed with valuable advice for developers looking to scale their games and maximize their revenue.00:00 Introduction to Growth Mastermind's Podcast02:12 The Evolution of Tilting Point05:05 Funding and Investment Strategies08:12 The Importance of Data and Expertise10:14 Challenges and Adaptations in UA12:22 Collaborating with Developers for Success16:18 Investor Expectations and Negotiations16:50 Non-Dilutive Funding Model18:21 Advice for Indie Developers19:25 Persistence and Success Stories21:45 Investment Strategies and Game Potential24:13 Future of Gaming Industry28:31 Cross-Platform and B2C Trends30:16 Conclusion and Final Thoughts

Do you need an MMP if you just use Google? Or Meta? Or TikTok, or Apple Ads? Interestingly, you really, really do, even if you're using the free tier, because it unlocks so much more data and insight.In this episode of Growth Masterminds, host John Koetsier sits down with Owen Farmer from Dynamic Apps to explore the world of app development and marketing. Owen shares his journey of creating apps since the age of 13, and the success story of his popular vocabulary app, Word Power. We talk about the importance of marketing measurement platforms (MMPs) like Singular, the critical role of creative in Meta ads, and the strategies behind effective paid marketing campaigns. Owen also discusses his transition from organic growth to leveraging Apple Search Ads and Meta ads, as well as his decision to adopt a subscription model. This episode offers valuable insights for both new and experienced app developers and marketers, highlighting the importance of focus, user expectations, and aligning product development with marketing strategies.00:00 Do you really need an MMP?01:46 Owen's Journey: From Timer App to Vocab Success04:59 Marketing Strategies: From Organic to Paid06:15 The Role of Meta Ads and Campaign Optimization08:22 Subscription Models and Monetization15:34 Balancing Product Development and Marketing20:51 The Importance of Focus and Product-Market Fit22:50 Conclusion and Final Thoughts

Web-to-app funnels are huge in subscription apps. Andrey Shaktin has optimized more than 3,000 web-to-app funnels, and he's sharing 10 top tips for optimizing funnels ... including 1 that boosts your revenue 20%.In this episode of Growth Masterminds, we dive deep into optimizing web-to app funnels with Andrey Shaktin, CEO of FunnelFox. We explore best practices for building and scaling subscription app funnels, discuss the commonalities and differences across various verticals, and offer tips for effective user acquisition and conversion strategies. Andrey shares his extensive experience from creative testing and landing page design to payment flow optimization and the role of AI-generated content in modern funnels. Discover the essential elements of successful funnels, learn what to avoid, and get insights into launching and optimizing multiple funnels. Whether you’re a seasoned growth marketer or a newcomer, this episode is packed with valuable takeaways to help you enhance your funnel performance and drive revenue growth.00:00 Introduction to Growth Masterminds00:34 Common Traits of Successful Funnels00:59 Vertical Differences in Funnel Usage02:13 Essential Elements of a Funnel02:27 Tips for Approaching Funnels03:37 What Not to Do in Funnels05:42 The Role of AI in Funnels06:56 Multiple Funnels for Different Audiences10:24 Building Effective Start Landing Pages18:37 Importance of Email Collection21:06 Critical Aspects of Paywalls23:07 Optimal Funnel Length25:11 Geographical Differences in Funnels26:02 Effective User Acquisition Channels27:22 Conclusion and Final Thoughts

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding.What does that mean? Is that a good thing? Bad thing? What are the impacts?In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th. They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers. They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games. Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers.00:00 Introduction to App Monetization00:53 Understanding Waterfall and Real-Time Bidding05:59 Challenges and Changes in Ad Mediation13:15 Impact of Bidding on Revenue and CPMs14:50 The Impact of Performance and Revenue Distribution15:17 Transparency in Ad Auctions15:56 AppLovin's Dominance and Mediation16:30 The Shift from Ad Monetization to User Acquisition20:32 Segmentation and Ad Experience23:15 Expanding Ad Audiences in Mobile Games26:19 The Future of E-commerce Ads in Gaming29:26 Conclusion and Final Thoughts

Can you trust your growth data?Bottom line … can you trust the data you use to grow?This is a special LIVE episode of the Growth Masterminds podcast. We’re live on LinkedIn, YouTube, and Facebook.We're here to answer a critically important question- When Meta says you got 20,000 installs ... can you trust it?- When Google says that … can you?- How about TikTok?- Or any other partner?We’re not talking about deliberate deception of courseWe’re talking about modeling- AEM- ADC- The new ICM on GoogleIs it accurate?Because the problem we’re seeing is thatThere are massive discrepancies - Between ad network data- App Store Connect- SKAN- First-party data- MMP data?We’re going to dive into this today and solve it (!!!) with the help of some very special guests.- Hannah Parvaz - App marketer of the year - Leads Aperture agency- Sara el Bachri - Sara is a gaming growth consultant - Former Gameloft UA manager - Leads SHAMSCO, her agency- David Vargas - UA consultant - UA manager for Splitmetrics - Partnership manager for Acorns- Eran Friedman - Cofounder and CTO at Singular - Serial entrepreneur - Eran is a very unusual CTO … he is talking to customers in person, live, or on Slack basically every single day, so he's super in tune with what's going on ...

AI is changing everything in marketing. Targeting, measurement, creative, content, budgets, optimization ... everything.In this Growth Masterminds host John Koetsier welcomes Lior Elden, COO of Moburst. They chat about how AI is revolutionizing the landscape of mobile marketing. Learn about the latest integrations of AI with cloud systems that allow marketers to directly interact with their data, addressing questions like campaign effectiveness, ad performance, and creative longevity. Dive into stimulating conversations on the role of AI in analysis, creative messaging, content creation, budget optimization, and targeting. Discover insights on customized AI applications, the evolving measurement ecosystem, and the exciting potential of personalized marketing strategies. Don't miss this comprehensive overview of how AI is shaping the future of mobile marketing.00:00 Introduction: The Impact of AI on Mobile Marketing00:31 The Shift in Search Behavior Due to AI01:23 Optimizing Marketing Strategies with AI02:20 AI in Campaign Analysis and Data Democratization09:21 Creative Uses of AI in Marketing13:00 AI-Driven Messaging and Content Creation18:19 Budget Optimization with AI21:26 Targeting and Audience Segmentation with AI25:09 The Future of AI in Marketing Teams27:44 Conclusion: Getting Started with AI in Marketing

What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about:- Safari’s advanced fingerprinting protections and expanded link tracking prevention- Apple’s on-device AI and privacy-preserving features- The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attributionThere are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers.00:00 – Introduction & what’s new at WWDC 202500:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview00:49 – Safari: Advanced fingerprinting protections01:10 – Blocking fingerprinting APIs and suspicious scripts01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)02:18 – Impact on marketers and web-to-app flows03:07 – Apple’s on-device AI and privacy-preserving features03:32 – Live translation, call assist, and visual intelligence03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing04:41 – Overlapping re-engagement windows explained05:04 – Configurable attribution windows (per network, interaction, global)06:07 – Attribution cool down periods for installs and re-engagement08:08 – Country codes in postbacks for better geo-targeting08:58 – Easier AAK testing for developers09:41 – Industry adoption challenges for AAK and SKAN10:34 – Google, Meta, TikTok, Snap: current attribution solutions11:48 – Final thoughts & call for feedback#wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

How do you unlock insights from all your creative to make your ads work better? Singular's releasing Creative IQ for AI-powered insights to make your creative optimization even better, helping you drive huge performance gains.In this Growth Masterminds host John Koetsier chats with the product manager leading development of Creative IQ, Lisi Gardiner. They discuss the key challenges markers face with ad creative, the incredible responsiveness of the new Creative IQ gallery view, how Creative IQ enhances creative data analysis, and the power of AI tagging to optimize ad performance. You'll also see how how Creative IQ helps marketers enhance cross-functional collaboration, maximize ROI with detailed, AI-driven insights, and generate unstoppable creative growth. Tune in for an in-depth look at how this revolutionary tool is set to transform creative marketing in 2025 and beyond.00:00 Introduction to the New Gallery View00:37 The Evolution of Creative Testing01:27 Understanding the Problem04:15 Creative IQ Features and Benefits08:22 AI Tagging Explained12:35 Creative ROI and Gallery View14:07 Cross-Functional Collaboration14:57 Early Feedback and Future Plans18:05 Conclusion and Final Thoughts

Should you be making web funnels for your mobile apps? In this episode of Growth Masterminds, host John Koetsier chats with Igor Lyubimov, CEO of web2wave about the benefits of web funnels for mobile apps. Igor explains how web funnels can significantly improve app revenue through better conversions, higher lifetime value (LTV), and more efficient marketing strategies. They dive into the intricacies of setting up effective web funnels, optimizing them for different app categories, and the role of platforms like Meta in achieving these goals. Igor also highlights the common pitfalls and best practices in creating high-converting web funnels.00:00 Introduction to Web Funnels01:01 Understanding the Benefits of Web Funnels02:02 Challenges and Solutions in Web Funnels03:51 Optimizing Marketing and Attribution07:51 Expanding Revenue Opportunities13:17 Practical Tips for Small Startups16:26 The Role of Meta in Web Funnels21:16 Connecting Web to Mobile26:56 Key Features of a Good Web Funnel35:20 Exploring Different Verticals39:10 Conclusion and Final Thoughts

Does smart contextual data in CTV produce insane results? Host John Koetsier chats with Upwave's Chris Kelly about new research on CTV targeting and measurement that is showing some massive boost when you target ads to actual video content.Chris explains the effectiveness of contextual targeting in increasing awareness, ad recall, and favorability, citing impressive case studies such as Carl's Jr.'s success. We also talk about the challenges and strategies of connecting performance branding with performance marketing, offering insights into measuring the real impact of brand advertising on future sales and customer lifetime value. If you're a growth marketer looking to optimize your CTV ad campaigns, this episode is packed with valuable insights and practical advice.00:00 Welcome to Growth Masterminds01:07 Understanding Contextual Targeting in CTV03:51 Measuring Brand Outcomes with Contextual Targeting09:04 Performance Branding vs. Performance Marketing12:47 The Importance of Brand Building for Businesses16:43 Connecting Brand Metrics to Sales21:58 The Role of Advertising in Consumer Behavior25:09 Conclusion and Final Thoughts

What are the best ad networks in the world? Where can you get the best ROI and the most ROAS? The Singular ROI Index is the longest-running global ROI report, and we've just released a new version for 2025 with all the answers.In this solo episode of Growth Masterminds, host John Koetsier delves into the recently released Singular ROI Index for 2025. He highlights the extensive data behind the report, which includes trillions of ad impressions and billions of app installs. John introduces new features such as the Singular ROI Quadrant and the separation of scaled versus growth ad partners. He also provides specific insights into regional ad networks and the rising trend of incentivized ad networks. Additionally, he touches on the surprising resilience of X (formerly Twitter) in niche markets and the competition between industry giants like AppLovin and Moloco. This episode is packed with valuable information for marketers looking to optimize their ad spend and discover new high-performing networks.00:00 Introduction to Growth Masterminds00:56 Breaking Down Ad Networks01:39 New Features in the ROI Index02:34 Exploring the Singular ROI Quadrant04:41 Regional Insights and Top Ad Networks06:15 The Golden Nine and Apple Ads07:24 Incentivized and Rewarded Ad Networks08:18 Reddit's Advertising Potential09:18 Twitter's Transition to X10:11 AppLovin vs. Moloco11:28 Conclusion and Final Thoughts