Growth Masterminds: mobile growth podcast

CTV's growing fast. But where does it fit in your marketing mix? In this Growth Masterminds, host John Koetsier chats with Peter Hamilton, Head of Ad Innovation at Roku. That talk about the role of Connected TV (CTV) in marketing, its evolution, and the ad experiences on Roku. They also explore the integration of Shopify, ad measurability, and targeting strategies. They also chat about new engagement modes on Roku that have vastly boosted conversions over QR codes. Watch or list to understand how CTV can serve different market verticals, from casual and hardcore gaming to D2C and FinTech. Don’t miss insights on how performance marketers can thrive using CTV. 00:00 Introduction to Growth Masterminds 01:26 The Evolution of CTV Advertising 04:19 Peter's Journey in Tech and Marketing 12:18 Roku's Ad Innovations 23:41 Measurability in Advertising 24:39 Performance Marketing Insights 25:16 The Role of QR Codes and Click-Through Paths 27:50 The Importance of Remote Controls in TV Ads 32:14 Shoppable Ads and Shopify Integration 37:32 Strategies for Different Verticals 43:42 Future of CTV Ads

Almost all growth marketers want diversification. Diversification was almost unanimously chosen as a key focus by over 100 UA pros when I recently asked them during a webinar. So how do you do it? In this episode of Growth Masterminds, we chat with Angelina Marmorato, VP at Lemma, about omnichannel via emerging (and old!) media. Omnichannel is kind of an old world in digital marketing, but maybe it's time to revive it. We talk about digital out of home (DOOH), connected TV (CTV), and audio, including both podcasts and radio, which is increasingly available via programmatic purchasing. We also chat about the challenges and potentials of each platform, highlighting their relevance for performance marketers, plus key strategies for targeting, audiences, and measurement. 00:00 Meet Angelina Marto: VP at Lemma 01:23 Understanding Omnichannel Platforms 01:50 Exploring Emerging Media 02:51 The Evolution of Out-of-Home Advertising 03:55 The Rise of Digital Radio and Podcasts 05:20 The Nostalgia of Traditional Radio 07:08 Hyper-Local Targeting in Advertising 08:24 The Explosion of CTV 10:52 Challenges and Opportunities in CTV 15:41 Gotchas and Measurement in New Media 21:40 Final Thoughts and Insights

What can AI do for your creative? How about 6X'ing your output? Or automating winners and losers? Or saving you the awful, horrible non-creative grunt work of making hundreds of variations for testing? In this episode of Growth Masterminds, host John Koetsier interviews Hagop Hagopian, the founder and CEO of Appvertiser. They chat about AI's role in creative quality and quantity, the use of specific AI tools, balancing AI-generated content with human creativity, and the best strategies for growth marketers to adopt AI tools. They also talk about the future of AI in growth marketing and the potential of building custom AI models for superior performance. 00:00 Introduction to AI in Creative Work 00:22 The Role of AI in Modern Marketing 00:42 Guest Introduction and Initial Thoughts on AI 06:04 AI's Impact on Creative Quality 11:28 AI Tools for Creative Quantity 19:29 Automating Creative Testing with AI 25:20 Future of AI in Growth Marketing 28:39 Conclusion and Final Thoughts

What ad formats will skyrocket your app? What publishers will grow downloads faster? In this episode of Growth Masterminds, host John Koetsier chats with Tomas Yacachury from Kaizen about its latest Programmatic Inventory. They discuss 6 different nations: 1. The US 2. UK 3. Germany 4. India 5. Brazil 6. Japan In Japan, manga is king, so native ads work great. In Brazil, Spotify is huge, so video ads work well. In India, TrueCaller is huge and banners are essential. Each nation has its own cultural heritage and hit publishers, meaning that each nation needs a slightly different mix of ad strategies and partners. John & Tomas talk pricing, formats, publishers, and much more ... 00:00 Introduction and Welcome 01:30 Overview of the Programmatic Inventory Index 05:09 Deep Dive into Ad Formats and Categories 14:17 Country-Specific Insights 14:25 Ad Pricing Segmentation and Strategy 26:57 Conclusion and Final Thoughts

This is the potpourri episode: the everything everywhere all at once of growth marketing podcasts. Growth Masterminds host John Koetsier sits down with industry expert Marcus Burke, who brings over 12 years of experience in user acquisition and growth marketing with companies like InnoGames and Blankist, and is now a UA consultant. We dive into the effectiveness of free trials in subscription apps, targeting strategies on major platforms like Meta and LinkedIn, the unexpected power of static ads in digital campaigns, the complexities of ad performance measurement, including Apple's SKAdNetwork, and much more. We also learn tips for optimizing your tech setup for superior campaign results, setting up retargeting strategies, making attribution models work, and creating compelling web funnels to drive engagement and conversions. 00:00 Introduction to Growth Masterminds 00:43 Meet Marcus Burke 04:49 The Impact of Free Trials on Business 10:03 Understanding Meta's Multiple Channels 15:09 The Role of Static Images in Advertising 17:19 The Rise of Web Apps 18:47 Innovative MarTech Solutions 19:33 Web vs. App Onboarding 20:11 Effective Web Funnel Strategies 24:18 Challenges in Attribution and Measurement 30:03 The Future of Attribution 37:31 Optimizing Signal for Better Performance 40:27 Conclusion and Final Thoughts

Can you boost mobile ad performance 30% or more with the right end card? The answer is a definite maybe. :-) In this episode of Growth Masterminds, host John Koetsier discusses the effectiveness of end cards in mobile advertising with Avi Cohen, a creative lead at Bigabid. They explore the challenges of determining the optimal length and format for mobile ads, shifting industry trends toward longer ads, and the importance of end cards in ad performance. Avi shares insights from his experience, emphasizing the significance of testing and creativity in developing end cards. The episode reveals the complexity of creative testing and the potential impact of unique end cards on advertising success. Tune in to discover strategies for leveraging end cards to maximize conversion rates and user engagement. 00:00 Introduction to Effective End Cards 02:03 Diving into End Card Formats 03:02 The Psychology Behind End Cards 03:36 The Evolution of Mobile Ad Lengths 06:09 Testing and Best Practices 09:03 The Importance of End Cards 13:40 Real-World Examples and Success Stories 21:54 Encouraging Creativity and Breaking Rules 24:34 Final Thoughts and Key Takeaways

What will Unity focus on under its new CEO, Matt Bromberg? In this episode of Growth Masterminds, host John Koetsier talks with Unity's new CEO, Matt Bromberg, about the company's recent developments and future goals. They discuss Unity's controversial pricing model change, the importance of Unity in the gaming industry, and the challenges of profitability. Bromberg shares insights on Unity's role in mobile game development, AI integration, data-driven advertising strategies, and the company's unique position in the gaming and broader app economy. The conversation emphasizes focus, innovation, and the potential for growth within the competitive landscape of mobile advertising. 00:00 Introduction to Growth Masterminds 01:14 Unity's Role in Gaming 04:05 Monetization Strategies and Ad Network Potential 10:49 AI and the Future of Game Development 17:31 AI in Advertising and Final Thoughts

CAPIs are everywhere right now. And for some advertisers, conversion APIs are the way to ensure they and their ad partners have enough data quickly enough to optimize campaigns and grow faster. In this episode of Growth Masterminds, we chat about CAPIs in today's advertising landscape with Mike Gadd, Customer Success Director for EMEA & India at Singular. We explore what CAPS are, why they exist, and their growing importance with platforms like Meta, Google, TikTok, and more. Mike explains how CAPIs offer more efficient ways to manage data and optimize ad campaigns compared to traditional methods like pixels. The discussion also covers the challenges of implementing CAPIs, who benefits from them, and the diverse use cases across web, app, and multi-platform marketing. Tune in to learn how CAPS can elevate your advertising strategy and streamline your data integration. 00:00 Introduction to CAPIs and Growth Masterminds 01:00 Understanding CAPIs: What They Are and Why They Exist 03:18 The Impact of iOS 14.5 and App Tracking Transparency 05:47 Who Uses CAPIs and Why? 07:30 Challenges and Solutions in Implementing CAPIs 09:37 Use Cases and Benefits of CAPIs 13:03 Getting Started with CAPIs: Tips and Recommendations 15:49 Conclusion and Further Resources

What are the 8 biggest mistakes people make in user acquisition? (Some are going to surprise you.) In this episode of Growth Masterminds, host John Koetsier sits down with Lorenzo Rossi, co-founder and head of growth at Replug. They delve into crucial aspects such as tracking and measurement, targeting, Apple search ads, Android and iOS strategies, and wrong KPIs. Lorenzo shares in-depth insights on why having an improperly set up MMP can sabotage your efforts, the pitfalls of lazy targeting especially on platforms like Meta, and why a one-size-fits-all creative strategy can be detrimental. They also emphasize the importance of a holistic marketing approach and understanding the correct KPIs to track. This episode is packed with valuable tips and strategies for anyone serious about optimizing their paid user acquisition efforts. 00:00 Introduction to Common Mistakes in Paid User Acquisition 01:28 No MMP or Improper MMP Setup 04:29 Sloppy Targeting on Meta 10:26 Over-Reliance on Apple Search Ads 17:15 Platform-Specific Content Strategies 18:32 Adapting Creatives for Different Platforms 20:38 Common Mistakes in Ad Campaigns 23:42 Holistic App Marketing Approach 25:53 Onboarding and User Experience 28:18 Looking at the Right KPIs 31:16 Exploring Diverse Paid UA Strategies 34:37 Conclusion and Final Thoughts

User acquisition via OEM is changing massively. What used to be a simple pre-install that maybe no-one ever saw is evolving into 3 different types of app installs for new device owners and HUNDREDS of ad opportunities in OEM apps and on-device experiences. Join John Koetsier on Growth Masterminds as he chats with Ashwin Shekhar, CRO of Avow about the differences, cost benefits, and downsides of various install experiences including factory preload, out-of-box recommended apps, and Google's Play Auto Install system. We also chat about Avow's role in managing Samsung's Galaxy App Store ad inventory in Europe and the implications of the Digital Markets Act on third-party app stores. 00:00 Introduction to Growth Masterminds 01:36 Factory Preload Explained 03:21 Out-of-Box Experience 04:12 Google Play Auto Install 06:01 Targeting and Engagement 09:10 Cost and Metrics 10:50 Samsung Galaxy App Store Management 12:46 Third-Party App Stores and Digital Markets Act 20:16 OEM Ad Networks and Display Ads 23:58 Conclusion and Final Thoughts

Q4 is the golden quarter. It's when many businesses make it or break it? How can you dominate growth in Q4 2024? We're doing 3 webinars in 3 days on exactly that ... listen in for what's going on, and find the link to sign up right here: https://lp.singular.net/dominating-q4

Can you imagine creating a game with your voice? It's kind of the ultimate low code, no code scenario. In this Growth Masterminds, Roblox chief scientist Morgan McGuire chats with host John Koetsier about the future of AI in games. With 380 million monthly users, Roblox is at the forefront of AI-driven game development and community building. They discuss groundbreaking advancements in generative AI, safety moderation, and real-time interactions. They also chat about how AI is democratizing game creation, enhancing safety with voice moderation, and preparing for a future where games can be made entirely with voice commands. 00:00 Introduction to AI in Game Development 01:30 Roblox's 4D AI Initiative 03:26 Roblox's Impressive Growth 07:50 AI and Safety on Roblox 10:45 Voice Moderation and Future Plans 20:11 Open Model and Voice Safety Breakthroughs 20:47 Native Language Translation and AI Insights 22:08 Human Communication and Cultural Commonalities 23:50 AI Moderation and Future Potential 25:22 Generative AI and Content Creation 25:53 Roblox's Growth and User-Generated Content 28:09 AI Tools for 3D Content Creation 31:01 Quality and Community in Roblox 34:15 Social Roleplaying and Unique Experiences 36:07 Challenges and Future of AI in Gaming 39:27 Conclusion and Final Thoughts

How do you do your most impactful work as a growth marketer? How do you avoid being busy, checking off tasks, doing “good work” … but maybe not doing the most impactful things? In this episode of Growth Masterminds, Host John Koetsier is joined by Hannah Parvaz, an award-winning marketer and the founder of growth agency Aperture. They discuss how impactful work as a growth marketer should be a company-wide focus led by the CEO, and Hannah shares her approach to determining the most impactful tasks, breaking down growth into actionable steps using prioritization frameworks, and the importance of maintaining a seamless flow from ads to the product experience. She highlights her methodologies for idea brainstorming, product flow integration, and cohesive team collaboration to achieve significant business growth. Join them for insights into effective growth strategies and practical tips for scaling your business. 00:00 Introduction to Growth Mastermind 02:16 Hannah's Recent Activities and Achievements 05:52 The Importance of Prioritization in Growth Marketing 11:12 Full Funnel Approach and Team Collaboration 16:52 Defining the Growth Role 18:31 Building a Growth Team 20:10 Prioritizing Growth Initiatives 24:05 Testing and Iteration 26:02 Aligning Ads with Product Experience 32:46 Full Funnel Approach 33:58 Conclusion and Final Thoughts

What is the super-important topic we are not talking about in mobile gaming? Player motivations. We talk about a lot in growth marketing for mobile games ... retention ... CPI ... core loops ... game economies ... targeting ... and more. But we often forget to take player motivations into account. In this Growth Masterminds, host John Koetsier chats with Google's Mobile Gaming Analyst and Apps Lead Mariusz Gasiewski. We dive deep into the crucial topic of player motivations in mobile gaming, analyze why understanding player motivations is essential, how they variy across cultures, and its impact on user acquisition, marketing strategies, and game design. 00:00 Introduction to Growth Mastermind 01:33 The Untouched Topic in Mobile Gaming 02:50 Understanding Player Motivations 04:30 Cultural Differences in Gaming 10:52 Impact on Game Publishers 14:51 Marketing Strategies for Player Engagement 20:03 Challenges and Opportunities in the Gaming Industry 27:32 Conclusion and Final Thoughts

Fintech funding and valuations are down, but growth is still hot at 21% CAGR. In this episode of Growth Masterminds, host John Koetsier chats with Self Financial's growth marketing lead Paul Kovalski. Paul shares insights on the challenges and opportunities of multi-platform acquisitions, measurement complexities, and effective bidding and optimization strategies. They delve into the significant differences between marketing for finance and mobile games, targeting high-demand audiences, and the role of compliance in advertising. Paul also explores the advantages of humor in ads and the potential of generative AI in creating ad copy. 00:00 Introduction to Multi-Platform Acquisition 01:14 The Rollercoaster Ride of FinTech 02:51 Key Differences in FinTech User Acquisition 04:08 Challenges and Strategies in Multi-Channel Marketing 06:13 Understanding Customer Behavior in FinTech 14:16 Navigating Legalities and Compliance 26:39 The Future of FinTech Marketing 29:01 Conclusion and Final Thoughts

How do you sell your mobile app? Sometimes you're just not the right person or company to take your app to the next level. You need more cash, or you need marketing expertise that you don't have. Well, then you might need to sell your app to another publisher, studio, investor, or app aggregator. Welcome to Growth Masterminds! In this episode, host John Koetsier chats with app sales expert Charlie Ryan, founder of AppFlip. They chat about why publishers might want to sell their apps, who is looking to buy them, and how to value an app. With insights on evergreen app categories, the shift to subscription models, and the complexities of app acquisition, this episode is a goldmine for anyone interested in selling -- or buying -- a mobile app. 00:00 Introduction to App Aggregators 01:17 Why Publishers Sell Their Apps 02:46 Who Buys Apps and Why 07:07 Valuing Mobile Apps 13:21 Popular App Categories and Trends 19:38 Advice for Small Publishing Houses 22:41 Common Oversights When Buying Apps 24:24 Conclusion and Final Thoughts

How do you achieve a 9-figure exit in mobile gaming? In this episode of Growth Masterminds, host John Koetsier chats with Daniel Stammler, co-founder of Kolibri Games, known for the Idle Tycoon series. Daniel shares his journey from dropping out of university in 2016 to selling his game studio to Ubisoft for a nine-figure sum. They discuss the appeal of idle games, the challenges faced entering a crowded mobile game market, and key strategies that led to their success, including rigorous research and an agile development process. Daniel also offers insights on the current mobile gaming landscape, investible opportunities, and the importance of balancing commercial sense with creative passion. 00:00 Introduction: Is It Too Late for Mobile Gaming? 00:54 The Appeal of Idle Games 02:15 Starting a Game Studio in 2016 03:39 Keys to Success: Luck and Strategy 06:02 Building and Launching the First Game 09:25 The Importance of Agile Development 13:18 Current Mobile Gaming Landscape 20:46 Investing in Mobile Games 26:21 Challenges and Future of Mobile Gaming 33:11 Conclusion: Insights and Final Thoughts

What data will you get when Google unleashes Privacy Sandbox for Android? And how will you need to set up your conversion models? Privacy Sandbox isn't fully here yet, but you can already check how you'll want to set up campaigns and what events or revenue you'd like to track. How? Using Singular's new simulator for Privacy Sandbox. As Google Ad ID phases out, the discussion focuses on how marketers can adapt and what data they can expect. In this Growth Masterminds, Singular's CTO Eran Friedman introduces the Privacy Sandbox Simulator tool that helps simulate potential scenarios and optimize data strategy. He and host John Koetsier cover various APIs within Privacy Sandbox, the customizability of data points, and the challenges of balancing data precision with noise. This episode is a must-watch for marketers seeking to understand and navigate the future of marketing analytics in a privacy-first world. 00:00 Introduction to Privacy Sandbox 01:13 Overview of Privacy Sandbox Features 02:40 Deep Dive into Attribution Reporting API 06:25 Exploring the Privacy Sandbox Simulator 10:55 Customizing Your Privacy Sandbox Setup 15:42 Practical Scenarios and Simulations 27:11 Conclusion and Next Steps

Do you need a Google-specific creative strategy? In this episode of Growth Masterminds, we chat with a former googler, now UA consultant, about why the answer is ... YES. Her name is Ashley Black, and host John Koetsier chats with her to unravel the complexities of Google's ad platform. Ashley, who spent nearly a decade at Google, discusses the critical importance of having a Google-specific creative strategy, the intricacies of different ad formats on YouTube, and tips for optimizing Google ad campaigns. They also delve into the challenges and strategies related to ad performance, data insights, and new developments like Apple's Ad Attribution Kit. Watch or listen to this episode to learn how to maximize your ad spend on the world's largest ad platform and get insider tips on succeeding with Google Ads. 00:00 Introduction to Google Ads and Creative Strategy 01:19 Transitioning from Google to Running a Growth Agency 04:25 Insights on Apple's Ad Attribution Kit 07:16 Understanding Google's Ad Placements and Creative Strategy 12:48 Optimizing Google Ads: Tips and Tricks 18:21 Optimizing Google Ads Campaigns 18:58 Challenges with iOS and Android 20:21 The Role of Trust in User Tracking 21:27 Comparing Google and Meta Platforms 23:48 Privacy Sandbox and Ad Tech 30:24 Final Thoughts and Tips for Google Ads

How do you pick an offer wall for your mobile app? There are dozens of tools and services ... how do you decide which one is best for you? In this episode of Growth Masterminds, we dive into the world of offer walls and their impact on app monetization and user acquisition. Join us as we chat with Alex Hrankin, CEO of Scrambly, and Massimo Caroli, founder of MAF, to uncover the best strategies for integrating offer walls into your app. Growth Masterminds host John Koetsier asked Alex and Massimo about the benefits, pitfalls, and important considerations when choosing the right offer wall for your audience ... including how and when offer walls could be bad for your app. Discover how to balance monetization without compromising user experience, why the loyalty and offer wall space is booming, and how to create engaging user journeys that drive retention and revenue. Tune in for expert insights on leveraging offer walls for sustainable app growth. 00:00 Introduction to Offer Walls 01:02 Understanding Offer Walls: Basics and Benefits 02:44 Monetization Strategies with Offer Walls 05:53 Challenges and Pitfalls of Offer Walls 09:46 Designing Effective Offer Walls 11:35 Choosing the Right Offer Wall for Your App 15:55 The Growing Popularity of Loyalty Apps and Offer Walls 19:00 Historical Context and Evolution of Offer Walls 24:23 Current Trends and Future Outlook 26:45 Conclusion and Final Thoughts