Growth Masterminds: mobile growth podcast

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 Funnels

01:01 Understanding the Benefits of Web Funnels

02:02 Challenges and Solutions in Web Funnels

03:51 Optimizing Marketing and Attribution

07:51 Expanding Revenue Opportunities

13:17 Practical Tips for Small Startups

16:26 The Role of Meta in Web Funnels

21:16 Connecting Web to Mobile

26:56 Key Features of a Good Web Funnel

35:20 Exploring Different Verticals

39:10 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 Masterminds

01:07 Understanding Contextual Targeting in CTV

03:51 Measuring Brand Outcomes with Contextual Targeting

09:04 Performance Branding vs. Performance Marketing

12:47 The Importance of Brand Building for Businesses

16:43 Connecting Brand Metrics to Sales

21:58 The Role of Advertising in Consumer Behavior

25:09 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 Masterminds

00:56 Breaking Down Ad Networks

01:39 New Features in the ROI Index

02:34 Exploring the Singular ROI Quadrant

04:41 Regional Insights and Top Ad Networks

06:15 The Golden Nine and Apple Ads

07:24 Incentivized and Rewarded Ad Networks

08:18 Reddit's Advertising Potential

09:18 Twitter's Transition to X

10:11 AppLovin vs. Moloco

11:28 Conclusion and Final Thoughts

Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex.

There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled.

You name it, there's MORE of everything.

But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER.

Makes sense?

Insane?

Impossible?

Check out this convo in Growth Masterminds between John Koetsier and Singular CTO Eran Friedman

🎧 Podcast Summary: The Future of Mobile Attribution & Measurement (2025)

🔍 Main Themes & Insights

• Shift from deterministic to modeled measurement due to privacy regulations like ATT, SKAN, and Privacy Sandbox.

• Major ad networks now offer advanced attribution solutions:

• Meta AEM & Advanced AEM: Modeled iOS conversions now shared with MMPs for deduplication and unified reporting.

• Google Ads: Long-standing conversion modeling now trending toward MMP integrations.

• TikTok Advanced SAN: Dual strategy with deterministic IDFA and shared touchpoints for probabilistic attribution.

• Snap Advanced Conversion & Advanced SAN: Combines modeled, deterministic, and shared touchpoint data.

🧠 Singular’s Role: Unified Measurement

• Singular aggregates and deduplicates data across all ad networks.

• Offers user-level attribution wherever possible, even post-ATT.

• Enables side-by-side comparison of SKAN, partner-reported, and Singular-attributed data.

• Allows auditing and troubleshooting—e.g., identifying gaps in advanced integration coverage.

📊 Emerging Technologies & Trends

• On-device measurement (ODM) is growing—especially on Android via Google Play Referrer, Meta Referrer.

• OEM app stores may bring iOS-style measurement to Android (e.g., Huawei, Samsung via Mobi, etc.).

• Apple Search Ads adds view-through attribution to deterministic model—now exposed via MMPs.

📈 Advanced Strategies for Big Spenders

• Incrementality testing (geo-lift, holdout, MMM) is increasingly important to assess true ROI.

• Especially useful in Apple Search Ads, where cannibalization of organic installs is a key concern.

✅ Key Takeaways

• Measurement is more complex than ever—but also more actionable.

• Marketers can now customize their complexity level: from simple unified views to advanced auditing.

• The future looks optimistic: more transparency, better deduplication, and increasingly complete attribution.

00:00 Introduction and Optimism in Marketing

00:50 The Evolution of Mobile Attribution

01:31 Deep Dive into Attribution Data

03:04 Meta's Advanced Attribution Solutions

06:16 Google's Ad Conversion Modeling

08:34 TikTok's Advanced SAN Integration

11:09 Snap's Advanced Conversion and SAN

15:17 Apple's Deterministic Attribution

18:59 Other Ad Partners and Modeling

25:05 Singular's Unified Measurement Approach

32:53 Incrementality Testing and Advanced Strategies

35:47 Conclusion and Future of Measurement

How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake?

Most importantly, does AI-generated UGC work: generate clicks & conversions?

Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI.

They explore the evolution and current state of AI UGC, its performance, common pitfalls, and the importance of testing different creative elements.

Hear insights on how variations in the hook, actor, gameplay, editing style, and music can significantly impact ad performance. Alexei shares real-world examples and emphasizes that, while UGC is a powerful tool, achieving high-performance results requires diligent effort and strategic testing.

This episode is a must-listen for growth marketers looking to leverage AI in their marketing mix.

00:00 Introduction and Background

00:42 Meet Alexei Chemenda: CEO of Poolday

02:28 The Power of Curiosity in Marketing

03:00 Generative AI for UGC: An Overview

05:29 Testing and Iteration in AI UGC

07:23 Success Stories and Best Practices

11:46 Who Benefits Most from AI UGC?

13:54 Creating Effective AI UGC Ads

21:58 The Future of Personalized Advertising

24:32 Ethics and Tagging in AI UGC

27:14 Final Thoughts and Key Takeaways

To win in mobile game marketing in 2025, you need creatives that crush it. And that means creative hooks that capture people's attention in just 2 seconds.

You have 2 seconds to win ... ouch!

In this episode of Growth Masterminds, we discuss innovative strategies and trends in growing mobile games in 2025 with industry experts Jesse Lempiäinen, co-founder of GeekLab, and Neils Beenen from Singular.

With host John Koetsier they dive into the effectiveness of AI-generated creative content, the importance of influencers and UGC, and the evolution of privacy measures affecting ad performance. Learn about the critical balance between high click-through rates and user retention, and how to stay ahead in the competitive game marketing landscape with effective partner and channel strategies.

00:00 Introduction to Growth Masterminds

00:51 Current Trends in Game Marketing

02:18 The Role of AI in Creative Development

03:37 Influencer and UGC Strategies

06:38 Challenges and Successes in Creative Marketing

11:55 The Future of Game Marketing

17:38 Innovative Approaches and Final Thoughts

France fined Apple $232 million or $150 million euros because France says the way Apple implemented App Tracking Transparency, or ATT is unfair and anti-competitive.

Third-party independent app publishers suffered as a result, and small app makers in particular.

In fact, France says, Apple could have easily integrated ATT and GDPR, the massive privacy regulation that governs digital commerce and advertising in the European Union.

Channel diversification for mobile games: where do you start, and how do you do it?

In this Growth Masterminds we bring not 1, not 2, but 3 seasoned growth experts to join host John Koetsier on how to scale smarter via better channel diversification for mobile games:

- Matej Lancaric from 2 and a Half Gamers

- Kyle West from Mistplay

- Brendan O’Connor from Moloco

When do you add new channels?

Which ad partners do you start with?

How important are rewarded ads?

Where do influencers fit? When?

CTV ... should you try it?

How do you test new UA channels

Look for all of this and more.

Whether you're a new game publisher or managing a large-scale game, this episode provides actionable insights for achieving sustainable growth in the ever-evolving mobile gaming industry.

00:00 Introduction to Growth Masterminds

01:49 Starting with Channel Diversification

03:10 Expanding Your Partner Network

06:19 Testing New Channels

12:54 Scaling and Diversifying Channels

19:18 The Rise of Rewarded Advertising

22:33 Influencer Marketing in Gaming

26:22 The Challenge of Influencer Marketing

27:51 Celebrity Endorsements: A Double-Edged Sword

30:01 The Rise of CTV Advertising

35:57 Future of Ad Partners and Channels

45:17 Final Thoughts and Key Takeaways

Mobile app retargeting is a huge part of engagement, monetization, and retention for top apps. Especially in categories like shopping, travel, and gaming.

What can you learn about mobile app retargeting from a 100M MAU app?

Lots.

In this episode of Growth Masterminds, host John Koetsier speaks with Subhadeep Chakraborty, Senior Manager for Growth at Ixigo. We chat about the importance and effectiveness of retargeting strategies in one of the most competitive markets – travel and booking in India.

Subhadeep shares detailed insights on how Ixigo leverages retargeting to maximize customer value, personalized messaging, and algorithm-driven data points to recommend the best options for users.

We also cover CRM channels, the role of analytics, and personalized customer engagement to boost retention.

00:00 Introduction to Growth Masterminds

00:52 Understanding Ixigo's Market and Services

01:15 Retargeting Strategies at Ixigo

02:40 Effective Retargeting Techniques

04:14 Timing and Channels for Retargeting

08:25 Personalization in Retargeting

10:06 Technology and Tools for Retargeting

11:38 The Importance of Retargeting

14:29 Real-World Retargeting Experiences

15:14 Conclusion and Final Thoughts

How do you achieve optimal revenue from ads in your game?

Ad monetization is an increasingly complex but necessary part of the business for mobile game publishers. In this video we dive into ad monetization for games with Felix Braberg ... part of 2 and 1/2 Gamers.

We discuss the perfect balance needed for successful game monetization strategies, focusing on hybrid and ad monetization. Felix shares invaluable insights into when to integrate monetization in the game development lifecycle, how to decide on the right models, and the importance of A/B testing.

Felix also delves into the challenges faced with ad durations, user acquisition, and segmenting users based on their purchasing behaviors.

We end by looking ahead in 2025 and offer tips for developers and publishers aiming to scale their games and increase revenue in the ever-evolving landscape of ad revenue models and e-commerce integration in gaming.

00:00 Introduction to Game Monetization

01:11 Current Trends in Hybrid Monetization

01:54 Building Monetization Models

02:22 Ad Monetization Strategies

06:00 Innovative Monetization Techniques

17:43 Challenges in Ad Measurement

23:49 Future Trends and Tips for 2025

29:22 Conclusion and Final Thoughts

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025?

In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular.

We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising landscape.

Key points include the challenges of current iOS mobile measurement, the role of creative testing, the implications of server-to-server data transfers, and the rise of conversion APIs and web-to-app campaigns. Tune in to get expert insights on how iOS game marketing might evolve in the next few years.

00:00 Introduction to 2025 iOS Measurement

01:01 Current Challenges in iOS Mobile Measurement

03:50 Retargeting Strategies and Banner Ads

04:40 The Role of SKAdNetwork and AEM

05:47 Probabilistic Attribution and Industry Trends

09:06 Unified Measurement and Incrementality

19:24 Web to App Campaigns and Conversion APIs

24:36 Future of iOS Game Marketing in 2025

27:45 Conclusion and Final Thoughts

How important is incrementality? In this Growth Masterminds we chat with the CEO of an app publisher with 750 million app installs: how they think of incrementality, how they measure incrementality, and tips for how you can do the same.

Measuring incrementality is especially on the App Store and Google Play ... where you might be the top result and also have bought ads against your brand and keywords: is this good or bad?

Our guest is Jonathan Reich, CEO of Zedge. He and host John Koetsier chat about how Zedge achieved over 750 million cumulative installs and Jonathan shares the origin story of Zedge.

We also talk about the shift from organic to paid user acquisition, and how Zedge navigates the challenges of ensuring each ad dollar is effectively spent. We then dive into testing strategies, the balance between organic and paid growth, and insights gained from their extensive data analysis.

This episode is a deep dive into optimizing ad spend and understanding the art of incrementality in the competitive app market.

00:00 Introduction to Incrementality Testing

00:44 Meet Jonathan Reich, CEO of Zedge

01:15 The Origin Story of Zedge

05:24 Marketing Strategies and Organic Growth

07:26 Challenges and Insights in Incrementality

09:48 Testing and Optimization Techniques

14:44 Key Learnings and Best Practices

20:04 Common Pitfalls and Final Thoughts

Need retention curves, LTV predictors, or DAU predictors for your mobile game or app? Don't want to learn about to build retention curves or LTV predictions or DAU predictions, but need the data?

You're in luck: Russell Ovans, author of Game Analytics, has just built out these tools for free use. And in this edition of Growth Masterminds, he shows us exactly how they work and why they're useful.

Ovans demos his set of free online tools designed for game marketers, including the retention curve creator, LTV predictor, daily average user predictor, and a geographical pricing tool that does have a cost.

Perfect for anyone in game marketing or analytics who needs this kind of data but prefers not to learn exactly how to create it themselves :-)

00:00 Introduction to Growth Masterminds

00:59 The Goal of Making Game Analytics Simple

02:09 Challenges and Feedback on the Book

03:39 Launching ARPDAU's Free Tools

04:54 Demo of Retention Curve Creator

10:51 Predicting Customer Lifetime Value (LTV)

16:52 Estimating Daily Active Users (DAU) and Revenue

21:57 Future Enhancements and Feedback

24:05 Introduction to the Big Mac Index

24:30 Country-Specific Pricing Strategies

25:08 Challenges with Global Pricing

26:31 Implementing the Big Mac Index

28:06 Google Play Console Pricing Features

30:39 Using Professor ARPDAU's Tool

31:52 Adjusting Prices with CSV Files

39:33 Final Thoughts and Q&A

How do you scale ad spend profitably? You can spend $300/day and make money, but it's much harder to scale ad spend to $10,000 per week and still be profitable. Here are 5 keys to profitably scaling mobile ad spend ...

In this episode of Growth Masterminds, host John Koetsier is joined by Lukas Szanto, a lead generation specialist and senior UA manager. We explore 5 keys to profitably scaling ad spend for an iOS subscription app from zero to $10,000 in weekly ad spend.

Lukas shares invaluable insights from his extensive experience, including the importance of creative testing, building a solid campaign structure, the value of user surveys for accurate attribution, and overcoming unexpected challenges.

00:00 Introduction to Scaling Ad Spend

01:49 Creative Testing Strategies

03:56 Building a Strong Foundation

05:08 Iterating and Testing Angles

12:54 Campaign Structure Essentials

18:21 Isolating Strong Ads for Better Performance

19:09 Understanding Meta's Algorithm and Risk

19:40 The Correlation Between Risk and Reward

20:17 Creative Testing and Patience for Unicorn Ads

20:28 Tracking and Tools for Campaign Success

21:08 The Impact of iOS Changes on Attribution

22:22 Survey Strategies for Indirect Attribution

24:48 Using Custom Product Pages for Better Attribution

29:14 Challenges in Mobile Marketing

31:50 Realistic Expectations in Paid Ads

36:35 Concluding Thoughts and Final Insights

Since 2020, 19 U.S. states have implemented data protection laws. That means mobile app publishers don't just have to worry about data, privacy, and consent when they publish in Europe. They also have to think about it in the U.S.

So ... how do you make data consent (a boring legal formality that annoys customers) a positive part of your app onboarding. And ... essentially ... a marketing moment?

In this episode of Growth Masterminds, host John Koetsier interviews Jerome Perani, CRO of Axeptio, a leading Consent Management Platform (CMP) used by over 70,000 websites worldwide.

They discuss the evolving landscape of data privacy regulations across the globe, particularly focusing on GDPR and similar laws in the EU, US, Canada, and other regions. Jerome provides insights on how mobile app developers can effectively integrate consent management into their user onboarding processes, aligning with regulations without compromising user experience. They also touch on recent stringent measures from the French Data Protection Authority and the impact of such regulations on global businesses.

00:00 Introduction to Data Protection Regulations

00:45 Guest Introduction: Jerome Piani

01:41 The Evolution of Data Protection in Europe

04:49 Global Data Protection Landscape

12:47 Challenges and Solutions for App Developers

17:43 Future of Data Protection Regulations

27:02 Conclusion and Final Thoughts

Women are half of mobile gamers, but many of them don't identify as gamers. Superbloom CEO Emily Yim and John Koetsier talk about making great mobile games for women, and much more.

Emily shares her journey from working at major gaming companies like EA, Zynga, and Glu to founding her own company and launching the hit game Venue. The conversation delves into the gender dynamics in gaming, growth strategies for niche markets, and the technological and social elements essential for game development.

Emily shares 9 insights about women and gaming:

1. Women make up at least 50% of mobile gamers

2. Many women gamers don’t identify as gamers

3. Women in mobile gaming are highly engaged and spend money

4. Women gamers often prefer different game genres and play styles

5. Women’s motivation to play games is different from men’s

6. Women value productivity and progression in games

7. Women prefer collaboration over competition in gaming

8. Women gamers appreciate real-life inspiration in games

9. Many women gamers prefer games with a non-traditional “game” aesthetic

00:00 Introduction and Audience Insights

00:27 Meet Emily Yum: Gaming Industry Leader

01:02 Emily's Career Journey

03:24 The Concept and Development of Venue

06:26 Growth Strategy and Audience Engagement

13:19 Women in Gaming: Insights and Motivations

20:21 Future Plans and Global Expansion

27:15 Conclusion and Final Thoughts

Can web2app deliver 60% cheaper trials for your subscription-based apps?

And be able to track 20% more?

In this Growth Masterminds, we chat with Gessica Bicego:

- Blinkist

- Paired

- Kayak

- Fractional CMO, growth consultant

Gessica shares her journey from Blinkist to Paired, revealing key insights into the benefits and challenges of transitioning user acquisition efforts from app to web campaigns. We talk about why web-based UA offers better tracking capabilities, how to leverage landing pages to drive app store conversions, and the potential of web onboarding to minimize app store fees.

We also talk about the effectiveness of paid content and specific strategies to attract different user segments.

00:00 Introduction to Web-Based User Acquisition

01:46 Transitioning from App to Web Acquisition

03:01 Success Stories and Strategies

06:04 Challenges and Solutions in Web Campaigns

07:21 Understanding Audience and Metrics

14:05 Optimizing Mini Mobile Web Landing Pages

17:21 The Impact of Familiar Environments

17:44 The Evolution of Landing Pages

18:58 Innovative Paid Content Strategies

19:55 The Challenges and Rewards of Paid Content

24:45 Web Onboarding: A New Trend

31:19 Personalizing Web and App Funnels

34:32 Conclusion and Final Thoughts

Will 50% of in-app purchase revenue move to owned channels over the next few years?

Stash thinks so.

In this Growth Masterminds, I chat with Justin Kan, co-founder of Twitch, serial entrepreneur and investor, along with Archie Stonehill, who leads product for Stash.

We talk about direct-to-consumer or D2C in mobile gaming, where getting revenue from what used to be in-app purchases over owned channels is resulting in 30% more revenue for top publishers. We also chat about what's driving D2C for all mobile apps, not just games.

00:00 Introduction and Historical Context

00:53 Introducing the Guests

01:24 Stash: Direct Consumer Player Experiences

03:22 Regulatory Changes and Market Impact

03:38 Justin's Perspective on the Gaming Industry

06:41 Financial Benefits of Direct Channels

10:59 Future of the App Economy

16:58 Regulatory Developments and Legal Battles

20:21 Historical Parallels and Future Predictions

25:11 Closing Remarks and Future Updates

How do you scale your mobile game beyond 1 million players? Anyone can start a game or an app and get a certain amount of growth. But scaling is hard: you need to find more players, sure, but you also need to expand beyond your initial niche. And you probably have to start paying attention to what your competitors are doing. In this episode of Growth Masterminds, host John Koetsier talks with Sven Jurgens, an independent mobile games consultant, about the challenges and strategies for scaling mobile games beyond 1 million players. Sven shares his journey into growth marketing, the importance of focusing on successful creatives, managing ad partners, handling cash flow, and optimizing monetization. He also discusses the significance of automation, getting smarter with data, and the impact of AI in user-generated content. The conversation concludes with actionable insights on competitor analysis and core marketing strategies. Tune in for practical advice and expert tips to take your game's growth to the next level. 00:00 Introduction to Growth Masterminds 01:37 Journey into Growth Marketing 03:55 Challenges of Scaling: Creative Strategies 09:20 Ad Partners and Scaling 11:39 Financial Challenges in Scaling 13:52 Monetization and Data Utilization 15:39 Tools and Automation in Scaling 18:23 Automate the Boring Stuff 19:04 Building Small Tools for Efficiency 20:37 Competitor Analysis Strategies 25:04 Getting Smarter About Data 28:53 Winning Strategies and Trends 32:55 Reviving Old School Marketing 35:35 Conclusion and Final Thoughts

What is going on in the rewarded ad space? Why is it exploding?

Well, in an odd way, it's AppLovin's fault.

In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition.

Paul shares deep insights from his extensive career at companies like Unity, TapJoy, and Liftoff, providing a comprehensive overview of the key trends shaping ad tech today and looking ahead to 2025. Whether you're a growth marketer or ad tech enthusiast, this episode is packed with valuable information and forward-thinking perspectives.

Link to Paul's list of companies in the rewarded space:

https://docs.google.com/spreadsheets/d/1LaVUk8cNHsHNJndKuKyf6Ncpjc05Tc-TR9MmY5q9mkI/edit?gid=0#gid=0

00:00 Introduction to Adtech and Rewarded Ads

01:18 Building a Database of Incentivized Ad Platforms

02:54 The Evolution of Rewarded Ads

07:12 StreamElements: Tools for Twitch Streamers

09:35 The Resurgence of Rewarded Ads

16:14 Challenges and Opportunities in the Gift Card Reward Space

22:02 Expanding User Acquisition Beyond Gaming

22:35 AppLovin's Success in Mobile Ad Tech

27:32 The Role of AI in Mobile Advertising

35:21 Challenges and Innovations in Measurement

38:28 Concluding Thoughts on Ad Tech

Is it possible that you’re wasting marketing dollars by only user acquisition where you always have been in the past? Or limiting your potential growth? In this episode of Growth Masterminds, host John Koetsier chats with Tom Shadbolt, Moloco's Senior Marketing Insights Manager, about the untapped opportunities in global markets beyond the big 5 countries which account for 60% of gaming UA spend. They delve into findings from Moloco's analysis of 4,000 apps and $3 billion in in-app purchase revenue, exploring emerging markets like Brazil, India, and South Africa, and the importance of a diversified marketing strategy. The conversation highlights the necessity of long-term planning, localization, and the utilization of machine learning to identify high-value users across various regions and genres. Tune in to learn how to optimize your marketing spend and discover new growth potential across the globe. 00:00 Global Growth Opportunities 00:54 Key Insights from the Report 02:56 Top Markets for Gaming UA Spend 05:44 Challenges and Strategies for Global Expansion 10:04 Diverging Strategies for iOS and Android 11:35 Finding the Right Market for Your Game 13:23 Localization and Market Segmentation 14:34 Average Revenue Per User (ARPU) Insights 16:42 Experimentation and Long-Term Strategies 20:09 Conclusion and Final Thoughts

How do you scale influencer marketing?

In this episode of Growth Masterminds, we chat with influencer marketing expert Yuliya Gorenko from Mishka Agencies. She's scaled influencer marketing programs to 8 figures, has over a decade of experience and has worked with over a thousand creators.

She's also a former PR and marketing specialist with L'Oreal.

Yulia shares her journey from L'Oreal to building influencer programs for various mobile apps.

Listen to learn how to scale influencer marketing to eight figures, hear about the evolution of the space, and and get Yuliya's top tips for verticals including beauty, health, fitness, retail, tech, gaming, and more. This is a must-listen for performance marketers looking to leverage influencer marketing as a strong growth engine.

00:00 Introduction to Influencer Marketing

01:36 The Early Days of Influencer Marketing

05:16 Evolution and Current Trends

09:13 Scaling Influencer Marketing Programs

15:49 Measuring Success in Influencer Marketing

20:03 Final Thoughts on Scaling and Measurement

20:51 The Realities of Influencer Marketing

22:26 Rapid Fire Tips for Key Verticals

22:32 Beauty Industry Insights

24:10 Fitness and Health Strategies

26:55 Tech and Gadgets Recommendations

27:46 Travel and Hospitality Tips

29:53 Gaming Community Building

30:55 Parenting and Family Influencer Ethics

33:04 FinTech and Financial Services Caution

34:22 Entertainment and Media Storytelling

35:44 Conclusion and Final Thoughts

If you're going to scale user acquisition, it's pretty hard if not impossible to do it without rock-solid forecasting. In this episode of Growth Masterminds, host John Koetsier chats with Nathan Ceulemans, an exec at Kohort, about forecasting and predictive analytics. Nathan shares insights from his experience at Leanplum, SensorTower, and Kohort. We discuss how accurate forecasting can enhance scaling efforts for games and apps and talk about the importance of predicting retention and monetization and the challenges of integrating monetization natively. Real-world examples highlight how forecasting can lead to smarter spending and greater growth, like the success of Candy Crush. Tune in to understand the critical balance between retention and monetization, effective UA strategies, and the potential benefits of advanced forecasting methods. 00:00 Introduction to Growth Masterminds 01:03 The Importance of Forecasting in Scaling Games 01:32 Understanding User Acquisition and Financials 02:24 Forecasting Retention and Monetization 04:15 Challenges in User Acquisition and Scaling 07:31 The Role of Product Teams in Forecasting 13:17 Accuracy in Forecasting with Neural Networks 17:51 The Impact of Accurate Forecasting on Growth 22:35 Conclusion and Final Thoughts

Imagine going viral on TikTok and getting millions of views. Then imagine you have a product attached to those views and you sell out in 3 days.

In this episode of Growth Masterminds, host John Koetsier chats with Vivian Chang, the VP of e-commerce at GNC, about retail subscriptions.

We chat about GNC's experimental success on TikTok Shop where a women's Stress Vita Pack went viral and sold out in three days, and Vivian breaks down strategies to succeed in subscription retail, touching upon the significance of pricing promotions, the importance of innovative convenience, and effective marketing techniques such as surround sound marketing.

We also dive into the dynamics of on-platform commerce at platforms like TikTok and Facebook ... should you do this, or should you always try to bring customers straight on to your owned platforms?

Finally, we talk about the balance between online and physical retail channels for consumer brands. Whether you're interested in the nuances of e-commerce or looking for creative ways to enhance customer loyalty, this episode offers invaluable insights.

00:00 Introduction to GNC's Success on TikTok

01:32 Black Friday and Consumer Sentiment

02:22 Understanding Subscription Retail

08:48 Key Growth Levers in Subscription Retail

10:53 The Role of Key Channels in Subscription Retail

15:14 On-Platform Commerce: TikTok and Beyond

23:17 Balancing E-Commerce and Physical Stores

27:23 Final Thoughts and Hidden Keys to Success

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

What are the 5 things you need to know to succeed in influencer marketing in 2024? In this episode of Growth Masterminds, host John Koetsier discusses the ever-evolving landscape of influencer marketing with Kristina Nikeenko, the Influencer Marketing Director at Zorka. They cover everything from the projected $24 billion market value in 2024 to platform-specific strategies, the importance of data-driven decisions, AI integration, and building long-term partnerships with influencers. Also, you'll learn the five key strategies you need to know to succeed in influencer marketing in 2024 and stay ahead of the game. 00:00 Introduction to Influencer Marketing in 2024 01:09 The State of the Influencer Marketing Industry 04:38 YouTube, Facebook, Instagram, and TikTok 10:56 Top 5 Tips for Influencer Marketing in 2024 13:33 Long-Term Partnerships and Post-Campaign Analysis 18:50 Conclusion

What is happening in mobile gaming in 2024? Apparently old people game more than young, casual’s growing everywhere. The market as a whole is growing, and daily engagement jumped back up after a decline last year. I recently saw that Adjoe put out a Mobile Games Index 2024 and I wanted to know more, so in this episode of Growth Masterminds, we discuss the latest trends in mobile gaming with Carly Ostasiewski, director of growth at Adjoe. The find unexpected insights from the 2024 Mobile Games Index report, including older demographics outpacing younger ones in mobile game engagement and the rise of casual gaming across various age groups. Key points include the transition from traditional console gaming to mobile, a surge in adventure and action game popularity among kids, and a significant increase in gaming app monetization through integrated ads. Additionally, the report shows that European players lead in daily app usage and explores the growing role of women in gaming. We also touch on the potential integration of gaming with everyday app usage, hinting at a future where gaming becomes a central component of consumer experiences across platforms. 00:00 Introduction and Surprising Gaming Trends 01:19 Demographics and Gaming Preferences 02:37 Kids and Mobile Gaming: The Reality 04:12 Roblox and the Younger Demographic 06:12 Gaming Industry Trends and Monetization 14:51 Regional Gaming Trends 17:05 Future of Gaming: Integration with Everyday Apps 19:22 Conclusion and Final Thoughts

Goodbye SKAdNetwork, hello AdAttributionKit. Or AAK, or AdKit.

In this special episode of Growth Masterminds, we dive into Apple's new ad attribution kit, announced at WWDC. We discuss the nuances of the new version, not exactly SKAN 5, and its support for third-party app stores and reengagement campaigns.

The episode features in-depth insights from Singular CEO Gadi Eliashiv and CTO Eran Friedman, emphasizing the changes, improvements, and expectations for adoption in the ecosystem. Additionally, they touch upon the future of measurement on iOS, the interplay with Privacy Sandbox on Android, and what it means for app developers and advertisers.

00:00 Welcome to Growth Masterminds

01:09 Understanding AdAttributionKit

02:58 Reengagement and Debugging Enhancements

05:46 Backward Compatibility and Postback Formats

10:03 Deep Dive into Retargeting

17:12 Creative Types and Engagement Types

23:20 Exploring SKOverlay and Its Implications

25:19 Understanding SK interaction Types and Attribution Windows

25:47 Custom Click Ads and Alternative App Stores

28:16 Adoption Challenges and Future Predictions

35:47 The Future of Measurement on iOS

39:34 Privacy Sandbox and Android

41:20 Q&A and Final Thoughts

WWDC kicked off today and SKAdNetwork is nowhere to be found. Instead, we have App AdAttributionKit and Web AdAttributionKit (say that 3X fast, we dare you!) and not much detail about where SKAN is going.

Out guest today, however, thinks that there' won't be a SKAN 5 or a SKAN 6, and that there will just be new AdAttributionKit releases from time to time. And that all the juicy new tech promised for future SKAN versions is actually here ...

So ...

Join host John Koetsier in this episode of Growth Masterminds as he explores the future of ad attribution and privacy compliance post-WWDC with guest David Phillipson, CEO of DataSeat.

They discuss the potential end of SKAdNetwork, the introduction of Apple's App AdAttributionKit and Web AdAttributionKit, and the challenges and implications for the ad tech industry. They delve into the reliability of modeled attribution data from media giants like Google, Meta, and TikTok, and the evolving modeling strategies used to overcome privacy blind spots.

Also, David shares his personal journey into ad tech (which is interesting!), lessons from successful entrepreneurs, and the importance of unified measurement in a privacy-focused world.

If you're looking to understand the impacts of Apple's recent announcements and the future of ad attribution, this episode is a must-watch (and you know this is absolutely 100% true because ChatGPT wrote this part of the show notes ... but not this sarcastic little note.)

00:00 Introduction and Opening Thoughts

00:16 The Reliability of Ad Attribution Data

00:45 WWDC and Apple's New Releases

01:05 Introducing the Guest: David Phillipson

04:45 Discussion on SKAN and Ad Attribution

07:34 Challenges and Adoption of SKAN

12:49 Future of Ad Attribution and Privacy

18:51 Unified Measurement and Market Trends

29:30 Final Thoughts and Predictions

32:53 Closing Remarks

How do you achieve insane mobile app retention rates? One way is magic. Another is pure accident. The third is by applying smart frameworks to science (and magic) your way to better retention. In this episode of Growth Mastermind, host John Koetsier speaks with mobile growth expert Jacob Rushfinn about achieving high app retention rates. They discuss four frameworks for tackling retention: Darius Contractor's Psych Framework, RICE Prioritization (Reach, Impact, Confidence, Effort), Eisenhower's prioritization matrix, and Elena Verna’s Conversion Rate Decline Diagnostic. Jacob shares insights from his diverse experience at companies like Balance, Level Up, Amwell, and Automattic. The conversation covers the practical application of these frameworks, the value of early user engagement, and the impact of better retention metrics on long-term success. 00:00 Introduction to Killer App Retention 01:15 The Journey into Retention 04:27 Understanding Frameworks for Retention 07:26 The Psych Framework Explained 14:16 Framework Number Two: RICE Prioritization 20:06 Balancing Quick Wins and Big Bets 21:14 The RICE Approach to Prioritization 21:49 Eisenhower's Prioritization Matrix 25:48 Elena Verna's Conversion Rate Decline Diagnostic 33:58 The Impact of Better Retention 38:32 Final Thoughts and Resources

Should you stop A/B testing creative right now? In this episode of Growth Masterminds, host John Koetsier chats with Ellad Matarasso, Director of Growth at Alison.ai. They discuss the limitations of traditional A/B testing in growth marketing and how Google and Meta do essentially massively multivariate simultaneous testing. Matarasso shares insights on how AI can analyze creative elements frame by frame and correlate them with performance data, thereby recommending the best combinations to maximize ad campaigns. They also chat about the importance of creative in advertising, common mistakes marketers make, and emerging trends such as generative AI in creative production. 00:00 Stop A/B Testing? 00:31 The Evolution of A/B Testing 01:54 How Allison.ai Tests 07:12 How Important is Creative? 12:59 Human Creativity vs. AI 15:51 Trends in Creative Optimization 17:04 Challenges with Major Platforms 19:11 Conclusion and Final Thoughts