Explorez tous les épisodes du podcast Growth Masterminds: mobile growth podcast

Connected TV advertising is growing fast—but can it actually outperform mobile user acquisition?

In this episode of Growth Masterminds, host John Koetsier sits down with Michal Schwartz, Head of Growth at YouAppi, to explore how CTV is evolving from a branding channel into a serious performance marketing platform.

Michal shares lessons learned from both the advertiser side at Playtika and the platform side at YouAppi, including where CTV is delivering lower CPIs, reaching audiences mobile campaigns miss, and opening new opportunities for app marketers.

They discuss:

• When CTV can outperform traditional mobile advertising

• Which app categories are seeing the strongest results

• Why gaming, fintech, rewards, and travel are embracing CTV

• Creative best practices for connected TV campaigns

• QR codes, voiceovers, subtitles, and effective calls-to-action

• Global opportunities beyond the U.S., including LATAM, Europe, and Japan

• Attribution, measurement, and privacy challenges

• The rise of CTV retargeting and cross-device marketing

• How Amazon, Netflix, Roku, and other streaming platforms are shaping the future of advertising

• Why CTV may become a standard performance channel for growth marketers

If you’re responsible for app growth, user acquisition, performance marketing, or mobile advertising, this conversation offers a practical look at one of the fastest-growing channels in digital marketing.

#CTV #ConnectedTV #GrowthMarketing #UserAcquisition #MobileMarketing #AppMarketing #PerformanceMarketing #AdTech #StreamingTV #YouAppi

Funnels are linear. Growth loops are exponential. You need funnels to grow, but the power of growth loops is what will make your app engagement, give you high retention, and maybe even give you viral growth.

In this episode of Growth Masterminds, host John Koetsier sits down with Hannah Parvaz, CEO of Aperture, to break down growth loops, the systems that power predictable, scalable, compounding growth.

We cover referral loops, content loops, habit loops, community loops, incentive loops, and more.

Plus: how to kickstart loops, what to do about the cold start problem, and whether you should design around a loop or let your product’s natural usage define it.

Hannah shares stories from building viral referral systems (yes, free drinks were involved), explains how apps like Strava and Snapchat keep you hooked, and dives into why loops can be more powerful than funnels.

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📌 Chapters

00:00 – Funnels suck, loops rock

03:00 – Why the infinity symbol explains growth loops

05:00 – Loops vs funnels: what’s the real difference

06:00 – Referral loops (free drinks, KF factor, virality)

09:00 – Content loops (eBay, Depop, Craigslist)

11:00 – Habit loops (Duolingo, Apple Watch, Snapchat streaks)

15:00 – Incentive loops and variable rewards (FreeTrade, Clubhouse)

19:00 – Community and social loops (Reddit, Quora, TikTok)

21:00 – Other loops: UGC, data feedback, marketplaces

22:00 – The cold start problem and kickstarting loops

24:00 – Case study: Picnic app and loops within loops

26:00 – Should you build around a loop or passion?

28:00 – Combining passion + loops for massive growth

29:00 – Final takeaways: finding the right loop for your business

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 marketing

If 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.to

0:00 Intro – More data? More growth!

1:05 What is Extract?

3:00 Why MMP data isn’t enough

5:10 App store data: reviews, ratings, revenue

7:05 Organic social insights (TikTok, Instagram, Facebook)

9:15 Granular ad network data and blind spots

12:00 Near real-time bidding and budget data use cases

14:30 ETL vs. Extract: what’s the difference?

17:20 Flexibility: moving data where you need it

20:00 Who’s using Extract: BI teams, marketers & beyond

23:00 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/46AnDqb

Joined 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 Growth

02:09 Trends in Mobile Revenue: Gaming vs. Consumer Apps

07:13 The Importance of Diversification in Ad Spend

14:40 Analyzing ROAS: The Impact of Partner Mix

18:35 Understanding Consumer Behavior and Engagement Trends

24:23 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 Masterminds

00:51 The Importance of LTV and CPI in Mobile Games

02:24 Strategies for Achieving Higher LTV than CPI

02:41 Competitive Positioning in the Mobile Game Market

04:22 The Role of Funding in Strategy Execution

04:47 Niche Markets and Innovation

13:55 The Importance of Market Research

15:44 Leveraging CPI for Competitive Advantage

17:18 Understanding Market Response and CPI

17:54 The Role of Mini Games in CPI and Retention

19:17 Monetization Strategies and Hybrid Models

21:03 Campaign Types and Their Impact on ROAS

24:55 Importance of Retention and Early User Experience

31:57 Social Features and Their Impact on Retention

33:31 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 campaigns

If 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 Retargeting

00:29 Meet Paul Kovalski

01:34 The Goal of Retargeting in FinTech

01:58 Paid vs. Unpaid Retargeting Strategies

04:05 Infrastructure for Paid Retargeting

05:38 Effective Messaging and Creative Strategies

07:01 Measuring Incrementality in Retargeting

08:16 Challenges and Considerations in Retargeting

10:10 Impact of iOS Changes on Retargeting

11:51 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 marketing

Whether 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 Media

00:42 – How Andre started using AI in marketing

01:36 – Moving from AI experiments to systematic workflows

03:20 – Building automated ad generation systems

05:00 – Tools of the trade: Make, N8N, and more

07:00 – The evolving role of creatives in an AI world

10:00 – Client reactions: Pushback on AI-generated ads

13:10 – Comparing AI ads vs. traditional UGC performance

15:00 – The future: Bionic ads and blending human + AI creativity

17:00 – 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 Masterminds

01:18 Meet Barbara Galiza

01:54 Barbara's Career Journey

03:50 The Importance of Marketing Data

05:56 Understanding Marketing Measurement

09:03 Challenges in Attribution and Tracking

11:44 The Future of Marketing Measurement

14:04 Practical Tips for Marketers

22:56 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 Masterminds

00:34 The Journey to Managing Massive Ad Budgets

02:10 Understanding Horizontal Scaling

04:40 Strategies for Adding New Partners

07:22 Creative Strategies for Different Channels

09:37 Analyzing User Engagement and Creative Performance

12:09 Hidden Gems in Apple Search

12:38 Singular's Quarterly Trends Report

13:16 The Importance of Brand Awareness

16:14 Re-engagement Strategies

17:33 Web to App Marketing

23:24 Future Trends in UA Performance Marketing

24:34 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 Retargeting

01:00 The State of Retargeting in 2025

03:49 Best Practices for Retargeting

09:37 Challenges and Common Mistakes

12:32 Retargeting on iOS vs. Android

19:54 Future of Retargeting

20:54 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 Channels

00:45 Interview with Roee Raz

02:45 The Evolution of Rewarded Advertising

04:46 Challenges and Strategies in Rewarded Advertising

06:13 The Future of Rewarded Channels

16:35 User Quality and Engagement

28:04 Fraud in Rewarded Channels

31:05 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 Podcast

02:12 The Evolution of Tilting Point

05:05 Funding and Investment Strategies

08:12 The Importance of Data and Expertise

10:14 Challenges and Adaptations in UA

12:22 Collaborating with Developers for Success

16:18 Investor Expectations and Negotiations

16:50 Non-Dilutive Funding Model

18:21 Advice for Indie Developers

19:25 Persistence and Success Stories

21:45 Investment Strategies and Game Potential

24:13 Future of Gaming Industry

28:31 Cross-Platform and B2C Trends

30:16 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 Success

04:59 Marketing Strategies: From Organic to Paid

06:15 The Role of Meta Ads and Campaign Optimization

08:22 Subscription Models and Monetization

15:34 Balancing Product Development and Marketing

20:51 The Importance of Focus and Product-Market Fit

22:50 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 Masterminds

00:34 Common Traits of Successful Funnels

00:59 Vertical Differences in Funnel Usage

02:13 Essential Elements of a Funnel

02:27 Tips for Approaching Funnels

03:37 What Not to Do in Funnels

05:42 The Role of AI in Funnels

06:56 Multiple Funnels for Different Audiences

10:24 Building Effective Start Landing Pages

18:37 Importance of Email Collection

21:06 Critical Aspects of Paywalls

23:07 Optimal Funnel Length

25:11 Geographical Differences in Funnels

26:02 Effective User Acquisition Channels

27:22 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 Monetization

00:53 Understanding Waterfall and Real-Time Bidding

05:59 Challenges and Changes in Ad Mediation

13:15 Impact of Bidding on Revenue and CPMs

14:50 The Impact of Performance and Revenue Distribution

15:17 Transparency in Ad Auctions

15:56 AppLovin's Dominance and Mediation

16:30 The Shift from Ad Monetization to User Acquisition

20:32 Segmentation and Ad Experience

23:15 Expanding Ad Audiences in Mobile Games

26:19 The Future of E-commerce Ads in Gaming

29:26 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 course

We’re talking about modeling

- AEM

- ADC

- The new ICM on Google

Is it accurate?

Because the problem we’re seeing is that

There 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 Marketing

00:31 The Shift in Search Behavior Due to AI

01:23 Optimizing Marketing Strategies with AI

02:20 AI in Campaign Analysis and Data Democratization

09:21 Creative Uses of AI in Marketing

13:00 AI-Driven Messaging and Content Creation

18:19 Budget Optimization with AI

21:26 Targeting and Audience Segmentation with AI

25:09 The Future of AI in Marketing Teams

27:44 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 attribution

There 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 2025

00:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview

00:49 – Safari: Advanced fingerprinting protections

01:10 – Blocking fingerprinting APIs and suspicious scripts

01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)

02:18 – Impact on marketers and web-to-app flows

03:07 – Apple’s on-device AI and privacy-preserving features

03:32 – Live translation, call assist, and visual intelligence

03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution

04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing

04:41 – Overlapping re-engagement windows explained

05:04 – Configurable attribution windows (per network, interaction, global)

06:07 – Attribution cool down periods for installs and re-engagement

08:08 – Country codes in postbacks for better geo-targeting

08:58 – Easier AAK testing for developers

09:41 – Industry adoption challenges for AAK and SKAN

10:34 – Google, Meta, TikTok, Snap: current attribution solutions

11:48 – 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 View

00:37 The Evolution of Creative Testing

01:27 Understanding the Problem

04:15 Creative IQ Features and Benefits

08:22 AI Tagging Explained

12:35 Creative ROI and Gallery View

14:07 Cross-Functional Collaboration

14:57 Early Feedback and Future Plans

18:05 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 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