Explore every episode of the podcast Apptivate: App Marketing Explained
| Title | Pub. Date | Duration | |
|---|---|---|---|
| CTV and the next frontier in app growth marketing - Peter Hamilton (Roku) | 18 Sep 2024 | 00:29:26 | |
Could streaming be the next big channel for mobile marketers? Peter Hamilton, Head of Ad Innovation at Roku believes it will be. In this episode, he chats with Taylor about how action ads work on Roku – where viewers can place orders or download an app directly from their TVs. He also discusses their newest product for advertisers called ‘Roku Ads Manager’. Targeting and measurement with CTV just got a whole lot better. Tune in to the episode and find out how. Questions Peter answered in this episode:
(17:48-18:12) “Whether you’re trying to drive downloads, gameplay or mobile subscriptions, Roku Ads Manager is valuable from a targeting and measurement standpoint. We want to prove the value and ROAS of CTV.” (20:36-20:40) “CTV is the next frontier for the growth hacker to solve.” (22:34-22:47) “The number one thing that impacts CTV is your creative. Does it get someone to lean forward and press ‘okay’ on the remote? Does it get them to pull your website up on their phone or download your app?” Mentioned in this Episode: | |||
| Overcoming marketing signal loss by testing audiences - Alex Song (Proxima) | 11 Sep 2024 | 00:31:22 | |
When Alex Song had to fold a business due to the signal loss from the post-iOS 14 changes in digital marketing post-iOS 14, he set out to solve this problem. In this episode, Taylor interviews Alex about that solution – an AI-powered data intelligence platform called Proxima. You’ll learn how the platform leverages anonymized first-party data to help digital brands access new customers, lower their acquisition costs, and increase their ROAS. He also shares poignant advice to professionals wondering if they should be taking more risks in their career path. Alex is the CEO and Founder of Proxima. Before launching Proxima, Alex founded three direct-to-consumer businesses, after working a decade as an investment banking analyst. Questions Alex answered in this episode:
(13:50-14:16) “What we are really focused on is how people can be empowered to test audiences the same way they feel they can test creatives.” (27:34-27:49) “I think the main difference in my learning curve really came from the speed at which I was willing to be wrong and then to learn from it.” Mentioned in this Episode: | |||
| Building Your In-App Community - Amadeus Norén (Amity) | 29 May 2024 | 00:26:37 | |
Amadeus Norén is the Director of Product Marketing at Amity. Amity’s platform provides customizable SDKs for every social feature imaginable so that app-based businesses can launch, grow, and monetize their in-app social community. In this episode, you’ll learn how to leverage this community, and why not doing so could be a missed opportunity for your brand. Questions Amadeus Answered in this Episode:
(4:42-5:01) “Ten years ago, your organic reach for a Facebook page was 20 to 15 percent. Currently, the organic reach for all of the following that you’ve built up on your Facebook page is one percent. So in order to reach your audience, you now need to pay for ads to reach those people.” (9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.” Mentioned in this Episode: | |||
| What Managers Want from User Acquisition Marketers - Janos Perei (Voodoo) | 20 Jul 2021 | 00:32:42 | |
Janos Perei is the User Acquisition Lead for Casual Gaming at Voodoo, a hyper-casual gaming developer and publisher based in Paris, France. Previous to Voodoo, Janos worked as a mobile marketer at Mercury Black. (P.S. Voodoo is hiring!) Questions Janos Answered in this Episode:
(6:15-6:31) “Every single big change that destroys the equilibrium only inspires innovation. I think this is something that we’re really interested in seeing, how the industry will evolve [to Apple’s privacy changes] in the next six to 12 months and what will be essential--the new technologies, the new systems that will be able to go forward.” (27:35-27:48) “I think user acquisition five years ago and ten years from now will massively be about experimental testing because this is the one and only way; since the market evolves so fast--you wouldn’t be able to make it otherwise.” Mentioned in this Episode: | |||
| Making the Leap to a Third Party Retargeting Partner - Pablo Bereskyj (Etermax) | 06 Jul 2021 | 00:29:46 | |
Pablo Bereskyj is the Marketing Operations Manager for Etermax, an international gaming company headquartered in Buenos Aires, Argentina. Previously, Pablo worked in business intelligence and financial analysis at Acuris, The Mergermarket Group, and Debtwire. Questions Pablo Answered in this Episode:
(17:30-17:45) “You have to derive an internal ecosystem of tools; you need to be looking at all these variables; and if you want to run this constantly, it means that you have to have a really hands-on exercise with that.” (17:59-18:09) “The discovery of payers as a potential target, that was the other thing that drove a lot of the decision behind us using a third party vendor essentially.” Mentioned in this Episode: | |||
| Guaranteeing Profitability through testing and analysis Grégoire Mercier (Addict Mobile) | 29 Jun 2021 | 00:33:00 | |
Grégoire Mercier is the CEO and founder of Addict Mobile, a leading marketing company for mobile apps based in Paris, France with offices in over 20 countries. Grégoire has been in the mobile app industry for 10 years, getting his start at Gameloft and eventually starting his own mobile games studio. Questions Grégoire Answered in this Episode:
(10:11-10:45) “Many gaming studios can be good clients for us for one game, but at some point, this game becomes less profitable and then budgets decrease a lot. And, sometimes mobile games studios just die because it’s a very tough market and you can’t only rely on one game. So, they have a very volatile kind of client. Whereas other verticals, like e-commerce companies for example, which is very basic but same for VTC companies, companies like Uber or others, they spend forever until their ad business works.” (13:35-14:18) “Very early in our development we decided to really focus on [creatives], managing all the production of creatives internally, giving them for free to our clients so they don’t pay for it when we do user acquisition for them. And we are open to do an unlimited number of creatives for them all along the projects for free. We decided to do it very early at the very beginning of the company because for me it was of use--without it can’t do good UA. So if we don’t do good UA for clients, if the apps are not profitable because our clients don’t have the capacity to make enough creatives, the campaigns will just not work, and then we won’t be profitable, and then we just won’t scale, and at the end of the day, the clients just leave.” Mentioned in this Episode: | |||
| Seizing New Opportunities for Women in Mobile - Georgiana Ciobotaru (HelloFresh) | 22 Jun 2021 | 00:34:31 | |
Today’s guest is Georgiana Ciobotaru, the Associate Director of Product at the meal-kit company HelloFresh. She started as an operations analyst and moved into product management before joining the digital product team at HelloFresh. Questions Georgiana Answered in this Episode:
(12:23-12:41) “What I’ve realized across the years that excites me the most is definitely to have a great challenge, something that’s hard to solve. But also, something that I’m going to be able to learn from and to do it together with a team that I know cares about it as well.” (21:35-21:45) “For the person reporting to me, I think it was very important for us to make sure we had a plan. So I tend to say, ‘Love the planning, not the plan.’” Mentioned in this Episode:
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| Adopting the Pareto Rule in Performance Marketing - Fiona Lauredi (Gameloft) | 16 Jun 2021 | 00:26:48 | |
Fiona Lauredi is the Lead User Acquisition Manager at Gameloft, an established and leading mobile video games developer worldwide. She is based in Paris. Questions Fiona Answered in this Episode:
(8:58-9:25) “One of the big things I’ve learned and taken away with me is Pareto Rule. So for everyone that is not familiar with that rule, it’s essentially saying that 20% of your actions will make 80% of the value. It’s cutting down on a lot of things that aren’t value based, you stop doing these things. It doesn’t matter that you’re 100% perfect. It matters that you can do 5 times as many things as what you could do before.” (10:20-10:43) “My belief is that the human race is not intelligent enough that you can make decisions on more than two metrics, three at most. If you look at more things than this, you’re probably not going to be making any decision at all. So I would say that one thing that can be used anywhere is looking at a lot less metrics but the ones that count.” (19:03-19:27) “In my opinion, creatives are 50-60% of our performance, and I’m talking hardcore data, ROAS, scale, all that--it’s all for me on creatives. So obviously, being able to produce more, to produce better, to produce smarter, and to have more people involved in this process has definitely shown results on the bottom line.” Mentioned in this Episode: | |||
| Arming Your Retargeting Playbook - Stephen Siegel (Scopely) | 09 Jun 2021 | 00:24:31 | |
Stephen Siegel is a User Acquisition Manager at Scopely, an interactive entertainment company and a leading mobile games publisher. He cut his teeth in the mobile gaming sphere at Machine Zone and hails from a background in math and economics. Questions Stephen Answered in this Episode:
(7:33-7:50) “With new UA, you don’t have quite the same ability to meet users where they’re at. And then with retargeting, you know so much about these users and about their past behavior, so we have more opportunity to message them in ways that we think will be more successful.” (19:34-20:10) “I think it’s going to get harder to retarget on iOS; that you’re going to lose IDFA access to some percentage of users, which will be some percentage of the audience that you want to retarget. You also need the opt-in on the publisher side, which you have no control over. So, it’s an uphill battle but it’s not going to eliminate retargeting on iOS entirely. It’s a run-what-you-can and then try to find creative ways to continue to reach users you can’t retarget through the traditional IDFA method.” Mentioned in this Episode: | |||
| Is the App World Shifting from Ads to Subscriptions? - Jean-François Grang (Purchasely) | 28 May 2021 | 00:24:12 | |
Jean-François is the co-founder of Purchasely, a company based in Paris that helps apps grow their revenues by streamlining In-App Purchase integration. He is also the CEO and founder of 2 App à Z, a consulting firm specialized on mobile technologies. Jean-François was one of the first 500 developers of the iPhone developer beta program. He’s helped many companies build their first apps, and in 2020 was awarded the worldwide App of the Year. Questions Jean-François Answered in this Episode:
(10:42-10:57) “The world is moving very fast on subscription. Two years ago, the advertising was so high, very few people were considering subscriptions. But, as you’ve seen, there is a drop in the volume and value of advertising. There is also the ATT that is coming in. So, the world of advertising is in trouble right now.” (17:25-17:38) “We had a lot of apps that were ads-oriented and that were playing on the frustration of the users to get money. But the game of subscription is very different. The game of subscription is more a seduction than a frustration.” Mentioned in this Episode: | |||
| How Wellness Apps Are Changing Healthcare - Taylor Gobar (Bloom) | 19 May 2021 | 00:39:37 | |
Taylor Gobar is the Head of Growth at Bloom. Bloom is an app that provides you with tools to help you experience better sleep, reduced stress levels and a more relaxed lifestyle with our guided meditations, relaxing music, activities and mindful experiences. Questions Taylor Answered in this Episode:
(9:22-9:27) “The cultural piece is not just who do I want to grab a beer with, it’s who do I want to save the world with.” (20:03-20:25) “Access in this country is first and foremost dictated by your financial situation, and in that sense I think the apps create more access. The price point is lower and it is not tied to things like your insured status or your employment status. In the United States, your chance of accessing any healthcare when you’re not employed is really rough. Mentioned in this Episode:
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| Managing Burnout in Mobile Marketing - Jocelyn Paz (Reebok) | 11 May 2021 | 00:23:39 | |
Today’s guest opens up about her first professional work experience as a mobile marketer working for a gaming company. At the time, she didn’t realize the level of stress she was experiencing was not “normal.” Now, as the Associate Manager of Digital Marketing at Reebok, Jocelyn Paz reflects on how Rebook is doing a good job creating open lines of communication for employees to have honest conversations about mental health. Questions Jocelyn Answered in this Episode:
(10:32-10:44) “To put it simply it’s like you’re getting pressure from two sides. You’re getting pressure from one thing that you can’t control, which is the company. And, you’re getting pressure from yourself internally.” (11:45-12:18) “At first I tried to justify it but saying, ‘You don’t know as much as you should, you’re not handling it well.’ I started making excuses saying, ‘This will pass, as soon as you learn more you’ll be able to handle it better.’ But as time went on, I realized that saying that to myself was sort of just making excuses and what I was really doing was just blurring those boundaries. I had a complete lack of boundaries between me and the work that I was doing, and what I’d say ‘yes’ to.” Mentioned in this Episode: | |||
| Data Science: Designing an Experimentation Platform - Shan Huang (Zalando) | 28 Apr 2021 | 00:28:20 | |
Today’s guest is Shan Huang, the Senior Applied Scientist at Zalando, a multinational e-commerce platform for shoes and fashion. Shan is also the co-founder of the German-Chinese Association for Artificial Intelligence, a nonprofit advancing the exchange of education, research, and public resources between Germany and China in the field of AI. Questions Shan Answered in this Episode:
(6:50-6:57) “I think one of the biggest challenges is that building this kind of platform requires a team of different experts in different domains.” (10:31-10:56) “In the beginning it’s about providing infrastructure and also helping our stakeholders with other teams learn a/b testing, understand a/b testing, because statistics is sometimes a very confusing thing--confidence interval, significance--it’s not so easy to explain. And I think it might be helpful to get a solid groundwork on this stuff.” Mentioned in this Episode: | |||
| Inside the Mobile Marketing Industry’s No-ID world - Catherine Perloff (AdWeek) | 15 May 2024 | 00:29:30 | |
Catherine Perloff is the platforms reporter at Adweek, an American publication covering news related to the brand marketing ecosystem. In this episode, Catherine gives us the latest news on what’s happening within the murkiness of cookie depreciation and the advertising industry’s no-ID world. She also discusses emerging trends from AI-powered media buying to retail media and more. At Adweek, Catherine focuses on how media buyers and brands spend their marketing budgets, what channels are most effective for them, and what struggles they encounter in buying the best media to reach the right audience. She also covers how publishers monetize effectively with digital marketing tools. Questions Catherine answered in this episode:
(7:39-7:59) “I think that there was a mindset that you could build a whole business on Meta, like that would be your main channel – and after ATT, I think a lot of businesses, especially DTC brands, realized they had to diversify.” (15:01-15:20) “The purveyors of premium inventory are always going to say that high-quality inventory will be performative. I don’t think that’s true, but it’s definitely harder to prove. It’s often said that if you can’t track it, it’s branding.” (16:47-17:07) “AI is being used for creativity in the advertising space. Is generative AI going to replace creative agencies? Is it going to replace copywriters? It poses a real existential threat to media agencies if more of the technology is doing the decision-making.” Mentioned in this Episode:
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| How to Nail User-Generated Content – Yoann Pavy (Diem) | 20 Apr 2021 | 00:36:20 | |
Yoann Pavy has started a new role as Vice President of Marketing at Diem. Previously, he was the Head of Digital Marketing at Depop. He’s recently launched his own podcast, Digital Marketing Finesse. Yoann is based in London. Questions Yoann Answered in this Episode:
(21:57-22:26) “Going back to the marketing strategy side, it’s like the marketing 101 that says testimonials are the key. Now you’re in b2b, you want testimonials. You’re in b2c, you want testimonials. Everyone talks about testimonials like the bread and butter of marketing to sell your product. So, we kind of made Gen Z testimonials, the new version of them—they were very raw, they were very real, and completely unscripted.” (24:32-24:50) “So it’s like really keeping the truth of [user-generated content] is I think the key ingredient. And I do think that it almost doesn’t matter what the market base is about; it could be about anything. As long as you put the people using it at the forefront, it’s going to be real.” Mentioned in this Episode:
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| Proactive Mobile Marketing Strategies for Apple’s Data Privacy Changes – Liz Emery (Tinuiti) | 13 Apr 2021 | 00:34:23 | |
Liz Emery is the Senior Director of Mobile and Ad Tech Solutions at Tinuiti, the largest independent performance marketing agency across Google, Amazon, Facebook, and beyond. She oversees their mobile executions on strategy, ASO, including A/B testing through all of their user acquisition channels as well as lifecycle email marketing. Questions Liz Answered in this Episode:
2:35 Liz’s background (12:07-12:15) “I think the four forces at work are people, regulations, and browser and device-level changes, all driven by government and big tech.” (16:58-17:15) “I don’t think you have to be like, ‘Oh, my core media strategy is wrong. Everything I’ve been doing for the last couple of years is wrong. I need to stop spending x, y, z.’ That’s not what I’m saying. You do need to keep spending with those consistent channels, but just be cognizant that the kind of targeting and the results you’re going to get are going to shift.” Mentioned in this Episode: | |||
| How to Build Social Validation for a Mobile App - Jon Lau (Weee!) | 07 Apr 2021 | 00:29:52 | |
Jon Lau is the Senior Director of Growth at Weee!, a company delivering Asian & Hispanic groceries with zero service fees and free delivery. Previous to the e-grocer app, Jon hailed from a background in banking and then mobile marketing for gaming companies, like DraftKings, Smule, and Playsonic. Questions Jon Answered in this Episode:
(12:31-12:55) “It goes to show the grocery potential of different ethnicities in the U.S. So, specifically here, we’re talking about the Asian and Hispanic population in the U.S., which by and large I would say, depending on where you live, can be relatively underserved. And these are populations that have the wallet share that can actually make the purchases, they just don’t have something nearby.” (18:29-18:55) “There’s this conception that it’s ‘too good to be true’ type feeling. And so, we realized this was an issue. And at the same time, we actually found out that the most common search phrase for Weee! was, ‘Is Weee! legit?’ And then we were like, ‘Okay, this is a completely different challenge we have to tackle because it’s no longer about reaching the audience--we’re reaching them--but people are skeptical about whether this service is real.” Mentioned in this Episode: | |||
| Building Resilience for Women in Mobile Gaming - Jayne Peressini (Electronic Arts) | 31 Mar 2021 | 00:36:59 | |
Jayne Pimentel is the Senior Director of Marketing and Growth at Electronic Arts. Electronic Arts develops and delivers games, content, and online services for Internet-connected consoles, mobile devices, and personal computers. EA has more than 300 million registered players around the world. Questions Jayne Answered in this Episode:
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(10:25-10:42) “I fell into my own in terms of mobile games. I went to Machine Zone and I fell back in love with mobile games. I fell back in love with the work as well. Performance marketing, all that comes with, really, is my passion and my skillset. So it’s nice I can combine those things.” (12:13-12:42) “I want power. That’s a big thing for me, the ability to influence and the ability to support women in our industry. And so, that is what my passion has morphed into. It’s not just mobile games as a category but the people within mobile games, and specifically the women because I’ve seen the shit that we have to deal with and I’ve been part of that. I show up every day as if it was the person I wish I had when I started my career.” (17:47-18:21) “For women, I feel like we hold ourselves to such a high standard in terms of we let bad days define us and we let bad moments define us. Even feedback. I ask for feedback all the time and I take everyone’s feedback as truth to me as a person and I never question feedback. I’m always like, ‘yep, that’s right, I was an asshole. Yep, I should do that.’ And in fact, you don’t have to. You don’t have to agree with all of the feedback. You can listen to it, but you don’t have to wear it.” Mentioned in this Episode: | |||
| Overcoming “Impostor Syndrome” as a Woman in Tech - Michelle Lerner (Branch) | 24 Mar 2021 | 00:32:42 | |
Michelle Lerner is the Director of Business Development at Branch. Branch provides cross-platform linking and attribution solutions to the world's leading digital brands. Questions Michelle Answered in this Episode:
(4:55-5:09) “I think as a woman, we’re always told to be put in this little box of like, ‘Okay, well, behave.’ But, I don’t think the opposite of that being having a voice and making sure you’re heard is misbehaving.” (16:38-16:58) “I think as managers and as leaders, we’re always being like, ‘Hey, why don’t we try it like this?’ instead of being like, ‘What do you think we should do?’ And I think continuing to ask questions will also really help people get their footing and have a voice because then the more questions you ask, the more they’ll feel like they’re able to come forward and bring their opinion and thoughts to the table.” Mentioned in this Episode: | |||
| Company Culture that Works for Women in Mobile Marketing - Fanny Jacoby (Trivago) | 19 Mar 2021 | 00:37:21 | |
Fanny Jacoby is the Head of Projects for app marketing at trivago, a leading hotel price comparison website. Questions Fanny Answered in this Episode:
(3:06-3:41) “The content was pretty exciting but the atmosphere at the time was really toxic. And I’m really sad to say it because I’m all for this woman empowerment, we’re great, we’re badass and everything, but I did feel a lot of competition there at the time and sometimes I feel like women can sometimes be mean to each other and tear themselves down. And a lack of diversity also led to this toxic, competitive, mean, gossipy environment I would say.” (21:11-21:23) “I think one of the biggest problems [for women in marketing], I think I mentioned it before, is this imposter problem. To not always trust yourself and capabilities, and lacking self-confidence in general.” Mentioned in this Episode: | |||
| The Fight for Women’s Voice in the Gaming Industry – Jen Donahoe (Riot Games) | 11 Mar 2021 | 00:53:59 | |
Our first guest is Jen Donahoe, the Marketing and Growth Lead for Teamfight Tactics at Riot Games. Jen has also held marketing roles at Disney, Hasbro, EA Sports, and Mattel. She shares her thoughts on connecting with male peers, the need for women to support other women, calling out unconscious bias, work-life balance, and more. Questions Jen Answered in this Episode:
(8:59-9:28) “I think because I had such a connection to sports and to these hobbies that many men actually enjoyed, I was really able to connect with them. And so, I call it ‘authentic connections.’ You have to realize that whether we’re women, we’re human beings and we have to find ways of connecting with other human beings, and I was just really good at figuring out that hey, the authentic way I can connect with these mentors or these people that I need to know was to find a thing that connected us.” (15:53-16:18) “For us, in today’s day and age, nothing is really that overt anymore. I think that it’s more of the unconscious bias that sometimes happens from our male peers. And one of the things is when you have an idea and you say something in the meeting, it gets glossed over and then a few minutes later a man will repeat the same question and everyone’s like ‘Oh my god, it’s an amazing idea.’” (29:05-29:12) “Without a diverse workforce, without different perspectives, you’re not going to succeed in today’s innovative and changing environment.” Mentioned in this Episode: | |||
| Data Science: Measuring Campaign Uplift Without Device IDs - Yue Meng (Delivery Hero) | 04 Mar 2021 | 00:36:42 | |
Yue Meng is the Senior Data Scientist at Delivery Hero, an on-demand delivery platform. Previously she was a marketing consultant for Ninah Consulting. She has a master’s degree in statistics. She is based in Berlin, Germany. Questions Yue Answered in this Episode:
(9:21-9:43) “This offline scenario is very similar to an online scenario without the device ID, I would say. So probably some models that we’re using for the offline campaigns estimation can be used on the online campaigns also. That’s what we are currently trying to do.” (17:07-17:20) “By using the time series analysis, the simplest model you can use, you’re not adding any other factors or any other features. You only focus on the time series by itself.” (24:30-24:41) “Now the control group on a user level is impossible. What we can try to do as a proxy is to use instead of user-level to use geo-level, for example, the city level.” Mentioned in this Episode: | |||
| A New Map for Marketers Based on the Customer Journey - Christian Eckhardt (Customlytics) | 22 Feb 2021 | 00:36:22 | |
Christian Eckhardt is the CEO and co-founder of Customlytics, a Berlin-based app marketing agency. They specialize in consulting and supporting mobile strategy, analytics, and ASO integration. Questions Christian Answered in this Episode:
(15:53-16:02) “I think the second big benefit of the Marketing Master Map is to point you towards things that you might have been missing out on in terms of which channels to you, in terms of the different technologies to use.” (28:42-29:12) “For me, this is really just the beginning. I know and I can guarantee you that, for example, the advertising strategy chapter is a very incomplete one because all of the things that are in there--there are the most important things, but a lot of them are exemplary. And there are many, many more sub-advertising strategies that you can adapt to. And this holds true for a lot of chapters in the map. The only thing is if we were to put them the whole thing would be even bigger than it is now.” Mentioned in this Episode: | |||
| Calculating the Uplift of Marketing Moonshots - Cody Ryan (Ibotta) | 03 Feb 2021 | 00:44:44 | |
Cody Ryan is the Vice President of Growth Marketing at Ibotta, an app that gives users cashback on things they’ve already purchased. Questions Cody Answered in this Episode:
(17:54-18:02) “What we’ve done as an approach as a team is we carve off a certain percentage of our budget to just try things that could be moonshots.” (20:37-20:58) “We try to do across the business is have our teams understand one percentage point increase in activation rate is worth X million dollars in gross profit or adjusted revenue or whatever your topline metrics are; because it helps ground people in small incremental improvements make big impacts on the business.” Mentioned in this Episode: | |||
| How the Subway Surfers Game Handles User Privacy - Janos Perei (SYBO Games) | 01 May 2024 | 00:18:10 | |
Janos Perei is the Head of Growth for SYBO Games, the mobile game developer responsible for Subway Surfers, one of the most downloaded mobile games on the planet. In this episode, you’ll learn how SYBO is navigating privacy regulations in the U.S. and Europe and the importance of working cross-functionally with your teams. Before joining SYBO, Janos worked for Voodoo and Socialpoint. Questions Janos Answered in this Episode:
(3:42-3:56) “As human beings, we value our privacy – so we also value the chance to safeguard and decide how our users’ data is used. Coming from this mindset has been our guiding principle from the very beginning.” (6:08-6:25) “We try to put compliance first – so if a user doesn’t consent, we might not even initialize certain SDK systems and certain technical tracking infrastructure, to make sure we can safeguard the privacy of the user from the get-go.” Mentioned in this Episode: | |||
| How to Execute a Virtual App Growth Event - Louis Tanguay (AGS) | 26 Jan 2021 | 00:39:38 | |
Louis Tanguay is the Managing Director and Co-Founder of App Growth Summit, an invite-only, limited-vendor mobile app conference series and content publisher for app growth professionals. Questions Louis Answered in this Episode:
(16:55-17:06) “What I’ll do is talk to each individual speaker, find out what they can and want to speak on; and then we’ll do a little pseudo data science and mix together the people that would make a great conversation.” (30:56-31:05) “For virtual events, we’re testing the heck out of the platform because my biggest nightmare is that people sign on and it doesn’t work.” Mentioned in this Episode: | |||
| Automation and the Future of Performance Marketers - Simon Kreienbaum (kitchn.io) | 18 Jan 2021 | 00:29:11 | |
Simon Kreienbaum is the co-founder of kitchn.io, a drag-and-drop visual platform that allows marketers to build their own customized automation tools to replicate their workflows without having to learn code. Previously, Simon was the head of performance marketing at Asana Rebel and rekindled his childhood love for coding as a senior online marketing manager at Junique. Simon is based in the Berlin area. Questions Simon Answered in this Episode:
(12:27-12:44) “So we think our name kitchn, or kitchn.io, comes from the fact that we believe in recipes. So, reusing templates, having best practices, and developing systems or processes that you do manually, and then build automated workflows around it.” (18:13-18:31) “In the age of algorithmic bid optimization on the platforms, without a human doing anything, Facebook is already optimizing my campaigns. The biggest lever that you have is creative. And so that means, if you want to do this professionally, you better develop a system that helps you test as many creatives as possible and at the same time improves your hit rate.” Mentioned in this Episode: | |||
| Engaging Consumers with New Creatives in 2021 (M&C Saatchi Performance) | 12 Jan 2021 | 00:21:49 | |
Megan Price is a media buying executive for M&C Saatchi Performance. She is based in the U.K. and graduated from the University of Glasgow with an M.A. in Economics. Questions Megan Answered in this Episode:
(5:37-5:55) “[Performance media] isn’t a one-size-fits-all case. And that’s where you have networks, these media owners having fantastic ways of targeting people in a specialist manner. So, that’s actually where it ties in really nicely with understanding that everyone is different and that if you target people in the way that’s best for them you are going to get the best results.” (13:58-14:09) “[Gen Z/Millennials] grew up with phones, with technology, with all the platforms that we’re using to advertise to them so they can spot an advert and they want something out of it, so something like a value exchange.” 9Mentioned in this Episode: | |||
| Achieving Rapid Growth in Fintech By Building Trust (Valiu) | 05 Jan 2021 | 00:35:24 | |
Christian Knudsen is the CMO at Valiu, the safest way to send money electronically from Colombia to Venezuela, and soon expanding to other countries in Latin America. Questions Christian Answered in this Episode:
(12:15-12:20) “A great percentage [of Colombians] don’t have accounts because the bank doesn’t let them or doesn’t offer that service.” (20:02-20:22) “There comes the first barrier to getting into a market, and it’s trust. That was the main issue that I had as I was generating traction. Why would our users trust an app when they’ve been robbed before? Why would they stop using their confidant black market seller and change it for Valiu?” Mentioned in this Episode: | |||
| How to Implement Rapid Experimentation - Matt Pate (Finimize) | 15 Dec 2020 | 00:30:21 | |
Matt Pate is the Growth Lead at Finimize, giving you a team of finance and investment analysts in your pocket. Previously, Matt started up a VR/AR development studio in London. Questions Matt Answered in this Episode:
(15:45-16:04) “Where we saw our massive improvement was when were testing maybe four or five creatives a week and then we doubled, tripled, quadrupled that and got into the 15 to 20 range - and I can’t say we always test that much because it’s dependent on a lot of variables, but when we got to that, we saw significant decrease in our cost per acquisition, like 50%.” (20:59-21:26) “Your biggest asset as any startup, as any founder, as anybody in growth marketing, product, sales, whoever you are as a person, is creativity. And, it’s the ability to empathize and to understand somebody else and put the message in front of them. You are never going to do your job as well as my API or a computer, you know? So it’s get rid of those repeatable tasks and have as much time as you possibly can to spend on vision, creativity, and then you’ve got the utmost chance of hitting success. ” Mentioned in this Episode: | |||
| How to Engage Gen Z Mobile Users - Ngozi Ogbonna (Overtime) | 08 Dec 2020 | 00:22:47 | |
Ngozi Ogbonna is the Head of Growth at Overtime, a social-first sports media company serving Gen Z and other millennials. The OT app that Ngozi oversees growth for focuses on giving users scores and stories really quickly. Questions Ngozi Answered in this Episode:
(10:141-0:26) “It’s so funny because, traditionally, when people think about growth it’s product-led. And then, on the other side of it, growth is the performance-acquisition side. I think growth it’s the full funnel.” (16:05-16:19) “If you can find the right formula, I definitely think that you can then utilize content from a marketing perspective to acquire users, to engage users, to ultimately retain users. So, using content to really activate a full customer funnel.” Mentioned in this Episode: | |||
| The Power of Programmatic for Mobile Gaming Apps - Pau Quevedo (Goodgame Studios) | 01 Dec 2020 | 00:33:59 | |
Pau Quevedo is the DSP Lead for Goodgame Studios. He’s based in Hamburg, Germany, the epicenter of gaming companies in Germany. Questions Pau Answered in this Episode:
(9:41-9:48) “We believe that programmatic is a bit more of a specific channel that requires perhaps a little different kind of skills in order to make it happen.” (10:49-10:59) “Programmatic DSP is not a big channel for games. If you look at the companies, not many companies outside retargeting are using DSP at a large scale to acquire new users. And, there’s a reason for that.” Mentioned in this Episode: | |||
| [Rebroadcast] Using Incrementality to Drive User Growth | 24 Nov 2020 | 00:30:36 | |
Questions Vincenzo Answered In This Episode:
01:04 Vincenzo’s background ----------------------------------------- “Coordination is essential. If you start to do something without this being in place you can’t really action data in the end. You may have some findings, but those are not really actionable in the end. ”
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| The Power of TikTok for Mobile App Acquisition - Katie Perry (Public.com) | 17 Nov 2020 | 00:39:34 | |
Katie Perry is the Vice President of Marketing at Public.com. Public is an app for investing in stocks with a social twist. It’s on a mission to make the stock market more inclusive, educational, and fun. Questions Katie Answered in this Episode:
(5:28-5:41) “The mission really resonated for me for what we’re doing, which is making the stock market inclusive, educational, and fun; removing that inherent culture of it being closed off and competitive and really homogenous; and broadening the text.” (30:13-30:17) “One principle we have at the company is that we really believe that who we acquire is who we become.” Mentioned in this Episode: | |||
| One-to-One Lifecycle Marketing Tips for Mobile - Jessy Hanley (Intuit) | 10 Nov 2020 | 00:33:36 | |
Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games. Questions Jessy Answered in this Episode:
(11:03-11:16) “You have to start with one-size-fits-most, one-size-fits-some, one-size-fits-you, and taking that mentality. Because at the end of the day, it’s really important when you’re thinking about lifecycle to make sure you don’t have holes in your lifecycle.” (16:32-16:47) “So some customers really respond to push, others really respond to email, others will ignore everything you send unless they see it in the product. It doesn’t change the fact that they still need to be communicated with. So what I like to do is, that instead of starting with the channel, start with what it is that you want to communicate.” Mentioned in this Episode: | |||
| Should Gaming Apps Use Playable Ads in their Marketing Mix? - Gokce Oguz (Playable Factory) | 17 Apr 2024 | 00:17:24 | |
Gokce Oguz is the co-founder of Playable Factory, a Turkey-based company creating playable ads for gaming studios and brands with apps. Patrick interviews Gokce to learn all about playable ads for gaming studios and brands with apps. Find out what types of games or brands playables work best for, which types perform the best, when to iterate on your ads, and what the future of AI holds for creatives in mobile marketing. Questions Gokce answered in this episode:
(3:45-4:00) “Mostly casual game publishers and hyper-casual game publishers are using playable ads, but for publishers that have more mid-core games or role-playing type of games, it’s a little bit harder to use them.” (4:08-4:20) “The brands and apps running campaigns in SDK Networks are the ones mostly using playable ads because they are performing the best in those ad networks.” Mentioned in this Episode: | |||
| Mobile Marketing with QSR Giant - Kevin Nemeth (Popeyes) | 03 Nov 2020 | 00:33:59 | |
Kevin Nemeth is the Head of Digital Marketing for Popeyes Louisiana Kitchen. Previously, he’s worked within digital marketing at TD Bank, L’Oreal, MSLGROUP, HSN, AOL, and others. Questions Kevin Answered in this Episode:
(9:08-9:16) “But at the end of the day, you think about the core mediums and what it really comes down to is the customer. Take everything else away from it, and at the central part of it all is the customer.” (11:20-11:21) “Customer data is a currency.” Mentioned in this Episode: | |||
| 5 Tips for Retargeting Mobile Game Users - Ian Masterson (Tilting Point) | 27 Oct 2020 | 00:28:32 | |
Ian Masterson is the Associate Growth Marketing Manager at Tilting Point, a mobile game publishing company. Questions Ian Answered in this Episode:
(11:06-11:13) “[Lapsed buyers] have been a major focus of ours. I think it is the jumping off point. These are your most valuable users. These are the ones you want to get back.” (22:45-22:54) “I just went on [Reddit] recently and you get an idea of where people are getting tripped up early on in the game, where there’s bugs, what they’re looking for. So it’s really insightful.” Mentioned in this Episode: | |||
| APAC’s Mobile Marketing Melting Pot - Kabeer Chaudhary (M&C Saatchi Performance) | 13 Oct 2020 | 00:23:16 | |
Kabeer Chaudhary is the APAC managing partner at M&C Saatchi Performance. M&C Saatchi Performance is a global digital media agency that connects brands to people, across all channels. He is based in Singapore. Questions Kabeer Answered in this Episode:
(11:45-12:10) “That’s the great thing about APAC — because if you work in APAC, you can work across India, you work across Southeast Asia where there are more countries like Vietnam, Thailand, Indonesia, and Philippines, where people speak indigenous languages and have indigenous cultures; and you’ll be working with people from those markets and collaborating with them. So, it’s quite a melting pot. ” (14:00-14:20) “Most people [in APAC] who have actually had access to the internet had access to the internet through their phones. They’ve never actually had a desktop or a laptop. So, they have completely skipped the online revolution when the desktops came in or the laptops came in.” Mentioned in this Episode: | |||
| Drive App Growth by Building Community - Shana Sumers (HER) | 06 Oct 2020 | 00:34:09 | |
Shana Sumers, who is the Head of Community at HER, the largest community and dating app for LGBTQ+ womxn and queer people. She’s also the co-host of the Bad Queers Podcast. Questions Shana Answered in this Episode:
(9:07-9:17) “There are only 16 bars in the U.S. that are catered towards queer womxn like period, and that’s if they survive COVID.” (11:38-11:45) “The overall goal is that I’m trying to provide a space where people can build valuable relationships with others who have similar interests.” Mentioned in this Episode: | |||
| All about Apple's IDFA changes & future role of MMPs - Susan Kuo (Singular) | 29 Sep 2020 | 00:38:02 | |
Today’s guest is Susan Kuo, the COO and Co-Founder of Singular, a key mobile measurement partner. Susan got her start in the industry at Electronic Arts, and from there continued to work in senior mobile marketing and analytics roles at companies throughout Silicon Valley until starting up Singular. Questions Susan Answered in this Episode:
(11:36-11:52) “There’s definitely a primary reason, which is very much focused around user privacy. It’s been such a real core focus, not only across Apple, but all the largest media partners are getting tackled with this question in the last couple years.” (15:38-15:48) “Right now, in talking to the top 25 media partners, I get a good sense that most of them are going to be ready.” Mentioned in this Episode: | |||
| The Opportunities of Shifting to In-App Advertising - Patrik Wilkens (Azerion) | 15 Sep 2020 | 00:29:54 | |
Patrik Wilkens is the Vice President of Mobile at Azerion. Azerion is a media and tech company based in Amsterdam that provides safe, reliable, and valuable content on a European scale with local presence. Questions Patrik Answered in this Episode:
(14:10-14:19) “Who’s a gamer? Honestly, today I think everybody is a gamer. They may not call themselves gamers but they are playing games.” (19:33-19:39) “Gaming is actually a great space, objectively, for brands to do their marketing, yet they don’t do that.” Mentioned in this Episode: | |||
| Mobile Marketing Traffic Beyond Facebook & Google - Misha Syrotiuk (Huuuge Games) | 08 Sep 2020 | 00:37:39 | |
Want to learn more about the value and challenges of ad networks outside of Facebook and Google? Today on the Apptivate Podcast, @Misha Syrotiuk, Head of Ad Networks and Programmatic on the user acquisition side for @Huuuge Games, breaks down 6 traffic sources beyond the big two. Questions Misha Syrotiuk Answered in this Episode:
(5:05-5:15) “Casino space is very competitive and it’s very hard to get into for different reasons. One of the reasons is the very high cost of user acquisition and a very long payback period.” [178 characters] (33:00-33:06) “I would go mostly with programmatic DSPs, just because the volume there is massive and they can have any reach.” [110 characters] Mentioned in this Episode: | |||
| Understanding African Markets for Mobile Games - Cordel Robbin-Coker (Carry1st) | 31 Aug 2020 | 00:33:22 | |
Cordel Robbin-Coker is the Co-Founder and CEO of Carry1st, the leading mobile games and content apps publisher and developer for African consumers. Cordel is based in Capetown, South Africa. Questions Cordel Answered in this Episode:
(5:40-6:07) “[Africa] is the fastest-growing continent in almost any way you can imagine. People are starting to move into the middle class in a way you saw in Asia probably 20-30 years ago. And as that happens, there is an appetite for a really wide range of goods and services. Everything that you have and use day-to-day, people on the continent aspire to or/and are beginning to have. So, it creates a cool opportunity to build businesses and serve people.” (20:27-20:38) “Kenya has the most advanced mobile money system in the world, called M-Pesa. And, there are statistics that say something like 50% of the GDP of the country flows through M-Pesa on an annual basis.” Mentioned in this Episode: | |||
| Building Trust with Mobile App Users During Coronavirus - Alexandra Kleemann (Shpock) | 25 Aug 2020 | 00:25:55 | |
Alexandra Kleemann is the Head of Marketing at Shpock, an online marketplace for second-hand goods. She is based in Vienna, Austria. Questions Alexandra Answered in this Episode:
(16:49-17:16) “It was really successful. We saw a very good uplift in numbers. We even saw a journalist reaching out to us why we did it because they had seen our messages and they had realized that this was a big risk for us. And it actually turned out really well because I think users understand that at this point we weren’t looking out for business, we were actually looking out to make sure it was a safe experience. And I think that was really well received.” (17:39-17:52) “After all the theoretical discussions that we had around ‘we are becoming the U.K’s must trust marketplace, how do we convince our users of that?’--this was the perfect opportunity to prove it, I would say.” (19:18-19:32) “We even implemented new touchpoints within the product because one of the learnings that we had was that, even if you use lots of touchpoints already, there’s still people who are going to miss out on the message because users don’t always read what you send them.” Mentioned in this Episode: | |||
| Leveraging Dynamic Product Ads to Grow Your App – Christian Eckhardt (Customlytics) | 18 Aug 2020 | 00:37:04 | |
Coming back to the Apptivate Podcast is Christian Eckhardt, the CEO and co-founder of Customlytics. Customlytics provides app marketing, analytics, and technology infrastructure consulting and hands-on help. Questions Christian Answered in this Episode:
(8:43-9:01) “I think that other stuff will essentially be two main categories of tasks that are left, if you want to put it like this, for the human being. Number one is something that is essentially the oxygen for the machine to then really run with the data, and that is the technical infrastructure.” (18:00-18:26) “The golden rule is always that small iterations is what you want to do once you’ve found a new concept that works, then you want to iterate that to the point where they’re even better. Then at some point, you want to throw it away again to start with something new. But, it’s definitely not the road to creative success to never start over again and just make endless incremental changes on the tiny, tiny bits and pieces.” Mentioned in this Episode: | |||
| Using AI to advertise mobile games - Günay Aliyeva (Gamelight) | 03 Apr 2024 | 00:27:37 | |
Günay is the co-founder of Gamelight, a user acquisition platform for app developers and a game and app recommendation platform for users. Gamelight’s success can be attributed to its powerful AI algorithm. Learn how UA managers are leveraging tech to pair users with mobile games that they’ll love. Questions Günay Answered in this Episode:
(5:08-5:27) “We let the algorithm decide because it’s way more granular and can analyze more data points than a human. This is how it brings much better UA results for our advertisers because it can pick every single user that could be the best fit for them instead of taking average gender or age for users.” (13:04-13:13) “[Humans] are more creative. They can have better ideas on what to do and how to plan UA campaigns in a more strategic way.” Mentioned in this Episode: | |||
| Adapting Mobile Marketing Strategies During Coronavirus - Michael Jessen (Socialpoint) | 11 Aug 2020 | 00:27:21 | |
Michael Jessen is the Senior User Acquisition Specialist at Socialpoint, a world-renowned mobile gaming developer and publisher. Michael is currently based in Barcelona, Spain. Questions Michael Answered in this Episode:
(8:58-9:11) “Before the official lockdown in the U.S., we already had some uplift in terms of performance, working very closely with product, like more than ever before. But the thing was basically the whole performance kept on rising. So we’re like, ‘Okay, let’s ride this wave and keep on pushing.’” (16:46-16:56) “If you create a concept video and a concept playable, and especially if it’s aligned with the landing page and the app store, the conversion is the best.” Mentioned in this Episode: | |||
| Why Transparency Matters on an Impression Level - Daniel Lopez (Electronic Arts) | 28 Jul 2020 | 00:28:01 | |
Meet Daniel Lopez, Director of Mobile Growth at Electronic Arts (EA), the second-largest gaming company in the Americas and Europe by revenue. Daniel got his start in mobile marketing at Machine Zone and has since worked at DraftKings and GSN Games. Questions Daniel Answered in this Episode:
(10:18-11:07) “I honestly think there’s not enough attention being paid to drivers of unique traffic and managing towards a unique, incremental device universe as opposed to just managing sources, channels, AT apps, and things of that nature. Because the nature of our business is that we need to identify an audience and then we need to figure out how to get to that audience. And then once we actually figure that out, then we try to scale. And then once we start scaling, we start dealing with this thing called saturation. And we start dealing with losses of incrementality, losses of effectiveness, and whatnot. And I think there’s not enough being done within the industry to challenge the lack of transparency on, let’s just single out, impressions counts.” (25:32-15:58) “The thing that I am most concerned about is--it also goes back to the death of the idea phase--is that that just pushes power more and more into the hands of the big companies, to where it’s going to be like, “Hey, they have all the data. Let’s allow them to do everything.” And then that just kills the spirit of the problem-solving attitude because then everyone can just blame the algo[rithm]. And that’s something that maddens me to no end.” Mentioned in this Episode: | |||
| Building Gaming Apps as a Service, Not a Product - Luis de la Cámara (Genera Games) | 21 Jul 2020 | 00:36:28 | |
Luis de la Cámara is the Chief Marketing Officer for Genera Games, a leading developer in mobile games for iOS and Android. Luis previously worked for other gaming companies, such as Outplay Entertainment, King, Gameloft, and 2K. Questions Luis Answered in this Episode:
(21:35-22:14) “That’s one of my focuses from the very beginning is to tear down those walls. Make sure that everyone’s fully aligned. That we all have the same overall objective. Now, we can then break those down into smaller pieces and then things that are more manageable for a specific team. That’s really important. And then also understand that coordination doesn’t only come from a senior level. I think that at every level in the company there needs to be that bridge between the different teams: product, marketing, analytics, finance, art, HR. I think everyone needs to be continuously always working together as much as possible. Everyone’s got their areas of influence but everyone needs to understand everyone else’s area as well.” (30:58-31:01) “I think that’s the main mentality that people need to have, is that you’re not building a product, you’re building a service” Mentioned in this Episode: | |||