Growth Masterminds: mobile growth podcast – Details, episodes & analysis

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

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

In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv and John Koetsier connect for an in-depth discussion on Google’s Android Privacy Sandbox announcement. What we cover:

✅ A breakdown of what exactly Google announced
✅ Details of how mobile attribution will work with Privacy Sandbox
✅ Predictions on the future impact on the ecosystem and app marketers

Topics include:

 - the biggest change
- how this ranks next to Apple's ATT
- is the sky falling?
- attribution under Privacy Sandbox
- SDK Runtime
- Google Referrer
- Lack of user consent
- Topics and Fledge
- and ... the future of mobile marketing measurement

Why does a game publisher buy an ad network? What does it bring them? And what is behind this current frenzy of mergers and acquisitions that we're seeing in mobile adtech?

Good questions!

So I asked Zynga and Chartboost. Our conversation happened to be a couple of weeks before the news broke that Take-Two Interactive was buying (errr, acqui-merging) Zynga, and the answers are even more relevant now that that's happened. In this Growth Masterminds we chat with  Zynga Chief Product Officer Scott Koenigsberg and Chartboost CEO Rich Izzo.

Your host, of course, is John Koetsier.

Mobile marketers can live with many of the deficiencies of SKAdNetwork: lack of granularity, lack of immediacy, lack of data richness. But they can't live without predictability. Predictability enables confidence in campaigns and massive capital deployment.

BUT ...

Mobile growth experts have had major challenges making SKAN predictable. As many as 90% of mobile marketers can't get what they need out of SKAdNetwork.

In this episode of Growth Masterminds, we chat with Singular CTO Eran Friedman, who has worked with many massive clients on SKAN and iOS campaigns, on how to achieve predictability with SKAdNetwork.

There's been a ton of change in adtech in 2021. I'm not even sure we know precisely what an ad network is anymore, but we're certainly seeing the rise of a set of new titans of adtech in mobile, companies like Liftoff+Vungle, ironSource, Unity, Applovin, Digital Turbine, and InMobi.

What's driving the growth?

Is it good for mobile marketers?

And, what should we expect from mobile adtech companies in 2022?

To dig into all these questions, we chat with the CEO of Liftoff, Mark Ellis. Of course, since the merger with Vungle, he's now the CEO of Liftoff+Vungle, or whatever they're going to call the new company, Mark's not just the CEO, he's also the founder, and has a deep history in adtech and mobile.

NOTE:

This episode of Growth Masterminds is cross-posted from another podcast: TechFirst by John Koetsier.

If you’re doing mobile marketing on iOS, you pretty much have to use Apple’s SKAdNetwork. But SKAN has serious issues, including privacy-focused censorship thresholds: You don’t get all the data, so you can’t determine device-level granular marketing performance.

That means you can’t get great ROAS and ROI data ... and that makes optimizing advertising hard.

Now, there might be a solution using data science and machine learning to model the missing conversions and re-surface the missing data.

To check it out, we’re chatting with Singular product manager Evyatar Ram.

What can we learn about the future of mobile from China?

The Chinese mobile market is the largest on the planet, and has uniquely Chinese characteristics: super apps, social livestream shopping, key opinion leaders and fan economies, and more.

In this episode of Growth Masterminds, we chat with Moonie Zhu, co-founder of ETOC (E-commerce to China) about the Chinese market, how to enter it, what's different, what we can learn from it, and more ...

We chat with InMobi CEO Abhay Singhal on Epic vs Apple, IDFA and iOS 14.5, and especially the company's new InMobi Telco on-device platform.

"There are over 800 telcos in the world and each one, if you talk to them today, has an ambition of becoming a large media company," Singhal says.

We're seeing on-device ad platforms achieve significant success, with companies like ironSource Aura, AppNext, and Digital Turbine scoring very high on the 2021 Singular ROI Index. Most of them include on-device app discovery via a persistent experience on new devices and a set-up wizard upon activation. They can tie into the home and/or lock screens, and offer live updates on new apps to try.

We also chat about IDFA and iOS 14.5, the Epic Games vs Apple legal settlement impacting third-party payment options on iOS, and much more ...

0:00 On-device app discovery

3:10 Lock screen and home screen ads

5:09 Telcos as media companies

8:11 Custom version of Android?

9:32 iOS 14 and IDFA

14:40 Apple vs Epic Games