Let's Talk Ads – Details, episodes & analysis

Join Andre and subscription app marketing legend Thomas Petit for a deep dive into "Signal Engineering" - the art and science of optimizing the data signals you send back to ad networks to dramatically improve campaign performance.

In this episode, Thomas reveals advanced strategies that go far beyond basic event optimization, including:

- How to "fake" user values to guide ad networks toward your most valuable customers

- Why gaming companies do the OPPOSITE of subscription apps when handling whale users

- The counterintuitive approach of lowering high-value user signals to prevent campaign disruption

- Real examples of signal manipulation that improved traffic quality over 6 months

- When automation actually makes your job MORE complex, not easier

Key Takeaways:

✅ How signal engineering differs from traditional event optimization

✅ Advanced value manipulation techniques for different verticals

✅ Why creative iteration still trumps technical optimization

✅ The future of UA in an increasingly automated world

✅ When to invest in signal engineering vs. when it's overkill

Whether you're spending $1K or $400K per day, this episode will change how you think about the data you're feeding to Facebook, Google, TikTok, and other ad networks.

Perfect for: UA Managers, Growth Marketers, Performance Marketing Teams, Agency Owners

Chapters

• 00:00 - Introduction & Welcome to Thomas Petit
• 02:00 - What is Signal Engineering?
• 04:30 - Advanced Value Manipulation Techniques
• 09:00 - Testing and Measuring Signal Changes
• 12:20 - Timeline and Implementation Strategy
• 15:30 - Creative vs. Signal Engineering Impact
• 19:00 - Product Optimization and Full-Funnel Thinking
• 23:00 - The Future of UA in an Automated World
• 26:00 - Network-Specific Signal Strategies
• 31:00 - When Signal Engineering Makes Sense
• 34:00 - Creative Production Priority
• 36:20 - Wrap-up and Key Takeaways

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

What do bubble-tea pop-ups and free iPhones have to do with one of Canada’s fastest-growing fintech apps?  In this episode of Let’s Talk Ads, Admiral Media CEO Andre Kempe sits down with Natasha Saviuk,  the Growth Director who helped Wealthsimple 10× assets under management by turning bold brand moments into viral acquisition loops.

🎧 Press play to learn:

• The inside story of Wealthsimple’s “Free iPhone Frenzy” and how a CAC stunt delivered record-high signups
• Why Natasha bets on IRL theatrics (yes, bubble-tea stands) to supercharge digital referral funnels
• A step-by-step breakdown of her 4-layer virality stack
• Creative testing tactics that lowered paid-social CPAs
• How to align legal, product and paid teams so wild ideas actually ship
• Natasha’s favorite growth metric (it’s not ROAS) and the dashboards she refreshes every morning

Timestamps:

00:01:17 - 00:02:36

Natasha’s Role & WealthSimple’s Mission

00:02:37 - 00:07:15

Incentives as a Growth Strategy

00:07:16 - 00:11:37

Why Incentives Work for High-Net-Worth Users

00:11:38 - 00:14:40

Building Winning Incentive Campaigns

00:14:41 - 00:20:31

Impact on Paid Social & CAC

00:20:32 - 00:27:26

Neuroscience → Marketing: Natasha’s Career Path

00:27:27 - 00:33:26

Memorable Failures & Lessons

00:33:27 - 00:42:15

Scaling Growth via Campus & Referral Tactics

00:42:16 - 00:49:01

Team Structure & Cross-Functional Growth

00:49:02 - 00:50:18

Closing Remarks

Connect & Subscribe

• Looking for a Full Funnel Digital Marketing Agency, specialized in mobile growth? Contact Admiral Media

• Follow Natasha on LinkedIn: https://www.linkedin.com/in/natasha-saviuk/

• Got growth questions? Ping Andre on LinkedIn: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/

• Never miss an episode—hit ★ Follow on Spotify and drop us a rating!

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

From 0 to 50 million users, with ZERO tracking - Let's Talk Ads with Atishay Jain from SplashLearn

What if you had to scale a kids’ app to 50 million users without IDs, cookies or retargeting?

SplashLearn’s Growth Director Atishay Jain did exactly that—and in this episode of Let’s Talk Ads he breaks down the privacy-first playbook that still converts in a COPPA-ruled world.

Inside you’ll hear:

0:00  Intro & why tracking is off-limits for kids apps

3:12  COPPA, GDPR-K & California laws decoded

8:45  Meta & Google set-ups that still deliver when SKAN is useless

14:10  Creative tactics: turning boring math drills into thumb-stopping UGC

18:52  Incentives that pull parents in—without shady targeting

23:30  Attribution when you can’t follow the user

28:05  “measurement” vs. “tracking” and how to pitch it internally

32:40  Building a multi-app portfolio: SplashLearn, SplashJunior & SplashBox

36:55  Atishay’s biggest mistake—and the growth habit that fixed it

👤Guest

Atishay Jain — Growth Director, SplashLearn

🎙️Host

Andre Kempe — Founder & CEO, Admiral Media

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre Kempe (Founder & CEO of Admiral Media) talks with Manuel Prueter, Co-Founder & CEO of Colossi Games, about how TikTok, AI, and creator-led marketing are changing the way mobile games are designed, marketed, and scaled.

Manuel shares his journey from MMO games to building one of Europe’s most exciting mobile studios. He breaks down how short-form video, user-generated content, and AI-driven tools have transformed creative testing, user acquisition, and storytelling in gaming.

Together, they explore what it takes to stay relevant in a fast-moving industry — from balancing creativity with performance to building a studio culture that thrives on experimentation and data.

What you’ll learn:

• How TikTok and creator culture influence game discovery and UA
• The impact of AI on creative production and campaign testing
• How to align marketing, design, and product for sustainable growth
• Why creative iteration and authenticity drive long-term success

Perfect for:
Game developers, UA managers, growth marketers, creative strategists, and anyone interested in how the world’s top gaming studios merge storytelling with performance marketing.

Connect with Andre & Admiral Media:

• Andre Kempe on LinkedIn → https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
• Admiral Media → https://admiral.media/
• Let’s Talk Ads → https://letstalkads.io/

Connect with Manuel Prueter:

• LinkedIn → https://www.linkedin.com/in/manuelprueter/

About Admiral Media:
Admiral Media is an award-winning performance marketing agency helping ambitious brands grow through creative, data-driven campaigns. Official partners with Meta, TikTok, Google, and Snapchat.

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

Even Angry Birds can’t rely on fame alone.

In this episode, Andre Kempe sits down with Luis de la Cámara, VP Global Marketing at Rovio, to discuss how product-led growth, AI, and creativity keep one of the world’s most iconic gaming brands relevant.

Luis shares how Rovio connects product insights with marketing strategy, how creative testing can influence gameplay, and why AI and machine learning are reshaping both advertising and game design.

He also dives into recruiting in the AI era, building teams that balance deep technical expertise with creative, cross-functional thinking.

Topics Covered:

• Why great products drive brand success
• How “fake” ads can inspire real gameplay
• AI’s role in creative testing and game design
• Balancing creativity and data in marketing
• Recruiting T-shaped marketers for growth

Key Takeaways:

• A strong brand can’t save a weak product
• AI powers smarter gameplay and marketing
• True innovation happens where creativity meets data

👨‍💼 Andre Kempe — CEO, Admiral Media
LinkedIn | Admiral Media

🎮 Luis de la Cámara — VP Global Marketing, Rovio
LinkedIn

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre, CEO of ⁠Admiral Media⁠, sits down with Drew Hampton, Head of Performance Marketing at ⁠Varo Bank⁠. One of the largest neobanks in the US.

Drew shares his playbook for compliant, test-driven performance marketing, discussing the unique challenges of fintech advertising, the impact of privacy changes, and how to optimize campaigns in a highly regulated space.

From event testing strategies to attribution hurdles (SKAdNetwork vs. probabilistic modeling), Drew breaks down what works (and what doesn’t) when scaling a fintech app.

Plus, he shares insights on team structure, creative optimization, and why web-based campaigns outperform app installs for Varo.

Key Takeaways:

• Why web-based marketing drives better efficiency than app install campaigns
• How to structure event testing for fintech compliance
• The impact of privacy changes (iOS 14.5, SKAN) on performance marketing
• Why probabilistic attribution is becoming essential
• How to motivate teams & foster a performance-driven culture

Audio Chapters:

00:00 – Intro
00:13 – Welcome to Let’s Talk Ads
00:50 – Drew’s background & role at Varo Bank
02:34 – What is Varo Bank? (Neobank for underserved consumers)
04:38 – Drew’s transition from Spin (e-scooters) to fintech
06:40 – Differences between mobility & fintech marketing
08:24 – Why Varo Bank focuses on web-based marketing over app installs
10:50 – How event testing improves campaign performance
12:30 – The impact of privacy changes (iOS 14.5, SKAN)
15:20 – Best channels for early-stage fintech startups
18:00 – Should founders run ads themselves or hire experts?
21:40 – The most underrated skill for performance marketers
24:30 – Biggest campaign success at Varo Bank
27:50 – Event testing roadmap – how to structure tests
31:20 – How to motivate teams & build a performance culture
36:10 – Attribution challenges (SKAN vs. Apple Search Ads)
39:50 – The future of MMPs (Mobile Measurement Partners)
44:20 – Final thoughts & where to connect with Drew

📌 Connect with Drew Hampton: ⁠LinkedIn⁠

📌 Connect with Andre Kempe: ⁠⁠LinkedIn⁠⁠ 

📌 Follow Admiral Media: ⁠Website⁠ | ⁠LinkedIn⁠

📌 Visit Let's Talk Ads: ⁠Website⁠

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, host Andre Kempe (Founder & CEO, Admiral Media) sits down with Lukas Reinhardt, Co-Founder and CMO of Meet5 - Europe’s largest social community app for people over 40.

Lukas shares how he turned a failed dating concept into a thriving real-world community platform, connecting thousands of users across Europe. Together, they dive into how Meet5 captured the attention of a “forgotten demographic”, what makes offline experiences so powerful, and how marketers can authentically reach audiences beyond Gen Z and Millennials.

What you will learn:

• How Meet5 evolved from a dating app into a social success story
• Why the 40+ audience is a massive untapped market
• The role of trust, safety, and simplicity in app growth
• How Meet5 built genuine community engagement beyond the screen
• Practical marketing takeaways for app founders and UA managers

Key insights:

• The over-40 demographic is often overlooked — but incredibly loyal once reached effectively.
• Real-world experiences create stronger emotional connections than traditional “swipe” apps.
• Meet5’s success proves that growth doesn’t always require flashy features — just authenticity and focus.

Connect with Lukas: 

• LinkedIn: Lukas Reinhardt
• Meet5 Website: https://www.meet5.de/

Connect with Andre & Admiral Media

• Andre’s LinkedIn: Andre Kempe
• Admiral Media: https://admiral.media
• Podcast Website: https://letstalkads.io

About Let's Talk Ads:

Each week, Andre Kempe chats with leading marketers, app founders, and brand builders who share their secrets for scaling digital products that actually connect.ø

 

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

How do you scale millions in growth without paying Google, Meta, or TikTok?

In this episode of Let’s Talk Ads, Admiral Media founder Andre Kempe sits down with Norman Nielsen (VP Growth @ Omio) to explore how AI and large language models (LLMs) are transforming organic growth.

Norman shares how Omio drives revenue from “unpaid” channels like SEO, ASO, and CRM — and why AI + LLMs are rewriting the playbook for growth marketers.

🎧 What You’ll Learn:

• How AI & LLMs are changing SEO, ASO, and CRM
• Why “unpaid” channels can generate millions in growth
• The balance between organic and paid marketing strategies
• A hype-free look at practical AI for growth marketers

👉 Perfect for growth marketers, UA managers, app founders, SEO/ASO specialists, and anyone curious about practical AI in marketing.

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre Kempe talks with Danil Ovechkin, Head of Growth at Waking Up, the meditation app redefining mindfulness for millions worldwide. Danil shares why referrals became their top channel, how CAC should really be measured, and why creativity and personalization matter more than ever when scaling apps in 2025.

🔑 What You'll Learn

• Why referrals became Waking Up’s #1 growth channel
• How to think about CAC beyond the number
• The role of the Meta Ads Library in testing creatives
• Why “meditation is personal” → and how that shapes growth strategies
• Creative tactics Waking Up uses to stand out in a crowded app market

📌 Key Insights
Danil explains why referrals beat paid as their top channel, how creative “moments” help Waking Up stand out, and why sustainable growth is built on personalization and trust—not just ad spend. He also shares lessons on balancing organic and paid growth, and how to keep performance marketing authentic in 2025.

🎯 Perfect For
Growth marketers, UA managers, app founders, meditation/wellness product leaders, and anyone scaling consumer apps in competitive markets.

Connect with Danil Ovechkin
👉 LinkedIn https://www.linkedin.com/in/danil-ovechkin/ 

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre Kempe talks with Inna Sumovska, Ex-UA Manager at HER App the leading dating app for queer women and non-binary people. Inna shares how she scaled a niche app with TikTok ads, inclusive marketing, and performance UA strategies, and what it really takes to grow authentically in 2025.

🔑 What You'll Learn

• How Her App used TikTok to scale a niche LGBTQ+ audience
• Why inclusive design creates a long-term growth advantage
• The shift from Facebook Ads to TikTok Ads and what it means for UA managers
• Tactics for marketing to underserved communities
• Lessons on balancing profitability with authenticity

📌 Key Insights

Inna explains why identity-based marketing is critical for apps like Her, how to build campaigns with limited resources, and why understanding lived user experiences matters more than just targeting demographics.

🎯 Perfect For

User acquisition managers, growth marketers, app founders, LGBTQ+ product leaders, and anyone scaling in niche or mission-driven markets.

Connect with Inna Sumovska

👉https://www.linkedin.com/in/inna-sumovska-68296264/

🔗 Resources & Links • 
Admiral Media – award-winning performance agency 
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn 
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/ 
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads” 
• Official Let's Talk Ads website: https://letstalkads.io/