Explore every episode of the podcast The Mobile User Acquisition Show
Dive into the complete episode list for The Mobile User Acquisition Show. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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Title
Pub. Date
Duration
How to Design a Web-to-App Funnel That Converts
30 juil. 2026
00:27:08
Noom's onboarding funnel runs 120 to 140 screens. Some 3-screen funnels convert above 10%. "The length does not matter. Bigger is not always better," as Jacob Rushfinn put it. Part 2 of the FunnelFox panel gets tactical on how web-to-app funnels actually get built.
Part 2 of the FunnelFox webinar panel, with Rocketship HQ as partner. Shamanth Rao moderates Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids). If Part 1 was about the shift, Part 2 is about the mechanics.
Elise Zareie on why longer funnels convert better in weight-loss and health but fail on kids apps, where a parent just wants to hand the phone over. Andrey Shakhtin on Noom's 120 to 140 screen funnel as the industry ceiling. Mike Gadd on why your MMP, your ad network, and Google Analytics will never agree, and why that is fine once you pick a source of truth. Jacob Rushfinn on cohort-quality guardrails: ROAS alone gets gamed, so you need activation rate, D1, D7, and trial-cancel rates on the same chart. Patrick Stuart-Constant on a Liquid Death-inspired ad that mocked confused users and ran profitably for months.
Video Chapters: 00:00 Recap of Part 1 00:45 Jacob: start with 10 to 15 screens, not 100 02:00 Elise on why funnel length is vertical-specific 04:00 Andrey on Noom's 120 to 140 screen funnel 07:00 Platform hell: MMP, ad networks, and Google Analytics 09:30 Mike on picking a source of truth, using SKAN as a check 11:00 Andrey on optimizing for ROAS over conversion rate 11:45 Down-funnel accountability for UA teams 12:30 Jacob on cohort-quality guardrails (activation, D1, D7) 14:20 Mike on tying campaign data to attribution and events 15:30 Elise on creative-quality health checks 17:00 Quick-fire: paywall and pricing wins 18:30 Quick-fire: standout creative wins 20:00 Closing advice from all 5 panelists
Topics covered: - Funnel length: when longer converts better, when it kills conversion - Platform hell: MMP as source of truth, SKAN as check - ROAS over conversion rate as the campaign KPI - Down-funnel accountability and cohort quality guardrails - Creative wins from social listening and negative comments - Paywall wins: intro offers, multi-page paywalls, paid trials
How to Build a Web-to-App Funnel Without Torching $20K
30 juil. 2026
00:32:19
82% of top-grossing apps now take payment outside the app store. Patrick Stuart-Constant's team at Sociaaal ships 4,000 video ads a month, scaling to 10,000. The shift to web-to-app monetization isn't coming. It already happened.
Part 1 of a two-part panel from a FunnelFox webinar, with Rocketship HQ as partner. Shamanth Rao moderated the conversation with Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids) on how paid acquisition teams design the path after the click.
Andrey Shakhtin on why off-store attribution beats SKAN on speed, and how 2-5% payment fees unlock room to iterate. Patrick Stuart-Constant on scaling ad volume as a search space problem, and why cheaper AI creative grew his team instead of shrinking it (Jevons paradox). Elise Zareie on why web funnels only work with dedicated ownership inside the UA team. Mike Gadd on why the first renewal is the metric most teams miss. Jacob Rushfinn on the $1M revenue threshold before web funnels pay off, and the 10K to 20K monthly loss to budget for the learning phase.
Video Chapters: 00:00 Introductions and format 02:40 The one shift teams have not priced in 07:50 Andrey on the 82% off-store payments finding 09:52 Mike on measurement across web and app, platform hell 11:45 Elise on creative: lift-and-shift vs TikTok-native 15:54 Patrick on the search space, 4K to 10K ads a month 18:07 Jevons paradox: cheaper ads, bigger creative team 19:30 Elise on where AI helps and where taste is still human 21:39 What separates web-funnel winners from teams that quit 25:27 Andrey on iteration pace correlating with revenue 27:00 Who should not try web funnels: payments complexity 28:42 Jacob on the $1M threshold and the learning-phase budget 29:36 Common learning phase mistakes and how to short-circuit them 32:00 Part 2 drops next week
Topics covered: - The shift to web-to-app monetization and off-store payments - AI creative production at scale, 4,000 to 10,000 ads a month - Web funnels: dedicated ownership vs side project - The $1M revenue threshold for going off-store - Learning phase mistakes on acquisition, funnel, and paywall - Measurement complexity across web and app
Most mobile UA teams think the algorithm is something you set and surrender to.
Itai Kafri doesn't. He engineers the signal.
Itai leads product growth at Voyantis, a predictive LTV and signal engineering platform for mobile apps. He has been in mobile user acquisition since before Meta introduced oCPM, back when advertisers controlled every bid manually. Since then, he has spent years figuring out what actually replaced that control.
The answer is not the model. It is the signal strategy built on top of it.
In this episode, Itai breaks down signal engineering for mobile UA: how to send predictive LTV signals to automated channels like Meta Advantage Plus, Google UAC, and TikTok in a way that actually moves performance. Why timing matters more than accuracy. Why the channel needs rank, not dollar precision. And the three questions every growth team should answer before investing in a predictive LTV media strategy at all.
If you run paid user acquisition for a mobile app and you are thinking about PLTV, value-based bidding, or tROAS optimization, this episode is the most practical breakdown of signal engineering available.
Video Chapters:
00:00 Introduction 00:36 Pre-2014 vs post-2014: how automation changed acquisition 02:42 The seven-day conversion window ceiling 04:11 Why marketers and CFOs define a "good user" differently 07:00 Predictions, confidence, and the timing tradeoff 11:11 What actually feeds a prediction: the marathon analogy 16:26 Why proxies like "level 5" break down 17:42 How much data you need to build a model 20:15 Value-based bidding and the accuracy misconception 23:12 Managing outliers without breaking the strategy 25:11 Real client story: Google Search Partners going haywire 28:11 Whales vs outliers, and why hyper-whales backfire 32:03 Signal engineering vs RTB 34:05 User-level data, privacy, and reading the user mix back 38:57 How Black Friday and seasonality hit signaling 40:48 Why casual gaming is tricky for PLTV 41:16 Three questions to ask before investing in a prediction model 45:32 Where to find Itai and Voyantis
Topics covered:
- Signal engineering for mobile user acquisition - Predictive LTV and value-based bidding on Meta, Google, and TikTok - Confidence thresholds, latency trade-offs, and signal timing - How automated channels use signals: Advantage Plus, UAC, PMax - When D7 ROAS is already your best signal and PLTV will not move the needle
Connect with Itai on LinkedIn - https://www.linkedin.com/in/ekafri/
Voyantis gap analysis - https://www.voyantis.ai/signal-engineering-gap-analysis
How to Build a Web-to-App Funnel Without Torching $20K
07 juil. 2026
00:32:19
82% of top-grossing apps now take payment outside the app store. Patrick Stuart-Constant's team at Sociaaal ships 4,000 video ads a month, scaling to 10,000. The shift to web-to-app monetization isn't coming. It already happened.
Part 1 of a two-part panel from a Funnelfox webinar, with Rocketship HQ as partner. Shamanth Rao moderated the conversation with Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids) on how paid acquisition teams design the path after the click.
Andrey Shakhtin on why off-store attribution beats SKAN on speed, and how 2-5% payment fees unlock room to iterate. Patrick Stuart-Constant on scaling ad volume as a search space problem, and why cheaper AI creative grew his team instead of shrinking it (Jevons paradox). Elise Zareie on why web funnels only work with dedicated ownership inside the UA team. Mike Gadd on why the first renewal is the metric most teams miss. Jacob Rushfinn on the $1M revenue threshold before web funnels pay off, and the 10K to 20K monthly loss to budget for the learning phase.
Video Chapters: 00:00 Introductions and format 02:40 The one shift teams have not priced in 07:50 Andrey on the 82% off-store payments finding 09:52 Mike on measurement across web and app, platform hell 11:45 Elise on creative: lift-and-shift vs TikTok-native 15:54 Patrick on the search space, 4K to 10K ads a month 18:07 Jevons paradox: cheaper ads, bigger creative team 19:30 Elise on where AI helps and where taste is still human 21:39 What separates web-funnel winners from teams that quit 25:27 Andrey on iteration pace correlating with revenue 27:00 Who should not try web funnels: payments complexity 28:42 Jacob on the $1M threshold and the learning-phase budget 29:36 Common learning phase mistakes and how to short-circuit them 32:00 Part 2 drops next week
Topics covered: - The shift to web-to-app monetization and off-store payments - AI creative production at scale, 4,000 to 10,000 ads a month - Web funnels: dedicated ownership vs side project - The $1M revenue threshold for going off-store - Learning phase mistakes on acquisition, funnel, and paywall - Measurement complexity across web and app
How to Scale TikTok to 50 Million Views and Produce 200 TikToks a Day: with Ankit Nayal,Founder & CEO of Flamme
23 juin 2026
00:41:41
How Ankit Nayal scaled organic TikTok to 50 million views with an AI content factory, and why half of them were wasted until conversion came first.
Most founders who burn through their paid ad budget pivot to organic with one or two accounts and hope something works.
Ankit Nayal pivoted to organic and went to 150 to 200 TikToks a day.
He runs this for his app Flamme. He has crossed 50 million views. He told me more than half of those views were wasted, because conversion was not in his framework yet. The episode is about what he built once that became obvious.
The path there started in a cave. After losing his ad budget in 2025, Ankit scrolled TikTok for four hours a day for two months. He compared it to having McDonald's every meal. Out of that came the VSC framework. Viral: an under-5,000-follower account with a 100K-view post that is still picking up trend score. Scalable: a format that replicates cleanly across accounts. Convertible: a video that actually pulls downloads. Memes pulled 0.1% conversion. A girl reacting to a hook pulled 0.5%. A 100K-view reaction beat a 2M-view meme on bang for buck.
The system around the framework is more cumbersome than most posts about it admit. He started by filming himself and concluded that a brown man with an Indian accent was not the best fit for the American market. He moved to Russian creators sourced through Kwork.ru at one dollar a minute and twenty-five cents per ten-to-fifteen-second reaction. ChatGPT translation overhead killed that workflow. He moved to Sora 2, then to Seedance. Every clip gets broken into five-second blocks because the model starts hallucinating past five seconds. A CapCut filter layer with ten effects scrubs the plastic skin off AI faces. Phones get lined up on physical farms because the TikTok API gets content flagged.
The funnel sequence he ends on is the part that stuck with me. Organic first, then UGC, then paid. Most founders run it backwards.
Video Chapters:
00:00 Introduction 03:00 Losing the paid ad budget on a dating app 06:00 Four hours of TikTok a day for two months 11:00 The VSC framework 14:00 Why memes converted nothing 18:00 Russian creators on Kwork 20:00 Moving to Sora 2 and Seedance 22:00 The CapCut plastic-skin filter 23:00 The five-second hallucination limit 26:00 Why lip sync breaks scale 31:00 The phone farm 38:00 Which products should not run organic TikTok 39:00 Organic, then UGC, then paid
Topics covered:
- Organic TikTok at scale for consumer apps - The VSC framework: viral, scalable, convertible - AI UGC production with Sora, Seedance, and CapCut - Creator sourcing on Kwork and the limits of real UGC - Phone farms and TikTok content flagging - Why B2B founders should not run organic TikTok
Three numbers decide whether AI sends users to your app. Simon Thillay on the one most teams aren't tracking yet.
02 juin 2026
00:23:45
How does an ASO specialist with 10+ years of experience think about AI visibility in 2026?
In this episode of Intelligent Artifice, Simon Thillay from AppTweak shares what the data actually shows about how AI tools like ChatGPT are discovering and recommending apps today. ChatGPT owns the platform. Grammarly is outranking it inside its own answers. Simon knows exactly why.
This conversation covers what is actually changing in app store optimization, how AI visibility works differently from traditional ASO, and why the gap between apps that show up in AI-generated answers and those that don't is already opening up.
AppTweak's research found that the most cited domain in ChatGPT answers for app-related queries is the App Store itself. Simon's team tested the same intent across ten different phrasings and found Grammarly consistently outranking ChatGPT for business writing app recommendations inside ChatGPT. The difference was not product quality. It was how Grammarly positioned itself for specific user contexts across its app store presence.
Simon also points to one specific part of the App Store listing that most ASO teams have never touched, and explains why it is now one of the strongest levers for AI visibility in 2026.
Video Chapters:
00:00 – Introduction & Podcast Technical Mishaps 00:46 – How AI is Changing App Store Visibility 01:42 – Pre-searching Apps via LLMs (ChatGPT Traffic) 02:14 – The Role of App Store Optimization (ASO) in AI Answers 02:40 – Optimizing Long Descriptions for AI Search 03:19 – Writing for Humans vs. Writing for AI (User Personas) 04:08 – Structuring Content & Entity-Based Writing for AI 05:07 – Answer Engine Optimization (AEO) & The Open Web Ecosystem 06:26 – How to Audit Your App's AI Visibility (Intent vs. Prompts) 07:11 – Case Study: Grammarly Outperforming ChatGPT on Niche Intents 07:54 – Measuring AEO Impact: Coverage, Rank, and Sentiment 09:02 – Where to Find Simon Thillay
Topics covered:
App Store optimization and AI visibility in 2026
How ChatGPT and LLMs discover and recommend apps
AEO strategy for mobile apps
Entity-based writing for app store listings
Measuring AI visibility across coverage, rank, and sentiment
He led growth at Twitch and Discord. Now he runs solo on Claude: with Justin Gerrard
27 mai 2026
00:28:03
How does a growth operator who built and managed large teams at Twitch and Discord work today as a solo fractional CMO?
In this episode of Intelligent Artifice, Shamanth Rao sits down with Justin Gerrard, fractional CMO and former growth lead at Twitch and Discord, to talk about how he uses Claude day to day to plan his week, build GTM plans, and deliver work for multiple startups at once. Justin shares where AI genuinely saves time, where human judgment is still the difference maker, and why letting AI run on autopilot is a trap most teams fall into.
If you work in growth, GTM, or performance marketing, this is a practical and honest look at what working with AI actually looks like in 2026.
Chapters:
00:00 Intro: Justin's background at Twitch and Discord 01:21 Building performance marketing at Twitch 03:22 AI Speed: Weeks of work vs. a few hours 05:54 AI as an Operating System 06:33 Justin's Monday Morning AI routine 08:05 The 60/70 Rule for AI productivity 09:12 Why 100% AI work is a hiring red flag 10:11 Case Study: A localized GTM plan 14:52 Creative Strategy: Automated UGC at scale 16:30 The Trap of Autonomy in AI content 18:13 Brand Safety: The 18 Curses story 19:15 The Librarian vs. The Author 21:35 Human Creators vs. AI Avatars A/B Test 24:55 Where to find Justin online
Key things we cover in this episode:
✅ How Justin structures his Monday morning using Claude Desktop and MCP connectors ✅ Why he caps AI contribution at 60 to 70% on every GTM plan ✅ Why AI is a fast librarian but not an author ✅ How he A/B tested AI creators vs human creators in a paid ad campaign and what the results showed ✅ Why fully automating content output does not drive real results ✅ What experienced operators still bring to the table that AI cannot replicate
How to build winning web-to-app funnels (with Elise Zareie)
20 mai 2026
00:42:06
Web funnels are like teenage hex.
Everyone claims they are crushing it. Almost nobody really has a clue.
Elise Zareie spent last year actually building them.
She has been in UA since 2019. Last year she became a part-time product manager just to ship funnels herself. That meant learning Figma, coordinating designers, front-end developers, back-end developers, and analytics teams. Running QA. Shipping it. Then using AI to test faster than she ever could before.
In this episode she talks through what the process actually involves, the three levers that move the needle in any funnel, the one benchmark she watches obsessively on landing pages, how she uses Claude to generate full funnel copy from screenshots of top-performing creatives, and why AI visuals are making consumers more suspicious, not less.
Key topics
Why web funnels are harder to build than most people think and what the process actually looks like
How to identify the dominant funnel in a vertical before building anything
The 40% page-one to page-two benchmark and what to do when you fall below it
How to match landing page copy to ad creative using UTM tags
How Elise uses Claude to generate funnel copy and assessment questions from top-performing creatives
How AI helped her launch a male-specific funnel in two weeks for an app with 80% female users
Why AI-generated visuals are creating consumer suspicion and what to do about it
After shipping 30+ apps in 18 years, he went vibe coding solo with AI: with David Barnard
11 mai 2026
00:49:43
In this episode, I'm joined by David Barnard — indie app developer, RevenueCat Developer Advocate, and host of the Sub Club podcast — to talk about what happens when someone with 18 years of App Store experience picks up vibe coding for the first time.
David has launched 30+ apps, sold four, and seen every major shift in the App Store since day one. Now he's building a new app entirely on his own — no contractors, no coding partners — just Claude Code, Codex, and decades of product intuition.
This conversation goes deep on what's actually changed, what still requires human judgment, and why distribution matters more than ever in a world where anyone can ship an app.
What we cover in this episode:
- Why vibe coding finally clicked for David — and what changed in the last 12–18 months - How 18 years of App Store experience shapes what you can build with AI - Claude Code vs. Codex — how David uses both and plays them off each other - Why product intuition is still the hardest thing to replicate with AI - The real cost of building an app in 2025 vs. 2020 - Why distribution is the new moat — and how David is thinking about it - RevenueCat's Rico: talking to your business, not just your data - Why "if you build it, they will come" has never been true on the App Store
Whether you're an indie developer, founder, or operator, this episode will reshape how you think about building and shipping in the AI era.
Content Update: Rico is no longer just in beta! You can now access these insights directly in your RevenueCat dashboard.
Learn more:
— Podcast hub 🌐 https://mobileuseracquisitionshow.com/ — Podcast hub 🌐 revenuecat.com — Subscription infrastructure for mobile apps 🎙️ https://www.youtube.com/@SubClubHQ - App business insights from the people building them
🚀 He built a system to scale to 4,000 AI video ads/month: with Patrick Stuart-Constant 🤖📈
30 avr. 2026
00:37:30
🚀 In this episode, I’m joined by Patrick Stuart-Constant, who has been building AI-driven creative systems long before it became mainstream.
Patrick breaks down how his team scaled from producing hundreds to thousands of ads per month using generative AI — and why more AI actually required more humans, not fewer.
He explains why “AI slop” isn’t an AI problem but a creativity problem, how to balance automation with human taste, and why the future of marketing belongs to teams that can combine velocity with originality.
If you're running paid acquisition, building creative systems, or thinking about scaling with AI, this episode is packed with practical insights and hard-earned lessons.
🎙️ What we cover in this episode:
✅ Why early adoption of generative AI created a compounding advantage
✅ The real reason most AI ads fail (and why it’s not the AI)
✅ How to scale from 4,000 → 10,000+ ads per month
✅ Why adding AI increased the need for human creativity
✅ How “unicorn ads” actually emerge from experimentation
✅ Using Bayesian models to find signal in creative testing
✅ AI agents for pre-ranking ads before spending budget
✅ Why creative velocity is the new moat in paid acquisition
Whether you're a founder, growth leader, or creative strategist - this conversation will change how you think about scaling ads in the AI era.
🧠 How to unlock player psychology to build better ads with Bastian Bergmann, Co-founder // COO at Solsten 💎
20 févr. 2025
00:27:56
Our guest today is Bastian Bergmann, Co-founder and COO of Solsten. In this episode, he shares how psychology can revolutionize game marketing and creative advertising. Bastian discusses the power of understanding player motivations to craft ads that deeply resonate, driving better engagement and results. He explores real-world examples, like how a simple change in ad copy transformed performance for a Solitaire game, and highlights the role of AI in creating personalized experiences for players. I’m excited to share this deep dive into the intersection of psychology, AI, and marketing, and how these insights can reshape the way we approach creative strategy in the gaming industry.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/player-psychology-ad-creatives/
🔋How AI is transforming creative production with John Gargiulo, founder of Airpost.ai 🔦
21 janv. 2025
00:24:16
In this episode, John Gargiulo, founder of Airpost.ai, explores how AI is revolutionizing creative advertising. From transforming raw footage into high-quality, scalable ads to balancing human oversight with automation, John shares strategies for maintaining ad quality that rivals traditional production methods. We also dive into the future of AI-driven creative solutions and their potential to reshape performance marketing. Whether you're a marketer, creator, or tech enthusiast, this conversation offers valuable insights into the intersection of AI and advertising.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-creative-production/
🥇Going for Gold: 3 Paths to Hit 10% Day 365 Retention💰
11 nov. 2024
00:03:37
In this episode, we dive into the elusive goal of achieving a 10% Day 365 retention rate in mobile apps. With so few apps reaching this milestone, I’ll outline the three proven paths to boost long-term retention: harnessing daily habits, fostering social connections, and delivering deep content. Tune in to discover how these strategies can drive not only retention but also LTV and ROAS, helping your app stand out in a competitive market.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/3-paths-day-365-retention-10-percent/
In this episode, we explore the limitations of contextual targeting in mobile advertising. While matching ads with relevant content sounds promising, only past purchase behavior truly predicts conversions. I’ll break down why self-attributing networks that leverage purchasing data perform better and how to prioritize these networks over context-based DSPs.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/contextual-targeting-why/
💸 Why Early-Stage Apps Shouldn’t Diversify Their Ad Spend 💡
29 oct. 2024
00:02:15
In this episode, we explore why early-stage founders should resist the temptation to diversify their ad spend across too many channels. While it may seem like a good strategy, spreading your budget thin can hinder growth. I’ll walk you through the mechanics of ad algorithms, explaining why fewer channels can lead to better results. We’ll dive into the importance of focusing on self-attributing networks and how driving more conversions in one or two places can accelerate learning and performance. Tune in to understand how optimizing your ad strategy early on sets the foundation for scaling successfully across multiple platforms.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/early-stage-diversify/
💣 The Hidden Challenges of Incrementality Testing in Marketing 🧨
23 oct. 2024
00:02:45
In this episode, we dive into the complexities of incrementality testing in digital marketing. While measuring incrementality is widely recommended, it’s not a cure-all solution. I’ll break down the four key challenges you need to be aware of, from isolating the impact of multiple sources to dealing with inconclusive results.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/incrementality-4-challenges/
💵 Creator economies & user generated content: what makes virtual social worlds tick with Anton Bernstein, CEO at Pocket Worlds 📱
12 sept. 2024
00:30:35
In this episode, Anton Bernstein unpacks the strategies behind building thriving virtual communities and empowering creators on platforms like HighRise. Anton explains how user-generated content and immersive social experiences drive engagement and shares insights on monetizing through cosmetics and in-game purchases. He also breaks down the development of creator tools that allow users to build and monetize their own games and experiences. Additionally, Anton discusses the balance between early monetization and fostering long-term social connections. This conversation is packed with actionable insights for anyone interested in virtual worlds, creator economies, and platform growth.
KEY HIGHLIGHTS 🔑 The development of Highrise as a virtual world platform was driven by the desire to connect users through immersive social experiences.
📊 User-generated content (UGC) plays a central role in the growth and engagement of the Highrise community, enabling users to create and monetize their own content.
💵 Highrise Studio, a tool for creators, allows users to build games and experiences within the platform, providing monetization opportunities through creator-driven economies.
🔮 The platform’s monetization strategy primarily focuses on cosmetic items, which users purchase to express their identity and enhance their social presence.
🎁 Weekly events and mini-games are run on Highrise to offer top-tier cosmetic rewards, incentivizing user participation and driving engagement.
🧨 A key challenge for the platform has been balancing early monetization with fostering long-term social connections among users.
💈 Virtual worlds and social platforms are evolving to include more cooperative gameplay elements to facilitate social connections between users.
📍The platform is working to reduce the barriers for users to become creators by offering accessible tools and running regular game jams.
🕹 The transition from speculative NFT-driven models to a focus on creating virtual goods and communities that hold real, sustained value within the platform has been a significant learning point.
📟 The creative flywheel at Highrise revolves around attracting users, converting them into creators, and having those creators build experiences that attract more users, thereby reinforcing growth.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ugc-creator-economies-anton-bernstein/
🔑How to go from good to great with Meta for subscription apps with Marcus Burke,marketing and growth consultant 🔌
19 août 2024
00:28:36
In this episode, Marcus Burke unpacks the strategies behind optimizing Meta ads for subscription apps. Marcus explains how creative types like UGC and static ads influence placements across Meta platforms and shares insights on scaling ad accounts through creative diversification. He also breaks down the importance of Web2App funnels for faster iterations and better performance while addressing how to avoid pitfalls in Meta’s algorithm. This conversation is packed with actionable insights on scaling subscription apps.
KEY HIGHLIGHTS 🗒 Setting up automated placement-level reporting to track ad spending on Meta platforms effectively is crucial for optimizing campaigns.
👍 Different creative types directly influence ad placements, with static creatives performing well on Facebook feeds and UGC excelling on Instagram Reels.
🛑 Avoiding restrictive ad campaigns for placements helps prevent higher CPMs due to Meta’s algorithmic penalties for limiting targeting.
🧢 Meta’s algorithm tends to skew toward younger audiences in subscription apps, even though older audiences often deliver higher conversion rates.
💵 Scaling ad accounts requires diversifying creatives and placements rather than relying solely on top-performing ads.
💲 Web2App funnels offer flexibility, enabling quicker iterations and experimentation with pricing structures compared to in-app funnels.
🌐 Web-based advertising is gaining momentum as brands bypass App Store fees and optimize web traffic for efficient user acquisition.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-apps-facebook-ads/
🔗 How to reach underserved audiences with proven game mechanics with Rashad Häsänli, game lead at DieNo Games 🛋
06 août 2024
00:08:28
Join us on the Mobile User Acquisition Show's Mobile Spotlight segment as we welcome Rashad Häsänli, game lead at DieNo Games.
In this episode, Rashad delves into the art of identifying underserved yet reachable audiences using tried-and-tested game mechanics. He describes how his team navigated the competitive landscape, experimented with merge mechanics, and found progress and success.
KEY HIGHLIGHTS 🗒 DieNo Games’ strategy for identifying underserved audiences and matching them with proven game mechanics.
📈 The company conducted A/B tests to compare traditional car game mechanics with merge mechanics, revealing a surprising preference for the merge variant.
🔐 Data from Sensor Tower guided the decision to focus on the car fantasy, identifying a market without dominant players.
✂️ DieNo Games used Solsthen to compare merge and car audiences, gaining insights into preferences, pain points, and spending habits.
🔍 Insights were documented and continuously used to guide feature development and modifications, ensuring alignment with the target audience’s preferences.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/merge-audience-rashad-hasanli/
🔩 How to train your AI: strategies for high-impact prompting with Mike Taylor, Author and Prompt Engineer
22 juil. 2024
00:28:26
In this episode, we welcome Mike Taylor, an AI and prompt engineering expert. Mike shares his insights on the five key principles of prompt engineering, illustrating how these strategies can optimize AI performance and transform your projects.
From practical tips to real-world applications, discover how to make AI work smarter for you. Don't miss this deep dive into the future of AI and its potential to revolutionize the industry.
KEY HIGHLIGHTS ⚖️ Early AI prompting requires arranging words in specific ways to get desired results.
⏱ Dividing labor among AI tasks helps avoid conflicting instructions and improves outcomes.
💎 Prompt engineering is likened to early growth hacking, emphasizing scalable solutions.
🧷 Running multiple prompts and comparing results can optimize AI performance.
✂️ Using AI as a brainstorming partner is beneficial for generating creative ideas.
🔍 The accessibility of coding and AI tools has increased, making it easier for non-programmers.
🗝 AI tools can automate repetitive and tedious tasks, freeing up time for more creative work.
📚 Using Dreambooth for training AI models with client-specific data improves consistency in outputs.
🛒 AI-generated scripts can improve significantly with the addition of training examples.
📐 Techniques like chain of thought and giving AI thinking space enhance task performance.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/prompt-engineering-mike-taylor/
🚀How to 10x your creative production: webinar with Poolday.ai 🛰
15 juil. 2024
00:49:08
Today’s episode is from a webinar we hosted with Alexei Chemenda from Poolday.ai. We talk about our playbooks—Alexei's and mine—and go deep into how we have turbocharged our respective creative production output using AI.
KEY HIGHLIGHTS 🗒 Producing a high volume of creatives is essential to find successful ads and test more variables.
📈 Smaller companies or those in regulated industries may need help with high-volume creative production.
📍Marketers often need to pay more attention to AI, leading to poorly executed creatives; human input is crucial for quality.
🔐 Competitive analysis tools like Meta Ads Library, PyPy Ads, and Foreplay. Co is valuable for gathering inspiration and analyzing competitors.
✂️ AI can identify patterns in creative performance but should assist rather than replace human creativity.
🔍 Considering budget constraints, the testing process should begin with TikTok, followed by Applovin, and finalized on Meta.
✏️ Monitoring and managing creative fatigue, especially on TikTok, is vital to maintain performance.
🎈 Regularly producing new variations and having backup creatives ready ensures continuous ad performance..
📈 AI-generated video ads can significantly streamline and enhance marketing efforts in the gaming industry.
📌 Collaborations with major platforms like Meta, Google, and TikTok are crucial for driving effective user acquisition strategies.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/10x-creative-production-poolday/
🔍 Challenges and Pitfalls in Shifting to Hybrid Games with Jan van Lamoen, Senior Producer at SOFTGAMES 🕳
08 juil. 2024
00:10:25
Our guest today on the Mobile Spotlight segment of the Mobile User Acquisition Show is Jan van Lamoen, a Senior Producer at SOFTGAMES. In this episode, he discusses the pitfalls of taking core games to casual audiences.
KEY HIGHLIGHTS 🗒 Core to Casual often requires a deep dive into the core mechanics and translating part of this into familiarity.
📈 The Familiarity can be leveraged to get an initial higher amount of players to try the game and retain them.
🔐 By understanding and keeping the depth while removing the complexity of a game you can ensure you don’t lose the hook of the genre.
✂️ Taking complexity and moving this preferably into a meta-structure for your more mature players can leverage your long-term retention.
🛎 Apple’s Ad Attribution Kit(AAK): what’s new, and what marketers should do today 🔑
01 juil. 2024
00:04:51
We’re diving into one of the major announcements from WWDC 2024: Apple’s introduction of Add Attribution Kit, or AAK, which is set to replace SKAN. We’ll explore what this means for advertisers, the actual impact of these changes, and whether you need to make any adjustments to your current setup.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-attribution-kit-skan-guide/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
🐈Strategies for competitive analysis of creatives 🦋
24 juin 2024
00:05:00
In today's episode, I'm going to talk through some of the strategies we recommend and use on our team for competitive analysis and for generating ideas and inspiration from what's happening on the internet.
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
💡3 Pitfalls to Look Out For While Testing AI-Powered Creatives 🕳
17 juin 2024
00:03:27
In today’s mini episode, I’m going to discuss three pitfalls that many advertisers fall into and three things they need to look out for while creating and testing AI-powered creatives.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-creative-pitfalls/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
How Meta’s algo allocates spend to different ads in an ad set
10 juin 2024
00:04:59
In this episode we dive into the sometimes frustrating mechanics of how Meta allocates spend between ads in an ad set - and what we recommend doing about this.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/bayesian-bandits/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
🌐The perils of asset stuffing and what to do about it 📱
03 juin 2024
00:04:45
In this podcast episode, I discuss a common issue in ad account management known as “asset stuffing.” This occurs when advertisers place all their ad creatives into a single ad set without distinguishing them by type or audience.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/asset-stuffing/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
✅ Why Meta isnt a single monolithic ad channel: and what to do about it 💯
27 mai 2024
00:04:09
In today’s episode, we talk about how Meta isn't a single monolithic channel - and how to unbundle its different placements.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-placement-unbundling/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
⚓ Hooks are your video’s activation metrics 🎣
17 mai 2024
00:05:09
In this episode we talk about the similarities between hook rates and d1 retention - and share how hooks can be akin to ‘activation’ for a video.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hooks-ugc-d1-retention/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
📽 Careful with those hook rates: why you should review these metrics with nuance 🛠📽
13 mai 2024
00:05:01
All the cool kids want to optimize their hook rates. Yes, hook rates matter - yet it’s critical to be mindful of nuances in measuring hook rates, which I point out in this episode.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hook-rate-meta-facebook/
** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog
💡 Gaming UA strategies for a Generative AI world with Niels Beenan, Strategic Partnerships Director at Singular, Sharath Kowligi, Marketing Manager at DieNo Games, Krystel Bitar, Product Manager at Sensor Tower, and Cameron Thom, Chief Business Developmen
05 mai 2024
00:53:39
Today’s episode is a recording of a webinar on Gaming UA Strategies for a Gen-AI World 2024 and beyond featuring Niels Beenan, Strategic Partnerships Director at Singular, Sharath Kowligi, Marketing Manager at DieNo Games, Krystel Bittar, Product Manager at Sensor Tower, and Cameron Thom, Chief Business Development Officer at Adikteev.
KEY HIGHLIGHTS
👟 Generative AI is increasingly pivotal in gaming, enhancing both creative processes and user acquisition strategies.
🏇🏽 The gaming investment climate has become more challenging, with a higher bar set for securing funding.
🎤 Adapt strategies to maintain user motivation and reduce churn.
🎳 Demonstrating robust prototypes is now critical for attracting investors, reflecting a shift from ideation to tangible proofs of concept.
🎻 The discussion highlighted a trend towards hybrid and casual gaming experiences, which are better able to adapt to current market conditions.
🚀 Changes in player behaviors post-pandemic and new privacy regulations are significantly influencing game development and marketing strategies.
⛱ Panelists emphasized the importance of adapting to these changes to leverage opportunities in a rapidly evolving gaming landscape.
🧭 Future strategies in the gaming industry will likely focus on integrating AI more deeply into development pipelines and exploiting new monetization avenues.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/generative-ai-gaming/
📡 An ex-Googler’s guide to winning on iOS for Google UAC campaigns with Ashley Black, Founder, CandidConsulting LLC 💎
26 avr. 2024
00:26:54
In this episode, we delve into the intricacies of Google UAC strategies on iOS post Apple's introduction of App Tracking Transparency (ATT).
We love this episode as this is from an ex Googler who gives us the inside track into the dynamics at play within Google that shaped a lot of the changes that happened post ATT.
Ashley Black describes details about Google’s initial response to ATT, and talks about modeled conversions. We also uncover the challenges and limitations Google faces with iOS ad inventory, particularly the inability to prompt for ATT in browsers and the significant enhancements brought about by SKAN4, including web-to-app tracking.
Tune in to gain a deeper understanding of how Google maneuvers through changes like those that happened with ATT on iOS - and, more importantly, how you can adapt to a post-ATT world on iOS with UAC.
KEY HIGHLIGHTS 🗒 Google’s cautious approach to iOS changes stems from its complex relationship with Apple.
📈 Large and small advertisers perceive and use Google’s modeled conversions differently.
📍Tracking limitations on iOS, such as the inability to prompt for ATT in browsers, significantly impact Google’s ad inventory.
🔐 The introduction of SKAN4 marked a pivotal improvement in tracking web-to-app conversions and overall ad attribution.
✂️ Google’s strategy post-ATT involved a wait-and-see approach, which was often viewed externally as unhelpful.
🔍 Firebase enhances performance on Android but shows less impact on iOS due to limited access to device ID data.
✏️ Effective iOS campaigns with Google require a robust video strategy due to the specific inventory available on the platform.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/an-ex-googlers-guide-to-winning-on-ios-for-google-uac-campaigns-with-ashley-black/
📌 [RETENTION CLUB]Product-specific retention strategies for big wins with Lisa Kennelly, Global Product Marketing Strategist at Klarna 🗞
19 avr. 2024
00:17:33
In this episode, Lisa breaks down why traditional, one-size-fits-all retention tactics just don't cut it - and talks about how Klarna tailors strategies to individual user needs through personalized communications and sophisticated A/B testing - at scale.
KEY HIGHLIGHTS
📌 Personalize retention strategies to align with specific user needs, avoiding generic approaches.
🔊 Implement A/B testing to determine the most effective retention tactics, such as targeted discounts.
♣️ Collect and analyze data using surveys and AI tools to understand customer departure reasons.
🪐 Segment users by behavior and geographical location to refine marketing strategies.
🌊 Identify whether issues are related to user retention or activation to address the correct problems.
🖥 Actively gather feedback, including during cancellation processes, to extract valuable insights.
🗡 Engage with users regularly to maintain brand presence and swiftly resolve any arising issues.
🛒 Avoid overused communication tactics like “we miss you” messages, opting for relevant and meaningful interactions.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/product-specific-retention-lisa-kennelly/
❓A Q&A about the dynamics driving Applovin performance 💲
15 avr. 2024
00:07:50
Today’s episode is from a private interview that I did for someone in the investment community who was curious about some of the dynamics driving Applovin’s share price performance, which should hopefully help you understand and contextualize some of the dynamics that power them.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/applovin-q-and-a/
📚Learnings from using AI-based creators in UGC ads with Alexei Chemenda(Founder and CEO at Poolday.ai)📍
01 avr. 2024
00:37:31
Our guest today is Alexei Chemenda, Founder and CEO at Poolday.ai, a platform that uses AI actors to generate videos for TikTok.
In today’s episode, we discuss the evolution and current trends of AI-based creators in video ads.
Alexei shares insights from his experience, including the challenges and breakthroughs in producing emotionally resonant and highly effective AI-driven ad content.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-mobile-marketing-alexei-chemenda-pooldayai/
KEY HIGHLIGHTS 🗒 AI creators transform video ads with realistic presentations.
📈 Rapid technology advancements meet the growing demand for video content.
📍AI’s evolution enhances emotional engagement in advertising.
🔐 Efficient content creation challenges traditional methods.
✂️ Custom AI models democratize access to sophisticated tech.
🔍 AI enables the mass production of varied ad creatives.
✏️ Testing small changes yields significant performance differences.
📌 AI fosters innovative approaches to personalized marketing.
In this episode, we explore and discuss AEM(Aggregated Event Measurement) from Meta, which has been a key solution to data delays and clarity on Meta lately.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-facebook-ads-aem/
🔔[RETENTION CLUB]Winning retention strategies for subscription apps with Nataliia Drozd, Marketing and UA Lead at Fabulous. 🕐
15 mars 2024
00:26:51
Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous. Nataliia’s previous episode with us has remained one of the most popular ones of all time on our show.
In today’s episode, she sheds light on the intricacies of user behavior across different app categories, the impact of retention profiles, and strategies for optimizing subscription models.
Today’s episode is part of the Retention Club, a series of episodes on retention and re-engagement that are co-produced along with Adikteev.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-club-nataliia-drozd/
KEY HIGHLIGHTS 📌 Hybrid teams enhance retention and engagement.
🔊Retention requires understanding daily to monthly user activities.
♣️ Distinguish strategies for subscription vs. user retention.
🪐 Tailor retention strategies to app niche and user base.
🌊 Product quality naturally boosts retention and lowers cancellations.
🖥 Web onboarding offers strategic advantages but demands careful execution.
🗡 Effective re-engagement relies on precise user segmentation.
🛒 Creative tactics like loss aversion boost re-engagement success.
🥁How to balance appealing to algorithms vs. humans ⛳️
08 mars 2024
00:06:19
In this episode, we talk about the fine balance that creatives have to strike between appealing to algorithms and appealing to humans - and how getting this balance right is critical for the long-term health of a product.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/algorithms-humans/
🔥 [RETENTION CLUB] How to master retention triggers with Ekaterina Gamsriegler Growth and Marketing Lead at Mimo🌨
01 mars 2024
00:19:53
Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo – an app that helps people learn coding.
In today’s episode, we delve into retention triggers, managing seasonality and usage spikes, when and how to use paid retargeting, understanding retention by channel - and much much more.
This episode is a part of the Retention Club, a series of episodes that are co-produced along with Adikteev.
Check out show notes here: https://mobileuseracquisitionshow.com/episode/ekaterina-gamsriegler-retention-club/
👣 Winning Q1: Maximizing Post-Holiday Subscription App Growth with John Koetsier VP of Insights at Singular, Ekaterina Gamsriegler, Head of Growth and Marketing at MIMO, David Barnard, Growth Advocate at RevenueCat and Virendra Shekhawat, Head of Mobile M
26 févr. 2024
00:55:49
🚀 We’re excited to share insights from our latest webinar "Winning Q1: Maximizing Post-Holiday Subscription App Growth" with Singular and Revenue Cat! 🌟
We dove into strategies for leveraging the dip in CPMs post-Christmas to fuel subscription app growth. 📉➡️📈 Key takeaways include the importance of scaling marketing efforts in January, leveraging low CPMs for higher conversion rates, and maintaining user motivation to combat the mid-January motivation drop. 🏋️♂️💡
We also explored trends across various app categories, revealing insights on consumer behavior and effective marketing channels. 📊🔍 From the resurgence of Black Hat ASO tactics to the creative use of hybrid monetization models, we covered it all. 🎩💰
Special thanks to our superstar panelistsfor their invaluable insights and strategies for thriving in Q1. 🌟
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/webinar-q1-subscription-app-growth/
KEY HIGHLIGHTS: 👟 Leverage the post-holiday dip in CPMs to scale marketing efforts efficiently.
🏇🏽 Utilize January’s low CPMs and high conversion rates for growth.
🎤 Adapt strategies to maintain user motivation and reduce churn.
🎳 Explore various channels, including TikTok and SDK networks, for diversification.
🎯 Embrace hybrid monetization models to enhance revenue streams.
🎻 Utilize AI and generative tools for efficient creative production and testing.
🚀 Monitor and adapt to changing CPM trends and user behavior post-Christmas.
⛱ Experiment with non-digital marketing channels for localized targeting.
🧭 Prepare for privacy changes and the adoption of SKAN 4.0 and Google’s Privacy Sandbox.
🔧 Utilize blended metrics and hybrid measurement for more accurate performance analysis.
👑[Retention Club] Winning Day 0: Unlocking Early Retention For Downstream Growth 🧥
16 févr. 2024
00:24:40
This episode is part of the “Retention Club”, our series of episodes on Retention & Reengagement, co-produced with the team at Adikteev.
Our guest today is Sharath Kowligi, Marketing Manager at DieNo Games, whose knack for blending user acquisition, product innovation, and ad monetization has shaped the success of over 50 games. With a career spanning Tactile Games to Gamehouse, Sharath's journey is a masterclass in navigating the ever-evolving landscape of mobile app growth and monetization.
KEY HIGHLIGHTS: 🧗🏻♂️ Retention is paramount for apps at any growth stage, often taking precedence over immediate monetization strategies.
📈 Effective user acquisition and retention strategies require a deep understanding of your audience and their engagement patterns.
↗️ Day zero engagement metrics are critical for gauging a game’s initial appeal and potential for long-term success.
💠 High-quality games distinguish themselves through unique features and strong user engagement from the outset.
⚖️ The challenges of game development are intensified by the need to balance multiple moving parts, including core loop, meta loop, and software stability.
✅ Creative alignment between ads and game content can significantly impact user retention and monetization.
🚦Early re-engagement and retargeting strategies are essential for maintaining user interest and extending lifecycle value.
🚀 The mobile gaming industry’s high-risk, high-reward nature demands continuous innovation and adaptation to thrive.
In this episode, we explore the nuances of ROAS optimization, a key tactic that prioritizes high-value purchasers for targeted campaigns. However, its effectiveness varies, particularly in scenarios with minimal value gaps between high and low purchases, such as subscription-based models.
We dissect how ROAS optimization functions, its ideal use cases, and its limitations, especially when the purchasing tiers are closely aligned, offering insights into the strategic deployment of advertising algorithms.
💡Learnings from 750+ AB tests with Matthew Emery (Product Manager & Consultant at Turbine Games Consulting.)💯
01 févr. 2024
00:21:41
Our guest in today’s episode is Matt Emery, Product Manager & Consultant at Turbine Games Consulting.
Matt has extensive experience with over 750 A/B tests across gaming genres – and across retention, monetization, and game development. In this episode, he delves into the key takeaways from these tests and how to audit and improve mobile games.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/750-tests-matt-emery-turbine/
KEY HIGHLIGHTS 📍Product Market Fit (PMF) is vital; optimization won’t fix fundamental PMF issues.
📈 Analyze CPI vs. LTV to identify growth opportunities.
🔑 Defining PMF for games involves competitive retention and CPI thresholds.
🗂️ Prioritize improving retention over monetization for struggling games.
⚖️ Balance monetization to enhance retention without compromising user experience.
📌 Casual games are easier to optimize due to lower complexity.
🎮What apps can learn from mobile games to scale their UA with Sandra Schneider (Senior Director, Growth Partnerships at Unity) 🥅
25 janv. 2024
00:09:34
Sandra Schneider is the Senior Director of Apps Beyond Games at Unity. Sandra is responsible for ensuring that the company's Users Acquisition and monetization products are aligned with the needs of mobile app developers.
In this episode she delves into the world of mobile games and their powerful growth loops that can be borrowed by all apps. Discover valuable insights for enhancing user acquisition and monetization strategies in your app.
🏎️ Secrets of the World’s #1 Subscription App Publisher, with Cantuğ Sugün ( Marketing Team Lead at Codeway Studios) 🥮
19 janv. 2024
00:25:34
Our guest today is Cantuğ Sugün, Marketing Team Lead at Codeway Studios.
In this episode, Cantuğ takes us behind the scenes of the world’s #1 subscription app publisher. He sheds light on the why behind their reliance on paid UA, the challenges posed by the post-ATT landscape, and their approach to testing and diversifying marketing channels.
Additionally, he delves into the creative processes that drive their advertising strategies, especially in a situation where competitive analysis is not very helpful at their level of scale.
KEY HIGHLIGHTS 🍊 Paid UA for sustainable app growth. 🍋 The approach to testing and scaling new apps. 🫐 How to diversify marketing channels while evaluating the blended impact on performance. 🌽 Social media and unconventional sources for creative ideas. 🍳 Fostering a culture of teamwork and knowledge sharing across the organization.
🎷 [Live in Berlin]: Challenges post-ATT, Creative fatigue, AI tools and more with Diane Germann (Blinkist), Ekaterina Gamsriegler (Mimo), Natalia Drozd (Fabulous) and Gaurav Bhattacharya (ZenJob)🎨
12 janv. 2024
00:28:47
Today’s episode is the recorded version of the first live episode of the Mobile User Acquisition Show that took place at the App Promotion Summit in 2023 at Berlin.
We had a star-studded panel with Diane Germann, Lead Performance Marketing Manager at Blinkist, Ekaterina Gamsriegler, Head of Marketing and Growth at Mimo, Natalia Drozd, Marketing and UA Lead at Fabulous and Gaurav Bhattacharya, Performance Marketing Lead at ZenJob.
In this episode we delve into the intricacies of mobile user acquisition post-ATT, sharing insights about combating creative fatigue, native ads, and the future of marketing with generative AI tools.
Tune in to listen to this discussion on the Mobile User Acquisition Show's first-ever live session!
KEY HIGHLIGHTS 😼 Data-driven approaches and the impact of small creative changes to combat creative fatigue. 💯 Struggles faced by subscription-based apps due to the complexity of SKAN data. 🗯️ Data interpretation and the impact on traffic post-ATT. 🦾 Google vs. ASA. 👁️ Borrowing practices from product and engineering teams. 🧞♂️ Strategies using AI tools, from design to AI-generated VOs.
🎄 The Mobile UA Show takes a break. Happy Holidays! 🎆
24 déc. 2023
00:00:44
Thanks for tuning in all through 2023. We look forward to 2024!
🥪 How much does Monopoly Go spend on marketing? Analysis of a $1b revenue game. 🍱
15 déc. 2023
00:11:30
🚀 How much does a billion-dollar game spend on marketing? Monopoly Go won't tell us, but we did some sleuthing to come up with some estimates, thanks to data from our friends at Sensor Tower.
Join the conversation as we unravel how the billion-dollar sausage is made. 🕹️📊
KEY HIGHLIGHTS: 🛳️ Flat revenue trend over the last 4 months, signaling a potential plateau in growth. 🛩️ iOS and Android downloads show a steady decline, especially in the U.S. suggesting a shift in UA strategies. 🛎️ The diverse advertising strategy includes prominent shares of voice on platforms like AppLovin, BidMachine, and surprising placements on Snapchat. ⌚ Analysis hints at a substantial UA budget, potentially exceeding $60 million per month, although recent trends suggest a conservative shift post-August.
🛡️ Bridging the gap between finance and UA: Going Beyond ROAS with Martin Macmillan (CEO/Founder at Pollen VC) 🪆
07 déc. 2023
00:08:03
Today’s guest is Martin Macmillan, Founder and CEO of Pollen VC. In today’s episode, he talks about measuring the financial impact of UA spend. In mobile marketing, ROAS has long been the go-to metric. However, a recent encounter that Martin had at a gaming conference revealed a critical blind spot—time. Two studios, seemingly comparable in ROAS, had vastly different realities.
In this episode, we take a closer look at the financial impact of UA activity - and the nuances around measuring this.
KEY HIGHLIGHTS ⛑️ The simplistic approach of ROAS neglects the crucial factor of time in assessing performance. 🪗 The impact of different game genres on return metrics. 📚 mROI (monthly ROI), calculated by considering the profit a cohort generates over time. 📊 Internal Rate of Return (IRR) accounts for the time value of money and non-linear user monetization profiles.