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With so many factors to consider when bringing an app product to market, where should growth marketers focus their time and attention to maximize return on investment? To answer this question, Remerge host Taylor Lobdell interviews Kevin Kawai, a seasoned growth marketer with over ten years of experience. In this episode, Kevin shares key growth marketing tips on no-cost growth tactics, waitlist campaigns, lifecycle and paid user acquisition, optimizing onboarding, driving virality, paid advertising, performance metrics, and where growth marketing is headed with AI.
Kevin is the Lead Growth Marketer at NewsBreak, a news app for current events, news, and weather alerts for your local community.
Questions Kevin answered in this episode:What are some universal growth strategies that apply across the board of the different verticals you’ve worked with?What do your weekly or monthly goals look like for NewsBreak?You handle B2B and the lifecycle marketing for users. What strategies do you find more effective for managing both sides of the equation?What are some key tactics you use to make sure people stay with your app?What tips would you give someone who is trying to break into growth marketing? What background do they need to have?How do you help boost signups, execute waitlist campaigns, and ultimately, conversion rates?How are you marketing to get B2B advertisers on NewsBreak?What’s your favorite go-to growth strategy?How do you think growth marketing is going to change in the near future with all these AI tools?How do you gauge the interest of users with a new feature?How do you encourage someone who uninstalls your app to complete a survey?Can you talk about balancing short-term tactics with the long-term view of unit economics when scaling an app?Timestamp:0:53 Kevin’s background2:58 Kevin’s role at NewsBreak5:18 Tips for successful onboarding7:04 Breaking into growth marketing8:59 Implementing “waitlist” tactics10:53 B2B marketing for NewsBreak’s ad platform11:57 Tools and resources for go-to-market strategies14:18 How AI will impact growth marketing17:38 Where to focus your attention19:30 Success with user surveys21:40 Balancing short- and long-term goals for scaling23:53 Where to go in the South Bay of SFQuotes:(2:17-2:33) “I think one of the bigger misconceptions with early-stage organizations is that they try to achieve results in an immediate fashion, but a lot of these growth tactics tend to be more long-term projects.”
(12:05-12:19) “I’ve seen a lot of go-to-market strategies come from AI these days. And I think from the AI perspective, it probably gets you about 50 percent of where you need to be for a full strategy.”
Mentioned in this episode:Kevin Kawai’s LinkedInNewsBreak App -
In this live edition of the Apptivate podcast, Remerge CEO and co-founder, Pan Katsukis, interviews the Vice President of DoorDash Ads, Toby Espinosa, about the company’s advertising journey – live on stage at the App Growth Summit in San Francisco. DoorDash is now one of the largest marketplaces in the world for delivering food, goods, and more, generating over 80 billion in Gross Merchandise Value (GMV). Hear about their humble beginnings in Palo Alto, how they flipped the paradigm for helping restaurants and small businesses to grow through their advertising platform, and where they are today with their retail media network.
Questions answered in this episode:Can you describe your role at DoorDash and how it evolved?Do you provide tools outside your platform?How do restaurants budget for advertising on social media with DoorDash?How do retailers tap into DoorDash’s ad tech?How was the process of building your advertising technology?What’s a trend in mobile you see working well?Timestamp:1:37 The evolution of Toby’s role at DoorDash4:30 DoorDash’s beginning7:30 Advertising that works for restaurants9:37 Digital tools for your growth inventory13:44 Payment-withholding for advertising vs CPA15:08 Building business for retailers17:40 Mindset to build an ad tech empire21:05 Understanding your value propositionQuotes:(5:40-5:53) “When we started, that was the whole idea: to provide the delivery service so that these restaurants on Main Street and every small business can grow. So our founding principle was growth.”
(9:38-9:51) “We have a perspective within DoorDash that the best businesses are layer cakes, and they’re built over time. And the way you build that layer cake is by basically continuously asking your customer what they need in order to be successful.”
Mentioned in this Episode:Toby Espinosa’s LinkedInDoorDash -
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How do you know you’re on the best path to growing your app? Michelle Murcia, the Head of Growth at Storybeat (a comprehensive image-editing app for social content), unpacks this question for mobile marketers. Michelle discusses the stages, frameworks, and methodologies that she considers essential for driving growth and revenue on mobile.
Questions Michelle answered in this episode:Can you tell us about your role as Head of Growth at Storybeat? And what does your typical day look like?How do you find your target app users (content creators and businesses)?What’s your approach to managing the lifecycle of each user and identifying growth opportunities?What is your North Star metric?What skills do you think are crucial for working in mobile marketing today?What trends do you see shaping the future of mobile marketing, especially for smaller companies?Timestamp:1:00 What is Storybeat?1:32 Michelle’s role as Head of Growth3:53 Attracting content creators5:48 Identifying growth opportunities15:00 Defining our North Star17:00 How to become a mobile marketer19:20 Trends in growth marketing strategy23:38 What to do in Barcelona & ColombiaQuotes:(7:20-7:40) “You need to identify the stage of growth that your company is in before you can start to create the [growth] strategy. In terms of growth, there are normally three different stages: the discovery stage of the startup, the optimization, and when it’s more mature, to scale it.”
(15:19-15:39) “A North Star metric is a metric that needs to meet at least three requirements: The first one is that it needs to help show you the value of your product to the user; second is to, of course, measure the happiness of the user; and third, that it brought revenue.”
Mentioned in this Episode:Michelle Murcia’s LinkedInStorybeat -
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:What does Head of Ad Innovation mean? And what innovations are happening at Roku?How do you make the ads relevant to the viewer?How do action ads work? And what impact have you seen from allowing viewers to place orders directly from their tv?Is there anything besides the action ads that makes streaming such a powerful advertising channel?Who is your ideal customer to be using this product?What can’t I miss on a weekend trip to Seattle?Timestamp:1:02 Peter’s background4:35 Solving the ‘discovery’ problem with streaming6:00 Ad innovation at Roku7:25 Targeted capabilities with streaming8:45 Action ads on tv13:00 Roku Ads Manager17:07 Who is Roku Ads Manager for?20:36 Creatives for CTV27:06 A weekend in SeattleQuotes:(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:Peter Hamilton’s LinkedInRoku Ads ManagerPeter Hamilton’s Instagram -
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:What is Proxima and why did you start it?Where are you getting your data? And what are you doing with it to make CPAs lower and ROAS better?How did you manage to solve the loss of signal post-iOS14?How do you think the most successful mobile marketers are getting in front of the right customer at the right moment, without a ton of data to rely on?How do you think about attribution and measurement?What do you think the future looks like for AI-powered marketing platforms?Does your platform work with Android, too?Timestamp:0:50 What is Proxima?2:25 Alex’s background8:00 How does Proxima work?12:54 How most marketers are solving for signal loss14:51 Attribution and measurement16:15 Testing audiences and creative concurrently17:10 The future of AI-powered marketing tools19:32 How to test if Proxima would work for you22:15 Career advice & accelerated learning28:47 What not to miss in NYCQuotes:(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:Alex Song’s LinkedInProxima -
Getting mobile games in front of new users on Google, Meta, and other large advertising networks has become increasingly challenging, with more competition than ever before and the high-cost impact of seasonality. In this episode, Sylvain Etard, the Senior Gaming Growth Manager for Tilting Point (the leader in free-to-play games), shares how he manages this challenge by working with alternative vendors and channels, such as Demand-Side Platforms (DSPs), CTV, and rewarded ad networks.
Questions Sylvain answered in this episode:What’s your role at Tilting Point?What’s the problem with solely relying on the big players for app growth?How do you solve these UA challenges?Why is CTV the most difficult network to get into?How do you go about onboarding these new networks?How do you measure the LTV of these new channels?What KPIs should we be looking at besides ROAS?What percentage of the budget do you recommend going to the big players versus testing these other networks?How do you stay current with these different strategies?What types of things are you looking for in a new vendor?When do you decide to stop working with a new vendor?Timestamp:0:46 Sylvain’s role at Tilting Point2:01 Challenges of marketing your games on Google and Meta3:53 Finding new partners to market with5:00 Marketing your mobile game with CTV6:11 Getting started with new networks6:45 Predicting LTV with new channels8:47 Distributing your marketing budget9:46 How Sylvain stays up to speed with the latest trends11:04 Shopping for a new vendor12:19 Deciding when to stop with a new vendor13:02 Tips for getting into the mobile game marketing industry14:00 Challenges with retargeting16:29 Rewarded platforms18:15 Cross-promoting games21:12 What to do in BarcelonaQuotes:(7:01-7:16) “A good way to do LTV predictions for a game is to look at Day 7, Day 14, depending on your game, and the LTV and retention you have. If you have really good LTV but lower retention than other games, it should be a red flag.”
(11:04-11:20) “What I’m looking for in a new vendor is reliability. Having a lot of LinkedIn messages, we cannot always rely on whatever the vendor says. So the MMP benchmark and MMP index is a good source of reliability because if competitors are spending there, there’s a reason.”
Mentioned in this episode:Sylvain Etard’s LinkedInTilting Point -
Richard Eiseman is the Marketing Tech Operations Specialist at DraftKings, one of the world’s biggest fantasy sports betting companies. Richard focuses on ad tech operations including, tracking, attribution, and driving DraftKings’s privacy attribution strategy. In this episode, Richard shares his perspective on the current landscape of ad attribution. He touches on Apple’s AdAttributionKit, learnings from early tests of SKAN 4, the possible end of fingerprinting on Apple devices, and a whole lot more!
Questions Richard answered in this episode:What is your role at DraftKings?How is the current landscape of ad attribution?How are you staying on top of all the changes with ad attribution?Why do marketers need to account for the differences between various types of ad attribution?What are the main differences between Apple’s AdAttributionKit and SKAN?What high-level learnings can you share about your tests with the early versions of SKAN?How do you work with your Mobile Measurement Partner?What’s your take on Apple’s Privacy Manifest announcing it would stop fingerprinting?Is your job easier on the Google side of attribution with their GIDs?What do you think ad attribution will look like in five to ten years?Timestamp:0:33 Richard’s role at DraftKings3:03 Current landscape of ad attribution4:35 Testing incremental attribution at DraftKings7:42 What is Apple’s AdAttributionKit?10:30 How is it different from SKAN?13:30 Learnings from early tests of SKAN 4.016:43 How do you work with your MMP?17:23 Will Apple remove fingerprinting?19:50 Google’s marketer-friendly approach to attribution22:02 Advice for staying on top of the latest changes24:40 What to do in NYCQuotes:(5:38-6:03) “We have our own incrementality testing method at DraftKings where we try to weigh the actual output of everything – not from taking SKAN or Android-deterministic data or web data at the base read-out, but by really trying to measure what percent of the initially reported conversions or KPIs occurred based on that advertising alone.”
Mentioned in this episode:Richard Eiseman’s LinkedInDraftKingsAdAttributionKit -
Questions Roy answered in this episode:What is AppsFlyer and what do you do for them?Can you define ATT for our listeners?How can mobile marketers increase user opt-in rates?Why do you think opt-in rates are increasing?What have you seen on the ad spend side since these shifts?Can you talk about Remerge and AppsFlyer’s test of the Protected Audience API (formerly known as Fledge)?How do you see Apple’s new AdAttributionKit changing marketing, especially with re-engagement?How do you keep up with everything?What should product managers be testing?Can you define media mix modeling and how you’re thinking about it at AppsFlyer?How does AppsFlyer think about privacy?Timestamp:0:38 Intro to AppsFlyer and Roy1:38 Defining App Tracking Transparency (ATT)5:20 Opt-in rates since the launch of ATT6:00 Why is opting-in catching on?7:30 Effects on ad spend8:54 Google’s solutions to its depreciation of GAIDs10:02 How does the Protected Audience API work?11:28 What does AdAttributionKit change?12:50 Roy’s secrets to staying on top of the latest changes13:55 What should you be testing?15:15 Why AppsFlyer?17:15 How to break the ceiling in your career19:49 What is Roy excited about?21:50 Media mixed modeling defined27:38 AppsFlyer’s approach to privacy29:13 How to spend a weekend in Tel AvivQuotes:
(5:20) “We’ve seen surprising results. Opt-in rates since ATT started around 20% but have gone up over time. I think this has gone up to around 40% consent across the app ecosystem.”
(10:15-10:46) “In the end, the idea behind the Protected Audiences API is that we can manage cohorts of users that you would want to perhaps re-engage later on the device. So every user can be registered within their own device to different cohorts, which can later be accessed by targeting ad networks on different publishers – and all of it without sharing a single identifier across the web.”
(11:46-12:18) “Apple only took care of measurement, which is SKAN 4.0. AdAttributionKit is just an advancement of the measurement use cases. There is no remarketing solution by iOS. One can only hope. And actually, they did introduce retargeting measurement with AdAttributionKit, which might give us a little bit of hope that retargeting tools are to follow.”
Mentioned in this Episode:Roy Yanai’s LinkedInAppsFlyerEp183 Pioneering on-device bidding for the Android Privacy Sandbox (Google, Verve Group, Remerge) -
What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix.
Questions Paul Answered in this Episode:How do you approach your media mix at Self Financial?How do you allocate your budget to each channel?What criteria are you thinking about when considering new sources of traffic?How do you approach creative optimization?How do you develop different creatives for different personas and products?Any other best practices you’d like to share?Timestamp:0:46 Paul’s background1:55 What is Self Financial?2:53 Targets for optimizing your media mix4:58 Budget allocations for each channel7:00 Considerations for new sources of traffic9:00 Creative testing for optimizing your media mix13:54 Mindfulness exercise for marketersQuotes:(4:13-4:25) “I don’t think there’s any source of truth in data. Some media mix modeling tools would tell you otherwise, but it’s very much an art and science to determine how to spend your budget effectively.”
(8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that’s what I take as the baseline for that channel.”
(9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.”
Mentioned in this Episode:Paul Kovalski’s LinkedInSelf Financial, Inc. -
In this episode, we speak to Diego Salazar, the Paid Media Lead, and Daniela ‘Dani’ Aschentrupp, the Ad Ops & Acquisitions Lead, at DiDi, one of the world’s biggest mobility and food delivery apps. Get a full-funnel perspective with best practices for re-engaging lapsed users and top tips for acquiring new ones. This episode also covers creative strategies and how to measure the effectiveness of your campaigns, along with a round-up of what to do in Mexico City!
Questions Diego and Dani answered in this episode:Dani, what’s one story about mobile marketing you have to share with our listeners from a global giant like DiDi?How do you measure brand campaigns?Diego, can you give us some tips on creative strategy for re-engagement?Do you have any favorite call-to-actions for re-engagement on the creative side?Dani, what are your tips for UA creative strategies?What best practices do you have to share about measurement for UA and retargeting?How do you re-engage dormant users?What are some of the biggest challenges you face when marketing to your customers?What predictions do you have for the Google Privacy Sandbox?What should I see in Mexico City?Timestamp:0:53 Intro to DiDi and the guests2:12 Measuring the effectiveness of brand campaigns6:03 Creative strategy tips for re-engagement7:58 Creative strategy tips for UA9:40 Measurement best practices for retargeting13:26 Re-engaging lapsed users incrementally14:51 What problem are you solving for your user?17:25 Marketing challenges20:28 Why a full-funnel approach to attribution is better22:00 Predictions for Google’s Privacy Sandbox24:17 What is there to do in Mexico City?Quotes:(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.”
(8:11-8:32) “You already know what works [for your creatives]: good incentive, good value proposition, and clear messaging. I would say stick to that. Stick to what works. Once you figure out what works for you, it’s time to test more on the placement side. Compare video versus banner versus rich media, and so on.”
(14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.”
Mentioned in this Episode:Diego Salazar’s LinkedInDaniela Aschentrupp’s LinkedInDiDi -
Apptivate’s newest host, Taylor Lobdell, interviews Thomas Kriebernegg, the co-founder of App Radar, an App Store Optimization (ASO) platform. They talk about how mobile marketers can use generative AI to reduce production time, improve the outcomes of their ASO efforts, and elevate their paid user acquisition (UA) campaigns. Listen now for more details.
Questions Thomas answered in this episode:What is app store optimization?How can smaller apps compete with big brands on ASO?How can mobile marketers use AI for ASO?What is paid UA?How are you bringing in AI to help with paid UA?Where should marketers start with using ChatGTP, or generative AI?Where do you see AI going in the near or distant future?Timestamp:1:08 Thomas’s background2:21 What is app store optimization? (ASO)4:18 Fierce competition on the app store6:50 Using AI for ASO10:42 Why use paid UA?12:30 Using AI for paid UA15:00 Getting started with ChatGTP16:30 The limitations of AI17:58 The future of AIQuotes:(12:30-12:47) “From my point of view, one of the big underlying topics that AI enables is what I would call ‘mass-customization.’ This means that instead of running one ad and trying to make it perfect for everyone, you can run 10 ads for 10 different target audiences.”
Mentioned in this episode:
Thomas Kriebernegg’s LinkedInApp RadarSplitmetrics -
This week, we bring you an episode from Singular’s Growth Masterminds Podcast about what targeting and retargeting will look like for mobile marketers on the Android Privacy Sandbox, featuring Luckey Harpley (Remerge’s Principal Product Manager), Omri Gal (Singular’s Head of Privacy), and host John Koetsier. Learn about the initial testing and campaigns that Remerge has run with Singular’s new SDK for the Sandbox’s Protected Audiences API – and find out what to expect when the rollout takes place.
Questions answered in this episode:What is the Protected Audiences API?What’s the function of the protected apps signal API?How is this related to the Topics API?How will targeting work with the Privacy Sandbox?How will retargeting work with Privacy Sandbox?Tell us about Singular’s testing of the Privacy SandboxHow does retargeting work when user data stays on the device?How can app marketers prepare for this?Timestamp:1:25 What’s new with the Privacy Sandbox?3:46 What is the Protected Audiences API?5:15 How does the Protected Apps Signal API work?6:30 Is it a better Topics API?10:56 What will targeting look like with the Privacy Sandbox?12:45 What will retargeting look like with the Privacy Sandbox?17:20 Testing Singular’s SDK with the Privacy Sandbox23:00 How retargeting can work with on-device data24:20 How can mobile marketers prepare for the Privacy Sandbox?Quotes:(3:47-4:00) “The Protected Audiences API started off its life as an API focused on solving the retargeting problem, but it’s become a lot more than that. I think remarketing will, in the end, be a small part of it.”
(23:00-23:26) “It’s not that all information lives on the device, but rather, all the information that can track a user across apps lives on the device. So our advertisers will still be able to track with their MMP partners. They just won’t know which users are in app A, B, C – but they’ll still know what users are doing in app A – and what they’re doing in app B and C. They just won’t be able to connect them together.”
Mentioned in this Episode:Singular’s Growth Masterminds PodcastLucky Harply’s LinkedInOmri Gal’s LinkedIn -
How will mobile demand-side platforms (DSPs) and supply-side platforms (SSPs) bid on and sell ad placements via Google’s Privacy Sandbox for Android? Find out as Remerge’s CEO and Co-founder, Pan Katsukis, interviews Verve Group’s Head of Mobile Product, Gaylord Zach, and Google’s Android Privacy Sandbox’s Product Manager for the Protected Audience API, Trenton Starkey. Mobile advertisers and publishers can learn about the all-new on-device auction system, how it works, and how they can prepare for the rollout of the Android Privacy Sandbox.
Questions Answered in this Episode:What is Verve Group’s approach to the Privacy Sandbox? And what led you to become one of the first SSPs in the industry to test the auction system?How is early testing of the Protected Audience API going?Can you describe the on-device bidding test between Verve and Remerge?How did the test work? What challenges were there in the implementation and testing? How are you solving these challenges?How can advertisers and publishers prepare for the rollout of Android’s Privacy Sandbox?Timestamp:0:26 Today's Topic: Privacy Sandbox1:22 Meet the Guests: Trenton Starkey and Gaylord Zach2:16 Verve Group’s approach to Privacy Sandbox5:28 Why Google is collaborating with the industry to build the Privacy Sandbox10:27 The importance of early testing of Android’s Protected API12:55 Recap of Verve and Remerge’s on-device bidding test20:09 Next steps: What’s changing for publishers and advertisers?33.48 Final thoughtsQuotes:28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.”
31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It’s a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.”
34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.”
Mentioned in this Episode:Pan Katsukis’s LinkedInRemergeGaylord Zach’s LinkedInVerve GroupTrenton Starkey’s LinkedInWhat is the Privacy Sandbox Protected Audience API? -
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:Why should businesses consider moving away from social media platforms to build their communities within their apps?Why is it important for apps to own the user data of their social network?How can apps monetize their in-app communities?How can you use the customer feedback collected from the conversations of your in-app community?Does Amity’s platform address the challenges companies are facing right now?What does your day-to-day look like when marketing Amity’s products?Can apps track revenue or user engagement generated from within their in-app community?Timestamp:0:49 Amadeus’s background1:27 What is Amity?4:32 The decline of Facebook group organic reach5:43 Why build your community within your app?7:44 How to monetize your in-app community9:17 Use cases for collected customer feedback11:40 Amity’s AI tool14:24 Marketing Amity’s products17:13 Evaluating the performance of Amity’s platform19:17 User expectations for social networks22:23 What’s Amadeus excited about in the futureQuotes:(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:Amadeus Norén’s LinkedInAmity -
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:What does ‘platforms’ mean from the perspective of a marketing reporter?What's the feedback from the industry on Meta’s AI-powered Advantage+?Besides the impacts of privacy, what other trends do you foresee happening this year?How do you stay up-to-date on what’s happening in the marketing space?Timestamp:0:52 Catherine’s background4:39 Unpacking the platforms7:33 ATT’s impact on Meta for advertisers11:00 The scoop on Meta’s AI-powered Advantage+13:46 What’s happening in the no-ID world15:45 The future of AI-driven media buying17:10 Retail media and connected TV21:25 ID bridging: shady business?25:44 ResourcesQuotes:(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:Catherine Perloff’s LinkedInEmail: [email protected] (X): @catherineperlo1Adweek -
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:How is SYBO approaching user data privacy?What data points do you still rely on in performance marketing related to user privacy?How do you communicate your privacy policy to your users?How do you come together internally to discuss the business’s approach to privacy regulations?How are you using some of that data to inform your decisions without operating in a grey area?Timestamp:1:10 Janos Perei’s background3:28 SYBO’s approach to privacy5:24 Communicating consent with users9:22 Setting up our internal teams around privacy13:08 Short-term pains for long-term gainsQuotes:(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:Janos Perei’s LinkedInSYBO Games -
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:What types of gaming studios are using playable ads? And is there a distinction between the types of playables being used and the subcategories of the gaming studios?What makes a playable ad perform well, or not?How much should advertisers be iterating on their playable ads?Is there a difference between gaming studios and non-gaming studios when using these creative assets?What’s your viewpoint on the future of AI and creatives in mobile marketing?Timestamp:1:59 What does Playable Factory do3:43 Who uses playable ads6:12 What contributes to a well-performing playable ad9:07 When to iterate on playables10:40 Using playable ads for gaming apps vs non-gaming apps13:01 The future of AI and creatives in mobile marketingQuotes:(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:Gokce Oguz’s LinkedInPlayable Factory -
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:How does Gamelight work?What technology are you leveraging to run your platform?Has Gamelight had this technology from the start?What is your background and how did you come to start Gamelight?What have you learned from building this AI algorithm?How does that change the role of a UA manager?What have you seen that works really well for the games that advertise on your platform?How do you convince games to advertise on your platform?How do you acquire users to your recommendation platform?What do you see coming ahead in the industry?Timestamp:1:53 What is Gamelight?3:27 The AI technology behind Gamelight6:58 Günay’s story9:18 What we’ve learned from building our AI algorithm11:23 The role of the UA manager15:27 What draws publishers to advertise our platform?17:23 How our recommendation platform works21:38 How I become a mobile gamer24:52 What’s aheadQuotes:(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:Günay Aliyeva’s LinkedInGamelight -
As part of our Women in Mobile series celebrating Women’s History Month, Maria Lannon from Remerge talks to Lana Dubinskiy, an AI product advisor and a co-founder of Women and AI. Women and AI is an initiative highlighting women working in the field of artificial intelligence and providing relevant industry news. It was created so that women could help each other shine within this male-dominated sector of the tech industry.
Questions Lana answered in this episode:How did you end up in product advertising? Did you have a mentor?Did you ever feel intimidated to speak up?How have you been able to get other women to join?Are there certain resources that you gravitate towards that have helped you?How do you prioritize your day to stay on top of things? How do you prioritize your “you” time?What is the best piece of advice you’ve received? And what is the worst?Timestamp:2:27 Lana’s background4:02 Getting into male-dominated professions5:57 Data points: How to speak with confidence7:18 The creation of Women and AI9:00 Get involved with Women and AI11:40 Growing is uncomfortable14:40 Staying on top of AI news18:25 Compartmentalizing clients as a consultant21:46 Work-life balance24:52 The worst and best adviceQuotes:(4:26-4:36) “I see a lot of people get to a certain level and they feel like they just want to be on top of the mountain by themselves. I think it’s so important, as women, to give back to our community and mentor other women.”
(8:00-8:23) “We went to conferences and there were only a few women there. We could have spoken at the conference – we had more knowledge than the presenters there. So it was very disheartening. We felt like this is something we can do: We can highlight other women. We can show boss ladies, CEOs, that are working in the AI space, dominating it, and really making an impact.”
Mentioned in this Episode:Lana Dubinskiy’s LinkedInWomen and AIWomen and AI Podcast -
It’s difficult to find female talent in the tech industry, and it’s a real problem. Apptivate’s Women in Mobile series is back this March to celebrate Women’s History Month and to discuss how to close the gender gap in our industry. In this episode, Maria chats with Laura Schwarz, Airship's Senior Director of Sales for EMEA, who joined a handful of other female tech leaders in launching a program that invites young girls and boys to learn about different jobs within tech companies. To date, the NOW+NEXT program has reached over 6,000 young girls throughout the UK with plans to expand to the U.S.
Questions Laura Answered in this Episode:What led you to where you are in your career today?How do we encourage women to break into our industry?What has excited or inspired some of the girls who’ve gone through our internship?Can you tell us about your career story and also introduce Airship to our listeners?What makes you excited to be working in your current role?Do you have any advice for our listeners?Timestamp:1:10 Laura’s background5:10 The effect of “bro culture”6:50 Women are still underrepresented in tech8:09 Introducing tech careers to girls14:30 NOW+NEXT16:10 We won’t want men “out of the room”18:12 What helps get young people excited about tech careers?21:42 About Airship and Laura’s role26:55 The forefront of innovation29:28 Career advice for young listenersQuotes:(8:40-9:03) “I get 50 applications from male candidates and one female. How is that? Where are the women applying for jobs? This is a real problem, and we have to find a solution to that.”
(15:15-15:30) “I think that’s what a lot of women in different areas of business and research are doing – they’re paving the way and they’re always asking, ‘What’s next?’ We’re not satisfied with the status quo.”
Mentioned in this Episode:Laura Schwarz’s LinkedInNOW+NEXT Program - Mostra di più
