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  • Welcome to a podcast crosspost from SplitMetrics' App Growth Talks. Host Lina Danilchik chats with usual Growth Masterminds host John Koetsier as they talk about Singular's ROI Index for 2024 highlighting the best ad networks on the planet.I chat about the significance of Singular's ROI Index, detailing the best mobile ad networks across various geographies and verticals. Lina asks me about my background in mobile ad tech and my path from journalist to VP of Insights at Singular, plus my philosophy on app growth and user acquisition. Key topics include the effectiveness of various ad networks like Google Ads, Meta, TikTok, and ironSource, the surprising success of smaller networks like Moloco, the potential of Apple Search Ads, and the strategic use of artificial intelligence in marketing. We also talk about future innovations in the mobile industry, including multiple app stores and ads personalized through generative AI. See a full transcript on SplitMetrics' website:https://splitmetrics.com/blog/category/app-growth-series/00:00 Welcome to a Special Crossover Episode!00:43 Introducing John Koetsier 03:58 Unveiling the ROI Index: A Deep Dive into Mobile Ad Networks05:21 The Golden Six: Top Ad Networks Uncovered08:40 Exploring Apple's Search Ads Performance15:08 Reddit's Unique Position in the Ad Space19:10 Exploring AI's Impact and Future in Tech21:15 The Evolution of Advertising with AI24:49 Emerging Technologies and Innovations in the Industry28:47 Insights from the ROI Index Report30:55 Advice for Small and Growing Mobile Businesses36:09 Concluding Thoughts and Future Sessions

  • How will Google’s new consent management platform requirement impact mobile app and game publishers? You now need a CMP ... what's that all about?In this Growth Masterminds we dive into the complexities of managing user privacy and consent in mobile apps and websites. Google's new consent management platform requirements for AdMob, AdSense, and Ad Manager users are in effect right now.So we chat with Gabe Morazan, a product director, and Achraff-Nour Meski, a client services leader from Source Point, a CMP provider. Together, we explore what CMPs are, their role in ensuring compliance with privacy laws like GDPR, and how they can be seamlessly integrated into the user experience without negatively impacting app engagement. 00:00 Introduction to Privacy and Consent Management00:36 Understanding Google's New Consent Management Platform Requirement00:51 Expert Insights: The Role and Functionality of CMPs04:53 Customizing Consent Messages for User Experience09:09 Global Privacy Control: Simplifying Consent Across Platforms15:16 The Future of Privacy and Consent Management18:37 Closing Thoughts and Acknowledgements

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  • Why do gamers like certain games and not others? GameTree is a LFG (looking for group) app that connects gamers to play together. To do that, GameTree leverages psychology to build Gaming DNA, which analyzes why certain players like specific games. Gaming DNA shows what kinds of gamers there are, who likes which games, and who might enjoy playing with others.In this Growth Masterminds, host John Koetsier chats with GameTree founders Dana Sydorenko and John Uke. Their conversation reveals insights into how gaming preferences differ across genders, ages, and platforms, touching on the social dynamics of gaming, the role of gamer psychology, and the implications for game design and marketing. Key topics include the surprising patterns of gaming among men and women, the importance of social connections in gaming, and how GameTree's technology is pioneering personalized gaming experiences. Additionally, the discussion delves into the potential of mobile gaming, the impact of VR and Web3 on the gaming landscape, and the significance of supporting diversity in gaming, particularly the inclusion of women in gaming communities and development.00:00 Introduction to Gamer Psychology00:59 Introducing GameTree and its Founders01:34 Gender Differences in Gaming03:22 Platform Preferences and Gaming Patterns04:58 The Importance of Gaming DNA06:21 The Social Aspect of Gaming15:30 The Role of Mobile Gaming22:38 The Future of Gaming: VR and Blockchain26:39 Women in Gaming31:51 Conclusion

  • Where is web3 in 2024? Investment is down, but there is still $91 billion of funding and 95 current unicorns in the space. Asaf Nadler, CEO of Addressable, says the game has shifted from hype to build mode.In this Growth Masterminds, host John Koetsier chats with Asaf to discuss the current state and future of web3, especially in relation to marketing and gaming. They delve into how blockchain can revolutionize game ecosystems by enabling asset sharing across different games and discuss the integration between Singular and Addressable. This integration aims to bridge the gap between marketing data and blockchain conversions, potentially transforming web3 advertising and marketing strategies. Also, Nadler provides insights into the challenges and opportunities of marketing in the web3 space, the transition towards mobile in the web3 ecosystem, and the potential future of app and game development on blockchain technology.00:00 Introduction to Web3 and Gaming Ecosystems00:36 Welcome to Growth Masterminds Podcast01:49 The Current State of Web3 and Blockchain03:56 The Impact of Web3 on Gaming07:33 The Role of Web3 in Decentralized Finance (Defi)09:51 The Challenges and Opportunities of Web3 in Mobile10:29 Addressing the Disconnect Between Data Sets in Marketing19:37 The Future of Web3 and its Penetration in Various Verticals28:16 Conclusion: The Potential of Open, Decentralized Data

  • In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Gali Housman and product marketing manager Kelsey Lee about the complexities of cross-platform performance marketing. They discuss the necessity of tracking customer journeys across platforms to gain full return on investment and to adhere to user privacy concerns. Singular, their platform of choice, has increasingly evolved to address these intricacies providing tools to measure gaming engagement and the effectiveness of marketing strategies across platforms. Kelsey emphasizes the need for an end-to-end solution to manage the influx of data while ensuring full measurement by marketers.00:00 Introduction to Journey Tracking in Marketing00:27 Welcome to Growth Masterminds00:56 Challenges in Cross-Platform Marketing01:30 Changes in the Gaming Industry01:45 The Impact of the Pandemic on Gaming02:27 The Shift to Mobile Marketing03:05 The Role of Privacy in Marketing03:24 The Future of Cross-Platform Games05:06 The Challenges of Cross-Platform Marketing06:17 The Importance of User Tracking10:58 The Role of Conversions API in Marketing16:13 The Benefits of Cross-Platform Solutions20:52 The Future of Cross-Platform Marketing22:17 Conclusion and Wrap Up

  • How can you get pre-ATT levels of behavioral targeting in a privacy-safe way? Can you?In this Growth Masterminds we’re chatting with the co-founder of an AI-powered tool that says it analyzes game play and user behavior to understand gamers and what they do. Then it recommends games that they’ll like, while rewarding them for playing recommended games.Our guest is a co-founder of Gamelight, Gunay Aliyeva. Host John Koetsier interviews her about Gamelight, an AI-powered tool that analyzes user behavior and gameplay for targeted recommendations. The tool utilizes AI algorithms and a user's data (with given permission) to suggest games based on their preferences. Gamelight endeavors to minimize game downloads and maximize user retention through personalized recommendations. They also discuss Gamelight's arbitrage strategy of acquiring users at a generalized level, then offering highly targeted advertising opportunities to their partners, focusing on long-term user quality and satisfaction. They also touch on the company's expansion into non-gaming apps, the use of a consumer rewards system, and their global reach.00:00 Introduction01:15 Exploring the Functionality of Gamelight03:02 Discussing the Privacy Aspect of Gamelight04:32 Understanding the User Acquisition Strategy05:12 Challenging the Traditional Ad Network Model06:14 The Long-Term Vision of Gamelight07:08 Understanding User Behavior and Gamelight's Approach10:03 Discussing the Pricing and Value Proposition of Gamelight11:08 Expansion into Non-Gaming Apps15:14 Understanding the Loyalty Program of Gamelight16:56 Discussing the Global Reach of Gamelight18:35 Wrapping Up the Discussion

  • Ever wish somebody had written the book on making mobile app businesses work? Wish no more: the job has been done.In this Growth Masterminds host John Koetsier chats with Russell Ovans, game OG, prof, brewery owner, entrepreneur, data scientist, and current Director of Analytics at East Side Games. Russell discusses his journey from social gaming through to mobile gaming. We delve into a range of topics such as the importance of understanding game analytics and monetization in mobile games, challenges in HR, managing company growth, the impact of pricing strategies on a global scale, the value of A/B testing and player retention. But the big story in this podcast is Russell Ovans' book 'Game Analytics, Retention, and Monetization in Free Play Mobile Games' which is a comprehensive guide to the mechanics of mobile game businesses.00:00 Introduction and Background00:00 The Challenges of Running a Mobile App Business00:44 Introduction to the Guest Speaker: Russell Os01:17 The Journey into Mobile Gaming05:26 The Evolution of Facebook as a Gaming Platform07:48 The Transition from Facebook to Mobile Gaming09:59 The Importance of Analytics in Mobile Gaming10:41 The Decision to Write a Book on Mobile Gaming15:09 The Power of Building an Abstract Schema on Top of Your Data Warehouse19:32 Understanding the Big Mac Index and AB Testing20:01 Applying Purchasing Power Parity and Exchange Rates20:34 Testing Market Response in Mexico21:11 Adjusting Pricing for Different Markets22:14 The Challenges of AB Testing22:46 The Importance of Proper AB Testing28:53 The Role of Retention in Gaming33:52 The Complexity of ROAS36:58 Final Thoughts and Conclusion

  • In this intriguing episode of Growth Mastermind, host John Koetsier chats with industry veteran Farhan Haq, founder of independent growth agency Hyper HQ. They explore crucial strategies to enhance CPMs, discussing the importance of manual calls and real-time bidding in optimizing ad ops within a real-time bidding world. Farhan provides an in-depth look at how games developers and publishers can navigate these processes for effective growth in the mobile gaming landscape. He further delves into ad placements, A/B testing, market strategy, and innovative methods like adjusting in-game rewards based on real-time user worth. The conversation wraps up with an exploration of emerging trends and projections for the future of in-app purchase, subscription, and ad monetization models.00:00 Introduction and Guest Presentation01:05 Understanding Ad Operations in an RTB World01:57 The Importance of Manual Calls and Realtime Bidding03:46 Optimizing Networks and Running AB Tests04:05 The Role of Competition in Ad Monetization04:27 Understanding the Fundamentals of AB Testing05:53 The Impact of Ad Placement and Pricing on Monetization06:02 The Importance of Ad Units in Monetization07:27 The Impact of Automation on Ad Monetization07:27 The Importance of Hands-On Approach in Ad Monetization08:48 The Role of Google Ad Manager in Monetization10:17 The Role of User Acquisition in Monetization20:23 The Impact of Geographical Location on Monetization26:59 The Future of Ad Monetization32:13 Conclusion and Final Thoughts

  • If you're on the App Store or Google Play, you're paying the platform tax: 30% on all your IAP revenue. But can you legally AND SAFELY escape that?Maybe yes.In this episode of Growth Masterminds, John Koetsier interviews Archie Stonehill, Head of Product at Stash Gigi, to discuss the digital games industry and the evolution of direct-to-consumer platforms. They discuss the rise of third-party app stores, Apple and Google's 'app store tax', the Digital Markets Act in Europe, and how developers can shift towards alternative distribution channels. Stonehill explains the motivation behind Stash.gg, a platform that supports gaming developers in becoming their own platforms and processing their own payments, and shares insights on how developers can engage with their users directly to optimize profitability and improve overall gaming experience.00:00 Introduction to the Gaming Industry's Challenges00:43 The Role of Third-Party App Stores01:29 The Impact of the Digital Markets Act02:23 The Three Vectors of Pro-Competitive Pushes04:23 The Importance of Direct Relationships with Players05:11 The Evolution of the Games Industry12:36 The Role of Stash in the Gaming Industry32:26 The Future of the Gaming Industry36:36 Conclusion

  • How do you become Apple's iPhone app of the year?In this episode of Growth Masterminds, John Koetsier sits down with Ron Schneidermann, the CEO of AllTrails, an outdoor exploration app. Out of all the millions of apps on the App Store, AllTrails won iPhone app of the year in 2023.How?How does AllTrails grow?How does AllTrails achieve 7X better retention than the average appWhat decisions boosted AllTrails growth?Schneidermann talks about taking over from the founder in 2015, growing the user base and revenue, and the critical role of their community. We also chat about the importance of continual product developmentWe end with Schneidermann's thoughts on success, staying humble, and surrounding oneself with smart, passionate people can drive success.00:00 Introduction to the Journey of Success00:25 The Making of an iPhone App of the Year01:45 Understanding the Significance of Being iPhone App of the Year04:10 The All Trails App: A Closer Look05:18 The Journey from Startup to Success07:24 The Decision to Reject Quick Flip and Aim for Long-Term Growth07:44 Key Decisions that Ignited Growth12:14 The Role of Product Development in Growth25:33 The Importance of Regular App Updates27:50 Advice for Aspiring App Developers28:15 Conclusion: The Importance of Humility and Openness

  • In this episode of Growth Mastermind, host John Koetsier chats with Faheem Saiyad, director at App Samurai, about the intersection of AI and user acquisition. They dive deep into topics like the role of AI in game development, how AI aids in campaign optimization, and the application of generative AI in the creative process of ad creation. Faheem also shares details about App Samurai's new ad unit, Rewarded Playtime, that incentivizes users for every minute they spend engaging with a game. However, the chat concludes on the idea that AI is still not perfect; it requires human guidance for optimal performance.00:00 Introduction and welcome00:14 Getting to know the guest01:19 The role of AI in game development03:35 The Impact of AI on user acquisition06:22 Challenges of campaign optimization10:25 Introducing rewarded playtime: a new ad unit13:44 The future of AI in marketing and game development16:38 Wrapping up the discussion

  • In this episode of Growth Masterminds, host John Koetsier talks with Ayush Choudhary, senior product manager of GenWise. They discuss the development and growth of the GenWise app, a multifaceted platform designed specifically for elders, which is making a big impact in India. Other topics covered include the challenge of marketing to an older demographic, combining AI with real human interaction, the concept of a 'super app', and emerging monetization models. Tune in to explore how GenWise is revolutionizing the way elders interact with technology ... and how to market an app in non-traditional ways for a non-traditional audience.00:00 Introduction and Welcome00:18 Introduction to GenWise App00:26 Interview with Ayush Choudhary00:45 Understanding the Concept of GenWise01:16 The Gap in Elders' Navigation of the Digital World02:03 The Two Main Focus Areas of GenWise02:47 The Role of Technology in Combating Loneliness03:13 The Real-life Impact of GenWise03:46 The Features and Services of GenWise07:49 The Growth and Funding of GenWise07:58 Marketing Strategies for GenWise15:00 The Concept of Super App in the Context of India19:00 Monetization Model of GenWise22:33 Conclusion and Final Thoughts

  • In this episode of Growth Masterminds, host John Koetsier speaks with mobile marketing expert Lucas Moscon. They discuss strategies to drastically increase app revenue through smart ad monetization and subscription plans. Lucas explains how he has quadrupled revenues for several apps using remote configuration logic. They also explore SKAN 4 and the use of OpenAI in generating conversion models and informing monetization strategies. Furthermore, they touch on the changing landscape of measurement platforms and the importance of understanding user psychology and behavior in subscription-based apps. The conversation wraps up with a brief discussion on the intricacies of SKAdNetwork.00:00 Introduction00:26 Welcome to Growth Masterminds00:48 Guest Introduction: Lucas01:21 Discussion on AdMon and Subscriptions01:42 Balancing Full-Time Work and Side Projects02:15 The Importance of AdMon for Subscription Apps04:42 The Journey of Building AdMon Framework11:26 Benefits of Implementing AdMon Framework16:02 Introduction to SKAN 416:05 Building a Custom GPT for SKAN 425:44 The Impact of Scan Four on Small Developers28:45 Conclusion and Future Discussions

  • According to a recent study, half of all CTV ad targeting is wrong. In this Growth Masterminds, host John Koetsier and expert Chris Kelly, CEO of Upwave, talk about:- CTV targeting- CTV benefits (and limitations)- CTV affordability for smaller advertisers- CTV ads real-time optimization capabilitiesWe also talk about performance versus brand marketing, and the need to both pick apples that are ripe for the harvest as well as plant apple trees to enable future harvesting as well.Look for the blog post and learn about about Singular here:https://www.singular.net/blog/Check out Upwave here:https://www.upwave.com

  • Can you play games and save the planet? Maybe, with Dots.eco's new rewarded ad experience that isn't like anything else I've seen. Wooga, Wild Life, and Playtika are using it, so I thought it'd be worth checking out.Maybe you will too :-)In this episode, host John Koetsier chats with Dots.eco chief growth officer Daniel Madrid.Episode summaryDots.eco is a platform that offers real-world environmental rewards to incentivize players in games. The platform allows players to engage in activities such as planting trees, cleaning plastic from the oceans, and saving sea turtle babies while playing their favorite games. The cash for these rewards comes from game publishers and other businesses who pay for the impact. By integrating these environmental rewards into games, publishers can increase engagement, retention, and monetization. Dots.eco has seen significant growth and has partnered with major gaming studios and brands to implement their platform. The results include improved player satisfaction, increased transactions and revenue, and enhanced brand reputation.TakeawaysDots.eco offers real-world environmental rewards to incentivize players in games.Publishers pay for the impact, and the cash comes from game publishers and other businesses.Integrating environmental rewards into games can increase engagement, retention, and monetization.Dots.eco has seen significant growth and has partnered with major gaming studios and brands.Chapters00:00 Introduction01:09 Overview of Dots.eco02:12 Monetization and Business Model03:06 Implementation in Games04:34 Engagement and Retention Strategy08:17 Results and Growth12:43 Expansion to Other Industries16:40 Partnership Process20:38 Metrics and Results24:48 Conclusion

  • Remember Office Space where the consultants came in and asked the QA manager what he actually did around here? (If not, drop everything and go watch it!)In this Growth Masterminds, we chat with Luis de la Camara, VP of Marketing at Rovio, about product marketing managers vs user acquisition managers: what they are, what they do, and why it matters.We also chat about aligning teams for success, crafting joy and a lot of other things, and more, including:- Introduction to Rovio - The difference between product marketing managers and user acquisition managers - The concept of crafts in marketing - The importance of empathy for the player - The roles of CMOs and CGOs in modern app marketing

  • How do you manage hundreds of apps? Especially when some are D2C, some are B2B, and many are internal?

    In this very special Growth Masterminds, we chat with Athina Kanioura, the Chief Strategy & Transformation Officer for PepsiCo. She's managing a digital transformation for PepsiCo to ensure each end customer gets exactly what she or he needs ... but also that every level and layer of a complex multi-billion multinational corporation works together seamlessly.

    We chat:

    - Strategy

    - Apps

    - AI

    - Generative AI

    - Human-centred approach

    - Managing internal and external customers

  • How do you make SKAN work for retail? Games? IAPs? Finance? Subscriptions? Ad monetization?

    In this Growth Masterminds we chat with 2 Singular experts who work with hundreds of clients, helping them get their SKAdNetwork models right.

    We go through SKAN for:

    Games & apps

    - admon

    - IAP

    - subscription

    - hypercasual vs mid-core

    Verticals for apps

    - retail

    - fintech

    - fast food

    - on-demand

    - travel

    - social

    ... and more!

  • The world’s hundred biggest advertisers spent $347 billion in 2022 ... and not much of that hit mobile games, despite the fact that almost 4B people play games worldwide.

    The billion-dollar question: how can games access those billions?

    There’s been this sort of sad joke about mobile game monetization over the last few years: in other to monetize your game, you advertise other games. That funds your own UA budget, which then mostly gets spent in … other games.

    And the $$$ just go on a merry go round, round, and round, and round.

    We’re starting to see brands advertise in mobile games now, but it’s not huge.

    Andris Merkulovs, the CEO of Monetizr, thinks he has a way to get those big brand dollars into mobile games. In this episode of Growth Masterminds, we chat about exactly how he thinks that could be done.

  • He helped sell and launch the first-ever banner ad: the (in)famous AT&T "have you ever clicked here ... YOU WILL" ad. Now he's focused on generative AI in advertising in marketing.

    In this Growth Masterminds, we chat with Data Axle's Tom Zawacki about the history and the future of marketing and advertising. Ultimately, we chat about generative AI and how it will impact the creation and personalization of ads.

    We also hit social media, influencers, Taylor Swift -- yes, once a client -- and that good-old-fashioned marketing methodology: omnichannel.