Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, mobile marketing data, IDFA, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.
Surprise: Apple Search Ads drives organic App Store optimization
27:13Apple Search Ads is now in second place among top ad networks apps choose for user acquisition campaigns, at least for Singular clients. And according to Splitmetrics CMO Olga Noha, ASA campaigns help drive organic App Store optimization by as much as 4X. In this Growth Masterminds, John Koetsier chats with Noha about: - how important ASA is - how important ASO is - how ASA and ASO are related - how Apple's newest ad units are performing - what percentage of apps are running Custom Product Pages - where in an app's lifecycle marketers should think about ASA
What Steph Curry's shoes reveal about livestream shopping in the west
36:47Why does livestream shopping work in China but not in the U.S. or Europe? And what is one big obvious opportunity that big brands are missing? In this Growth Masterminds, host John Koetsier chats with MoEngage's VP of Strategy Vassil Mladjov. We chat about where livestream commerce is actually working, could work, and isn't. We also chat about what's different and why livestream commerce does work in China. Key topics we cover: 1:27 3 minutes about Vassil 4:34 Livestream shopping: east vs west 8:57 Southeast Asia skipped the web 11:55 Cultural differences 12:28 Much bigger influencers in China 14:14 A massive opportunity for brands 14:38 Steph Curry's kicks 16:42 Siloed shopping 18:39 The huge Facebook opportunity 22:44 Live shopping with American characteristics 24:51 Amazon Live 29:29 Livestream commerce won't happen overnight 31:38 The bricks-and-mortar retail opportunity
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How TikTok is the new Google, with M&C Saatchi’s Jennifer Sudo
27:29With over a billion people on TikTok, there’s a lot going on. In this episode of Growth Masterminds, we chat with M&C Saatchi’s Jennifer Sudo, who just completed a study on TikTok users. What she found: Over 90% of TikTokkers buy or are willing to buy products they see on TikTok TikTok can make the most mundane product go viral TikTok ads shouldn’t really be ads at all Authenticity wins TikTok is evolving into something like Home Shopping Network or QVC TikTok is the new Google for millions of young people
How to pick an MMP in 2023, with Matej Lancaric
22:41How do you pick the right MMP? Are there major differences between MMPs? Do you even need a mobile measurement partner in the age of SKAN and (soon) Privacy Sandbox on Android? In this episode of Growth Masterminds, we chat with UA expert and consultant Matej Lancaric about the evolving role of MMPs and things to look for when you need one. (And yes, we also chat about when you need to get an MMP.)
Cockroach apps: growing when budgets are low, with Lomit Patel
21:53Whole generations of mobile marketers have cut their teeth on growth in the grand old times of (nearly) free money from venture capitalists, resulting in huge budgets that could be deployed and deterministically measured. Those times are over, so how do you grow when growth is hard? You become a cockroach app. Cockroach apps survive the nuclear apocalypse when nothing else does because they focus on the fundamentals, says Tynker chief growth officer Lomit Patel. “If you look at the past 5, 6, 7 years, there was such an over-index emphasis on growth at all costs, right?” Patel, who is the former VP for growth at IMVU and led direct marketing at Roku, says. “It was really cheap to get money at that time, especially in startups. So it was really about just buying your way to growing as quickly as possible.” So what do you do? Well, for starters, listen to (or watch) this episode of Growth Masterminds, brought to you by Singular.
Location-based gaming beyond Pokemon Go, with Atlas Reality
21:10Where is location-based gaming right now? Pokemon Go is a massive hit, and Niantic is trying to follow it up with NBA All World, but what else is happening? And, are we going to turn the world into a laser tag theme park? In this episode of Growth Masterminds we chat with Beau Button, the president and CTO of Atlas Reality. Button is making a location-based game with play-to-earn mechanics that incorporates web3 thinking without blockchain. We also chat about growth, user acquisition, and much more ...
Streaming deep dive with M&C Saatchi's Guillaume Lelait: CTV growth, leaders, ads, and future
39:54CTV. OTT. Streaming media. Connected TV. Whatever you want to call it, there's a huge amount of growth in CTV. In this episode of Growth Masterminds, we chat with Guillaume Lelait, managing director Americas at M&C Saatchi Performance about the growth to date, future growth, and advertiser opportunities in CTV. Along the way, we hit the biggest players, the industry structure, how advertisers are structuring calls to action, and how to measure ad impact and results on connected TV. Players we chat about include Disney+Netflix, HBO Max, YouTube TV, Roku, Amazon Prime Video, Apple, Hulu, Crackle, and more ...
Growth hacking web3: "a beautiful moment of a bear market"
43:07How do you build web3 in 2023, after the boom and after the bust? In this Growth Masterminds host John Koetsier chats with Dan Reynolds from First Light Games, Jon Hook, the CMO of PlayEmber, and Quinn Campbell, the VP Growth at Sky Mavis, makers of Axie Infinity. After the hype, after the Discord and Telegram, after the influencers ... where do you go for growth? And what is the emerging web3 growth stack? We chat about: - new web3 growth strategies - old web2 growth strategies - wallet relationship management - web3 attribution - and different kinds of users/owners/players in web3 environments
Doubling retention to grow faster: Storyly VP Daniele Di Nunzio
33:10Mobile user acquisition is great. But for many apps it's not the problem. The problem: most apps’ retention rates are the bad news. If your app is a leaky bucket, pouring users out as fast as you dump them in, you're wasting tons of marketing dollars. But what if you could double retention, 2Xing standard industry mobile app user retention rates? How would that change your UA strategy? In this Growth Masterminds, host John Koetsier chats with Storyly VP Daniele di Nunzio. Storyly works with McDonalds, Domino’s, SoulCycle, and many more brands to drive deep user engagement. And, of course, to improve in-app user retention.
SKAdNetwork 4: introduction, overview, questions answered
55:55Apple just released SKAdNetwork 4, or SKAN 4. In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv walks us through all the details released so far AND, crucially, what they mean for mobile marketers on iOS. More postbacks - good! More complexity - true. More opportunity - also true. Gadi and host John Koetsier chat about SKAdNetwork version 4's new postbacks, new lockable conversions, new random timer delays for postbacks 2 and 3, and how Apple's crowd anonymity works. They then take questions from a LinkedIn Live audience on what this all means, how it will all work, and how the ecosystem will adjust, adapt, and implement everything in SKAN 4.