CTV vs mobile: Where connected TV wins

Connected TV advertising is growing fast—but can it actually outperform mobile user acquisition?In this episode of Growth Masterminds, host John Koetsier sits down with Michal Schwartz, Head of Growth at YouAppi, to explore how CTV is evolving from a branding channel into a serious performance marketing platform.Michal shares lessons learned from both the advertiser side at Playtika and the platform side at YouAppi, including where CTV is delivering lower CPIs, reaching audiences mobile campaigns miss, and opening new opportunities for app marketers.They discuss:• When CTV can outperform traditional mobile advertising• Which app categories are seeing the strongest results• Why gaming, fintech, rewards, and travel are embracing CTV• Creative best practices for connected TV campaigns• QR codes, voiceovers, subtitles, and effective calls-to-action• Global opportunities beyond the U.S., including LATAM, Europe, and Japan• Attribution, measurement, and privacy challenges• The rise of CTV retargeting and cross-device marketing• How Amazon, Netflix, Roku, and other streaming platforms are shaping the future of advertising• Why CTV may become a standard performance channel for growth marketersIf you’re responsible for app growth, user acquisition, performance marketing, or mobile advertising, this conversation offers a practical look at one of the fastest-growing channels in digital marketing.#CTV #ConnectedTV #GrowthMarketing #UserAcquisition #MobileMarketing #AppMarketing #PerformanceMarketing #AdTech #StreamingTV #YouAppi

What happens when AI moves off the screen and into your field of view?Recorded live at Web Summit Qatar, this TechFirst episode dives deep into the real future of XR ... beyond the hype cycles of VR headsets and toward smart glasses, physical AI, and contextual computing.Host John Koetsier sits down with Amy Peck, founder of EndeavorXR, to unpack what’s actually working in AR, VR, and mixed reality, and why the most important XR breakthroughs may not be for humans at all.They explore:• Why VR was never “dead” but always a destination technology• How physical AI and robotics rely heavily on AR and spatial understanding• Why smart glasses are emerging as the next AI-native device• What Meta, Apple, Google, and NVIDIA are really signaling with their hardware bets• The hidden risks of eye tracking, biometric data, and always-on augmentation• How digital twins, virtual training, and simulation are reshaping manufacturing and robotics• The uncomfortable truth: we’re about to let Big Tech into our most private spacesThis is a candid, funny, and deeply informed conversation about where XR is going, who will control the data, and why augmentation, not immersion, is likely the future.⸻🎙 GuestAmy PeckFounder & CEO, EndeavorXRXR strategist advising global enterprises, governments, and emerging tech leaders⸻📌 Key ThemesXR • Smart Glasses • Physical AI • Robotics • Digital Twins • Privacy • Apple Vision Pro • Meta • AI Hardware • Contextual Computing⸻👉 Enjoying the show?Subscribe for more conversations on technology, media, and the future:https://techfirst.substack.com00:00 Introduction: Letting Big Tech Into Our Lives01:05 XR vs AI Hype: Why Smart Glasses Still Matter02:10 Is VR Dead? Destinations vs Everyday Reality03:15 Physical AI, Robotics, and AR Navigation04:20 Digital Twins and Training Robots at Scale05:40 Virtual Production, Hollywood, and Convergence07:10 Meta’s Billions: What Worked and What Didn’t08:55 Smart Glasses Strategy: Meta’s Real Bet10:10 Apple Vision Pro: Luxury First, Scale Later11:45 Why Headsets Collect Dust (And What Comes Next)13:10 Eye Tracking, Privacy, and Data Risk14:35 Smart Glasses as the True AI Device15:55 Wearables, Biometrics, and Health Data17:15 Remembering People, Faces, and Conference Chaos18:55 Augmented Notes, Meetings, and Productivity20:20 The Future of XR: Personalization and AI22:10 Trust, Data Ownership, and Tech Ecosystems24:00 Sovereign AI and Global Trust Issues25:20 AI Slop, Training Data, and Creativity Risks26:40 Final Thoughts: The Augmented, Intelligent Future

Funnels are linear. Growth loops are exponential. You need funnels to grow, but the power of growth loops is what will make your app engagement, give you high retention, and maybe even give you viral growth.In this episode of Growth Masterminds, host John Koetsier sits down with Hannah Parvaz, CEO of Aperture, to break down growth loops, the systems that power predictable, scalable, compounding growth.We cover referral loops, content loops, habit loops, community loops, incentive loops, and more. Plus: how to kickstart loops, what to do about the cold start problem, and whether you should design around a loop or let your product’s natural usage define it.Hannah shares stories from building viral referral systems (yes, free drinks were involved), explains how apps like Strava and Snapchat keep you hooked, and dives into why loops can be more powerful than funnels.Like, subscribe, and share!📌 Chapters00:00 – Funnels suck, loops rock03:00 – Why the infinity symbol explains growth loops05:00 – Loops vs funnels: what’s the real difference06:00 – Referral loops (free drinks, KF factor, virality)09:00 – Content loops (eBay, Depop, Craigslist)11:00 – Habit loops (Duolingo, Apple Watch, Snapchat streaks)15:00 – Incentive loops and variable rewards (FreeTrade, Clubhouse)19:00 – Community and social loops (Reddit, Quora, TikTok)21:00 – Other loops: UGC, data feedback, marketplaces22:00 – The cold start problem and kickstarting loops24:00 – Case study: Picnic app and loops within loops26:00 – Should you build around a loop or passion?28:00 – Combining passion + loops for massive growth29:00 – Final takeaways: finding the right loop for your business

MMPs give you a strong foundation for measuring mobile campaigns. But what if that’s not enough? What if the data you’re missing could unlock faster growth, smarter user acquisition, and better ROI?That’s where Extract comes in. In this episode of Growth Masterminds, John Koetsier talks with Maayan Schor about why mobile marketers need a next-gen ELT and reverse ETL platform to move raw data in and out of their systems. From app stores to social to ad networks, Extract helps you pull it all together with your MMP data ... and make smarter decisions with more confidence.Leading, of course, to more growth.We cover:- Why there's more data than MMPs provide alone- How to access raw app store, organic social, and granular ad network data- Real-world use cases from top mobile marketers- How BI teams and marketers collaborate to make Extract work- Why flexibility and context are key to growth in mobile marketingIf you’re working in mobile marketing, user acquisition, data engineering, or growth analytics, this conversation is packed with insights you can use today.👉 Try Extract free: https://extract.to0:00 Intro – More data? More growth!1:05 What is Extract?3:00 Why MMP data isn’t enough5:10 App store data: reviews, ratings, revenue7:05 Organic social insights (TikTok, Instagram, Facebook)9:15 Granular ad network data and blind spots12:00 Near real-time bidding and budget data use cases14:30 ETL vs. Extract: what’s the difference?17:20 Flexibility: moving data where you need it20:00 Who’s using Extract: BI teams, marketers & beyond23:00 Getting started – free trial, 1M records/month

Add more ad network partners, and you get higher ROAS.That's what the data says.In this episode of Growth Masterminds, John Koetsier discusses the findings of a Moloco, Singular, and SensorTower report analyzing ad network mixes for consumer apps and games. Get the report here:http://bit.ly/46AnDqbJoined by Tom Shadbolt from Moloco and Gastón Laterza from Singular, they explore significant trends in mobile revenue, the importance of diversification in ad spending, and the impact of partner mix on return on ad spend (ROAS). The conversation dives into changing consumer behavior, engagement trends, and the future of mobile marketing strategies, emphasizing the need for marketers to adapt to the evolving landscape.00:00 Introduction to Ad Network Mix for Growth02:09 Trends in Mobile Revenue: Gaming vs. Consumer Apps07:13 The Importance of Diversification in Ad Spend14:40 Analyzing ROAS: The Impact of Partner Mix18:35 Understanding Consumer Behavior and Engagement Trends24:23 The Role of Independent Apps in the Ecosystem

Achieving LTV greater than CPI is the foundation of success in mobile growth ... obviously.But how do you consistently achieve that?With a full app lifecycle strategy.In this episode of Growth Masterminds, host John Koetsier speaks with Roberto Sbrolla, Head of Growth at AppAgent, about the critical importance of maintaining a higher Lifetime Value (LTV) than Cost Per Install (CPI) in mobile gaming. Roberto, a 15-year veteran in digital marketing, outlines key strategies and tactics to achieve this balance consistently. From understanding market positioning and leveraging creative strategies to optimizing user acquisition and monetization, this podcast delves into various levers that can be pulled to maintain a sustainable and profitable mobile game business. Whether you're looking to compete head-to-head with industry giants, find your niche, or innovate and create a new market, this episode offers valuable insights into making it happen.00:00 Introduction to Growth Masterminds00:51 The Importance of LTV and CPI in Mobile Games02:24 Strategies for Achieving Higher LTV than CPI02:41 Competitive Positioning in the Mobile Game Market04:22 The Role of Funding in Strategy Execution04:47 Niche Markets and Innovation13:55 The Importance of Market Research15:44 Leveraging CPI for Competitive Advantage17:18 Understanding Market Response and CPI17:54 The Role of Mini Games in CPI and Retention19:17 Monetization Strategies and Hybrid Models21:03 Campaign Types and Their Impact on ROAS24:55 Importance of Retention and Early User Experience31:57 Social Features and Their Impact on Retention33:31 Strategy vs. Luck in Game Development

Retargeting is one of the most powerful but misunderstood tactics in digital marketing. Too often, it's broken and marketers don't even know it.In this episode, I sit down with Paul Kovalski, head of marketing at Self Financial and host of the Efficient Spend podcast. Paul has driven more than $200M in revenue through paid media, and he brings a unique perspective on what really works in retargeting.We talk about: • The difference between paid and unpaid retargeting • Why incrementality is the key metric that most marketers miss • How fintech retargeting is different from retail or e-commerce • Why sometimes education beats the hard sell • The role of automation, MMPs, CDPs, and real-time audience updates • The hidden risks of “set it and forget it” automated campaignsIf you’ve ever wondered whether your retargeting spend is truly moving the needle — or just padding platform reports — this conversation is for you.00:00 Introduction to Marketing and Retargeting00:29 Meet Paul Kovalski01:34 The Goal of Retargeting in FinTech01:58 Paid vs. Unpaid Retargeting Strategies04:05 Infrastructure for Paid Retargeting05:38 Effective Messaging and Creative Strategies07:01 Measuring Incrementality in Retargeting08:16 Challenges and Considerations in Retargeting10:10 Impact of iOS Changes on Retargeting11:51 Conclusion and Final Thoughts

Can AI really transform your ad creative workflow? In this episode of Growth Mastermind, host John Koetsier sits down with Andre Kempe, CEO of Admiral Media, to dive deep into the real-world impact of AI on creative ad production and performance marketing.Discover how Andre and his team have moved beyond one-off AI experiments to build systematic, automated workflows that generate hundreds of ad variations in minutes. Learn about the tools they use, the challenges of integrating AI into creative teams, and why some clients are pushing back against AI-generated content.Key topics include: - How to systematize AI for marketing and creative work - The evolving role of creatives in an AI-driven world - Real results: Do AI ads outperform traditional UGC? - The future of AI in ad generation and performance marketingWhether you’re a marketer, agency leader, or just curious about the future of AI in advertising, this candid conversation offers practical insights, honest results, and a look at what’s next.00:00 – Introduction: Can AI revolutionize brainstorming and ad creation?00:21 – Meet Andre Kempe, CEO of Admiral Media00:42 – How Andre started using AI in marketing01:36 – Moving from AI experiments to systematic workflows03:20 – Building automated ad generation systems05:00 – Tools of the trade: Make, N8N, and more07:00 – The evolving role of creatives in an AI world10:00 – Client reactions: Pushback on AI-generated ads13:10 – Comparing AI ads vs. traditional UGC performance15:00 – The future: Bionic ads and blending human + AI creativity17:00 – What’s next for AI in ad generation and marketing👍 If you enjoyed this episode, don’t forget to like, comment, and subscribe for more expert interviews and growth marketing tips!#AI #Marketing #AdTech #GrowthMasterminds #AndreKempe #AdmiralMedia #JohnKoetsier

What do mobile analytics and marketing measurement look like in 2025? In this episode of Growth Masterminds we chat with Barbara Galiza, a seasoned marketer, entrepreneur, and founder of FixMyTracking.Barbara shares insights from her rich career journey in growth marketing, touching on the complexities of modern marketing measurement, the impact of Apple's ATT guidelines, and the challenges of cross-device tracking. We discuss click-based attribution's limitations and the importance of understanding and leveraging multiple data sources. Barbara and host John Koetsier provide practical advice on dealing with mobile measurement partners (MMPs) and emphasizes the importance of both reporting and real-time campaign optimization. Tune in for an in-depth look at navigating today's evolving digital marketing landscape.00:00 Welcome to Growth Masterminds01:18 Meet Barbara Galiza01:54 Barbara's Career Journey03:50 The Importance of Marketing Data05:56 Understanding Marketing Measurement09:03 Challenges in Attribution and Tracking11:44 The Future of Marketing Measurement14:04 Practical Tips for Marketers22:56 Concluding Thoughts

Imaging spending $100M for user acquisition. Or managing $3M a week.Daunting?In this episode of Growth Masterminds, we chat with Vytis Bareika , founder and CEO of Defined Chase. Vytis shares his journey of managing over a hundred million dollars in ad spend, scaling projects across web, mobile, and web3, and helping mobile games achieve over a billion downloads. We chat about various aspects of horizontal scaling, including adding new channels and partners, effective ad spend management, and the significance of brand awareness. Vita also shares insights on using web to app funnels, leveraging AI in marketing, and the role of creative strategies in today's advertising landscape. Tune in to learn the best practices for scaling your digital marketing efforts and ensuring long-term success.00:00 Introduction to Growth Masterminds00:34 The Journey to Managing Massive Ad Budgets02:10 Understanding Horizontal Scaling04:40 Strategies for Adding New Partners07:22 Creative Strategies for Different Channels09:37 Analyzing User Engagement and Creative Performance12:09 Hidden Gems in Apple Search12:38 Singular's Quarterly Trends Report13:16 The Importance of Brand Awareness16:14 Re-engagement Strategies17:33 Web to App Marketing23:24 Future Trends in UA Performance Marketing24:34 Conclusion and Final Thoughts