Horizontal scaling: tips from $100M in UA spend

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

What works in retargeting for mobile games? Host John Koetsier spends some time with Gamelight CEO Gunay Azer about segmentation, offers, LTV, timing, and much more around effective strategies for retargeting in mobile gaming. Tune in to discover the best practices, challenges, and future trends in retargeting and remarketing for 2025, especially in the context of iOS privacy restrictions and Android user segmentation. Learn how to optimize your retargeting campaigns to maximize user engagement and return on investment. Whether you're new to user acquisition or looking to refine your strategies, this insightful discussion offers valuable perspectives for growth marketers.00:00 Introduction to Retargeting01:00 The State of Retargeting in 202503:49 Best Practices for Retargeting09:37 Challenges and Common Mistakes12:32 Retargeting on iOS vs. Android19:54 Future of Retargeting20:54 Conclusion and Upcoming Events

Are rewarded ad channels the revenge of the humans on the AI-driven programmatic RTB scene? And where do rewarded or incentivized ad channels fit for mobile user acquisition pros?In this episode of Growth Masterminds, host John Koetsier dives deep into the world of rewarded channels and their explosive growth with guest Roee Raz, former CEO of CashCow and current head of Payback. They discuss the evolution of rewarded advertising, its current trends, and the challenges associated with it, such as user churn and fraud. Roy shares insights from his extensive experience in the gaming and ad tech space, emphasizing the importance of knowing your product and the potential future of rewarded channels. Tune in to learn how to leverage rewarded ad networks for better user acquisition and long-term value.00:00 Introduction to Rewarded Channels00:45 Interview with Roee Raz02:45 The Evolution of Rewarded Advertising04:46 Challenges and Strategies in Rewarded Advertising06:13 The Future of Rewarded Channels16:35 User Quality and Engagement28:04 Fraud in Rewarded Channels31:05 Conclusion and Final Thoughts

Tilting Point just raised $150 million for user acquisition. In other words, it could be used to scale your game (or app!). In this episode of Growth Masterminds, host John Koetsier chats with Asi Burak, Chief Business Officer at Tilting Point about what they look for in a game or app.They talk about improving monetization and retention in games, the importance of data and iteration, and how Tilting Point successfully scaled marketing for major titles like SpongeBob, Star Trek, Warhammer, and more. Burak shares insights on Tilting Point's unique business model, which offers non-dilutive marketing capital and expert UA strategies. They delve into the evolution of the mobile gaming market, cross-platform opportunities, and the future of game monetization. This episode is packed with valuable advice for developers looking to scale their games and maximize their revenue.00:00 Introduction to Growth Mastermind's Podcast02:12 The Evolution of Tilting Point05:05 Funding and Investment Strategies08:12 The Importance of Data and Expertise10:14 Challenges and Adaptations in UA12:22 Collaborating with Developers for Success16:18 Investor Expectations and Negotiations16:50 Non-Dilutive Funding Model18:21 Advice for Indie Developers19:25 Persistence and Success Stories21:45 Investment Strategies and Game Potential24:13 Future of Gaming Industry28:31 Cross-Platform and B2C Trends30:16 Conclusion and Final Thoughts

Do you need an MMP if you just use Google? Or Meta? Or TikTok, or Apple Ads? Interestingly, you really, really do, even if you're using the free tier, because it unlocks so much more data and insight.In this episode of Growth Masterminds, host John Koetsier sits down with Owen Farmer from Dynamic Apps to explore the world of app development and marketing. Owen shares his journey of creating apps since the age of 13, and the success story of his popular vocabulary app, Word Power. We talk about the importance of marketing measurement platforms (MMPs) like Singular, the critical role of creative in Meta ads, and the strategies behind effective paid marketing campaigns. Owen also discusses his transition from organic growth to leveraging Apple Search Ads and Meta ads, as well as his decision to adopt a subscription model. This episode offers valuable insights for both new and experienced app developers and marketers, highlighting the importance of focus, user expectations, and aligning product development with marketing strategies.00:00 Do you really need an MMP?01:46 Owen's Journey: From Timer App to Vocab Success04:59 Marketing Strategies: From Organic to Paid06:15 The Role of Meta Ads and Campaign Optimization08:22 Subscription Models and Monetization15:34 Balancing Product Development and Marketing20:51 The Importance of Focus and Product-Market Fit22:50 Conclusion and Final Thoughts

Web-to-app funnels are huge in subscription apps. Andrey Shaktin has optimized more than 3,000 web-to-app funnels, and he's sharing 10 top tips for optimizing funnels ... including 1 that boosts your revenue 20%.In this episode of Growth Masterminds, we dive deep into optimizing web-to app funnels with Andrey Shaktin, CEO of FunnelFox. We explore best practices for building and scaling subscription app funnels, discuss the commonalities and differences across various verticals, and offer tips for effective user acquisition and conversion strategies. Andrey shares his extensive experience from creative testing and landing page design to payment flow optimization and the role of AI-generated content in modern funnels. Discover the essential elements of successful funnels, learn what to avoid, and get insights into launching and optimizing multiple funnels. Whether you’re a seasoned growth marketer or a newcomer, this episode is packed with valuable takeaways to help you enhance your funnel performance and drive revenue growth.00:00 Introduction to Growth Masterminds00:34 Common Traits of Successful Funnels00:59 Vertical Differences in Funnel Usage02:13 Essential Elements of a Funnel02:27 Tips for Approaching Funnels03:37 What Not to Do in Funnels05:42 The Role of AI in Funnels06:56 Multiple Funnels for Different Audiences10:24 Building Effective Start Landing Pages18:37 Importance of Email Collection21:06 Critical Aspects of Paywalls23:07 Optimal Funnel Length25:11 Geographical Differences in Funnels26:02 Effective User Acquisition Channels27:22 Conclusion and Final Thoughts

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding.What does that mean? Is that a good thing? Bad thing? What are the impacts?In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th. They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers. They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games. Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers.00:00 Introduction to App Monetization00:53 Understanding Waterfall and Real-Time Bidding05:59 Challenges and Changes in Ad Mediation13:15 Impact of Bidding on Revenue and CPMs14:50 The Impact of Performance and Revenue Distribution15:17 Transparency in Ad Auctions15:56 AppLovin's Dominance and Mediation16:30 The Shift from Ad Monetization to User Acquisition20:32 Segmentation and Ad Experience23:15 Expanding Ad Audiences in Mobile Games26:19 The Future of E-commerce Ads in Gaming29:26 Conclusion and Final Thoughts