Mobile Growth Podcast 1we1n

Want a look into the 2020 outlook for mobile UA on DSP? Buckle up! Goodgame Studios is an entertainment software studio that designs and develops online games, and Pau Quevedo is the company's Lead of Programmatic Trading. Our Host, Peggy Anne Salz, caught up with Paul to talk about why you should be running DSP for mobile UA, the trials and tribulations of inhousing DSP, and what inventory works best for mobile gaming.

What do Atari and Oprah Winfrey have in common? Both companies have worked with GameChangerSF to grow their mobile apps. Phil Shpilberg, President of GameChangerSF, talked to our host, Peggy Anne Salz about what an ROAS-driven approach to creative looks like and why data is behind everything they do.

From a small Ukrainian village to Stanford University, our host Peggy Anne Salz catches up with Victoria Repa, CEO and Co-Founder, BetterMe, an ecosystem of health and lifestyle apps. But it’s not all about Victoria’s personal journey. In this episode, the discussion also takes a deep dive into the importance of building an audience and creating a product with them in mind. Want to know how to reach women or notoriously hard to reach Millenials? Victoria has plenty of insight to share on building a community around your app (even before it’s launched) and what it means to fail fast (and cheap!) in the mobile marketing realm.

Mobile marketing budgets are under assault, but this week’s guest is there to help. Our host Peggy Anne Salz catches up with Jennifer Burrington, SVP of Global Sales at Interceptd, to talk about everything from finding balance as a working mother to the importance of female mentorship. From marketing to sales, Jennifer has dedicated herself to the mobile industry. She began her career in marketing roles at Sprint and Electronic Arts, then developed the marketing and sales departments at Greystripe, a mobile advertising start-up. Now she works on the cutting edge mobile marketing fraud detection, helping protect marketing budgets from the fraudsters.

From cooking to sports to cats standing on their hind legs, Reddit has something for everyone. Subreddit topics let s take deep dives into whatever peaks their interest, letting them self-select into highly-targeted groups that should be a marketer’s dream. But not everyone has mastered this evolving advertising platform. Our host Peggy Anne Salz catches up with Ashleigh Rankin, Brand Partnerships - Performance, Reddit, who has over eight years experience as a mobile growth specialist. Ashleigh delves into ad formats and dishes on what works best with Reddit s.

If you're a hyper casual games developer, you have reason to celebrate. You're in a market that is seeing eye-watering growth and raking in cash thanks to an ad-ed model that ticks all the boxes. But winning is about selecting the right publisher--one who is with you for the journey and has the resources to take your game to new heights. Our host Peggy Anne Salz catches up with Jon Hook, CRO at Homa Games, a company helping mobile game developers grow their apps from scratch to millions of s. Jon shares a checklist to help you find the right partner and talks about the even bigger challenge ahead: producing simple games that can send retention through the roof.

It's plain talk around how you can net high-value s and keep them coming back when our host Peggy Anne Salz catches up with Simon Lejeune, Head of Acquisition at Hopper. The travel app uses big data to predict and analyze airfare to provide s with the latest and best deals on flights. Simon shares the tools and channels that have allowed Hopper to stay top of mind with s (even when they aren't looking for pricing information and updates). In addition to lifting the lid on his growth stack, he discusses how marketing teams can combine acquisition and retention to break down the silos and super-charge ad creatives.

It's a no-brainer that data fuels effective app marketing--but what data should you use? Our host Peggy Anne Salz catches up with Enric Pedró, CMO of Lab Cave — an ASO and mediation company — to discuss why marketers need to move beyond market averages and focus on analyzing their *own* data. Enric also lifts the lid on Lab Cave's ASO bot, which forecasts market trends and analyzes over 500,000+ keywords in over 14 languages to give app marketers a leg up on their rivals and get more mileage out of their organics.

Social casual games offer a core game loop that keeps s riveted for months, and a high level of playability and shareability that spurs spontaneous and frequent gameplay. It's a perfect fit with ads, including playables and reward videos, and a good reason to rethink how you make the match between your game and your audience. Our host Peggy Anne salz catches up with Michael Jessen, Acquisition Specialist at Social Point, one of the top global developers of social games played by over 45 million monthly active s on Facebook alone. Michael shares his strategy to diversify the portfolio and tactics to ensure soft launch titles (in countries including Canada) are a global success. He also tells us why Japan is *the* geo you want to target with your game.

Digital unleashes opportunities at the fringe—and across the globe—creating a two-way street of amazing ideas and innovation. Entrepreneurs can tap this dynamic to take their businesses from good to great, and organizations are helping with programs and funding to reward the best. Digital also frees you to take charge of your personal brand, creating and communicating a message that resonates in your industry and beyond your borders. It’s a world tour of programs to help you build your business and solid advice to help you develop your personal brand when our host Peggy Anne Salz chats with Christine Ntim, a partner at Global Startup Ecosystem (GSE). Christine talks about her company—which empowers governments to accelerate tech entrepreneurship via accelerators, startup hacking boot camps, tech summits and ecosystem development workshops in different countries around the world—and draws from experience to help you elevate and energize our own brand. There are no limits to what you can do, and Christine will open your eyes to your potential.

Our host Peggy Anne Salz engages Kevan O'Brien, marketing director at LBC Studios--the independent studios that brought us the marijuana-themed mobile game Hempire—in a lively discussion around the vibe in games marketing and the impact of cannabis legalization. Kevan also talks about how his studio chooses micro-influencers and measure the results.

From product fit to performance marketing, app publishers and growth marketers have to master a broad range of capabilities that are business critical and continuously changing. Staying a step ahead of the competition requires them to do more than connect the dots in their data to optimize campaigns and results; it demands they actively pursue opportunities to connect with other app marketers and learn best practices from the best in the business. Industry events offer newbies and ninjas a chance to hone their skills--provided they attend best-in-breed conferences and research the people they want to meet and the questions they want to ask. Our host Peggy Anne Salz catches up with Dave Westin, President of Mobile Growth Summit, organizers of the world’s largest mobile growth conferences, on his way to kick off Mobile Growth Singapore, the latest and newest in the line-up of shows and locations. Dave draws from a decade of experience to share some of the key trends in the industry (and headlining at his events) around engagement, re-engagement and retention based on what s do in your app. He also shares tips to help you improve networking and up your game.

Keyboard apps are part of the everyday routine--which is why they also represent a new (and still untapped) opportunity for marketers and brands to drive deeper engagement with the help of stickers and other perks. Our host Peggy Anne Salz catches up with Josh Fenn, Baidu marketing manager responsible for North America marketing within Baidu's global business unit, to discuss how marketers can use keyboard apps to power effective UA and build brand. Josh also talks about the growing community, walks us through Baidu's popular keyboard apps and discusses the role of AI in efforts to make campaigns more targeted and effective.

The App Economy is maturing, opening up new opportunities for app companies and brands to turn their apps into serious money and stable business. Our host and Chief Content Officer Peggy Anne Salz catches up with Siberia Su, Director of Marketing at Braavo, a data-driven financing platform that provides scalable and non-dilutive funding for mobile app developers. Siberia walks us through the new funding models (beyond just bootstrapping) you can harness to get more s faster, ensuring you increase your app success, not cut it short.

Video used to be about telling stories, but some smart app companies are combining live streaming with gifting and other perks to develop new, cool and incredibly lucrative sources of revenue. A prime example is The Meet Group, which has harnessed this engaging media to build a $71+ million annualized run rate video business in a little over a year. Our host and Chief Content Officer Peggy Anne Salz catches up with Catherine Cook Connelly, Co-founder & VP Brand Strategy at The Meet Group to get the inside track on how the social chat and dating company has made a bundle on live streaming. Catherine candidly shares her learnings about live streaming, including how to (and not to) build a platform to the media, cultivate “super streamers” and encourage s to spend more time and money.

In the era of programmatic buying, much of the monetization process has been taken out of app creators’ hands. Algorithms are doing the job for you, but that doesn’t mean there isn’t plenty to consider. Focus on what you can control, that’s the advice of Jeff Gurian, VP of Marketing and Ad Monetization at Kongregate--a leading mobile & PC game developer, publisher, web gaming portal, and creator of Kartridge, a new able PC gaming platform. What’s your fill rate? How many players are engaging with your ads on a daily basis? Our host and Chief Content Officer, Peggy Anne Salz, talks about this and much more with Jeff. Learn how to create an ad experience that compliments play and doesn’t cannibalize other aspects of the gaming experience, hear about the importance of video ads, and find out which combinations are right for your gaming experience.

If your app provides skincare products and advice, developing and delivering customized communications isn’t just a nice-to-have; it’s a business imperative. Your audience segmentation has to be on target and your messaging across all channels—email, push and text—has to be sensitive to s’ deeply personal demands and desires, and be aligned with where they are in their daily skincare regime. Our host and Chief Content Officer Peggy Anne Salz catches up with Fabian Seelbach, SVP of Marketing at Curology, an ecommerce startup offering customized prescription skincare via the web and through an app. Fabian shares how he creates and applies micro-segments to target and retarget s with advertising throughout the journey, and discusses the tools and techniques he uses to craft “Lifecycle Communications” that are appropriate and engaging. He also discusses his approach to influencer marketing and his success with channels, such as Instagram, to acquire and retain s.

Why be a tenant on another social media network? Smart app marketers are looking for alternatives that combine the power of bite-size videos with the freedom and flexibility to connect directly with app fans, influencers, and s. LAMA does both, providing marketers with an app and a platform to showcase their top s or give a voice (and a face) to founders and the great teams that them. Our Chief Content Officer and show host Peggy Anne Salz catches up Mario Arabov, co-founder of LAMA app, who explains the nuts and bolts of the video interview app—which allows interviewees to answer and record their responses to a catalog of questions developed by the company or on-demand LAMA journalists who can “script” interview questions to suit the occasion. They also discuss video production best practices and how companies can best use LAMA in a B2B context to boost their brand and profile.

Don’t fire your graphics designers just yet. But you can use AI to automate many of the repetitive tasks that currently drown your graphics designers in drudge work and extinguish their creative spark. Our host and Chief Content Officer Peggy Anne Salz catches up with Lior Barak, Data & Automation Consultant with Tale About Data, to discuss how app marketers can start NOW to analyze and automate creatives in order to speed up production and grow profits. Lior draws from his long and impressive track record building and programming AI systems to discuss the catalyst for his Creative Element Explorer tool, a tool designed to understand and scale the component parts of winning creatives. He also debunks popular myths around the best ways to ramp up AI capabilities in your company, starting with good reasons why you should dial down your reliance on Excel spreadsheets.

Reams of 2019 trends predictions posts are calling out AI as the mega-trend. There’s no doubt AI will power more cost-effective UA and bring other efficiencies, but there’s also a lot of hyperbole around where it will shine, and where it will suck. To cut through the hype our host and Chief Content Officer Peggy Anne Salz catches up with Matt Sadofsky, Senior Director of Growth at TIDAL, a subscription-based music, podcast, and video streaming service, for an edgy discussion about the *real* costs and benefits of baking AI into your UA. Matt also draws from his experience, including building an AI system from scratch, to share best practice and debunk myths about how teams will need to work when AI has a seat at the table. Enjoy—and Matt will be back for an encore in a special mini-series where he and Peggy talk shop and grill growth marketers.