Growth Masterminds: mobile growth podcast

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.

Entertainment apps most often monetize via interstitials. Same with news and weather apps. For hypercasual games, it's much more about banners than rewarded ads.

I recently saw that Kayzen released a Programmatic Inventory Index based on an analysis of:

- 24 trillion bid requests

- 630,000 apps

- 1.4 billion daily active users

- 10 billion machine learning decisions every day

I’m a sucker for stuff like this, so I thought ... I have to talk to these guys and learn what they found out. So I did ... and now you can too!

If you're doing ad monetization in your app or game, you need that data in your MMP. And you need granular data so that you can calculate accurate ROI, LTV, and ROAS.

In this Growth Masterminds, we chat with Singular director of product Lisi Gardiner about admon insight the Singular product. The key new thing: thanks to a recent product innovation it's now available in Singular's free tier of service.

We talk about how it works, what's supported, why it's now in the free tier, and much more!

What are the 15 worst, most awful, horrific mistakes you can make in mobile user acquisition?

I saw something interesting on LinkedIn a couple of weeks ago: someone posted and said they managed 26 million euros in ad spend to scale apps over the last 12 months.

And ... they had learned 15 of the worst performance-killing mistakes

Well, after that I had no choice: I had to invite them on to Growth Masterminds and discuss them all.

So for this Growth Masterminds we have Pablo Gonzalez, the author of that LinkedIn post. He is a performance marketing director for Admiral Media and has worked in performance and digital marketing for over a decade with clients like Mercado Libre, Banco Galicia, and multiple other brands.

What can you definitely not do while scaling UA spend?

Watch and listen!

How does Privacy Sandbox on Android work? What will you get back? How much noise will Google add? When will it be launched? When is Singular testing Privacy Sandbox? How can I test Privacy Sandbox? We answer these and many more questions in the second part of our Privacy Sandbox on Android show with Singular CTO Yuval Carmel and software architect Ron Shub. Among the topics we discuss ... What did running tests in Privacy Sandbox teach you? - Any gotchas? - Major challenges? - Walk us through the process - What happens … where … from ad placement to install to conversions What data will marketers get? - User-level imitations on that data? - Noise? SDK Runtime - Thoughts? - Preventing fingerprinting? - Will it hurt anything legit? - Will it make publishing apps easier? - Will it create more security? What’s new in Privacy Sandbox in the last couple of months? - Protected audiences? 1% of Android devices are Privacy Sandbox ready … when will that grow? Impact of Privacy Sandbox vs SKAN? - Initial? - Could there be a flight to iOS? - Learning curve for marketers? More Singular testing coming ... - Can others get in on that?

Everyone needs more creative, but building it at scale is hard and expensive. Can generative AI do the job for you?

In this Growth Masterminds, we chat with Winclap general manager Avi Ben-Zvi about building mobile user acquisition ad creatives via generative AI.

We discuss:

- what tools he's using

- how he's using them

- what he's building: video/stills/audio

- the big shift he's seeing in creative right now

- and the results generative AI is ... well ... generating

How can you maximize one of the top 3 user acquisition platforms on the planet?

Imagine boosting your conversion rate by 100%. Or cutting CPI by 50%. All while massively boosting how many people see your ads ... essentially for free.

In this Growth Masterminds, host John Koetsier chats with ASO expert Emre Bilgic from Mobileaction about cutting-edge App Store optimization plus paid marketing tips on Apple Search Ads, a must for any serious user acquisition pros on iOS.

We also talk about:

- Hidden secrets on ASA

- Common mistakes on ASA?

- Metrics that matter most on ASA

- Recommended budgets and drip campaigns

- The correlation between good ASO and paid UA on ASA

- Media mix modeling and ASA … what’s interesting here

- and much more!

As always get all the details on Singular's blog when we post:

https://www.singular.net/blog/