Growth Masterminds: mobile growth podcast

What if you could take a microscope to some of the biggest and best companies in your space, peer inside, and see exactly what they spend for user acquisition and marketing? Would that be useful data? That's exactly what Clement Favier, Chief Operating Officer at Adikteev has been doing for massive gaming companies like Netmarble, SciPlay, and Aristocrat, owner of Product Madness and Big Fish Games. In this Growth Masterminds, we chat about UA spend, how to find it across verticals and companies you care about, and why UA cost is more than just the dollars you spend directly on app installs.

What does it take to win in user acquisition in 2023? In this episode of Growth Masterminds we chat with Misplay chief growth officer Jason Heller about the new world of mobile user acquisition on iOS in 2023: - what works - what's changed - how marketers should navigate these new waters - how ad networks need to adapt as well We also learn a little bit more about Misplay, which was a surprise strong finisher in multiple categories of the 2023 Singular ROI Index, but is still (relatively) small and (relatively) unknown.

Mobile marketers have largely lost the IDFA, and are going to lose the GAID. But on the web, the 3rd-party cookie -- which will also go away -- is getting more investment.

In fact, according to Adobe, 64% of marketers actually plan to increase spending on 3rd-party cookie marketing this year. In this Growth Masterminds, we chat with Ryan Fleisch, Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe about privacy and marketing.

That includes 3rd-party cookies, of course, but also device identifiers on mobile.

The question we pose for him: what is the solution to the post-identifier world of advertising and marketing?

Apple 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

Why 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

With 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 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.)

Whole 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.

Where 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 ...

CTV. 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 ...