Growth Masterminds: mobile growth podcast

How do you build web3 in 2023, after the boom and after the bust? 

In this Growth Masterminds host John Koetsier chats with Dan Reynolds from  First Light Games, Jon Hook, the CMO of PlayEmber, and Quinn Campbell, the VP Growth at Sky Mavis, makers of Axie Infinity.

After the hype, after the Discord and Telegram, after the influencers ... where do you go for growth? And what is the emerging web3 growth stack?

We chat about:

- new web3 growth strategies

- old web2 growth strategies

- wallet relationship management

- web3 attribution

- and different kinds of users/owners/players in web3 environments

Mobile user acquisition is great. But for many apps it's not the problem.

The problem: most apps’ retention rates are the bad news. If your app is a leaky bucket, pouring users out as fast as you dump them in, you're wasting tons of marketing dollars.

But what if you could double retention, 2Xing standard industry mobile app user retention rates? How would that change your UA strategy?

In this Growth Masterminds, host John Koetsier chats with Storyly VP Daniele di Nunzio. Storyly works with McDonalds, Domino’s, SoulCycle, and many more brands to drive deep user engagement.

And, of course, to improve in-app user retention.

Apple just released SKAdNetwork 4, or SKAN 4. In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv walks us through all the details released so far AND, crucially, what they mean for mobile marketers on iOS.

More postbacks - good!

More complexity - true.

More opportunity - also true.

Gadi and host John Koetsier chat about SKAdNetwork version 4's new postbacks, new lockable conversions, new random timer delays for postbacks 2 and 3, and how Apple's crowd anonymity works.

They then take questions from a LinkedIn Live audience on what this all means, how it will all work, and how the ecosystem will adjust, adapt, and implement everything in SKAN 4.

In this crosspost from the TechFirst podcast, we chat with Unity CEO John Riccitiello about Unity's latest gaming report. 

Riccitiello talks about monetization of multiplayer games, which have much higher paying player rates than just about any other kind of games or apps. We also chat about the ironSource acquisition, the first game he played, and how he sees the metaverse evolving.

In addition, we touch on 2022: what's happening now after 2 years of explosion in the global gaming industry.

Somewhere around 2016 someone created the first playable ad ... a mini-game you could enjoy, and an ad that didn’t suck.

Last year, according to a Liftoff report, “playable ads were the most effective ad format” in every month other than September, when they tied with another format.

That makes sense: you're generating engagement with the ad. It's fun. Sometimes it's tied to a reward, and a playable ad often shows something of what the advertised app is all about.

BUT there's been a big problem

Playables have been hard to create. Slow. Expensive. Inflexible. Hard to use with user-generated content. Hard to use with influencers.

Could there be a solution for that? Should you be looking harder at playables? Could they even solve for some of the targeting that privacy is removing?

In this Growth Masterminds, we're sharing a LinkedIn Live host John Koetsier did with CRAFTSMAN+ CEO Alex Merutka.

In the mobile app world … how do you know who’s winning? It is number of installs?

We know that can be a faulty measurement: one that's easy to game, and easily misleading. Apptopia knows this. Their job is providing competitive intelligence across the digital ecosystem, and isolated install counts won’t cut it. So they’ve teamed up with Digital Turbine to do something different

They’ve just released v2 of that “something different," the BRAG index. In this episode of Growth Masterminds, we chat with 2 experts about what that is ... and what they’ve learned:

 - Tara Kirkpatrick, analyst for Apptopia

 - Gregory Wester, SVP and CMO for Digital Turbine

Behavioral targeting is dying. But how good can contextual targeting get?

In this episode of Growth Masterminds we chat with Remerge CEO Pan Katsukis about context advertising: where it works, where it's strong, and where it is weak.

We also chat about the psychology of contextual versus behaviorally targeted ads, the future of targeting, and how in some cases contextual target can use up to 100 parameters to get even better than behavioral targeting.

ingular just released Optimized Conversion Models for SKAN. Essentially, it's automated tech that continuously analyzes your SKAdNetwork set-up and tells you if it finds a better model that will get you more accurate data.

30-35% of marketers aren't using the most optimized SKAN conversion models, and in testing Singular has seen cases where a better model provides 60% better data.

In this episode of Growth Masterminds host John Koetsier chats with Singular product manager Evyatar Ram about the new feature, how it works, why it's important, and how it can help mobile marketers who are running mobile app growth campaigns for iOS.

In mobile adtech you have two giants (Google and Facebook) and 5-7 major competitors, which we've called titans, and then hundreds if not thousands of additional ad networks.

Unity shook up the adtech space yesterday by announcing a merger with ironSource, largely to get its mediation and publishing platforms, and to get access to more data.

In this episode of Growth Masterminds, cross-posted from TechFirst with John Koetsier, we chat with Unity CEO John Riccitiello about why he pulled the trigger, and what Unity expects to gain by acquiring ironSource.

We have SKAdNetwork from Apple. We have Privacy Sandbox from Google. We have ID5 and Unified ID 2.0 and the IAB's Project Rearc.

In short, we have many diverse solutions now competing for the future of marketing measurement. Plus, of course, IPA, or Interoperable Private Attribution from Facebook ... errr ... Meta.

What is it?

How does it work?

Should you be thinking about it?

And ... with all these different methodologies, how can marketers actually measure results across the board? Don't we need a United Nations of measurement to make this all make sense?

We chat about all these questions with Singular CTO Eran Friedman.