AI in user acquisition: where can AI help marketers most?

Growth Masterminds: mobile growth podcast

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Mind The Business: Small Business Success Stories

1
Pushing Past Stagnation & Business Plateaus 30:21

8 dagen geleden30:21

Later Afspelen

Lijsten

Vind ik leuk

Leuk

30:21

Hitting plateaus is a common milestone in business, but there’s a difference between stability and a rut. In the last installment of this season, we’ll dive into the ways small business owners push beyond plateaus and find new ways to achieve revenue growth. Jannese and Austin wrap up their time in Nashville, Tennessee with a wonderful visit to N.B. Goods to speak with owner Camille Alston . Camille details the times where she hit a wall with profits, the strategies she implemented to increase revenue, what worked, what didn’t, and the important lessons she learned in the process. You won’t want to miss this informative final chapter! Learn more about how QuickBooks can help you grow your business: QuickBooks.com See omnystudio.com/listener for privacy information.…

ongeveer een jaar geleden 17:00

M4A•Thuis aflevering

In this episode of Growth Mastermind, host John Koetsier chats with Faheem Saiyad, director at App Samurai, about the intersection of AI and user acquisition. They dive deep into topics like the role of AI in game development, how AI aids in campaign optimization, and the application of generative AI in the creative process of ad creation. Faheem also shares details about App Samurai's new ad unit, Rewarded Playtime, that incentivizes users for every minute they spend engaging with a game. However, the chat concludes on the idea that AI is still not perfect; it requires human guidance for optimal performance. 00:00 Introduction and welcome 00:14 Getting to know the guest 01:19 The role of AI in game development 03:35 The Impact of AI on user acquisition 06:22 Challenges of campaign optimization 10:25 Introducing rewarded playtime: a new ad unit 13:44 The future of AI in marketing and game development 16:38 Wrapping up the discussion

160 afleveringen

#Business #Marketing #Singularity

AI in user acquisition: where can AI help marketers most?

Growth Masterminds: mobile growth podcast

published ongeveer een jaar geleden

M4A•Thuis aflevering

160 afleveringen

#Business #Marketing #Singularity

Semua episod

1
Why mobile attribution is getting WAY BETTER in 2025 38:30

3 dagen geleden38:30

38:30

Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex. There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled. You name it, there's MORE of everything. But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER. Makes sense? Insane? Impossible? Check out this convo in Growth Masterminds between John Koetsier and Singular CTO Eran Friedman 🎧 Podcast Summary: The Future of Mobile Attribution & Measurement (2025) 🔍 Main Themes & Insights • Shift from deterministic to modeled measurement due to privacy regulations like ATT, SKAN, and Privacy Sandbox. • Major ad networks now offer advanced attribution solutions: • Meta AEM & Advanced AEM: Modeled iOS conversions now shared with MMPs for deduplication and unified reporting. • Google Ads: Long-standing conversion modeling now trending toward MMP integrations. • TikTok Advanced SAN: Dual strategy with deterministic IDFA and shared touchpoints for probabilistic attribution. • Snap Advanced Conversion & Advanced SAN: Combines modeled, deterministic, and shared touchpoint data. 🧠 Singular’s Role: Unified Measurement • Singular aggregates and deduplicates data across all ad networks. • Offers user-level attribution wherever possible, even post-ATT. • Enables side-by-side comparison of SKAN, partner-reported, and Singular-attributed data. • Allows auditing and troubleshooting—e.g., identifying gaps in advanced integration coverage. 📊 Emerging Technologies & Trends • On-device measurement (ODM) is growing—especially on Android via Google Play Referrer, Meta Referrer. • OEM app stores may bring iOS-style measurement to Android (e.g., Huawei, Samsung via Mobi, etc.). • Apple Search Ads adds view-through attribution to deterministic model—now exposed via MMPs. 📈 Advanced Strategies for Big Spenders • Incrementality testing (geo-lift, holdout, MMM) is increasingly important to assess true ROI. • Especially useful in Apple Search Ads, where cannibalization of organic installs is a key concern. ✅ Key Takeaways • Measurement is more complex than ever—but also more actionable. • Marketers can now customize their complexity level: from simple unified views to advanced auditing. • The future looks optimistic: more transparency, better deduplication, and increasingly complete attribution. 00:00 Introduction and Optimism in Marketing 00:50 The Evolution of Mobile Attribution 01:31 Deep Dive into Attribution Data 03:04 Meta's Advanced Attribution Solutions 06:16 Google's Ad Conversion Modeling 08:34 TikTok's Advanced SAN Integration 11:09 Snap's Advanced Conversion and SAN 15:17 Apple's Deterministic Attribution 18:59 Other Ad Partners and Modeling 25:05 Singular's Unified Measurement Approach 32:53 Incrementality Testing and Advanced Strategies 35:47 Conclusion and Future of Measurement…

1
AI-generated UGC: how good is it, really? 30:05

8 dagen geleden30:05

30:05

How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake? Most importantly, does AI-generated UGC work: generate clicks & conversions? Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI. They explore the evolution and current state of AI UGC, its performance, common pitfalls, and the importance of testing different creative elements. Hear insights on how variations in the hook, actor, gameplay, editing style, and music can significantly impact ad performance. Alexei shares real-world examples and emphasizes that, while UGC is a powerful tool, achieving high-performance results requires diligent effort and strategic testing. This episode is a must-listen for growth marketers looking to leverage AI in their marketing mix. 00:00 Introduction and Background 00:42 Meet Alexei Chemenda: CEO of Poolday 02:28 The Power of Curiosity in Marketing 03:00 Generative AI for UGC: An Overview 05:29 Testing and Iteration in AI UGC 07:23 Success Stories and Best Practices 11:46 Who Benefits Most from AI UGC? 13:54 Creating Effective AI UGC Ads 21:58 The Future of Personalized Advertising 24:32 Ethics and Tagging in AI UGC 27:14 Final Thoughts and Key Takeaways…

1
2 seconds 2 win: Creatives that crush mobile game marketing 26:32

18 dagen geleden26:32

26:32

To win in mobile game marketing in 2025, you need creatives that crush it. And that means creative hooks that capture people's attention in just 2 seconds. You have 2 seconds to win ... ouch! In this episode of Growth Masterminds, we discuss innovative strategies and trends in growing mobile games in 2025 with industry experts Jesse Lempiäinen, co-founder of GeekLab, and Neils Beenen from Singular. With host John Koetsier they dive into the effectiveness of AI-generated creative content, the importance of influencers and UGC, and the evolution of privacy measures affecting ad performance. Learn about the critical balance between high click-through rates and user retention, and how to stay ahead in the competitive game marketing landscape with effective partner and channel strategies. 00:00 Introduction to Growth Masterminds 00:51 Current Trends in Game Marketing 02:18 The Role of AI in Creative Development 03:37 Influencer and UGC Strategies 06:38 Challenges and Successes in Creative Marketing 11:55 The Future of Game Marketing 17:38 Innovative Approaches and Final Thoughts…

1
Why France fined Apple $232 million 9:13

25 dagen geleden9:13

9:13

France fined Apple $232 million or $150 million euros because France says the way Apple implemented App Tracking Transparency, or ATT is unfair and anti-competitive. Third-party independent app publishers suffered as a result, and small app makers in particular. In fact, France says, Apple could have easily integrated ATT and GDPR, the massive privacy regulation that governs digital commerce and advertising in the European Union.…

1
Scale smarter: Channel diversification for mobile game marketers 51:10

30 dagen geleden51:10

51:10

Channel diversification for mobile games: where do you start, and how do you do it? In this Growth Masterminds we bring not 1, not 2, but 3 seasoned growth experts to join host John Koetsier on how to scale smarter via better channel diversification for mobile games: - Matej Lancaric from 2 and a Half Gamers - Kyle West from Mistplay - Brendan O’Connor from Moloco When do you add new channels? Which ad partners do you start with? How important are rewarded ads? Where do influencers fit? When? CTV ... should you try it? How do you test new UA channels Look for all of this and more. Whether you're a new game publisher or managing a large-scale game, this episode provides actionable insights for achieving sustainable growth in the ever-evolving mobile gaming industry. 00:00 Introduction to Growth Masterminds 01:49 Starting with Channel Diversification 03:10 Expanding Your Partner Network 06:19 Testing New Channels 12:54 Scaling and Diversifying Channels 19:18 The Rise of Rewarded Advertising 22:33 Influencer Marketing in Gaming 26:22 The Challenge of Influencer Marketing 27:51 Celebrity Endorsements: A Double-Edged Sword 30:01 The Rise of CTV Advertising 35:57 Future of Ad Partners and Channels 45:17 Final Thoughts and Key Takeaways…

1
Mobile app retargeting tips from a 100M MAU app 16:07

5 weeks geleden16:07

16:07

Mobile app retargeting is a huge part of engagement, monetization, and retention for top apps. Especially in categories like shopping, travel, and gaming. What can you learn about mobile app retargeting from a 100M MAU app? Lots. In this episode of Growth Masterminds, host John Koetsier speaks with Subhadeep Chakraborty, Senior Manager for Growth at Ixigo. We chat about the importance and effectiveness of retargeting strategies in one of the most competitive markets – travel and booking in India. Subhadeep shares detailed insights on how Ixigo leverages retargeting to maximize customer value, personalized messaging, and algorithm-driven data points to recommend the best options for users. We also cover CRM channels, the role of analytics, and personalized customer engagement to boost retention. 00:00 Introduction to Growth Masterminds 00:52 Understanding Ixigo's Market and Services 01:15 Retargeting Strategies at Ixigo 02:40 Effective Retargeting Techniques 04:14 Timing and Channels for Retargeting 08:25 Personalization in Retargeting 10:06 Technology and Tools for Retargeting 11:38 The Importance of Retargeting 14:29 Real-World Retargeting Experiences 15:14 Conclusion and Final Thoughts…

1
Ad monetization for mobile games with Felix Braberg 29:43

5 weeks geleden29:43

29:43

How do you achieve optimal revenue from ads in your game? Ad monetization is an increasingly complex but necessary part of the business for mobile game publishers. In this video we dive into ad monetization for games with Felix Braberg ... part of 2 and 1/2 Gamers. We discuss the perfect balance needed for successful game monetization strategies, focusing on hybrid and ad monetization. Felix shares invaluable insights into when to integrate monetization in the game development lifecycle, how to decide on the right models, and the importance of A/B testing. Felix also delves into the challenges faced with ad durations, user acquisition, and segmenting users based on their purchasing behaviors. We end by looking ahead in 2025 and offer tips for developers and publishers aiming to scale their games and increase revenue in the ever-evolving landscape of ad revenue models and e-commerce integration in gaming. 00:00 Introduction to Game Monetization 01:11 Current Trends in Hybrid Monetization 01:54 Building Monetization Models 02:22 Ad Monetization Strategies 06:00 Innovative Monetization Techniques 17:43 Challenges in Ad Measurement 23:49 Future Trends and Tips for 2025 29:22 Conclusion and Final Thoughts…

1
iOS measurement in 2025: what's working? 28:01

6 weeks geleden28:01

28:01

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025? In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular. We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising landscape. Key points include the challenges of current iOS mobile measurement, the role of creative testing, the implications of server-to-server data transfers, and the rise of conversion APIs and web-to-app campaigns. Tune in to get expert insights on how iOS game marketing might evolve in the next few years. 00:00 Introduction to 2025 iOS Measurement 01:01 Current Challenges in iOS Mobile Measurement 03:50 Retargeting Strategies and Banner Ads 04:40 The Role of SKAdNetwork and AEM 05:47 Probabilistic Attribution and Industry Trends 09:06 Unified Measurement and Incrementality 19:24 Web to App Campaigns and Conversion APIs 24:36 Future of iOS Game Marketing in 2025 27:45 Conclusion and Final Thoughts…

1
Incrementality insights from 750 million app installs 24:09

8 weeks geleden24:09

24:09

How important is incrementality? In this Growth Masterminds we chat with the CEO of an app publisher with 750 million app installs: how they think of incrementality, how they measure incrementality, and tips for how you can do the same. Measuring incrementality is especially on the App Store and Google Play ... where you might be the top result and also have bought ads against your brand and keywords: is this good or bad? Our guest is Jonathan Reich, CEO of Zedge. He and host John Koetsier chat about how Zedge achieved over 750 million cumulative installs and Jonathan shares the origin story of Zedge. We also talk about the shift from organic to paid user acquisition, and how Zedge navigates the challenges of ensuring each ad dollar is effectively spent. We then dive into testing strategies, the balance between organic and paid growth, and insights gained from their extensive data analysis. This episode is a deep dive into optimizing ad spend and understanding the art of incrementality in the competitive app market. 00:00 Introduction to Incrementality Testing 00:44 Meet Jonathan Reich, CEO of Zedge 01:15 The Origin Story of Zedge 05:24 Marketing Strategies and Organic Growth 07:26 Challenges and Insights in Incrementality 09:48 Testing and Optimization Techniques 14:44 Key Learnings and Best Practices 20:04 Common Pitfalls and Final Thoughts…

1
Professor ARPDAU: free retention curve, LTV predictor, DAU predictor 43:52

9 weeks geleden43:52

43:52

Need retention curves, LTV predictors, or DAU predictors for your mobile game or app? Don't want to learn about to build retention curves or LTV predictions or DAU predictions, but need the data? You're in luck: Russell Ovans, author of Game Analytics, has just built out these tools for free use. And in this edition of Growth Masterminds, he shows us exactly how they work and why they're useful. Ovans demos his set of free online tools designed for game marketers, including the retention curve creator, LTV predictor, daily average user predictor, and a geographical pricing tool that does have a cost. Perfect for anyone in game marketing or analytics who needs this kind of data but prefers not to learn exactly how to create it themselves :-) 00:00 Introduction to Growth Masterminds 00:59 The Goal of Making Game Analytics Simple 02:09 Challenges and Feedback on the Book 03:39 Launching ARPDAU's Free Tools 04:54 Demo of Retention Curve Creator 10:51 Predicting Customer Lifetime Value (LTV) 16:52 Estimating Daily Active Users (DAU) and Revenue 21:57 Future Enhancements and Feedback 24:05 Introduction to the Big Mac Index 24:30 Country-Specific Pricing Strategies 25:08 Challenges with Global Pricing 26:31 Implementing the Big Mac Index 28:06 Google Play Console Pricing Features 30:39 Using Professor ARPDAU's Tool 31:52 Adjusting Prices with CSV Files 39:33 Final Thoughts and Q&A…

1
Scaling ad spend to $10K/week PROFITABLY 37:33

10 weeks geleden37:33

37:33

How do you scale ad spend profitably? You can spend $300/day and make money, but it's much harder to scale ad spend to $10,000 per week and still be profitable. Here are 5 keys to profitably scaling mobile ad spend ... In this episode of Growth Masterminds, host John Koetsier is joined by Lukas Szanto, a lead generation specialist and senior UA manager. We explore 5 keys to profitably scaling ad spend for an iOS subscription app from zero to $10,000 in weekly ad spend. Lukas shares invaluable insights from his extensive experience, including the importance of creative testing, building a solid campaign structure, the value of user surveys for accurate attribution, and overcoming unexpected challenges. 00:00 Introduction to Scaling Ad Spend 01:49 Creative Testing Strategies 03:56 Building a Strong Foundation 05:08 Iterating and Testing Angles 12:54 Campaign Structure Essentials 18:21 Isolating Strong Ads for Better Performance 19:09 Understanding Meta's Algorithm and Risk 19:40 The Correlation Between Risk and Reward 20:17 Creative Testing and Patience for Unicorn Ads 20:28 Tracking and Tools for Campaign Success 21:08 The Impact of iOS Changes on Attribution 22:22 Survey Strategies for Indirect Attribution 24:48 Using Custom Product Pages for Better Attribution 29:14 Challenges in Mobile Marketing 31:50 Realistic Expectations in Paid Ads 36:35 Concluding Thoughts and Final Insights…

1
Why privacy and consent are AMERICAN things now, not just EUROPEAN 28:28

11 weeks geleden28:28

28:28

Since 2020, 19 U.S. states have implemented data protection laws. That means mobile app publishers don't just have to worry about data, privacy, and consent when they publish in Europe. They also have to think about it in the U.S. So ... how do you make data consent (a boring legal formality that annoys customers) a positive part of your app onboarding. And ... essentially ... a marketing moment? In this episode of Growth Masterminds, host John Koetsier interviews Jerome Perani, CRO of Axeptio, a leading Consent Management Platform (CMP) used by over 70,000 websites worldwide. They discuss the evolving landscape of data privacy regulations across the globe, particularly focusing on GDPR and similar laws in the EU, US, Canada, and other regions. Jerome provides insights on how mobile app developers can effectively integrate consent management into their user onboarding processes, aligning with regulations without compromising user experience. They also touch on recent stringent measures from the French Data Protection Authority and the impact of such regulations on global businesses. 00:00 Introduction to Data Protection Regulations 00:45 Guest Introduction: Jerome Piani 01:41 The Evolution of Data Protection in Europe 04:49 Global Data Protection Landscape 12:47 Challenges and Solutions for App Developers 17:43 Future of Data Protection Regulations 27:02 Conclusion and Final Thoughts…

1
Women & mobile gaming: 9 things you need to know 27:37

12 weeks geleden27:37

27:37

Women are half of mobile gamers, but many of them don't identify as gamers. Superbloom CEO Emily Yim and John Koetsier talk about making great mobile games for women, and much more. Emily shares her journey from working at major gaming companies like EA, Zynga, and Glu to founding her own company and launching the hit game Venue. The conversation delves into the gender dynamics in gaming, growth strategies for niche markets, and the technological and social elements essential for game development. Emily shares 9 insights about women and gaming: 1. Women make up at least 50% of mobile gamers 2. Many women gamers don’t identify as gamers 3. Women in mobile gaming are highly engaged and spend money 4. Women gamers often prefer different game genres and play styles 5. Women’s motivation to play games is different from men’s 6. Women value productivity and progression in games 7. Women prefer collaboration over competition in gaming 8. Women gamers appreciate real-life inspiration in games 9. Many women gamers prefer games with a non-traditional “game” aesthetic 00:00 Introduction and Audience Insights 00:27 Meet Emily Yum: Gaming Industry Leader 01:02 Emily's Career Journey 03:24 The Concept and Development of Venue 06:26 Growth Strategy and Audience Engagement 13:19 Women in Gaming: Insights and Motivations 20:21 Future Plans and Global Expansion 27:15 Conclusion and Final Thoughts…

1
60% lower cost per trial via web2app? 34:57

13 weeks geleden34:57

34:57

Can web2app deliver 60% cheaper trials for your subscription-based apps? And be able to track 20% more? In this Growth Masterminds, we chat with Gessica Bicego: - Blinkist - Paired - Kayak - Fractional CMO, growth consultant Gessica shares her journey from Blinkist to Paired, revealing key insights into the benefits and challenges of transitioning user acquisition efforts from app to web campaigns. We talk about why web-based UA offers better tracking capabilities, how to leverage landing pages to drive app store conversions, and the potential of web onboarding to minimize app store fees. We also talk about the effectiveness of paid content and specific strategies to attract different user segments. 00:00 Introduction to Web-Based User Acquisition 01:46 Transitioning from App to Web Acquisition 03:01 Success Stories and Strategies 06:04 Challenges and Solutions in Web Campaigns 07:21 Understanding Audience and Metrics 14:05 Optimizing Mini Mobile Web Landing Pages 17:21 The Impact of Familiar Environments 17:44 The Evolution of Landing Pages 18:58 Innovative Paid Content Strategies 19:55 The Challenges and Rewards of Paid Content 24:45 Web Onboarding: A New Trend 31:19 Personalizing Web and App Funnels 34:32 Conclusion and Final Thoughts…

1
No more App Store fees 25:57

14 weeks geleden25:57

25:57

Will 50% of in-app purchase revenue move to owned channels over the next few years? Stash thinks so. In this Growth Masterminds, I chat with Justin Kan, co-founder of Twitch, serial entrepreneur and investor, along with Archie Stonehill, who leads product for Stash. We talk about direct-to-consumer or D2C in mobile gaming, where getting revenue from what used to be in-app purchases over owned channels is resulting in 30% more revenue for top publishers. We also chat about what's driving D2C for all mobile apps, not just games. 00:00 Introduction and Historical Context 00:53 Introducing the Guests 01:24 Stash: Direct Consumer Player Experiences 03:22 Regulatory Changes and Market Impact 03:38 Justin's Perspective on the Gaming Industry 06:41 Financial Benefits of Direct Channels 10:59 Future of the App Economy 16:58 Regulatory Developments and Legal Battles 20:21 Historical Parallels and Future Predictions 25:11 Closing Remarks and Future Updates…

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