By Remerge
5
1010 ratings
The podcast currently has 201 episodes available.
How do you know you’re on the best path to growing your app? Michelle Murcia, the Head of Growth at Storybeat (a comprehensive image-editing app for social content), unpacks this question for mobile marketers. Michelle discusses the stages, frameworks, and methodologies that she considers essential for driving growth and revenue on mobile.
Questions Michelle answered in this episode:(7:20-7:40) “You need to identify the stage of growth that your company is in before you can start to create the [growth] strategy. In terms of growth, there are normally three different stages: the discovery stage of the startup, the optimization, and when it’s more mature, to scale it.”
(15:19-15:39) “A North Star metric is a metric that needs to meet at least three requirements: The first one is that it needs to help show you the value of your product to the user; second is to, of course, measure the happiness of the user; and third, that it brought revenue.”
Mentioned in this Episode:Could streaming be the next big channel for mobile marketers? Peter Hamilton, Head of Ad Innovation at Roku believes it will be. In this episode, he chats with Taylor about how action ads work on Roku – where viewers can place orders or download an app directly from their TVs. He also discusses their newest product for advertisers called ‘Roku Ads Manager’. Targeting and measurement with CTV just got a whole lot better. Tune in to the episode and find out how.
Questions Peter answered in this episode:(17:48-18:12) “Whether you’re trying to drive downloads, gameplay or mobile subscriptions, Roku Ads Manager is valuable from a targeting and measurement standpoint. We want to prove the value and ROAS of CTV.”
(20:36-20:40) “CTV is the next frontier for the growth hacker to solve.”
(22:34-22:47) “The number one thing that impacts CTV is your creative. Does it get someone to lean forward and press ‘okay’ on the remote? Does it get them to pull your website up on their phone or download your app?”
Mentioned in this Episode:When Alex Song had to fold a business due to the signal loss from the post-iOS 14 changes in digital marketing post-iOS 14, he set out to solve this problem. In this episode, Taylor interviews Alex about that solution – an AI-powered data intelligence platform called Proxima. You’ll learn how the platform leverages anonymized first-party data to help digital brands access new customers, lower their acquisition costs, and increase their ROAS. He also shares poignant advice to professionals wondering if they should be taking more risks in their career path.
Alex is the CEO and Founder of Proxima. Before launching Proxima, Alex founded three direct-to-consumer businesses, after working a decade as an investment banking analyst.
Questions Alex answered in this episode:(13:50-14:16) “What we are really focused on is how people can be empowered to test audiences the same way they feel they can test creatives.”
(27:34-27:49) “I think the main difference in my learning curve really came from the speed at which I was willing to be wrong and then to learn from it.”
Mentioned in this Episode:Getting mobile games in front of new users on Google, Meta, and other large advertising networks has become increasingly challenging, with more competition than ever before and the high-cost impact of seasonality. In this episode, Sylvain Etard, the Senior Gaming Growth Manager for Tilting Point (the leader in free-to-play games), shares how he manages this challenge by working with alternative vendors and channels, such as Demand-Side Platforms (DSPs), CTV, and rewarded ad networks.
Questions Sylvain answered in this episode:(7:01-7:16) “A good way to do LTV predictions for a game is to look at Day 7, Day 14, depending on your game, and the LTV and retention you have. If you have really good LTV but lower retention than other games, it should be a red flag.”
(11:04-11:20) “What I’m looking for in a new vendor is reliability. Having a lot of LinkedIn messages, we cannot always rely on whatever the vendor says. So the MMP benchmark and MMP index is a good source of reliability because if competitors are spending there, there’s a reason.”
Mentioned in this episode:Richard Eiseman is the Marketing Tech Operations Specialist at DraftKings, one of the world’s biggest fantasy sports betting companies. Richard focuses on ad tech operations including, tracking, attribution, and driving DraftKings’s privacy attribution strategy. In this episode, Richard shares his perspective on the current landscape of ad attribution. He touches on Apple’s AdAttributionKit, learnings from early tests of SKAN 4, the possible end of fingerprinting on Apple devices, and a whole lot more!
Questions Richard answered in this episode:(5:38-6:03) “We have our own incrementality testing method at DraftKings where we try to weigh the actual output of everything – not from taking SKAN or Android-deterministic data or web data at the base read-out, but by really trying to measure what percent of the initially reported conversions or KPIs occurred based on that advertising alone.”
Mentioned in this episode:(5:20) “We’ve seen surprising results. Opt-in rates since ATT started around 20% but have gone up over time. I think this has gone up to around 40% consent across the app ecosystem.”
(10:15-10:46) “In the end, the idea behind the Protected Audiences API is that we can manage cohorts of users that you would want to perhaps re-engage later on the device. So every user can be registered within their own device to different cohorts, which can later be accessed by targeting ad networks on different publishers – and all of it without sharing a single identifier across the web.”
(11:46-12:18) “Apple only took care of measurement, which is SKAN 4.0. AdAttributionKit is just an advancement of the measurement use cases. There is no remarketing solution by iOS. One can only hope. And actually, they did introduce retargeting measurement with AdAttributionKit, which might give us a little bit of hope that retargeting tools are to follow.”
Mentioned in this Episode:What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix.
Questions Paul Answered in this Episode:(4:13-4:25) “I don’t think there’s any source of truth in data. Some media mix modeling tools would tell you otherwise, but it’s very much an art and science to determine how to spend your budget effectively.”
(8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that’s what I take as the baseline for that channel.”
(9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.”
Mentioned in this Episode:In this episode, we speak to Diego Salazar, the Paid Media Lead, and Daniela ‘Dani’ Aschentrupp, the Ad Ops & Acquisitions Lead, at DiDi, one of the world’s biggest mobility and food delivery apps. Get a full-funnel perspective with best practices for re-engaging lapsed users and top tips for acquiring new ones. This episode also covers creative strategies and how to measure the effectiveness of your campaigns, along with a round-up of what to do in Mexico City!
Questions Diego and Dani answered in this episode:(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.”
(8:11-8:32) “You already know what works [for your creatives]: good incentive, good value proposition, and clear messaging. I would say stick to that. Stick to what works. Once you figure out what works for you, it’s time to test more on the placement side. Compare video versus banner versus rich media, and so on.”
(14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.”
Mentioned in this Episode:Apptivate’s newest host, Taylor Lobdell, interviews Thomas Kriebernegg, the co-founder of App Radar, an App Store Optimization (ASO) platform. They talk about how mobile marketers can use generative AI to reduce production time, improve the outcomes of their ASO efforts, and elevate their paid user acquisition (UA) campaigns. Listen now for more details.
Questions Thomas answered in this episode:(12:30-12:47) “From my point of view, one of the big underlying topics that AI enables is what I would call ‘mass-customization.’ This means that instead of running one ad and trying to make it perfect for everyone, you can run 10 ads for 10 different target audiences.”
Mentioned in this episode:
This week, we bring you an episode from Singular’s Growth Masterminds Podcast about what targeting and retargeting will look like for mobile marketers on the Android Privacy Sandbox, featuring Luckey Harpley (Remerge’s Principal Product Manager), Omri Gal (Singular’s Head of Privacy), and host John Koetsier. Learn about the initial testing and campaigns that Remerge has run with Singular’s new SDK for the Sandbox’s Protected Audiences API – and find out what to expect when the rollout takes place.
Questions answered in this episode:(3:47-4:00) “The Protected Audiences API started off its life as an API focused on solving the retargeting problem, but it’s become a lot more than that. I think remarketing will, in the end, be a small part of it.”
(23:00-23:26) “It’s not that all information lives on the device, but rather, all the information that can track a user across apps lives on the device. So our advertisers will still be able to track with their MMP partners. They just won’t know which users are in app A, B, C – but they’ll still know what users are doing in app A – and what they’re doing in app B and C. They just won’t be able to connect them together.”
Mentioned in this Episode:The podcast currently has 201 episodes available.
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