App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together as a single, feedback-driven system.

In this episode, we’re sharing an App Talks interview with David Quinn, VP of Strategy and Partnerships at Gummicube. David reframes ASO not as a standalone discipline, but as a full-funnel acquisition and conversion engine — one where keyword strategy, creative testing, and paid campaigns continuously inform one another.

“ASO isn’t any one of these things in a vacuum — it’s the combination of keyword updates, A/B testing, and paid campaigns, and the learnings you get from all of them together.”

“If you launch paid campaigns before setting up your metadata, you’re missing a huge opportunity for the algorithm to understand what you should rank for.”

“Paid search placements can help organic performance because taps are signals — if users choose your app more often, the store learns to rank it higher.”

Business Of Apps - connecting the app industry since 2012

In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself.

Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive.

To get clarity on what really moves the needle, we’re sharing with you our App Talks interview with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Vivian breaks down why most teams still treat their App Store presence as static, why aggregate conversion numbers hide more than they reveal, and how to rebuild your storefront around traffic sources, intent, and user expectations.

Across this conversation, Vivian shares practical strategies you can apply immediately — from structuring A/B tests that produce meaningful learnings, to building custom product pages that match funnel entry points, to using in-app events and promotional content to re-engage segments. If you want a clearer playbook for improving conversion and getting more value from every campaign, this episode is a must-listen.

Let’s dive in: here’s Vivian Dang, Senior Director of Accounts & Client Services at Gummicube.

“If you’re not tailoring your App Store experience to each of the different traffic funnels that exist, then you’re literally just spending money to drive users to the page and then lose them.”

“A/B testing needs to be something where it’s extremely structured, where you have hypotheses going in so that you can get clearer answers at the very end of it.”

“You should be taking stock of every single individual channel and source you have so you can best prepare yourself for launch and ultimately for your long-term success.”

Business Of Apps - connecting the app industry since 2012

For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity.

In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount.

You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance.

If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening.

Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics.

“Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.”

“Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.”

“Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.”

Business Of Apps - connecting the app industry since 2012

As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV.

What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data.

In this App Talk special of the Business of Apps Podcast, David Murphy sits down with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads, to unpack what CTV can really do for app growth. Kaitlin breaks down how Samsung’s unique data layer, measurement integrations, and precision targeting are helping mobile marketers reach new audiences, hit their KPIs, and diversify beyond the crowded Meta-Google-TikTok triangle.

You’ll hear why CTV is no longer an upper-funnel luxury, how Samsung connects exposure to mobile conversions, and why even allocating 5–10% of spend can unlock incremental users that traditional channels miss. If you’re rethinking your performance mix for 2026 — this conversation is your roadmap.

“The idea that CTV can’t drive performance is a big misnomer — we’ve been working with direct-response advertisers for years, and it absolutely drives action.”

“CTV reaches a completely different audience than social — older, higher-income, and far more likely to take meaningful action after seeing an ad.”

“Lean heavily into CTV in 2026. Your big, beautiful creative deserves to be seen on the largest screen in the home — served to the right person at the right time.”

Business Of Apps - connecting the app industry since 2012

You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line.

In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort.

In this special episode, we’re syndicating the App Promotion Summit NYC 2025 panel The Modern UA Funnel — from Acquisition to Unstoppable Retention. It’s a real-world look at how UA has changed — not just in channels, but in how teams measure success, attribute value, and design creative that bridges acquisition, activation and loyalty.

From ATT- pressure to creative fatigue to first-party signal strategy — this is where modern growth teams are now placing their bets.

Moderated by Nicole Weiss, Founder of Brass Finch, the panel of experts included:

As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable.

Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped.

In this App Talks special of the Business of Apps Podcast, David Murphy sits down with Omri Argaman, Co-Founder and CMO of Zoomd, to unpack how brands can scale efficiently outside the major ad platforms. Omri shares lessons from running thousands of campaigns across more than 600 integrated channels — from SDK and OEM partnerships to mobile operators and in-game ads.

You’ll hear why advertisers need to rethink where their users are, how to combat fraud while operating in open markets, and what strategies help brands grow globally without overspending on the usual platforms.

If your growth plan still starts and ends with Meta or Google — this episode will change how you think about your acquisition mix.

Let’s dive in: here’s Omri Argaman, Co-Founder and CMO at Zoomd.

“A lot of advertisers avoid the open internet because they don’t have the knowledge or the right partner — but that doesn’t mean their customers aren’t there.”

“Success outside the walled gardens takes patience. You need to test, measure, and adapt across regions — not just spend and hope for results.”

“Don’t be afraid to step beyond Meta and Google. Start small, work on performance models, and you’ll find a whole new ocean of users to acquire.”

Business Of Apps - connecting the app industry since 2012

What happens when AI meets lifecycle marketing? In this special episode, we’re bringing you a panel discussion from App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus.

They unpack how AI is transforming app engagement — from personalization at scale to the rise of 100,000-message permutations. You’ll hear where AI makes a real impact, where it still stumbles, and what it takes to maintain brand voice when your intern is… ChatGPT.

🎧 Tune in for tactical insights, candid lessons, and fresh perspectives from the frontlines of app growth in the age of AI.

The panel of experts included:

Building a sustainable game business has never been more complex—or more full of opportunity. As platforms evolve and user acquisition costs rise, developers are rethinking how they monetize and engage their players directly.

In this episode, Chris Hewish, President of Xsolla, breaks down the rise of Direct-to-Consumer (D2C) transactions and how Xsolla’s Web Shop is helping game studios reclaim ownership over their player relationships.

We explore how going D2C opens new revenue streams, what infrastructure developers need to support it, and why the Web Shop is becoming more than just a payment layer—it’s turning into a strategic channel for growth, loyalty, and long-term success.

“When you go direct-to-consumer, you get the full power of e-commerce, the full power of the web for discovery, and the full power of building community. It creates a better, healthier business environment for your games.”

“It’s not just putting your in-game store on the web. It’s about doing much more with it—rotating sales, personalized offers, regional pricing, loyalty programs, and having full control over your player data.”

“Going off-platform sounds great, but now you’re responsible for taxes, VAT, compliance, and customer support. That’s why you need a partner who can be your merchant of record—handling it all while you focus on making great games.”

Business Of Apps - connecting the app industry since 2012

September rolls on—Apple’s big reveal is behind us, and the tech world is still catching its breath. With the unveiling of the iPhone Air, Apple has once again raised the bar in mobile innovation.

But while hardware dominates headlines, we’re zooming in on a quieter, yet equally game-changing shift: the migration of payments from app stores to the web.

This week’s episode of The Business of Apps Podcast features another App Talk special—conducted by David Murphy with Andrey Shakhtin, Founder & CEO of FunnelFox. The topic? The future of web-to-app funnels for app growth.

Andrey brings a wealth of insight from helping leading apps optimize their revenue stacks. He explains why the move to web payments isn’t just about saving fees—it introduces new friction points in refunds, compliance, and orchestration that many teams overlook. You’ll also hear how performance, UX, and product-led strategies are becoming central to making the transition stick.

If your team is exploring app-to-web monetization—or already deep in the trenches—this episode is your playbook for avoiding costly missteps.

“Web-to-app funnels unlock attribution, reduce payment commissions, and give developers the flexibility to design user journeys that simply aren’t possible inside the app stores.”

“The main mistake I see is teams trying to build everything in-house. It slows down experimentation, drains resources, and pulls focus away from the product itself.”

“The future of app growth will belong to the teams that experiment fast, diversify acquisition channels, and master web-based monetization.”

Business Of Apps - connecting the app industry since 2012

September is in full swing - Apple is about to host its highly anticipated event - fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously finance. OK, not for kids but for app brands and developers, we want to share yet another App Talk interviewconducted by Peggy Anne Salz with Andrew Davies, Chief Innovation Officer at Paddle.

Yes - you will hear about innovation in the app pricing and payment; Andrew is a brilliant speaker and really knows the space. He explains how Paddle simplifies back-office complexity, enables web-to-app monetization, shares best practices in pricing and retention, highlights data-driven strategies to reduce churn, and outlines a future shaped by AI, no-code tools, and democratized monetization.

“We often say second time founders choose Paddle because first time round you don’t really know what the problems are that are going to come tomorrow. But second time around you think, okay, I’ll put something in place at the beginning that means I’m not building up debt for the future.”

“If you are changing your price every quarter, you’ll outperform someone who isn’t by about 103% on ARPU. It’s not that every pricing change is good—it’s that you’re building a muscle for testing.”

“This is not just about making business work or removing complexity. You’re actually democratizing it for everyone who’s going to be a maker—to make and to sell. Because what’s the fun of making if you can’t monetize it?”

Business Of Apps - connecting the app industry since 2012