What is going on in the rewarded ad space? Why is it exploding?

Well, in an odd way, it's AppLovin's fault.

In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition.

Paul shares deep insights from his extensive career at companies like Unity, TapJoy, and Liftoff, providing a comprehensive overview of the key trends shaping ad tech today and looking ahead to 2025. Whether you're a growth marketer or ad tech enthusiast, this episode is packed with valuable information and forward-thinking perspectives.

Link to Paul's list of companies in the rewarded space:

https://docs.google.com/spreadsheets/d/1LaVUk8cNHsHNJndKuKyf6Ncpjc05Tc-TR9MmY5q9mkI/edit?gid=0#gid=0

00:00 Introduction to Adtech and Rewarded Ads

01:18 Building a Database of Incentivized Ad Platforms

02:54 The Evolution of Rewarded Ads

07:12 StreamElements: Tools for Twitch Streamers

09:35 The Resurgence of Rewarded Ads

16:14 Challenges and Opportunities in the Gift Card Reward Space

22:02 Expanding User Acquisition Beyond Gaming

22:35 AppLovin's Success in Mobile Ad Tech

27:32 The Role of AI in Mobile Advertising

35:21 Challenges and Innovations in Measurement

38:28 Concluding Thoughts on Ad Tech

Is it possible that you’re wasting marketing dollars by only user acquisition where you always have been in the past? Or limiting your potential growth?

How do you scale influencer marketing?

In this episode of Growth Masterminds, we chat with influencer marketing expert Yuliya Gorenko from Mishka Agencies. She's scaled influencer marketing programs to 8 figures, has over a decade of experience and has worked with over a thousand creators.

She's also a former PR and marketing specialist with L'Oreal.

Yulia shares her journey from L'Oreal to building influencer programs for various mobile apps.

Listen to learn how to scale influencer marketing to eight figures, hear about the evolution of the space, and and get Yuliya's top tips for verticals including beauty, health, fitness, retail, tech, gaming, and more. This is a must-listen for performance marketers looking to leverage influencer marketing as a strong growth engine.

00:00 Introduction to Influencer Marketing

01:36 The Early Days of Influencer Marketing

05:16 Evolution and Current Trends

09:13 Scaling Influencer Marketing Programs

15:49 Measuring Success in Influencer Marketing

20:03 Final Thoughts on Scaling and Measurement

20:51 The Realities of Influencer Marketing

22:26 Rapid Fire Tips for Key Verticals

22:32 Beauty Industry Insights

24:10 Fitness and Health Strategies

26:55 Tech and Gadgets Recommendations

27:46 Travel and Hospitality Tips

29:53 Gaming Community Building

30:55 Parenting and Family Influencer Ethics

33:04 FinTech and Financial Services Caution

34:22 Entertainment and Media Storytelling

35:44 Conclusion and Final Thoughts

If you're going to scale user acquisition, it's pretty hard if not impossible to do it without rock-solid forecasting.

Imagine going viral on TikTok and getting millions of views. Then imagine you have a product attached to those views and you sell out in 3 days.

In this episode of Growth Masterminds, host John Koetsier chats with Vivian Chang, the VP of e-commerce at GNC, about retail subscriptions.

We chat about GNC's experimental success on TikTok Shop where a women's Stress Vita Pack went viral and sold out in three days, and Vivian breaks down strategies to succeed in subscription retail, touching upon the significance of pricing promotions, the importance of innovative convenience, and effective marketing techniques such as surround sound marketing.

We also dive into the dynamics of on-platform commerce at platforms like TikTok and Facebook ... should you do this, or should you always try to bring customers straight on to your owned platforms?

Finally, we talk about the balance between online and physical retail channels for consumer brands. Whether you're interested in the nuances of e-commerce or looking for creative ways to enhance customer loyalty, this episode offers invaluable insights.

00:00 Introduction to GNC's Success on TikTok

01:32 Black Friday and Consumer Sentiment

02:22 Understanding Subscription Retail

08:48 Key Growth Levers in Subscription Retail

10:53 The Role of Key Channels in Subscription Retail

15:14 On-Platform Commerce: TikTok and Beyond

23:17 Balancing E-Commerce and Physical Stores

27:23 Final Thoughts and Hidden Keys to Success

CTV's growing fast. But where does it fit in your marketing mix?

In this Growth Masterminds, host John Koetsier chats with Peter Hamilton, Head of Ad Innovation at Roku. That talk about the role of Connected TV (CTV) in marketing, its evolution, and the ad experiences on Roku.

They also explore the integration of Shopify, ad measurability, and targeting strategies.

They also chat about new engagement modes on Roku that have vastly boosted conversions over QR codes.

Watch or list to understand how CTV can serve different market verticals, from casual and hardcore gaming to D2C and FinTech. Don’t miss insights on how performance marketers can thrive using CTV.

00:00 Introduction to Growth Masterminds

01:26 The Evolution of CTV Advertising

04:19 Peter's Journey in Tech and Marketing

12:18 Roku's Ad Innovations

23:41 Measurability in Advertising

24:39 Performance Marketing Insights

25:16 The Role of QR Codes and Click-Through Paths

27:50 The Importance of Remote Controls in TV Ads

32:14 Shoppable Ads and Shopify Integration

37:32 Strategies for Different Verticals

43:42 Future of CTV Ads

Almost all growth marketers want diversification.

What can AI do for your creative?

What ad formats will skyrocket your app? What publishers will grow downloads faster?

In this episode of Growth Masterminds, host John Koetsier chats with Tomas Yacachury from Kaizen about its latest Programmatic Inventory.

They discuss 6 different nations:

1. The US

2. UK

3. Germany

4. India

5. Brazil

6. Japan

In Japan, manga is king, so native ads work great. In Brazil, Spotify is huge, so video ads work well. In India, TrueCaller is huge and banners are essential.

Each nation has its own cultural heritage and hit publishers, meaning that each nation needs a slightly different mix of ad strategies and partners.

John & Tomas talk pricing, formats, publishers, and much more ...

00:00 Introduction and Welcome

01:30 Overview of the Programmatic Inventory Index

05:09 Deep Dive into Ad Formats and Categories

14:17 Country-Specific Insights

14:25 Ad Pricing Segmentation and Strategy

26:57 Conclusion and Final Thoughts

This is the potpourri episode: the everything everywhere all at once of growth marketing podcasts.

Growth Masterminds host John Koetsier sits down with industry expert Marcus Burke, who brings over 12 years of experience in user acquisition and growth marketing with companies like InnoGames and Blankist, and is now a UA consultant.

We dive into the effectiveness of free trials in subscription apps, targeting strategies on major platforms like Meta and LinkedIn, the unexpected power of static ads in digital campaigns, the complexities of ad performance measurement, including Apple's SKAdNetwork, and much more.

We also learn tips for optimizing your tech setup for superior campaign results, setting up retargeting strategies, making attribution models work, and creating compelling web funnels to drive engagement and conversions.

00:00 Introduction to Growth Masterminds

00:43 Meet Marcus Burke

04:49 The Impact of Free Trials on Business

10:03 Understanding Meta's Multiple Channels

15:09 The Role of Static Images in Advertising

17:19 The Rise of Web Apps

18:47 Innovative MarTech Solutions

19:33 Web vs. App Onboarding

20:11 Effective Web Funnel Strategies

24:18 Challenges in Attribution and Measurement

30:03 The Future of Attribution

37:31 Optimizing Signal for Better Performance

40:27 Conclusion and Final Thoughts