Growth Masterminds: mobile growth podcast

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

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

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

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

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

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

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

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

How do you scale your mobile game beyond 1 million players?

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