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By Liftoff
The podcast currently has 76 episodes available.
It’s the last dance. For the last time on Mobile Heroes Uncensored, John & Peggy are chatting about mobile growth, mobile success, and mobile challenges.
In this episode, we chat about our favorite episodes, a few of our favorite guests — there’s no way we could talk about all of them — and the places they come from, and the topics they shared.
It’s been 76 shows.
Thank you all for the ride, and see you around social media and on many other podcasts that both Peggy and I still on.
Apologies, but we liked Brazil so much we stayed (virtually, of course). In this Mobile Heroes Uncensored, we chat with Guilherme Braz, Acquisition Senior Director at Mercado Libre, an e-commerce and fintech leader in Latin America.
While he’s got great experience in mobile -- having worked at Wildlife Studios previously -- in another life he was a Bain consultant. And Gui, as he likes to be called, brings the kind of intellectual rigor you might expect from Bain to his marketing.
We discuss Brazil, mobile marketing today, incrementality and media mix modeling, App Tracking Transparency, and so … much … more!
Timestamps
0:00 Guilherme Braz, acquisition at Mercado Libre
7:15 Start with the problem
9:50 Brazil and super apps
13:15 Re-engagement in mobile apps
14:45 Incrementality
19:45 Attribution and incrementality
26:00 Least censored opinion about mobile marketing
If the US Postal Service says “neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds,” we add appendicitis! While one of our guests was having emergency surgery (and is now much better!) We soldiered on with ROAD TRIP BRAZIL.
In this Mobile Heroes Uncensored, we chat with Christian Gaitan, formerly Performance Lead of Lemon about entering the Brazilian mobile market.
Christian chats about market demographics and psychographics, as well as the most significant features and challenges of marketing mobile apps in Brazil
Timestamps
0:00 Christian Gaitan from Lemon
3:30 The Brazilian mobile market
9:20 Soccer (or football) and marketing in Brazil
12:30 Best ad channels in Brazil
18:10 Trust and marketing for crypto apps
20:20 Creative optimization in Brazil
22:30 Mobile ad targeting
25:00 Least censored opinion about mobile and marketing
How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins.
This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker with access to huge amounts of data. She’s currently tracking 62 markets: 31 downgraded, 21 upgraded, and 10 stayed the same. But as the global economic outlook suffers, the digital advertising ecosystem is being impacted, she says.
The good news: it’s still growing. The bad news: it’s not growing quite as fast.
We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023.
Timestamps
0:00 Kate Scott-Dawkins
3:15 Multiple iOS app stores
5:40 6.5% global advertising growth in 2023
8:15 Mobile and CTV are outperforming
10:00 Biggest ad opportunities
13:20 $111 billion in retail media
19:00 TikTok
24:00 Least censored opinion about mobile
How big will streaming TV be for mobile user acquisition in 2023? In this Mobile Heroes Uncensored, we chat with M&C Saatchi Performance managing partner Jonathan Yantz. Our focus: will streaming TV, connected TV, smart TV be a great place to run ads in 2023?
CTV is one of the fastest growing ad markets. But it’s fragmented into multiple platforms and multiple services on each platform. How do you address it? How do you measure it? How do you design for it?
We chat about this and many more questions as hosts John Koetsier and Peggy Anne Salz dive into CTV with Jonathan Yantz.
Timestamps
0:00 Jonathan Yantz, M&C Saatchi Performance
3:01 Streaming TV and advertising
4:50 Targeting and CTV
9:30 Strategies for a fragmented market
15:05 Adapting ads for streaming media
20:50 CTV to mobile app ads
25:50 Least censored opinion about CTV advertising
Does reverse psychology work in ads? Sure, sometimes. And sometimes, just plain old psychology.
In this Mobile Heroes Uncensored, we chat with Philippa Layburn, UA manager for Trailmix, the games studio that makes games snackable … yet somehow nourishing. Philippa tells hosts John Koetsier and Peggy Anne Salz about her background in psychology and how that impacts her marketing and advertising, as well as her focus on science and math.
We chat about creative winners and losers, Super Bowl ads, A/B testing, and how to come up with truly creative ideas for new ad campaigns.
Timestamps
0:00 Philippa Layburn, UA manager for Trailmix
3:30 Merge games
4:45 Art and science in advertising
10:30 Quirky ads: yes or no?
13:00 Hook rate
15:30 Winning vs losing ads
26:00 Least censored opinion about mobile marketing
Mobile marketing intelligence can tell you which are the top apps in a category, where your competitors advertise, how they monetize, what ads are working, and which apps that you’re competing with have the highest LTV. It can also reveal emerging trends.
In this Mobile Heroes Uncensored hosts Peggy Anne Salz and John Koetsier chat with Stan Minasov, VP of Product for AppMagic.
We ask Stan what trend he found first, what trends people have discovered on his platform, and how to use mobile intelligence tools to get an edge on the competition. And, how to avoid what he calls “trap markets.”
We also chat about the emerging trend of fake ads. Yes, literally fake ads.
Timestamps
0:00 Mobile marketing intelligence
2:00 Stan Minasov, from AppMagic
4:15 Best insight and trap markets
8:40 Ad creative trends
15:20 When you need mobile marketing intelligence
20:15 Fake ads
27:00 Least censored opinion about mobile marketing
28:00 Top three tips for mobile marketers
In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not.
We also talk about diversification of ad spend, and how Bicego ensures that she is always able to take advantage of opportunities to go viral. We chat about metrics that she uses to keep on track, and we also talk about taking time out — in her case to have a child — and then coming back stronger than ever.
Timestamps
0:00 Gessica Bicego, CMO of Paired
5:45 3 ways to 4X revenue
7:30 User-generated content in ads
11:25 Finding influencers
13:55 How to hit home run ads
16:30 Blended metrics for modern UA
19:20 Taking a year off
24:15 Gimmicky creatives in ads
27:55 Brand marketing for performance marketers
32:00 Most uncensored opinion about mobile marketing
Bootstrapping is great. Especially when you’re getting a suitcase full of awards for your app. In this episode of Mobile Heroes Uncensored, we’re chatting with the founder of Rootd (pronounced “rooted”), Ania Wyshocka.
Rootd is an app for people who suffer from anxiety, stress, and panic attacks, and in a classic entrepreneur story, Ania built a product based on her own experiences. In the process, she’s earned a Developer Spotlight by Apple, a “30 Under 30” win, and a selection to "Canadian Woman in Tech you Should Know."
Now of course, inevitably, she’s looking to paid acquisition to take her app to the next level. Hosts John Koetsier and Peggy Anne Salz chat with Ania about her journey, her choices, her revenue model, and her approach to personalization and segmentation.
Timestamps
0:00 Meet Ania Wyshocka
2:55 The Rootd app
4:45 Bootstrapping to 2M users
10:50 Revenue model: subscription
15:30 Prioritizing features
17:15 Personalizing your app
21:50 Moving to paid acquisition
25:40 Least censored opinion about mobile
What mobile game literally has a tombstone in one of its promo images? A super-successful one, actually: BitLife, which has tens of millions of installs and millions of reviews.
In this Mobile Heroes Uncensored, we chat with BitLife maker Candywriter. Specifically, with VP Gabby Bradford Pigott. Our focus: mashup games: what drives success, and what works best for ad-based monetization.
We also chat about ad partners, managing waterfalls, and balancing user experience and monetization.
Timestamps
0:00 Sim games
2:05 Gabby Bradford, VP at Candywriter
3:55 BitLife
9:00 What would you change?
10:05 Balancing UX and monetization
14:45 Rewarded video ads
18:20 Good old fashioned banner ads
22:20 Tips for picking ad networks
24:00 Waterfall optimization
The podcast currently has 76 episodes available.