Mobile Presence

Programmatic opens up new inventory and new opportunities in Out-Of-Home (OOH) advertising,  paving the way for marketers who leverage spatial, audience and movement data to deliver the right message to the right people at the right time. Our host Peggy Anne Salz and Tom Laband, Co-Founder & CEO of adsquare, discuss how a data-driven approach to OOH (activated by mobile devices or even connected cars) enhances the ability of brands to drive customer connection and contextual relevance through outdoor campaigns. Tom shares how adsquare, the real-time data exchange, is helping brands and media agencies quickly and efficiently plan, activate and measure the effectiveness of their digital OOH campaigns. He also gives us his pick of best practices and ways you can get personal in advertising in a privacy-friendly way. 

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In a connected age where consumers crave authenticity, companies must make every effort, using everything they know about their audience, to deliver experiences that address needs, anticipate interests or simply go the distance to make their life better. We get a crash course in data-driven “Empathy Marketing” when our host Peggy Anne Salz catches up with Chy Seng, Head of Mobile Growth at Grammarly, a digital writing assistant (via both web and apps) that helps people write more clearly and effectively. Chy, a Mobile Hero recognized for his user acquisition expertise and accomplishments, discusses the role of creative in creating trust and the metrics that tell marketers when they’ve struck a positive chord with their audience.

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The Data is in the Details When it Comes to Testing Ad Creative. Live from Mobile Growth Summit in San Francisco, our host Peggy Anne Salz checks in with Phil Shpilberg, President and Founder of GamechangerSF. Phil was at the conference to present a session where he translated theory into action as he made and launched a large batch of ads in 15 minutes. He stopped by the podcast booth to discuss how he uses data and multivariate techniques to build winning creative to power user acquisition strategies for his clients.

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Management consultancy McKinsey reports companies that successfully manage to integrate creativity and data enjoy a “2x difference in revenue growth.” But how can marketing teams combine data and design disciplines together to unlock full benefits (and incredible magic)? We get the inside track when our host Peggy Anne Salz catches up with Playstudios’ Noga Laron, Head of Marketing & Growth, and Assaf Shalev, Head of Creative Marketing. From cementing close collaboration (same room, not just building) to deciding a common language (no nerd-speak, please), this dynamic duo freely shares practical steps marketers can follow to cultivate data and design capabilities in-house. Fun and frank convo (with a call out to their families) makes Episode #370 of this series one you won’t want to miss.

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Fintech apps are getting personal, helping consumers manage their lives, not just their money. Current, a nimble neobank, is gaining steam with an app focused on “connecting your money to the friends, family, brands and experiences that matter.” But how can apps get that close to customers? What are the approaches and creatives that build trust? How should you align product and marketing to deliver an amazing user experience? We get the inside track when our host Peggy Anne Salz catches up with Drew Fung, Director of User Acquisition & Growth at Current, and a Mobile Hero recognized for his user acquisition expertise and accomplishments. Drew shares novel ways to interest and acquire Millennials and lifts the lid on the ad creatives that inspire trust. He also draws from his recent blog to highlight best practices for choosing the right attribution window, keep watch on fraud, and ensure that marketers don’t pay for the same users twice.

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Our host Peggy Anne Salz catches up with John Koetsier—journalist, analyst and futurist—to spotlight emerging developments and disruptive forces shaping digital in 2020. From the requirement to curtail “Big Tech” to the demand for smarter "smart" tech, and from the shift away from customer acquisition toward engagement to the rise of virtual experiences (over physical ones), John walks us through the megatrends sure to mark the year ahead. For John, 2019 was the year of going viral as his posts on Forbes reached audiences in the millions. The future will see John embrace the power of "live" (his personal motto for 2020) and expand his own series of video interview shows on Tech First Draft and elsewhere.

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Macro, micro, and power: Influencers come in different sizes with unique talents and capabilities to boost your brand and tell your story. What is the checklist to choose and manage the right influencer marketing approach? How can you repurpose creatives to get more mileage out of your campaigns? We get the answers when our host Peggy Anne Salz catches up with Natasha Upal, VP of Marketing & Growth, Clover, a top-ranking on-demand dating app. Natasha, a Mobile Hero recognized by Liftoff for her app marketing achievements, shares her pick of tools, agencies, and techniques to help you find the right influencer to deliver your message. She also draws from her expertise to help you bring together teams and talent sure to wow your boss.

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Consumers may be lukewarm about getting promotional messages, but a new study suggests they genuinely welcome more messages if they are useful and timely. Our host Peggy Anne Salz catches up with Jeff Hasen, Director of Communications, Sinch, a company providing personalized messaging and other related services, to discuss how messaging — including notifications, rich messaging and chatbots — can fill voids in customer experience. They also explore the "opportunity gap" for conversational messaging and brainstorm how businesses can meet their customers' unmet need for more (and more personal) messaging while respecting personal privacy concerns.

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“Retention is the new acquisition” is the mindset that has allowed Eric Ralls, Founder & CEO of PlantSnap, to turn his app — which allows users to capture an image of a plant or flower and identify it within seconds — into a habit for its 33 million users and counting. Plantsnap doesn’t just encourage nature lovers. It has inspired users to be a community of citizen scientists, using the app to feed into projects and initiatives to educate about global warming and monitor its impact. I chat with Eric about his creative campaigns (one that used perfect timing and precise personalization to increase retention rates by 61%) and the creative spark that gave him the idea for his app — and others coming in the pipeline. We also discuss AI, the innovation he has merged with his love for our planet, and get an update on his StartEngine crowdfunding campaign (you can get involved here) to build similar apps and grow their team.

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It’s good fun and good business sense when our host Peggy Anne Salz catches up with Rory Sutherland, Vice Chairman, Ogilvy UK, and author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life,” a path-breaking book that argues thinking rationally and logically is actually not the way to go. Using real-life examples from his work with some of the world’s biggest brands and influencers, Rory blends behavioral science and case studies to show why marketers who rely on logic may be missing the ideas and inspiration that produce truly effective campaigns. The advertising legend whose TED Talks have been viewed nearly 7 million times also chats candidly about why today’s marketing calls for alchemy and how we can master it to do branding magic.

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