Mobile Presence

App developers aren’t just expected to master all the business and technology challenges in a multichannel, multidevice and multimedia world to take their idea to the next level. They have to take on the responsibility of creating apps that bring partners, platforms and people together in a smooth and seamless environment that drives revenues and delights users. It requires a practical approach to mobile app development and a vision to plot a transformation path for your business. We get both in the interview with Jordan Gurrieri, Co-Founder COO of Blue Label Labs where he leads all of the strategy, design, product management and operational processes required to deliver highly polished apps on-time and within budget. He answers tough questions and provides straightforward answers to questions including what you need to know when developing an app, how you can stand out in the app market and why it pays to follow the Design Sprint process to focus your efforts and accelerate innovation.

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They say three is a charm, and in the third episode of our series Dave Bell, Co-Founder, and CEO of Gummicube--a company providing App Store Optimization and App Store Intelligence software and services to growth marketers and app developers--we cut through the hype to focus on the tactics you can employ to drive discoverability of your app. Guess what? Getting featured in the app store isn’t one of them. Dave tells us why relying on an app store to pick and feature your app is a short-term strategy that can cost success in the long-term. He also delves into compelling reasons why app marketers need to practice data hygiene and question tools that draw their keyword data and insights from how people search on the web, not how they find apps on mobile.

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App marketing powered by machine learning and AI allows app marketers to identify the events, audiences and ad creatives that can take their campaigns to the next level. Google and Facebook may have been the pioneers, but their dominance is challenged by managed DSPs (demand-side platforms) that are fighting smart with approaches that harness algorithms and AI to help app marketers make better buys and achieve higher returns. How can app marketers teach and train the algorithms to get the best results? Our host Peggy Anne Salz catches up with Misha Syrotiuk, Head of Ad Networks and Programmatic Buying at Huuuge Games, a leader in the social casino games market, to provide you a crash course in DSPs (what they are and what they offer) and some tips on how to train DSP “black-box” algorithms to help you net high-value users and payers.  Misha, a Mobile Hero recognized for his app marketing expertise, also shares a checklist of what to look for (and avoid) when choosing the right DSP for your growth campaigns.

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The dirty secret is: if you’re paying for app installs, then you can be a victim of app install fraud. These fake installs don’t just burn cash; they muddy the data that you need to focus campaigns and measure results. Our host Peggy Anne Salz welcomes Gary Danks, Managing Director Founder at Machine, the only company entirely dedicated to stopping app install fraud, back for an encore appearance and a candid discussion around the industry appetite to combat fraud, not pass the blame. Gary explains why no budget size or app vertical is safe from app install fraud and weighs in on the commitment of ad networks and partners to do their part. He also looks at hot trends, including AI and programmatic, and how his own company has evolved since it opened doors for business last March. Check out the company blog and the wealth of informative posts around app install fraud and best practices you should have top of mind.

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How can app marketers operate (and excel) at the intersection of ad creatives and performance marketing? To crack the code marketers don’t need necessarily need algorithms, but they do need to get smart about how they evaluate ad creatives and harness the right format to get the best results for their app. Our host Peggy Anne Salz from MobileGroove catches up with veteran growth marketer Shamanth Rao to do a SWOT analysis of ad formats and discuss video ad best practices. Shamanth also talks about RocketShip HQ, his new venture where he is the Founder CEO, and shares actionable advice around how you can make short-form video content work for your app.

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Learn how to expand your personal brand through networking and extend your appeal through TV advertising with Gessica Bicego, Director of Performance Marketing, Blinkist, a microlearning company--and top-rated app--that offers users key ideas from bestselling nonfiction books in 15-minute text and audio. Gessica,  a Mobile Hero recognized by Liftoff for her app marketing achievements, shares how she became a leading voice in the mobile space and offers solid advice for other women in mobile and marketing eager to do the same. She also draws from her first-hand experience to map the do’s and don’ts of TV advertising and media buying, and weighs in where and how you can use marketing automation and AI to be more effective--even if on a tight budget.

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The meteoric rise of mobile ad fraud is enough to make any app marketer anxious. But they don’t have to be victims if they know what to look for and the actions to take.  Our host Peggy Anne Salz from MobileGroove catches up with Andreas Naumann, Head of Fraud at Adjust, the industry leader in mobile measurement and fraud prevention, for an entertaining and empowering discussion about the types of ad fraud and the signals that should prompt action. Andreas, a Mobile Hero recognized by Liftoff for his accomplishments and advocacy of an informed and balanced approach to fraud prevention, challenges popular myths and preconceived notions around tools and techniques, such as blacklisting and benchmarks, and zeroes in on what app marketers can do to disincentivize fraud. He also updates us on the progress of the Coalition Against Ad Fraud (CAAF),  a group of industry leading players in the advertising ecosystem, including major attribution vendors and ad networks, that have pledged to tackle mobile ad fraud.

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AR is going mainstream, enabling brands and marketers to tell amazing and immersive stories, so why wait to test the waters? We learn how to choose and tell stories with the help AR from Ray Soto, Director of Emerging Tech for the USA TODAY NETWORK, part of Gannett Co, Inc. and the largest local-to-national media organization in the U.S. His primary role within the organization is to revolutionize storytelling with emerging technologies, such as AR and VR, and we learn how he did just that bringing audiences deeper into apps and experiences including the launch of a Falcon 9 rocket from Kennedy Space Center and an investigative podcast revealing the inner workings of America’s cities.

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Your app users are sharing why they love or hate your app freely in app reviews. Understanding what they say—and what it really means—is pure old when it comes to fixing bugs, adding features or just showing you care when it counts. But when you get hundreds, even thousands, of review a day, you can’t sift through it all on your own. Our host Peggy Anne Salz catches up with Stuart Hall, co-founder, and CEO at Appbot, a company that has harnessed AI and machine learning to help companies like BMW, PayPal and Twitter understand customer feedback and insights contained in app reviews. In practice, the Appbot tool aggregates app store reviews for all countries on iTunes, Google Play, Amazon and Windows stores. Stuart, who has a long track record as a developer, blogger, and entrepreneur, also discusses his early day in the App Economy and offers advice you can follow to maintain an amazing app.

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Don’t just read the reams of 2019 trends reports that call out in-app header bidding as the next “Big Thing” in mobile app monetization. “Get involved now, or risk leaving money on the table” is the top advice we get fromMichael Brooks, SVP Revenue at Weatherbug, where he manages direct sales, programmatic partnerships, business development, growth, and more. Mike debunks industry myths and shares best practices, providing straight answers to tough questions based on his first-hand experiences with in-app header bidding at Weatherbug, the media property that connects 14 million consumers each month to accurate and innovative weather data.

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