Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, ...
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What is happening in mobile gaming in 2024?Apparently old people game more than young, casual’s growing everywhere. The market as a whole is growing, and daily engagement jumped back up after a decline last year.I recently saw that Adjoe put out a Mobile Games Index 2024 and I wanted to know more, so in this episode of Growth Masterminds, we discus…
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Hello AdAttributionKit: what we learned from WWDC 2024
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Goodbye SKAdNetwork, hello AdAttributionKit. Or AAK, or AdKit. In this special episode of Growth Masterminds, we dive into Apple's new ad attribution kit, announced at WWDC. We discuss the nuances of the new version, not exactly SKAN 5, and its support for third-party app stores and reengagement campaigns. The episode features in-depth insights fro…
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WWDC kicked off today and SKAdNetwork is nowhere to be found. Instead, we have App AdAttributionKit and Web AdAttributionKit (say that 3X fast, we dare you!) and not much detail about where SKAN is going. Out guest today, however, thinks that there' won't be a SKAN 5 or a SKAN 6, and that there will just be new AdAttributionKit releases from time t…
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4 frameworks for killer mobile app retention
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How do you achieve insane mobile app retention rates? One way is magic. Another is pure accident. The third is by applying smart frameworks to science (and magic) your way to better retention.In this episode of Growth Mastermind, host John Koetsier speaks with mobile growth expert Jacob Rushfinn about achieving high app retention rates. They discus…
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Should you stop A/B testing creative right now?In this episode of Growth Masterminds, host John Koetsier chats with Ellad Matarasso, Director of Growth at Alison.ai. They discuss the limitations of traditional A/B testing in growth marketing and how Google and Meta do essentially massively multivariate simultaneous testing. Matarasso shares insight…
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Privacy Sandbox: is Protected Audiences the new Topics API?
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Protected Audiences has grown a lot since it was FLEDGE, and even this year. As such, it’s going to be useful for much more than just retargeting, according to 2 experts.In this episode of Growth Mastermind, host John Koetsier explores the intricacies of Google's Privacy Sandbox with a particular focus on the Protected Audiences API. He’s joined by…
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Everyone needs better app retention. Especially in health and wellness categories.One app, Welltory, has an insane 56% retention rate for users over the last 3 years. As in ... people installed 3 years ago, and THEY ARE STILL USING THE APP today.How?Perhaps some Jedi mind tricks, which Asya Paloni, VP of Strategy, shares with us in this episode of …
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Should you have an AI agent assigned to every single app user?In this episode of Growth Masterminds, host John interviews Shaun Wheeler, a data scientist at Aampe. They focus on mobile user engagement and the innovative approach of assigning an AI agent to each app user. They discuss the limitations of traditional user engagement strategies, such a…
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What are the most common blockers to growing games profitably? In other words, why won't your game grow?You built a game and it’s awesome, but it’s not growing like you want it to. What’s wrong? Maybe this episode of Growth Masterminds holds the answer.Today we’re chatting with who reminds me of Ben Affleck in The Consultant, because she’s called i…
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Where is IAP spend going in 2024?It’s tough out there: inflation is still high, ad revenue is underpacing GDP, and GDP growth is softening in key countries including the USA.So what can we expect from in-app payers in 2024?In this episode of Growth Masterminds, host John Koetsier delves into the future of in-app spend and gamer loyalty with guest J…
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How to kill it on TikTok (even with a tiny budget)
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How can you kill it on TikTok, generate more organic downloads, and build your community quickly? Oh ... and by the way ... you don't have a huge budget.In this episode of Growth Masterminds we meet Sarah Neill, founder and CEO of Mys Tyler, a platform connecting women with 'body doubles' to find clothing that fits perfectly, thus solving the commo…
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Unified Measurement for iOS mobile attribution
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In this episode of Growth Mastermind, host John Koetsier discusses the challenges of iOS mobile measurement in the era of privacy updates, focusing on the difficulty of distinguishing between organic and paid acquisition and the fragmentation of measurement across different methods: SKAN, IDFA, IDFV, MMP, and more.Guests Evyatar Ram and Kelsey Lee,…
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This special episode of Growth Masterminds features an all-women panel discussing their experiences and challenges in the growth industry. The guests share their career paths, biggest triumphs, and the key challenges they've faced, offering advice for women considering a career in growth. The panel comprises of five accomplished women from various …
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Getting more data from your ad networks than they offer
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How do you get more data from ad platforms than they offer? Simple: use Singular.No, we're not talking about anything underhanded or tricky. We're simply getting multiple dimensions and breakdowns that are individually available but not generally visible together. That lack of visibility has a cost: complexity, time, and your ability to see optimiz…
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Welcome to a podcast crosspost from SplitMetrics' App Growth Talks. Host Lina Danilchik chats with usual Growth Masterminds host John Koetsier as they talk about Singular's ROI Index for 2024 highlighting the best ad networks on the planet.I chat about the significance of Singular's ROI Index, detailing the best mobile ad networks across various ge…
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How will Google’s new consent management platform requirement impact mobile app and game publishers? You now need a CMP ... what's that all about?In this Growth Masterminds we dive into the complexities of managing user privacy and consent in mobile apps and websites. Google's new consent management platform requirements for AdMob, AdSense, and Ad …
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Gaming DNA shows why players like specific games
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Why do gamers like certain games and not others? GameTree is a LFG (looking for group) app that connects gamers to play together. To do that, GameTree leverages psychology to build Gaming DNA, which analyzes why certain players like specific games. Gaming DNA shows what kinds of gamers there are, who likes which games, and who might enjoy playing w…
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Web3 and mobile gaming in 2024: new opportunity?
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Where is web3 in 2024? Investment is down, but there is still $91 billion of funding and 95 current unicorns in the space. Asaf Nadler, CEO of Addressable, says the game has shifted from hype to build mode.In this Growth Masterminds, host John Koetsier chats with Asaf to discuss the current state and future of web3, especially in relation to market…
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Tracking ROAS for cross-platform PC, console, mobile marketing
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In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Gali Housman and product marketing manager Kelsey Lee about the complexities of cross-platform performance marketing. They discuss the necessity of tracking customer journeys across platforms to gain full return on investment and to adhere to user privacy …
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Privacy safe post-ATT behavioral targeting?!?
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How can you get pre-ATT levels of behavioral targeting in a privacy-safe way? Can you?In this Growth Masterminds we’re chatting with the co-founder of an AI-powered tool that says it analyzes game play and user behavior to understand gamers and what they do. Then it recommends games that they’ll like, while rewarding them for playing recommended ga…
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Making mobile games work (yeah, someone wrote the book on it)
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Ever wish somebody had written the book on making mobile app businesses work? Wish no more: the job has been done.In this Growth Masterminds host John Koetsier chats with Russell Ovans, game OG, prof, brewery owner, entrepreneur, data scientist, and current Director of Analytics at East Side Games. Russell discusses his journey from social gaming t…
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RTB vs manual: BOTH needed for max admon $$$
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In this intriguing episode of Growth Mastermind, host John Koetsier chats with industry veteran Farhan Haq, founder of independent growth agency Hyper HQ. They explore crucial strategies to enhance CPMs, discussing the importance of manual calls and real-time bidding in optimizing ad ops within a real-time bidding world. Farhan provides an in-depth…
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No more app store tax? How to legally & safely skip IAP platform tax on Google Play & App Store
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If you're on the App Store or Google Play, you're paying the platform tax: 30% on all your IAP revenue. But can you legally AND SAFELY escape that?Maybe yes.In this episode of Growth Masterminds, John Koetsier interviews Archie Stonehill, Head of Product at Stash Gigi, to discuss the digital games industry and the evolution of direct-to-consumer pl…
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How AllTrails won 2023 iPhone app of the year
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How do you become Apple's iPhone app of the year?In this episode of Growth Masterminds, John Koetsier sits down with Ron Schneidermann, the CEO of AllTrails, an outdoor exploration app. Out of all the millions of apps on the App Store, AllTrails won iPhone app of the year in 2023.How?How does AllTrails grow?How does AllTrails achieve 7X better rete…
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AI in user acquisition: where can AI help marketers most?
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In this episode of Growth Mastermind, host John Koetsier chats with Faheem Saiyad, director at App Samurai, about the intersection of AI and user acquisition. They dive deep into topics like the role of AI in game development, how AI aids in campaign optimization, and the application of generative AI in the creative process of ad creation. Faheem a…
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Growing a super-app in India organically and offline: GenWise
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In this episode of Growth Masterminds, host John Koetsier talks with Ayush Choudhary, senior product manager of GenWise. They discuss the development and growth of the GenWise app, a multifaceted platform designed specifically for elders, which is making a big impact in India. Other topics covered include the challenge of marketing to an older demo…
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Lucas Moscon on admon (and ... can admon save subscription apps?)
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In this episode of Growth Masterminds, host John Koetsier speaks with mobile marketing expert Lucas Moscon. They discuss strategies to drastically increase app revenue through smart ad monetization and subscription plans. Lucas explains how he has quadrupled revenues for several apps using remote configuration logic. They also explore SKAN 4 and th…
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CTV ads: where CTV fits in your user acquisition strategy
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37:21
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According to a recent study, half of all CTV ad targeting is wrong. In this Growth Masterminds, host John Koetsier and expert Chris Kelly, CEO of Upwave, talk about:- CTV targeting- CTV benefits (and limitations)- CTV affordability for smaller advertisers- CTV ads real-time optimization capabilitiesWe also talk about performance versus brand market…
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Play games to save the planet? How to boost engagement & retention ... while doing good
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Can you play games and save the planet? Maybe, with Dots.eco's new rewarded ad experience that isn't like anything else I've seen. Wooga, Wild Life, and Playtika are using it, so I thought it'd be worth checking out.Maybe you will too :-)In this episode, host John Koetsier chats with Dots.eco chief growth officer Daniel Madrid.Episode summaryDots.e…
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Product marketing managers OR user acquisition managers: Rovio VP Marketing Luis de la Camara
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Remember Office Space where the consultants came in and asked the QA manager what he actually did around here? (If not, drop everything and go watch it!)In this Growth Masterminds, we chat with Luis de la Camara, VP of Marketing at Rovio, about product marketing managers vs user acquisition managers: what they are, what they do, and why it matters.…
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Pepsi's chief strategy & transformation officer on mobile, strategy, knowing your customers, and generative AI
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27:47
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How do you manage hundreds of apps? Especially when some are D2C, some are B2B, and many are internal? In this very special Growth Masterminds, we chat with Athina Kanioura, the Chief Strategy & Transformation Officer for PepsiCo. She's managing a digital transformation for PepsiCo to ensure each end customer gets exactly what she or he needs ... b…
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Making SKAN work in the wild: multiple verticals & monetization models
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How do you make SKAN work for retail? Games? IAPs? Finance? Subscriptions? Ad monetization? In this Growth Masterminds we chat with 2 Singular experts who work with hundreds of clients, helping them get their SKAdNetwork models right. We go through SKAN for: Games & apps - admon - IAP - subscription - hypercasual vs mid-core Verticals for apps - re…
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Can we bring $350 billion in brand ad spend to mobile games?
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The world’s hundred biggest advertisers spent $347 billion in 2022 ... and not much of that hit mobile games, despite the fact that almost 4B people play games worldwide. The billion-dollar question: how can games access those billions? There’s been this sort of sad joke about mobile game monetization over the last few years: in other to monetize y…
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From the first banner ad ever to generative AI in adtech: chatting with Data Axel's Tom Zawacki
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He helped sell and launch the first-ever banner ad: the (in)famous AT&T "have you ever clicked here ... YOU WILL" ad. Now he's focused on generative AI in advertising in marketing. In this Growth Masterminds, we chat with Data Axle's Tom Zawacki about the history and the future of marketing and advertising. Ultimately, we chat about generative AI a…
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What can we learn from 24 trillion in-app ad bid requests?
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Entertainment apps most often monetize via interstitials. Same with news and weather apps. For hypercasual games, it's much more about banners than rewarded ads. I recently saw that Kayzen released a Programmatic Inventory Index based on an analysis of: - 24 trillion bid requests - 630,000 apps - 1.4 billion daily active users - 10 billion machine …
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Free: ad monetization insights in your MMP dashboard
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If you're doing ad monetization in your app or game, you need that data in your MMP. And you need granular data so that you can calculate accurate ROI, LTV, and ROAS. In this Growth Masterminds, we chat with Singular director of product Lisi Gardiner about admon insight the Singular product. The key new thing: thanks to a recent product innovation …
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The 15 worst user acquisition mistakes: what a UA manager learned from 15 million Euros in ad spend
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What are the 15 worst, most awful, horrific mistakes you can make in mobile user acquisition? I saw something interesting on LinkedIn a couple of weeks ago: someone posted and said they managed 26 million euros in ad spend to scale apps over the last 12 months. And ... they had learned 15 of the worst performance-killing mistakes Well, after that I…
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Privacy Sandbox #2 ... impact, timing, data you get, new stuff
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37:40
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How does Privacy Sandbox on Android work? What will you get back? How much noise will Google add? When will it be launched? When is Singular testing Privacy Sandbox? How can I test Privacy Sandbox?We answer these and many more questions in the second part of our Privacy Sandbox on Android show with Singular CTO Yuval Carmel and software architect R…
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Using generative AI to turbocharge your ad creatives
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Everyone needs more creative, but building it at scale is hard and expensive. Can generative AI do the job for you? In this Growth Masterminds, we chat with Winclap general manager Avi Ben-Zvi about building mobile user acquisition ad creatives via generative AI. We discuss: - what tools he's using - how he's using them - what he's building: video/…
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How can you maximize one of the top 3 user acquisition platforms on the planet? Imagine boosting your conversion rate by 100%. Or cutting CPI by 50%. All while massively boosting how many people see your ads ... essentially for free. In this Growth Masterminds, host John Koetsier chats with ASO expert Emre Bilgic from Mobileaction about cutting-edg…
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unh by Colin CraftBy Colin Craft
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Ad monetization hacks via Google, Amazon, Moloco with Felix Braberg
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So you want to grow to $50,000 or $80,000 a day in ad monetization revenue? In this episode of Growth Masterminds, host John Koetsier chats with admon and UA expert Felix Braberg about everything ad monetization. On the menu: - Google Ad Manager - AdMob - Amazon Publisher Services massive growth - Losing 8-18% on ad arbitrage - Using Moloco to gain…
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Winning with kids apps: competition, mistakes, and ways to win
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Kids apps can be tough. But there's also a ton of opportunity. Whether you're in an official Kids Space on Google Play or Made for Kids section on the App Store, or just an app that is designed to appeal to kids, there are special rules and guidelines from governments and platform owners. Knowing these and following them unlocks a world of opportun…
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SKAdNetwork: everything new from Singular (model migration, cohorts, SKAN 4, Google conversion API)
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There's a lot new in the world of SKAdNetwork, even if we're not talking about SKAN 4 or SKAN 5. In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Omri Barak about everything that's new, including: - the SKAN 4 conversion value reset bug - the state of SKAN - model migration: how to change SKAN models eas…
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Your first million users: the evolution of growth with Itay Milstein
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How do you scale a game from zero to hero? And how does your growth job change as the game gets bigger? In this Growth Masterminds we chat with Itay Milstein, VP of growth at Braingames. He's formerly from Wivo and was head of growth at Huuuge Games. Braingames makes Word Farm Adventure, a fast-growing game that is a mashup of word puzzles and a wo…
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Your first million users: Rocking the cold start with Hanna Parvaz
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How do you get your first million users? I'm starting a new series in Growth Masterminds, and it's about getting your first million users for a new app. There are huge challenges for big apps and big brands to grow, but they’re different: they have resources, a brand, and maybe some existing users/players/customers. Starting from zero is a differen…
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App customers 3-4X more valuable vs non-app customers: Airship CMO Thomas Butta
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The golden age of mobile is over ... at least the golden age of gigatons of free data for marketers and adtech companies.Thanks to IDFA and GAID app marketers had near-free access to huge amounts of behavior data. That was great for acquisition, but also engagement & retention of users/customers/people.That era is almost over. What’s going to win n…
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MMM: here's the easy button you've been waiting for
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MMM is hard. Whether you like media mix modeling or marketing mix modeling, getting all your data is hard, onboarding to an MMM tool is hard, comparing to market trends is hard, sanity checking is hard. But there is an easy button for MMM. And it's called Singular. In this Growth Masterminds, host John Koetsier chats with Singular CTO Eran Friedman…
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Hollywood (Colin's version) by Colin CraftBy Colin Craft
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Billions every year: Mobile game & e-commerce fraud
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How much fraud do you have in your mobile game or retail app? According to some, it amounts to billions of dollars globally every single year. That ranges from "friendly fraud" to "family fraud" to "true fraud," according to Suresh Dakshina, co-founder and strategist at Chargeback Gurus. In this Growth Masterminds with host John Koetsier we chat ab…
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