Business of Apps

All right, I think all of you would agree—regardless of your role or area of expertise in this industry—that learning from the mistakes of others saves you time, money, and, most importantly, nerve cells. Because let's be honest, trial and error is great… until it's your budget on the line. So, today we have Reed on the show to help us skip some of those growing pains. He's here to share what's working, what's not, and some fresh, thought-provoking approaches to both app marketing and development. Whether you're scaling a product or just getting started, I think you'll walk away with a few insights worth stealing—or at least borrowing. After founding the Business Strategy team at Branch six years ago, former strategy consultant Reed Kuhn has worked closely with hundreds of customers across verticals. Along the way, he's picked up some sharp lessons—not just about best practices, but more importantly, about what not to do. In this episode, we'll explore guiding objectives for app product owners and marketers, the greatest hits of killer use cases, mobile growth fails, and some simple ideas to make more from what you already have. Plus, we'll look ahead with some bold predictions about how all of us will interact with apps in the AI-powered future. Today's topics include: Reed Kuhn's bio What is Branch.io A guiding principle for what brings value to app users Common mistakes A quick win in app development Effective strategies New strategies on the Reed's radar What's coming up - in the near future and far out Links and Resources: Reed Kuhn on LinkedIn Get in touch with the Branch.io team Branch.io website Business Of Apps - connecting the app industry Quotes from Reed Kuhn: "Over the years, so many of our customers fall into two big buckets. And this is, I think, the simplest framework that I have for differentiating between apps and what they're trying to achieve in terms of value. And that is you have commerce apps, which are the most obvious ones. This is your retailers, fashion, even quick serve restaurants, fast food chains, Starbucks, and also the big box retailers, the best buys of the world, even department stores like Nordstrom. Those are commerce apps. Users primarily are going in there to shop. And hopefully, they actually buy something. And we do know that conversion rates are much higher in apps than on mobile web or even desktop. So those are easy to wrap your head around. The app exists to make it much easier for the user to shop and, in some cases, actually get support. If you want to manage a delivery or send something back, you can do that in the app rather than having to call someone up. On the flip side, you have apps that don't really sell you anything, but they still serve a very important purpose to the user. So I call those companion apps and they're more diverse than commerce apps. So whereas commerce apps are very conversion focused, companion apps are much more feature focused. It's, I able to access information? So almost everybody is going to have their credit card or bank app on their phone, or at least they should be at this point. If they don't want to go there in person." Host Business Of Apps - connecting the app industry since 2012

If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability. As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel. Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one optimized for onboarding, education, or even a light product experience. This allows for better control over messaging, tracking, and personalization before nudging users to install the app. In this episode, we'll delve into the concept of web-first growth with Gessica, exploring the new playbook for acquiring app users. Today's topics include: Gessica Bicego's bio What convinced Gessica to switch to web-based strategies for mobile app UA How to decide what specific "web to app" approach to take - go with mini landing pages, full web onboarding, or else? Web versus app testing How to avoid getting lost in lots of onboarding screens Links and Resources: Gessica Bicego on LinkedIn Business Of Apps - connecting the app industry Quotes from Gessica Bicego "I would say there are two approaches. Like either you send them to a landing page, but ultimately they convert on an app store - so all the call-to-action will lead to the App Store, or Google Play store. Or you guide them through a web funnel, where you have like lots of questions and you end up purchasing on the web." Host Business Of Apps - connecting the app industry since 2012

What makes a mobile ad stick — and what makes it flop? In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April. Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what's working, what's not, and where mobile advertising is heading next.

It's been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more. We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with each other and do business. One of the highlights of the event was the “Beyond Installs: the future of app growth 2025” panel and in this episode we want to share it with you. The panel brought together people from four verticals - navigation, financials, e-Learning and gaming. This panel of experts included: Nidhi Singh, the Regional Marketing Manager for UK & Turkey at AppsFlyer Greg Turtle, Head of Growth at what3words Giulia Saletto, Head of Performance Marketing & Growth at Tide Diane Germann, Head of Paid Content and Social at Blinkist Yagiz Ozyurek, UA Team Lead for Product Madness

The level of adoption of ChatGPT, the revolutionary LLM-based AI chatbot, is staggering. I think it wouldn't be a stretch to say that by now ChatGPT and other similar AI chatbots are everywhere; people use them for work and leisure all the time. Sometimes, it feels like at some point generative AI chatbots will be joining team meetings not to take notes and summarize what was said but to report on what they did last week. OK, jokes aside - today we want to talk about the role of Generative AI in mobile ad creatives optimization. Today's topics include: Asaf Yanai's bio About Alison.ai AI's impact on ad creative optimization Balancing AI-driven automation with human creativity in mobile advertising Staying competitive with AI-powered tools Links and Resources: Asaf Yanai on LinkedIn Alison.ai website Business Of Apps - connecting the app industry Quotes from Asaf Yanai "It changes everything from start to finish, or it could potentially change everything. It depends on the adoption. And I'll explain. I think that what happened in the past five to six years is a complete, complete change in the industry. However, if you look closely, you'll see that not all companies have changed. Not all companies have changed their operations or processes.  The ones that adopted AI early on and those that adopted AI fully are a lot more advanced now. They're faster, they're quicker. They are spot on when it comes to strategy. And also the entire operation became a lot less heavy, heavy with costs, heavy with headcount, and heavy with processes and operations." Host Business Of Apps - connecting the app industry since 2012

One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It's about how profitable and sustainable your app is. Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to increase the number of people who become your paying customers, once they hit the paywall, are cognitive biases. You may heard of them if you have a peripheral interest in psychology. Today, Max will tell you about using cognitive biases to significantly increase your app's conversion rate. Today's topics include: Max Amelang's bio About PreMatch Ethical boundaries in cognitive biases The most underrated cognitive biases High-impact experiments with paywalls Android or iOS? Leaving his  smartphone at home, what features would Max miss most? What features he would like to see added to his smartphone? Links and Resources: Max Amelang on LinkedIn Prematch website Business Of Apps - connecting the app industry Quotes from Max Amelang "Yeah, it's absolutely a valid question because especially in the beginning, it's extremely tempting to see all of these tools you can use to somehow increase this conversion rate by margin or by another percent and so on. But then I also quickly realized not only as a product manager, but also as a user, how would I feel if I stumble across this? " "Obviously I know the tricks, so maybe I need to be a bit harder in order to define if something is good or not so good anymore. And I then came up with like, how would my parents behave on this paywall? Because parents just as a symbol for an older generation that are not as native with mobile apps. And I always am fascinated when I see how my dad navigates his app and when I realize, why did he just click on this button because it's blinking quicker? And I realized, okay, this is how easily he's influenced. So as a very soft first test, I'm thinking about, okay, how would my dad would behave on this paywall? Would he buy just because of the cognitive biases or would he still be able to make his own decision?" Host Business Of Apps - connecting the app industry since 2012

Ok, here is the thing. Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they're in. But user needs change moment to moment. And when apps fail to adapt, users just leave. The next evolution isn't about personalizing based on identity - it's about adapting based on intent. And that intent can only be accurately understood in context. In this episode, we're going to talk about the Context Platform by ContextSDK that enables apps to detect real-world context in real time - whether a user is walking, relaxing, commuting, charging their phone, or simply on the move - and then infer their intent. Using a combination of on-device machine learning and server-side intelligence, the platform helps apps deliver the right experience or message at the right moment. This isn't just a UX upgrade - it is a fundamentally better way to retain users and drive revenue, while respecting privacy and improving performance. Today's Topics Include: Dieter Rappold's' bio About ContextSDK Switching focus from app users' behavior to their intent How Context Platform helps LiveOps maximize their efforts Example of how detecting user context in real-time improves the app experience How context-aware delivery fix the issue with intrusive push notifications Achieving personalization without relying on personal data or permissions What it takes to implement Context Platform into the app Links and Resources: Dieter Rappold on LinkedIn ContextSDK website Maximizing app engagement through content-aware solutions Business Of Apps - connecting the app industry Quotes from Dieter Rappold "It's great to know a lot about past behavior, but past behavior is looking into the past. Intent is happening in the moment and is looking forward" "We collect enough data points on patterns of movement and behavior and analyze them with the smartest machine learning models out there. That allows us to infer intent—and that's something extremely powerful when shaping app experiences," Host Business Of Apps - connecting the app industry since 2012

I think by now you've noticed that the last few episodes weren't regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024. Why? Well, the physical space in the venue in Berlin was obviously limited and it's not like you can fly to Berlin to visit the summit on a whim - time and money aren't always there when you need them, right? But we don't want you to miss an opportunity to listen to these discussions and learn from it. So here comes the next panel - “Beyond downloads: app engagement strategies" It was hosted by Keziah Husselbee, Product Marketing Specialist at Adobe. It was a pleasure to have on the panel people from: Jelena Zbijowski, Head of CRM & Product Marketing at Blinkist Roma Rey, Head of CRM at ParshipMeet Group Robert Vaternam, Senior CRM Manager at Freeletics Jon Genovard, Senior CRM Manager at ShareTheMeal

Good news - the winter is finally over, and I'm sure you've missed the warmth just as much as I have. Today, I'm thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the App Promotion Summit Berlin. This panel covers a wide range of topics, including user acquisition strategies, incrementality and ROI measurement, retargeting and re-engagement strategies, and more. The panel was hosted by Bob Hollanders, Head of Sales & Account Management, EMEA & US at Appier. We were fortunate to have on the panel: Victoria Chang, Performance Marketing Lead at Wooga Pascal Priso, Performance Marketing Manager at Babbel Karst Kortekaas, Director, App Solutions, EMEA at Appier Cansu Bengü Ağaoğlu, Head of Sales (Central Europe) at Adjust

Another week - another bonus episode for you. There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app users was never easy but these days it is a real challenge. To win the game, you need to work out a data-driven strategy to acquire users for your app. On this episode, we feature “Data-driven strategies for UA” panel discussion we hosted during App Promotion Summit Berlin last December. The topics covered on the panel included user acquisition strategies, incrementality testing and attribution, branding and consistency, creative strategies for UA, creative fatigue, fake ads and transparency, playable ads, future plans for 2025, and more. This panel of experts includes: Ece Stepien, Regional Director Western Europe & MENAT at AppsFlyer Jessica Gotti, Head of Performance Marketing at Paired Matej Jurcak, ASO & Growth Partnerships at Pixel Federation Marta Fogel, Head of Marketing at NeuroNation Misha Osintcev, Growth Director at Kolibri Games All right, without any further ado…let's go.

AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka User Generated Content), creative testing at scale is no longer a challenge—it is an opportunity. Today, I'm joined by Andy to explore how their partnership with HeyGen is unlocking new possibilities for mobile advertisers. How is AI changing the game, and what does this mean for the future of creative? Let's find out. Today's Topics Include: Andy Willers' bio About Favoured Challenges Favoured faced before integrating AI-generated UGC What impact AI UGC had on one of the campaigns Favoured was running Biggest opportunities and risks for brands scaling creative testing with AI-generated content Android or iOS? Leaving his  smartphone at home, what features would Andy miss most? What features he would like to see added to his smartphone? Links and Resources: Andy Willers on LinkedIn Favoured website HeyGen - AI video generator Business Of Apps - connecting the app industry Quotes from Andy Willers " What AI has allowed us to do, particularly on the UGC side, is massively increase our capability for creative testing,” Andy said. “HeyGen's digital avatars enable us to quickly generate multiple UGC scripts or executions—allowing us to test different messaging and ad styles at scale.." "We're not at a stage where you type in a prompt and AI spits out a perfect execution. The human touch is still essential,” he explained. “HeyGen gives us the raw material—high-quality AI avatars—but it still requires skilled video editors to integrate them effectively with B-roll footage and visual elements." Host Business Of Apps - connecting the app industry since 2012

Today, we're excited to feature a panel discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: User Acquisition in 2025. The panel covered a wide range of topics, including optimizing ad channels, the shift from attribution to incrementality, exploring new growth channels, and more. It was hosted by George Natsvlishvili, Co-Founder at We Up and the panelists were: Şebnem Alpaylı O'Rourke, Senior User Acquisition Manager at Stillfront Group Mark Mukhin, Team Lead App Marketing at AutoScout24 Gaurav Bhattacharya, Performance Marketing Lead at Zenjob Alper Taner, Head of Performance at BGNet Mobile

Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product? No - it's bigger than that, I'm talking about the evolution of life on this planet. No, there is no a girl or a guy, sitting with a MacBook Pro and running A/B tests for all flora and fauna on this planet :-) My point is that testing is very fundamental and, if it will make you feel a bit more important, you're doing it along with the Mother Nature. To talk about A/B testing for driving app growth we invited Tina. Today's Topics Include: Tina Kim's bio About Huckleberry Labs Using A/B tests to make confident decisions Generating actionable insights with limited resources and tight timelines Incorporating learnings from failed A/B tests Android or iOS? Leaving her  smartphone at home, what features would Tina miss most? What features she would like to see added to her smartphone? Links and Resources: Tina Kim on LinkedIn Huckleberry Labs website Business Of Apps - connecting the app industry Quotes from Tina Kim " So A-B testing is really useful for when there is a shadow of doubt. Put it so whatever you A/B test, it's not some idea that you've picked from the air. It's always based off of some well-informed hypothesis, whether it be analyzing your behavioral data of your users or you've done some user research market research as well. There is always some well-informed hypothesis that drives you to build something." "The other thing is where A-B testing can really help you move forward faster is during the development process, the design process, there may be countless arguments about the perfect copy. Some people are very particular about copy, but and we may spend like endless cycles just trying to perfect the copy, but that's not the point of the change. Let's just test it. And A-B testing is iterative. And so you find something that you feel good with, it doesn't have to be perfect, and you test it and move forward. And if you feel like there's opportunity to squeeze more juice, test it again, right? And so I've been able to move forward faster." Host Business Of Apps - connecting the app industry since 2012

In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps.  Now, you may be super excited about the growth of the mobile ecosystem or shake your head about its externalities, unintended consequences, but it's undeniable - mobile apps take a huge spot in our lives.  Today, a big chunk of the mobile app economy space belongs to app subscriptions - Netflix, Apple TV, Tinder, Duolingo, the list goes on and on. If you build apps yourself and monetize them with the subscription model, you will be really interested to learn about Phil's Subscription Value Loop strategy. Today's Topics Include: Phil Carter's bio Key challenges developers of subscription-based apps face today Identifying and refining the core value proposition  Strategies to convert free users into subscribers, while maintaining a great user experience and ensuring long-term profitability  Android or iOS? Leaving his smartphone at home, what features would Phil miss most? What features he would like to see added to his smartphone? Links and Resources: Phil Carter on LinkedIn Phil Carter's website Maven course Phil's Sub stack Business Of Apps - connecting the app industry Quotes from Phil Carter: "The core of the subscription value loop framework that I teach about in my course is a company's core value promise. In other words, what is the value that you're providing to a user, and ideally to a paying subscriber, that is going to not just bring them to the product in the first place, but cause them to continue paying you a subscription over a long period of time?" "And value delivery is typically led by marketing teams, sometimes with the support of growth product teams or sales teams if you have a B2B business. And value delivery is all about making sure that you have sustainable unit economics, right? You're going to have some amount of LTV that you get from users. But in order to have a sustainable business, you need a strong LTV over CAC ratio and a rapid payback period. And that depends critically on your cost of user acquisition." Host Business Of Apps - connecting the app industry since 2012

The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree. Anyway, this week, we have yet another exclusive bonus episode for you, featuring the panel discussion from the App Promotion Summit San Francisco 2024. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector. During this year's App Promotion Summit San Francisco, we held a panel dedicated to AI breakthroughs in mobile app marketing. It was hosted by Jenny Pollock, Mobile App Expert & Founder of WOMEN AND AI and the panelists were: Lindsey Witmer Collins, Founder & CEO of WLCM Jillian Arnold, co-founder of Snapback Xenia Kupriyanova, senior growth marketing manager at houzz Nancy Roberts, president of CRAFTSMAN+

Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you've been part of the app industry for all these years, you saw the sea of change in app marketing. We all remember the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst on the scene of Pokémon Go, for Christ's sake. And then all of a sudden, it turned out that for all these years the industry had been missing one crucial component - the app user's privacy. So, it's been more than three years since Apple introduced its ATT framework, and, of course, GDPR fundamentally changed user data collection and digital advertising. Today, we have Nicoline to talk about what it takes to achieve app marketing success in the privacy-centric era. Today's Topics Include: Nicoline Strøm-Jensen's bio The biggest obstacles for app marketers in the privacy-first landscape Effective strategies for measuring and optimizing ad campaigns in today's privacy-focused environment Emerging strategies tools and strategies to stay competitive and compliant Android or iOS? Leaving her smartphone at home, what features would Nicoline miss most? What features she would like to see added to her smartphone? Links and Resources: Nicoline Strøm-Jensen on LinkedIn Adjust website Business Of Apps - connecting the app industry Quotes from Nicoline Strøm-Jensen: "So, the first thing I want to point out is that I often use the term “signal loss” as a buzzword in this field when discussing privacy-first approaches. So signal loss is what makes and has been making marketers the most nervous because in practical terms, this references device identifiers and device identifiers were the key granularity of data that marketers prior to the push for new privacy focus was what they used to efficiently target their user segments with personalized ads and promos. But even as an aspect of that and higher level was just to understand where their marketing dollars were bringing in the best return." "And over the past three years, the industry has been working together. And this is something that I've talked about in different conferences or just with clients. That's one aspect that I have enjoyed. When I entered this industry, it was rather competitive and, you know, then we had this moment of, okay - we got to work together. We've got these different components and we're not going to be able to all see success without that collaboration. And so, going from that, the conversations that I have with clients are first and foremost, all right, I'm sorry, but we have to let go of the past." Host Business Of Apps - connecting the app industry since 2012

A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores were launched that year. It was about the introduction of the new software distribution model for developers. Then followed the witty slogan from Apple: “There is an app for that!”, and both platforms began to count and brag about the number of apps released on those stores. Moving forward, the status quo that was established was Apple only had one app store - an exclusive distribution channel for iOS developers. On the other hand, Google had multiple third-party app stores for Android, on top of the Google Play store. For a while, it felt like it was going to be like that forever. And then “forever” ended. On March 5th of 2024, Apple released iOS 17.4, enabling third-party app stores on iOS devices within the EU, complying with the EU's regulation. On this episode, we have Shalom to talk about shaping the future of app distribution: trust, growth, and regulation. Today's Topics Include: Shalom Michaeli bio What is Digital Turbine The impact of European regulations and new tech on the future of third-party app stores Essential strategies for alternative app stores to build consumer trust while scaling their presence globally How Digital Turbine uses research and partnerships to prepare for the future of app distribution Android or iOS? Leaving his smartphone at home, what features would Shalom miss most? What features he would like to see added to his smartphone? Links and Resources: Michaeli on LinkedIn Digital Turbine website Digital Turbine and ONE Store Expand Partnership to Globalize Alternative App Growth Business Of Apps - connecting the app industry Quotes from Shalom Michaeli: "You know what, building consumer trust is crucial for alternative stores to compete with Apple and Google. Because the goal is not only to bring the user to install once or purchase once from your alternative application. The goal is to get a repeatable customer base that coming over, engaging, installing, spending, coming over again because they had a good interaction, because they had good experience." "This is this is a perfect storm the way I used to call it and  for an app developer and for the entire ecosystem. Because this is the time when three elements in my opinion are coming all together. The regulation changes like DMA and few others that are happening across  the world in different countries. The second point is developers' needs for growth. And the third one is available technologies." Host Business Of Apps - connecting the app industry since 2012

One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users. Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this is and how it connects to app marketing? You've come to the right place, in this episode Angèle will answer these questions for you. Today's Topics Include: Angèle Lenglemetz bio What is Cleo AI What are cognitive biases Striking a balance between leveraging cognitive biases and ensuring ethical practices Fitting using cognitive biases into the broader app development strategy Android or iOS? Leaving her smartphone at home, what features would Angèle miss most? What features she would like to see added to her  smartphone? Links and Resources: Angèle Lenglemetz on LinkedIn Cleo AI website Cognitive bias definition Business Of Apps - connecting the app industry Quotes from Angèle Lenglemetz: "Cognitive biases are like shortcuts that our brain takes to make decisions faster. They're really powerful because they tap into universal human tendencies, things like avoiding loss, valuing scarcity, or seeking closure. At Cleo, we use biases thoughtfully. One example is loss aversion. People feel the pain of losing more intensely, something more intensely than the joy of gaining the same thing. So we leverage this with features like saving streaks. If a user is consistently saving, Cleo will remind them like don't lose your streak and it's super simple but it taps into that innate desire to avoid loss and it actually really works." "I think as fun and as important as cognitive bias are, they are never more than like the icing on a solid cake. And they're amazing for enhancing an experience, but they won't work if the product itself doesn't solve a real problem. For app creators, my advice is therefore like first, focus on the fundamentals first. If your core product doesn't deliver value, no amount of nudging and cognitive bias layer you add to it will fix that." Host Business Of Apps - connecting the app industry since 2012

This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector. During this year's App Promotion Summit San Francisco, we convened a panel dedicated to innovative user acquisition strategies that are poised to shape the app industry moving forward. It was hosted by Kevin Kinnison, Client Partner Lead at Adjust and the panelists were: Sandy Shen, Mobile Marketing Lead at LinkedIn Drew Hambke, Director of Marketing at Kongregate Lomit Patel, Chief Marketing & Growth Officer at Tynker Lenette Yap, User Acquisition Lead at Public

In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple's ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges advertisers face today, from diminished data signals to the rising importance of trust and transparency. Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies user cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Google's Privacy Sandbox to redefine audience targeting. Tune in to discover how advertisers and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences. Today's Topics Include: Why targeting is crucial for advertisers and publishers Verve's approach to user privacy in ad targeting Privacy-first targeting approach Addressing relevant audiences without identifying individual users Practical example of such implementation Handling big diversity in targeting How Verve uses AI for its ATOM solution data processing Example of such usage What 3rd party ad targeting tech Verve team has tested and implemented so far Links and Resources: Gaylord Zach on LinkedIn Verve website ATOM solution Business Of Apps - connecting the app industry Quotes from Gaylord Zach: "For publishers aiming to monetize effectively, it's crucial to represent their inventory accurately so advertisers can confidently invest in ad placements. Advertisers need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the user. Finally, advertisers must measure campaign success and attribute performance to the relevant placements." "Our technology, known as ATOM—short for "Anonymized Targeting on Mobile"—enables us to identify relevant user cohorts and create audience segments directly on the user's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving user privacy. " Host Business Of Apps - connecting the app industry since 2012

For every mobile app out there there was this moment when somebody in its team was making a decision about the app's pricing. Coding an app isn't easy, designing an app is not easy either but when it comes to deciding how much money you're going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things to crack. Now ask yourself - what if I want to go international with my app? How should I price my app in UK, France, Sweden, Japan, on Mars? Ok - the last one isn't your worry, yet. Jokes aside, international app pricing can be really complicated and that's why we have today Jacob to explain how it works. Today's Topics Include: Jacob's background Common mistakes app developers make setting prices for international markets Building a global price index Developing effective pricing strategies with limited resources Android or iOS? Leaving his smartphone at home, what features would Jacob miss most? What features he would like to see added to his smartphone? Links and Resources: Jacob Rushfinn on LinkedIn Retention.blog Business Of Apps - connecting the app industry Quotes from Jacob Rushfinn: "Yeah, I think the most common one is just relying on Apple and Google. So Apple and Google in App Store Connect and Play Store have give you default price recommendations or price localization. So you input your price for the country, your base data of your largest in, and then they suggest, OK, what should your price be in these other countries? And I think people often get confused about what Apple and Google are actually saying here. We look at these prices and we think, okay, Apple and Google know best, but really what all they're doing is saying, on the taxes and fees in those other markets, this is the price that would get you the same amount of revenue or equalized revenue across those regions. But they're not actually optimizing and maximizing for conversions in those local markets." Host Business Of Apps - connecting the app industry since 2012

This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people's minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, we're going to touch on something that unfortunately isn't appreciated as much as it should be. If you ever watched the 2020's movie The Social Dilemma, that explores the dangerous human impact of social networking, you would remember that addiction was in the heart of the issue that the movie explored. Well, in today's episode we'll be talking about how to build apps that engage with people on a big scale and yet - they don't lead to forming an addiction. To that end, we have Yves (ИВ) to talk about his app WeWard as a great example. Today's Topics Include: Yves background What is WeWard How to make money while promoting eco-friendly behaviors without encouraging unhealthy screen habits Making sure streaks enhance user well-being and don't foster addictive behaviour Benefiting users and the plant by driving behavior change Android or iOS? Leaving his smartphone at home, what features would Yves miss most? What features he would like to see added to his smartphone? Links and Resources: Yves Benchimol on LinkedIn WeWard Business Of Apps - connecting the app industry Quotes from Yves Benchimol: "Create a habit to people is very complicated, but when you create a habit. It's very difficult also to remove. Some people say that it's more difficult to remove a bad habit than creating a good habit. So to create a good habit, you have to use the classic tricks that the brain likes. And the brain, if you read some cognitive science book, you will understand that every brain is working the same." "If you want to launch an app, I would suggest try to focus on the main benefit of the app, try to run the most simple version of the app. Remove every aspect, like the streak was not part of the app when we launched it, the gamification was very little. The concept was giving reward to people for working, so it was just a step counter and you earn one coin every 1,000 steps. Today the app is well more developed with social environment gamification but at the beginning we just need to verify the concept and you can have thousand and hundred of thousand of users with a very simple concept, you just need like to simplify as much as possible, because this is where you will have the ability to test more quickly and to improve your app and to test and learn the most faster." Host Business Of Apps - connecting the app industry since 2012

A busy life of an app marketer is full of problems, you don't need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line? I'm really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if you do, on this episode we will help you to resolve it. Today's Topics Include: Yeva's background What is Headway What is empathy-based onboarding Balancing user experience versus conversion and revenue How to identify emotions to create personalized experiences How to scale empathy-based onboarding Android or iOS? Leaving her smartphone at home, what features would Yeva miss most? What features she would like to see added to her smartphone? Links and Resources: Yeva Koldovska on LinkedIn Headway Support Ukraine in its fight against Russia Business Of Apps - connecting the app industry Quotes from Yeva Koldovska: "So let's take the first step - identify feelings. There is a ton of ways to do that, from just asking questions to doing user research to forming your own hypothesis. Let's take, for example, forming your own hypothesis. Let's say you have a drop in conversion rate on the email step on the web funnel. So the user has went through the questions or the screens, and then they have to input their email. What might the user be feeling at the moment? What would you feel at the moment? Maybe a bit anxious, maybe unsure if the website won't send you a ton of spam messages over the next day or week. Maybe you would be scared about your data being leaked or given to some third parties. So you kind of form those hypotheses on what the user might be feeling. And this is the first step." "So we've tried utilizing this framework for most of our products and we have never had an unsuccessful test in this regard. But of course you have to understand that it depends on the area, on the product, on the offering that you have to your users. So I would not say that this approach is a silver bullet that helps everyone." Host Business Of Apps - connecting the app industry since 2012

One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should always take a broader look at where your potential or existing app users spend their time online. On today's web, there are many online communities where app users go to dig for information, seek an advice or to share one. But there is only one of a kind that we'll be talking about today - Reddit and to do so we have Sherwin. Today's Topics Include: Sherwin's background What is Reddit How app users use Reddit communities How brands can leverage communities on Reddit Advice for brands for how to work promote their apps on community-centric platforms like Reddit. Android or iOS? Leaving his smartphone at home, what features would Sherwin miss most? What features he would like to see added to his smartphone? Links and Resources: Sherwin Su on LinkedIn Reddit for Business LnkedIn Samsung X Switchers Anonymous Campaign Business Of Apps - connecting the app industry Quotes from Sherwin Su: "So when you think about mobile app users, Reddit is a place where we as an organization, as a company, as a platform, are sitting on 18 plus years of conversations across different types of mobile apps. And it's at different stages of the journey where app users either try to discover, learn how to use and maximize the different apps and then eventually make recommendations on how other folks in their communities can also enjoy the benefits of like the apps that they're using. So for app users, they trust Reddit because they know that these communities have genuine discussions about the apps that they care about." "First, being in advertising, I want to talk about it from a media perspective, that a lot of brands can really leverage the power of community to build their brand and build very authentic and genuine relationships with the customers that they want to serve. There are lot of different ways here at Reddit, having community at the core, that enables brands to engage meaningfully in the space and the internet that no other platform is able to provide. The second one is acquiring customers. And I think this is a journey on its own, because acquiring customers really pushes brands to focus on the core value propositions that they want to share." Host Business Of Apps - connecting the app industry since 2012

OK, this time my setting the stage begins with a disclaimer - the cookies we'll be talking about on this episode have nothing to do with the ones you love on your dessert. The Oreo cookies future is just fine, it's not going to disappear anytime soon:-) No, today I have Ishan to talk about what happens in mobile marketing with the third-party cookies, small pieces of data for digital tracking that disappear from the scene and yet mobile app marketers still need to somehow stay efficient and drive traffic to mobile apps. Today's Topics Include: Ishan's background Strategies to gather and leverage first-party and zero-party data Strategies to collect more data about customers, while respecting their privacy Strategies to maintain and improve conversion rates, while the usage of third-party cookies declines Android or iOS? Leaving her smartphone at home, what features would Ishan miss most? What features he would like to see added to his smartphone? Links and Resources: Ishan Singh on LinkedIn Ishan Singh on Instagram Business Of Apps - connecting the app industry Quotes from Ishan Singh: "You have to give more value than you used to gain trust, because right now everyone has so many options, from where they're spending their time to where they're spending their money. You're not a single monopoly in the market as a business. So you have to show value for a lot lesser cost than before. And with that value, you generate trust. And once you have that trust is only when you can." "So one of the tested strategies, which have worked, is you advertise for a broader lead magnet or value which you're trying to deliver. For instance, if I am specifically solving a problem of stock market investments and I'm a stockbroking platform, I would still sell something like a retirement calculator to advertise on Instagram where now advertising is a little less personal because I don't have a lot of cookies to specifically target to my customer base or my ideal customers. So I would be targeting to a broader customer base with values which would be appealing to a lot more of users." Host Business Of Apps - connecting the app industry since 2012

Running app marketing campaigns, marketers have several goals - I'm sure you know them better than the fingers of your hand. So, it is to find new users for the app, convince them to install the app and…what's new next? Right - make sure they are engaged with the app and do with it what you expect them to, thinks like placing orders, signing up, subscribe and so on. In this episode, we want to talk about app engagement and to share with you what actually works, we have Tommy. Today's Topics Include: Tommy's background About Adjoe Loyalty and engagement trends in consumer behavior Balancing between personalization and user privacy Emerging impactful app engagement trends or techs to anticipate Links and Resources: Thomas Yannopoulos on LinkedIn Adjoe Business Of Apps - connecting the app industry Quotes from Thomas Yannopoulos: "Not necessarily a change in behavior as much as it is a change in accessibility as to how users interface with loyalty programs today. We'll take an example of a partner like ours, which is Fetch. So Fetch rewards is the largest shopping and rewards platform in all of the U S today. They have something like 12 to 14 million weekly active users. So it's just an enormous app. And historically they focused on CPG partnerships. So if you want to box a general mills cereal, you can go to your local store, grab that cereal, take a snapshot of the receipt and you can earn some Fetch points in exchange for that behavior. Now, what we did when we talked to Fetch was we made them aware of the fact that likely the majority of the users were also gamers. When we think about gaming tendencies in the US, I think over 60 % of all smartphones have a game on them and over 43 % of all time spent on the smartphone in the US is spent playing mobile games." "I think we're squarely of the belief that consent is consent in our space. And we as a business pride ourselves on the fact that we will never collect any privacy or any data on someone who doesn't consent to us collecting that data. It's related to what they might be doing on their smartphone or their preferences or whatever the case may be. So when you enter our experience for the first time, you're hit with a number of prompts that essentially ask for your consent. Users are not obligated to say yes to any of these prompts, but if they do, it enhances our ability to personalize their experience. Personalization, obviously for a platform like ours, and in general for any platform, is I think rather key to success."

Think about it - every single day hundreds of millions of people around the world use mobile apps to do something. From checking a weather forecast to booking their next trip, buying something, or less pleasant things like, for instance, paying their taxes. Every app developer wants to keep her or his app users happy. But in real life, your idea of the best experience for your app users doesn't always match with what they think the best one should look like. So how do you fix that? That's a good question and today Jennifer will share her experience of doing that. Today's Topics Include: Jennifer's background About Nespresso Aligning product development with evolving customers' expectations The balance between using data-driven insights and staying agile and responsive to unexpected challenges Strategies to fostering collaboration and alignment across different teams Android or iOS? Leaving her smartphone at home, what features would Jennifer miss most? What features she would like to see added to her smartphone? Links and Resources: Jennifer Camacho on LinkedIn Nespresso Business Of Apps - connecting the app industry Quotes from Jennifer Camacho: "Yeah, as you said, it's a balance. We are experts in coffee. So that's our greatest asset and the most important piece that we want to communicate about that product. But then there are industry standards for things that people are accustomed to doing. So we are not trying to reinvent the wheel when it comes to, for example, purchasing processes or presenting the most convenient ways of paying because that's already set as a standard." "As you may know, we have lots of variety in coffees and we're always trying to push the boundaries of exploring new tastes and of allowing people to enjoy coffee from very differentiated parts of the world. So the amount of products that we have sometimes could be intimidating for some people because they may be just starting to understand the world of coffee." Host Business Of Apps - connecting the app industry since 2012

Your phone has become an extension of your brain. You store a ton of information on it, you use it to get through your day or to plan something in advance. You're working on it, you are spending your leisure time with it. Every once in a while, when your existing 80-100 iOS apps (this is how much apps we have on our phones these days) aren't enough and you need a new one, you go to the App Store. When you launch a search query there, the first search result you can see is on a blue background - this is an Apple Search ad. Whether you've been driving traffic to your iOS app with Apple Search Ads or you never used this paid advertising platform before, today Simon will tell you how to use it efficiently. Today's Topics Include: Simon's background About AppTweak Apple Search Ads overview Balancing between keyword discovery and existing high-performance keywords Using Atlas AI to identify and cluster high-performing keywords for Apple Search Ads campaigns Measuring and mitigating the impact of cannibalization on brand defense campaigns Links and Resources: Simon Thillay on LinkedIn AppTweak Atlas AI Business Of Apps - connecting the app industry Quotes from Simon Thillay: "So for those who not familiar, today there are actually four different types of inventories in Apple search ads. The one, I think most people are familiar with and the one you were mentioning in your intro, is search results campaigns, which is basically being able to put an ad at the very top of a search result page and based on what potential customer has just searched for. But there's three more that Apple has released over the years. The second one is a search tab. So it's another ad that you can see, before people start typing in the search tab. And it's basically a game of trying to catch the attention and play on other signals to kind of convert there. A third one would be the product page, so if people scroll down to the bottom of the page and look at the You Might Also Like section, there will also be an ad in there. But I think the final placement, the final inventory, is the one that gets the most hype these days. It's the Today tab." "It may be called a discovery campaign, but the campaign part trumps the discovery part. And in other words, at first, the campaign is going to find keywords that fit the criteria you've set. But once it's found those keywords, unless you give it different instructions, it's going to stay focused on those. It's basically the principle of if it ain't broke, don't fix it. We found something that's working." Host Business Of Apps - connecting the app industry since 2012

Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they don't retain their users as they acquire them, they can not build a sustainable app business. Right, it's no brainer for you now but back than it took time for people to shift their mentality. Ever since we've been hearing about mobile app users churn and how to deal with it, LTV (I'm sure you know it stands for Live Time Value) became a really important metric. But if I ask you today “What is TTV?” No, I don't mean Twitch TV. Ok, today Jeremiah will help us to expand your marketing vocabulary. Today's Topics Include: Jeremiah's background About Sandbox Effective strategies to streamline onboarding and quick engagement Measuring and optimization of the time it takes for a user to realize the value of an app Tactics to transform first-time users to repeat customers Android or iOS? Leaving his smartphone at home, what features would Jeremiah miss most? What features he would like to see added to his smartphone? Links and Resources: Jeremiah Runser on LinkedIn Sandbox Business Of Apps - connecting the app industry Quotes from Jeremiah Runser: "The reason why that's so important is we capture them right at that moment that's the most pivotal for them. They can sign up and they can send a notification free of charge to the service member, to their family members about the opportunity to use Sandbox to write letters while they are there. So because of that, can sort of insert ourselves into a process that already happens, which helps us optimize that. And the real value is that supporter gets to see those weekly updates." "The way we primarily measure this is TTV  (time to value). We really did a lot of testing early last year and how do we optimize for first purchase, which we would consider time to value. And how do we do that in the least amount of time? And really that's kind of by optimizing the onboarding process, getting all the information that we need for somebody before they ever even sign up for the app." Host Business Of Apps - connecting the app industry since 2012

This is one of our special episodes, when we share either one of our webinars or in-person panels from the App Promotion Summit. This time we have a webinar with the fascinating topic on the table - running a successful privacy-first mobile campaign. Experts from DataSeat, Kachava, and Wavemaker discuss the challenges of privacy-first mobile advertising, including overcoming attribution hurdles such as privacy thresholds, crowd anonymity, and delayed postback data. They also dive into optimization strategies, the future of mobile ad attribution and measurement, and the adoption of SCAD Network among publishers and advertisers. The conversation concludes with insights into the potential of re-engagement tracking and upcoming innovations in privacy-compliant user acquisition. The agenda of this webinar includes: Apple, privacy and the switch to AdAttributionKit; Overcoming crowd anonymity and driving success with SKAN and AdAttributionKit; The future of AdAttributionKit and iOS attribution; Questions and answers. To cover it all we had the following group: Mark Menery from Dataseat (part of Verve) Grant Simmons from Kochava Zach Gryphon from Wavemaker And Alexandra Klimashevich from Verve Host Business Of Apps - connecting the app industry since 2012

Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there. And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers weren't still relevant? We do work on our favorite MacBooks and iMacs, watch movies, plan our next vacation and so forth. It is just, for a few years since the iPhone was introduced, mobile was sucking out all the oxygen in the ad space. So, if you are an app marketer, for you the answer is clear - you need to work with both mobile and desktop ad spaces to grow your app's user base and generate revenue. Web-to-App advertising is what we'll be talking about with Anastasiia today. Today's Topics Include: Anastasiia's background About PlantIn Customized User Journeys Challenges in transitioning to a web-to-app funnel Internal tools and third-party solutions for ad campaign automation Android or iOS? Leaving her smartphone at home, what features would Anastasiia miss most? What features she would like to see added to her smartphone? Links and Resources: Anastasiia Karlova on LinkedIn PlantIn Business Of Apps - connecting the app industry Quotes from Anastasiia Karlova: "When we talk about customized user journey for apps, we are talking mainly about Web2App funnel. It could be based on a funnel with the questions completely based on the web or about the funnel that consists only one landing page and then push you to the store to download the app." "I think the best thing is that you don't need to deal with opt -in rates. You're just skipping that part because this is considering web campaigns and web experience. The limitations about iOS 14 are not working here. And you just have all the information you can get based on clicks." Host Business Of Apps - connecting the app industry since 2012

I think for all of us this experience is familiar. We download a new app we've been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon you'll get the updated version. Of course, the opposite is as likely - you may never get an update for the app, you can't wait anymore and you go and download a similar app from other company. So, the question - how do app developers' team can keep their users happy? On the other hand, how do you make sure that over time your app stays intuitive for its users? Well, today we have Paul to talk about how their team handles these hard questions for their app Documents. Today's Topics Include: Paul's background About Readdle The Documents app by Readdle quick overview Staying ahead of app users' evolving needs Introducing new features while keeping user experience familiar Android or iOS? Leaving his smartphone at home, what features would Paul miss most? What features he would like to see added to his smartphone? Links and Resources: Paul Sakhatskyi on LinkedIn Readdle Business Of Apps - connecting the app industry Quotes from Paul Sakhatskyi: "So this is a very interesting question because we can look at it from different perspectives. So, I think there are two components, major components in this area. The first one, you should definitely reflect current needs of your users all the time, addressing their requests, addressing their issues, addressing new technologies that emerge all the time. But at the same time, you need to look forward  to create something that people and users might not think about right now." "We are using multiple things here. So first of all, we don't do dramatic changes that touch every single piece of the product. So we break it down into kind of components, use cases. So for example, we might redesign or create a new hypothesis, for example, an audio editing that we have inside the app. And we launch it." Host Business Of Apps - connecting the app industry since 2012

The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is? Well, in this episode Gary will explain it for you, showing how it works and why it's important for you to use it in your app business. Today's Topics Include: Gary's background About Kochava What is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growth Key steps to implement MMM in a company's marketing strategy Common challenges in adopting Marketing Mix Modeling Android or iOS? Leaving his smartphone at home, what features would Gary miss most? What features he would like to see added to his smartphone? Links and Resources: Gary Danks on LinkedIn Kochava MMM 101 A 3-Part Webinar Series Business Of Apps - connecting the app industry Quotes from Gary Danks: "MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution." "The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution." Host Business Of Apps - connecting the app industry since 2012

How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when you'll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road. Now, today AI is on the path to impact our lives on so many levels. Learning new languages is one of them and today Steve will tell us about how AI allowed his company to transform their Memrise app dramatically. Today's Topics Include: Steve's background About Memrise Ai-driven features that enhanced user engagement on Memrise The biggest challenges in integrating AI into Memrise Using AI to personalize learning Android or iOS? Leaving his smartphone at home, what features would Steve miss most? What features he would like to see added to his smartphone? Links and Resources: Steve Toy on LinkedIn Memrise Business Of Apps - connecting the app industry Quotes from Steve Toy: "Well, I will tell you that we are probably still working on overcoming the biggest challenge that has been brought to us by all of this amazing technology. And that is unbelievable freedom, right? We now, because of what we've deployed, have given people the freedom to learn the words that matter to them, not the words that we decide in any given course." "The first axis I alluded to earlier, is heretofore in school or in any course that you might take or in any of the other apps, you learn words in a certain order. Right? You're just marching everybody through the first 100, 200, 500, 1 ,000 words in the same order because you're marching everybody in lockstep to be able to interact with certain content and certain tasks. But we don't have to do that. We have fully atomized dictionaries because no matter what words you know, we can start to run you into other experiences. And so that's the first level of personalization is let you decide why you want to learn a language." Host Business Of Apps - connecting the app industry since 2012

Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need. Ok - it's all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very important insight for you in this episode - so listen carefully. Today's Topics Include: Thomas's background About Airship About the Airship's "Peak App Install Research" report How retailers can improve retention rate for customers acquired during peak shopping periods (think Black Friday) Key metrics brands should monitor to effectively drive app engagement Android or iOS? Leaving his smartphone at home, what features would Thomas miss most? What features he would like to see added to his smartphone? Links and Resources: Thomas Butta on LinkedIn Airship Peak App Install Research report The Mobile Consumer 2023 report Airship blog Business Of Apps - connecting the app industry Quotes from Thomas Butta: "And we, we surveyed more than 60 million app installs. So of the number of apps that were installed during that period, we looked at 60 million new ones that were added to your device and we were very interested in understanding what happens after that peak shopping season." " First of all, the way you onboard people is really, really important. I mean that idea of a welcome kit. So they download your app, right then and there you have their attention. What you do next is really important. So that onboarding experience, that welcome experience is really key. And what you're trying to do is two things. You're trying to get to know these people that are downloaded your app. And you're doing it in a way that's showing them with a little bit of information here and here, you can provide a more curated or personalized and relevant experience for them over there." Host Business Of Apps - connecting the app industry since 2012

I bet, as an app marketer, you are on a constant hunt for new marketing channels, right? What do you know about affiliate marketing? If the answer is "zero", "not that much" or "I know what it is but what is your point" than you've come to the right place - we have Taras to tell us how affiliate marketing works for mobile apps. Today's Topics Include: Taras's background About ClickDealer What is affiliate marketing, the main changes for the last decade What affiliate marketing verticals were impacted by mobile the most Effective strategies to grow app user base and revenue through affiliate marketing KPIs to measure the success of affiliate marketing campaigns Android or iOS? Leaving his smartphone at home, what features would Taras miss most? What features he would like to see added to his smartphone? Links and Resources: Taras Kiseliuk on LinkedIn ClickDealer Business Of Apps - connecting the app industry Quotes from Taras Kiseliuk: " The last one will be, as cliche as it sounds like, would be AIs. AI is now doing all the media buying for us in some sense. In a way, the affiliate marketing is working as it worked before - you have to optimize and find the right spots, but now it's kind of like - hey, just trust the pixel, trust Facebook, trust TikTok, AI and so on and so on." Host Business Of Apps - connecting the app industry since 2012

I'm sure you would argue that the world of mobile apps is extremely competitive. By now, it seems like all business verticals have gone mobile and in some app categories, like games, e-commerce, social, the competition is really tough. How do you stand a chance to win in this battle? This is the question we'll tackling today with Deniz. Today's Topics Include: Deniz's background About InnoGame Mobile app's unique edge (Unique Selling Proposition) identification Methods and tools to test an app's marketability Key factors to maintain the app's edge over time Android or iOS? Leaving her smartphone at home, what features would Deniz miss most? What features she would like to see added to her smartphone? Links and Resources: Deniz Kekeç on LinkedIn InnoGames Business Of Apps - connecting the app industry Quotes from Deniz Kekeç: "In a competitive app market, determining what sets your app apart from others involves focusing on its Unique Selling Proposition (USP). Assuming your app performs well and maintains a low crash rate, here are some strategies to identify its unique edge: game narrative, gameplay mechanics, special features & LiveOps, marketing approach." "We are using Sensor Tower mainly for competitor analysis. Quadrics for understanding our audience( coupled with our user surveys). For creative testing Meta is the main tool, however depends on the ad concept we happened to use SDK networks too. KPI's are depending on the test phase. For initial testing, i recommend to check upper funnel kpis such as CPI, IPM. For later phase i recommend mid funnel KPI s such as Retention and session duration etc." Host Business Of Apps - connecting the app industry since 2012

On one of the recent episodes of this podcast, we talked about the app growth, claiming that growth is likely the notion that has been discussed by app marketers the most. It's like - wake up any app marketer in the middle of the night and ask her “what is your name?”, she would tell you “Growth”. And yet - sustainable growth is what exists app marketers and developers even more. I don't think that there is anybody who still doesn't know that an app project is a marathon and to run it you need a sustainable strategy, you need a sustainable growth strategy. So in this anniversary episode #200, we will be talking with Mike about “The Sustainable Growth Handbook” recently developed by his company ConsultMyApp. Today's Topics Include: Mike's background What services ConsultMyApp provides and its position on the market What is sustainable app growth Sustainable app growth key principles How to balance user acquisition and user retention Insights and examples of how data-driven decisions lead to sustainable app growth Common pitfalls and mistakes that hinder app growth Trends and innovations that will impact sustainable app growth What Mike would like to change about digital marketing the most Android or iOS? Leaving his smartphone at home, what features would Mike miss most? What features he would like to see added to his smartphone? Links and Resources: Mike Rhodes on LinkedIn The Sustainable Growth Handbook ConsultMyApp Business Of Apps - connecting the app industry Quotes from Mike Rhodes: "The biggest challenge I think our clients always see is siloed behavior where acquisition teams don't talk to paid, but acquisition teams don't talk to CRM and retention teams and and then the data doesn't talk together even if the teams do, they're not connecting the dots because they don't have a CDP or a warehouse, and they haven't got a reporting stat that sits on top. And that is the biggest single thing." "I think the biggest issue is not with developers, but actually with the product marketers. And that comes when the wrong metrics are really being focused on. So things like installs, category ranking, the keyword ranking, these things are vanity metrics. You know, they don't really matter. Like how many a month you have. It doesn't matter to a large intent. What does matter is the users I got, how are they converting? How are they converting into meaningful users? It might be watching ads. It might be whatever your core metric is. But ultimately it's got to be understand that is the metric." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/   NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

I'm sure you've heard this adage “Data is the new blood of the economy”. When you operate on a big market with lots of competitors you better make sure you make decisions about your business based on hard data. App marketing is one of the brightest examples where this adage and it is so close to home. When the number of users of your product is in thousands, tens of thousands or millions informing your app marketing decisions with reliable data isn't a question of should or shouldn't but must. In this episode, Summer will help us to learn about leveraging mobile ad data, competitive analysis tools, as well as share her advice for marketers who are just getting started in the app marketing space. Today's Topics Include: Summer's background What is SocialPeta Leveraging app performance and ad creatives data effectively Staying competitive in a crowded app marketplace Upcoming features in the SocialPeta pipeline to benefit app marketers What Summer would like to change about digital marketing the most Android or iOS? Leaving her smartphone at home, what features would Summer miss most? What features she would like to see added to her smartphone? Links and Resources: Summer Liu on LinkedIn SocialPeta Business Of Apps - connecting the app industry Quotes from Sumer Liu: " If we talk about mobile ad intelligence tools, I think I can boast that there is no better platform that can be as friendly as SocialPeta. We dived in the mobile advertising business for over 8 years. We grew together with those top global publishers. We evolve our product from time to time. In the new era of AI technology, SocialPeta will firmly develop towards this direction on aspects like Ai recognition and analysis. We will draw the digital market picture in a much more intelligent way." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/   NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Ok, a bit of trivia to begin with - what is the most common and most used word app marketers and app owners use in a conversation about their apps in pretty much any country you can think of? Well, if they have a conversation in English that would be growth. It's that notion that everybody is agree is extremely important for a mobile app project to succeed. There is a set of app growth marketing techniques we all have heard about, tried ourselves and hopefully benefit from using. But because mobile apps' audiences are different, we know that these techniques aren't expected to be equally efficient for everybody and so it is always wise to listen to other app marketers' experiences to learn something new. In this episode, Sherina will share her experience with the Deezer app's growth strategy. Today's Topics Include: Sherina's background The Deezer app and what people use it Acquisition strategies that worked for Deezer Data and analytics to inform the app's growth Tactics to retain the app's users Partnerships and collaborations to foster the app's growth Emerging trends and tech to impact app growth strategies in the future What Sherina would like to change about digital marketing the most Android or iOS? Leaving her smartphone at home, what features would Sherina miss most? What features she would like to see added to her smartphone? Links and Resources: Sherina Khalidi on LinkedIn Deezer app Business Of Apps - connecting the app industry Quotes from Sherina Khalidi: "On the measurement front, at Deezer we use the triptic Attribution / MMM / Incrementality, and I would love to use AI to get a synthetic view of these 3 components to help me predict the outcome of future invest." " As the mobile industry is maturing, I feel the good old recipe of UA and ASO will work less & less, and it will be more about building a strong brand that is able to connect with their users, in trust and authenticity. I think there's really something here for us to reinvent." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/   NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

There is a decent number of ways to market your mobile app on app stores. I think by now we all know them so well - App Store Optimization to drive native traffic, paid user acquisition via Apple Search Ads or Google Ads, acquiring users via paid ad platforms from Meta, TikTok, Alphabet and some more. But at some point - for savvy app marketers this point comes pretty early in their app marketing journey -  you realize that it is not the end of the story. As much as it makes sense to connect your app via built-in search on app stores or use paid ad platforms, there are more ways to build your app's user base when you think out of the box, specifically out of the app store :-) In this episode, we're going to cover with Jakub a few app marketing techniques to grow your app outside of the app stores. Today's Topics Include: Jokub's background What is HER app and its competition Ways to market an app outside of app stores Affiliate marketing or referrals as an app marketing channel Using Generative AI for content marketing: pros and cons How Viral marketing works for mobile apps Most overhyped app marketing channel Takeaways What Jokub's would like to change about app marketing the most Android or iOS? Leaving his smartphone at home, what features would Jokub miss most? What features he would like to see added to his smartphone? Links and Resources: Jokub Chour on LinkedIn HER app website Business Of Apps - connecting the app industry Quotes from Jokub Chour: "Well, I'll stick with the rule that says that if everyone else is doing it, it's not worth doing it.  I've seen a lot of outcomes from generative AI and I wasn't impressed in general for our niche. I mean like it's great to write an email, or, I don't know, a PR release, but it's it hasn't been great in the niches like ours." "I wouldn't say channel, but definitely like Multimedia Modeling or Incrementality measurement are something that are like talked about a lot but I don't think that we are at a point to fully utilize that as I've seen some tools that are going this way. It's like telling a fairy tale. At this point  you can have it generating numbers, but for me, it is hard to trust it fully." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/   NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Let's state the obvious - people love playing games, especially on their smartphones, and they do love brands. Now, if you ask a mobile marketer what does it imply she would tell you that it's a great opportunity on one side to let brands reach more potential customers and on the other - for mobile game developers to generate revenue. So far so good, right? But what if I tell you that there is a report that actually reveals specifically what brand categories people prefer who play games in various types of games such as Puzzle, Card, Word, and Action? Sounds even better, right? Well, today Ravi will be talking about Digital Turbine's BRAG INDEX IV report that brings up precisely this information. Today's Topics Include: Ravi's background What is Digital Turbine today and its mission The BRAG Index report and its methodology The biggest highlights from the report The mobile games landscape today The report insights for Word / Word Search game category The report insights for Puzzle game category The report insights for Card game category The report insights for Action game category Android or iOS? Leaving his smartphone at home, what features would Ravi miss most? What features he would like to see added to his smartphone? Links and Resources: Ravi Pimplaskar on LinkedIn Digital Turbine company BRAG Index IV report  Business Of Apps - connecting the app industry Quotes from Ravi Pimplaskar: "What we did is we sort of indexed the people who play Word games against certain brands. And we really found that they had an affinity for fitness and travel. Some of their top brands included, you know, Red bull, Delta Airlines, Panera Bread. But one of the things, Word  gamers, which isn't surprising, are avid readers." "Puzzle gamers - what we really found about their interest is they gravitate towards beauty and adventure. Their favorite brand is  beauty products like Aveeno. They're into Travelocity, Lululemon's brands. One of the things that we did find about puzzle gamers - they really into traveling. So, you know, that Sudoku player sitting next to you on flight he may be more typical than you think." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

One of the topics, that has been permeating this podcast over the years, is mobile app growth. And in general - year after year, conference after conference, countless webinars, white papers, and podcasts have been dedicated to this topic. And it's all for a good reason - if your app's user base doesn't grow you can not build a sustainable app business and because the app landscape has been changing you always needs to be in the know of what works now and what doesn't. And this is exactly what we're going to cover on this episode with Gilad. Today's Topics Include: Gilad's background What is Moburst App marketing recent evolution App growth marketing essential strategies Mobile app growth common challenges Influence of tech on app marketing Trends that will dominate mobile app marketing Advice to young app marketers What would Gilad like to change about app marketing Android or iOS? Leaving his smartphone at home, what features would Gilad miss most? What features he would like to see added to his smartphone? Links and Resources: Gilad Bechar on LinkedIn Moburst Business Of Apps - connecting the app industry Quotes from Gilad Bechar: "I think that from the get-go apps optimization was always pretty big on app growth. And when you're thinking about app optimization, you think about how users might find the app. The app optimization, I think it became much more sophisticated in the past few years, where you have the ability to impact users with so many different gateways to the app. So it's no longer five screenshots you're telling the story and that's it, like you used to have.  Now you have 35 different gateways in the App Store on the, on iOS and 50 different gateways on custom product pages on Android." " I think that AI  is a massive improvement and advancement. And that's something that will impact the world for now and onwards. But I think that the ability to be data-driven and seeing what works and what doesn't work, which means at the end of the day, there are users. You're trying to bridge your message to the user and getting them to a very positive experience about whatever you're trying to sell.   I think that being data-driven and understanding which customers to approach with which type of messaging that will resonate with them and will get them to one step closer to the action that you want them to take. That's the key element that is with all of the tech technology advancements and with all of the new tools that are available and all of the better programs of TikTok and Meta and Google." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Ok, a bit of a mental gymnastics - imaging you're holding a smartphone in your hand and you've just purchased it. You've unpacked it, turned on and now browsing through its default apps and checking out its features. You're consciously taking mental notes on features that tick off boxes for you - that is the rational part. Right, but don't you notice that holding that phone in your hand makes you feel good? We, human beings, are driven by emotions, even on occasions when you feel like you are strictly rational, your decisions are still influenced by your emotions. Now, this episode stands out the rest, because with the exception of the episode with Joe Schaeppi, CEO of Solsten, where we talked about the psychology of app user acquisition, we haven't touched emotions in app marketing. But we're going to change it now today by having Naksha and talking about driving app engagement with empathy. Today's Topics Include: Naksha''s background What is UserTesting What is empathy and how it is different from sympathy Connecting with brands - how it works and why it's important How to assess how well or bad your app connects with its users Customer Experience First approach Takeaways Android or iOS? Leaving her smartphone at home, what features would Naksha miss most? What features she would like to see added to her smartphone? Links and Resources: Naksha Ruiz (Ghirardelli) on LinkedIn UserTesting Business Of Apps - connecting the app industry Quotes from Naksha Ruiz: "Yeah, I think that's a very, very good point, especially now in the digital age that we were talking about how technology brings brands more closely. I guess that would be the best way to say it. I think,  at this point, consumers have endless options and it's very important to create genuine connection, to build a difference, to be a differentiator from all of the brand offerings. So ultimately, when we think about brands, brands sell, experience or sell, sell, sell you those feelings that then you can empathize with." "I think from a business perspective, sympathy is what you will have the whole time. You're trying to keep it in mind, and the empathy will be something that you will connect to every now and then." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Today, of all business models the subscription model is the one that rules the world of mobile apps. Long gone the times when you hear the word subscription in a conversation about mobile apps you could only think of apps for content streaming or online media. Today subscription apps are everywhere. On this episode, Léa will share with you best practices for subscription apps monetization. She will cover things like product-market fit, language-market fit, framing the prices, and more. Today's Topics Include: Léa's background Monetization benefits for subscription apps Product-market fit: what it is an how to achieve it Language-market fit Framing the prices Building trust How to prevent users churn for subscription apps Takeaways Android or iOS? Leaving her smartphone at home, what features would Léa miss most? What features she would like to see added to her smartphone? Links and Resources: Léa Samrani on LinkedIn Business Of Apps - connecting the app industry Quotes from Léa Samrani: "So, you know, it's not enough to have an amazing idea and an amazing product. You also need enough people that think this is a great idea and a great product. So you need enough of the market as well for it to work. So those are the three things that I think are very much like minimal at least that you really need to start getting some level of product market fit and start building traction. And then there's how you measure that, which is some decent activation and engagement metric, you know, around activation and maybe retention. And if your product have some sort of habituation into it, you can also look at things like stickiness." "In a way before subscription app, one of the best way to get new customer was a referral. It was the word of mouth. You trust a lot more when a brand or a product, when it's endorsed by someone you trust. The exact same principle applied to subscription app." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

We passed the Equinox a couple of weeks ago - the spring is here and, in kind of celebrating spirit, I want us to take a look back at 2023, a bird-view on the app industry via the one and only State of Mobile report from Data.ai. The app industry is on scale of millions of apps used by billions of people, apps permeate the entire world economy. By now, you just can't find an industry that hasn't been influenced by mobile. Competition is high, new technologies emerge and from time to time we all need to take a step back and take a holistic view on the industry to check out on the trends and understand how well we fit into this picture. Today's Topics Include: Lexi Sydow's background Big data points from the State of Mobile 2024 report How much time people spent in mobile apps in 2023 How much money people spent in mobile apps in 2023 Apps vs. games - where do people spend more time? Mobile advertising growth year over year AI & Mobile - the increasing popularity of ChatGPT4 The influence of Generative AI on top apps growth Top Apps & Games of 2023 Links and Resources: Lexi Sydow on LinkedIn The State of Mobile 2024 report Data.ai SensorTower Business Of Apps - connecting the app industry Quotes from Lexi Sydow: "We saw 257 billion app downloads in 2023 alone, which is a roughly flat year on year. And that's sort of what we'd expect to see given more maturity in the market. These are completely net new installs. And it equates to about almost  half a million downloads every minute is what that equates to you globally" "$171 billion being spent across iOS, Google Play and third party Android stores in China. So the top five markets are China at $52 billion being spent alone. That actually is down 10% year on year. Number two is the U S, up $45 billion, and that's up 6%. Japan at 18 billion is our number three kind of market on mobile, up a modest 1%. " "And in 2023, we saw $64 billion annually being spent in the non game sector, and that has grown roughly 6.5 X from 2016, where it was only $10.3 billion. So just a huge growth in like the last seven or eight years there. "  Host Business Of Apps – connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

It's 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving. Today, I have Inna to share her best practices for doing app marketing on TikTok. Sponsor This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today! Today's Topics Include: Inna's background What is Hily and how it is different from other dating apps Hily's framework to work with TikTok as an app marketing channel Work with Creators on TikTok to run influencer marketing campaigns and TikTok Ads Targeting on TikTok Ads Hily's approach to ad creatives for app marketing on TikTok Android or iOS? Leaving her smartphone at home, what features would Inna miss most? What features she would like to see added to her smartphone? Links and Resources: Inna Sumovska on LinkedIn Hily website Business Of Apps - connecting the app industry Quotes from Inna Sumovska: "So I would say, first of all, before I start to answer the question, you need to understand that there is still a difference between TikTok and other social media. Because Tiktok is not like a regular social media. You don't go to TikTok to check TikTok. You go to TikTok to have fun, to entertain, to educate yourself. So that's why TikTok, this is like the world leading entertainment platform for short videos. And this is all about the community. So that's why to be the part of this community is to collaborate with those guys, with the Creators." "From my point of view, there is still a difference when it comes to influencers and creators, because influencers they like influence and creators they create. So and this is actually a difference because when we began working with creators on TikTok, we wanted to adjust our experience of working with influencers on Instagram, and we were focusing on, for example, on those guys who have like some number of followers or something like this. But then we understood that TikTok it's like it's not really matter how many followers you have, since your content is entertaining. So that's why we were thinking maybe, like, the number of followers is not really important. Maybe we need to focus on those guys who can create something that our audience will pay their attention to." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

This week we have another bonus episode for you, this time it's the recording of our recent webinar with Colin Contreary, Head of Content at Embrace, app performance analytics platform. Right now we use and rely on so many apps in our daily life, we don't even register when you use all those apps - it's just how you connect with your family, do your banking, getting around in a city, shop for a variety of things and so on. When all those apps do work we are happy, when they crash they drive us nuts. Sponsor This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today! In this episode: ✅  Identifying pain points ✅  The battle against app crashes and ANRs (stands for Application Not Responding) ✅  Case studies Links and Resources: Colin Contreary on LinkedIn Embrace website The 2024 Mobile Developer Pain Points Report Business Of Apps - connecting the app industry Quotes from Colin Contreary: "And so once they were started using Embrace, when they got user complaints, they were able to immediately look up the full user experience and see what exactly the issue was." "They're able to put out a hotfix for deep linking issues and hotfixes if they surface new crash patterns, which understandably happen when you have such a surge in interest during that big event. And so the end result of being able to immediately dive into those user experiences is that they were able to maintain 99.99% crash free rating, which is already incredible outside of a big event like Black Friday." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren't in a position to cancel it, you need to adjust your workflow to move forward. So back in 2018, Apple released the SKAdNetwork and ever since it became a hot topic for endless discussions on conferences, chats on Reddit, as well as internal discussions in app marketing agencies, app development teams and so on. Today, we have Pablo to update you with what you need to know about SKAN 4.0 this year. Sponsor This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today! Today's Topics Include: Pablo's background What is Admiral Media What's new in the SKAN 4.0 update Common mistakes marketers made with SKAN 4.0 Admiral Media's approach to SKAN implementation The role of Generative AI at being more efficient with the SKAN 4.0 framework Pablo's wish list for the SKAN framework What Pablo would like to change about mobile tech the most Android or iOS? Leaving his smartphone at home, what features would Pablo miss most? What features he would like to see added to his smartphone? Links and Resources: Pablo Pérez González on LinkedIn Admiral Media website Business Of Apps - connecting the app industry Quotes from Pablo Pérez González: "I have seen so many people reducing is investment in terms of user acquisition budgeting or just pausing completely the use acquisition on iOS devices because they didn't know how SKAN worked, right? So that's definitely something I don't recommend. Because if you proved that those users were working for you before, meaning that they were converting into revenue, then why not still acquiring  iOS  users, right?" "I have been using Generative AI in a few ways. The easiest answer would be it's helpful for Conversion Volume Mapping, right? But my experience says it's not there or it's not at a level I would expect yet." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

We live the world of smart things - smart homes, smart cars (and I don't mean the Smart car brand from Mercedes, in general - fleets of electric vehicles from Tesla, Rivian, Polstar and so on that are full of high tech that makes them smart). The list wouldn't be complete if I wouldn't mention, right - smartphones and apps. Before late 2022 we thought we saw it all and than ChatGPT happened - boom! People who didn't follow AI research and development (meaning the majority of population) were shocked by what it was capable of doing and quite frankly they haven't seen what it can do for science and medicine yet, mostly the focus has been on generation of text for marketing, online publication and so on. In this episode, we have Günay to talk about AI potential for mobile advertising and app marketing. Today's Topics Include: Günay Aliyeva's background What is Gamelight Günay's thoughts about the state of AI and Generative AI in particular The role of AI in mobile advertising How does AI fit into mobile app marketing The cons and externalities of AI in mobile advertising and app marketing What Günay would like to change about mobile tech the most Android or iOS? Leaving her smartphone at home, what features would Günay miss most? What features she would like to see added to her smartphone? Links and Resources: Günay Aliyeva on LinkedIn Gamelight website Business Of Apps - connecting the app industry Quotes from Günay Aliyeva: "And it's going to get just easier for image and video makers to perform better and to get better results and put their focus on something more strategic and something where we actually do need human input. You don't need actually a human  to sit and click so many times to create them. So it's it's just much easier for UA managers to do their job and perform better if they have all of those tools in hand." "There's always a need for a human who will direct it in the right direction and know how to implement the outcomes or what kind of data needs to be input to get what kind of results." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

Science tells us that 80% of information we perceive every second we're awake is visual. We make sense of this world around us by processing lots and lots of images and some of those images are mobile ads. Now, there are ads you just want to go away and never come back, some make you smile and some actually give you an incentive to try a new app or grab a specific app you've been looking for. In this episode, we're going to talk to Jessica about how to pull this pretty tough feat - ramp up ad creatives production to boost your app growth. Today's Topics Include: Jessica Gotti's background What is Paired The significance of mobile ad creatives Paired's first step on a quest to wrap up ad creatives production Putting together a team to run ad creatives production in-house Framework to run ad creatives production on scale KPIs The impact of that ad creatives wrap up on the bottom line What Jessica would like to change about mobile tech the most Android or iOS? Leaving her smartphone at home, what features would Jessica miss most? What features she would like to see added to her smartphone? Links and Resources: Jessica Gotti on LinkedIn Paired website Business Of Apps - connecting the app industry Quotes from Jessica Gotti: "Being able to leverage the creatives correctly and at scale has become mandatory for successful marketing strategies. Especially in today's marketing landscape, where we have to face so many limitations and challenges, creatives can help mitigating them. Let's think about the limitation in targeting brought by new Data Privacy Regulations, ATT's policy. It's not us anymore actively targeting the audience we are after, but it's the creative that is finding the right audience for us, the one that resonates the best with our message." "Yeah, it's indeed fundamental having a clear creative exploration and testing framework to make everything work smoothly and facilitate collaboration among many stakeholders. So we came up with a seven step flow, which run on a weekly basis." "Success didn't come right away. Getting to the first winning concept took much exploration and testing, almost 3 months […]. The new team had to learn about Paired and understand our audience, we had to set up and refine our framework multiple times" Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024