Welcome to the mobile user acquisition show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently. The mobile user acquisition podcast is presented by Shamanth Rao, mobile growth leader and the founder and CEO of the boutique growth consulting firm RocketShip HQ. Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app.
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The Mobile User Acquisition Show podcast is an exceptional resource for anyone looking to expand their knowledge and skills in the mobile growth industry. Hosted by Shamanth Rao, the show features top-notch guests with diverse backgrounds and approaches. The title of the podcast itself perfectly captures its purpose, with each episode delivering valuable insights and learnings on mobile user acquisition.
One of the best aspects of this podcast is the caliber of guests that are featured. They are true thought leaders in the mobile industry, providing valuable perspectives and experiences. Their diverse backgrounds ensure that listeners gain a well-rounded understanding of different approaches to mobile growth. Whether it's discussing user acquisition themes or strategies, the show dives deep into these topics, offering actionable advice that can be implemented in real-life scenarios.
The content of The Mobile User Acquisition Show is highly informative, tackling topics such as market size, revenue, margins, and other quantitative data points. However, one area for improvement would be to include more discussions on these quantitative aspects. Additionally, it would be great to hear more about future outlooks on attribution and emerging channels in the mobile industry.
Shamanth Rao impresses as a knowledgeable host who clearly understands his subject matter. He has a knack for asking just the right questions to draw out actionable tactics from his guests. His breakdown of vague concepts like engagement is particularly commendable. Whether you're already involved in growth marketing or simply interested in learning about paid Facebook ads, this show offers great value.
In conclusion, The Mobile User Acquisition Show is a must-listen podcast for anyone looking to up their skills in mobile growth and user acquisition. With its impressive lineup of thought leaders as guests and actionable advice provided in each episode, listeners are bound to gain invaluable insights from this show. While there is room for improvement regarding including more quantitative data points and future outlooks on emerging trends, overall, this podcast delivers exceptional content that should not be missed.
Our guest today is Bastian Bergmann, Co-founder and COO of Solsten. In this episode, he shares how psychology can revolutionize game marketing and creative advertising. Bastian discusses the power of understanding player motivations to craft ads that deeply resonate, driving better engagement and results. He explores real-world examples, like how a simple change in ad copy transformed performance for a Solitaire game, and highlights the role of AI in creating personalized experiences for players. I'm excited to share this deep dive into the intersection of psychology, AI, and marketing, and how these insights can reshape the way we approach creative strategy in the gaming industry.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/player-psychology-ad-creatives/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, John Gargiulo, founder of Airpost.ai, explores how AI is revolutionizing creative advertising. From transforming raw footage into high-quality, scalable ads to balancing human oversight with automation, John shares strategies for maintaining ad quality that rivals traditional production methods. We also dive into the future of AI-driven creative solutions and their potential to reshape performance marketing. Whether you're a marketer, creator, or tech enthusiast, this conversation offers valuable insights into the intersection of AI and advertising.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-creative-production/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, we dive into the elusive goal of achieving a 10% Day 365 retention rate in mobile apps. With so few apps reaching this milestone, I'll outline the three proven paths to boost long-term retention: harnessing daily habits, fostering social connections, and delivering deep content. Tune in to discover how these strategies can drive not only retention but also LTV and ROAS, helping your app stand out in a competitive market.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/3-paths-day-365-retention-10-percent/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, we explore the limitations of contextual targeting in mobile advertising. While matching ads with relevant content sounds promising, only past purchase behavior truly predicts conversions. I'll break down why self-attributing networks that leverage purchasing data perform better and how to prioritize these networks over context-based DSPs.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/contextual-targeting-why/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, we explore why early-stage founders should resist the temptation to diversify their ad spend across too many channels. While it may seem like a good strategy, spreading your budget thin can hinder growth. I'll walk you through the mechanics of ad algorithms, explaining why fewer channels can lead to better results. We'll dive into the importance of focusing on self-attributing networks and how driving more conversions in one or two places can accelerate learning and performance. Tune in to understand how optimizing your ad strategy early on sets the foundation for scaling successfully across multiple platforms.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/early-stage-diversify/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, we dive into the complexities of incrementality testing in digital marketing. While measuring incrementality is widely recommended, it's not a cure-all solution. I'll break down the four key challenges you need to be aware of, from isolating the impact of multiple sources to dealing with inconclusive results.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/incrementality-4-challenges/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, Anton Bernstein unpacks the strategies behind building thriving virtual communities and empowering creators on platforms like HighRise. Anton explains how user-generated content and immersive social experiences drive engagement and shares insights on monetizing through cosmetics and in-game purchases. He also breaks down the development of creator tools that allow users to build and monetize their own games and experiences. Additionally, Anton discusses the balance between early monetization and fostering long-term social connections. This conversation is packed with actionable insights for anyone interested in virtual worlds, creator economies, and platform growth.KEY HIGHLIGHTS
In this episode, Marcus Burke unpacks the strategies behind optimizing Meta ads for subscription apps. Marcus explains how creative types like UGC and static ads influence placements across Meta platforms and shares insights on scaling ad accounts through creative diversification. He also breaks down the importance of Web2App funnels for faster iterations and better performance while addressing how to avoid pitfalls in Meta's algorithm. This conversation is packed with actionable insights on scaling subscription apps.KEY HIGHLIGHTS
Join us on the Mobile User Acquisition Show's Mobile Spotlight segment as we welcome Rashad Häsänli, game lead at DieNo Games.In this episode, Rashad delves into the art of identifying underserved yet reachable audiences using tried-and-tested game mechanics. He describes how his team navigated the competitive landscape, experimented with merge mechanics, and found progress and success.KEY HIGHLIGHTS
In this episode, we welcome Mike Taylor, an AI and prompt engineering expert. Mike shares his insights on the five key principles of prompt engineering, illustrating how these strategies can optimize AI performance and transform your projects. From practical tips to real-world applications, discover how to make AI work smarter for you. Don't miss this deep dive into the future of AI and its potential to revolutionize the industry.KEY HIGHLIGHTS⚖️ Early AI prompting requires arranging words in specific ways to get desired results.⏱ Dividing labor among AI tasks helps avoid conflicting instructions and improves outcomes.
Today's episode is from a webinar we hosted with Alexei Chemenda from Poolday.ai. We talk about our playbooks—Alexei's and mine—and go deep into how we have turbocharged our respective creative production output using AI.KEY HIGHLIGHTS
Our guest today on the Mobile Spotlight segment of the Mobile User Acquisition Show is Jan van Lamoen, a Senior Producer at SOFTGAMES. In this episode, he discusses the pitfalls of taking core games to casual audiences.KEY HIGHLIGHTS
We're diving into one of the major announcements from WWDC 2024: Apple's introduction of Add Attribution Kit, or AAK, which is set to replace SKAN. We'll explore what this means for advertisers, the actual impact of these changes, and whether you need to make any adjustments to your current setup. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-attribution-kit-skan-guide/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In today's episode, I'm going to talk through some of the strategies we recommend and use on our team for competitive analysis and for generating ideas and inspiration from what's happening on the internet.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/creative-competitive-analysis/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In today's mini episode, I'm going to discuss three pitfalls that many advertisers fall into and three things they need to look out for while creating and testing AI-powered creatives.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-creative-pitfalls/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode we dive into the sometimes frustrating mechanics of how Meta allocates spend between ads in an ad set - and what we recommend doing about this.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/bayesian-bandits/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this podcast episode, I discuss a common issue in ad account management known as “asset stuffing.” This occurs when advertisers place all their ad creatives into a single ad set without distinguishing them by type or audience. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/asset-stuffing/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In today's episode, we talk about how Meta isn't a single monolithic channel - and how to unbundle its different placements.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-placement-unbundling/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode we talk about the similarities between hook rates and d1 retention - and share how hooks can be akin to ‘activation' for a video.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hooks-ugc-d1-retention/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
All the cool kids want to optimize their hook rates. Yes, hook rates matter - yet it's critical to be mindful of nuances in measuring hook rates, which I point out in this episode.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hook-rate-meta-facebook/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
Today's episode is a recording of a webinar on Gaming UA Strategies for a Gen-AI World 2024 and beyond featuring Niels Beenan, Strategic Partnerships Director at Singular, Sharath Kowligi, Marketing Manager at DieNo Games, Krystel Bittar, Product Manager at Sensor Tower, and Cameron Thom, Chief Business Development Officer at Adikteev.KEY HIGHLIGHTS
In this episode, we delve into the intricacies of Google UAC strategies on iOS post Apple's introduction of App Tracking Transparency (ATT). We love this episode as this is from an ex Googler who gives us the inside track into the dynamics at play within Google that shaped a lot of the changes that happened post ATT. Ashley Black describes details about Google's initial response to ATT, and talks about modeled conversions. We also uncover the challenges and limitations Google faces with iOS ad inventory, particularly the inability to prompt for ATT in browsers and the significant enhancements brought about by SKAN4, including web-to-app tracking. Tune in to gain a deeper understanding of how Google maneuvers through changes like those that happened with ATT on iOS - and, more importantly, how you can adapt to a post-ATT world on iOS with UAC.KEY HIGHLIGHTS
In this episode, Lisa breaks down why traditional, one-size-fits-all retention tactics just don't cut it - and talks about how Klarna tailors strategies to individual user needs through personalized communications and sophisticated A/B testing - at scale.KEY HIGHLIGHTS
Today's episode is from a private interview that I did for someone in the investment community who was curious about some of the dynamics driving Applovin's share price performance, which should hopefully help you understand and contextualize some of the dynamics that power them. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/applovin-q-and-a/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
We've seen THOUSANDS of UGC scripts: and oftentimes the fix for verbose scripts is simple. ✂️Take every adjective.
Our guest today is Alexei Chemenda, Founder and CEO at Poolday.ai, a platform that uses AI actors to generate videos for TikTok.In today's episode, we discuss the evolution and current trends of AI-based creators in video ads. Alexei shares insights from his experience, including the challenges and breakthroughs in producing emotionally resonant and highly effective AI-driven ad content. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-mobile-marketing-alexei-chemenda-pooldayai/KEY HIGHLIGHTS
In this episode, we explore and discuss AEM(Aggregated Event Measurement) from Meta, which has been a key solution to data delays and clarity on Meta lately.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-facebook-ads-aem/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous. Nataliia's previous episode with us has remained one of the most popular ones of all time on our show. In today's episode, she sheds light on the intricacies of user behavior across different app categories, the impact of retention profiles, and strategies for optimizing subscription models. Today's episode is part of the Retention Club, a series of episodes on retention and re-engagement that are co-produced along with Adikteev.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-club-nataliia-drozd/KEY HIGHLIGHTS
In this episode, we talk about the fine balance that creatives have to strike between appealing to algorithms and appealing to humans - and how getting this balance right is critical for the long-term health of a product.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/algorithms-humans/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
Dive into the world of app magic with Ekaterina Gamsriegler on the Mobile UA Show!
This episode is part of the “Retention Club”, our series of episodes on Retention & Reengagement, co-produced with the team at Adikteev. Our guest today is Sharath Kowligi, Marketing Manager at DieNo Games, whose knack for blending user acquisition, product innovation, and ad monetization has shaped the success of over 50 games. With a career spanning Tactile Games to Gamehouse, Sharath's journey is a masterclass in navigating the ever-evolving landscape of mobile app growth and monetization.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-monetization-sharath-kowligi/KEY HIGHLIGHTS:
In this episode, we explore the nuances of ROAS optimization, a key tactic that prioritizes high-value purchasers for targeted campaigns. However, its effectiveness varies, particularly in scenarios with minimal value gaps between high and low purchases, such as subscription-based models. We dissect how ROAS optimization functions, its ideal use cases, and its limitations, especially when the purchasing tiers are closely aligned, offering insights into the strategic deployment of advertising algorithms.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/roas-optimization/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
Our guest in today's episode is Matt Emery, Product Manager & Consultant at Turbine Games Consulting.Matt has extensive experience with over 750 A/B tests across gaming genres – and across retention, monetization, and game development. In this episode, he delves into the key takeaways from these tests and how to audit and improve mobile games.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/750-tests-matt-emery-turbine/ KEY HIGHLIGHTS
Sandra Schneider is the Senior Director of Apps Beyond Games at Unity. Sandra is responsible for ensuring that the company's Users Acquisition and monetization products are aligned with the needs of mobile app developers. In this episode she delves into the world of mobile games and their powerful growth loops that can be borrowed by all apps. Discover valuable insights for enhancing user acquisition and monetization strategies in your app. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/gaming-ua-sandra-schneider-unity/
Our guest today is Cantuğ Sugün, Marketing Team Lead at Codeway Studios.In this episode, Cantuğ takes us behind the scenes of the world's #1 subscription app publisher. He sheds light on the why behind their reliance on paid UA, the challenges posed by the post-ATT landscape, and their approach to testing and diversifying marketing channels. Additionally, he delves into the creative processes that drive their advertising strategies, especially in a situation where competitive analysis is not very helpful at their level of scale. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-app-ua-codeway/KEY HIGHLIGHTS
Today's episode is the recorded version of the first live episode of the Mobile User Acquisition Show that took place at the App Promotion Summit in 2023 at Berlin.We had a star-studded panel with Diane Germann, Lead Performance Marketing Manager at Blinkist, Ekaterina Gamsriegler, Head of Marketing and Growth at Mimo, Natalia Drozd, Marketing and UA Lead at Fabulous and Gaurav Bhattacharya, Performance Marketing Lead at ZenJob. In this episode we delve into the intricacies of mobile user acquisition post-ATT, sharing insights about combating creative fatigue, native ads, and the future of marketing with generative AI tools. Tune in to listen to this discussion on the Mobile User Acquisition Show's first-ever live session!Check out the show notes here:https://mobileuseracquisitionshow.com/episode/live-episode-post-att-creative/KEY HIGHLIGHTS
Today's guest is Martin Macmillan, Founder and CEO of Pollen VC. In today's episode, he talks about measuring the financial impact of UA spend. In mobile marketing, ROAS has long been the go-to metric. However, a recent encounter that Martin had at a gaming conference revealed a critical blind spot—time. Two studios, seemingly comparable in ROAS, had vastly different realities. In this episode, we take a closer look at the financial impact of UA activity - and the nuances around measuring this.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/measuring-returns-ua-spend-martin-macmillan-pollenvc/ KEY HIGHLIGHTS⛑️ The simplistic approach of ROAS neglects the crucial factor of time in assessing performance.
Our guest today is Yevhen Tarasenko, a mobile growth strategist with more than 10 years of experience. He currently works with Fabulous as the ASO and Market Intel Lead.In this episode Yevhen unveils the intricacies of measuring the impact of ASO, guiding us through understanding ASO, deciphering data structures, exploring tools, distinguishing organic from paid traffic, and building custom dashboards for effective strategies.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/aso-yevhen-tarasenko-fabulous/**KEY HIGHLIGHTS
Our guest today is Sami Biçer, Growth Manager at MagicLab. In this episode, we'll embark on a journey into the world of ad monetization, focusing specifically on the topic of latency. We dissect the intricacies that govern the time it takes for ads to load, unraveling the critical balance between user experience and revenue generation. **Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-monetization-sami-bicer-magiclab/**KEY HIGHLIGHTS
In this episode, we dissect the impact of Black Friday on the gaming industry. We dig into the data from Sensor Tower to explore and understand the impact of Black Friday on games. The revelation? Black Friday isn't about discovering new games; it's about existing players splurging on their favorites. As user acquisition costs soar, our advice to smaller developers is to ride out the storm, go easy on UA, and focus on maximizing revenue from current players. How? Transform routine live ops into something special, aligning with the festive spending spirit. More details in the episode.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ua-gaming-black-friday/KEY HIGHLIGHTS
Our guest in today's episode is Božo Janković, Head of Ad Monetization at GameBiz Consulting. Today, on the Mobile Spotlight segment of the Mobile User Acquisition Show, we'll dive into a pressing question: Is mediation optimization still a viable strategy for ad revenue? **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ad-monetization-bozo-jankovic/KEY HIGHLIGHTS
Our guest in today's episode is Amy Monier, former Director of Product Marketing at Zynga and founder at Appspand, an app marketing agency for mobile startups. In today's episode, she talks about how marketing and product teams can leverage and track user-generated referrals (UGRs) to drive new user acquisition. **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/user-generated-referrals-amy-monier/**KEY HIGHLIGHTS
Our guest today is Joakim Achrén, a gaming industry veteran with a remarkable journey. He's the Founder of Elite Game Developers and General Partner at F4 Fund. Earlier, Joakim co-founded Next Games, which was later acquired by Netflix.With a ton of experience as both an operator and investor in the gaming world, Joakim has unique insights to share. In this episode, we dive into the current landscape of the gaming industry, the challenges faced by gaming startups, Joakim's own journey - and the fascinating intersection of writing and investing.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/gaming-investing-joakim-achren/ **KEY HIGHLIGHTS
Is creative testing on Meta always a good idea? Not necessarily, especially for accounts grappling with specific financial constraints, even if your favorite agency/thought leader/Meta bro is shouting from the rooftops about irresistible hooks and aggressive creative testing. Dive into this episode as we dissect a compelling case study that highlights the often-overlooked complexities of introducing new creatives into campaigns. From algorithmic biases to budget limitations, we cover it all. Learn when it makes sense to innovate and when it's better to stick with what's already working. A must-listen for anyone navigating the intricate waters of Meta advertising.You can read more about our recommended philosophy and approaches to creative testing in our recent book: Definitive Guide to Creative Testing in a Post-ATT World.
This episode examines the potential of SDK Ad Networks for subscription apps. With the continuing challenges with SKAN's data obfuscation, it might be time to consider ad network platforms like IronSource, AppLovin, and Unity as part of your UA mix. In this episode, we share 4 reasons why we're seeing these work and perform for many apps in our portfolio.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/sdk-ad-network-subscription-ua/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
Today's episode is part of the Mobile Spotlight Series with Atishay Jain, Associate Director at Splashlearn as our guest.In this episode Atishay dives into the world of kids' apps and the unique challenges faced when planning growth strategies for them.For example - how do you plan growth for an app with 0 IDFAs?Atishay explains how they've learnt to work around SKAN and brings us some amazing insights through his work with kids' apps.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/kids-app-strategies-atishay-jain-splashlearn-2/**KEY HIGHLIGHTS
Today's episode is an extract from our recent book ‘How to Implement MMM to Measure Post-ATT iOS Performance: A Practical Guide.'We talk about 5 of the common mistakes marketers make - and ways to address them.If you'd like to dive into the practical implementation of MMMs(even if you have no coding experience), check out our book ‘How to Implement MMM to Measure Post-ATT iOS Performance: A Practical Guide.' **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/5-mmm-missteps-and-what-to-do-about-them/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
In this episode, we dive into a common pitfall we've seen many developers fall into lately. While many ad networks use probabilistic models for optimization, they turn to SKAN data when it comes to billing. This discrepancy might mean you're paying 30-40% more than anticipated or that your campaign's performance isn't as stellar as you believed. In this episode, I unpack the underlying mechanics of what is happening – and what we recommend doing instead.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ad-network-skan-billing/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog
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