Business of Apps Podcast

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

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

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

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

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

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

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

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

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

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

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

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

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

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

User experience. This term has become so widespread and significant for business because we all use so many products and services and if you think about it - your interaction with those products and services can make your day or ruin it. Our smartphones and mobile apps have become our life companions and chances are your first thought in a morning can be about your experience with a mobile game the previous evening or watching something cool on Netflix or chatting with ChatGPT-4 on the OpenAI app and going philosophical about something. And if those apps worked flawlessly you had a great user experience, if they were buggy - you know what it feels like. In this episode, Eric will tell about common technical issues apps have, the evolution of users’ expectations for app experiences over the years, unique challenges for mobile product and engineering teams, and more. Today’s Topics Include: Eric Futoran's background What is Embrace The most common app tech issues developers encounter The evolution of app users' expectations for app experiences over the years Unique challenges mobile product and engineering teams face App categories that have the biggest problems with app quality The impact of unresolved app performance issues on app marketing metrics What Eric would like to change about mobile tech the most Android or iOS? Leaving his smartphone at home, what features would Eric miss most? What features he would like to see added to his smartphone? Links and Resources: Eric Futoran on LinkedIn Embrace website Business Of Apps - connecting the app industry Quotes from Eric Futoran: "One of our customers actually got threatened recently. A voice-to-chat app, which has millions of users got threatened recently that their app would be pulled by Google because they were below or above the threshold that you would see in the Google Play console. We help with all those things, and then we help you prioritize." "And then they're throwing an alert which is really reactive. It's too late on mobile, your users are gone. And then because the release cycles, you're waiting a week, two weeks to a month. And then you're trying to get an approval cycle from Apple or Google, which is getting faster. That's not perfect. But you're still waiting. And like, even a week is too long for a lot of these issues, even the smaller ones that you seemingly don't think that are a big issue, but they can pile and so the pain is getting all these pieces to work together, but also getting your teams to talk a common language." Host Business Of Apps - connecting the app industry since 2012

As so many app developers and publishers would agree, growing an audience for an app is a challenge. Nothing is static - you find a new marketing channel that works and for a while and you feel like you can finally breath again freely but then it becomes crowded with your competitors or the app industry wide change happens like Apple’s introduction of ATT framework and… - back to the drawing board. But today Luisa will tell you a story of what it takes to scale a subscription app for kids and if you feel like it should be even more challenging, you are right - it is. Today’s Topics Include: Luisa Zuleta's background What Sago Mini and Toca Boca games are about Limitations in app marketing Luisa faced even before SKAD introduction Building relationships with partners to go through tough times Rethinking app audiences Reworking the marketing channel Defining LTV for an app What Luisa managed to achieve as the result Takeways What Luisa would like to change about mobile ad tech the most Android or iOS? Leaving her smartphone at home, what features would Luisa miss most? What features she would like to see added to his smartphone? Links and Resources: Luisa Zuleta on LinkedIn Sago Mini website Business Of Apps - connecting the app industry Quotes from Luisa Zuleta: "So when you're advertising and producing kids apps, you are you have to face two sets of regulations COPA for the US and GDPR for Europe. Those regulations affect not only marketing, but also the app development, publishing, what kind of data you can collect inside the apps, and also monetization strategies. " "So it's not like any traditional gaming app where you look at your user base and you know that the user that's most engaged is the one who did level one to three in the first 20 minutes, or bought this pack or that. It's not applicable. Sometimes you could have a parent of a four year old having a strict screen time of two times a week." Host Business Of Apps - connecting the app industry since 2012

There is this joke in Silicon Valley “US tech companies are great in software, Chinese ones are cool in hardware and EU make laws and regulations” Of course, there is always a kernel of truth in every joke and I would say that this one has a pretty big one. Big Tech has been in a free fly mode since the inception of Google. There have been very few regulations for which you don’t event need fingers on your both hands to count. But things change and right now regulations are coming. Today Michael will tell us about the EU’s Digital Markets Act - what it is and what are its implications for app developers and publishers. Today’s Topics Include: Michael Bilotta's background What is Worldline Digital Markets Act: definition and implications for app developers and publishers Third-party payment systems providers response The advantages of implementing third-party billing for mobile app developers and publishers Trialing alternative payment systems with customers in South Korea, implications for the US What Mike would like to change about the mobile teach the most Android or iOS? Leaving his smartphone at home, what features would Mike miss most? What features she would like to see added to his smartphone? Links and Resources: Michael Bilotta on LinkedIn Worldline website Business Of Apps - connecting the app industry Quotes from Michael Bilotta: "So the Digital Markets Act is multifaceted, and essentially what it's looking to do is regulate the way that big tech can operate in the EU really from the perspective of ensuring that there are not these monopolies that are created because of the fact that these big tech companies are so expensive. " "So when a payment goes through the traditional app store, it goes into kind of a black box that nobody is super familiar with, nor do we really understand exactly how that payment is being processed. But through a third party payment provider, we can do things like smart routing, where if a transaction fails initially, we can try and route it to another financial institution and see if we can get an acceptance. " Host Business Of Apps - connecting the app industry since 2012

Another week another bonus episode for you, this time it is the Boosting User Engagement and App Retention panel discussion from our App Promotion Summit Berlin that we hosted back on November 30 last year. Every app marketer would agree that App Retention is absolutely crucial for a mobile app project to become sustainable. To address a number of questions about app user engagement and retention we had: Ioana Iordache, Head of Retention at Blacklane Tobias Lüder, Head of CRM at Delivery Hero Isabelle Matuschka, Senior CRM Manager at Blinkist Niklas Henckell, Head of Community Development at Jodel Jon Genovard, CRM & Retention Manager at ShareTheMeal, United Nations World Food Programme. The focus of this panel was on: ✅ real life case studies for retaining app users ✅ measuring app user retention ✅ how of app users habits fit in their usage of apps regularly Host Business Of Apps - connecting the app industry since 2012

What are you watching these days? The Morning Show or Foundation on Apple TV+? Jack Ryan on Amazon Prime? Are you listening music on Apple Music or Spotify? In other words - we live in a streaming world. Initially it was cool to have Netflix for all your online movie watching time and now there are Netflix, Amazon Prime, Apple TV, Hulu, Peacock, Paramount Plus, Max (which you may still call HBO Max), Disney +. All these platforms charge you around $10 a month, but when you decide to go with a few of them at the same time, it adds up pretty quickly. People clearly need to decide what platforms to choose because they both don’t have enough money and don’t have time to watch all of it and so they have to choose. And this is just movies, there are streaming apps for gaming, fitness, podcasts, and more. In this episode we have Chris to help us out with your app growth strategy to survive these streaming wars. Today’s Topics Include: Chris Puga's background What is Creative Clicks Why content curation is important for streaming apps How to make a first impression good while app onboarding How to make your app users stick to the app Examples of successful app growth strategies Takeways Android or iOS? Leaving his smartphone at home, what features would Chris miss most? What features she would like to see added to his smartphone? Links and Resources: Chris Puga on LinkedIn Creative Clicks website Business Of Apps - connecting the app industry Quotes from Chris Puga: "From the brand's perspective, it's simple, like content creation is important because a seamless user experience is no longer a luxury or a nice to have, it's a necessity." "I think deep linking is a great way to make a good first impression. I think not inundating new users with a lengthy user flow. I think that's huge. That is an amazing way to make a good first impression." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

This week we have another bonus episode for you, this time it’s the App Growth Strategies for 2024 panel discussion from our App Promotion Summit Berlin that we hosted back on November 30, 2023. On the panel we had: Wendy Tai, Head of Performance Marketing at Wolt Ara Salbashian, Head Of Digital Marketing at FREENOW Alexander Beresford, Chief Growth Officer at Taxfix Rodolphe Helderwerdt, Head of Marketing at Tandem. App Growth is one of evergreen themes in app marketing, it was relevant and important five years ago, it was crucial last year and it continues to be on minds of app marketers this year. The focus of this panel was on: ✅ effective team management. ✅ what trends can be seen in the market ✅ suggestions for app growth 💯 Ladies and gentlemen, without any further ado - the App Growth Strategies for 2024 panel. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Happy 2024 everybody! It’s time of the year when we think about resolutions like keeping yourself fit and so fitness can be one of the things on your mind right now. How about keeping your fitness app fit? I bet just like with keeping yourself in shape you wouldn’t mind to learn from other folks’ experience, wouldn’t you? In this episode, I have Mansi to tell you about the lessons she’s learned growing and keeping the MyFitnessPal app in shape. Today’s Topics Include: Mansi Sharma's background What is MyFitnessPal app How to conduct a proper research The role of ad creative and targeting in running an app ad campaign A scaling of a mobile user acquisition campaign Assessing user acquisition budget spending Testing app marketing campaign hypotheses How do you compete effectively? Takeaways Android or iOS? Leaving his smartphone at home, what features would Mansi miss most? What features she would like to see added to his smartphone? Links and Resources: Mansi Sharma on LinkedIn MyFitnessPal app Business Of Apps - connecting the app industry Quotes from Mansi Sharma: " So, for example, if the category is not big enough, we need to come up with category expansion campaigns, which would be much more broad reaching and sort of educational in nature. However, if the category is okay and our budgets are still small and we need results in the short term, I'd focus on growing my market share by reaching out to people who are already in the category right and win them over to my side. " "So creative wins over targeting because what I found is that a good creative can break the targeting barriers. So for example, if you have designed a creative for a 25 year old male, if it is designed well, it can also work for a 45 year old male." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Like with many things in business, when it comes to app marketing people either rely on data to make decisions or listen to their gut feeling. We are strongly suggesting to do the former, we encourage you to do your best to keep it rational and follow the data, be a scientist in your field. In this episode, Steve will make the case for you showing what A/B testing reveals about app engagement, paywalls, and more. This episode is special to celebrate the beginning of 2024 - you can either listen it here or actually watch it on our YouTube channel. Today’s Topics Include: Steve P. Young background What is App Masters What does A/B testing reveal about app engagement? Is introducing a paywall on onboarding a great idea? Do discounts for app subscriptions work? The significance of customization Hard and soft paywalls The right number of plans for app subscriptions What A/B testing tells us about an efficient Call-To-Action What Steve would like to change about app industry Takeaways Links and Resources: Steve P. Young on LinkedIn App Masters website Video version of the episode on YouTube Business Of Apps - connecting the app industry Quotes from Steve P. Young: "Now I had Yeva from Headway, the product manager. And she said when you have a longer onboarding, we've actually seen our clients from their data that longer onboardings actually lead to higher conversions. Yes, there will be more drop offs, but the people actually make it all the way through will actually subscribe. And the people who drop out, they were never probably going to subscribe it anyways. " "I mean, frankly, in life, just think like a scientist, like everything is an experiment. We have a hypothesis, which may come from our gut, but we're going to test it out, and then we're going to let data decide." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Generative Pre-trained Transformer or better known to you as ChatGPT. This Generative AI, based on a large language model, was launched by OpenAI on November 30th last year. You might have heard about OpenAI’s very recent turmoil with its CEO, Sam Altman’s firing and re-hiring 5 days later. Of course such a twist with a company worth 80$ billion grabbed your attention. Speaking of money - how Generative AI can help you to boost your app’s monetization strategy? It’s a good question and we have Jenny to help us to figure it out. Today’s Topics Include: Jenny Kay Pollock background Jenny's take on the current state of Generative AI How app developers and brand can figure out if Generative AI is a good fit for their app How Generative AI can help with app monetization How to create effective prompts for Generative AI What Jenny would like to change about app marketing Takeaways Links and Resources: Jenny Kay Pollock on LinkedIn A free AI Prompt Engineering worksheet to help you save time and boost app revenue with AI support. Women and AI (WAAI) on LinkedIn www.womenandai.com - join a community focused on advancing the field of artificial intelligence by empowering and amplifying the voices of women in technology. Business Of Apps - connecting the app industry Quotes from Jenny Kay Pollock: "AI’s power to drive business growth is exciting! Organizations and individuals can partner with generative AI to create something better or faster!" "AI is not going to take your job. You’re just going to have to partner with it. Collaborate with the AI to supercharge your efforts." "The [AI] technology is moving fast and things like corporate governance and legislation can be slow to catch up. Your board should be talking about AI strategy and AI policies." "AI is a new frontier and with that comes a new opportunity for more diversity." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

App user acquisition is so important across mobile platforms, countries and languages - we all understand the challenge and significance of connecting your app with users. We also are pretty familiar, way more than we would like to, with the notion of a mobile app churn. This infamous situation when people, users of your app you spent so much energy to find, abandon the app. In this episode, we will be talking about how to prevent app subscriber churn in particular. When people leave your paid app it’s a problem but not as big as when they pay you a subscription fee and they stop using your app. Today’s Topics Include: Vahe Baghdasaryan background What is CoinStats today What is App Subscriber churn Unintentional users churn and how to mitigate it Intentional users churn and how to mitigate it App Analytics tools Vahe suggests Switching the tables: the case when Vahe was an app user who was persuaded to stick to the app Android or iOS? Leaving his smartphone at home, what features would Vahe miss most? What features he would like to see added to his smartphone? Links and Resources: Vahe Baghdasaryan on LinkedIn CoinStats company Vahe's coaching page Vahe's course Business Of Apps - connecting the app industry Quotes from Vahe Baghdasaryan: "Subscriber churn is inevitable, but implementing the right interventions can make it healthy." "Giving this your customers a grace period is always a good idea. Another very important thing here is incorporating life cycle marketing in terms of transactional communication with the users that you fail to charge. For example, if you fail to charge, send them an email notification that says your payment didn't go through. " "So the biggest takeaway from here is like if you're gonna ask them to update their billing information, there's something that is that has a lot of friction in it. And your strategy should be also how am I gonna like minimize the friction? " Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Ok, if you work in a brick-and-mortar mall you can see your customers in person daily and you even have a chance to know some of them better than others. If you own a mobile app, you stare at your laptop’s screen and you better have a good consumer intelligence platform in hand to have a clue about what people use your app, so you can serve them well. In this episode we have Paul to talk about his company’s “AppLife Report 2023 Vol. 2” report that talks about app users’ behavior. Today’s Topics Include: Paul Neto's background What is Measure Protocol today Bird-view on the AppLife Report 2023 Vol. 2 Generational differences in app preferences TikTok users' behavior Customers' journeys Priority engagement for mobile apps Top 5 trends What Paul would like to change about the ad tech today 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 Neto on LinkedIn Measure Protocol company AppLife Report 2023 Vol. 2 Business Of Apps - connecting the app industry Quotes from Paul Neto: " And I think we're just in the early stages and maybe underappreciate some of the changes that are being driven by TikTok. So, for example, the volume is immense. If you look at younger audiences, they're browsing about 5,400 videos a month. Older audience, it's around, 1,600 videos. That's a massive amount of content. Secondly, actual engagement with the app is, through the ceiling." "And so we look at what are some of the top apps that people use when they first pick up the phone. And we see often it's for communication for across for all the generations. So things like messaging, Snapchat or even Discord tend to be ranked relatively high, of the reason why you pick up this device. So it often ends up being communication or some kind of entertainment. And entertainment will be things like Instagram, TikTok and YouTube. All those tend to bubble to the top." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Unless you’re listening to me from Mars or some other planet, you know that today cybersecurity as important as the physical one, they both are intertwined and security breaches are being reported almost daily. It’s about personal data security on your phone and computer and security of big corporations and non-profit. In this episode, we invited Greg to talk about security in the app development process. Today’s Topics Include: Greg Ellis background What is Digital.ai today What is DevSecOps, benefits and challenges Practices and tools for DevSecOps How to improve app development teams' security performance How to handle security incidents What Greg would like to change about the Big Tech today Android or iOS? Leaving his smartphone at home, what features would Greg miss most? What features he would like to see added to his smartphone? Links and Resources: Greg Ellis on LinkedIn Digital.ai company Business Of Apps - connecting the app industry Quotes from Greg Ellis: "We've actually heard of some customers that inadvertently release a non protected application out in the wild. And so you really want to make sure that you've got those tools in place to catch that. But then once the applications themselves are deployed, it's just as important to ensure that those apps are monitored for active attacks and collecting thread analytics and then responding in real time via runtime application self protected and feeding those insights into the next. Devsecop cycle." "So that human aspect still needs to be in there. And Ai isn't going to necessarily be the end all and be all, but it's there really to augment the work that we're doing and try to reduce our workload. And that combination of Ai technologies and human intelligence really creates a more robust defense against security incidents and vulnerabilities in these mobile app environments." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

How was your shopping this year? How long is your Amazon 2023 Orders list by now? Of course it wasn’t only you and it wasn’t only about Amazon (even though you may justifiably have an impression that it’s always about Amazon :-) ) - well, the whole planet went shopping every second on multiple retail apps. To comprehend that scale we’ve invited Lexi to talk about one of the latest Data.ai reports “Strategies to master retail on mobile” Today’s Topics Include: Lexi Sydow background What is Data.ai today Strategies to master retail on mobile report overview Performance Score benchmark How much time people spent in retail apps in Q3, 2023 Number of downloads for shopping apps in Q3, 2023 Newcomers and surprises on the Top 10 Shopping Apps list Takeaways Links and Resources: Lexi Sydow on LinkedIn Data.ai company Strategies to master retail in mobile Business Of Apps - connecting the app industry Quotes from Lexi Sydow: " It (the Performance Score benchmark) basically gives you this sort of compass to see how you're performing in what sectors you might need to improve. So it's acquisition, engagement, sentiment and monetization of your app. And so you can dive deeper into each of these buckets and see where you might need to focus more on your strategy. And the beauty of this metric is that it is also driven by applied AI and it is a great sort of almost like a credit score for an app." "So seeing that many new downloads is really impressive because we do see a lot of e commerce players that are coming in now across the spectrum. " "Shein did something really interesting. Shein is obviously a fast fashion and its targeting tends to be more Millennial women. And they think their app very Instagramable in its presence. It kind of looks like a social app more than a shopping app at time. Even the images of clothes look like an influencer is curating it, not a corporation that's taking it in a room with models, you know, informal." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Now, of course - the reason number one why we all in business is to make money, so we can put food on our table, right? But every once in a while we’re pleasantly surprised when our efforts, our midnight oil burning moments, brainstorms and nail-biting get rewarded. When we either in-person or virtually awarded with a prize for what we’re trying to be the best in. So, today Josh will tell us about OneSignal’s The 2023 Customer Engagement Awards. Today’s Topics Include: Josh Hollander background What is OneSignal today What is The Custom Engagement Awards The evaluation process for the awards The winners Reasons nominees didn't win What Josh would like to change about the mobile industry Links and Resources: Josh Hollander on LinkedIn OneSignal company 2023 Customer Engagement Award Winners Business Of Apps - connecting the app industry Quotes from Josh Hollander: "For me, it was really about how do we identify people that are moving the needle" "Ninety plus percent of people who download your app are going to disappear in the first thirty days. How do we move that from ninety percent to eighty five percent?" "So there's three cardinal sins in customer engagement and with our platform specifically that I always try to coach people away from." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

This week we have another special episode for you, featuring our recent live event with Brach, InMobi and MobileGroove. There are only two months left in 2023 and the most dramatic mobile attribution shift is about to happen - when Apple’s Privacy Manifests and Google’s Android Privacy Sandbox will be coming to life in 2024. For many mobile advertisers it is still uncharted territory and so we've summoned up experts from the leading mobile marketing and attribution platforms to share a strategy to tackle this looming challenge. It was hosted by Peggy Anne Salze of MobileGroove and the guests were: Adam Landis, of Branch, Sergio Serra of InMobi DSP. Links and Resources: Adam Landis on LinkedIn Branch company Sergio Serra on Linkedin InMobi DSP company Peggy Anne Salz on Linkedin MobileGroove company Business Of Apps - connecting the app industry Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

October of 2023 is almost over, Halloween is just a week away, Thanksgiving and Black Friday are coming - in other words we are closing this year. So we decided to take a look at what mobile user acquisition and monetization techniques worked this year. Head of Biz Dev at PropellerAds, Renz is here to give us a tour. Listeners can use the promo code BOAPROP to get a $35 bonus* with $150 (or more) deposit for PropellerAds new clients. *not available for wire transfers Today’s Topics Include: Renz Gonzales''s background What is PropellerAds today 2023 Best-performing ad formats and channels UA campaign efficiency improvement Improving app monetization The role of Generative AI in UA and app monetization Takeaways Android or iOS? Leaving his smartphone at home, what features would Renz miss most? What features he would like to see added to his smartphone? Links and Resources: Renz Gonzales on LinkedIn Renz Gonzales email PropellerAds company Business Of Apps - connecting the app industry Quotes from Renz Gonzales: "Many advertisers utilized the power of social media and that definitely paved the way into different types of marketing, influencer marketing is really-really trending. I would say for 2023 in thus far - it's been TikTok, Instagram, Facebook - all of the social media have been used fully for their advantage." "With app monetization it really has to do with the balance of user experience. We don't really want to have a lot of ads bombarding the users with different types of ads units." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

This week we have a bonus episode for you. During this September’s App Promotion Summit San Francisco we had a great panel we want to share with you. It was hosted by Carolyn Bao of AppsFlyer and the guests were: Annie Wang, Senior User Acquisition Manager at Picsart, Nick Candler, Consultant and Advisor and Zamir Wassermiller, User Acquisition at TextNow. Links and Resources: Carolyn Bao on LinkedIn AppsFlyer company Nick Candler on Linkedin Annie Wang on Linkedin Picsart company Zamir Wassermiller on Linkedin Textnow company Business Of Apps - connecting the app industry Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

“May I have your attention please?” - how many times did you hear this ask? When you look at the screen of your smartphone, tablet or computer, nobody is asking for your attention, companies just fight for that precious 10-15 seconds of your attention when it comes to ads in Instagram Reels or like 43 minutes when it’s about an TV show episode on Netflix. I know you can’t answer me now but I’m going to ask this question anyway - do people pay attention to ads they see on the screen? So we invited Mark to answer this question and talk about winning attention of mobile audiences. Today’s Topics Include: Mark Slade's background What is Digital Turbine today The industry KPI measuring transition: viewability to attention Digital ads concessions The cooperative model on TV Mobile gaming as a mobile example of the cooperative model The takeaways Links and Resources: Mark Slide on LinkedIn Digital Turbine company Google may have misled dozens of advertisers and violated its own guidelines - report Business Of Apps - connecting the app industry Quotes from Mark Slade: “I think they do pay attention to advertising. I think they pay attention to advertising that's creative, emotive, uses sounds, uses storylines, tells stories. The best advertising has been proven by people like Orlando Wood and System One. It's the one that has all of those components built into the advertising network, and that's what gets people to remember the ads and you get all of that brand uplift.” “Viewability by the definition of IAB is fifty percent in view. So fifty percent on screen for two seconds. So this is kind of where the foundation of the problem starts.” “So it makes it even worse. And then the advertiser really makes the ultimate concession in digital video because they're having very little audio, very little completion and very little remote screen real estate. ” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Today people find use for Generative AI tech for so many things - entertainment, science, art and, of course, work. For the first time this tech can actually find applications for people's daily lives, it's easy to use, for the most part, it's free. Yet. Just like any new tech, of course there is a flip side - Generative AI tools like ChatGPT used by hundreds of millions do threat many jobs to go extinct. But today we want to talk about how Generative AI and AI in general can help to make life of a mobile marketer easier and we have Found Said, CEO of App Gardens to cover for us a few major components of mobile marketers' workflow that can be streamlined by AI. Today’s Topics Include: Fouad Saeidi's background What is App Guardians today Fouad's take on ChatGPT How AI can help with mobile ad campaign personalization The use of AI to analyze app installs and post-install events The role of AI in combating mobile ad fraud How AI can help to improve mobile ad campaign performance Can AI be instrumental in dealing with ad campaign reporting? Links and Resources: Fouad Saeidi on LinkedIn App Guardians company Business Of Apps - connecting the app industry Quotes from Fouad Saeidi: "Leverage AI for your future refined adjacent creation" "There will always be demand for insights and expertise; the right AI usage can just enhance our productivity" "UA Campaigns are all about validating the who/what/when with proven hypotheses, The right Ai usage can accelerate us." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Morning. You wake up, go to the gym (hopefully), take a shower and sit at your desk to continue to push the envelope of your app business. You maybe at the very beginning of your app project journey or not - regardless, the notion of monetization is on your mind. Am I using the right tools? Am I missing something? Do I see the accurate picture of what’s going on? In this episode, Alex is here to share monetization tool stack best practices. Today’s Topics Include: Alex Kudelka's background Glassfy brief intro Monetization tool stack definition How to build monetization tool stack What tools to include into the stack What mistakes are made when it comes to building the stack What Alex would like to change about tech sector the most Android or iOS? Alex’s first mobile phone Leaving his smartphone at home, what features would Alex miss most? What features he would like to see added to his smartphone? Links and Resources: Alex Kudelka on LinkedIn Glassfy company Business Of Apps - connecting the app industry Quotes from Alex Kudelka: “If you are in that first stage of looking to monetize, the very first decision you need to make is - I need a tool that that will to build app revenue. " “If you are a solo developer or if you are a new app within a larger company, essential question you should be asking yourself is this a core competence in our team? Is somebody in our team an app revenue expert?" "If it's not your core competence, chances are you aren't gonna build something as good as a tool that is specifically meant for that problem." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

We carry this small rectangular computer in our pocket or a purse. One moment we complain about how we would like to use it less and wonder how the world span before the smartphone, the next - we’re relieved that it is in hand, pun intended, to help us figure out so many things. We have a bunch of apps on it and sure thing - we see a bunch of ads in those apps or mobile websites. And you know what? Some of those ads don’t quite look like ads, these peculiar species are playable ads and today Greg will help us to understand them better. Today’s Topics Include: Greg Castro's background What is Mobvista today The landscape of digital ad formats What is playable ad format The role of Generative AI in creating playable ads Playable ads usage best practices, common mistakes What Greg would like to change about the programmatic tech sector the most Android or iOS? Greg’s first mobile phone Leaving his smartphone at home, what features would Greg miss most? What features he would like to see added to his smartphone? Links and Resources: Greg Castro on LinkedIn Mobvista company Business Of Apps - connecting the app industry Quotes from Greg Castro: “In the ever-evolving world of mobile in-app advertising understanding the role and effectiveness of various ad formats is really key. With banner ads, while they are one of the oldest formats their obtrusive nature still makes them suitable for certain campaigns." “Videos ads have become an ideal medium for storytelling and building engagement across various types of apps, both gaming and non-gaming." "Playable ads are perhaps the epitome of interactive advertising. They are especially prominent in the gaming industry. This try-before-you-buy model really offers potential users a taste of the actual product. " Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

App User Acquisition. Gosh, this topic has been covered so heavily precisely because only via acquiring new users for the app does it becomes possible to build a sustainable app business. Fine. So we’re talking about acquiring new users, and new people to use the app, right? But what happens when app marketers dive deep into their app marketing strategy, their investors’ expectations, and a ton of possible issues that may show up on the way to success? Right - they begin to think about people who will be using their app as numbers. To be honest, it’s hard to blame them for doing that, it’s how our brain works - when it comes to planning it should be a rational cold mind to analyze the data. It is not prone to think about users who will be using the app as people, they become numbers. But this is not to say that we shouldn’t resist this swap of notions and Joe will tell us today what exactly you should do. Today’s Topics Include: Joe Schaeppi's background What is Solsten The role of psychology in app user acquisition How to build an app user profile using psychology The Impact of psychology on ad creative creation How psychology can help with a mobile app user churn Takeaways What Joe would like to change about the programmatic tech sector the most Android or iOS? Joe’s first mobile phone Leaving his smartphone at home, what features would Joe miss most? What features he would like to see added to his smartphone? Links and Resources: Joe Schaeppi on LinkedIn Solsten company Business Of Apps - connecting the app industry Quotes from Joe Schaeppi: “One of the things we noticed that changed in the app industry after IDFA deprecation is we saw a big shift in our customer base. We saw pure UA folks getting replaced with agency people, people that came more from creative backgrounds." “I looked at the audience, I looked at the highest LTV group there and then I looked at their highest-scoring trades. A lot of times when we design the psychology we want to think of the things that really stand out of our audience. So in this case, the specific group was off-the-charts in altruism." "One day in the distant future marketing will be a gentle tap on the shoulder from a very good friend" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Okay, let’s start with the obvious - nothing is perfect. By the time you get to your 40s, hopefully, sooner, you realize that as much as you try to do your best there is always a margin for error. But that is not to say that you shouldn’t try. Speaking of something you should try harder - mobile ads. To me, it feels like nobody is even trying to make them good. How so? What are we doing about it? This is exactly what we’re going to tackle with Jimmy on this episode. Today’s Topics Include: Jimmy Marrow's background What is Moloco Why do we see SO MANY bad ads? Digital ads' recent history The story of ad click attribution What's up with Click Arms Race? What does Moloco have to offer to solve it? What app marketers can do about bad ads Android or iOS? Jimmy’s first mobile phone Leaving his smartphone at home, what features would Jimmy miss most? What features he would like to see added to his smartphone? Links and Resources: Jimmy Morrow on LinkedIn Moloco company Business Of Apps - connecting the app industry Quotes from Jimmy Morrow: “If you think about it, arguably it [digital advertising] is one of the most successful businesses for the past 30 years." “Back in the day, it was pretty simple - advertisers had a good sense of their ROI in marketing and it made digital advertising an extremely lucrative business." " From 2017, the pre-ATT era, to 2020 I would call it a kind of fat-thumb era, where is essentially like networks and other platforms started to introduce the idea - how can I get more credit in the ecosystem. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events