Business of Apps Podcast

We all like it when things go smoothly and prefer it to stay that way but the Universe is messy so people’s experience with mobile apps and mobile games can be too. As much as app developers do their best to deliver the best experience to the users, they are just human beings, even if the code is perfect - which is extremely rarely the case if ever, there are maybe issues with how people interact with the app. The solution? A support system that will help you to resolve all those issues for your mobile game users. Today, Eric will tell us about the challenges of mobile game player support. Today’s Topics Include: Eric Vermillion's background What is Helpshift The challenges and requirements of mobile game support What it takes to provide support for non-mobile game platforms The role of Generative AI in a video game player support Can Generative AI impact programmatic ad campaigns' costs Generative AI impact on jobs in the programmatic ad sector AR and VR games player support What Eric would like to change about the programmatic tech sector the most Android or iOS? Eric’s first mobile phone 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 Vermillion on LinkedIn Helpshift company Business Of Apps - connecting the app industry Quotes from Eric Vermillion: “I find mobile games incredibly interesting because having a nice chunk of my career working in a broader cross-vertical support environment where I've done banks, insurance companies, some legacy brands and sort of have this preconceived notion of how the support is delivered - you put a bunch of people in the building and you call them, you send out physical mail and that sort of stuff. Gaming moves faster than that!" “For consoles, you aren't in the game, you aren't in the environment and so you have to depart and go engage and support in a different way." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

ChatGPT from OpenAI, Bard from Google, Llama from Meta, and a decent number of smaller players are firing on all cylinders to power the Generative AI revolution that took off late last year. Of course, for folks who had been watching the AI space, it was not a surprise but for the rest of us - it was. Generative AI based on Large Language Models is changing the business landscape. Today, we want to talk about its impact on mobile ad campaigns. Today’s Topics Include: Levi Matkins's background Levi's take on ChatGPT The impact of ChatGPT on mobile ad creatives production Generative AI impact on programmatic bidding The impact of Generative AI on mobile ad campaigns analytics Can Generative AI impact programmatic ad campaigns' costs Generative AI impact on jobs in the programmatic ad sector What Levi would like to change about the programmatic tech sector the most Links and Resources: Levi Matkins on LinkedIn LifeStreet company Business Of Apps - connecting the app industry Quotes from Levi Matkins: “As things stand today, I think it's in most cases it (Generative AI) is a very helpful tool for a design team to use both for ideation and production." “We've been using deep neural nets for quite a few years at this point." "This is an area (AI programmatic ad analytics) where we have done some investigations and thus far the insights we're able to see are not reliable enough today." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

One of the things that set mobile apps apart from desktop software is the scale. Since 2008, when the mobile app stores were launched, and on, scale has been a crucial ingredient for any iOS or Android app project success. For both Apple’s and Google’s app ecosystems to grow mobile apps had to be affordable for lots of people. But for app developers and brands to make app enterprises profitable, they had to acquire a large number of users. And there is more - in some cases when we talk about a free app from one of the most influential companies on the planet - Gmail app, we’re talking about roughly 1.8 billion users. This scale implies some unique challenges we’re going to be discussing with Rajesh today. Today’s Topics Include: Rajesh Janakiraman's background Definition of app onboarding Challenges of building an app for billions of users - development and management-wise Rajesh's Thoughts on Generative AI in Gmail Toughest projects in Rajesh's career What Rajesh would like to change about tech the most Android or iOS? Rajesh's first mobile phone Leaving his smartphone at home, what features would Rajesh miss most? What features v would like to see added to his smartphone? Links and Resources: Rajesh Janakiraman on LinkedIn Business Of Apps - connecting the app industry Quotes from Rajesh Janakiraman: “Having a product [Gmail] maintained that reputation for so long is a very difficult thing to do" “It's such a massive set of users that you see this whole spectrum of how they use the product." "Just from your device perspective, you see the latest $1,500 Samsung device running the latest version of Android with hundreds of Gb of storage, so it's not gonna matter how much space you take up of their phone, with multiple processors so it's gonna matter how efficient your app is, all the way to the $10 no-name smartphone." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Frictions. “The resistance that one surface or object encounters when moving over another” - this is the dictionary definition of what friction means in science. When you ask a mobile app developer “What do frictions mean to you?”, the answer is “any obstacle that prevents my app users from doing with the app what I expect them to”. This notion sounds great but as with everything in our life, moderation is the key and today, Chris will give you an example of that. Today’s Topics Include: Chris Riva's background Audiomack brief bio Definition of app onboarding Onboarding for the Audiomack app Bad friction versus good friction Takeaways What Chris would like to change about tech the most Android or iOS? Chris's first mobile phone Leaving his smartphone at home, what features would Chris miss most? What features Chris would like to see added to his smartphone? Links and Resources: Chris Dalla Riva on LinkedIn Audiomack app's website Business Of Apps - connecting the app industry Quotes from Chris Dalla Riva: “One thing we noticed is that this notion of what follower means on social media or on various music apps - it doesn't always mean you can reach your followers." “Our process is evolved pretty dramatically over the last four years. When I started the Audiomack the onboarding process was a novel onboarding process, the idea was to let the person in the app, start listening to the music, they're gonna stick, they gonna eventually create an account, start saving music." "We just look at each step of the onboarding to see where the people stumbling, are there ways that we can improve those pages." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

A long-long time ago, 16 years ago to be precise, there was the world before Mobile - the time when if you wanted to read the news, watch movies, pay your bills, plan your next trip and so on you had to sit down at your desktop computer or grab a laptop to open a browser window to go to a website. Then Steve Jobs stood on the stage at Macworld Expo in San Francisco to introduce the iPhone. The rest is history. These days, as a mobile marketer, you expect the bulk of traction for your business to take place on mobile. But that’s not entirely true - today Andrew will tell you how important are customers' journeys between web and mobile for user acquisition. Today’s Topics Include: Andrew Tsui's background Marketing channels Andrew used to run ad campaigns Applying web-to-app marketing to the K Health app Lessons learned What Andrew would like to change about the industry the most Android or iOS? Andrew's first mobile phone Leaving his smartphone at home, what features would Andrew miss most? What features Andrew would like to see added to his smartphone? Links and Resources: Andrew Tsui on LinkedIn Business Of Apps - connecting the app industry Quotes from Andrew Tsui: “I'd say that it (web-to-app marketing) has worked quite well in raising the awareness of K Health and driving strong new user growth." “It's a powerful technique that requires a few basic things - natural user entry points, delivering value on the web as well as in the app, prioritizing account creation and attribution tech, and obsessing over the analytics." "Hindsight is always 20/20, and I suppose the easy answer is I just wish we had done the aspects of what we've talked about way earlier." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

I don’t think anybody in the app industry would argue with the fact that growth is what occupies app marketers’ and developers’ minds all the time. From Monday to Friday and, unfortunately quite often, from Friday to Monday as well, people do mental gymnastics for how to make their app’s growth more efficient. But if you don’t measure it properly you can not improve it. What analytics reports are important to check regularly to measure your app’s growth? How do we do incrementality growth analysis? I invited Jeff to riddle these puzzling questions for you. Today’s Topics Include: Jeff Wang's background Cohort and funnel definition App analytics reports to focus on The most important report to work with App analytics reports to check less often Incrementality growth analysis The takeaways Android or iOS? Jeff's first mobile phone Leaving his smartphone at home, what features would Jeff miss most? What features Jeff would like to see added to his smartphone? Links and Resources: Jeff Wang on LinkedIn Hiatus website Business Of Apps - connecting the app industry Quotes from Jeff Wang: “I can spend all day looking at the reports, especially when you have a lean team. It's really important to get a sense of your business impact to guide workflows as well as the strategical direction." “One good tip I would give is to have a regular cadence for certain reports." "I think since we're a subscription product, looking at churn is really useful, seeing what a month-to-month looks like." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

In this episode, we’ll be discussing how ChatGPT can help you create more effective digital marketing campaigns. We’ll be exploring the latest advancements in language models and machine learning and how they can be used to generate persuasive marketing content tailored to your target audience. Our guest speakers will share their insights on how ChatGPT can help you improve your digital marketing efforts by creating more engaging content, improving your SEO, and increasing your ROI. So sit back, relax, and join us as we explore the exciting world of Digital Marketing with ChatGPT! Ok, if you ever heard my previous intros you would feel there is something off about this one. And you would be right - this intro was written by ChatGPT itself. I have no idea why it decided that I’ll be having not one but multiple guests on this episode and of course the topics run the whole gamut of what can be said about using ChatPGT in digital marketing but we only have like half an hour, not a week to discuss them all :-) Today’s Topics Include: Bryan Karas's background ChatGPT area of application in an app marketing Tools that have embedded ChatGPT Mistakes people do with ChatGPT in marketing Expectations from ChatGPT 5,6 and on What Bryan would like to change about digital marketing the most Android or iOS? Bryan's first mobile phone Leaving his smartphone at home, what features would Bryan miss most? What features Bryan would like to see added to his smartphone? Links and Resources: Bryan Karas on LinkedIn Playbook Media Business Of Apps - connecting the app industry Quotes from Bryan Karas: “ChatGPT, when I think about it, I think it can be used for idea generation, output copyrighting." “If you are thinking about translation service, as you are moving from one country to another, you could use ChatGPT" "One of the things that drive me the most crazy about marketers, is they look at everything from last-click attribution standpoint." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Think about it - whatever product or service you offer on a market your success always hinges on how well you know the people you sell your product to. There is just no other way around it - either you understand their needs and their problems so you can address them and succeed or - not a chance, forget about it. How do we conduct research for mobile app users? It’s a great question and today we have Rosie to help us to answer it. Today’s Topics Include: Rosie Hoggmascall's background Mobile user research objectives Finding participants to conduct a research Common challenges and mistakes What Rosie would like to change about digital marketing the most Android or iOS? Rosie's first mobile phone Leaving her smartphone at home, what features would Rosie miss most? What features Rosie would like to see added to his smartphone? Links and Resources: Rosie Hoggmascall on LinkedIn Business Of Apps - connecting the app industry Quotes from Rosie Hoggmascall: “It really depends on what you're trying to find out. With user research, there is a number of different methods you can use and they fit with a problem that you're solving" “It's really hard [to find participants for research], things are on the spectrum here. One end is cheap and free, and the other end is expensive. " "Not doing enough [of mobile user research], sometimes people just listen to like app reviews and support tickets. And if that is your user research, it's not enough" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

PR - what does this acronym mean to you? If you moving from one country to the other, it’s definitely about Permanent Residency, if you’re launching a product, in our today’s conversation, a mobile product, it is about Public Relations and making a splash to grab mobile users' attention. How big of a splash you can do with it? The size of a splash from the meteorite that killed off the dinosaurs in the Mexican Gulf 66 million years ago? Or barely noticeable? Today we have Jessica to share her experience of doing a PR campaign for her app So Syncd. Today’s Topics Include: Jessica Alderson's background What is So Syncd app PR marketing technique applicability to app categories How to identify the audience for an app Short and long-term strategies for pitching the press Pitch email template How to identify a PR campaign's success The general strategy to approach journalists Final tips What Jessica would like to change about digital marketing the most Android or iOS? Jessica's first mobile phone Leaving her smartphone at home, what features would Jessica miss most? What features Jessica would like to see added to his smartphone? Links and Resources: Jessica Alderson on LinkedIn Business Of Apps - connecting the app industry Quotes from Jessica Alderson: “I don't think that PR is applicable to all kinds of apps and I don't think it's applicable to even necessarily startups in the same vertical in different states." “I think a good lens to think of it [is your app newsworthy for PR or not] through is how does this impact other people?" "As you develop relationships then the journalists will start reaching out to you and you have a back-and-forth dialog" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Here is a question you may not expect - do you remember yourself when you were 15? And the tough one for all parents - do you remember your kids when they’re 15? Today we’ll be talking about the very special 15-year-old “kid” - the App Store from Apple. Time runs really fast, we all have passed wondering about the App Store as a unique mobile software ecosystem, we have other things to wonder about these days, like ChatGPT or the unstoppable growth of TikTok. Today to talk about the App Store through the years and its evolution we have Simon. Today’s Topics Include: Simon's background What is Adjust today? Recollections from the day the App Store was launched The point when the App Store felt big The iOS ecosystem evolution The App Store saturation point Indie app developers' chances for success today The Spatial Computing potential What Simon would like to change about digital marketing the most Android or iOS? Simon's first mobile phone Leaving his smartphone at home, what features would Simon miss most? What features Simon would like to see added to his smartphone? Links and Resources: Simon Dussart on LinkedIn Business Of Apps - connecting the app industry Quotes from Simon Dussart: “What's interesting is that apps for a computer had been around, you could install them via a CD-ROM, you could physically exchange them and I think the real thing that the App Store changed was that it centralized all of it into one spot." “On the mobile, you had to have the network to be developed to sustain developing apps. If you look at the streaming apps now, they all stream live data between your terminal, the mobile phone, and a server." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Remember your first day in the office at your first job? Now switch mentally to today, think about what your work on a project looks like now. What’s the difference? Why do you feel way more confident now? It’s your experience, the body of knowledge in your brain allows you to be sure about your next move and avoid anxiety. In today’s episode, I have Lisa to tell you about her 5-point approach to working on the project, she has distilled from her more than a decade of experience in digital marketing, to achieve more while spending less. Today’s Topics Include: Lisa's background in digital marketing Five-point approach to achieve more with less Point #1: Get familiar with failure Point #2: Just ask Point #3: Grow smart Point #4: Sweat the small stuff Point #5: Swot up What Lisa would like to change about digital marketing the most Android or iOS? Lisa's first mobile phone Leaving her smartphone at home, what features would Lisa miss most? What features Lisa would like to see added to her smartphone? Links and Resources: Lisa Pickett on LinkedIn Business Of Apps - connecting the app industry Quotes from Lisa Pickett: “You not gonna have all the answers, no one I know has a working crystal ball, we can't predict the future. The sooner can realize we not aren't going to get the answers, the sooner we can kind of get out of our own way." “Working in digital products and apps is actually really great because the feedback loop times are pretty quick if you compare it kind of traditional media. You can pretty say within a few days if what you've done is worked." "I' would just encourage you if you're starting out your career just to really invest in growing a really great network." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

There are roughly 5 million mobile apps between iOS and Android (roughly speaking - the population of Norway) and of course every single of those apps has its own purpose and they collectively help all of us work, study, improve our health, entertain ourselves, and more. But as you know only a handful, compared with the total number, are really popular and welcomed. In marketing there is such a notion as product-market fit, which indicates how well a certain product satisfies a market demand. What does it take to achieve a product-market fit for a mobile app? Today, I have Nathan to help us answer this question. Today’s Topics Include: Nathan's background in marketing What is Perceptycs Market-product fit definition SPOKE app growth KPIs Having a chance to redo the SPOKE app growth campaign, what Nathan would do differently Takeaways What Nathan would like to change about mobile marketing the most Android or iOS? Nathan's first mobile phone Leaving his smartphone at home, what features would Nathan miss most? What features Nathan would like to see added to his smartphone? Links and Resources: Nathan Hudson on LinkedIn Perceptycs SPOKE app Business Of Apps - connecting the app industry Quotes from Nathan Hudson: “On one hand, I begin to thinking increasingly you can't have product-market fit if you are a company or an app that does't generate revenue. " “On the flip side, if you think about apps like Instagram, Facebook, WhatsApp, TikTok, social media platforms, I doubt anyone would argue they don't have a product-market fit, they certainly do." "So essentially a lot of people want growth but if you haven't got really strong foundation to build from then it's hard to grow anything." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Six months ago, ChatGPT sounded like yet another high-tech gibberish for people who were in the know, today well more than 100 million people around the world use this cutting-edge Generative AI tool for everything under the sun. Well, social media is obviously a part of that “under the sun” and on this episode I have Jason to talk about its implications for social media, how people use it, influencers, and what brands need to do about it. Today’s Topics Include: How ChatGPT changes the Landscape of social media platforms What's ChatPGT's impact on brands' social media strategy How ChatGPT impacts influencers and creators' businesses What Jason would like to change in the digital marketing space the most Android or iOS? Jason's first mobile phone Leaving his smartphone at home, what features would Jason miss most? What features Jason would like to see added to his smartphone? Links and Resources: Jason Mitchell on LinkedIn Movement Strategy Business Of Apps - connecting the app industry Quotes from Jason Mitchell: “One of the things that is core to what we believe in is the idea of helping companies to really establish an online persona. Who are you on social that is interesting, that it's gonna give people a reason to want to follow you." “We are starting to see and we will continue to see an explosion of content because the content is so easy to produce. It's not any content, it's pretty good content, one of the reasons ChatGPT blew up in the way it did is because it's pretty good and the same thing is with image generators, they're just getting better and better. We're gonna see this explosion of pretty good content coming to all social media platforms and that is going to be boring." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Are you on TikTok? Who isn’t on TikTok? Although it’s popular with younger audiences, it is possible to attract multiple generations with TikTok’s advertising platform. The story of early adoption by teenagers of YouTube, Instagram and Snapchat repeats itself with TikTok. Ask anybody on the street “Who is using TikTok?” and they would reply “Of course teens!”. The thing is – it is not necessary truth, in fact the platform has not being solely used by Gen Z. Today’s guest is Andre Kempe, founder of Admiral Media, which now offers app brands the ability to launch TikTok ad campaigns to drive app installs. Andre covers multiple topics, giving a holistic view on video advertising for mobile apps today. Today’s Topics Include: ✔️ App Advertising: Make TikTok video ads; image ads are not recommended/relevant ✔️ Career Changes: Dynamic advertising, creatives, quality, and mobile developed quickly ✔️ Attention Span: Short videos and willingness to consume creatives dominate advertising ✔️ Ages/Audiences: Which channel has massive reach, more likes, and less competition? ✔️ Real-life Testimonials: Creators and viewers gain/give attention and generate followers ✔️ Brand Advertising: Super-effective reach and frequency ads are possible Links and Resources: Admiral Media Andre Kempe on LinkedIn Andre Kempe on Twitter Tweets/Quotes by Andre Kempe: “I grew up in a world with no mobile phones. I come from eastern Germany. We didn’t even have bananas.” “TikTok is dominating, at the moment, because the creators found a channel that was just massive in reach, and there was just literally not a lot of competition at the very beginning.” “You reach an audience that is not over-advertised yet, and you have quite exclusive access to this audience on a different day at a much cheaper price level. It’s absolutely worth the effort.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Do you take your smartphone for granted? Even though you’ve had it for years and use it every day? What personal and private data is collected about you and the apps you use? For the last couple years the importance of an internet user privacy, as well as collecting and using mobile users personal data has grown significantly. The mobile industry has come a long way from the time when these matters were perceived as purely the roam of academic discussions to growing adoption and legislations in Europe and US. Today’s guest is Alex Ritchie, Product Manager of Privacy and Data at AdColony. Alex describes how, what, and why companies collect and use privacy and personal data in mobile. Today’s Topics Include: ✔️ AdColony: Intermediary that facilitates buying and delivery of in-app ad inventory ✔️ Solution Architecture: Design and manage mechanisms for privacy compliance ✔️ Industry vs. Legalese: Not a lawyer, but translator and planner of privacy needs ✔️ GDPR, CCPA, and COPPA: Privacy-related rules and regulations to enforce compliance ✔️ AdColony collects some personal data, such as pseudonymous IDs, to share with SDK ✔️ AdColony’s End-User Privacy Policies: Above and beyond what’s legally required ✔️ Digital Privacy: #1 most important issue in mobile advertising industry now, next 5 years ✔️ Progressive Privacy: What will Apple and Google do to respond to regulation changes? ✔️ App Publishers: Proper data collection is knowing what’s being collected and processed ✔️ Privacy Rules/Sentiments: Be privacy proactive, minimalist, and conservatism Links and Resources: Alex Ritchie on LinkedIn AdColony General Data Protection Regulation (GDPR) California Consumer Privacy Act (CCPA) Children’s Online Privacy Protection Act (COPPA) Business Of Apps – connecting the app industry Tweets/Quotes by Alex Ritchie: “I really got to…discover my passion for privacy in helping measurement marketing providers design and kind of manage the mechanisms for privacy compliance.” “There’s no better time than right now to be working in privacy.” “Digital privacy is the number one most important issue in the mobile advertising industry today.” “The mobile industry is being presented an amazing opportunity to be better at being transparent.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

To make an app business sustainable, app marketers need to have a robust strategy to secure their apps growth. When app growth slows down, should marketers try advertising on a new channel? If yes, what channel? TikTok, of course. Today TikTok app marketing is one of the hot topics that you can see in agenda of so many mobile marketing online summits, webinars, and workshops. App marketing professionals consider TikTok marketing to be one of the most effective types of app marketing. Today’s guest is Tiffany Ou, General Manager (Americas) at Nativex, which allows marketers to generate strong and sustainable growth through universal access to digital channels. Today’s Topics Include: ✔️ U.S. vs. China: Similarities and differences in social media landscape, mobile ad market ✔️ 5 Major U.S. Players: Facebook, Google, Instagram, Snap, and TikTok ✔️ China Market: Immediate and dynamic platform with new players and apps every day ✔️ What to Watch: Popular/relevant content; no need to search TikTok for what you want ✔️ Age Groups: Not only under 18 are using TikTok; much more older audience adapting ✔️ TikTok: Monetization goal to create effective app ad campaign/platform is less advanced ✔️ Influencers/creators become brand advocates, if they believe in your products/services ✔️ App Advice: China is hot market with user base/money, but unique mobile ecosystem ✔️ ISBN Requirements: Don’t be a copycat or use obscene language for game approval Links and Resources: Tiffany Ou on LinkedIn Nativex Nativex Expands Media Buying Solution with TikTok Partnership Tweets/Quotes by Tiffany Ou: “Social network user in China is about 800 million, it’s much larger than the U.S. Also, 98% of Chinese people are using their phone to access the Internet.” “In China, there’s so many new players coming out almost every day. The Chinese social landscape is so much more dynamic that there are so many rising stars.” TikTok: No PC required; 100% mobile. “TikTok is a social app or a platform that can help any brand to build their awareness globally very, very quickly. The engagement is very high.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Today the very next goal on every app marketer’s agenda, after acquiring app users, – to retain them. According to multiple sources, the app industry 90 days retention rate varies from 32% to 4% percent, meaning, within three month period, at least every third app user stops using the app. In this episode, we talk with Marco about how to retain app users using geo-localized ads. Today’s Topics Include: 💡 What are hyper-localized ad campaigns? 🇬🇧 A smart strategy to localize paid and non-paid ads 💪 Retention Rate: Rely on data and customized communication through the customer journey 💰Ad Spend: Budget for beta testing to create efficient, elastic, and incremental campaigns 💡Ad Creatives: Effective campaigns rely on workarounds, channels, and feedback 🤝 Media Buying: Streamline the process by screening partners/networks and creating backlog Links and Resources: Marco Scabioli on LinkedIn FlixBus Business Of Apps – connecting the app industry Quotes by Marco Scabioli: “Our aim is, actually, change the way most people travel.” “I know how important it is for a solid marketing department to be interconnected to share knowledge and best practices that can be useful across different channels.” “Hyper-localized ads are a solution that we came up with to match the right products with the right people.” “Learn how different campaigns react to different spending budgets.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

When you are looking for a new car to buy, chances are you may check how long it takes for your future ride to accelerate from 0 to 60 miles per hour (for non-American listeners I mean 100 km/hour). Obviously you, as an app marketer, don’t accelerate apps in space, you accelerate their growth in time. Today, I have Yoann to tell you a story of what it took for him and his team to acquire 300k users for their fintech app Nude during the first year on the market. Today’s Topics Include: Digital marketing starting point - places to discover the app How word of mouth took off for the app Nude paid advertising strategy How does the newsletter marketing channel work for the app? What Yoann would like to change in mobile marketing the most Android or iOS? Laricea's first mobile phone Leaving his smartphone at home, what features would Yoann miss most? What features Yoann would like to see added to his smartphone? Links and Resources: Yoann Pavy on LinkedIn Nude Business Of Apps - connecting the app industry Quotes from Yoann Pavy: “We wanted to be really transparent with our customers - no jargon, very easy-going voice, we are not hiding the fig leaves." “We came on the market differentiated with a single goal which made our job in marketing with my team a lot easier." "We got focused really early on how could we accelerate its virality and word of mouth through our product." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

This episode is different, recently we hosted a webinar featuring Perform[cb] team talking about how to scale user acquisition in 2023 and we’re releasing a recording of this conversation with Matthew and Lee. It was a lively discussion that covered a lot of ground, including: Competitive optimizations for efficient ad spend Maximizing reach through top traffic channels Campaign strategies to test ahead of Q4 Three user acquisition success stories with top marketers, including FanDuel Links and Resources: Matthew Lord on LinkedIn Lee Aho on LinkedIn Perform[cb] 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 A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

The retail market, and fashion in particular, has been going through some dramatic changes. The impact of COVID-19 on fashion brands was huge - people were forced to start using mobile apps to buy their new outfits sitting at home and it triggered a lot of changes in how fashion retailers do their business. On the other hand, we see the rising fashion brands like Chinese SHEIN, which has an impact on the fashion industry kind of like TikTok has on the mobile ad landscape. Long story short - the competition is fierce and managing to grow your fashion brand on mobile is not an easy feat and today Laricea will share with us her story of what it takes. Today’s Topics Include: The current mobile retail landscape Native versus paid user acquisition - how it works for Dorothy Perkins mobile app What app marketing channels work the best for the DP brand What new channels to try What Laricea would like to change in mobile marketing the most Android or iOS? Laricea's first mobile phone Leaving her smartphone at home, what features would Laricea miss most? What features Laricea would like to see added to her smartphone? Links and Resources: Laricea Roman-Halliday on LinkedIn Laricea's book on Blurb (Paperback) - 100% of sales go towards planting trees with Forest Without Frontiers. Laricea's book on Amazon UK (electronic) Dorothy Perkins Business Of Apps - connecting the app industry Quotes from Laricea Roman-Halliday: “It's been very challenging, because of the competition and also how people consume fast fashion and how they view the industry as well." “Consumers have become more and more conscious of where things are made, how are they made, fair practices, environmental issues" "I'm a big believer in continuing spending on brand despite all these trouble times" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation. No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco. Today’s Topics Include: What is first-party data First-party vs. Third-party data efficiency Ben's take on ChatGPT's impact on the mobile ad industry What Ben would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Ben miss most? What features Ben would like to see added to his smartphone? Links and Resources: Ben Jeger on LinkedIn Moloco Business Of Apps - connecting the app industry Quotes from Ben Jeger: “The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple." “I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

ChatGPT. By now this AI tool’s name is so familiar to you, it took only a few months for the OpenAI breakthrough Artificial Intelligence tool to touch so many business and non-business related areas. Articles, TV interviews, podcasts, never ending Twitter exchange of thoughts, hopes and fears for this brand new tech. But how can we apply ChatGPT to the App Store Optimization? To answer this question, I’ve reached Thomas from App Radar App Store Optimization company. Today’s Topics Include: What Thomas think about ChatGPT How to apply ChatGPT to ASO What are ChatGPT's limitations ASO-wise ChatGPT's downside What Thomas would like to change about mobile app marketing Links and Resources: Thomas Kriebernegg on LinkedIn App Radar Business Of Apps - connecting the app industry Quotes from Thomas Kriebernegg: “I have to say that over the course of the last years I think I have been experiencing some of the trends that were happening within the roam of online marketing, new tech. For example, I was there when Google Ads was first launched in Austria." “I think it's just the adoption rate, it's on the different level [as opposed to the launch of the Internet back in mid 90s], how many people are getting into this topic [ChatGPT], how fast they can get into the topic." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren’t sure what letters in this acronym should and shouldn’t be capitalized, let alone what impact this ad network API from Apple will have on the app industry. Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more. Today’s Topics Include: What is SKAdNetwork SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier Multiple Postbacks Postbacks Delays and Locking Conversion Web-to-app support Conversion Value Decrease How well this recent update addressed advertisers' dreams and hopes What Eran would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Eran miss most? What features Eran would like to see added to his smartphone? Links and Resources: Eran Friedman on LinkedIn Singular Business Of Apps - connecting the app industry Quotes from Eran Friedman: “The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork" “There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA." “I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft] that may be launched soon." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

If you are an app marketer, one of the ways you can slice the app marketing pie is to cut it into paid and free parts. Of course, when you think about the free part, App Store Optimization comes to mind. To be fair, it’s not entirely free but the idea is that you don’t pay for all app installs you get with ASO techniques. When you mind wonders about the paid part, chances are paid ads with Apple’s Search Ads will pop up in your mind. Now, the question is - can both ASO and ASA work together? Perhaps you, like me, saw this question being raised online before but I do want to hear what Emre has to say about it. Today’s Topics Include: What is Apple Search Ads platform What is App Store Optimization The App Store keyword ranking algorithm How Apple Search Ads help ASO How to increase a mobile app rankings using ASA How ASO can be beneficial for Apple Search Ads campaigns Custom Product Pages Android or iOS? Emre's first mobile phone Leaving her smartphone at home, what features would Emre miss most? What features Emre would like to see added to his smartphone? Links and Resources: Emre Bilgic on LinkedIn MobileAction Business Of Apps - connecting the app industry Quotes from Emre Bilgic: “There are three major factors that effecting keyword rankings very strongly - the ranking that a particular keyword may have, the Conversion Rate, daily downloads number the app has for that keyword. " “I'm really expecting a lot of things that come out from Apple in the upcoming years that probably are going to have the industry, hopefully in a more positive way." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

For more than a century scientists have been trying to pin down what sets us humans apart from the rest of the animal kingdom. The most prominent feature that seems to be doing the job is collecting, sharing, and storing information. You, as an app marketer, are always on the quest for new information, namely - to learn from your peers how to handle various parts of the app marketing equation. So today I have Natalie from Fabulous app to share with you the user acquisition strategies that help her at work. Today’s Topics Include: The marketing funnel definition What Natalie considers essential for the app user acquisition journey The strategy to deal with KPIs efficiently What to do when something stops working in your app marketing campaign How to scale up app user acquisition Natalie's take on ad creatives The rule of thumb for UA channels Key takeaways What Natalie would like to change about mobile app marketing Android or iOS? Natalie's first mobile phone Leaving her smartphone at home, what features would Natalie miss most? What features Natalie would like to see added to her smartphone? Links and Resources: Natalie Drozd on LinkedIn Fabulous Business Of Apps - connecting the app industry Quotes from Natalie Drozd: “The marketing funnel - there are many ways how to describe it but I prefer to refer to the funnel as the process of the person understanding of the certain need and up to using your product and becoming a loyal customer." “The important thing (about KPIs) is it should be realistic." “(the important thing about ad creatives to highlight) Know your users, know your customers - this is how you can understand their needs. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Generative AI ChatGPT and leveraging the power of AI for app analytics. Following this new trend, app marketers don’t want to be left behind and actively explore what this new flavor of artificial intelligence and automation has to offer. But this is not to say that Influencer marketing has stopped working, that influencers have lost their power of persuasion. Absolutely not. We are still human beings who trust other humans and those opinions we value. What’s on the horizon for Influencer marketing this year? I’m glad you’ve asked - today we have Lucia to talk about 2023 Influencer Marketing Trends. Today’s Topics Include: Creators economy trends Influencer marketing campaigns' efficiency Influencer Marketing CPM in 2023 App user's privacy impact on influencer marketing App attribution for influencer marketing Influencer marketing partnerships Customer Acquisition Cost What's coming for TikTok this year Video vs. display and search formats Things Lucia would like to change about the mobile marketing space Links and Resources: Lucia Aguilar's LinkedIn TATAM.digital website Business Of Apps - connecting the app industry Quotes from Lucia Aguilar: "There are a lot of companies right now, with this harsh economy, going towards CPA type of payment to the influencers. So they are paying based on actions that they want influencers to perform.” “I think we're seeing that along with inflation that we see worldwide, we're going to see the inflation also reflected on the fees that influencers charge." “People will continue not to click on the ad :-), but we estimate that almost 50% of the people that actually click on the ad redeem the code, even if the code comes with the discount." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions. I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance. Today’s Topics Include: A quick explainer for reverse engineering, metadata, and semantic meaning The fundamental dynamics of an app store What is Atlas and how it was built The Atlas testing What does Atlas allow app marketers to do? Is Atlas useful for App Search Ads too? What's next for the Atlas? Things Simon would like to change about the app industry Links and Resources: Simon Thillay’s LinkedIn Apptweak website AppTweak Unveils Atlas, the First App Store Semantic Engine Business Of Apps - connecting the app industry Quotes from Simon Thillay: "Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.” “The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used." “What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it. It doesn’t matter what country’s app economy we’re talking about or app category - a robust App Engagement strategy is what brands desperately need to beat their competition, to stay afloat, especially in such economically challenging times as right now. In this episode, we will save you some money on a biz trip by having with us Esther to tell you about how to boost app engagement with product-led growth principles. Today’s Topics Include: The Growth Loops concept Esther's approach to measuring KPIs What is a vanity metric and what to do about it The North Star metric concept Types of app engagement Key takeaways What Esther would like to change about app analytics Android or iOS? Esther's first mobile phone Leaving his smartphone at home, what features would Esther miss most? What features Esther would like to see added to her smartphone? Links and Resources: Esther Trapadoux on LinkedIn Amplitude The North Star Playbook Business Of Apps - connecting the app industry Quotes from Esther Trapadoux: “But a lot of times, like for mobile app companies, that one session isn't enough time to get to monetization, you need multiple ones." “You don't really look at the quality of that traffic, how long you're able to retain that person, like what actually drove them there, what kind of promo you're running that actually paid off like 3 or 6 or 9 months down the line until you get into an important monetization moment." “Just get started, don't search for perfect... the faster you do the faster you start thinking about what are the inputs that move the needle." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs? Trying AppTweak too. In today’s episode, we welcome back Josh to talk about consumer-driven app development. Today’s Topics Include: The impact of the economy on mobile apps The role of marketing in the current situation with mobile apps Enterprise app development challenges and how marketing can help with it App industry 2023 predictions Things Josh would like to change about the app industry Links and Resources: Josh Wetzel on LinkedIn OneSignal Business Of Apps - connecting the app industry Quotes from Josh Wetzel: "OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.” “I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general." “I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more. But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year. Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself. Today’s Topics Include: The app industry in 2022 vs. 2021 - a brief look Time spent on mobile in 2022 Top mobile markets Downloads, Consumer Spent, and Time-wise Money spent on mobile ads in 2022 Top 3 app categories Downloads, Consumer Spent, and Time-wise Money spent on mobile games and apps in 2022 Growing app categories in 2022 The last year Gen Z app preferences What people searched on the app stores Links and Resources: Lexi Sydow on LinkedIn Data.ai State of Mobile 2023 report Business Of Apps - connecting the app industry Quotes from Lexi Sydow: "We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.” “On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device." “Within the download space we saw a lot of more utilitarian, sort of tools and anti-virus apps, productivity tools, VPN and downloaders." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

One of the biggest causes of our fears and worries is uncertainty. Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?” App attribution is important like never before, I know it may sound like a cliche but it’s true. In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to. Today’s Topics Include: The state of mobile marketing today The most popular app user journeys today What's new for the cross promotion What's new for the organic user acquisition Connected TV mobile attribution What Mateusz would like to change about the app industry Android or iOS? Mateusz's first mobile phone Leaving his smartphone at home, what features would Mateusz miss most? What features Mateusz would like to see added to his smartphone? Links and Resources: Mateusz Bochenczak on LinkedIn AppsFlyer Business Of Apps - connecting the app industry Quotes from Mateusz Bochenczak: “A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of user journeys like, for example, web-to-app - trying to get the users into the mobile app." “We see a big surge of things like Influnecer marketing, referrals, user intives..." “Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. " Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that. But on the other hand - there is a free part of the Internet. But what do we mean it’s free? How do you monetize a free mobile app? There is a number of business models to do that but how do you decide on what model to apply to your free app? In this episode, Andriy will tell about how to create the best monetization strategy for your free apps. Today’s Topics Include: The landscape of app business models Building an effective app monetization strategy mindset Popular free apps monetization strategy examples Free app monetization strategy - iOS vs. Android Mobile games and non-games - which ones it's easier to monetize What Andriy would like to change about the app industry Android or iOS? Andriy's first mobile phone Leaving his smartphone at home, what features would Andriy miss most? What features Andriy would like to see added to his smartphone? Links and Resources: Andriy Sambir on LinkedIn LinkUp Studio Business Of Apps - connecting the app industry Quotes from Andriy Sambir: “However, in a case when we look at the application development from an owner standpoint of view and somebody who wants to make money on that, you actually have 9 different ways of getting money out of your app." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign. Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own campaign, I want to give you an example of how it should be done so you can avoid costly mistakes. Today’s Topics Include: What social media platforms does Marion suggest to run ad campaigns for mobile apps? Strategies for social media platforms that are efficient for app marketing today Social media marketing campaign testing strategies Strategies to mitigate issues that may arise with social media campaigns What Influencers are capable to deliver for a mobile app ad campaign Takeaways A single thing Marion would really like to change about Influencer marketing Android or iOS? Marion's first mobile phone Leaving her smartphone at home, what features would Marion miss most? What features Marion would like to see added to her smartphone? Links and Resources: Marion Balinoff on LinkedIn Marion Balinoff Consulting Business Of Apps - connecting the app industry Quotes from Marion Balinoff: “It starts with understanding the audience that we want to target like with any other acquisition channel. We need to understand where the audience is." “In TikTok you can place the link that it's going to be only in the bio of the influencer, hence you aren't going to get a lot of trackable traffic. On YouTube, on the contrary, you have the link that is directly in the video description, it's right below the content and it's going to be much more accessible " “...that means you need to increase the Conversion Rate. To do so you can have, for example, gift code links that will grant your audience some free goodies.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

We’ve just passed the holiday season, perhaps some people are still under the impression from the gifts that they got this Christmas. Hence my question - how do you decide what to buy? Of course, your mental journey of making a decision probably starts with “what does she or her like?”, “what does she or he need?” - totally fair. But how do you decide what brand to buy from? Can’t say definitely about you but for many people, the decisive factor is an influencer she or he trusts. Yes, you’ve guessed it - today we have Jennifer on the show to talk about Influencer marketing. Today’s Topics Include: What is Influencer marketing What influencer marketing techniques were effective in 2022 and what weren't Examples of recent influencer marketing campaigns for mobile apps What to expect this year A single thing Jennifer would really like to change about Influencer marketing Android or iOS? Jen's first mobile phone Leaving her smartphone at home, what features would Jen miss most? What features Jen would like to see added to her smartphone? Links and Resources: Jennifer Sudo on LinkedIn M&C Saatchi Performance Business Of Apps - connecting the app industry Quotes from Jennifer Sudo: “Don't just partner with influencers who you think is your target audience, try to deviate outside of that pool" “The genius of the platform [Tiktok] is that there is two different feeds. One of them is for people you actually follow, and the other is For You page." “Will probably gonna see more advertisers using them [influencers] as the force for creative production. Not just using influencers but content creators at large to create assets.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

This is the first episode we record in 2023, so Happy New Year everybody! It was another turbulent one, to put it mildly, and so let’s talk about something light - like games. Specifically mobile games. To be very specific - gaming apps marketing. People turn to games during holidays as one of the best ways to give their minds a bit of a break and in fact, this is what they tend to do when they commute, sit in an airport and wait for their flight, and on and on. But given the time constraints and the typical mindset people have in those situations, it’s usually about casual gaming. In a contract, today we want to talk with Kate about marketing for hardcore and mid-core gaming apps, which time-wise have different flavors. Today’s Topics Include: Kate spent the last decade between a global media agency, online audio & video media, mobile advertising, and top app re-engagement platform Hardcore and mid-core mobile games definition Audience segmentation Monetization strategy Hardcore and mid-core KPIs to focus on Takeaways Android or iOS? iOS Kate's first mobile phone Leaving her smartphone at home, what features would Kate miss most? What features Kate would like to see added to her smartphone? Links and Resources: Kate Lovejoy on LinkedIn Adikteev Business Of Apps - connecting the app industry Quotes from Kate Lovejoy: “Retargeting can help throughout the funnel but really what you want to focus on, primarily and first off, is on targeting your payers.” “Absolutely and what's who we recommend to go after. The first strategy I was describing is about creating whales - getting more users to exhibit whale behavior." “I think what's really most important, when you start out with re-targeting is your foundation. So, who you are targeting, and how you're going to measure the results.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Apple launched subscriptions on the app store back in February 2011. Today, when you think about what apps are powered by this business model, it’s obvious that it’s way more than paying to stream media content on a monthly basis. It’s about gaming, fitness & health, photography, education, and much more. The reason why Apple introduced this model was to give app developers a new way to generate revenue. Its introduction took place right after Apple launched The Daily app for News Corp and they saw an opportunity for all app developers on the platform to make money in this new way. Btw, the idea with The Daily app didn’t go very well but App Subscriptions stayed and thrive today. It made absolute sense to give developers an alternative to solely being focused on acquiring more and more users for the apps to power their business. So now they could financially support their app business on a monthly basis with existing customers and be more financially secure to grow their apps’ user base. Today, we’re talking with Jeff about how to sustain your app subscription business, by improving your app subscription funnels. Today’s Topics Include: Jeff's path is from being one of the first 500 beta testers for iOS 2 back in the day to running Purchasely - a no-code paywall builder for in-app subscription maximization App Subscription Funnel definition Introduction of the app's users to a paywall Trials in mobile apps App users' retention One thing Jeff would like to change about app marketing Android or iOS? iOS Jeff's first mobile phone was Alcatel What features would Jeff miss most? The Weather app rain notifications What’s missing from mobile app technology? Even better, a more flexible iOS Focus mode feature Links and Resources: Jeff Grang on LinkedIn Purchasely Business Of Apps - connecting the app industry Quotes from Jeff Grang: “I really like to say that subscription starts even before the paywall, it's when you're on the app's page on the app store.” “It's very important that from the first paywall that you will be showing to your customers to raise their awareness on your business model and to explain your value." “You can also choose to toggle on and off that trial period or offer trial only in some cases so that you create that fear of missing out.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

In every technology, and mobile is not exception, there are transitional moments when a new tech comes in that drastically change the game. For mobile Augmented Reality is that technology and by now it is way more than Pokemon GO - admit when you’ve heard the term, it was what popped up in your mind. Today AR is about education, shopping, navigation and more. To me the best application for Augmented Reality so far is what Google Translate AR does - when you can just point your phone somewhere on a subway station in China and quickly figure out where you should go or why the train is not on schedule. But today Doddz will tell us about the AR potential for digital advertising and app marketing in particular. Today’s Topics Include: Dodds's path - an artist becomes a top Augmented Reality visual designer What is actually Augmented Reality How does the cutting edge of AR in digital advertising look like How does Augmented Reality work for a mobile app marketing AR vs VR and Meta What Doddz would like to change in AR today? Android or iOS? iOS all the way Doddz’s first mobile phone was a Samsung D500 What features would Dodds's miss most? Notes-taking apps – can’t live without it. What’s missing from mobile app technology? Better battery life and creating AR experience with iPhone's camera on-the-go Links and Resources: Doddz on LinkedIn Dodds's website Business Of Apps - connecting the app industry Quotes from Doddz: “AR is the ability to add a digital layer on what is a physical environment in real time” “One of the stats digital marketing agencies love is the dwell time. For social media an average time on digital content these days isless than a second. The average time on Meta effect of Facebook and Instagram is 75 seconds. " “I think there are need to be a point where the experiences [AR experiences], the use cases for wearing headsets are better than whatever we're doing at the moment." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Something tells me that among people who listen to this show there are some who do remember how a dial-up modem should sound like when you’re connecting to the Internet. These people witnessed the fight for dominance between the Internet Explorer browser from Microsoft and the one from the Mozilla Foundation. Now, I’m not sure people are that familiar with terminology like Web 1.0, Web 2.0, Web 3.0, let alone with Web3 Ads. But today we have Andre to introduce us to web3 advertising. Today’s Topics Include: the current state of the in-app advertising what is web 3.0 what is web3 advertising what's coming for web3 ads What bugs Andre about the app industry Links and Resources: Andre Kempe on LinkedIn Admiral Media Business Of Apps - connecting the app industry Quotes from Andre Kempe: “On the mobile phone our behavior very often changes, we do the same things (as on a desktop), emails - what not but we start using games, we start using social media, we surf on Twitter to check what Elon does lately.” “Web 1.o was when big media companies were showing us something, web 2. 0 enabled us basically starting to create content, become part of the Internet, start blogging, becoming an influencer, Web 3 is an enhancement of that - it enables creators to start monetizing and control licensing." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Back in the day, when app developers made money selling copies of their apps, a growth strategy was important, then in-purchases came along and the necessity to retain app users, by having a solid strategy, became even more important. Today, when app subscriptions are the name of the game, it is absolutely crucial to have a robust app growth strategy to build a profitable app business. Chances are you listening to this episode as you’re on your Uber ride and so who else not a former member of Uber’s marketing team should be on this episode to talk about a profitable growth strategy for subscription apps, so we’ve got Alex. Today’s Topics Include: The landscape of challenges app marketers face today 7-step strategy to build a profitable growth subscription strategy for apps #1 - External Validation #2 - Internal Validation #3 - Conceptual Packaging #4 - Monetization Goals #5 - Pricing Structure & Simulation #6 - Experimentation & Roll out #7 - Feedback Loops What bugs Alex about the app industry Android or iOS? iOS Alex's first mobile phone was an iPhone What features would Alex miss most? Communication apps Links and Resources: Alex Guerra on LinkedIn baz Superapp Business Of Apps - connecting the app industry Quotes from Alex Guerra: “The first step is about external validation, external assessment. These basically imply making sure that your customers are perceiving your value proposition in a way that makes you identify these key success factors and which are relevant for them.” “The second step is Internal Analysis and this normally works the best for companies that already have a subscription plan or any sort of pricing model that they want to revisit." “I think there is a need to be more focused on monetization.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

I remember a few years ago there was an app industry-wide research conducted with tens of thousands of app developers to reveal what it was like for them to be a part of the mobile app ecosystem. One of the findings was that there was only a very small number of them for whom developing apps was a hobby. The bulk of people went into mobile app development to make a living. How to grow my app user base? How to increase my app revenue? How to increase it sustainably? What to do about that huge app users churn that I have? All these nagging questions cross-app developers’ mind day in, and day out. In this episode, Jenny will tell you about how to conduct user research to help you to build the right app monetization strategy. Today’s Topics Include: App developers' mindset to generate more app installs Getting feedback from people to build your app's feature set Processing collected data How to get creative to make the most of the collected data How to build a roadmap for the app's development Android or iOS? iOS on her beloved iPhone 13 mini white Jenny's first mobile phone was Droid X 2 What features would Jenny miss most? Google Maps What’s missing from mobile app technology? Further development of smartphone usage control features Links and Resources: Jenny Kay Pollock on LinkedIn Together Labs Business Of Apps - connecting the app industry Quotes from Jenny Kay Pollock: “You've built something out there, you've worked value proposition number one and you think "hey, this is what the users want. As you're talking to the users, as you're getting users' feedback, you see app reviews that, it really makes sense to iterate on what you're offering.” “If you're trying to figure out if people are aware of the feature you offer, don't start by asking questions about that. You're going want to be very mindful of the order of the survey." “What you need to do is to work with your internal teams to get their support. So I recommend to starting with maybe three people who will be excited about the feature you're suggesting.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Every industry has these moments - everybody is chugging along, no drastic changes are on the horizon, and then all of a sudden boom - rules of the game are changed significantly. For the app industry that change was the introduction of the SKAdNetwork by Apple a couple of years ago. For some that was the moment of shock and terror, for some folks who kind of saw it was coming, it was just the moment when it became reality. Today Alex will tell us about SKAdNetwork 4.0 from Apple, Privacy Sandbox from Google, and what subscription app owners should do about it. Today’s Topics Include: The state of the app industry app user privacy wise SKAdNetwork. 1.0 - 4.0 history recap SKAdNetwork 4.0 special features Google's Privacy Sandbox for Android Privacy Sandbox highlights What's coming for both SKAdNetwork and Privacy Sandbox One thing that gets Alex the most Android or iOS? Both Alex's first mobile phone was a small flip-phone What features would Alex miss most? Notes-taking apps - can't live without it. What’s missing from mobile app technology? More features to make a smartphone a utility device Links and Resources: Alex Bauer on LinkedIn Branch Business Of Apps - connecting the app industry Quotes from Alex Bauer: “We need strong user privacy protection laws - this is not in a debate by anyone.” “It's really difficult to balance those two extreme objectives [privacy and targeted ads] and the act of trying to find the balance I think is good to drive a lot of innovation.” “I think it solves a few of the key ones that were so significant that they were really blocking even basic implementation of an ad monetization.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

On this podcast, we had app marketers, developers, advertisers, and experts in various areas of the app industry. All these people shared their expertise, gave their take on challenging questions, and shared their dreams and hopes for the industry. Today, I want to give you a perspective from somebody who is, in my opinion, in the best position to give us a bird-view of the app industry and talk about where are and where we’re going. Eric will cover multiple bases, giving us the highlights from the Consumer Subscription Software report, issued by GP Bullhound investment bank recently. Today’s Topics Include: The current state of the app market The most dynamic and promising app categories of today Obstacles and roadblocks for the app industry today How Eric assesses the app's potential, what KPIs are considered One-time customers vs loyal ones, tourists vs locals App Subscription Renewal rates New app user acquisition channels What app owners need to prepare to sell their apps or fundraise Android or iOS? iOS Eric's first mobile phone was a Cingular Wireless Touchphone What features would Jennie miss most? WhatsApp and iMessage What’s missing from mobile app technology? Software, hardware, or magic that allow people to isolate themselves from their phones for several hours a day. Links and Resources: Eric Crowley on LinkedIn BP Bullhound Consumer Subscription Software 2022 - The Evolution of CSS Business Of Apps - connecting the app industry Quotes from Eric Crowley: “There are great prices being paid for great companies at any time, even if there is a recession. If it's a great business someone will pay the price.” “The biggest thing is App Tracking Transparency (ATT) rolled out. There is no way to put it differently - it was a huge hit to the space.” “TikTok - it's easy to get a lot of views, it's really hard to get retention and engagement.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Imagine you have your bakery shop. I’m sorry if you’re listening to this episode before your lunch but it will help me to make the point :-) Anyway, you see people coming through the door every day and some of their faces are familiar to you - they’ve become your recurrent customers. Now, as much as you like to see familiar faces and possibly become pals with these people, it’s not the end of the story. Your recurrent customers make your business financially stable and predictable. Now, switching to mobile apps, each day you’re selling your “donuts” in hundreds and, given how much you’re investing in attracting new users, you really need to have recurrent customers. Acquiring a new app user can be five times as expensive as retaining an existing one. And in this episode, we have Jennie to tell us about app retention. Today’s Topics Include: 30-day app user retention definition the average Retention rate for iOS and Android how brands can increase the Retention rate Android or iOS? iOS on iPhone 13 Pro Jennie's first mobile phone was a car phone with an external antenna attached to the car What features would Jennie miss most? Express pay on transit What’s missing from mobile app technology? Better Bluetooth connectivity between the iPhone and headphones Links and Resources: Jennie Lewis on LinkedIn Airship Business Of Apps - connecting the app industry Quotes from Jennie Lewis: “Only 8% are coming back to the app after a 30-day of download, which is a huge cliff.” “The year average for a customer in North America [Cost Per User] is $5.28” “The data shows that the worst cliff is within the first two days.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

On one hand, you know how deep mobile has penetrated our lives, how universal it is, so you realize the potential of your app project. On the other, the same reasoning drives so many competitors and you know how hard it is to win people’s attention and grow your app business. So, today Dr. Gonzalo and Peter will tell you about services and tools that can help app marketers to grow their app businesses more efficiently. Today’s Topics Include: How having more touchpoints help developers to monetize, grow, and drive business results What services should app developers take advantage of to improve their offering and reach even wider audiences. What tools and solutions are available to help them on this quest? What exciting and promising are coming up on a mobile tech frontier? Links and Resources: Dr. Jaime Gonzalo on LinkedIn Peter Gauden on LinkedIn HUAWEI Business Of Apps - connecting the app industry Quotes from Dr. Jaime Gonzalo: “The DNA of HUAWEI has three dimensions - the customer's centricity, the collaboration and technological innovation.” “The smartphone industry has topped out, it topped out 6 years ago, which means there is no growth in the mobile app user base. But in a meantime, there are 6 thousand apps released every day, this means that even if a normal user would have maybe 100 apps on their phone, there are 3 million apps out there. It creates a bottleneck.” “Innovations are clearly at the core of the HUAWEI's system.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

You know, quite often in marketing a strategy that was proven to be really effective in one area, finds its second application with the other. Usually, it happens when you take a holistic approach and all of sudden you can see that your calculation of why certain ad creatives or targeting work with one audience, should absolutely work with others. From the inception of both Apple’s App Store and Google Play market, the app market is being divided between games and non-games. Analytics have been busy comparing revenues both sectors generate, number of downloads each gets, retention, and more. In this episode, we want to show you how ad tech that has been powering mobile games’ growth in fact capable to do the same for non-games. Today’s Topics Include: For the last decade Andrey's career span across multiple companies, including Acquired.IO, which he launched in 2017, Adjust, where he served as COO, President and Chairman and now AppLovin, where he is VP of Demand Mobile game categories that have been enjoying the growth the most What ad tech that are proven to be really effective for mobile games can be applied to non-gaming apps advertisting Non-gaming app market trends What the future holds for non-games app promotion Links and Resources: Andrey Kazakov on LinkedIn AppLovin Business Of Apps - connecting the app industry Quotes from Andrey Kazakov: “Gaming definitely paved the way” “The full stack matters how you think about the data, analytics, creative, and the flow to creative ideation that is efficient and to produce it at scale and data science that powers your LTV thinking.” “Folks who approach their UA with a proper strategy and planning, and do it with the right partner, succeed.” “While the environment is challenging, there are certain players that are actually approaching their user acquisition in a more aggressive fashion and growing.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

When you are a mobile app marketer, holidays mean a bit more than just the days to spend more time with friends and family and have a chance to escape thoughts about work. In fact, I’m sorry to say, but for the thoughts, it’s the opposite - every app marketer, and marketer in general for that matter, knows that the holidays are the time when you can get more traction for your app, more traffic, and more sales. In this episode, we have Jason give us hints and tricks for Black Friday and Cyber Monday we’re all moving in time and will get there on November 25th and 28th respectively. Today’s Topics Include: Jason's path in tech is from a data software engineer to VP of Sales in MoEngage - the leading insights-led engagement platform What are seasonal promotions What app marketers and brands need to know about app marketing on Black Friday How Cyber Monday can fit into your app marketing strategy Good examples of successful ad campaigns on Black Friday and Cyber Monday Mistakes made by brands on these two holidays Takeaways Links and Resources: Jason Smith on LinkedIn MoEngage Business Of Apps - connecting the app industry Quotes from Jason Smith: “You need to be sensitive to many cultures, many religions, and also different types of customers. It's not one size fits all.” “Building a plan can never be too soon. So it's also building a channel strategy, as well as a communication strategy.” “Don't push to somebody who just bought it a month before for price.” “I think what many people like to do is rewarding most loyal customers.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

You’ve seen these great videos from Apple they tend to start with the WWDC event every summer, right? Both indie app developers and big app powerhouses get a chance to share a bit of their experience of building an app business. Do you know what’s in common for such a broad spectrum of app developers? In one word - growth. The scale can be very different but the necessity to grow their user base is always there. It’s 2022 - pandemic, recession, wars, iOS 14.5, a huge competition, how do you grow your mobile app in this environment? Ad creatives are one of the answers, it may sound trivial to you but that’s only when your ads do work when they do generate sales and revenue. When they don’t - I bet you don’t think it’s trivial that a good ad can bring you sales. In this episode, we’ve got Dan to tell us about the role of quality ad creatives in mobile app growth. Today’s Topics Include: Born in Tel-Aviv, graduated as a graphic designer, and joined ironSource pretty much from day one to grow to its Chief Graphic Designer What is in today's app marketer's toolbox What makes an ad creative, pun intended, to click with people What makes a mobile app's UI cool for Dan Android or iOS? iOS on iPhone X What features would Dan miss most? Easy - WhatsApp :-) What’s missing from mobile app technology? More advances for AR and VR Links and Resources: Dan Greenberg on LinkedIn ironSource Business Of Apps - connecting the app industry Quotes from Dan Greenberg: “4 years ago when apps and games were doing user acquisition, most of the creatives would imply investing a lot of money to create a kickass like the trailer but that would be just one creative. ” “In the end, creative, and you can say for some extent marketing, is something that we are always trying to quantify and turn into something that is machine-lead. ” “There are a lot of ads that take it to 11, meaning everything is exaggerated. If it's a game, for example, it would be something that looks epic and could be way more than the actual game.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Think about it, from the time you wake up in the morning to the moment you fall asleep at night you use tools. Please, don’t picture necessarily a hammer or a screwdriver as a tool, I mean tools in a broader sense - means that help you to do tasks, small and big - create a reminder, set a timer, calculate something, get up in time, and so on. And, of course, a big part of the toolbox you take your tools from are mobile apps. Now, your experience of using those apps is a function of how much energy and brainstorming was put into the apps by their developers. In this episode, Corey will be talking about Airship’s brand new survey that talks about how much effort goes - or should go - into a mobile app experience development. Today’s Topics Include: Corey's career spans 25 years in public relations with being Senior Director of Corporate Communications at Airship now General findings of the 2022 Mobile App Experiences Gap Survey Gap #1 - ASO Gap #2 - Release Cadence Gap #3 - Onboarding Gap #4 - Preference Centers Gap #5 - Customer Surveys Gap #6 - Experience Optimization Gap #7 - Team Communications Android or iOS? iOS on iPhone X What features would Corey miss most? A bunch of apps, hard to pinpoint any specific one What’s missing from mobile app technology? Links and Resources: Corey Gault on LinkedIn AirShip 2022 Mobile App Experiences Gap Survey Business Of Apps Quotes from Corey Gault: “We've seen a lot of industry research, lots of companies earning reports, showing the exponential value that apps deliver for their business.” “If you really think about ASO, it's the first step in any app's success. People need to be able to find the app.” “In fact, the survey found that 97% of marketers that feature walkthroughs, permission prompts, these types of onboarding experiences have a significant impact on user behavior.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

At the heart of any sustainable business is knowing how much money you actually make with each client. When you launch a mobile app project, your hope is to sustain this business for years to come, not just months or weeks, right? This is a header level 1 Google said it’s going to extend billing choices for users of its Play Store to India, Australia, Indonesia, Japan and Europe. Google said it’s going to extend billing choices for users of its Play Store to India, Australia, Indonesia, Japan and Europe. How do you achieve that? For starters, you absolutely need to know what revenue each of your app users generates for you. Here comes the notion we’re going to spend on the next half an hour or so - Live Time Value, aka LTV. Today’s guest is Levi Matkins, CEO of LifeStreet—a programmatic marketing platform for app developers. He talks about lifetime value (LTV) in mobile, which is a measurement of how much money a user will generate. Today’s Topics Include: Levi's career spans 20 years in digital advertising, half of which he's spent in mobile. From founding a company with his brother while he was still in college to the leading mobile marketing platform. What is LTV and how it is different from ROAS The significance of LTV How to acquire app users with a higher LTV How to increase LTV App categories it's hard or impossible to measure LTV Moving forward, does LTV become harder or easier to measure? Android or iOS? Android only What features would Levi miss most? Google Maps to get around everywhere What’s missing from mobile app technology? Pretty much all good, perhaps except a holdable display would be nice Links and Resources: Levi Matkins on LinkedIn LifeStreet Business Of Apps Quotes from Levi Matkins: “Generally speaking, it's a measurement how much money the user will generate for an app at given amount of time.” “Having a good LTV in an app is the difference between success and a failure.” “You can't impove what you don't measure. It's critical to track and measure LTV.” “LifeStreet’s belief is that return on ad spend is the most important thing to optimize for in a successful campaign. By paying the right price for a user, allows a campaign to scale more effectively.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

At this very moment, somewhere on the planet app development teams are working on new mobile apps. Some of them are thinking through features of those apps, others are ready to launch them on an app store, yet other teams are already marketing their apps to acquire users. It’s non-stop and you bet all those teams believe their apps are only capable of bringing good to this world. Let's try AppTweak. Now, did you watch the “Black Mirror” TV series on Netflix? Can you guess the connection between this movie and the app development process? Well, patience - on this episode - among many things - you’ll get the answer :-) Today’s Topics Include: Emily started her career managing software solutions for airlines before taking her experience to the traveler’s side of the journey as the product manager for a leading travel management app, TripCase. She spent 5 years working on TripCase, where her first major project was to redesign the mobile app from the ground up. Then as the app grew, she worked on wearables, including a launch app for the Apple Watch and two different Samsung Gear watches. The app project Emily loved the most Challenges of working on apps for wearables Mobile apps versus web apps Optimism, negligence, and short-sightedness in app development What do you do when your app has externalities you didn't anticipate? How do you break through on the app market? Android or iOS? iOS What features would Emily miss most? City Mapper app to navigate and Apple Pay to pay everywhere Links and Resources: Emily Tate on LinkedIn Mind The Product Quotes from Emily Tate: “It's one of those fun things where you can have a problem that looks similar and the tactic you used to solve it the time before will not work this time.” “Where was one of the launch app for the Apple Watch when it came out. And it was a really fun project, both from the perspective of obviously getting to play with new shining technology. But really starting from the ground level of figuring out what is the use case for a smartwatch in the context of travel. ” “Admitting that you've made a mistake is step one. And I think we're so hesitant to do that, you see it all the time.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024