Advertise on podcast: Growth Masterminds: mobile growth podcast

Connected TV advertising is growing fast—but can it actually outperform mobile user acquisition? In this episode of Growth Masterminds, host John Koetsier sits down with Michal Schwartz, Head of Growth at YouAppi, to explore how CTV is evolving from a branding channel into a serious performance marketing platform. Michal shares lessons learned from both the advertiser side at Playtika and the platform side at YouAppi, including where CTV is delivering lower CPIs, reaching audiences mobile campaigns miss, and opening new opportunities for app marketers. They discuss: • When CTV can outperform traditional mobile advertising • Which app categories are seeing the strongest results • Why gaming, fintech, rewards, and travel are embracing CTV • Creative best practices for connected TV campaigns • QR codes, voiceovers, subtitles, and effective calls-to-action • Global opportunities beyond the U.S., including LATAM, Europe, and Japan • Attribution, measurement, and privacy challenges • The rise of CTV retargeting and cross-device marketing • How Amazon, Netflix, Roku, and other streaming platforms are shaping the future of advertising • Why CTV may become a standard performance channel for growth marketers If you’re responsible for app growth, user acquisition, performance marketing, or mobile advertising, this conversation offers a practical look at one of the fastest-growing channels in digital marketing. #CTV #ConnectedTV #GrowthMarketing #UserAcquisition #MobileMarketing #AppMarketing #PerformanceMarketing #AdTech #StreamingTV #YouAppi

Funnels are linear. Growth loops are exponential. You need funnels to grow, but the power of growth loops is what will make your app engagement, give you high retention, and maybe even give you viral growth. In this episode of Growth Masterminds, host John Koetsier sits down with Hannah Parvaz, CEO of Aperture, to break down growth loops, the systems that power predictable, scalable, compounding growth. We cover referral loops, content loops, habit loops, community loops, incentive loops, and more. Plus: how to kickstart loops, what to do about the cold start problem, and whether you should design around a loop or let your product’s natural usage define it. Hannah shares stories from building viral referral systems (yes, free drinks were involved), explains how apps like Strava and Snapchat keep you hooked, and dives into why loops can be more powerful than funnels. Like, subscribe, and share! 📌 Chapters 00:00 – Funnels suck, loops rock 03:00 – Why the infinity symbol explains growth loops 05:00 – Loops vs funnels: what’s the real difference 06:00 – Referral loops (free drinks, KF factor, virality) 09:00 – Content loops (eBay, Depop, Craigslist) 11:00 – Habit loops (Duolingo, Apple Watch, Snapchat streaks) 15:00 – Incentive loops and variable rewards (FreeTrade, Clubhouse) 19:00 – Community and social loops (Reddit, Quora, TikTok) 21:00 – Other loops: UGC, data feedback, marketplaces 22:00 – The cold start problem and kickstarting loops 24:00 – Case study: Picnic app and loops within loops 26:00 – Should you build around a loop or passion? 28:00 – Combining passion + loops for massive growth 29:00 – Final takeaways: finding the right loop for your business

MMPs give you a strong foundation for measuring mobile campaigns. But what if that’s not enough? What if the data you’re missing could unlock faster growth, smarter user acquisition, and better ROI? That’s where Extract comes in. In this episode of Growth Masterminds, John Koetsier talks with Maayan Schor about why mobile marketers need a next-gen ELT and reverse ETL platform to move raw data in and out of their systems. From app stores to social to ad networks, Extract helps you pull it all together with your MMP data ... and make smarter decisions with more confidence. Leading, of course, to more growth. We cover: - Why there's more data than MMPs provide alone - How to access raw app store, organic social, and granular ad network data - Real-world use cases from top mobile marketers - How BI teams and marketers collaborate to make Extract work - Why flexibility and context are key to growth in mobile marketing If you’re working in mobile marketing, user acquisition, data engineering, or growth analytics, this conversation is packed with insights you can use today. 👉 Try Extract free: https://extract.to 0:00 Intro – More data? More growth! 1:05 What is Extract? 3:00 Why MMP data isn’t enough 5:10 App store data: reviews, ratings, revenue 7:05 Organic social insights (TikTok, Instagram, Facebook) 9:15 Granular ad network data and blind spots 12:00 Near real-time bidding and budget data use cases 14:30 ETL vs. Extract: what’s the difference? 17:20 Flexibility: moving data where you need it 20:00 Who’s using Extract: BI teams, marketers & beyond 23:00 Getting started – free trial, 1M records/month

Add more ad network partners, and you get higher ROAS. That's what the data says. In this episode of Growth Masterminds, John Koetsier discusses the findings of a Moloco, Singular, and SensorTower report analyzing ad network mixes for consumer apps and games. Get the report here: http://bit.ly/46AnDqb Joined by Tom Shadbolt from Moloco and Gastón Laterza from Singular, they explore significant trends in mobile revenue, the importance of diversification in ad spending, and the impact of partner mix on return on ad spend (ROAS). The conversation dives into changing consumer behavior, engagement trends, and the future of mobile marketing strategies, emphasizing the need for marketers to adapt to the evolving landscape. 00:00 Introduction to Ad Network Mix for Growth 02:09 Trends in Mobile Revenue: Gaming vs. Consumer Apps 07:13 The Importance of Diversification in Ad Spend 14:40 Analyzing ROAS: The Impact of Partner Mix 18:35 Understanding Consumer Behavior and Engagement Trends 24:23 The Role of Independent Apps in the Ecosystem

Achieving LTV greater than CPI is the foundation of success in mobile growth ... obviously. But how do you consistently achieve that? With a full app lifecycle strategy. In this episode of Growth Masterminds, host John Koetsier speaks with Roberto Sbrolla, Head of Growth at AppAgent, about the critical importance of maintaining a higher Lifetime Value (LTV) than Cost Per Install (CPI) in mobile gaming. Roberto, a 15-year veteran in digital marketing, outlines key strategies and tactics to achieve this balance consistently. From understanding market positioning and leveraging creative strategies to optimizing user acquisition and monetization, this podcast delves into various levers that can be pulled to maintain a sustainable and profitable mobile game business. Whether you're looking to compete head-to-head with industry giants, find your niche, or innovate and create a new market, this episode offers valuable insights into making it happen. 00:00 Introduction to Growth Masterminds 00:51 The Importance of LTV and CPI in Mobile Games 02:24 Strategies for Achieving Higher LTV than CPI 02:41 Competitive Positioning in the Mobile Game Market 04:22 The Role of Funding in Strategy Execution 04:47 Niche Markets and Innovation 13:55 The Importance of Market Research 15:44 Leveraging CPI for Competitive Advantage 17:18 Understanding Market Response and CPI 17:54 The Role of Mini Games in CPI and Retention 19:17 Monetization Strategies and Hybrid Models 21:03 Campaign Types and Their Impact on ROAS 24:55 Importance of Retention and Early User Experience 31:57 Social Features and Their Impact on Retention 33:31 Strategy vs. Luck in Game Development

Retargeting is one of the most powerful but misunderstood tactics in digital marketing. Too often, it's broken and marketers don't even know it. In this episode, I sit down with Paul Kovalski, head of marketing at Self Financial and host of the Efficient Spend podcast. Paul has driven more than $200M in revenue through paid media, and he brings a unique perspective on what really works in retargeting. We talk about: • The difference between paid and unpaid retargeting • Why incrementality is the key metric that most marketers miss • How fintech retargeting is different from retail or e-commerce • Why sometimes education beats the hard sell • The role of automation, MMPs, CDPs, and real-time audience updates • The hidden risks of “set it and forget it” automated campaigns If you’ve ever wondered whether your retargeting spend is truly moving the needle — or just padding platform reports — this conversation is for you. 00:00 Introduction to Marketing and Retargeting 00:29 Meet Paul Kovalski 01:34 The Goal of Retargeting in FinTech 01:58 Paid vs. Unpaid Retargeting Strategies 04:05 Infrastructure for Paid Retargeting 05:38 Effective Messaging and Creative Strategies 07:01 Measuring Incrementality in Retargeting 08:16 Challenges and Considerations in Retargeting 10:10 Impact of iOS Changes on Retargeting 11:51 Conclusion and Final Thoughts

Can AI really transform your ad creative workflow? In this episode of Growth Mastermind, host John Koetsier sits down with Andre Kempe, CEO of Admiral Media, to dive deep into the real-world impact of AI on creative ad production and performance marketing. Discover how Andre and his team have moved beyond one-off AI experiments to build systematic, automated workflows that generate hundreds of ad variations in minutes. Learn about the tools they use, the challenges of integrating AI into creative teams, and why some clients are pushing back against AI-generated content. Key topics include: - How to systematize AI for marketing and creative work - The evolving role of creatives in an AI-driven world - Real results: Do AI ads outperform traditional UGC? - The future of AI in ad generation and performance marketing Whether you’re a marketer, agency leader, or just curious about the future of AI in advertising, this candid conversation offers practical insights, honest results, and a look at what’s next. 00:00 – Introduction: Can AI revolutionize brainstorming and ad creation? 00:21 – Meet Andre Kempe, CEO of Admiral Media 00:42 – How Andre started using AI in marketing 01:36 – Moving from AI experiments to systematic workflows 03:20 – Building automated ad generation systems 05:00 – Tools of the trade: Make, N8N, and more 07:00 – The evolving role of creatives in an AI world 10:00 – Client reactions: Pushback on AI-generated ads 13:10 – Comparing AI ads vs. traditional UGC performance 15:00 – The future: Bionic ads and blending human + AI creativity 17:00 – What’s next for AI in ad generation and marketing 👍 If you enjoyed this episode, don’t forget to like, comment, and subscribe for more expert interviews and growth marketing tips! #AI #Marketing #AdTech #GrowthMasterminds #AndreKempe #AdmiralMedia #JohnKoetsier

What do mobile analytics and marketing measurement look like in 2025? In this episode of Growth Masterminds we chat with Barbara Galiza, a seasoned marketer, entrepreneur, and founder of FixMyTracking. Barbara shares insights from her rich career journey in growth marketing, touching on the complexities of modern marketing measurement, the impact of Apple's ATT guidelines, and the challenges of cross-device tracking. We discuss click-based attribution's limitations and the importance of understanding and leveraging multiple data sources. Barbara and host John Koetsier provide practical advice on dealing with mobile measurement partners (MMPs) and emphasizes the importance of both reporting and real-time campaign optimization. Tune in for an in-depth look at navigating today's evolving digital marketing landscape. 00:00 Welcome to Growth Masterminds 01:18 Meet Barbara Galiza 01:54 Barbara's Career Journey 03:50 The Importance of Marketing Data 05:56 Understanding Marketing Measurement 09:03 Challenges in Attribution and Tracking 11:44 The Future of Marketing Measurement 14:04 Practical Tips for Marketers 22:56 Concluding Thoughts

Imaging spending $100M for user acquisition. Or managing $3M a week. Daunting? In this episode of Growth Masterminds, we chat with Vytis Bareika , founder and CEO of Defined Chase. Vytis shares his journey of managing over a hundred million dollars in ad spend, scaling projects across web, mobile, and web3, and helping mobile games achieve over a billion downloads. We chat about various aspects of horizontal scaling, including adding new channels and partners, effective ad spend management, and the significance of brand awareness. Vita also shares insights on using web to app funnels, leveraging AI in marketing, and the role of creative strategies in today's advertising landscape. Tune in to learn the best practices for scaling your digital marketing efforts and ensuring long-term success. 00:00 Introduction to Growth Masterminds 00:34 The Journey to Managing Massive Ad Budgets 02:10 Understanding Horizontal Scaling 04:40 Strategies for Adding New Partners 07:22 Creative Strategies for Different Channels 09:37 Analyzing User Engagement and Creative Performance 12:09 Hidden Gems in Apple Search 12:38 Singular's Quarterly Trends Report 13:16 The Importance of Brand Awareness 16:14 Re-engagement Strategies 17:33 Web to App Marketing 23:24 Future Trends in UA Performance Marketing 24:34 Conclusion and Final Thoughts

What works in retargeting for mobile games? Host John Koetsier spends some time with Gamelight CEO Gunay Azer about segmentation, offers, LTV, timing, and much more around effective strategies for retargeting in mobile gaming. Tune in to discover the best practices, challenges, and future trends in retargeting and remarketing for 2025, especially in the context of iOS privacy restrictions and Android user segmentation. Learn how to optimize your retargeting campaigns to maximize user engagement and return on investment. Whether you're new to user acquisition or looking to refine your strategies, this insightful discussion offers valuable perspectives for growth marketers. 00:00 Introduction to Retargeting 01:00 The State of Retargeting in 2025 03:49 Best Practices for Retargeting 09:37 Challenges and Common Mistakes 12:32 Retargeting on iOS vs. Android 19:54 Future of Retargeting 20:54 Conclusion and Upcoming Events

Are rewarded ad channels the revenge of the humans on the AI-driven programmatic RTB scene? And where do rewarded or incentivized ad channels fit for mobile user acquisition pros? In this episode of Growth Masterminds, host John Koetsier dives deep into the world of rewarded channels and their explosive growth with guest Roee Raz, former CEO of CashCow and current head of Payback. They discuss the evolution of rewarded advertising, its current trends, and the challenges associated with it, such as user churn and fraud. Roy shares insights from his extensive experience in the gaming and ad tech space, emphasizing the importance of knowing your product and the potential future of rewarded channels. Tune in to learn how to leverage rewarded ad networks for better user acquisition and long-term value. 00:00 Introduction to Rewarded Channels 00:45 Interview with Roee Raz 02:45 The Evolution of Rewarded Advertising 04:46 Challenges and Strategies in Rewarded Advertising 06:13 The Future of Rewarded Channels 16:35 User Quality and Engagement 28:04 Fraud in Rewarded Channels 31:05 Conclusion and Final Thoughts

Tilting Point just raised $150 million for user acquisition. In other words, it could be used to scale your game (or app!). In this episode of Growth Masterminds, host John Koetsier chats with Asi Burak, Chief Business Officer at Tilting Point about what they look for in a game or app. They talk about improving monetization and retention in games, the importance of data and iteration, and how Tilting Point successfully scaled marketing for major titles like SpongeBob, Star Trek, Warhammer, and more. Burak shares insights on Tilting Point's unique business model, which offers non-dilutive marketing capital and expert UA strategies. They delve into the evolution of the mobile gaming market, cross-platform opportunities, and the future of game monetization. This episode is packed with valuable advice for developers looking to scale their games and maximize their revenue. 00:00 Introduction to Growth Mastermind's Podcast 02:12 The Evolution of Tilting Point 05:05 Funding and Investment Strategies 08:12 The Importance of Data and Expertise 10:14 Challenges and Adaptations in UA 12:22 Collaborating with Developers for Success 16:18 Investor Expectations and Negotiations 16:50 Non-Dilutive Funding Model 18:21 Advice for Indie Developers 19:25 Persistence and Success Stories 21:45 Investment Strategies and Game Potential 24:13 Future of Gaming Industry 28:31 Cross-Platform and B2C Trends 30:16 Conclusion and Final Thoughts

Do you need an MMP if you just use Google? Or Meta? Or TikTok, or Apple Ads? Interestingly, you really, really do, even if you're using the free tier, because it unlocks so much more data and insight. In this episode of Growth Masterminds, host John Koetsier sits down with Owen Farmer from Dynamic Apps to explore the world of app development and marketing. Owen shares his journey of creating apps since the age of 13, and the success story of his popular vocabulary app, Word Power. We talk about the importance of marketing measurement platforms (MMPs) like Singular, the critical role of creative in Meta ads, and the strategies behind effective paid marketing campaigns. Owen also discusses his transition from organic growth to leveraging Apple Search Ads and Meta ads, as well as his decision to adopt a subscription model. This episode offers valuable insights for both new and experienced app developers and marketers, highlighting the importance of focus, user expectations, and aligning product development with marketing strategies. 00:00 Do you really need an MMP? 01:46 Owen's Journey: From Timer App to Vocab Success 04:59 Marketing Strategies: From Organic to Paid 06:15 The Role of Meta Ads and Campaign Optimization 08:22 Subscription Models and Monetization 15:34 Balancing Product Development and Marketing 20:51 The Importance of Focus and Product-Market Fit 22:50 Conclusion and Final Thoughts

Web-to-app funnels are huge in subscription apps. Andrey Shaktin has optimized more than 3,000 web-to-app funnels, and he's sharing 10 top tips for optimizing funnels ... including 1 that boosts your revenue 20%. In this episode of Growth Masterminds, we dive deep into optimizing web-to app funnels with Andrey Shaktin, CEO of FunnelFox. We explore best practices for building and scaling subscription app funnels, discuss the commonalities and differences across various verticals, and offer tips for effective user acquisition and conversion strategies. Andrey shares his extensive experience from creative testing and landing page design to payment flow optimization and the role of AI-generated content in modern funnels. Discover the essential elements of successful funnels, learn what to avoid, and get insights into launching and optimizing multiple funnels. Whether you’re a seasoned growth marketer or a newcomer, this episode is packed with valuable takeaways to help you enhance your funnel performance and drive revenue growth. 00:00 Introduction to Growth Masterminds 00:34 Common Traits of Successful Funnels 00:59 Vertical Differences in Funnel Usage 02:13 Essential Elements of a Funnel 02:27 Tips for Approaching Funnels 03:37 What Not to Do in Funnels 05:42 The Role of AI in Funnels 06:56 Multiple Funnels for Different Audiences 10:24 Building Effective Start Landing Pages 18:37 Importance of Email Collection 21:06 Critical Aspects of Paywalls 23:07 Optimal Funnel Length 25:11 Geographical Differences in Funnels 26:02 Effective User Acquisition Channels 27:22 Conclusion and Final Thoughts

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding. What does that mean? Is that a good thing? Bad thing? What are the impacts? In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th. They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers. They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games. Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers. 00:00 Introduction to App Monetization 00:53 Understanding Waterfall and Real-Time Bidding 05:59 Challenges and Changes in Ad Mediation 13:15 Impact of Bidding on Revenue and CPMs 14:50 The Impact of Performance and Revenue Distribution 15:17 Transparency in Ad Auctions 15:56 AppLovin's Dominance and Mediation 16:30 The Shift from Ad Monetization to User Acquisition 20:32 Segmentation and Ad Experience 23:15 Expanding Ad Audiences in Mobile Games 26:19 The Future of E-commerce Ads in Gaming 29:26 Conclusion and Final Thoughts