Beyond the Install: Erica Johnson on Building Smarter Mobile Campaigns

What if the key to mobile campaign success wasn't just about driving installs? In this episode, host Amanda sits down with Erica Johnson, Director of Global Platforms at Publicis Collective, to explore why thinking beyond the install matters, how to build seamless cross-device experiences, and the critical role measurement plays in modern mobile advertising, alongside AI's growing influence. Whether you're navigating measurement challenges, managing complex global migrations, or preparing for 2026's mobile landscape, this conversation is packed with actionable strategies from the Publicis Mobile Summit. Tune in to uncover how a holistic approach to mobile campaigns drives real, measurable growth. 

What You’ll Learn:

• How to move beyond install-focused metrics and measure long-term value
• Why the web-to-app journey deserves immediate attention
• The crawl-walk-run framework for executing large mobile campaigns
• How to approach MMP migrations strategically
• Why AI in ad operations requires teaching the technology your standards rather than fearing it
• How to accelerate into leadership roles

About the Guest(s):

Erica Johnson is Director of Global Platforms at Publicis Collective, bringing deep expertise in digital marketing, media technology, and ad operations. With a career spanning mobile advertising, mobile measurement partners (MMPs), and campaign execution across social, search, programmatic, and CTV channels, she has become a recognized MMP power user and advocate for holistic campaign strategy. In this episode, Erica shares insider perspectives from the Publicis Mobile Summit on emerging trends shaping 2026, including the shift beyond install metrics, the transformative role of AI in ad operations, and strategies for seamless cross-device experiences. Her work migrating global clients across platforms and implementing sophisticated measurement infrastructure has positioned her as a thought leader for brands seeking to optimize mobile performance and measurement in an increasingly fragmented ecosystem. This conversation is essential for marketing professionals and growth strategists looking to navigate mobile advertising complexities and build sustainable, data-driven campaign foundations. 

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Episode Highlights:

[00:06:17] Think Beyond the Install to Drive Long-Term Mobile App Value 

[00:16:06] Prioritize Postback Events and Partner Configuration in MMP Migrations 

[00:17:27] Prioritize the Web-to-App Journey as a Critical Campaign Foundation 

[00:21:00] Adopt the Crawl-Walk-Run Framework for Large Campaign Execution 

[00:32:02] Lean Into AI Rather Than Fear It—Build Standards and Drive Quality Assurance 

[00:36:45] Pursue Challenging Projects to Build Leadership Credibility and Expertise 

Episode Resources:

• Erica Johnson on LinkedIn
• Publicis Collective on LinkedIn
• Publicis Collective Website
• Amanda Vandiver on LinkedIn
• Branch on LinkedIn
• Branch Website
• How I Grew This on Apple Podcasts
• How I Grew This on Spotify
• How I Grew This on Simplecast