#187: Boosting App Growth with Ad Creatives with Jessica Gotti, Head of Performance Marketing at Paired

Science tells us that 80% of information we perceive every second we’re awake is visual. We make sense of this world around us by processing lots and lots of images and some of those images are mobile ads.

Now, there are ads you just want to go away and never come back, some make you smile and some actually give you an incentive to try a new app or grab a specific app you’ve been looking for.

In this episode, we’re going to talk to Jessica about how to pull this pretty tough feat - ramp up ad creatives production to boost your app growth.

• Jessica Gotti's background
• What is Paired
• The significance of mobile ad creatives
• Paired's first step on a quest to wrap up ad creatives production
• Putting together a team to run ad creatives production in-house
• Framework to run ad creatives production on scale
• KPIs
• The impact of that ad creatives wrap up on the bottom line
• What Jessica would like to change about mobile tech the most
• Android or iOS?
• Leaving her smartphone at home, what features would Jessica miss most?
• What features she would like to see added to her smartphone?

• Jessica Gotti on LinkedIn
• Paired website
• Business Of Apps - connecting the app industry

"Being able to leverage the creatives correctly and at scale has become mandatory for successful marketing strategies. Especially in today's marketing landscape, where we have to face so many limitations and challenges, creatives can help mitigating them. Let's think about the limitation in targeting brought by new Data Privacy Regulations, ATT’s policy. It's not us anymore actively targeting the audience we are after, but it's the creative that is finding the right audience for us, the one that resonates the best with our message."

"Yeah, it's indeed fundamental having a clear creative exploration and testing framework to make everything work smoothly and facilitate collaboration among many stakeholders. So we came up with a seven step flow, which run on a weekly basis."

"Success didn’t come right away. Getting to the first winning concept took much exploration and testing, almost 3 months […]. The new team had to learn about Paired and understand our audience, we had to set up and refine our framework multiple times"

Business Of Apps - connecting the app industry since 2012