Mobile Dev Memo Podcast

Daniel McCarthy, an Associate Professor of Marketing at the University of Maryland and co-founder of CLV-focused ventures, dives deep into Customer Lifetime Value (LTV) in this engaging discussion. He unpacks the critical role of LTV in business strategy and highlights common pitfalls in its calculation. Daniel stresses the importance of appropriate segmentations and collaboration with finance teams for accuracy. He also examines how digital markets differ in LTV measurement, using Netflix’s monetization shift as a case study.

Adam Singer, VP of Marketing at AdQuick and creator of the Hot Takes blog, shares his insights on the troubling trend of 'blandification' in marketing. He argues that brands lose their identity by playing it safe and advocates for creativity and originality in branding. Singer discusses the challenges faced by CMOs today, the potential of AI in marketing, and reflects on what David Ogilvy would think of modern strategies. He also sheds light on the backlash against the American Eagle ad campaign and critiques the rebranding efforts of Cracker Barrel.

Andrew Lipsman, an independent analyst renowned for his expertise in digital advertising and retail media, dives into the complexities of agentic commerce. He questions its viability, exploring fundamental flaws and whether independent agents can thrive against giant platforms like Amazon. The discussion highlights the conflict between consumer interests and commercial goals, the risks of automation in shopping, and the crucial role of human trust. Lipsman also sheds light on how AI is reshaping consumer engagement while emphasizing the need for authentic interactions in commerce.

The discussion dives into Google's ambitious shift from acting as a distribution tool to becoming an engagement powerhouse with AI. Google's Gambit, featuring AI Overviews and AI Mode, aims to keep users within the search framework, leading to concerns among publishers about plummeting traffic. The content explores the emerging competition from LLM-powered chatbots and the potential risks they pose to the open web. By tracing historical media shifts, the podcast sheds light on how technological advancements continue to influence user engagement and content delivery.

Itai Kafri, Head of Product Growth at Voyantis and former senior exec at TikTok, dives into the fascinating world of signal engineering. He explores how this emerging tactic enhances digital marketing, especially amidst rising platform automation. Itai discusses the best practices for employing existing vs. new event signals, and the roles of different teams in optimizing user engagement. He also shares insights on how various advertisers—mobile games, e-commerce, and subscription apps—adapt their strategies and the common traits of successful companies in this space.

Chris Hewish, President of Xsolla and a veteran from Skydance and Activision, dives into the evolving world of mobile monetization. He discusses the impact of Apple and Google's payment policy changes, highlighting how developers can leverage off-platform payments for better conversion rates. Hewish shares his insights on the 'trust premium' required for success and common pitfalls to avoid. He also emphasizes the growing adoption among larger companies and innovative strategies like offer walls to enhance engagement and revenue in mobile gaming.

In this discussion, Adam Epstein, Co-founder and CEO of Gigi, shares insights into Amazon's innovative advertising strategies. He highlights Amazon's recent partnerships with Roku and Disney, emphasizing their potential for growth in connected TV advertising. Adam explains how Amazon's AI tools differ from those of competitors like Meta and Google and the importance of leveraging first-party data for effective advertising. He also addresses misconceptions about Amazon's advertising approach and how it is navigating the rapidly changing digital landscape.

Ari Paparo, author of 'Yield' and podcaster for Marketecture, dives deep into the evolution and controversies of digital advertising. He shares insights on the early 2000s New York scene as programmatic ads emerged and contrasts Facebook's business model with Google's. Ari discusses the impact of Google's DoubleClick acquisition, highlighting cultural clashes and monopoly power issues. The conversation also touches on challenges in the open web, data privacy, and the future of marketing amid ongoing antitrust scrutiny. A fascinating look at the tumultuous past and uncertain future of digital advertising!

Join David Barnard, an independent app developer and Growth Advocate at RevenueCat, as he shares insights from his extensive experience in mobile apps. He discusses Apple's policy changes and their impact on link-out strategies, revealing how developers adapt. Barnard offers valuable retention strategies for subscription apps and debates when to choose subscription monetization over other models. He also addresses the challenges indie developers face regarding sustainability and burnout, emphasizing the importance of passion and effective differentiation.

Join mobile growth consultant Thomas Petit as he shares insights from the latest MDM Mailbag. He dives into how Apple's policy changes are reshaping app-to-web user acquisition. Discover strategies for optimizing Meta ad campaigns, the best platforms for non-gaming user acquisition, and innovative approaches to creative testing. Petit also critiques the effectiveness of demographic targeting in gaming, advocating for behavioral metrics instead. It's a lively discussion on the future of ASO and leveraging AI in advertising for better performance.