Mobile Dev Memo Podcast

In this conversation, Annina Salvén, COO of BIT ODD and former CFO at Next Games, shares her insights on the evolving mobile gaming landscape. She discusses the fundraising challenges faced by startups and the significance of a diverse investor base. Annina contrasts the mobile gaming scene from 2016 to today, highlighting new revenue opportunities and user acquisition strategies. They also explore Helsinki's emergence as a gaming hub and the changing dynamics of game publishing, emphasizing collaboration as key to success.

Dive into the fascinating world of AppLovin and uncover its impressive growth trajectory in mobile gaming advertising. Discover the ins and outs of direct response advertising and its critical role in driving performance marketing. Explore the effects of Apple's App Tracking Transparency on the industry. Get insights into AppLovin's strategic acquisitions that enhance its market stance and learn about the broader dynamics shaping the mobile advertising landscape. It's an enlightening journey through a captivating segment of digital marketing!

Paul Bannister, Chief Strategy Officer at Raptive, delves into the implications of Google's AI Overviews for web publishers. He discusses how these AI tools are perceived by publishers and their potential impact on traffic. The conversation touches on Google's strategy regarding the Open Web and competition from LLM-based chatbots. Bannister also explores whether AI Overviews might incentivize publishers to license their data and examines the significance of human-generated content in an increasingly AI-driven digital landscape.

In this engaging discussion, Kate Minogue, a seasoned fractional CMO and former Head of Marketing Science at Meta, shares her expertise on app marketing analytics. She emphasizes the importance of understanding marketing analytics as a foundation for app developers. Topics include optimizing user engagement through strategic 'optimization moments,' channel diversity for effective advertising, and the evolving role of fractional CMOs in helping startups achieve sustainable growth. Kate also reevaluates the significance of Lifetime Value in a shifting market landscape.

Thomas Petit, a leading voice in mobile marketing and an expert on subscription apps, shares his insights on the evolving landscape of web-to-app transitions. He discusses how the FTC's 'click-to-cancel' rule could reshape subscription dynamics and the differences in web acquisition strategies between gaming and non-gaming apps. Petit highlights the challenges posed by Apple's App Tracking Transparency and the necessity for marketers to innovate amid stringent app store regulations. Tune in for a deep dive into the future of app subscriptions!

In this engaging discussion, Christoffer Holmgård, CEO and co-founder of modl.ai, shares insights on the transformative role of AI in game development. He reveals how AI empowers developers to automate mundane tasks, enhancing quality assurance and creating richer game worlds. Holmgård discusses the potential for personalized gaming experiences and the balance between tailored content and social interaction. He also dives into the future of AI in live operations, emphasizing its ability to predict player engagement and enhance ongoing gameplay.

Andrey Fradkin, an Assistant Professor of Marketing at Boston University specializing in the digital economy, dives into the complexities of antitrust issues in tech. He discusses how digital marketplaces can trend toward anti-competitive behavior and critiques Amazon's treatment of its own products in search rankings. The conversation also explores the implications of advertising practices on consumer welfare and the evolving landscape of antitrust enforcement in the age of AI, shedding light on the intricate balance between competition and consumer benefit.

Andrew Lipsman, a retail media expert and writer behind Media, Ads + Commerce, dives into the dynamic world of retail media. He discusses the explosive growth of retail media, questioning if budgets are new or redirected funds. The conversation highlights measurement challenges advertisers face with multiple networks and the potential for consolidation in the sector. Lipsman also explores the intersections of retail media and AI, noting how context and ad quality affect consumer attitudes toward ads in e-commerce.

Fred Leach, Vice President of Product Development at Meta, dives into the recent dramatic shifts in Meta's advertising platform. He unpacks the significance of incrementality optimization and its measurement, revealing how these new strategies benefit advertisers. The conversation highlights the integration of third-party analytics for enhanced performance and a fresh approach to value-based segmentation. Leach also discusses the future symbiosis of generative AI with ad creative production, promising to reshape campaign management for better results.

Garrett Johnson, an Associate Professor of Marketing at Boston University's Questrom School of Business, dives into advertising incrementality. He explains how marketing teams can measure the true impact of their ads and whether that impact is genuinely knowable. The intriguing concept of Ghost Ads is introduced, showcasing how they automate experiments and improve understanding of ad effectiveness. Johnson also discusses the commercial risks of ignoring incrementality, emphasizing the need for rigorous measurement in today's complex advertising landscape.