Business of Apps Podcast

Yet another summer is wizzed by with a jet speed. With a few days left, we want to signify this moment by sharing with you yet another App Talk interview from App Promotion Summit London 2025, this time with Rui Mateus, CTO of Mobrand. At the interview, Rui brilliantly laid out the state of programmatic advertising for mobile apps. He touched on the need for control and transparency in programmatic, the performance-based model, scaling and rebranding, ad fraud challenges, the role of AI in programmatic, and more. Today’s topics include: Control and transparency in programmatic: why marketers now demand visibility into KPIs, performance, and audience targeting rather than just raw results. Performance-based model: Mobrand’s approach of charging advertisers only when quality users take meaningful in-app actions. Technology as core DNA: Mobrand building its own bidder, using open RTB, and positioning itself as a tech company in the ad tech ecosystem. Scaling and rebranding: maintaining momentum, keeping a lean but skilled team, and presenting Mobrand as a premium partner for app developers. Ad fraud challenges: the scale of invalid traffic, detecting fraud through behavioural analysis, and the constant “arms race” with fraudsters. Role of AI in programmatic: lowering entry barriers, enabling better audience modelling, and driving higher quality performance for advertisers. Expansion of programmatic channels: growth in connected TV (CTV), digital out-of-home, and cross-channel strategies. Client focus: subscription apps, gambling, and finance apps with long conversion funnels where performance and quality users are critical. Future vision: becoming a one-stop shop for app developers, simplifying promotion, and delivering seamless growth without unnecessary complexity. Links and Resources: Rui Mateus on LinkedIn Mobrand website Business Of Apps - connecting the app industry Quotes from Rui Mateus “I consider that Mobrand is not necessarily a marketing company. It’s a tech company. We have a very big technological background, and when you have the technology, you have the control — and then you can give that to the companies you’re working with.” “Our biggest challenge with programmatic at the moment is the amount of invalid traffic that exists on the bidstream. You think you are bidding on real users and you are not. There is a lot of bots making the whole flow as if they were users” “Our objective is to be an alternative for app developers and to provide real value. We want to cut a little bit of the complexity of this market and build a platform where everything is as seamless as possible.” Host Business Of Apps - connecting the app industry since 2012

We’re certain you’re experiencing this feeling as well - it’s as if we’re finally living in the world that was promised to us by science fiction movies. To be fair, AI has evolved into Artificial Intelligence that is indeed intelligent. While it lacks consciousness, the distinction between the two would be a topic for a separate conversation on another podcast. Today, I’ve invited Steve to assist app brands in understanding this complex landscape of Generative AI. Our goal is to empower you to make informed decisions about which AI tools to utilize, avoid common pitfalls, comprehend the skill sets your team requires, and more. Today’s topics include: How to evaluate AI tools without getting lost in comparisons between models The most common mistake people make trying to integrate AI into their work Given AI influence, what skill sets development teams need to develop What role will "middle layer" tools play in AI adoption Advice to leaders trying to help their teams adapt to rapid AI changes Links and Resources: Steve Toy on LinkedIn Memrise website Business Of Apps - connecting the app industry Quotes from Steve Toy “You don’t really care about the performance metrics of all the different models out there. What matters is whether it can do the job you need it to do well and effectively.” “The biggest mistake is not understanding the job to be done. If you just bring tools into your system without a clear goal, you end up as the proverbial hammer wandering around looking for a nail.” “Expertise is actually less important in this world. What separates those who succeed with AI from those who don’t is perseverance — the willingness to go one more round” Host Business Of Apps - connecting the app industry since 2012

When it comes to growing app revenue, there’s no shortage of advice — but separating the shiny “growth hacks” from the strategies that actually move the needle is another story. In today’s crowded subscription app market, you can’t just set a price, launch, and hope for the best. You need to understand your users, their behaviors, and the subtle levers that can turn one-time downloads into long-term customers. In this episode, I’m joined by Jens to draw on his experience both inside a subscription app team and now supporting others, Jens shares practical, tested ways to increase revenue — from smarter pricing strategies to better handling of cancellations and reactivations. If you’re building, marketing, or monetizing an app, this conversation is packed with insights you can start applying right away, whether your goal is to capture more value from your most loyal users, adapt pricing for different markets, or simply stop leaving revenue on the table. Today’s topics include: The most effective ways to identify untapped revenue opportunities Balancing global pricing strategies with local market purchasing power How to decide what innovations (new tools, APIs) are worth adopting vs which might distract from the core offering Th most overlooked techniques to reduce churn and increase reactivations The role of partnerships in creating long-term customer value Links and Resources: Jens-Fabian Goetzmann on LinkedIn RevenueCat website Business Of Apps - connecting the app industry Quotes from Jens-Fabian Goetzmann “The core offering should always come first. Value needs to be created before it is extracted—monetization works best when you’ve already built something that engages and retains users.” “Start experimenting with new customers first. They come in without preconceived notions, making it easier to test pricing, tiers, or new models without alienating your existing user base.” “Premature optimization is the biggest distraction. If your business model doesn’t work with the basics, you’re unlikely to fix it just by tweaking monetization tactics.” Host Business Of Apps - connecting the app industry since 2012

OK, how many times do you hear on your team’s meetings “You need to be more creative!” Well, I have this question: “How can I be more creative with my app’s ad creatives?” Yes, today we’re featuring another App Talk interview that covers how creative drives app growth. It was taken by our Peggy Anne Salz with Megan Evans, Creative Director at ConsultMyApp during App Promotion Summit London 2025. In this interview, Megan talked about treating app creative as a specialized, data-driven discipline — not just design — means testing systematically, embracing what works (even if it’s off-brand), integrating across the user journey, and using AI to scale strategy, not just production. Today’s topics include: App creatives deserve the same strategic focus as acquisition and product decisions. Generalist designers often miss the nuances that drive mobile conversions. “Ugly” or off-brand ads can outperform polished ones because they connect better with users. Isolating variables is key to knowing what actually works in creative testing. AI helps creative teams save time and focus on strategy by automating repetitive tasks. Creative assets for ASO, UA, and retention should work together as part of a unified strategy. Success comes from treating creative as a specialized, system-driven discipline. Links and Resources: Megan Evans on LinkedIn ConsultMyApp website Business Of Apps - connecting the app industry Quotes from Megan Evans “Sometimes it’s the one you don’t want that wins, which is difficult for brands to understand.” “Don’t change too much at once — otherwise you’re never going to understand exactly what’s moving the needle.” “Instead of spending time on things that can be automated through AI, we’re now focusing on the parts that need the human brain.” Host Business Of Apps - connecting the app industry since 2012

How is your summer so far? I hope you’re listening to this episode lying somewhere in a shadow on a beach, and with a breeze keeping you relaxed. I also hope that you are in a company of people you love to hang out with - be it your family or friends. Why? It’s because we all belong to a community, right? Yes - this is the moment when I’m tying in my intro with this week’s episode’s topic 😊 So here we go - today we’re featuring one of our latest App Talk interviews. This time, Peggy Anne Salz interviewed Kenzie Wilson, GTM Lead - AI Moderation at Stream - the platform that helps apps build real-time experiences that scale. Kenzie talks about why community is the key to app stickiness and how Stream’s APIs power real-time chat, feeds, video, and AI moderation for millions of users. You’ve heard it right - millions! Today’s topics include: Why in-app communities matter: Building social features directly in your app boosts retention and gives users a reason to return. Strava’s evolution: A case study in transforming utility apps into thriving communities. Flexible, fast integration: Stream’s API lets even mature apps easily add chat, feeds, and video—with AI-powered moderation tailored by industry. Unexpected use cases: From HR tech to field ops and Telehealth, community tools aren’t just for social apps. Real engagement uplift: Apps typically see up to 50% more engagement, especially if they already have an external audience. Trends and tools: Live-streaming with chat, audio rooms for gaming, and embedded features like schedulers or activity maps drive stickiness and insight. Focused, niche social: Users now prefer smaller, purpose-driven communities over noisy platforms. Stream’s future: Expanding video offerings, deeper moderation tools, and positioning as a one-stop platform for in-app communication. Links and Resources: Kenzie Wilson on LinkedIn Stream's website Strava app Business Of Apps - connecting the app industry Quotes from Kenzie Wilson “If you already have kind of that cult following of your app, and then you give them a place where they can actually talk to each other, your engagement is going to go through the roof.” “Every app is a community. You have users, you can have a community—and it’s actually pretty simple to do.” Host Business Of Apps - connecting the app industry since 2012

In today’s crowded, AI-fueled landscape, it’s not enough to just have messaging — it has to stand out. In this episode, I’m joined by Jason from Customer.io to unpack what makes great mobile messaging work: from building frameworks rooted in value and differentiation, to using first-party data to deliver the right message at the right moment. We’ll talk strategy, execution, and the tools that help brands stay personal, timely, and unmistakably themselves — even at scale. Today’s topics include: Jason Lyman''s bio What is Customer.io How brands can can use AI but stay authentic  The role of first-party data in making messaging more timely and relevant Timing and channels for effective mobile messaging Common mistaken made at personalizing messaging at scale Balancing automation with authenticity Links and Resources: Jason Lyman on LinkedIn Customer.io website Business Of Apps - connecting the app industry Quotes from Jason Lyman "Yeah, this is an interesting paradox that we've kind of created for ourselves. We have all these incredible tools like AI recommendations, powerful automation, sophisticated targeting, but everybody's using that playbook. And I think the result is customers are getting bombarded with messages that sounds very, very similar. so standing out needs to be less about being louder or frequent, and it needs to be focused around being more authentic." "So,  first party data is absolutely the future, especially with privacy regulations that are tidying up across the globe. So here's what I see happening. think gold marketers are sitting on these gold mines of customer data, but they're not using it effectively. know, a lot of people are, are thinking about segmentation in a very traditional way." Host Business Of Apps - connecting the app industry since 2012

All right, I think all of you would agree—regardless of your role or area of expertise in this industry—that learning from the mistakes of others saves you time, money, and, most importantly, nerve cells. Because let’s be honest, trial and error is great… until it’s your budget on the line. So, today we have Reed on the show to help us skip some of those growing pains. He’s here to share what’s working, what’s not, and some fresh, thought-provoking approaches to both app marketing and development. Whether you’re scaling a product or just getting started, I think you’ll walk away with a few insights worth stealing—or at least borrowing. After founding the Business Strategy team at Branch six years ago, former strategy consultant Reed Kuhn has worked closely with hundreds of customers across verticals. Along the way, he’s picked up some sharp lessons—not just about best practices, but more importantly, about what not to do. In this episode, we’ll explore guiding objectives for app product owners and marketers, the greatest hits of killer use cases, mobile growth fails, and some simple ideas to make more from what you already have. Plus, we’ll look ahead with some bold predictions about how all of us will interact with apps in the AI-powered future. Today’s topics include: Reed Kuhn's bio What is Branch.io A guiding principle for what brings value to app users Common mistakes A quick win in app development Effective strategies New strategies on the Reed's radar What's coming up - in the near future and far out Links and Resources: Reed Kuhn on LinkedIn Get in touch with the Branch.io team Branch.io website Business Of Apps - connecting the app industry Quotes from Reed Kuhn: "Over the years, so many of our customers fall into two big buckets. And this is, I think, the simplest framework that I have for differentiating between apps and what they're trying to achieve in terms of value. And that is you have commerce apps, which are the most obvious ones. This is your retailers, fashion, even quick serve restaurants, fast food chains, Starbucks, and also the big box retailers, the best buys of the world, even department stores like Nordstrom. Those are commerce apps. Users primarily are going in there to shop. And hopefully, they actually buy something. And we do know that conversion rates are much higher in apps than on mobile web or even desktop. So those are easy to wrap your head around. The app exists to make it much easier for the user to shop and, in some cases, actually get support. If you want to manage a delivery or send something back, you can do that in the app rather than having to call someone up. On the flip side, you have apps that don't really sell you anything, but they still serve a very important purpose to the user. So I call those companion apps and they're more diverse than commerce apps. So whereas commerce apps are very conversion focused, companion apps are much more feature focused. It's, I able to access information? So almost everybody is going to have their credit card or bank app on their phone, or at least they should be at this point. If they don't want to go there in person." Host Business Of Apps - connecting the app industry since 2012

If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability. As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel. Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one optimized for onboarding, education, or even a light product experience. This allows for better control over messaging, tracking, and personalization before nudging users to install the app. In this episode, we’ll delve into the concept of web-first growth with Gessica, exploring the new playbook for acquiring app users. Today’s topics include: Gessica Bicego's bio What convinced Gessica to switch to web-based strategies for mobile app UA How to decide what specific "web to app" approach to take - go with mini landing pages, full web onboarding, or else? Web versus app testing How to avoid getting lost in lots of onboarding screens Links and Resources: Gessica Bicego on LinkedIn Business Of Apps - connecting the app industry Quotes from Gessica Bicego "I would say there are two approaches. Like either you send them to a landing page, but ultimately they convert on an app store - so all the call-to-action will lead to the App Store, or Google Play store. Or you guide them through a web funnel, where you have like lots of questions and you end up purchasing on the web." Host Business Of Apps - connecting the app industry since 2012

What makes a mobile ad stick — and what makes it flop? In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April. Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what’s working, what’s not, and where mobile advertising is heading next. 🎧 Tune in for fresh insights, practical takeaways, and real-world lessons from the frontlines of creative innovation. The panel of experts included: Yoann Pavy, Chief Growth & Marketing Officer at AIApply Freya Fine, CMO / Founder of Koru / &Fine Mustafa Mohamed, Founder of Shroomi AI

It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more. We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with each other and do business. One of the highlights of the event was the “Beyond Installs: the future of app growth 2025” panel and in this episode we want to share it with you. The panel brought together people from four verticals - navigation, financials, e-Learning and gaming. This panel of experts included: Nidhi Singh, the Regional Marketing Manager for UK & Turkey at AppsFlyer Greg Turtle, Head of Growth at what3words Giulia Saletto, Head of Performance Marketing & Growth at Tide Diane Germann, Head of Paid Content and Social at Blinkist Yagiz Ozyurek, UA Team Lead for Product Madness