Growth Masterminds: mobile growth podcast

Tilting Point just raised $150 million for user acquisition. In other words, it could be used to scale your game (or app!). In this episode of Growth Masterminds, host John Koetsier chats with Asi Burak, Chief Business Officer at Tilting Point about what they look for in a game or app.They talk about improving monetization and retention in games, the importance of data and iteration, and how Tilting Point successfully scaled marketing for major titles like SpongeBob, Star Trek, Warhammer, and more. Burak shares insights on Tilting Point's unique business model, which offers non-dilutive marketing capital and expert UA strategies. They delve into the evolution of the mobile gaming market, cross-platform opportunities, and the future of game monetization. This episode is packed with valuable advice for developers looking to scale their games and maximize their revenue.00:00 Introduction to Growth Mastermind's Podcast02:12 The Evolution of Tilting Point05:05 Funding and Investment Strategies08:12 The Importance of Data and Expertise10:14 Challenges and Adaptations in UA12:22 Collaborating with Developers for Success16:18 Investor Expectations and Negotiations16:50 Non-Dilutive Funding Model18:21 Advice for Indie Developers19:25 Persistence and Success Stories21:45 Investment Strategies and Game Potential24:13 Future of Gaming Industry28:31 Cross-Platform and B2C Trends30:16 Conclusion and Final Thoughts

Do you need an MMP if you just use Google? Or Meta? Or TikTok, or Apple Ads? Interestingly, you really, really do, even if you're using the free tier, because it unlocks so much more data and insight.In this episode of Growth Masterminds, host John Koetsier sits down with Owen Farmer from Dynamic Apps to explore the world of app development and marketing. Owen shares his journey of creating apps since the age of 13, and the success story of his popular vocabulary app, Word Power. We talk about the importance of marketing measurement platforms (MMPs) like Singular, the critical role of creative in Meta ads, and the strategies behind effective paid marketing campaigns. Owen also discusses his transition from organic growth to leveraging Apple Search Ads and Meta ads, as well as his decision to adopt a subscription model. This episode offers valuable insights for both new and experienced app developers and marketers, highlighting the importance of focus, user expectations, and aligning product development with marketing strategies.00:00 Do you really need an MMP?01:46 Owen's Journey: From Timer App to Vocab Success04:59 Marketing Strategies: From Organic to Paid06:15 The Role of Meta Ads and Campaign Optimization08:22 Subscription Models and Monetization15:34 Balancing Product Development and Marketing20:51 The Importance of Focus and Product-Market Fit22:50 Conclusion and Final Thoughts

Web-to-app funnels are huge in subscription apps. Andrey Shaktin has optimized more than 3,000 web-to-app funnels, and he's sharing 10 top tips for optimizing funnels ... including 1 that boosts your revenue 20%.In this episode of Growth Masterminds, we dive deep into optimizing web-to app funnels with Andrey Shaktin, CEO of FunnelFox. We explore best practices for building and scaling subscription app funnels, discuss the commonalities and differences across various verticals, and offer tips for effective user acquisition and conversion strategies. Andrey shares his extensive experience from creative testing and landing page design to payment flow optimization and the role of AI-generated content in modern funnels. Discover the essential elements of successful funnels, learn what to avoid, and get insights into launching and optimizing multiple funnels. Whether you’re a seasoned growth marketer or a newcomer, this episode is packed with valuable takeaways to help you enhance your funnel performance and drive revenue growth.00:00 Introduction to Growth Masterminds00:34 Common Traits of Successful Funnels00:59 Vertical Differences in Funnel Usage02:13 Essential Elements of a Funnel02:27 Tips for Approaching Funnels03:37 What Not to Do in Funnels05:42 The Role of AI in Funnels06:56 Multiple Funnels for Different Audiences10:24 Building Effective Start Landing Pages18:37 Importance of Email Collection21:06 Critical Aspects of Paywalls23:07 Optimal Funnel Length25:11 Geographical Differences in Funnels26:02 Effective User Acquisition Channels27:22 Conclusion and Final Thoughts

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding.What does that mean? Is that a good thing? Bad thing? What are the impacts?In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th. They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers. They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games. Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers.00:00 Introduction to App Monetization00:53 Understanding Waterfall and Real-Time Bidding05:59 Challenges and Changes in Ad Mediation13:15 Impact of Bidding on Revenue and CPMs14:50 The Impact of Performance and Revenue Distribution15:17 Transparency in Ad Auctions15:56 AppLovin's Dominance and Mediation16:30 The Shift from Ad Monetization to User Acquisition20:32 Segmentation and Ad Experience23:15 Expanding Ad Audiences in Mobile Games26:19 The Future of E-commerce Ads in Gaming29:26 Conclusion and Final Thoughts

Can you trust your growth data?Bottom line … can you trust the data you use to grow?This is a special LIVE episode of the Growth Masterminds podcast. We’re live on LinkedIn, YouTube, and Facebook.We're here to answer a critically important question- When Meta says you got 20,000 installs ... can you trust it?- When Google says that … can you?- How about TikTok?- Or any other partner?We’re not talking about deliberate deception of courseWe’re talking about modeling- AEM- ADC- The new ICM on GoogleIs it accurate?Because the problem we’re seeing is thatThere are massive discrepancies - Between ad network data- App Store Connect- SKAN- First-party data- MMP data?We’re going to dive into this today and solve it (!!!) with the help of some very special guests.- Hannah Parvaz - App marketer of the year - Leads Aperture agency- Sara el Bachri - Sara is a gaming growth consultant - Former Gameloft UA manager - Leads SHAMSCO, her agency- David Vargas - UA consultant - UA manager for Splitmetrics - Partnership manager for Acorns- Eran Friedman - Cofounder and CTO at Singular - Serial entrepreneur - Eran is a very unusual CTO … he is talking to customers in person, live, or on Slack basically every single day, so he's super in tune with what's going on ...

AI is changing everything in marketing. Targeting, measurement, creative, content, budgets, optimization ... everything.In this Growth Masterminds host John Koetsier welcomes Lior Elden, COO of Moburst. They chat about how AI is revolutionizing the landscape of mobile marketing. Learn about the latest integrations of AI with cloud systems that allow marketers to directly interact with their data, addressing questions like campaign effectiveness, ad performance, and creative longevity. Dive into stimulating conversations on the role of AI in analysis, creative messaging, content creation, budget optimization, and targeting. Discover insights on customized AI applications, the evolving measurement ecosystem, and the exciting potential of personalized marketing strategies. Don't miss this comprehensive overview of how AI is shaping the future of mobile marketing.00:00 Introduction: The Impact of AI on Mobile Marketing00:31 The Shift in Search Behavior Due to AI01:23 Optimizing Marketing Strategies with AI02:20 AI in Campaign Analysis and Data Democratization09:21 Creative Uses of AI in Marketing13:00 AI-Driven Messaging and Content Creation18:19 Budget Optimization with AI21:26 Targeting and Audience Segmentation with AI25:09 The Future of AI in Marketing Teams27:44 Conclusion: Getting Started with AI in Marketing

What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about:- Safari’s advanced fingerprinting protections and expanded link tracking prevention- Apple’s on-device AI and privacy-preserving features- The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attributionThere are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers.00:00 – Introduction & what’s new at WWDC 202500:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview00:49 – Safari: Advanced fingerprinting protections01:10 – Blocking fingerprinting APIs and suspicious scripts01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)02:18 – Impact on marketers and web-to-app flows03:07 – Apple’s on-device AI and privacy-preserving features03:32 – Live translation, call assist, and visual intelligence03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing04:41 – Overlapping re-engagement windows explained05:04 – Configurable attribution windows (per network, interaction, global)06:07 – Attribution cool down periods for installs and re-engagement08:08 – Country codes in postbacks for better geo-targeting08:58 – Easier AAK testing for developers09:41 – Industry adoption challenges for AAK and SKAN10:34 – Google, Meta, TikTok, Snap: current attribution solutions11:48 – Final thoughts & call for feedback#wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

How do you unlock insights from all your creative to make your ads work better? Singular's releasing Creative IQ for AI-powered insights to make your creative optimization even better, helping you drive huge performance gains.In this Growth Masterminds host John Koetsier chats with the product manager leading development of Creative IQ, Lisi Gardiner. They discuss the key challenges markers face with ad creative, the incredible responsiveness of the new Creative IQ gallery view, how Creative IQ enhances creative data analysis, and the power of AI tagging to optimize ad performance. You'll also see how how Creative IQ helps marketers enhance cross-functional collaboration, maximize ROI with detailed, AI-driven insights, and generate unstoppable creative growth. Tune in for an in-depth look at how this revolutionary tool is set to transform creative marketing in 2025 and beyond.00:00 Introduction to the New Gallery View00:37 The Evolution of Creative Testing01:27 Understanding the Problem04:15 Creative IQ Features and Benefits08:22 AI Tagging Explained12:35 Creative ROI and Gallery View14:07 Cross-Functional Collaboration14:57 Early Feedback and Future Plans18:05 Conclusion and Final Thoughts

Should you be making web funnels for your mobile apps? In this episode of Growth Masterminds, host John Koetsier chats with Igor Lyubimov, CEO of web2wave about the benefits of web funnels for mobile apps. Igor explains how web funnels can significantly improve app revenue through better conversions, higher lifetime value (LTV), and more efficient marketing strategies. They dive into the intricacies of setting up effective web funnels, optimizing them for different app categories, and the role of platforms like Meta in achieving these goals. Igor also highlights the common pitfalls and best practices in creating high-converting web funnels.00:00 Introduction to Web Funnels01:01 Understanding the Benefits of Web Funnels02:02 Challenges and Solutions in Web Funnels03:51 Optimizing Marketing and Attribution07:51 Expanding Revenue Opportunities13:17 Practical Tips for Small Startups16:26 The Role of Meta in Web Funnels21:16 Connecting Web to Mobile26:56 Key Features of a Good Web Funnel35:20 Exploring Different Verticals39:10 Conclusion and Final Thoughts

Does smart contextual data in CTV produce insane results? Host John Koetsier chats with Upwave's Chris Kelly about new research on CTV targeting and measurement that is showing some massive boost when you target ads to actual video content.Chris explains the effectiveness of contextual targeting in increasing awareness, ad recall, and favorability, citing impressive case studies such as Carl's Jr.'s success. We also talk about the challenges and strategies of connecting performance branding with performance marketing, offering insights into measuring the real impact of brand advertising on future sales and customer lifetime value. If you're a growth marketer looking to optimize your CTV ad campaigns, this episode is packed with valuable insights and practical advice.00:00 Welcome to Growth Masterminds01:07 Understanding Contextual Targeting in CTV03:51 Measuring Brand Outcomes with Contextual Targeting09:04 Performance Branding vs. Performance Marketing12:47 The Importance of Brand Building for Businesses16:43 Connecting Brand Metrics to Sales21:58 The Role of Advertising in Consumer Behavior25:09 Conclusion and Final Thoughts