Growth Masterminds: mobile growth podcast

Mobile marketers can live with many of the deficiencies of SKAdNetwork: lack of granularity, lack of immediacy, lack of data richness. But they can't live without predictability. Predictability enables confidence in campaigns and massive capital deployment. BUT ... Mobile growth experts have had major challenges making SKAN predictable. As many as 90% of mobile marketers can't get what they need out of SKAdNetwork. In this episode of Growth Masterminds, we chat with Singular CTO Eran Friedman, who has worked with many massive clients on SKAN and iOS campaigns, on how to achieve predictability with SKAdNetwork.

There's been a ton of change in adtech in 2021. I'm not even sure we know precisely what an ad network is anymore, but we're certainly seeing the rise of a set of new titans of adtech in mobile, companies like Liftoff+Vungle, ironSource, Unity, Applovin, Digital Turbine, and InMobi. What's driving the growth? Is it good for mobile marketers? And, what should we expect from mobile adtech companies in 2022? To dig into all these questions, we chat with the CEO of Liftoff, Mark Ellis. Of course, since the merger with Vungle, he's now the CEO of Liftoff+Vungle, or whatever they're going to call the new company, Mark's not just the CEO, he's also the founder, and has a deep history in adtech and mobile. NOTE: This episode of Growth Masterminds is cross-posted from another podcast: TechFirst by John Koetsier.

If you’re doing mobile marketing on iOS, you pretty much have to use Apple’s SKAdNetwork. But SKAN has serious issues, including privacy-focused censorship thresholds: You don’t get all the data, so you can’t determine device-level granular marketing performance. That means you can’t get great ROAS and ROI data ... and that makes optimizing advertising hard. Now, there might be a solution using data science and machine learning to model the missing conversions and re-surface the missing data. To check it out, we’re chatting with Singular product manager Evyatar Ram.

What can we learn about the future of mobile from China? The Chinese mobile market is the largest on the planet, and has uniquely Chinese characteristics: super apps, social livestream shopping, key opinion leaders and fan economies, and more. In this episode of Growth Masterminds, we chat with Moonie Zhu, co-founder of ETOC (E-commerce to China) about the Chinese market, how to enter it, what's different, what we can learn from it, and more ...

We chat with InMobi CEO Abhay Singhal on Epic vs Apple, IDFA and iOS 14.5, and especially the company's new InMobi Telco on-device platform. "There are over 800 telcos in the world and each one, if you talk to them today, has an ambition of becoming a large media company," Singhal says. We're seeing on-device ad platforms achieve significant success, with companies like ironSource Aura, AppNext, and Digital Turbine scoring very high on the 2021 Singular ROI Index. Most of them include on-device app discovery via a persistent experience on new devices and a set-up wizard upon activation. They can tie into the home and/or lock screens, and offer live updates on new apps to try. We also chat about IDFA and iOS 14.5, the Epic Games vs Apple legal settlement impacting third-party payment options on iOS, and much more ... 0:00 On-device app discovery 3:10 Lock screen and home screen ads 5:09 Telcos as media companies 8:11 Custom version of Android? 9:32 iOS 14 and IDFA 14:40 Apple vs Epic Games

Monetization and retention can seem like the opposite ends of a continuum ... a zero-sum game where focusing on monetization kills retention. Not necessarily, says AppLike CEO Jonas Thiemann. AdJoe, one of their brands, has a unique ad placement that earns players money for installing and playing games they're interested in ... including the game they saw the ad in. He says it's the perfect balancing of incentives between users, publishers, and advertisers, and that's why 80 out of the top 100 grossing apps on Android are using AdJoe, users are making $20-20 a month, and some publishers are taking home six-figure paydays daily.

First-party data? Content fortresses? Incrementality? 2020 was crazy for everyone. 2021 is crazier for mobile marketers, who are facing complete disruption in how they keep score, measure success, and report on growth. Attribution's not gone, but it is changing. You still get some last-click data in iOS with SKAdNetwork, and of course on Android, but it's less clear, less direct, and -- for Android -- probably not long-lived. What other data do you have to measure the impact of your marketing? That exactly what we chat about with Tinuiti's Liz Emery ... possibly the smartest agency-based marketer. We chat about iOS 14.5, Android 12, Facebook AMM (advanced mobile measurement) deprecation, opportunities, media mix modeling, incrementality, first-party data, mergers & acquisitions, and much, much more. We end with this: what will remain true in marketing ... regardless of technology, data, and regulation changes? 0:00 Everything is broken 1:49 Attribution + more data 5:04 In-app analytics for marketers 6:28 Historical data for marketers 8:28 Flight to Android? 10:39 Facebook Advanced Mobile Measurement (AMM) 14:02 Android app set ID and more 16:19 First party data 18:12 Mergers & acquisitions & content fortresses 22:06 Owned media, lifecycle marketing, social 23:52 Agencies and mobile marketing 27:37 Liz rocks

We’ve had more billion-dollar adtech acquisitions in the first quarter of 2021than in the previous several years combined, according to LUMA. What’s going on? Could it be … all the talk of third-party cookie deprecation? The reality of the IDFA apocalypse? New levels of competition? Changing marketing channels and opportunities? Or … a new emphasis on platform services and first-party data? We’re going to find out. Vungle is part of this acquisition frenzy. Vungle has acquired no fewer than 4 companies in the past 9 months, including, most recently, JefFuel, an influencer marketing platform. Today we’re chatting with Vungle’s SVP of Revenue, Scott Silverman, about why.

Many mobile marketers are less than happy with Apple's new iOS 14.5 and SKAdNetwork, Apple's privacy-safe mobile advertising attribution framework.  But developers and publishers of kids' apps are not among them. In fact, SKAdNetwork might just be the best thing that's happened to kids' apps. Now, as Kidoz co-CEO Eldad Ben Tora says, marketers can actually do user acquisition at scale for kids' apps. And publishers can monetize safely via ads. In this podcast ... 0:00 Intro 0:44 Kids' apps market size 5:17 What is Kidoz? 11:38 User acquisition for kids apps 15:01 Marketing to kids vs parents 17:38 Monetization of kids' apps 23:06 Integration with Singular 25:00 Why focus on kids?

Now.gg is launching a new cloud gaming service. And while there are dozens of startups and giant tech companies doing the same, Now.gg is from Bluestacks, which has over 500 million users play Android games on the web. Now gaming is moving to the cloud. And that means huge changes for marketers and user acquisition specialists. While it's early days, being able to market a game by sharing a link that someone can start playing a game with instantly is an entirely different ball game than marketing an Android or iOS app. In this episode of Growth Masterminds (check out the audio podcast!) I chat with Ben Armstrong, a Bluestacks and Now.gg VP, about the new service, about what it means for mobile, and about how marketers can take advantage of it. Check the video here: https://www.youtube.com/watch?v=hXJmxzOOaFk Check the story here: https://www.singular.net/blog/cloud-gaming-user-acquisition/