Apptivate: App Marketing Explained

Andre Kempe is the CEO of Admiral Media, a performance marketing agency based in Europe. He returns to Apptivate to discuss the role of AI in creative development for mobile app marketing campaigns. Find out what types of apps can leverage AI in their ads, where the human touch still outperforms the machine, and where AI makes the biggest impact from a mobile marketing standpoint.Questions Andre answered in this episode:Tell us about what Admiral Media does and who you serve.As you’re integrating AI into the creative development process for clients, what were some of the surprising challenges your team encountered?How do you decide when to use a particular AI tool versus a person?What quality and branding assurances do you have in place when developing creatives with AI for clients?Can you quantify how much faster the production of creative variation has become by integrating AI into your workflow?Are there any changes to your process that have had a meaningful impact on ad campaign performance?What types of developments in AI are you most eagerly anticipating when it comes to creative development?Timestamp:1:20 About Admiral Media5:36 Challenges working with AI in creative ad development7:43 Quality control when working with AI tools11:30 How much faster is creative production with AI, really?14:00 The greatest AI advantage15:15 Where AI needs progress in ad productionQuotes:(9:58-10:04) “AI, from my perspective and what I’ve seen so far, is really not where it should be for big brands.”(13:19-13:35) “The time saved with AI is good for sure, but it’s not that much that it’s replacing people easily, because having a human touch to a creative, from what we see so far, is still outperforming on the channels.”Mentioned in this episode:Andre Kempe’s LinkedInAdmiral Media

Daniel Lupu is the Senior Marketing Manager at Skyscanner, a search engine for deals on flights, hotels, and car rentals serving 110 million users monthly. In this episode, Daniel shares lessons and results from the tests he’s run. He discusses his team's approach to navigating SKAN, the creative strategies they’ve implemented, and his observations of the relationship between paid and organic search ads on Apple.  Questions Daniel answered in this episode:What is Skyscanner, and what do you do for them?How did your background shape your growth at Skyscanner?What prompted your move into the app marketing space?Can you walk us through your app growth strategy?How do you evaluate success in UA campaigns? What are you optimizing for?What are some tips for getting the best flight?What’s been your approach to navigating SKAN and ATT on iOS? Have you made any creative or strategic shifts to improve performance there?How do paid and organic search on Apple Search Ads influence each other?How do you manage budget allocation and campaign planning for peak travel times?What recommendations do you have for visiting London?Timestamp:0:54 Intro to Skyscanner and Daniel’s role1:27 Daniel’s background4:41 Driving user acquisition in the travel industry8:05 How to find flight deals9:35 Data points beyond SKAN12:23 Insights from their ASA test on paid and organic13:55 Creative testing17:16 Adjusting for seasonality18:20 Lessons learned and solid advice20:50 What to do in LondonQuotes:(18:20-18:41) “I have learned not to make assumptions based on previous learnings. Just because something worked in a certain manner at some point in the past, it doesn’t mean that we’ll see similar behavior from that particular audience or from that particular campaign the next time we run it.”(19:00-19:30) “Don’t try to have the perfect measurement framework. If you think about it, tracking was different back in the day; now it has a lot of challenges, and I don’t think that’s going to improve anytime soon. So if you want to scale, you have to have some solid, valid assumptions and go ahead without having full visibility of your performance.”  Mentioned in this episode:Daniel Lupu’s LinkedInSkyscanner’s app

In this episode, we chat with Luca Stefanutti, the Director of Growth at adidas Running, the fitness app formerly known as Runtastic. They touch on the app’s role within the larger brand, key performance metrics, implementing new insights within large teams, and Luca’s point of view on some of today’s hottest app marketing topics, like AI, creatives, and the relationship between incremental and organic traffic.Questions Luca answered in this episode:What is Runtastic and what is your role there?How has your background informed your role today?What role does adidas Running play in the brand’s larger digital ecosystem?What key metrics does your team look at when evaluating performance?Can you tell me about an experiment you ran that had surprising results?How do you put the insights you gain from experiments into action?How are you going about personalization in a cookieless, post-IDFA world?What trends are you watching that you think will shape the future of app marketing?Timestamp:0:47 Intro to adidas Running3:10 Luca’s background5:20 The role of adidas Running for the larger brand7:35 Key metrics10:30 Surprising learnings13:00 Implementing new insights into action15:04 Creative strategy for growth & UA17:30 Personalization in a post-IDFA world19:48 Thoughts on current app marketing trends25:58 What to do in Austria for a few days?Quotes:(12:30-12:45) “I think the learning here is that you generally have one core value proposition for your app. Don’t forget about it with all the extra features. Just make sure you connect people to the core value.”(13:45-14:02) “In terms of growth, picking one person from relevant teams to form a cross-functional squad will make sure that all your ideas are developed and spread around.” Mentioned in this Episode:Luca Stefanutti’s LinkedInadidas Running

In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam’s teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this episode, you’ll learn about the evolution of Uber’s regional marketing teams and how they merged into a single global team. You’ll also hear about their work to refine their localization strategies and the balancing act between brand and performance marketing goals.Questions Liam answered in this episode:How has your team’s strategy evolved over time?What were some of the challenges your team faced when transitioning from a regional marketing team to a global one?Do you have any advice for other marketing leaders facing similar challenges?How does your team work together to ensure they are nailing the intricacies of different geographies?How do you approach new and innovative technologies while still focusing on the fundamentals of marketing?How do you balance long-term brand equity with the need for immediate growth?What predictions do you have for the mobile marketing industry in the next 3 or 4 years?How do you stay up-to-date within the industry?How should brands be thinking about scaling in a privacy-first world?Timestamp:0:35 Liam’s role at Uber1:57 Marketing as one global team7:55 Nailing the basics: Liam’s POV11:32 Balancing brand and growth14:00 AI & critical thinking16:37 Keeping a varied media diet18:23 Scaling in a privacy-first world19:48 What to do in AmsterdamQuotes:(3:05-3:13) “This scaling of a global approach (away from an EMEA approach) is really how we saw scaled and created impact on a level that we hadn’t before.”(12:22-12:41) “We know and see firsthand that there is definitely a close relationship between brand and growth. If brand is doing well, it’s no surprise that we see stronger results as well, and conversion rates and impression levels pick up. But understanding exactly what drives one another and how to optimize that is part of the journey we’re on at the moment.”Mentioned in this Episode:Liam Branaghan’s LinkedInUber Eats

There are a lot of data sensitivities when it comes to marketing in the healthcare and wellness space. This week on Apptivate, we speak with Kevin Bell, the Performance Marketing Lead at Mochi Health, about navigating Facebook’s recent changes to events for advertisers in these industries. Kevin gives you the background on the platform’s changes, and how his team adapted their marketing strategy to meet Facebook’s new criteria under HIPAA compliance. You’ll also learn about the limitations of marketing creatives and how they’re leveraging AI to optimize their campaign performance and grow.Questions Kevin answered in this episode:Can you share what Mochi Health does and the value it provides to its consumers?What are some of the challenges you face in your role as Director of Performance Marketing for a platform in the healthcare space?Can you give us a sense of your media mix?What’s happening with the change of Facebook events for health and wellness businesses?How much of a heads-up did Facebook give you?How did you adapt your marketing strategy?What’s the impact of this change on the performance of your campaigns?Can you tell us a little about the limitations of creatives for your platform and how you optimize them for a platform like Facebook?What predictions do you have for this upcoming year at Mochi Health?Timestamp:0:56 What does Mochi Health do?2:19 Challenges in healthcare marketing4:08 Facebook’s event changes for health and wellness industry advertisers6:19 How to adapt your marketing strategy for Facebook events7:57 How has this impacted campaign performance?8:43 Constraints on creatives in the healthcare space9:55 Optimizing creatives with an internal AI tool13:08 What’s coming up for Mochi HealthQuotes:(4:34-4:58) “Facebook reached out to a number of companies that were in the health and wellness space and basically told them that we were no longer able to optimize our campaigns off of any type of purchase event, add-to-cart event, customer registration – basically any event that wasn't a ‘page view’. And obviously, that's quite concerning because for all advertisers, if you ever run money on Facebook, you know that optimizing for anything that's not your goal is not going to get you anywhere.”(6:49-6:58) “The idea is you want to make sure that you’re not sending Facebook any details towards who is a person that has actually made a purchase because by doing so, you’re walking into potential HIPAA compliance issues.”Mentioned in this episode:Kevin Bell’s LinkedInMochi Health

In this episode of Remerge’s Apptivate podcast, we chat with Yoni Nijober, the Director of Partnerships at exmox, a platform that helps mobile gaming companies scale their user base through engagement-driven, rewarded user acquisition. You’ll learn why rewarded UA used to have a bad reputation, how it’s evolved, the benefits of working with a rewarded UA network for certain mobile games, how to pick your rewarded UA partner, and much more.Questions Yoni answered in this episode:Can you give us the quick exmox pitch and tell us about what you do there?What does your day-to-day look like?What makes exmox different from other rewarded platforms?Why did rewarded UA have a bad rep five years ago and what’s changed now?Are there certain kinds of games that see better results with rewarded UA?What are common mistakes to avoid when getting started with rewarded UA?Do marketers give you a ROAS target, or are there other data points?What should advertisers look for when choosing a rewarded platform to work with?How do you think rewarded UA will change in the coming years?How do you stay on top of the changes in your industry?What’s exmox excited about for the coming year?Timestamp:0:22 About exmox and Yoni’s role3:19 What sets exmox apart from other rewarded UA providers6:15 Why rewarded UA used to have a bad reputation8:42 What types of games have the best results with rewarded networks9:48 Common mistakes to avoid getting started with rewarded UA12:27 Benefits of working with rewarded networks14:15 What to look for in a rewarded partner18:46 Working with rewarded networks21:56 How to spend a weekend in HamburgQuotes:(4:40-4:50) “We found after years of trying and testing that reward flows work the best when you can really engage your users for a long period of time.”(8:45-9:03) “Most rewarded networks prefer the games that have a higher IP share, mostly because it means you can leverage those reward flows way better. It’s also a matter of how much money a gaming company can pay per user.”Mentioned in this episode:Yoni Nijboer’s LinkedInexmox

Joshua Javaheri is the CEO and founder of Lucky Day, the mobile entertainment company behind games like Bingo Stars, Solitaire Royale, and Blackjack Royale. In this episode, Joshua shares his story and the strategies behind Lucky Day’s success – from concept, creation, and the development of their flagship titles, to the hard lessons he’s learned along the way.Questions Joshua answered in this episode:What inspired you to create Lucky Day?How long did it take to create your app?How do you find high-quality users and how do you keep them engaged?How do you collect customer feedback?And how do you work on improving your product?How are you reaching new audiences globally? Are you anticipating any challenges?How do you retain customers?How is Lucky Day leveraging technology to stay ahead of the curve?Looking back on college, did you think you’d be here now?What advice would you give kids interested in getting into mobile gaming?What’s one lesson at Lucky Day that surprised you the most?Are there any books or people who have influenced you?Timestamp:0:57 Lucky Day’s origin story3:30 Launching Lucky Day5:43 Presenting your app to keep users engaged6:51 How Joshua listens to customer feedback7:56 Keeping content fresh in mobile games9:24 Retention, retention, retention11:45 Thinking about the future15:51 Reflecting on the journey and mistakes17:00 Advice to aspiring mobile game founders28:20 Influencers to Joshua29:43 Offer to mentorQuotes:(6:12-6:23) “We try the best we can to give players a glimpse into all the awesome things they can unlock as they progress – but that’s what it’s all about. It’s about continuously evolving the experience as a player progresses through their journey.”(10:12-10:18) “A player should never have an issue when they launch your product. It should always open as quickly as possible and be issue-free. Retention starts with quality.”(15:28-15:36) “If you give a customer something they love, people will spend money. It’s not hard. It’s more like building something they love that’s hard.”Mentioned in this Episode:Joshua Javaheri’s LinkedInLucky Day

Aaron Diaz is the Manager of Mobile User Acquisition at 2K, the American video game publisher behind NBA 2K, Borderlands 2, and other popular role-playing, sports, and strategy games. In this episode, Taylor quizzes Aaron on his keys to UA success across the big titles he’s worked on over his career, including how he reached 10,000 users in less than 24 hours for the soft launch of a new game.Questions Aaron answered in this episode:Can you tell us about the game you recently did a soft launch for and some of its unique challenges for you and your team?What was your strategy to get 10,000 users within 24 hours?How would you approach reaching 10K users differently if you had a month?How do you work with other teams to determine the KPIs of success for any launch?What works with testing new channels?How do previous launches help inform future launches for different types of games?How do you define success in the very early stages of testing?Are you using AI to do anything at work today?What’s something you wish someone would have told you about UA earlier in your career?Are there any new channels that you’re thinking about?How do you keep up with the industry?Timestamp:0:53 Getting 10k users within 24 hours5:10 Aligning KPIs with other teams6:04 The key to testing new channels8:14 The best way to learn from past launches9:24 Defining success for game launches10:50 How are you using AI?12:04 Advice to emerging UA marketers13:21 Placing bets on CTV15:39 Staying on top of the mobile industry17:55 What Aaron predicts for 202521:08 What to do in the East San Francisco BayQuotes:(8:51-9:00) “At the end of the day, experience is the best teacher. You’re not really going to learn a lot until you actually get your foot in the door running campaigns.” (12:09-12:13) “Don’t put too much pressure on yourself and don’t be afraid if you don't see results right away.”(12:31-12:47)  "UA is almost like gambling. You make an estimate of what's going to work for you. You don't necessarily have the answers 100% of the time, but using data, you can make the assumption that this campaign is going to work in the long run if you put a little spend on it."Mentioned in this Episode:Aaron Diaz’s LinkedIn2K Games

As the founder and CEO of Yodel Mobile, an international app marketing agency based in London, Mick Rigby brings over 20 years of experience in the industry. In this episode, Mick shares his insights on the evolution of mobile marketing and his approach to today’s greatest industry hurdles, from creative development and AI, to testing channels and diversifying your marketing mix. Mick also highlights the key challenges in retaining user engagement in the competitive app market and what he’s looking forward to in 2025.Questions Mick answered in this episode:What’s your perspective on the evolution of the mobile marketing industry over the last two decades?What are you seeing in terms of trends in creative styles?How is AI positively impacting your customer base?How do you think about diversifying ad spend for a customer? What portion of it is going to self-attributed networks and programmatic? And where do you see that changing in the future?How long do you give a channel before you pull the plug?What’s your opinion on retention tactics?What predictions do you have for the mobile marketing industry in 2025?Timestamp:1:30 About Yodel Mobile4:00 The evolution of mobile advertising8:55 AI in creative development12:42 Strategies for diversifying ad spend14:39 When to pull the plug on a channel16:55 Mick’s view on retention18:42 A look ahead at 2025Quotes:(5:05-5:27) “Millennials are opening 30-plus apps a day, and it’s become an essential part of access to digital information and media support, certainly for that particular target audience; and then the older audiences, like myself, rely very heavily on apps now. So they’ve become integral to the way we live.”(7:34-7:46) “Now, creatives have become as important as perhaps they were 15-20 years ago in the digital environment, where the creative actually drives the compelling message to get people to download.”(10:49-11:08) “ We're seeing a lot of businesses start using AI to help with keyword metadata management for ASO. Now, I think it's a good way of short-cutting that process. The challenge though, is that a lot of the direction that AI takes us in is very similar for everybody.”Mentioned in this Episode:Mick Rigby’s LinkedInYodel Mobile

Remerge presents Apptivate Live – a podcast filmed on stage at the recent App Promotion Summit in Berlin. This episode features Pan Katsukis, the CEO & co-founder of Remerge, and guest, Oğuz Ayar, who leads growth and user acquisition for Voodoo, a Paris-based developer of world-renowned apps and mobile games. In the chat, they cover how to set up and optimize your mobile ads for both UA and retargeting campaigns.Questions Oğuz answered in this episode:Tell us about your background with mobile games and non-gaming apps.What’s a go-to framework that game and app developers can use to set up a UA strategy?How easy or difficult is it to get set up with an MMP?What’s the next step after getting set up with an MMP?How do you figure out what budget you’ll need for a specific advertising channel?What’s your approach to optimizing ad campaigns?How do you integrate retargeting and what are you trying to achieve?Timestamp:4:00 Introduction to Oğuz Ayar8:30 Why you need an MMP13:46 Choosing channels for your UA framework17:17 The metrics that count21:25 Estimating budgets for testing channels23:50 Optimizing and testing creatives for mobile ad campaigns35:00 Considerations for retargetingQuotes:(8:31-8:47) “The bedrock of the whole operation, from the product to marketing to everything else, is going to be how you set up your data structure and business intelligence structure – and that’s going to fall back down to what’s your MMP.”(20:00-20:28) “My point is CPI has never been critical, really, especially as a target. As a metric itself, yes, of course, it is something that we need to keep an eye on. But, all that matters in the end is the value you're getting for every dollar you spend. And like I said, this is going to change based on what creatives you're using, campaign type, channel, etc."Mentioned in this Episode:Oğuz Ayar’s LinkedInVoodooApp Promotion Summit - Berlin