It’s the last dance. For the last time on Mobile Heroes Uncensored, John &amp; Peggy are chatting about mobile growth, mobile success, and mobile challenges. In this episode, we chat about our favorite episodes, a few of our favorite guests — there’s no way we could talk about all of them — and the places they come from, and the topics they shared. It’s been 76 shows. Thank you all for the ride, and see you around social media and on many other podcasts that both Peggy and I still on.

It’s the last dance. For the last time on Mobile Heroes Uncensored, John &amp; Peggy are chatting about mobile growth, mobile success, and mobile challenges. In this episode, we chat about our favorite episodes, a few of our favorite guests — there’s no way we could talk about all of them — and the places they come from, and the topics they shared. It’s been 76 shows. Thank you all for the ride, and see you around social media and on many other podcasts that both Peggy and I still on.

The last dance

Apologies, but we liked Brazil so much we stayed (virtually, of course). In this Mobile Heroes Uncensored, we chat with Guilherme Braz, Acquisition Senior Director at Mercado Libre, an e-commerce and fintech leader in Latin America. While he’s got great experience in mobile -- having worked at Wildlife Studios previously -- in another life he was a Bain consultant. And Gui, as he likes to be called, brings the kind of intellectual rigor you might expect from Bain to his marketing. We discuss Brazil, mobile marketing today, incrementality and media mix modeling, App Tracking Transparency, and so … much … more! Timestamps 0:00 Guilherme Braz, acquisition at Mercado Libre 7:15 Start with the problem 9:50 Brazil and super apps 13:15 Re-engagement in mobile apps 14:45 Incrementality 19:45 Attribution and incrementality 26:00 Least censored opinion about mobile marketing

Apologies, but we liked Brazil so much we stayed (virtually, of course). In this Mobile Heroes Uncensored, we chat with Guilherme Braz, Acquisition Senior Director at Mercado Libre, an e-commerce and fintech leader in Latin America. While he’s got great experience in mobile -- having worked at Wildlife Studios previously -- in another life he was a Bain consultant. And Gui, as he likes to be called, brings the kind of intellectual rigor you might expect from Bain to his marketing. We discuss Brazil, mobile marketing today, incrementality and media mix modeling, App Tracking Transparency, and so … much … more! Timestamps 0:00 Guilherme Braz, acquisition at Mercado Libre 7:15 Start with the problem 9:50 Brazil and super apps 13:15 Re-engagement in mobile apps 14:45 Incrementality 19:45 Attribution and incrementality 26:00 Least censored opinion about mobile marketing

Road Trip Part Deux (still in Brazil)

If the US Postal Service says “neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds,” we add appendicitis! While one of our guests was having emergency surgery (and is now much better!) We soldiered on with ROAD TRIP BRAZIL. In this Mobile Heroes Uncensored, we chat with Christian Gaitan, formerly Performance Lead of Lemon about entering the Brazilian mobile market. Christian chats about market demographics and psychographics, as well as the most significant features and challenges of marketing mobile apps in Brazil Timestamps 0:00 Christian Gaitan from Lemon 3:30 The Brazilian mobile market 9:20 Soccer (or football) and marketing in Brazil 12:30 Best ad channels in Brazil 18:10 Trust and marketing for crypto apps 20:20 Creative optimization in Brazil 22:30 Mobile ad targeting 25:00 Least censored opinion about mobile and marketing

If the US Postal Service says “neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds,” we add appendicitis! While one of our guests was having emergency surgery (and is now much better!) We soldiered on with ROAD TRIP BRAZIL. In this Mobile Heroes Uncensored, we chat with Christian Gaitan, formerly Performance Lead of Lemon about entering the Brazilian mobile market. Christian chats about market demographics and psychographics, as well as the most significant features and challenges of marketing mobile apps in Brazil Timestamps 0:00 Christian Gaitan from Lemon 3:30 The Brazilian mobile market 9:20 Soccer (or football) and marketing in Brazil 12:30 Best ad channels in Brazil 18:10 Trust and marketing for crypto apps 20:20 Creative optimization in Brazil 22:30 Mobile ad targeting 25:00 Least censored opinion about mobile and marketing

ROAD TRIP BRAZIL: winning mobile in the land of samba and Carnival

How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins. This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker with access to huge amounts of data. She’s currently tracking 62 markets: 31 downgraded, 21 upgraded, and 10 stayed the same. But as the global economic outlook suffers, the digital advertising ecosystem is being impacted, she says. The good news: it’s still growing. The bad news: it’s not growing quite as fast. We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023.  Timestamps 0:00 Kate Scott-Dawkins 3:15 Multiple iOS app stores 5:40 6.5% global advertising growth in 2023 8:15 Mobile and CTV are outperforming 10:00 Biggest ad opportunities 13:20 $111 billion in retail media 19:00 TikTok 24:00 Least censored opinion about mobile

How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins. This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker with access to huge amounts of data. She’s currently tracking 62 markets: 31 downgraded, 21 upgraded, and 10 stayed the same. But as the global economic outlook suffers, the digital advertising ecosystem is being impacted, she says. The good news: it’s still growing. The bad news: it’s not growing quite as fast. We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023. Timestamps 0:00 Kate Scott-Dawkins 3:15 Multiple iOS app stores 5:40 6.5% global advertising growth in 2023 8:15 Mobile and CTV are outperforming 10:00 Biggest ad opportunities 13:20 $111 billion in retail media 19:00 TikTok 24:00 Least censored opinion about mobile

Global mobile trends and economic indicators, with GroupM’s global director of business intelligence

How big will streaming TV be for mobile user acquisition in 2023? In this Mobile Heroes Uncensored, we chat with M&amp;C Saatchi Performance managing partner Jonathan Yantz. Our focus: will streaming TV, connected TV, smart TV be a great place to run ads in 2023? CTV is one of the fastest growing ad markets. But it’s fragmented into multiple platforms and multiple services on each platform. How do you address it? How do you measure it? How do you design for it? We chat about this and many more questions as hosts John Koetsier and Peggy Anne Salz dive into CTV with Jonathan Yantz. Timestamps 0:00 Jonathan Yantz, M&amp;C Saatchi Performance  3:01 Streaming TV and advertising 4:50 Targeting and CTV 9:30 Strategies for a fragmented market 15:05 Adapting ads for streaming media 20:50 CTV to mobile app ads 25:50 Least censored opinion about CTV advertising

How big will streaming TV be for mobile user acquisition in 2023? In this Mobile Heroes Uncensored, we chat with M&amp;C Saatchi Performance managing partner Jonathan Yantz. Our focus: will streaming TV, connected TV, smart TV be a great place to run ads in 2023? CTV is one of the fastest growing ad markets. But it’s fragmented into multiple platforms and multiple services on each platform. How do you address it? How do you measure it? How do you design for it? We chat about this and many more questions as hosts John Koetsier and Peggy Anne Salz dive into CTV with Jonathan Yantz. Timestamps 0:00 Jonathan Yantz, M&amp;C Saatchi Performance  3:01 Streaming TV and advertising 4:50 Targeting and CTV 9:30 Strategies for a fragmented market 15:05 Adapting ads for streaming media 20:50 CTV to mobile app ads 25:50 Least censored opinion about CTV advertising

CTV ad spending to outgrow social: chatting with Jonathan Yantz of M&C Saatchi Performance

Does reverse psychology work in ads? Sure, sometimes. And sometimes, just plain old psychology. In this Mobile Heroes Uncensored, we chat with Philippa Layburn, UA manager for Trailmix, the games studio that makes games snackable … yet somehow nourishing. Philippa tells hosts John Koetsier and Peggy Anne Salz about her background in psychology and how that impacts her marketing and advertising, as well as her focus on science and math. We chat about creative winners and losers, Super Bowl ads, A/B testing, and how to come up with truly creative ideas for new ad campaigns. Timestamps 0:00 Philippa Layburn, UA manager for Trailmix 3:30 Merge games 4:45 Art and science in advertising 10:30 Quirky ads: yes or no? 13:00 Hook rate 15:30 Winning vs losing ads 26:00 Least censored opinion about mobile marketing

Does reverse psychology work in ads? Sure, sometimes. And sometimes, just plain old psychology. In this Mobile Heroes Uncensored, we chat with Philippa Layburn, UA manager for Trailmix, the games studio that makes games snackable … yet somehow nourishing. Philippa tells hosts John Koetsier and Peggy Anne Salz about her background in psychology and how that impacts her marketing and advertising, as well as her focus on science and math. We chat about creative winners and losers, Super Bowl ads, A/B testing, and how to come up with truly creative ideas for new ad campaigns. Timestamps 0:00 Philippa Layburn, UA manager for Trailmix 3:30 Merge games 4:45 Art and science in advertising 10:30 Quirky ads: yes or no? 13:00 Hook rate 15:30 Winning vs losing ads 26:00 Least censored opinion about mobile marketing

Love & Pies, broccoli cake, and reverse psychology in ads: chatting with Trailmix

Mobile marketing intelligence can tell you which are the top apps in a category, where your competitors advertise, how they monetize, what ads are working, and which apps that you’re competing with have the highest LTV. It can also reveal emerging trends. In this Mobile Heroes Uncensored hosts Peggy Anne Salz and John Koetsier chat with Stan Minasov, VP of Product for AppMagic. We ask Stan what trend he found first, what trends people have discovered on his platform, and how to use mobile intelligence tools to get an edge on the competition. And, how to avoid what he calls “trap markets.” We also chat about the emerging trend of fake ads. Yes, literally fake ads. Timestamps 0:00 Mobile marketing intelligence 2:00 Stan Minasov, from AppMagic 4:15 Best insight and trap markets 8:40 Ad creative trends 15:20 When you need mobile marketing intelligence 20:15 Fake ads 27:00 Least censored opinion about mobile marketing 28:00 Top three tips for mobile marketers

Mobile marketing intelligence can tell you which are the top apps in a category, where your competitors advertise, how they monetize, what ads are working, and which apps that you’re competing with have the highest LTV. It can also reveal emerging trends. In this Mobile Heroes Uncensored hosts Peggy Anne Salz and John Koetsier chat with Stan Minasov, VP of Product for AppMagic. We ask Stan what trend he found first, what trends people have discovered on his platform, and how to use mobile intelligence tools to get an edge on the competition. And, how to avoid what he calls “trap markets.” We also chat about the emerging trend of fake ads. Yes, literally fake ads. Timestamps 0:00 Mobile marketing intelligence 2:00 Stan Minasov, from AppMagic 4:15 Best insight and trap markets 8:40 Ad creative trends 15:20 When you need mobile marketing intelligence 20:15 Fake ads 27:00 Least censored opinion about mobile marketing 28:00 Top three tips for mobile marketers

Fake ads and mobile marketing intelligence, with AppMagic’s Stan Minasov

In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not. We also talk about diversification of ad spend, and how Bicego ensures that she is always able to take advantage of opportunities to go viral. We chat about metrics that she uses to keep on track, and we also talk about taking time out — in her case to have a child — and then coming back stronger than ever. Timestamps 0:00 Gessica Bicego, CMO of Paired 5:45 3 ways to 4X revenue 7:30 User-generated content in ads 11:25 Finding influencers 13:55 How to hit home run ads 16:30 Blended metrics for modern UA 19:20 Taking a year off 24:15 Gimmicky creatives in ads 27:55 Brand marketing for performance marketers 32:00 Most uncensored opinion about mobile marketing

In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not. We also talk about diversification of ad spend, and how Bicego ensures that she is always able to take advantage of opportunities to go viral. We chat about metrics that she uses to keep on track, and we also talk about taking time out — in her case to have a child — and then coming back stronger than ever. Timestamps 0:00 Gessica Bicego, CMO of Paired 5:45 3 ways to 4X revenue 7:30 User-generated content in ads 11:25 Finding influencers 13:55 How to hit home run ads 16:30 Blended metrics for modern UA 19:20 Taking a year off 24:15 Gimmicky creatives in ads 27:55 Brand marketing for performance marketers 32:00 Most uncensored opinion about mobile marketing

Acceptable unprofitability? How Paired manages ad spend to hit home runs

Bootstrapping is great. Especially when you’re getting a suitcase full of awards for your app. In this episode of Mobile Heroes Uncensored, we’re chatting with the founder of Rootd (pronounced “rooted”), Ania Wyshocka. Rootd is an app for people who suffer from anxiety, stress, and panic attacks, and in a classic entrepreneur story, Ania built a product based on her own experiences. In the process, she’s earned a Developer Spotlight by Apple, a “30 Under 30” win, and a selection to "Canadian Woman in Tech you Should Know." Now of course, inevitably, she’s looking to paid acquisition to take her app to the next level. Hosts John Koetsier and Peggy Anne Salz chat with Ania about her journey, her choices, her revenue model, and her approach to personalization and segmentation. Timestamps 0:00 Meet Ania Wyshocka 2:55 The Rootd app 4:45 Bootstrapping to 2M users 10:50 Revenue model: subscription 15:30 Prioritizing features 17:15 Personalizing your app 21:50 Moving to paid acquisition 25:40 Least censored opinion about mobile

Bootstrapping is great. Especially when you’re getting a suitcase full of awards for your app. In this episode of Mobile Heroes Uncensored, we’re chatting with the founder of Rootd (pronounced “rooted”), Ania Wyshocka. Rootd is an app for people who suffer from anxiety, stress, and panic attacks, and in a classic entrepreneur story, Ania built a product based on her own experiences. In the process, she’s earned a Developer Spotlight by Apple, a “30 Under 30” win, and a selection to "Canadian Woman in Tech you Should Know." Now of course, inevitably, she’s looking to paid acquisition to take her app to the next level. Hosts John Koetsier and Peggy Anne Salz chat with Ania about her journey, her choices, her revenue model, and her approach to personalization and segmentation. Timestamps 0:00 Meet Ania Wyshocka 2:55 The Rootd app 4:45 Bootstrapping to 2M users 10:50 Revenue model: subscription 15:30 Prioritizing features 17:15 Personalizing your app 21:50 Moving to paid acquisition 25:40 Least censored opinion about mobile

Starting with the product: How Rootd bootstrapped to 2M users

What mobile game literally has a tombstone in one of its promo images? A super-successful one, actually: BitLife, which has tens of millions of installs and millions of reviews. In this Mobile Heroes Uncensored, we chat with BitLife maker Candywriter. Specifically, with VP Gabby Bradford Pigott. Our focus: mashup games: what drives success, and what works best for ad-based monetization. We also chat about ad partners, managing waterfalls, and balancing user experience and monetization. Timestamps 0:00 Sim games 2:05 Gabby Bradford, VP at Candywriter 3:55 BitLife 9:00 What would you change? 10:05 Balancing UX and monetization 14:45 Rewarded video ads 18:20 Good old fashioned banner ads 22:20 Tips for picking ad networks 24:00 Waterfall optimization

What mobile game literally has a tombstone in one of its promo images? A super-successful one, actually: BitLife, which has tens of millions of installs and millions of reviews. In this Mobile Heroes Uncensored, we chat with BitLife maker Candywriter. Specifically, with VP Gabby Bradford Pigott. Our focus: mashup games: what drives success, and what works best for ad-based monetization. We also chat about ad partners, managing waterfalls, and balancing user experience and monetization. Timestamps 0:00 Sim games 2:05 Gabby Bradford, VP at Candywriter 3:55 BitLife 9:00 What would you change? 10:05 Balancing UX and monetization 14:45 Rewarded video ads 18:20 Good old fashioned banner ads 22:20 Tips for picking ad networks 24:00 Waterfall optimization

Cradle to grave, literally: success in sim games with Candywriter

Mobile marketing insight from user acquisition heroes as you've never heard them before. Featuring world-class pros from brands like Bumble, Sam's Club, Babbel, MoneyHub, Gameloft, Wooga, Playstudios, and more!We feature the best and brightest in mobile marketing in their best, worst, and funniest moments. We play games, give away Bitcoin (maybe!) and generally have a good time.Brought to you by Liftoff. Hosted by John Koetsier and Peggy Anne Salz.

If segmentation sparks joy in your life you might need to get fitted for a straitjacket. Or maybe you’re just super passionate about mobile marketing, engagement, monetization, and retention. We think the latter applies to Geoff Hladik, who leads revenue and growth at FlipaClip. At least we hope so, because this is the second time we’ve chatted with him and we’re almost related now. In this episode, hosts Peggy Anne Salz and John Koetsier chat with Geoff about:  Becoming a Mobile Hero Audience segmentation (shocking, I know, given the title) New paths for revenue and user growth Engaging and activating creators Flaws in measurement models And more …  Timestamps 0:00 Who is Geoff Hladik 2:01 An eternity in mobile marketing 6:07 Audience segmentation 9:27 Understanding your users 14:05 Tweaking user journeys 16:40 Putting revenue and growth together 19:35 Improving user experience 22:45 Least censored opinion

If segmentation sparks joy in your life you might need to get fitted for a straitjacket. Or maybe you’re just super passionate about mobile marketing, engagement, monetization, and retention. We think the latter applies to Geoff Hladik, who leads revenue and growth at FlipaClip. At least we hope so, because this is the second time we’ve chatted with him and we’re almost related now. In this episode, hosts Peggy Anne Salz and John Koetsier chat with Geoff about: <ul> <li>Becoming a Mobile Hero</li> <li>Audience segmentation (shocking, I know, given the title)</li> <li>New paths for revenue and user growth</li> <li>Engaging and activating creators</li> <li>Flaws in measurement models</li> <li>And more …</li> </ul> Timestamps 0:00 Who is Geoff Hladik 2:01 An eternity in mobile marketing 6:07 Audience segmentation 9:27 Understanding your users 14:05 Tweaking user journeys 16:40 Putting revenue and growth together 19:35 Improving user experience 22:45 Least censored opinion

Segmentation that sparks joy, with Geoff Hladik from FlipaClip

Every mobile marketer needs good ASO. The last thing you want is to acquire users, have them hit your App Store or Google Play listing, and say … nah, maybe not. So getting your app store optimization right is critical. In this Mobile Heroes Uncensored, we chat with AppTweak’s head of ASO Simon Thillay. He chats with hosts John Koetsier and Peggy Anne Salz about custom product pages, in-app events — the kind that people participate in, not the kind you track for KPIs — and how he sees ASO evolving. Check this episode out to make sure no marketing dollar gets wasted at the very last step in the funnel. And why endurance skating and mobile marketing are similar! Timestamps 0:00 App Store Optimization 3:30 Custom product pages 7:35 In-app events and live ops 9:30 AppTweak head of ASO Simon Thillay 13:05 ASO trends 19:30 Galaxies of apps 22:10 The most frustrating thing about ASO 25:01 Least censored opinion about mobile marketing

Every mobile marketer needs good ASO. The last thing you want is to acquire users, have them hit your App Store or Google Play listing, and say … nah, maybe not. So getting your app store optimization right is critical. In this Mobile Heroes Uncensored, we chat with AppTweak’s head of ASO Simon Thillay. He chats with hosts John Koetsier and Peggy Anne Salz about custom product pages, in-app events — the kind that people participate in, not the kind you track for KPIs — and how he sees ASO evolving. Check this episode out to make sure no marketing dollar gets wasted at the very last step in the funnel. And why endurance skating and mobile marketing are similar! Timestamps 0:00 App Store Optimization 3:30 Custom product pages 7:35 In-app events and live ops 9:30 AppTweak head of ASO Simon Thillay 13:05 ASO trends 19:30 Galaxies of apps 22:10 The most frustrating thing about ASO 25:01 Least censored opinion about mobile marketing

Top trends in ASO today with AppTweak’s Simon Thillay

Misha Syrotiuk

It’s never been tougher to make it in user acquisition and growth, but Huuuge Games director of marketing creatives Misha Syrotiuk makes it work in two diverging ways: more automation, and more human connection. In this Mobile Heroes Uncensored, we chat with Misha about the amount of automation needed to remove some of the drudgery and grunt work from creative creation and campaign optimization. But we also chat about the advice he’d give his younger self: investing in the human relationships that make business run and enable needed growth. In addition, hosts Peggy Anne Salz and John Koetsier discuss how Misha feels about Android vs iOS, creative testing, AI-enabled art workflows, and the best career advice he can offer. Timestamps 0:00 Huuuge Games 1:45 Misha Syrotiuk 5:55 Innovation in mobile games 8:15 Structuring mobile growth teams 11:10 Challenge: manual operational work 14:00 Android is my favorite playground 18:05 Top tip for personal growth 20:05 AI art creation tools 23:15 Advice to my younger self 25:20 Least censored mobile marketing opinion

It’s never been tougher to make it in user acquisition and growth, but Huuuge Games director of marketing creatives Misha Syrotiuk makes it work in two diverging ways: more automation, and more human connection. In this Mobile Heroes Uncensored, we chat with Misha about the amount of automation needed to remove some of the drudgery and grunt work from creative creation and campaign optimization. But we also chat about the advice he’d give his younger self: investing in the human relationships that make business run and enable needed growth. In addition, hosts Peggy Anne Salz and John Koetsier discuss how Misha feels about Android vs iOS, creative testing, AI-enabled art workflows, and the best career advice he can offer. Timestamps 0:00 Huuuge Games 1:45 Misha Syrotiuk 5:55 Innovation in mobile games 8:15 Structuring mobile growth teams 11:10 Challenge: manual operational work 14:00 Android is my favorite playground 18:05 Top tip for personal growth 20:05 AI art creation tools 23:15 Advice to my younger self 25:20 Least censored mobile marketing opinion

Huuuge Games, huge automation, and hugely human advice from Misha Syrotiuk 

Neil Patel

Blockchain and gaming? Check IDFA, ATT, and Privacy Sandbox on Android? Check Influencer advertising on TikTok? Check Today is agency day on Mobile Heroes Uncensored, and we’re chatting with three all-stars. Jonathan Yantz at M&amp;C Saatchi Performance, Dave Riggs from Apex Growth (used to be Customer Acquisition), and Eddie Yoon at NP Digital (yeah, that’s Neil Patel’s company) join Peggy Anne Salz and John Koetsier to talk about all the hot stuff. From multi-million dollar monthly budgets to startups just beginning to scale, there’s something for everyone. And … we get each mobile hero's hot take on their most uncensored opinion in mobile marketing. Timestamps 0:00 Super special MHU day 3:15 Ad performance in the age of privacy 12:55 Blockchain in gaming 16:15 Privacy Sandbox on Android 19:01 Why you need a higher converting app 20:50 Influencer marketing on TikTok 23:50 Video ad micro KPIs 33:01 Least censored opinions on mobile marketing

Blockchain and gaming? Check IDFA, ATT, and Privacy Sandbox on Android? Check Influencer advertising on TikTok? Check Today is agency day on Mobile Heroes Uncensored, and we’re chatting with three all-stars. Jonathan Yantz at M&amp;C Saatchi Performance, Dave Riggs from Apex Growth (used to be Customer Acquisition), and Eddie Yoon at NP Digital (yeah, that’s Neil Patel’s company) join Peggy Anne Salz and John Koetsier to talk about all the hot stuff. From multi-million dollar monthly budgets to startups just beginning to scale, there’s something for everyone. And … we get each mobile hero's hot take on their most uncensored opinion in mobile marketing. Timestamps 0:00 Super special MHU day 3:15 Ad performance in the age of privacy 12:55 Blockchain in gaming 16:15 Privacy Sandbox on Android 19:01 Why you need a higher converting app 20:50 Influencer marketing on TikTok 23:50 Video ad micro KPIs 33:01 Least censored opinions on mobile marketing

Agency day: M&C Saatchi, Apex Growth, and Neil Patel Digital

Is data-driven marketing actually impossible today? Do we have too much data … so much we have to shift to AI-driven marketing? In this Mobile Heroes Uncensored we chat with Agustin Ochoa, a former Googler and now Performance Senior Manager at Winclap, a growth marketing consulting partner. Ochoa chats with hosts John Koetsier and Peggy Anne Salz about events to pay attention too — hint: far more than most do now — and how AI is better than humans at certain things like that. We also chat about when sacrificing marketing efficiency for growth makes sense, the “event stack” he evangelizes, and the kinds of data you need to be collecting for optimal effectiveness. Timestamps 0:00 Meet Agustin Ochoa 5:50 From data driven marketing to AI driven marketing 11:00 What app events to pay attention to 17:30 Omnichannel and focusing on your user 21:30 3 trends challenging mobile performance advertisers 24:30 Best advice for mobile marketers

Is data-driven marketing actually impossible today? Do we have too much data … so much we have to shift to AI-driven marketing? In this Mobile Heroes Uncensored we chat with Agustin Ochoa, a former Googler and now Performance Senior Manager at Winclap, a growth marketing consulting partner. Ochoa chats with hosts John Koetsier and Peggy Anne Salz about events to pay attention too — hint: far more than most do now — and how AI is better than humans at certain things like that. We also chat about when sacrificing marketing efficiency for growth makes sense, the “event stack” he evangelizes, and the kinds of data you need to be collecting for optimal effectiveness. Timestamps 0:00 Meet Agustin Ochoa 5:50 From data driven marketing to AI driven marketing 11:00 What app events to pay attention to 17:30 Omnichannel and focusing on your user 21:30 3 trends challenging mobile performance advertisers 24:30 Best advice for mobile marketers

AI-driven marketing is the new data-driven marketing

3 billion app downloads is no small feat. Wildlife Studios, however, has achieved that and has very quietly become a top 10 games studio on the planet, beginning from Brazil and expanding across the globe. In this Mobile Heroes Uncensored, we chat with Carolina Guimarães, Senior Director of Performance Marketing, and Anel Ceman, VP of Ad Monetization, about the twin challenges of UA and monetization.  Get more quality users as cheaply as possible Monetize them without destroying the game experience  And … we get both Carolina’s and Anel’s uncensored opinions about ATT and privacy, as well as their biggest hacks for automating the more annoying and mundane aspects of user acquisition and monetization. We also get Anel’s take on what to measure in a mobile game – pretty much everything – and Carolina’s identification of the single most important KPI. Timestamps 0:00 Success has a thousand fathers 3:30 Wildlife Studios 6:50 Performance marketing vs product 9:40 UA vs ad monetization 13:30 The biggest challenge 14:30 Automation save times 15:35 KPIs to measure in mobile games 17:30 One metric to rule them all 19:10 Ad partners 22:40 Superheroes of mobile 26:40 Carolina’s nightmare

3 billion app downloads is no small feat. Wildlife Studios, however, has achieved that and has very quietly become a top 10 games studio on the planet, beginning from Brazil and expanding across the globe. In this Mobile Heroes Uncensored, we chat with Carolina Guimarães, Senior Director of Performance Marketing, and Anel Ceman, VP of Ad Monetization, about the twin challenges of UA and monetization. <ol> <li>Get more quality users as cheaply as possible</li> <li>Monetize them without destroying the game experience</li> </ol> And … we get both Carolina’s and Anel’s uncensored opinions about ATT and privacy, as well as their biggest hacks for automating the more annoying and mundane aspects of user acquisition and monetization. We also get Anel’s take on what to measure in a mobile game – pretty much everything – and Carolina’s identification of the single most important KPI. Timestamps 0:00 Success has a thousand fathers 3:30 Wildlife Studios 6:50 Performance marketing vs product 9:40 UA vs ad monetization 13:30 The biggest challenge 14:30 Automation save times 15:35 KPIs to measure in mobile games 17:30 One metric to rule them all 19:10 Ad partners 22:40 Superheroes of mobile 26:40 Carolina’s nightmare

3 billion kisses from Brazil: the story of Wildlife Studios

Apple’s app tracking transparency was great … if you were primarily monetizing via ads on Android. In this episode of Mobile Heroes Uncensored hosts John Koetsier and Peggy Anne Salz chat with long-time SmartNews marketing leader Fabien-Pierre Nicolas, now an advisor. We chat about ad monetization, using old-fashioned linear TV for mobile user acquisition ads, and automating hyperlocal organic and paid reach on Facebook. And, of course, as always, much, much more! Timestamps 0:00 Unicorn apps 2:30 19 different jobs on LinkedIn 5:35 The TikTok of learning 9:00 SmartNews user acquisition strategy 13:30 Consumer-driven growth 15:30 Borrowing from big tech 18:40 No good ad campaign survives contact with the enemy 20:20 Top 3 tips for mobile marketers

Apple’s app tracking transparency was great … if you were primarily monetizing via ads on Android. In this episode of Mobile Heroes Uncensored hosts John Koetsier and Peggy Anne Salz chat with long-time SmartNews marketing leader Fabien-Pierre Nicolas, now an advisor. We chat about ad monetization, using old-fashioned linear TV for mobile user acquisition ads, and automating hyperlocal organic and paid reach on Facebook. And, of course, as always, much, much more! Timestamps 0:00 Unicorn apps 2:30 19 different jobs on LinkedIn 5:35 The TikTok of learning 9:00 SmartNews user acquisition strategy 13:30 Consumer-driven growth 15:30 Borrowing from big tech 18:40 No good ad campaign survives contact with the enemy 20:20 Top 3 tips for mobile marketers

From zero to $2 billion: chatting with SmartNews advisor Fabien-Pierre Nicolas

What can 250M users and 30 billion games played reveal about mobile games, winning IP, and monetization? In this episode of Mobile Heroes Uncensored we chat with Amy Huang, the CEO of Mattel163. She’s led the company to take iconic games like UNO and Skip-Bo mobile, leading to a quarter of a billion users and 30 billion games played. If that’s not enough, she’s also an accomplished rock climber. Hosts Peggy Anne Salz and John Koetsier chat with Amy about focus, growth, hybrid monetization models, and going global via localization. Timestamps 0:00 250 million users 2:46 Mattel163 5:35 CEO Amy Huang 7:00 Big IP for mobile games 9:30 Mobile app launches 12:00 Mobile monetization: IAP, IAA 15:43 UNO and eSports? 19:54 Globalization is localization

What can 250M users and 30 billion games played reveal about mobile games, winning IP, and monetization? In this episode of Mobile Heroes Uncensored we chat with Amy Huang, the CEO of Mattel163. She’s led the company to take iconic games like UNO and Skip-Bo mobile, leading to a quarter of a billion users and 30 billion games played. If that’s not enough, she’s also an accomplished rock climber. Hosts Peggy Anne Salz and John Koetsier chat with Amy about focus, growth, hybrid monetization models, and going global via localization. Timestamps 0:00 250 million users 2:46 Mattel163 5:35 CEO Amy Huang 7:00 Big IP for mobile games 9:30 Mobile app launches 12:00 Mobile monetization: IAP, IAA 15:43 UNO and eSports? 19:54 Globalization is localization

How Mattel163 took UNO and Skip-Bo to 250M users: globalization is localization

Apple’s SKAdNetwork has accelerated 10 years worth of CPM growth in just a year, according to our guest, Giulia Porter, VP of Marketing at RoboKiller. In this episode, we dig into what that means, how marketing a utility is different from marketing a game, and a new approach to both channels and attribution in the age of privacy. Plus, hosts John Koetsier and Peggy Anne Salz chat with Giulia about the TikTok video on her app that got 20 million views, kickstarted a huge number of app installs, and that they didn’t even know about until they saw the avalanche of new users. Timestamps 0:00 Voice spam utility 2:40 Marketing a utility vs a game or fintech app 4:45 Growth tactics in the age of SKAN 8:55 A mobile approach to more traditional methods of advertising 12:54 Uncomplicating mobile attribution 17:32 Going viral on TikTok 23:34 Focus on first party data 24:59 Least censored opinion about mobile marketing

Apple’s SKAdNetwork has accelerated 10 years worth of CPM growth in just a year, according to our guest, Giulia Porter, VP of Marketing at RoboKiller. In this episode, we dig into what that means, how marketing a utility is different from marketing a game, and a new approach to both channels and attribution in the age of privacy. Plus, hosts John Koetsier and Peggy Anne Salz chat with Giulia about the TikTok video on her app that got 20 million views, kickstarted a huge number of app installs, and that they didn’t even know about until they saw the avalanche of new users. Timestamps 0:00 Voice spam utility 2:40 Marketing a utility vs a game or fintech app 4:45 Growth tactics in the age of SKAN 8:55 A mobile approach to more traditional methods of advertising 12:54 Uncomplicating mobile attribution 17:32 Going viral on TikTok 23:34 Focus on first party data 24:59 Least censored opinion about mobile marketing

20M views on TikTok, and a new approach to “uncomplicated attribution”

How do you get to 8 million monthly average users with $0 in marketing spend? That’s the core question we ask Geoff Hladik, Head of Revenue &amp; Growth at Visual Blasters. Part of the answer: product-led growth. Hosts John Koetsier and Peggy Anne Salz also chat about getting featured by Apple, the pros and cons of building an app for kids, and when Hladik plans to turn the paid user acquisition on. Timestamps 0:00 8M MAU with no spend? 2:00 Visual Blasters 2:40 Organic growth 5:25 App for kids 10:33 Product-led growth 14:50 K Factor and virality 19:34 When to start paid acquisition 21:25 Kick off in-app subscriptions 24:10 Segmenting your app users

How do you get to 8 million monthly average users with $0 in marketing spend? That’s the core question we ask Geoff Hladik, Head of Revenue &amp; Growth at Visual Blasters. Part of the answer: product-led growth. Hosts John Koetsier and Peggy Anne Salz also chat about getting featured by Apple, the pros and cons of building an app for kids, and when Hladik plans to turn the paid user acquisition on. Timestamps 0:00 8M MAU with no spend? 2:00 Visual Blasters 2:40 Organic growth 5:25 App for kids 10:33 Product-led growth 14:50 K Factor and virality 19:34 When to start paid acquisition 21:25 Kick off in-app subscriptions 24:10 Segmenting your app users

8M MAU with $0 in spend: Geoff Hladik at Visual Blasters

Mobile marketing insight from user acquisition heroes as you've never heard them before. Featuring world-class pros from brands like Bumble, Sam's Club, Babbel, MoneyHub, Gameloft, Wooga, Playstudios, and more! We feature the best and brightest in mobile marketing in their best, worst, and funniest moments. We play games, give away Bitcoin (maybe!) and generally have a good time. Brought to you by Liftoff. Hosted by John Koetsier and Peggy Anne Salz.

Mobile Heroes Uncensored

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