Mobile Heroes Uncensored

Business & Economics Podcasts

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.

Location:

United States

Genres:

Business & Economics Podcasts

Description:

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.

Language:

English

Website:

https://liftoff.io/

Episodes

The last dance

2/17/2023

It’s the last dance. For the last time on Mobile Heroes Uncensored, John & 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.

Duration:00:15:53

Road Trip Part Deux (still in Brazil)

1/12/2023

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...

Duration:00:29:32

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

1/12/2023

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...

Duration:00:29:16

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

1/5/2023

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...

Duration:00:29:02

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

12/27/2022

How big will streaming TV be for mobile user acquisition in 2023? In this Mobile Heroes Uncensored, we chat with M&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...

Duration:00:32:34

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

12/22/2022

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...

Duration:00:30:32

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

12/19/2022

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...

Duration:00:30:16

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

12/15/2022

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...

Duration:00:38:09

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

12/6/2022

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...

Duration:00:32:51

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

11/28/2022

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...

Duration:00:31:02

Segmentation that sparks joy, with Geoff Hladik from FlipaClip

11/14/2022

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: Timestamps 0:00 Who is...

Duration:00:26:19

Top trends in ASO today with AppTweak’s Simon Thillay

11/3/2022

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...

Duration:00:27:49

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

10/25/2022

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...

Duration:00:28:30

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

10/17/2022

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&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...

Duration:00:40:17

AI-driven marketing is the new data-driven marketing

10/7/2022

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...

Duration:00:27:25

3 billion kisses from Brazil: the story of Wildlife Studios

9/30/2022

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. And … we get both Carolina’s and Anel’s uncensored opinions about ATT and privacy, as well...

Duration:00:30:59

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

9/22/2022

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...

Duration:00:24:05

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

9/13/2022

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...

Duration:00:26:51

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

9/8/2022

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...

Duration:00:27:17

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

9/1/2022

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 & 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...

Duration:00:28:59