Growth Masterminds: mobile growth podcast Singular

How do you manage hundreds of apps? Especially when some are D2C, some are B2B, and many are internal?



In this very special Growth Masterminds, we chat with Athina Kanioura, the Chief Strategy & Transformation Officer for PepsiCo. She's managing a digital transformation for PepsiCo to ensure each end customer gets exactly what she or he needs ... but also that every level and layer of a complex multi-billion multinational corporation works together seamlessly.



We chat:

- Strategy

- Apps

- AI

- Generative AI

- Human-centred approach

- Managing internal and external customers

How do you make SKAN work for retail? Games? IAPs? Finance? Subscriptions? Ad monetization?



In this Growth Masterminds we chat with 2 Singular experts who work with hundreds of clients, helping them get their SKAdNetwork models right.



We go through SKAN for:

Games & apps

- admon

- IAP

- subscription

- hypercasual vs mid-core



Verticals for apps

- retail

- fintech

- fast food

- on-demand

- travel

- social



... and more!

The world’s hundred biggest advertisers spent $347 billion in 2022 ... and not much of that hit mobile games, despite the fact that almost 4B people play games worldwide.



The billion-dollar question: how can games access those billions?



There’s been this sort of sad joke about mobile game monetization over the last few years: in other to monetize your game, you advertise other games. That funds your own UA budget, which then mostly gets spent in … other games.



And the $$$ just go on a merry go round, round, and round, and round.



We’re starting to see brands advertise in mobile games now, but it’s not huge.



Andris Merkulovs, the CEO of Monetizr, thinks he has a way to get those big brand dollars into mobile games. In this episode of Growth Masterminds, we chat about exactly how he thinks that could be done.

He helped sell and launch the first-ever banner ad: the (in)famous AT&T "have you ever clicked here ... YOU WILL" ad. Now he's focused on generative AI in advertising in marketing.



In this Growth Masterminds, we chat with Data Axle's Tom Zawacki about the history and the future of marketing and advertising. Ultimately, we chat about generative AI and how it will impact the creation and personalization of ads.



We also hit social media, influencers, Taylor Swift -- yes, once a client -- and that good-old-fashioned marketing methodology: omnichannel.

Entertainment apps most often monetize via interstitials. Same with news and weather apps. For hypercasual games, it's much more about banners than rewarded ads.



I recently saw that Kayzen released a Programmatic Inventory Index based on an analysis of:



- 24 trillion bid requests

- 630,000 apps

- 1.4 billion daily active users

- 10 billion machine learning decisions every day



I’m a sucker for stuff like this, so I thought ... I have to talk to these guys and learn what they found out. So I did ... and now you can too!

If you're doing ad monetization in your app or game, you need that data in your MMP. And you need granular data so that you can calculate accurate ROI, LTV, and ROAS.



In this Growth Masterminds, we chat with Singular director of product Lisi Gardiner about admon insight the Singular product. The key new thing: thanks to a recent product innovation it's now available in Singular's free tier of service.



We talk about how it works, what's supported, why it's now in the free tier, and much more!