Growth Masterminds: mobile growth podcast

Singular
  • 5.0 (1)
  • MARKETING
  • UPDATED BIWEEKLY
Growth Masterminds: mobile growth podcast

Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.

  1. 5D AGO

    AI is changing everything in marketing

    AI is changing everything in marketing. Targeting, measurement, creative, content, budgets, optimization ... everything. In this Growth Masterminds host John Koetsier welcomes Lior Elden, COO of Moburst. They chat about how AI is revolutionizing the landscape of mobile marketing. Learn about the latest integrations of AI with cloud systems that allow marketers to directly interact with their data, addressing questions like campaign effectiveness, ad performance, and creative longevity. Dive into stimulating conversations on the role of AI in analysis, creative messaging, content creation, budget optimization, and targeting. Discover insights on customized AI applications, the evolving measurement ecosystem, and the exciting potential of personalized marketing strategies. Don't miss this comprehensive overview of how AI is shaping the future of mobile marketing. 00:00 Introduction: The Impact of AI on Mobile Marketing 00:31 The Shift in Search Behavior Due to AI 01:23 Optimizing Marketing Strategies with AI 02:20 AI in Campaign Analysis and Data Democratization 09:21 Creative Uses of AI in Marketing 13:00 AI-Driven Messaging and Content Creation 18:19 Budget Optimization with AI 21:26 Targeting and Audience Segmentation with AI 25:09 The Future of AI in Marketing Teams 27:44 Conclusion: Getting Started with AI in Marketing

    31 min

  2. JUN 10

    WWDC 2025: what's new in privacy?

    What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about: - Safari’s advanced fingerprinting protections and expanded link tracking prevention - Apple’s on-device AI and privacy-preserving features - The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attribution There are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers. 00:00 – Introduction & what’s new at WWDC 2025 00:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview 00:49 – Safari: Advanced fingerprinting protections 01:10 – Blocking fingerprinting APIs and suspicious scripts 01:57 – Expanded link tracking protection (UTMs, click IDs, etc.) 02:18 – Impact on marketers and web-to-app flows 03:07 – Apple’s on-device AI and privacy-preserving features 03:32 – Live translation, call assist, and visual intelligence 03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution 04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing 04:41 – Overlapping re-engagement windows explained 05:04 – Configurable attribution windows (per network, interaction, global) 06:07 – Attribution cool down periods for installs and re-engagement 08:08 – Country codes in postbacks for better geo-targeting 08:58 – Easier AAK testing for developers 09:41 – Industry adoption challenges for AAK and SKAN 10:34 – Google, Meta, TikTok, Snap: current attribution solutions 11:48 – Final thoughts & call for feedback #wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

    13 min

  3. JUN 3

    Creative IQ: AI-powered creative optimization for performance marketers

    How do you unlock insights from all your creative to make your ads work better? Singular's releasing Creative IQ for AI-powered insights to make your creative optimization even better, helping you drive huge performance gains. In this Growth Masterminds host John Koetsier chats with the product manager leading development of Creative IQ, Lisi Gardiner. They discuss the key challenges markers face with ad creative, the incredible responsiveness of the new Creative IQ gallery view, how Creative IQ enhances creative data analysis, and the power of AI tagging to optimize ad performance. You'll also see how how Creative IQ helps marketers enhance cross-functional collaboration, maximize ROI with detailed, AI-driven insights, and generate unstoppable creative growth. Tune in for an in-depth look at how this revolutionary tool is set to transform creative marketing in 2025 and beyond. 00:00 Introduction to the New Gallery View 00:37 The Evolution of Creative Testing 01:27 Understanding the Problem 04:15 Creative IQ Features and Benefits 08:22 AI Tagging Explained 12:35 Creative ROI and Gallery View 14:07 Cross-Functional Collaboration 14:57 Early Feedback and Future Plans 18:05 Conclusion and Final Thoughts

    19 min

  4. MAY 27

    Web funnels outperforming app stores?

    Should you be making web funnels for your mobile apps? In this episode of Growth Masterminds, host John Koetsier chats with Igor Lyubimov, CEO of web2wave about the benefits of web funnels for mobile apps. Igor explains how web funnels can significantly improve app revenue through better conversions, higher lifetime value (LTV), and more efficient marketing strategies. They dive into the intricacies of setting up effective web funnels, optimizing them for different app categories, and the role of platforms like Meta in achieving these goals. Igor also highlights the common pitfalls and best practices in creating high-converting web funnels. 00:00 Introduction to Web Funnels 01:01 Understanding the Benefits of Web Funnels 02:02 Challenges and Solutions in Web Funnels 03:51 Optimizing Marketing and Attribution 07:51 Expanding Revenue Opportunities 13:17 Practical Tips for Small Startups 16:26 The Role of Meta in Web Funnels 21:16 Connecting Web to Mobile 26:56 Key Features of a Good Web Funnel 35:20 Exploring Different Verticals 39:10 Conclusion and Final Thoughts

    40 min

  5. MAY 20

    Driving results with CTV advertising: new research

    Does smart contextual data in CTV produce insane results? Host John Koetsier chats with Upwave's Chris Kelly about new research on CTV targeting and measurement that is showing some massive boost when you target ads to actual video content. Chris explains the effectiveness of contextual targeting in increasing awareness, ad recall, and favorability, citing impressive case studies such as Carl's Jr.'s success. We also talk about the challenges and strategies of connecting performance branding with performance marketing, offering insights into measuring the real impact of brand advertising on future sales and customer lifetime value. If you're a growth marketer looking to optimize your CTV ad campaigns, this episode is packed with valuable insights and practical advice. 00:00 Welcome to Growth Masterminds 01:07 Understanding Contextual Targeting in CTV 03:51 Measuring Brand Outcomes with Contextual Targeting 09:04 Performance Branding vs. Performance Marketing 12:47 The Importance of Brand Building for Businesses 16:43 Connecting Brand Metrics to Sales 21:58 The Role of Advertising in Consumer Behavior 25:09 Conclusion and Final Thoughts

    26 min

  6. APR 29

    Singular ROI Index 2025 unveiled!

    What are the best ad networks in the world? Where can you get the best ROI and the most ROAS? The Singular ROI Index is the longest-running global ROI report, and we've just released a new version for 2025 with all the answers. In this solo episode of Growth Masterminds, host John Koetsier delves into the recently released Singular ROI Index for 2025. He highlights the extensive data behind the report, which includes trillions of ad impressions and billions of app installs. John introduces new features such as the Singular ROI Quadrant and the separation of scaled versus growth ad partners. He also provides specific insights into regional ad networks and the rising trend of incentivized ad networks. Additionally, he touches on the surprising resilience of X (formerly Twitter) in niche markets and the competition between industry giants like AppLovin and Moloco. This episode is packed with valuable information for marketers looking to optimize their ad spend and discover new high-performing networks. 00:00 Introduction to Growth Masterminds 00:56 Breaking Down Ad Networks 01:39 New Features in the ROI Index 02:34 Exploring the Singular ROI Quadrant 04:41 Regional Insights and Top Ad Networks 06:15 The Golden Nine and Apple Ads 07:24 Incentivized and Rewarded Ad Networks 08:18 Reddit's Advertising Potential 09:18 Twitter's Transition to X 10:11 AppLovin vs. Moloco 11:28 Conclusion and Final Thoughts

    12 min

  7. APR 22

    Why mobile attribution is getting WAY BETTER in 2025

    Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex. There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled. You name it, there's MORE of everything. But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER. Makes sense? Insane? Impossible? Check out this convo in Growth Masterminds between John Koetsier and Singular CTO Eran Friedman 🎧 Podcast Summary: The Future of Mobile Attribution & Measurement (2025) 🔍 Main Themes & Insights • Shift from deterministic to modeled measurement due to privacy regulations like ATT, SKAN, and Privacy Sandbox. • Major ad networks now offer advanced attribution solutions: • Meta AEM & Advanced AEM: Modeled iOS conversions now shared with MMPs for deduplication and unified reporting. • Google Ads: Long-standing conversion modeling now trending toward MMP integrations. • TikTok Advanced SAN: Dual strategy with deterministic IDFA and shared touchpoints for probabilistic attribution. • Snap Advanced Conversion & Advanced SAN: Combines modeled, deterministic, and shared touchpoint data. 🧠 Singular’s Role: Unified Measurement • Singular aggregates and deduplicates data across all ad networks. • Offers user-level attribution wherever possible, even post-ATT. • Enables side-by-side comparison of SKAN, partner-reported, and Singular-attributed data. • Allows auditing and troubleshooting—e.g., identifying gaps in advanced integration coverage. 📊 Emerging Technologies & Trends • On-device measurement (ODM) is growing—especially on Android via Google Play Referrer, Meta Referrer. • OEM app stores may bring iOS-style measurement to Android (e.g., Huawei, Samsung via Mobi, etc.). • Apple Search Ads adds view-through attribution to deterministic model—now exposed via MMPs. 📈 Advanced Strategies for Big Spenders • Incrementality testing (geo-lift, holdout, MMM) is increasingly important to assess true ROI. • Especially useful in Apple Search Ads, where cannibalization of organic installs is a key concern. ✅ Key Takeaways • Measurement is more complex than ever—but also more actionable. • Marketers can now customize their complexity level: from simple unified views to advanced auditing. • The future looks optimistic: more transparency, better deduplication, and increasingly complete attribution. 00:00 Introduction and Optimism in Marketing 00:50 The Evolution of Mobile Attribution 01:31 Deep Dive into Attribution Data 03:04 Meta's Advanced Attribution Solutions 06:16 Google's Ad Conversion Modeling 08:34 TikTok's Advanced SAN Integration 11:09 Snap's Advanced Conversion and SAN 15:17 Apple's Deterministic Attribution 18:59 Other Ad Partners and Modeling 25:05 Singular's Unified Measurement Approach 32:53 Incrementality Testing and Advanced Strategies 35:47 Conclusion and Future of Measurement

    39 min

  8. APR 17

    AI-generated UGC: how good is it, really?

    How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake? Most importantly, does AI-generated UGC work: generate clicks & conversions? Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI. They explore the evolution and current state of AI UGC, its performance, common pitfalls, and the importance of testing different creative elements. Hear insights on how variations in the hook, actor, gameplay, editing style, and music can significantly impact ad performance. Alexei shares real-world examples and emphasizes that, while UGC is a powerful tool, achieving high-performance results requires diligent effort and strategic testing. This episode is a must-listen for growth marketers looking to leverage AI in their marketing mix. 00:00 Introduction and Background 00:42 Meet Alexei Chemenda: CEO of Poolday 02:28 The Power of Curiosity in Marketing 03:00 Generative AI for UGC: An Overview 05:29 Testing and Iteration in AI UGC 07:23 Success Stories and Best Practices 11:46 Who Benefits Most from AI UGC? 13:54 Creating Effective AI UGC Ads 21:58 The Future of Personalized Advertising 24:32 Ethics and Tagging in AI UGC 27:14 Final Thoughts and Key Takeaways

    30 min
See All (166)

About

Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.

Information

You Might Also Like

To listen to explicit episodes, sign in.

Stay up to date with this show

Sign in or sign up to follow shows, save episodes and get the latest updates.
Select a country or region

Africa, Middle East, and India

Asia Pacific

Europe

Latin America and the Caribbean

The United States and Canada