Apptivate Live: Building a winning UA framework - Oğuz Ayar (Voodoo), Pan Katsukis (Remerge)

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 Ayar
• 8:30 Why you need an MMP
• 13:46 Choosing channels for your UA framework
• 17:17 The metrics that count
• 21:25 Estimating budgets for testing channels
• 23:50 Optimizing and testing creatives for mobile ad campaigns
• 35:00 Considerations for retargeting

Quotes:

(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 LinkedIn
• Voodoo
• App Promotion Summit - Berlin