The Groove

Peggy Anne Salz

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MARKETING
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The Groove

The Groove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove. Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future. MobileGroove: https://mobilegroove.com/

12/19/2024

Future-Proofing Your Programmatic Data Strategy for 2025

Winning in performance marketing in 2025 will require a big step back from the “numbers for numbers’ sake” mindset and force companies to finally embrace smarter, more meaningful strategies that drive sustainable growth. This is the view of Megan Price, Programmatic Supervisor, and Michael Hew, Associate Director of Data & Reporting Ops at M&C Saatchi Performance, who joined Peggy Anne Salz on this episode of In The Groove. Megan reveals opportunities to diversify your media spend and adopt an audience-first approach that breaks through the silos that keep valuable customer and contextual data from becoming actionable. At the same time, Michael shares M&C Saatchi's measurement trifecta—an essential toolkit that combines attribution, incremental testing, and marketing mix modeling for marketers looking to balance real-time insights with a long-term vision. Join us as Megan, Michael, and Peggy Anne Salz bust popular programmatic myths and prep your data for success in 2025. CHAPTER TIMESTAMPS 00:00 - Intro 02:57 - Most pressing challenges of 2025 05:04 - Practical steps to use data effectively 13:06 - Something surprising 15:50 - The exciting part of old tools 17:51 - Diversification 21:19 - Performance can serve brand marketing too 26:17 - The right metrics to follow 29:50 - 2025 cheatsheet for brands 35:58 - The top industry trends 38:34 - Privacy-focused challenges in 2025 40:48 - Rapid-fire insights

48 min
12/05/2024

From the Saddle to the Screen: 5+ Lessons App Growth Markets Can Learn from Cycling

Great app growth is like a perfect bike ride: it takes a ride that works (your app), a sustainable pace (steady growth), and quick thinking to pivot when obstacles arise. In this episode of In The Groove with Peggy Anne Salz, Lorenzo Rossi, Co-founder and Head of Growth at REPLUG, takes us on a journey through the parallels between cycling and scaling mobile apps. Just like a high-performance rider needs the right gear and a solid plan to secure a place on the podium, your app requires precision, perseverance, and smart strategy to push past plateaus and win the race for users' attention. Lorenzo shares REPLUG's five-stage framework for transforming small budgets into big wins and offers practical advice on the growth hacks that drive success in and out of the saddle. Lorenzo Rossi - https://www.linkedin.com/in/lorenzorossi1987/ REPLUG - http://www.rplg.io CHAPTER TIMESTAMPS 00:00 - Intro 01:37 - Why cycling is like app growth 08:19 - The 5 Stage Framework 11:41 - Strategic spend 15:01 - When to shift gears 17:45 - The supporting elements 21:19 - The must-track KPIs 24:39 - A big pivot for big results 26:40 - The way to stay responsive 30:07 - Three growth hacks 35:41 - How to enjoy the ride 39:04 - The motivational marketing billboard 40:15 - Best way to connect with Lorenzo

43 min
11/14/2024

How Game Publishers Can Maximize Engagement with Smart Diversification

With rising costs and a 30% revenue cut taken by major app stores on every in-app purchase, studios can’t afford to keep placing bets on traditional models or small pockets of growth. Instead, diversification is the new mantra. Done right, it doesn’t just generate revenues; it powers value-driven experiences and optimizes every touchpoint for maximum retention. Glance, (formerly Nostra), an unconsolidated subsidiary of InMobi Group and the largest mobile gaming platform in India and Southeast Asia, and Sunday—a gaming publisher laser-focused on LiveOps and smart monetization—are two companies turning this model into gold. Deepak Venkatramani, GM of Gaming at Glance and Nicholas Bloom, Business Development Manager at Sunday, join Peggy Anne Salz in this episode to share what it takes to get your games in front of new and eager audiences. Nick takes us through Sunday’s sophisticated hybrid-casual model, supported by “game lifecycle ninjas” who understand how to keep players hooked, while Deepak details how Glance utilizes lock screens to eliminate friction, enable game discovery, and grow engagement 2x. CHAPTER TIMESTAMPS 00:00 - Intro 02:10 - Where is the growth? 05:14 - What's unique about games? 07:54 - Accessibility for the user 09:54 - Break down your game 14:42 - Criteria for choosing opportunities 20:44 - Engagement metric uplifts 24:23 - The game beyond the game 26:15 - Segmentation and personalization 29:17 - What's next for alternatives?

35 min
10/31/2024

How To Unlock $2 Trillion In New Growth In The Next 10 Years

$2 trillion is on the table, and only one thing will determine if your brand can carve out a portion of the pie: personalization. No longer just a buzzword, personalization has become the dividing line between average brands and top performers. As Mark Abraham explains in his latest release, the game has changed—soon, brands won’t be judged by product quality alone but by the custom-tailored experiences they deliver. Senior Partner at Boston Consulting Group, Co-Author of Personalized: Customer Strategy in the Age of AI and strategist for over 100 iconic brands, Mark jumps In The Groove with Peggy Anne Salz to discuss how brands can unlock an estimated $2 trillion in new growth this decade. The key to unlocking this growth is what he and his co-author, David Edelman, call "the Personalization Advantage." It’s the competitive edge he describes in his book, drawing on real-world insights from leading brands like Starbucks and Google, along with practical steps to avoid common pitfalls. With tools like the Personalization Index, the Five Promises, and a focus on AI-driven strategy, Personalized is the playbook for “strategists, not just marketers” and paves a path for success in 2025 and beyond. CHAPTER TIMESTAMPS 00:00 - Intro 03:08 - The boldest ask from a brand 05:23 - The engagement ladder 07:11 - Dos and Don'ts of AI personalization 09:59 - p=ms 12:21 - You can start small 16:27 - Personalization high-performer 20:35 - The Five Promises 21:52 - Pandora use case 24:28 - Delight me 27:25 - Spotify + Four Seasons use cases 29:30 - What consumers need to do 30:45 - Building trust 31:54 - Rapid-fire Q&A 34:00 - Connecting with Mark

37 min
10/03/2024

Reduce D1 Churn With In-Game Audio Ads

With mobile game D1 churn rates sitting at an impressive 72%, studios can’t afford to disrupt gameplay with annoying or irrelevant ads. Sahil Modi, Partnership Manager at Audiomob, offers audio ads as an alternative. He explains how Audiomob’s contextually targeted in-game ads rocket ad revenue while reducing gameplay friction. Tune in to this episode as Sahil reveals Audiomob’s newest integration—fully equipped with user-friendly plugins and “SDKs that put the player first.” CHAPTER TIMESTAMPS 00:00 - Intro 00:58 - What publishers think of audio ads 02:18 - Creating a cool audio experience 04:55 - CPI campaign with an audio ad

8 min
09/19/2024

The Truth About Creatives Testing

You can’t have a great game without great creatives or craft great creatives without a strong testing strategy. But, testing high volumes of creatives doesn't always translate into valuable creatives and campaign wins. So, what happens when you pause testing altogether? And which networks will let new creatives break through the noise? Spoiler alert 🚨 the answers will rock your world! Ayşen Kıratlı, Lead Growth Manager at Kwalee, dives deep into the process, pitfalls, and surprises of the publisher’s experiment, explaining which creatives are popular by platform, what to factor in when looking at winning ones, and why pressing pause on your testing might be the best strategy for your game. It’s a tactic that rocketed Kwalee’s ROAS, scaling certain campaigns by 150%, and will transform the way your studio takes on testing. CHAPTER TIMESTAMPS 00:00 - Intro 02:07 - Why experiment with creatives testing? 05:29 - Difficulties breaking into new creatives 12:20 - The world won't end if you stop testing 17:51 - Creatives popular by platform 20:20 - When to test vs let go? 22:37 - Adapting strategy 25:02 - What to consider for winning creatives 27:25 - How testing shifted strategy at Kwalee 31:50 - The switch to gaming 34:51 - Failure is one of the best teachers 37:37 - Advice on taking the first step

42 min
09/06/2024

How India’s Largest eSports Platform Convinces Global Brands To Buy Into Games

Big audiences can mean big money, and in India, that’s a model on steroids. A whopping one in three are gaming fans, avid players who also splash the cash to the tune of over 131 billion transactions, a large share of which were attributed to games. The major driver is the country’s real-time payment system, United Payments Interface (UPI), which allows users to pay for products instantly via mobile. It’s a market strapped with immense purchasing power—and a willingness to spend. Piyush Kumar, Founder and CEO of India’s largest game streaming and eSports platform, Rooter, returns to the show to share pages from his playbook on carving out new paths and convincing big brands like Mountain Dew, Hero MotoCorp, and Amazon to engage with this massive audience. He delves into the monetization mix that keeps Rooter’s coffers full, how he ensures brands receive a customized ad experience safe from appearing alongside bad actors, and the models that make major content creators choose Rooter over any other platform. CHAPTER TIMESTAMPS 00:00 - Intro 01:30 - From advertising to esports 04:00 - How do games companies fit in? 06:45 - India is a good monetization market 10:46 - Subscription works if you provide value 13:39 - Why influencers choose Rooter 15:10 - Closing the deal with brands 21:34 - Most relevant models and mixes 26:26 - Safe from bad ads 28:20 - A unique user experience 30:55 - Making growth easier for creators 33:15 - Why YouTube isn't a competitor 35:31 - Where teaching comes in 37:50 - Work-life rules for Rooter

42 min
08/22/2024

Why Working With Experienced Talent May Be The Best Investment For Your Brand With greyhairworks’ Alex Meisl

In a world where the melody of experience often gets lost in the clamor to cut costs, greyhairworks reminds us that the biggest hits happen when collaboration spans generations and involves seasoned professionals who know how to hit all the right notes. Company co-founder Alex Meisl tells Peggy Anne Salz how he assembled a band of veteran industry rock stars to fuse no BS consultancy services with best-in-class SaaS solutions and why big-name brands are lining up for an encore. He also candidly discusses ageism and why companies that cut experienced talent to keep a lid on costs are going to pay dearly in the end. CHAPTER TIMESTAMPS 00:00 - Intro 01:30 - What is greyhairworks 09:40 - Keeping the band together 13:38 - Old dogs know more tricks 18:03 - Modern day consultancy 21:00 - No BS: Let the grown-ups do it 24:30 - Grownups in the portfolio 27:50 - Push back against network loss 31:30 - Making hits in corporate and in the kitchen 32:45 - Connect with Alex

34 min

The Groove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove. Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future. MobileGroove: https://mobilegroove.com/

Creator

Peggy Anne Salz
Years Active

2021 - 2024
Episodes

81
Rating

Explicit
Copyright

© Peggy Anne Salz
Show Website

The Groove