Mobile Heroes Uncensored Liftoff

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.

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 discuss Brazil, mobile marketing today, incrementality and media mix modeling, App Tracking Transparency, and so … much … more!

Timestamps

0:00 Guilherme Braz, acquisition at Mercado Libre

7:15 Start with the problem

9:50 Brazil and super apps

13:15 Re-engagement in mobile apps

14:45 Incrementality

19:45 Attribution and incrementality

26:00 Least censored opinion about mobile marketing

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 psychographics, as well as the most significant features and challenges of marketing mobile apps in Brazil

Timestamps

0:00 Christian Gaitan from Lemon

3:30 The Brazilian mobile market

9:20 Soccer (or football) and marketing in Brazil

12:30 Best ad channels in Brazil

18:10 Trust and marketing for crypto apps

20:20 Creative optimization in Brazil

22:30 Mobile ad targeting

25:00 Least censored opinion about mobile and marketing

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 ecosystem is being impacted, she says.

The good news: it’s still growing. The bad news: it’s not growing quite as fast.

We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023.



Timestamps

0:00 Kate Scott-Dawkins

3:15 Multiple iOS app stores

5:40 6.5% global advertising growth in 2023

8:15 Mobile and CTV are outperforming

10:00 Biggest ad opportunities

13:20 $111 billion in retail media

19:00 TikTok

24:00 Least censored opinion about mobile

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 questions as hosts John Koetsier and Peggy Anne Salz dive into CTV with Jonathan Yantz.

Timestamps

0:00 Jonathan Yantz, M&C Saatchi Performance 

3:01 Streaming TV and advertising

4:50 Targeting and CTV

9:30 Strategies for a fragmented market

15:05 Adapting ads for streaming media

20:50 CTV to mobile app ads

25:50 Least censored opinion about CTV advertising

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 ads, A/B testing, and how to come up with truly creative ideas for new ad campaigns.

Timestamps

0:00 Philippa Layburn, UA manager for Trailmix

3:30 Merge games

4:45 Art and science in advertising

10:30 Quirky ads: yes or no?

13:00 Hook rate

15:30 Winning vs losing ads

26:00 Least censored opinion about mobile marketing