Apptivate: App Marketing Explained

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Apptivate is a show that explains app marketing, one expert at a time. It's produced by retargeting specialist Remerge, focusing on the challenges and advancements in the ever-evolving world of mobile marketing. Every week, we interview marketing game-changers and app experts to share industry insights and real-life lessons, covering optimization, incrementality, creative strategy, data science, and more. Subscribe now to stay on the cutting edge of app marketing strategy.

  1. Exposing the myth of ‘perfect data’ with Piotr Prędkiewicz (FORMEL SKIN)

    8월 20일

    Exposing the myth of ‘perfect data’ with Piotr Prędkiewicz (FORMEL SKIN)

    Questions Piotr addresses in this episode: What is FORMEL SKIN, and how does it solve dermatology’s bottleneck in Germany?How did Piotr’s career in analytics develop across multiple verticals?Why is ‘perfect data’ a myth in mobile marketing?How do you responsibly track and aggregate users before registration? What’s the difference between front-end and back-end behavioral data?How do device/user mismatches and changes create analytics headaches?What are the new challenges and gray areas in privacy (GDPR, CCPA, device fingerprinting)?Where does fraud hide in aggregated data, and how do you find it?Why does fraud persist, and what incentives make it so durable?How could success in mobile marketing be measured differently to promote collaboration and integrity?Timestamps (0:00) – Introducing FORMEL SKIN, Piotr’s role, and Germany’s digital dermatology (1:18) – Marketing analytics in dating, fintech, health (2:50) – Why ‘perfect data’ is a myth (5:00) – Assigning pseudo-user IDs, device-based tracking (6:00) – Aggregated data, ‘chasing ghosts,’ and its pitfalls (8:00) – Combining front-end and back-end data; challenges in stitching (9:36) – Device vs. user: confusion, mismatches, and noise (11:13) – Balancing privacy vs. marketing needs; legal and business conflicts (12:30) – Device fingerprinting: what’s legal, what’s risky, and why (14:22) – The end of one-to-one attribution; rise of aggregated, top-level analysis (16:05) – Marketing fraud: what’s changed, sneaky affiliate/network tricks (19:08) – Incentives, alignment failures, and why fraud persists (21:40) – Filtering fraud: long onboarding, compliance, and technical vigilance (23:38) – ‘Success’ in mobile marketing and why responsibility must be shared (32:08) – Wrap up Quotes (2:50)  “Don’t expect perfect data – especially in marketing where different data sources are being combined.” (5:10)  “You try to anchor it to the device…within all the data security and the privacy setup and anchor it to this entity and create one entity.” (15:26) “We can use aggregated data for strategic decisions, like how to shift budgets from channel A to B.” Mentioned in This Episode Piotr Prędkiewicz’s LinkedinFORMEL SKIN

    33분
  2. Retention over reach – and what data says about loyalty – Seema Shah (Sensor Tower)

    8월 6일

    Retention over reach – and what data says about loyalty – Seema Shah (Sensor Tower)

    Questions Seema answered in this episode What is Sensor Tower, and how does it analyze the digital retail economy?What tactics actually drive engagement and conversion for e-commerce apps?How are loyalty programs, membership fees, and incentives engineered to retain users?Why is ‘engagement’ more critical than mere app downloads?What happens when acquisition ad spend dries up (Temu, Shein) and retention isn’t there?How do free shipping, fast returns, and frictionless checkout rewire user habits?What does the data say about the new ‘in-app event’ wars among major retailers?What are the most common blind spots for mid-sized brands trying to compete with giants?How can smaller brands leverage data, urgency, and unique value to build sustainable engagement?What emerging trends should e-commerce marketers prepare for?Timestamps (0:00) – Intro: Sensor Tower, Seema’s role, scope of data and products (3:00) – Why engagement beats downloads: session length, frequency, retention (4:00) – The mechanics of loyalty programs: Amazon Prime, Target Circle, Ulta, and more (8:30) – Tariff threats and the new ad spend math: what happens to MAU when you cut UA? (11:00) – Small brand playbook: driving downloads, boosting engagement, and using incentives (23:32) – In-app events: the new engagement arms race (Amazon, Walmart, Target) (26:00) – The difference between frequency and discretionary shopping (34:00) – Platform evolution, removing friction, and why smaller features win (37:00) –Emerging trends in e-commerce apps (52:15) – Wrap-up: How to connect with Seema, Sensor Tower, and what’s next Quotes (8:50) “Since the removal of the de minimis tax exemption and also the tariffs, we’ve seen a decline in advertising spend and a shift to other countries.” (13:43)  “If you’re a smaller brand and you want to compete, you have to really know who your customer is and what attracted them to you in the first place.” (24:45)  “Frequency seems huge for retention and how much time they’re spending on the app, but how do these top brands keep users coming back without fatiguing them with advertising?” Mentioned in This Episode Sensor TowerSeema Shah Linkedin

    53분
  3. The future of rewarded user acquisition – Moshe Even-Israel (Scrambly)

    7월 23일

    The future of rewarded user acquisition – Moshe Even-Israel (Scrambly)

    Questions Moshe answered in this episode What is Scrambly, and how does it fit into the rewarded UA landscape?Why is rewarded user acquisition resurgent in gaming, finance and surveys?What distinguishes high-intent, high-quality traffic from traffic that’s likely to churn?How does Scrambly fight ad fraud and guarantee legitimate acquisitionWhat’s the business impact of knowing your customers, and how does it transform retention and campaign targeting?What are the new best practices for brands choosing UA partners?Why is data transparency and long-term communication with vendors crucial for ROAS?How does Scrambly’s approach to retention and lookalike targeting shape user LTV?What does Moshe see for the future of rewarded UA and engagement platforms?Timestamps (0:00) – Introduction; why rewarded UA, why now? (1:20) – Scrambly overview: what, where, and whom they serve (2:00) – Rise of rewarded UA vendors; market evolution (2:25) – From high-engagement to high-intent UA: how the space is changing (2:45) – Scrambly’s difference: user selection, intent, offer-matching (3:10) – Loyalty, drop-off, and the “churn” problem (5:00) – Fraud, VPN spoofing, and Scrambly’s KYC protocol (8:00) – Retention campaign setup, advertiser best practices (9:45) – Why transparent ROAS data matters (10:55) – Playtime clock and KYC’s impact on extended retention (11:40) – Where is rewarded UA headed? What’s next? (12:14) – Wrap-up Quotes (2:11) “Traffic used to be engagement-focused to get high rankings on the App Store, but this has evolved to more high-intention UA strategies.” (8:18) “For gaming companies, you should make at least a sixty-day event window for targeting so we can engage the users as much as possible.” (11:56) “The connection that brands have with users from rewarded traffic is super important for the long run.” Mentioned in This Episode ScramblyMoshe Even-Israel Linkedin

    13분
  4. How an airline's app is turning loyalty into currency - Udhara de Silva (Singapore Airlines)

    7월 9일

    How an airline's app is turning loyalty into currency - Udhara de Silva (Singapore Airlines)

    Udhara de Silva, who leads loyalty marketing for Singapore Airlines in Australia, walks through the launch and rapid growth of Kris+, the digital rewards app that enables members to earn and spend miles in restaurants and retail stores – a first for any airline rewards app outside of Singapore. The discussion tracks why Australia was chosen as the testbed, the challenges of localizing a QR-based payment app in a card-centric market, and the dual work of building merchant trust and user habits from zero. Udhara details what drives engagement, how to “double dip” on points, and why genuine merchant partnerships matter more than technical bells and whistles. Listeners get insight into evolving loyalty marketing tactics, campaign strategies, and the real mechanics of building an airline’s everyday brand. Questions Udhara answered in this episode:Why did Singapore Airlines expand Kris+ to Australia first?What unique challenges come with launching a QR code–based payment app in Australia?How do you pitch and onboard merchants before an app is live?What technical features make Kris+ easy for partners to adopt?What’s different about marketing an airline app versus a retail loyalty app?What tactics actually drive repeated use and engagement?What does merchant “densification” mean, and why is it critical?How does Kris+ expand the loyalty audience beyond high-income credit card holders?What’s next for Kris+ in Australia and globally?Timestamp:2:00 – Scope of KrisFlyer: Australia’s place in the global member base 3:00 – The origins and purpose of Kris+ 5:30 – How Kris+ works: earning, spending, “double-dipping” on miles 6:00 – Selecting Australia: market sophistication and loyalty culture 9:00 – Pitching and onboarding merchants, early business development 12:10 – Overcoming the QR code adoption barrier 15:10 – Building merchant trust with low technical overhead 16:00 – Tactics for engagement: push notifications, highlight tiles, gamified challenges 17:00 - Kris+ challenges 18:00 – Advice for marketers launching in new regions 20:00 – The future: merchant densification, market expansion, next steps Quotes:(3:30) “It’s a custom-built app. You scan a QR code, enter the amount, and you get to decide whether you want to either spend your miles that you might have earned from a flight, or you can pay with Apple or Google Pay, and then you earn miles on that transaction. You’re double dipping.”  (13:00) “There are certain high-volume merchants where they have started educating and frontliners have started educating partners. But it's a combination of factors, I think. We're very mindful of the fact that QR codes aren't mainstream yet, and so it's a bit of a slow burn.”   (14:10) “Tailoring the message to the Australian voice, the Australian landscape, the whole lack of familiarity with QR codes — that was something we had to really learn from the ground up.”  Mentioned in this episode:Udhara de Silva’s LinkedInKris+ (Singapore Airlines digital rewards app)KrisFlyer frequent flyer programContact for merchant/partner queries: krisplusau@singaporeair.com.sgBrunetti (Melbourne café, case study for merchant adoption)

    27분
  5. AI in ad production - Hype, hurdles and human touch - Andre Kempe (Admiral Media)

    6월 11일

    AI in ad production - Hype, hurdles and human touch - Andre Kempe (Admiral Media)

    Andre Kempe is the CEO of Admiral Media, a performance marketing agency based in Europe. He returns to Apptivate to discuss the role of AI in creative development for mobile app marketing campaigns. Find out what types of apps can leverage AI in their ads, where the human touch still outperforms the machine, and where AI makes the biggest impact from a mobile marketing standpoint. Questions Andre answered in this episode:Tell us about what Admiral Media does and who you serve.As you’re integrating AI into the creative development process for clients, what were some of the surprising challenges your team encountered?How do you decide when to use a particular AI tool versus a person?What quality and branding assurances do you have in place when developing creatives with AI for clients?Can you quantify how much faster the production of creative variation has become by integrating AI into your workflow?Are there any changes to your process that have had a meaningful impact on ad campaign performance?What types of developments in AI are you most eagerly anticipating when it comes to creative development?Timestamp:1:20 About Admiral Media5:36 Challenges working with AI in creative ad development7:43 Quality control when working with AI tools11:30 How much faster is creative production with AI, really?14:00 The greatest AI advantage15:15 Where AI needs progress in ad productionQuotes:(9:58-10:04) “AI, from my perspective and what I’ve seen so far, is really not where it should be for big brands.” (13:19-13:35) “The time saved with AI is good for sure, but it’s not that much that it’s replacing people easily, because having a human touch to a creative, from what we see so far, is still outperforming on the channels.” Mentioned in this episode:Andre Kempe’s LinkedInAdmiral Media

    18분
  6. Data and growth: Reaching new heights with Skyscanner - Daniel Lupu (Skyscanner)

    5월 28일

    Data and growth: Reaching new heights with Skyscanner - Daniel Lupu (Skyscanner)

    Daniel Lupu is the Senior Marketing Manager at Skyscanner, a search engine for deals on flights, hotels, and car rentals serving 110 million users monthly. In this episode, Daniel shares lessons and results from the tests he’s run. He discusses his team's approach to navigating SKAN, the creative strategies they’ve implemented, and his observations of the relationship between paid and organic search ads on Apple.   Questions Daniel answered in this episode:What is Skyscanner, and what do you do for them?How did your background shape your growth at Skyscanner?What prompted your move into the app marketing space?Can you walk us through your app growth strategy?How do you evaluate success in UA campaigns? What are you optimizing for?What are some tips for getting the best flight?What’s been your approach to navigating SKAN and ATT on iOS? Have you made any creative or strategic shifts to improve performance there?How do paid and organic search on Apple Search Ads influence each other?How do you manage budget allocation and campaign planning for peak travel times?What recommendations do you have for visiting London?Timestamp:0:54 Intro to Skyscanner and Daniel’s role1:27 Daniel’s background4:41 Driving user acquisition in the travel industry8:05 How to find flight deals9:35 Data points beyond SKAN12:23 Insights from their ASA test on paid and organic13:55 Creative testing17:16 Adjusting for seasonality18:20 Lessons learned and solid advice20:50 What to do in LondonQuotes:(18:20-18:41) “I have learned not to make assumptions based on previous learnings. Just because something worked in a certain manner at some point in the past, it doesn’t mean that we’ll see similar behavior from that particular audience or from that particular campaign the next time we run it.” (19:00-19:30) “Don’t try to have the perfect measurement framework. If you think about it, tracking was different back in the day; now it has a lot of challenges, and I don’t think that’s going to improve anytime soon. So if you want to scale, you have to have some solid, valid assumptions and go ahead without having full visibility of your performance.”   Mentioned in this episode:Daniel Lupu’s LinkedInSkyscanner’s app

    23분
  7. Going the distance: Growth lessons from adidas Running - Luca Stefanutti (adidas Running)

    5월 14일

    Going the distance: Growth lessons from adidas Running - Luca Stefanutti (adidas Running)

    In this episode, we chat with Luca Stefanutti, the Director of Growth at adidas Running, the fitness app formerly known as Runtastic. They touch on the app’s role within the larger brand, key performance metrics, implementing new insights within large teams, and Luca’s point of view on some of today’s hottest app marketing topics, like AI, creatives, and the relationship between incremental and organic traffic. Questions Luca answered in this episode:What is Runtastic and what is your role there?How has your background informed your role today?What role does adidas Running play in the brand’s larger digital ecosystem?What key metrics does your team look at when evaluating performance?Can you tell me about an experiment you ran that had surprising results?How do you put the insights you gain from experiments into action?How are you going about personalization in a cookieless, post-IDFA world?What trends are you watching that you think will shape the future of app marketing?Timestamp:0:47 Intro to adidas Running3:10 Luca’s background5:20 The role of adidas Running for the larger brand7:35 Key metrics10:30 Surprising learnings13:00 Implementing new insights into action15:04 Creative strategy for growth & UA17:30 Personalization in a post-IDFA world19:48 Thoughts on current app marketing trends25:58 What to do in Austria for a few days?Quotes:(12:30-12:45) “I think the learning here is that you generally have one core value proposition for your app. Don’t forget about it with all the extra features. Just make sure you connect people to the core value.” (13:45-14:02) “In terms of growth, picking one person from relevant teams to form a cross-functional squad will make sure that all your ideas are developed and spread around.”  Mentioned in this Episode:Luca Stefanutti’s LinkedInadidas Running

    29분
  8. How Uber unified its marketing strategy - Liam Branaghan (Uber)

    4월 30일

    How Uber unified its marketing strategy - Liam Branaghan (Uber)

    In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam’s teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this episode, you’ll learn about the evolution of Uber’s regional marketing teams and how they merged into a single global team. You’ll also hear about their work to refine their localization strategies and the balancing act between brand and performance marketing goals. Questions Liam answered in this episode:How has your team’s strategy evolved over time?What were some of the challenges your team faced when transitioning from a regional marketing team to a global one?Do you have any advice for other marketing leaders facing similar challenges?How does your team work together to ensure they are nailing the intricacies of different geographies?How do you approach new and innovative technologies while still focusing on the fundamentals of marketing?How do you balance long-term brand equity with the need for immediate growth?What predictions do you have for the mobile marketing industry in the next 3 or 4 years?How do you stay up-to-date within the industry?How should brands be thinking about scaling in a privacy-first world?Timestamp:0:35 Liam’s role at Uber1:57 Marketing as one global team7:55 Nailing the basics: Liam’s POV11:32 Balancing brand and growth14:00 AI & critical thinking16:37 Keeping a varied media diet18:23 Scaling in a privacy-first world19:48 What to do in AmsterdamQuotes:(3:05-3:13) “This scaling of a global approach (away from an EMEA approach) is really how we saw scaled and created impact on a level that we hadn’t before.” (12:22-12:41) “We know and see firsthand that there is definitely a close relationship between brand and growth. If brand is doing well, it’s no surprise that we see stronger results as well, and conversion rates and impression levels pick up. But understanding exactly what drives one another and how to optimize that is part of the journey we’re on at the moment.” Mentioned in this Episode:Liam Branaghan’s LinkedInUber Eats

    22분
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Apptivate is a show that explains app marketing, one expert at a time. It's produced by retargeting specialist Remerge, focusing on the challenges and advancements in the ever-evolving world of mobile marketing. Every week, we interview marketing game-changers and app experts to share industry insights and real-life lessons, covering optimization, incrementality, creative strategy, data science, and more. Subscribe now to stay on the cutting edge of app marketing strategy.

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