Business of Apps Podcast

#176: A Mobile Consumer Behaviors landscape with Paul Neto, co-founder, Chief Marketing Officer at Measure Protocol

Ok, if you work in a brick-and-mortar mall you can see your customers in person daily and you even have a chance to know some of them better than others.
If you own a mobile app, you stare at your laptop’s screen and you better have a good consumer intelligence platform in hand to have a clue about what people use your app, so you can serve them well.
In this episode we have Paul to talk about his company’s “AppLife Report 2023 Vol. 2” report that talks about app users’ behavior.
Today’s Topics Include:
Paul Neto's background
What is Measure Protocol today
Bird-view on the AppLife Report 2023 Vol. 2
Generational differences in app preferences
TikTok users' behavior
Customers' journeys
Priority engagement for mobile apps
Top 5 trends
What Paul would like to change about the ad tech today
Android or iOS?
Leaving his smartphone at home, what features would Paul miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Paul Neto on LinkedIn
Measure Protocol company
AppLife Report 2023 Vol. 2
Business Of Apps - connecting the app industry
Quotes from Paul Neto:
" And I think we're just in the early stages and maybe underappreciate some of the changes that are being driven by  TikTok. So, for example, the volume is immense. If you look at younger audiences, they're browsing about 5,400 videos a month. Older audience, it's around, 1,600 videos. That's a massive amount of content. Secondly, actual engagement with the app is, through the ceiling."
"And so we look at what are some of the top apps that people use when they first pick up the phone. And we see often it's for communication for across for all the generations. So things like messaging, Snapchat or even Discord tend to be ranked relatively high, of the reason why you pick up this device. So it often ends up being communication or some kind of entertainment. And entertainment will be things like Instagram, TikTok and YouTube. All those tend to bubble to the top."
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#175: Enterprise app development security with Greg Ellis, General Manager, Application Security at Digital.ai

Unless you’re listening to me from Mars or some other planet, you know that today cybersecurity as important as the physical one, they both are intertwined and security breaches are being reported almost daily.
It’s about personal data security on your phone and computer and security of big corporations and non-profit. In this episode, we invited Greg to talk about security in the app development process.
Today’s Topics Include:
Greg Ellis background
What is Digital.ai today
What is DevSecOps, benefits and challenges
Practices and tools for DevSecOps
How to improve app development teams' security performance
How to handle security incidents
What Greg would like to change about the Big Tech today
Android or iOS?
Leaving his smartphone at home, what features would Greg miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Greg Ellis on LinkedIn
Digital.ai company
Business Of Apps - connecting the app industry
Quotes from Greg Ellis:
"We've actually heard of some customers that inadvertently release a non protected application out in the wild. And so you really want to make sure that you've got those tools in place to catch that. But then once the applications themselves are deployed, it's just as important to ensure that those apps are monitored for active attacks and collecting thread analytics and then responding in real time via runtime application self protected and feeding those insights into the next. Devsecop cycle."
"So that human aspect still needs to be in there. And Ai isn't going to necessarily be the end all and be all, but it's there really to augment the work that we're doing and try to reduce our workload. And that combination of Ai technologies and human intelligence really creates a more robust defense against security incidents and vulnerabilities in these mobile app environments."
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#174: Strategies to master retail on mobile with Lexi Sydow Director, Corporate Marketing & Insights at Data.ai

How was your shopping this year? How long is your Amazon 2023 Orders list by now?
Of course it wasn’t only you and it wasn’t only about Amazon (even though you may justifiably have an impression that it’s always about Amazon :-) ) - well, the whole planet went shopping every second on multiple retail apps.
To comprehend that scale we’ve invited Lexi to talk about one of the latest Data.ai reports “Strategies to master retail on mobile”
Today’s Topics Include:
Lexi Sydow background
What is Data.ai today
Strategies to master retail on mobile report overview
Performance Score benchmark
How much time people spent in retail apps in Q3, 2023
Number of downloads for shopping apps in Q3, 2023
Newcomers and surprises on the Top 10 Shopping Apps list
Takeaways
Links and Resources:
Lexi Sydow on LinkedIn
Data.ai company
Strategies to master retail in mobile
Business Of Apps - connecting the app industry
Quotes from Lexi Sydow:
" It (the Performance Score benchmark) basically gives you this sort of compass to see how you're performing in what sectors you might need to improve.
So it's acquisition, engagement, sentiment and monetization of your app. And so you can dive deeper into each of these buckets and see where you might need to focus more on your strategy. And the beauty of this metric is that it is also driven by applied AI and it is a great sort of almost like a credit score for an app."
"So seeing that many new downloads is really impressive because we do see a lot of e commerce players that are coming in now across the spectrum. "
"Shein did something really interesting. Shein is obviously a fast fashion and its targeting tends to be more Millennial women. And they think their app very Instagramable in its presence. It kind of looks like a social app more than a shopping app at time. Even the images of clothes look like an influencer is curating it, not a corporation that's taking it in a room with models, you know, informal."
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#173: The 2023 Customer Engagement Awards with Josh Hollander, Head of Customer Success at OneSignal

Now, of course - the reason number one why we all in business is to make money, so we can put food on our table, right? But every once in a while we’re pleasantly surprised when our efforts, our midnight oil burning moments, brainstorms and nail-biting get rewarded. When we either in-person or virtually awarded with a prize for what we’re trying to be the best in.
So, today Josh will tell us about OneSignal’s The 2023 Customer Engagement Awards.
Today’s Topics Include:
Josh Hollander background
What is OneSignal today
What is The Custom Engagement Awards
The evaluation process for the awards
The winners
Reasons nominees didn't win
What Josh would like to change about the mobile industry
Links and Resources:
Josh Hollander on LinkedIn
OneSignal company
2023 Customer Engagement Award Winners
Business Of Apps - connecting the app industry
Quotes from Josh Hollander:
"For me, it was really about how do we identify people that are moving the needle"
"Ninety plus percent of people who download your app are going to disappear in the first thirty days. How do we move that from ninety percent to eighty five percent?"
"So there's three cardinal sins in customer engagement and with our platform specifically that I always try to coach people away from."
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#172: “RIP Fingerprinting in 2024: How should advertisers prepare?” live event with Branch, InMobi, and MobileGroove

This week we have another special episode for you, featuring our recent live event with Brach, InMobi and MobileGroove.
There are only two months left in 2023 and the most dramatic mobile attribution shift is about to happen - when Apple’s Privacy Manifests and Google’s Android Privacy Sandbox will be coming to life in 2024. For many mobile advertisers it is still uncharted territory and so we've summoned up experts from the leading mobile marketing and attribution platforms to share a strategy to tackle this looming challenge.
It was hosted by Peggy Anne Salze of MobileGroove and the guests were: Adam Landis, of Branch, Sergio Serra of InMobi DSP.
Links and Resources:
Adam Landis on LinkedIn
Branch company
Sergio Serra on Linkedin
InMobi DSP company
Peggy Anne Salz on Linkedin
MobileGroove company
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#171: 2023 Mobile UA and Monetization landscape with Renz Gonzales, Head of Biz Dev at PropellerAds

October of 2023 is almost over, Halloween is just a week away, Thanksgiving and Black Friday are coming - in other words we are closing this year. So we decided to take a look at what mobile user acquisition and monetization techniques worked this year.
Head of Biz Dev at PropellerAds, Renz is here to give us a tour.
Listeners can use the promo code BOAPROP to get  a $35 bonus* with $150 (or more) deposit for PropellerAds new clients.
 
*not available for wire transfers
Today’s Topics Include:
Renz Gonzales''s background
What is  PropellerAds today
2023 Best-performing ad formats and channels
UA campaign efficiency improvement
Improving app monetization
The role of Generative AI in UA and app monetization
Takeaways
Android or iOS?
Leaving his smartphone at home, what features would Renz miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Renz Gonzales on LinkedIn
Renz Gonzales email
PropellerAds company
Business Of Apps - connecting the app industry
Quotes from Renz Gonzales:
"Many advertisers utilized the power of social media and that definitely paved the way into different types of marketing, influencer marketing is really-really trending. I would say for 2023 in thus far - it's been TikTok, Instagram, Facebook - all of the social media have been used fully for their advantage."
"With app monetization it really has to do with the balance of user experience. We don't really want to have a lot of ads bombarding the users with different types of  ads units."
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#170: ”User Acquisition for Subscription Apps:” App Promotion Summit San Francisco panel

This week we have a bonus episode for you. During this September’s App Promotion Summit San Francisco we had a great panel we want to share with you.
It was hosted by Carolyn Bao of AppsFlyer and the guests were: Annie Wang, Senior User Acquisition Manager at Picsart, Nick Candler, Consultant and Advisor and Zamir Wassermiller, User Acquisition at TextNow.
Links and Resources:
Carolyn Bao on LinkedIn
AppsFlyer company
Nick Candler on Linkedin
Annie Wang on Linkedin
Picsart company
Zamir Wassermiller on Linkedin
Textnow company
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#169: Winning attention of mobile audiences with Mark Slade, VP Brand at Digital Turbine

“May I have your attention please?” - how many times did you hear this ask?
When you look at the screen of your smartphone, tablet or computer, nobody is asking for your attention, companies just fight for that precious 10-15 seconds of your attention when it comes to ads in Instagram Reels or like 43 minutes when it’s about an TV show episode on Netflix.
I know you can’t answer me now but I’m going to ask this question anyway - do people pay attention to ads they see on the screen? So we invited Mark to answer this question and talk about winning attention of mobile audiences.
Today’s Topics Include:
Mark Slade's background
What is Digital Turbine today
The industry KPI measuring transition: viewability to attention
Digital ads concessions
The cooperative model on TV
Mobile gaming as a mobile example of the cooperative model
The takeaways
Links and Resources:
Mark Slide on LinkedIn
Digital Turbine company
Google may have misled dozens of advertisers and violated its own guidelines - report
Business Of Apps - connecting the app industry
Quotes from Mark Slade:
“I think they do pay attention to advertising. I think they pay attention to advertising that's creative, emotive, uses sounds, uses storylines, tells stories. The best advertising has been proven by people like Orlando Wood and System One. It's the one that has all of those components built into the advertising network, and that's what gets people to remember the ads and you get all of that brand uplift.”
“Viewability by the definition of  IAB is fifty percent in view. So fifty percent on screen for two seconds. So this is kind of where the foundation of the problem starts.”
“So it makes it even worse. And then the advertiser really makes the ultimate concession in digital video because they're having very little audio, very little completion and very little remote screen real estate. ”
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#168: Using AI to streamline your Mobile marketing operations with Fouad Saeidi, CEO at App Growth Network

Today people find use for Generative AI tech for so many things - entertainment, science, art and, of course, work. For the first time this tech can actually find applications for people's daily lives, it's easy to use, for the most part, it's free. Yet. Just like any new tech, of course there is a flip side - Generative AI tools like ChatGPT used by hundreds of millions do threat many jobs to go extinct.
But today we want to talk about how Generative AI and AI in general can help to make life of a mobile marketer easier and we have Found Said, CEO of App Gardens to cover for us a few major components of mobile marketers' workflow that can be streamlined by AI.
Today’s Topics Include:
Fouad Saeidi's background
What is App Guardians today
Fouad's take on ChatGPT
How AI can help with mobile ad campaign personalization
The use of AI to analyze app installs and post-install events
The role of AI in combating mobile ad fraud
How AI can help to improve mobile ad campaign performance
Can AI be instrumental in dealing with ad campaign reporting?
Links and Resources:
Fouad Saeidi on LinkedIn
App Guardians company
Business Of Apps - connecting the app industry
Quotes from Fouad Saeidi:
"Leverage AI for your future refined adjacent creation"
"There will always be demand for insights and expertise; the right AI usage can just enhance our productivity"
"UA Campaigns are all about validating the who/what/when with proven hypotheses, The right Ai usage can accelerate us."
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#167: Monetization tool stack best practices, Alex Kudelka, Co-Founder & CRO at Glassfy

Morning. You wake up, go to the gym (hopefully), take a shower and sit at your desk to continue to push the envelope of your app business.
You maybe at the very beginning of your app project journey or not - regardless, the notion of monetization is on your mind. Am I using the right tools? Am I missing something? Do I see the accurate picture of what’s going on?
In this episode, Alex is here to share monetization tool stack best practices.
Today’s Topics Include:
Alex Kudelka's background
Glassfy brief intro
Monetization tool stack definition
How to build monetization tool stack
What tools to include into the stack
What mistakes are made when it comes to building the stack
What Alex would like to change about tech sector the most
Android or iOS?
Alex’s first mobile phone
Leaving his smartphone at home, what features would Alex miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Alex Kudelka on LinkedIn
Glassfy company
Business Of Apps - connecting the app industry
Quotes from Alex Kudelka:
“If you are in that first stage of looking to monetize, the very first decision you need to make is - I need a tool that that will to build app revenue. "
“If you are a solo developer or if you are a new app within a larger company, essential question you should be asking yourself is this a core competence in our team? Is somebody in our team an app revenue expert?"
"If it's not your core competence, chances are you aren't gonna build something as good as a tool that is specifically meant for that problem."
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