Business of Apps Podcast

#34: Privacy & data in mobile with Alex Ritchie, Product Manager, Privacy and Data at AdColony

Do you take your smartphone for granted? Even though you’ve had it for years and use it every day? What personal and private data is collected about you and the apps you use?
For the last couple years the importance of an internet user privacy, as well as collecting and using mobile users personal data has grown significantly. The mobile industry has come a long way from the time when these matters were perceived as purely the roam of academic discussions to growing adoption and legislations in Europe and US.
Today’s guest is Alex Ritchie, Product Manager of Privacy and Data at AdColony. Alex describes how, what, and why companies collect and use privacy and personal data in mobile.
Today’s Topics Include:
✔️ AdColony: Intermediary that facilitates buying and delivery of in-app ad inventory
✔️ Solution Architecture: Design and manage mechanisms for privacy compliance
✔️ Industry vs. Legalese: Not a lawyer, but translator and planner of privacy needs
✔️ GDPR, CCPA, and COPPA: Privacy-related rules and regulations to enforce compliance
✔️ AdColony collects some personal data, such as pseudonymous IDs, to share with SDK
✔️ AdColony’s End-User Privacy Policies: Above and beyond what’s legally required
✔️ Digital Privacy: #1 most important issue in mobile advertising industry now, next 5 years
✔️ Progressive Privacy: What will Apple and Google do to respond to regulation changes?
✔️ App Publishers: Proper data collection is knowing what’s being collected and processed
✔️ Privacy Rules/Sentiments: Be privacy proactive, minimalist, and conservatism
Links and Resources:
Alex Ritchie on LinkedIn
AdColony
General Data Protection Regulation (GDPR)
California Consumer Privacy Act (CCPA)
Children’s Online Privacy Protection Act (COPPA)
Business Of Apps – connecting the app industry
Tweets/Quotes by Alex Ritchie:
“I really got to…discover my passion for privacy in helping measurement marketing providers design and kind of manage the mechanisms for privacy compliance.”
“There’s no better time than right now to be working in privacy.”
“Digital privacy is the number one most important issue in the mobile advertising industry today.”
“The mobile industry is being presented an amazing opportunity to be better at being transparent.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#33: Advertising on TikTok with Tiffany Ou, GM Americas at Nativex

To make an app business sustainable, app marketers need to have a robust strategy to secure their apps growth. When app growth slows down, should marketers try advertising on a new channel? If yes, what channel? TikTok, of course.
Today TikTok app marketing is one of the hot topics that you can see in agenda of so many mobile marketing online summits, webinars, and workshops. App marketing professionals consider TikTok marketing to be one of the most effective types of app marketing.
Today’s guest is Tiffany Ou, General Manager (Americas) at Nativex, which allows marketers to generate strong and sustainable growth through universal access to digital channels.
Today’s Topics Include:
✔️  U.S. vs. China: Similarities and differences in social media landscape, mobile ad market
✔️  5 Major U.S. Players: Facebook, Google, Instagram, Snap, and TikTok
✔️  China Market: Immediate and dynamic platform with new players and apps every day
✔️  What to Watch: Popular/relevant content; no need to search TikTok for what you want
✔️  Age Groups: Not only under 18 are using TikTok; much more older audience adapting
✔️  TikTok: Monetization goal to create effective app ad campaign/platform is less advanced
✔️  Influencers/creators become brand advocates, if they believe in your products/services
✔️  App Advice: China is hot market with user base/money, but unique mobile ecosystem
✔️  ISBN Requirements: Don’t be a copycat or use obscene language for game approval
Links and Resources:
Tiffany Ou on LinkedInNativexNativex Expands Media Buying Solution with TikTok Partnership
Tweets/Quotes by Tiffany Ou:
“Social network user in China is about 800 million, it’s much larger than the U.S. Also, 98% of Chinese people are using their phone to access the Internet.”
“In China, there’s so many new players coming out almost every day. The Chinese social landscape is so much more dynamic that there are so many rising stars.”
TikTok: No PC required; 100% mobile.
“TikTok is a social app or a platform that can help any brand to build their awareness globally very, very quickly. The engagement is very high.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#11: App UA and retention via geo-localized ads with Marco Scabioli, Mobile Marketing Manager at FlixBus Munich

Today the very next goal on every app marketer’s agenda, after acquiring app users, – to retain them. According to multiple sources, the app industry 90 days retention rate varies from 32% to 4% percent, meaning, within three month period, at least every third app user stops using the app.
In this episode, we talk with Marco about how to retain app users using geo-localized ads.
Today’s Topics Include:
💡 What are hyper-localized ad campaigns?
🇬🇧 A smart strategy to localize paid and non-paid ads
💪 Retention Rate: Rely on data and customized communication through the customer journey
💰Ad Spend: Budget for beta testing to create efficient, elastic, and incremental campaigns
💡Ad Creatives: Effective campaigns rely on workarounds, channels, and feedback
🤝 Media Buying: Streamline the process by screening partners/networks and creating backlog 
Links and Resources:
Marco Scabioli on LinkedIn
FlixBus
Business Of Apps – connecting the app industry
Quotes by Marco Scabioli:
“Our aim is, actually, change the way most people travel.”
“I know how important it is for a solid marketing department to be interconnected to share knowledge and best practices that can be useful across different channels.”
“Hyper-localized ads are a solution that we came up with to match the right products with the right people.”
“Learn how different campaigns react to different spending budgets.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#149: Mobile Growth Acceleration: from 0 to 300k users in a year with Yoann Pavy, CMO at Nude

When you are looking for a new car to buy, chances are you may check how long it takes for your future ride to accelerate from 0 to 60 miles per hour (for non-American listeners I mean 100 km/hour). Obviously you, as an app marketer, don’t accelerate apps in space, you accelerate their growth in time.
Today, I have Yoann to tell you a story of what it took for him and his team to acquire 300k users for their fintech app Nude during the first year on the market.
Today’s Topics Include:
Digital marketing starting point - places to discover the app
How word of mouth took off for the app
Nude paid advertising strategy
How does the newsletter marketing channel work for the app?
What Yoann would like to change in mobile marketing the most
Android or iOS?
Laricea's first mobile phone
Leaving his smartphone at home, what features would Yoann miss most?
What features Yoann would like to see added to his smartphone?
Links and Resources:
Yoann Pavy on LinkedIn
Nude
Business Of Apps - connecting the app industry
Quotes from Yoann Pavy:
“We wanted to be really transparent with our customers - no jargon, very easy-going voice, we are not hiding the fig leaves."
“We came on the market differentiated with a single goal which made our job in marketing with my team a lot easier."
"We got focused really early on how could we accelerate its virality and word of mouth through our product."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#150: How to scale user acquisition in 2023 with Matthew Lord, CSO and Lee Aho, EVP of Marketers Perform[cb]

This episode is different, recently we hosted a webinar featuring Perform[cb] team talking about how to scale user acquisition in 2023 and we’re releasing a recording of this conversation with Matthew and Lee.
It was a lively discussion that covered a lot of ground, including:
Competitive optimizations for efficient ad spend
Maximizing reach through top traffic channels
Campaign strategies to test ahead of Q4
Three user acquisition success stories with top marketers, including FanDuel
Links and Resources:
Matthew Lord on LinkedIn
Lee Aho on LinkedIn
Perform[cb]
Business Of Apps - connecting the app industry
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#148: The story of Dorothy Perkins mobile’s growth with Laricea Roman-Halliday, Head of Marketing at Dorothy Perkins

The retail market, and fashion in particular, has been going through some dramatic changes. The impact of COVID-19 on fashion brands was huge - people were forced to start using mobile apps to buy their new outfits sitting at home and it triggered a lot of changes in how fashion retailers do their business. On the other hand, we see the rising fashion brands like Chinese SHEIN, which has an impact on the fashion industry kind of like TikTok has on the mobile ad landscape. Long story short - the competition is fierce and managing to grow your fashion brand on mobile is not an easy feat and today Laricea will share with us her story of what it takes.
Today’s Topics Include:
The current mobile retail landscape
Native versus paid user acquisition - how it works for Dorothy Perkins mobile app
What app marketing channels work the best for the DP brand
What new channels to try
What Laricea would like to change in mobile marketing the most
Android or iOS?
Laricea's first mobile phone
Leaving her smartphone at home, what features would Laricea miss most?
What features Laricea would like to see added to her smartphone?
Links and Resources:
Laricea Roman-Halliday on LinkedIn
Laricea's book on Blurb (Paperback) - 100% of sales go towards planting trees with Forest Without Frontiers.
Laricea's book on Amazon UK (electronic)
Dorothy Perkins
Business Of Apps - connecting the app industry
Quotes from Laricea Roman-Halliday:
“It's been very challenging, because of the competition and also how people consume fast fashion and how they view the industry as well." “Consumers have become more and more conscious of where things are made, how are they made, fair practices, environmental issues" "I'm a big believer in continuing spending on brand despite all these trouble times" 
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#147: First-party data: the mobile paradigm shift with Ben Jeger, VP EMEA of Moloco

First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation.
No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco.
Today’s Topics Include:
What is first-party data
First-party vs. Third-party data efficiency
Ben's take on ChatGPT's impact on the mobile ad industry
What Ben would like to change about the mobile app industry
Android or iOS?
Eran's first mobile phone
Leaving his smartphone at home, what features would Ben miss most?
What features Ben would like to see added to his smartphone?
Links and Resources:
Ben Jeger on LinkedIn
Moloco
Business Of Apps - connecting the app industry
Quotes from Ben Jeger:
“The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple."
“I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#146: ASO with ChatGPT with Thomas Kriebernegg, CEO & Co-founder of App Radar

ChatGPT. By now this AI tool’s name is so familiar to you, it took only a few months for the OpenAI breakthrough Artificial Intelligence tool to touch so many business and non-business related areas. Articles, TV interviews, podcasts, never ending Twitter exchange of thoughts, hopes and fears for this brand new tech. But how can we apply ChatGPT to the App Store Optimization? To answer this question, I’ve reached Thomas from App Radar App Store Optimization company.
Today’s Topics Include:
What Thomas think about ChatGPT
How to apply ChatGPT to ASO
What are ChatGPT's limitations ASO-wise
ChatGPT's downside
What Thomas would like to change about mobile app marketing
Links and Resources:
Thomas Kriebernegg on LinkedIn
App Radar
Business Of Apps - connecting the app industry
Quotes from Thomas Kriebernegg:
“I have to say that over the course of the last years I think I have been experiencing some of the trends that were happening within the roam of online marketing, new tech. For example, I was there when Google Ads was first launched in Austria." “I think it's just the adoption rate, it's on the different level [as opposed to the launch of the Internet back in mid 90s], how many people are getting into this topic [ChatGPT], how fast they can get into the topic."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#145: SKAdNetwork 4.0: what’s in it for you with Eran Friedman, Co-Founder and CTO at Singular

It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren’t sure what letters in this acronym should and shouldn’t be capitalized, let alone what impact this ad network API from Apple will have on the app industry.
Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more.
Today’s Topics Include:
What is SKAdNetwork
SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier
Multiple Postbacks
Postbacks Delays and Locking Conversion
Web-to-app support
Conversion Value Decrease
How well this recent update addressed advertisers' dreams and hopes
What Eran would like to change about the mobile app industry
Android or iOS?
Eran's first mobile phone
Leaving his smartphone at home, what features would Eran miss most?
What features Eran would like to see added to his smartphone?
Links and Resources:
Eran Friedman on LinkedIn
Singular
Business Of Apps - connecting the app industry
Quotes from Eran Friedman:
“The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork"
“There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA."
“I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft]  that may be launched soon."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#144: ASA + ASO = app growth app with Emre Bilgic, Senior Sales Engineer at MobileAction

If you are an app marketer, one of the ways you can slice the app marketing pie is to cut it into paid and free parts. Of course, when you think about the free part, App Store Optimization comes to mind. To be fair, it’s not entirely free but the idea is that you don’t pay for all app installs you get with ASO techniques.
When you mind wonders about the paid part, chances are paid ads with Apple’s Search Ads will pop up in your mind.
Now, the question is - can both ASO and ASA work together? Perhaps you, like me, saw this question being raised online before but I do want to hear what Emre has to say about it.
Today’s Topics Include:
What is Apple Search Ads platform
What is App Store Optimization
The App Store keyword ranking algorithm
How Apple Search Ads help ASO
How to increase a mobile app rankings using ASA
How ASO can be beneficial for Apple Search Ads campaigns
Custom Product Pages
Android or iOS?
Emre's first mobile phone
Leaving her smartphone at home, what features would Emre miss most?
What features Emre would like to see added to his smartphone?
Links and Resources:
Emre Bilgic on LinkedIn
MobileAction
Business Of Apps - connecting the app industry
Quotes from Emre Bilgic:
“There are three major factors that effecting keyword rankings very strongly - the ranking that a particular keyword may have, the Conversion Rate, daily downloads number the app has for that keyword. "
“I'm really expecting a lot of things that come out from Apple in the upcoming years that probably are going to have the industry, hopefully in a more positive way."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024