Escuchar Apptivate: App Marketing Explained

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 Uber * 1:57 Marketing as one global team * 7:55 Nailing the basics: Liam’s POV * 11:32 Balancing brand and growth * 14:00 AI & critical thinking * 16:37 Keeping a varied media diet * 18:23 Scaling in a privacy-first world * 19:48 What to do in Amsterdam QUOTES: (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 LinkedIn [https://www.linkedin.com/in/liambr/] * Uber Eats [https://www.ubereats.com/?srsltid=AfmBOooidzg0q5LHfcThKeTiM84hXJum_VlZUVXWBSNevmfVj9qe_RVL]

There are a lot of data sensitivities when it comes to marketing in the healthcare and wellness space. This week on Apptivate, we speak with Kevin Bell, the Performance Marketing Lead at Mochi Health, about navigating Facebook’s recent changes to events for advertisers in these industries. Kevin gives you the background on the platform’s changes, and how his team adapted their marketing strategy to meet Facebook’s new criteria under HIPAA compliance. You’ll also learn about the limitations of marketing creatives and how they’re leveraging AI to optimize their campaign performance and grow. QUESTIONS KEVIN ANSWERED IN THIS EPISODE: * Can you share what Mochi Health does and the value it provides to its consumers? * What are some of the challenges you face in your role as Director of Performance Marketing for a platform in the healthcare space? * Can you give us a sense of your media mix? * What’s happening with the change of Facebook events for health and wellness businesses? * How much of a heads-up did Facebook give you? * How did you adapt your marketing strategy? * What’s the impact of this change on the performance of your campaigns? * Can you tell us a little about the limitations of creatives for your platform and how you optimize them for a platform like Facebook? * What predictions do you have for this upcoming year at Mochi Health? TIMESTAMP: * 0:56 What does Mochi Health do? * 2:19 Challenges in healthcare marketing * 4:08 Facebook’s event changes for health and wellness industry advertisers * 6:19 How to adapt your marketing strategy for Facebook events * 7:57 How has this impacted campaign performance? * 8:43 Constraints on creatives in the healthcare space * 9:55 Optimizing creatives with an internal AI tool * 13:08 What’s coming up for Mochi Health QUOTES: (4:34-4:58) “Facebook reached out to a number of companies that were in the health and wellness space and basically told them that we were no longer able to optimize our campaigns off of any type of purchase event, add-to-cart event, customer registration – basically any event that wasn't a ‘page view’. And obviously, that's quite concerning because for all advertisers, if you ever run money on Facebook, you know that optimizing for anything that's not your goal is not going to get you anywhere.” (6:49-6:58) “The idea is you want to make sure that you’re not sending Facebook any details towards who is a person that has actually made a purchase because by doing so, you’re walking into potential HIPAA compliance issues.” MENTIONED IN THIS EPISODE: * Kevin Bell’s LinkedIn [https://www.linkedin.com/in/kevinbelljr/] * Mochi Health [https://joinmochi.com/]

In this episode of Remerge’s Apptivate podcast, we chat with Yoni Nijober, the Director of Partnerships at exmox, a platform that helps mobile gaming companies scale their user base through engagement-driven, rewarded user acquisition. You’ll learn why rewarded UA used to have a bad reputation, how it’s evolved, the benefits of working with a rewarded UA network for certain mobile games, how to pick your rewarded UA partner, and much more. QUESTIONS YONI ANSWERED IN THIS EPISODE: * Can you give us the quick exmox pitch and tell us about what you do there? * What does your day-to-day look like? * What makes exmox different from other rewarded platforms? * Why did rewarded UA have a bad rep five years ago and what’s changed now? * Are there certain kinds of games that see better results with rewarded UA? * What are common mistakes to avoid when getting started with rewarded UA? * Do marketers give you a ROAS target, or are there other data points? * What should advertisers look for when choosing a rewarded platform to work with? * How do you think rewarded UA will change in the coming years? * How do you stay on top of the changes in your industry? * What’s exmox excited about for the coming year? TIMESTAMP: * 0:22 About exmox and Yoni’s role * 3:19 What sets exmox apart from other rewarded UA providers * 6:15 Why rewarded UA used to have a bad reputation * 8:42 What types of games have the best results with rewarded networks * 9:48 Common mistakes to avoid getting started with rewarded UA * 12:27 Benefits of working with rewarded networks * 14:15 What to look for in a rewarded partner * 18:46 Working with rewarded networks * 21:56 How to spend a weekend in Hamburg QUOTES: (4:40-4:50) “We found after years of trying and testing that reward flows work the best when you can really engage your users for a long period of time.” (8:45-9:03) “Most rewarded networks prefer the games that have a higher IP share, mostly because it means you can leverage those reward flows way better. It’s also a matter of how much money a gaming company can pay per user.” MENTIONED IN THIS EPISODE: * Yoni Nijboer’s LinkedIn [https://www.linkedin.com/in/yoninijboer/] * exmox [https://exmox.com/]

Joshua Javaheri is the CEO and founder of Lucky Day, the mobile entertainment company behind games like Bingo Stars, Solitaire Royale, and Blackjack Royale. In this episode, Joshua shares his story and the strategies behind Lucky Day’s success – from concept, creation, and the development of their flagship titles, to the hard lessons he’s learned along the way. QUESTIONS JOSHUA ANSWERED IN THIS EPISODE: * What inspired you to create Lucky Day? * How long did it take to create your app? * How do you find high-quality users and how do you keep them engaged? * How do you collect customer feedback? * And how do you work on improving your product? * How are you reaching new audiences globally? Are you anticipating any challenges? * How do you retain customers? * How is Lucky Day leveraging technology to stay ahead of the curve? * Looking back on college, did you think you’d be here now? * What advice would you give kids interested in getting into mobile gaming? * What’s one lesson at Lucky Day that surprised you the most? * Are there any books or people who have influenced you? TIMESTAMP: * 0:57 Lucky Day’s origin story * 3:30 Launching Lucky Day * 5:43 Presenting your app to keep users engaged * 6:51 How Joshua listens to customer feedback * 7:56 Keeping content fresh in mobile games * 9:24 Retention, retention, retention * 11:45 Thinking about the future * 15:51 Reflecting on the journey and mistakes * 17:00 Advice to aspiring mobile game founders * 28:20 Influencers to Joshua * 29:43 Offer to mentor QUOTES: (6:12-6:23) “We try the best we can to give players a glimpse into all the awesome things they can unlock as they progress – but that’s what it’s all about. It’s about continuously evolving the experience as a player progresses through their journey.” (10:12-10:18) “A player should never have an issue when they launch your product. It should always open as quickly as possible and be issue-free. Retention starts with quality.” (15:28-15:36) “If you give a customer something they love, people will spend money. It’s not hard. It’s more like building something they love that’s hard.” MENTIONED IN THIS EPISODE: * Joshua Javaheri’s LinkedIn [https://www.linkedin.com/in/joshjavaheri/] * Lucky Day [https://luckyday.com/]

Aaron Diaz is the Manager of Mobile User Acquisition at 2K, the American video game publisher behind NBA 2K, Borderlands 2, and other popular role-playing, sports, and strategy games. In this episode, Taylor quizzes Aaron on his keys to UA success across the big titles he’s worked on over his career, including how he reached 10,000 users in less than 24 hours for the soft launch of a new game. QUESTIONS AARON ANSWERED IN THIS EPISODE: * Can you tell us about the game you recently did a soft launch for and some of its unique challenges for you and your team? * What was your strategy to get 10,000 users within 24 hours? * How would you approach reaching 10K users differently if you had a month? * How do you work with other teams to determine the KPIs of success for any launch? * What works with testing new channels? * How do previous launches help inform future launches for different types of games? * How do you define success in the very early stages of testing? * Are you using AI to do anything at work today? * What’s something you wish someone would have told you about UA earlier in your career? * Are there any new channels that you’re thinking about? * How do you keep up with the industry? TIMESTAMP: * 0:53 Getting 10k users within 24 hours * 5:10 Aligning KPIs with other teams * 6:04 The key to testing new channels * 8:14 The best way to learn from past launches * 9:24 Defining success for game launches * 10:50 How are you using AI? * 12:04 Advice to emerging UA marketers * 13:21 Placing bets on CTV * 15:39 Staying on top of the mobile industry * 17:55 What Aaron predicts for 2025 * 21:08 What to do in the East San Francisco Bay QUOTES: (8:51-9:00) “At the end of the day, experience is the best teacher. You’re not really going to learn a lot until you actually get your foot in the door running campaigns.”  (12:09-12:13) “Don’t put too much pressure on yourself and don’t be afraid if you don't see results right away.” (12:31-12:47)  "UA is almost like gambling. You make an estimate of what's going to work for you. You don't necessarily have the answers 100% of the time, but using data, you can make the assumption that this campaign is going to work in the long run if you put a little spend on it." MENTIONED IN THIS EPISODE: * Aaron Diaz’s LinkedIn [https://www.linkedin.com/in/a-arondiaz4/] * 2K Games [https://www.2k.com/en-US/]