The Groove

$2 trillion is on the table, and only one thing will determine if your brand can carve out a portion of the pie: personalization. No longer just a buzzword, personalization has become the dividing line between average brands and top performers. As Mark Abraham explains in his latest release, the game has changed—soon, brands won’t be judged by product quality alone but by the custom-tailored exper...

With mobile game D1 churn rates sitting at an impressive 72% , studios can’t afford to disrupt gameplay with annoying or irrelevant ads. Sahil Modi , Partnership Manager at Audiomob , offers audio ads as an alternative. He explains how Audiomob’s contextually targeted in-game ads rocket ad revenue while reducing gameplay friction. Tune in to this episode as Sahil reveals Audiomob’s newest integrat...

You can’t have a great game without great creatives or craft great creatives without a strong testing strategy. But, testing high volumes of creatives doesn't always translate into valuable creatives and campaign wins. So, what happens when you pause testing altogether? And which networks will let new creatives break through the noise? Spoiler alert 🚨 the answers will rock your world! Ayşen Kırat...

Big audiences can mean big money, and in India, that’s a model on steroids. A whopping one in three are gaming fans, avid players who also splash the cash to the tune of over 131 billion transactions , a large share of which were attributed to games. The major driver is the country’s real-time payment system, United Payments Interface (UPI), which allows users to pay for products instantly via mob...

In a world where the melody of experience often gets lost in the clamor to cut costs, greyhairworks reminds us that the biggest hits happen when collaboration spans generations and involves seasoned professionals who know how to hit all the right notes. Company co-founder Alex Meisl tells Peggy Anne Salz how he assembled a band of veteran industry rock stars to fuse no BS consultancy services with...

Your brand needs a distinct voice, and now your chatbot needs a dynamic personality to engage and retain customers. Conversica CEO Jim Kaskade joins host Peggy Anne Salz to discuss how harnessing customer-facing AI and chatbots that align with your brand’s tone, style, and values can help drive massive uplift across the customer journey. He reveals how companies that leverage Conversica’s conversa...

Named one of IMPACT’s 50 Most Influential Women in Media & Marketing annually since 2018, Vasuta Agarwal is a resourceful, results-oriented manager who leads from the front. With over 16 years of experience across the digital industry, she began her career as a consultant before switching gears to join InMobi , where she straddled multiple roles and geos—building and scaling businesses within...

AI is THE buzzword feeding a frenzy of hype, but few brands actually dish out sweet solutions that go beyond to provide real value. This week, we shine a spotlight on AI-powered Appier and lift the lid on how the company's gen-AI capabilities and AI-driven insights generate 130% ROAS and “exceptionally short recoup periods” for its clients. Bobbie Hollanders , Head of Sales & Account Managemen...

Creativity powers connection and conversion, offering brands an edge, especially in a post-privacy world where performance marketing can miss the mark. But what is the creative process, how can it be made accessible, and what steps does your brand need to take to capture the hearts—and wallets—of consumers today? Walter T Geer III and Imsety Taylor answer all these questions and more in this week'...

Profitable growth in a privacy-first landscape means embracing the shifts and shakes in the adtech industry. But staying up to date is no small feat—especially as major players continue to move goalposts and muddy the water with unclear expectations on enforcement. Luckily, David Philippson , Co-Founder and CEO of Dataseat , a contextual mobile DSP, is on top of it all. David unpacks everything fr...

It’s time to ditch traditional tools and adopt a fiercely customer-centric focus—or risk losing your customers altogether. This is unchartered territory for most marketers, and we get much-needed inspiration and direction from Paul Meinshausen , Co-founder and CEO of Aampe , a company that reimagines personalization through messaging and revitalizes brands' communication stacks with its reinforcem...

Driven by their frustration with a New York Times piece showcasing the movers and shakers of AI without mentioning a single woman, Jenny Kay Pollock and Reut Lazo took action and founded Women and AI , a powerhouse nonprofit committed to smashing gender biases and celebrating the remarkable strides women are making in the artificial intelligence field. Jenny and Reut team up with Peggy Anne Salz i...

For most brands, the spray-and-pray approach to ad creative has taken a backseat, favored instead by precise targeting that increases the chances of connecting with consumers and clinching the conversion. Crystal Bai , Senior Director of Marketing, joins the show this week to discuss how SocialPeta ensures its clients' creatives hit the right audience with the right message every time. **CHAPTER T...

Over 2 billion voters in 50 countries are heading to the polls this year—and they need reliable information to make informed decisions. To combat the detrimental deepfakes and salatious misinformation, one brand developed a "digital trust network for social good." Jeff Roberto , CMO of Nodle , discusses Nodle's new app, Click, and how it cuts through misinformation and ensures accuracy with three...

When dealing with younger customers, some banks employ predatory practices and capitalize on their lack of financial knowledge. Copper Banking does the opposite. Copper Banking's CEO and Co-Founder, Eddie Behringer , takes the mic this week to explain how his app flips the industry standard on its head by building financial literacy for young people from the first step. He details how Copper Banki...

As marketers grapple with the challenges of measurement in a privacy-first landscape, CTV stands out as a crowd-pleaser. Its ability to get granular with available data and point to specific actions that clinched the conversion makes including it in your marketing mix a no-brainer. Jonathan Yantz , Managing Partner at M&C Saatchi Performance , dives deep into the details of this channel, from...

When AI is at the top of most marketers' minds, it can be difficult to discern which brands are truly tapped in and which are chasing trends. Bob Hollanders , Head of Sales Account & Management, EMEA & US, proves to Peggy Anne Salz that AI is more than a buzzword at Appier and delves into his insights on where marketers are succeeding in implementing AI into their stack as well as what non...

Performance marketing used to be app marketers' golden goose—at least when attribution signals were plentiful, and UA managers were free to splash the cash netting new users. Today's performance marketing is a far cry from its pre-IDFA counterpart. Megan Price , Account Supervisor at M&C Saatchi Performance , explains the shift and how app marketers can nail the new performance marketing in 20...

Until now, we've known Aarki as the powerhouse mobile advertising platform that specializes in delivering personalized ads to mobile app users. Now, we'll start seeing them in a new light. Avi Das , Chief Revenue Officer and Chaitanya Upadhyay , Chief Product Officer, walk Peggy Anne Salz through the Aarki rebrand—from its refreshed values and identity to its revamped products and prices. **Chapte...

Non-gaming apps are climbing the ranks in the app stores but still have notes to take from their gaming counterparts on acquisition and performance. Alex Li , Senior Director of Global Non-Gaming App Discovery at AppLovin , joins Peggy Anne Salz to share pages from his playbook on what non-gaming apps need to know to power profitable growth in 2024.

AI opens access to new data on every channel, and everybody—from advertisers to manufacturers—is stepping up their game to get in front of and extract value from premium players. Faheem Saiyad , Director of AppSamurai —the "one-stop-shop" mobile UA platform—shares the marketing mix and alternative monetization options that attract high-value players and how to effectively analyze your data to powe...

What do you do when your organization is set on vanity metrics like clicks, and you are focused on the KPIs that really matter, like engagement and retention? How do you push for goals without sounding pushy? And when do you let users go because data shows winning them back will likely burn more cash than it generates in the longer term? These are the questions that CRM experts like Vernesa Ćutuk...

Your company is sitting on a stockpile of valuable customer insights—but accessing and extracting the right data to power effective marketing and engagement strategies can be a stretch. Sure, the answer is in the data— provided you know the right questions to ask and the events to prioritize. Stacy Earl , Head of CRM and User Retention at online rewards platform KashKick , returns to The Groove to...

In today’s attention arena, personalization equals profit. This is where AI-powered solutions shine, equipping companies to customize the app experience and explore new areas where greater personalization can yield massive returns. While many companies focus on smart ways to fill the marketing funnel with content and campaigns tailored to treat users like individuals, a few fast-movers are cashing...

This summer was a “Barbie” blowout! The blockbuster movie distributed by Warner Bros. brought in over $1.4 billion at the box office this summer, making it 2023’s highest-grossing film—and the topic of social media’s hottest trends. One of these viral hits, powered by an AI photo-editing app, stood out from the rest. With the help of PhotoRoom’s Selfie Generator, 13 million people created, posted...