Season 6, Episode 9: The blandification of marketing (with Adam Singer)
In this episode of the podcast, I speak with Adam Singer about the general trend of brands pivoting their marketing strategies into anodyne and agreeable positioning (and why brands succeed when they don't). Adam is the VP of Marketing at AdQuick and runs the Hot Takes blog.Among other things, Adam and I discuss:The "blandification" of marketingWhy AI output won't displace creativityWhat David Ogilvy would think of the current state of marketingThe role of a CMO and how it should be evaluated The backlash from marketers against the recent American Eagle ad campaignWhat went wrong with Crack Barrel's rebrandThanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
--------
47:41
--------
47:41
Season 6, Episode 8: The headwinds facing agentic commerce (with Andrew Lipsman)
In this episode of the podcast, I speak with Andrew Lipsman, an independent analyst in the retail media space and the author of Media, Ads + Commerce. Andrew and I discuss the prospects for -- and the futility of -- agentic commerce. Among other things, our conversation covers:The definition of 'agentic commerce'The 'fundamental flaws' in agentic commerce from a conceptual and commercial standpointWhether independent agents can capably fulfill commercial transactions if platforms like Amazon and Shopify block themWhether open web advertising is a useful analog for agentic commerceWhether agentic commerce is fundamentally at odds with consumers' interestsAmazon's own implementations of commercial agentsThanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
--------
49:49
--------
49:49
Season 6, Episode 7: Google's Gambit and the future of the open web
In this episode of the podcast, I examine Google's Gambit: its effort to transition Search from a distribution intermediary to an engagement sink. Google's AI Overviews and AI Mode products seek to retain users in the Search experience, rather than forwarding them to external destinations. Many publishers claim that their inbound traffic from Google Search has plummeted, with expectations that this traffic will eventually decline to zero.I've described Google's ambitions with AI Overviews and AI Mode as Google's Gambit: an attempt to utterly reform the core Search experience through AI functionality while not alienating users. In this episode, I unpack Google's motivations behind this gambit and attempt to outline its broader impact on the open web. I also consider this product strategy within the broader context of consumer engagement shifting from web-based content to LLM-empowered chatbots.
--------
31:01
--------
31:01
Season 6, Episode 6: What is signal engineering? (with Itai Kafri)
In this episode of the podcast, I speak with Itai Kafri on the topic of signal engineering. Itai is the Head of Product Growth at Voyantis and previously held senior roles at TikTok and ironSource. I've defined signal engineering as "the process of designing and capturing high-quality outcome proxies (eg., pLTV) so they can be reported back to ad platforms in real time such that those platforms optimize campaign targeting for them." Given the rise of platform-integrated automation, signal engineering is an emerging and increasingly critical tactic in digital marketing.In my conversation with Itai, we consider:The purpose and goal of signal engineering.How platform automation (eg., ASC, PMax) has intensified the value of signal engineering.Whether signal engineering is best accomplished using existing events or by experimenting with new, purpose-built events.Who within the organization is best positioned to manage the signal engineering experimentation process.What a team should aim to proxy with signal engineering.The different approaches that various types of advertisers take with signal engineering, eg., mobile games vs. ecomm vs. subscription apps.The commonalities that exist amongst the companies that have seen the most commercial success with signal engineering.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotify
--------
50:41
--------
50:41
Season 6, Episode 5: Sizing the off-platform monetization opportunity on mobile (with Chris Hewish)
In this episode of the podcast, I speak with Chris Hewish, the President of Xsolla, a payments and merchandising platform for video games. Chris previously held senior roles at Skydance, DreamWorks, and Activision.In our discussion, Chris and I discuss the recent changes to mobile platform payment policy implemented by both Apple and Google as a result of Epic's lawsuits. Among other topics, our conversation covers:The history of off-platform payments on mobile.How interest in off-platform payments has changed as a result of Apple's recent App Store policy updates.The types of products for which off-platform transactions convert best.The "trust premium" that a developer must possess to implement off-platform payments successfully.The most common mistakes developers make with off-platform payments.How conversion rates tend to change with off-platform payments relative to native payments.The best practices for off-platform storefront management.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
Höre Mobile Dev Memo Podcast, Handelsblatt Morning Briefing - News aus Wirtschaft, Politik und Finanzen und viele andere Podcasts aus aller Welt mit der radio.de-App
Deutschland