There is no denying we’ve reached a new era of media buying. With the introduction of app tracking transparency (ATT) and iOS14.5, audiences today are no longer the same as they were before. Ads have become randomized with audiences more broad. How can we harness creative and media buying strategies to realize our top performing ads?

The changing tides of platform conflict and privacy will have a profound effect on advertising monetization, beginning with the implementation of Apple’s App Tracking Transparency framework in iOS 14.5. The disciplines of programmatic monetization, direct sales, and partnerships will all shift drastically based on new scarcities in the marketplace. Learn how WeatherBug, a US-based weather media company that reaches 15 million users each month, is building towards a starkly different advertising landscape than the app ecosystem affords today.

As app brands grow their marketing, many reach the point of diminishing returns in traditional (digital) channels. For many, both linear TV and OTT are of interest, but present a new challenge in what is viewed as an old-school medium. Learn some proven tactics to determine channel/product fit and execute a strategic performance-focused test with true scale potential.

With employers struggling more than ever to find qualified candidates, ZipRecruiter’s product team is dedicated to creating a stickier job search experience. This talk will focus on the benefits of recurring surveys to capture user sentiment, trade offs between different survey design decisions, and establishing actionable insights to drive retention.

A discussion of how Next Games, a leading free-to-play developer based in Finland, leverages established IP to drive profitable growth.

Companies like Zoom, Slack, and Amplitude aren’t overnight successes. These companies are surviving and thriving during the pandemic because they prioritized investing in their products during the rapid acceleration of digital transformation. By putting their product first, these tech underdogs have established market leadership in categories where the tech giants FAANG—Facebook, Amazon, Apple, Netflix, and Google/Alphabet—have unfair advantages, such as massive distribution, virtually free offerings, and room for growth. Product visionary and Silicon Valley investor SC Moatti can share how these companies are winning against FAANG by building more innovative products and elevating product leaders to the C-suite, turning their product teams into a competitive advantage.

The handoff between marketing & product for mobile apps can be challenging; where does marketing end and product begin? Will this promotion create an inferior user experience? Over the last year, we’ve transitioned to working in a matrix system that embeds marketers on product-led teams to create an effective cross-functional way of working. In this talk, I’ll walk through the strategies and principles we employed to set marketers and product managers up for success.

In this 20 minute presentation, Enric Pedró, reviews the best strategy to improve an app mobile store presence. Going beyond the basics of the App Store vs Google Play differences, Enric covers several methodologies and tools to effectively optimize your app visibility and store conversion rate.

Trust should be fundamental to your design thinking when building product. Think about building transparency, reliability, and accuracy into the features you build. In the smart home industry it comes down to a simple question – if you can’t trust what you see in the app, what’s the point of having a connected home?

Opportunity: Expanding the revenue by increasing CR, subscription price, and subscription retention. Challenges: Technical complexity & effort for deploying is very high (6-12 month of implementation
work).

Want to learn how to design creatives that bring highest conversion and LTV? I will discuss the creative process from competitor research to brainstorming and final creative production, creative formats, where to look for inspiration and which tools to use for creative intelligence.

Every growth and performance marketing manager knows the challenge of scaling advertising and marketing activities/channels while keeping the LTV : CAC ratio intact. In my talk, I’ll share the approaches that we’re using in product and marketing that help us scale wisely and, in most cases, profitably.

Most performance marketers do not explore the different ways that organic and/or brand traffic can amplify your paid performance. By reviewing the various channels your brand engages with your users, it is possible to find new ways to leverage your brand to help increase conversion on our paid campaigns. This presentation focuses on how Weee! utilize brand stories to help increase our social/brand awareness, that led to a direct, positive impact on paid marketing.

Opportunity: Cannibalization is an old-time retail metric that is being slept on sometimes in other industries. It can be put to a good use in monetisation analysis and help make informed decisions about the offer strategy.

Anna Yukhtenko, Senior Analyst from Hutch, is here to share some valuable tips and tricks about how to calculate, evaluate, and maybe – just maybe – try to mitigate cannibalization. And yes, it rhymes.

As the advertising ecosystem prepares for the future of measurement in a post-IDFA world, join Mike Shields, Host of Next in Marketing podcast as he dives into the world of Predictive Analytics with mental fitness app Calm’s Data Scientists, Ben Paul and Evan Baker, and Brian Quinn, President and General Manager, North America at AppsFlyer.