Cutting Edge of Mobile Marketing Panel

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In this panel, mobile experts share how they are innovating and differentiating themselves from the pack to acquire new users and retain current ones. Moderator: Jeet Niyogi (Marketing Director, at Playtika - puzzle games, casual games). Panelists: Sam McLellan (Growth Expert, former head of growth at Yousician - music instrument learning app), Jayne Peressini (Sr. Director of Growth Marketing at DraftKings - fantasy sports); Tom Emrich (VP Product at 8th Wall - augmented reality tools); Dwight Zhou (Director of Growth & Analytics at Tophatter - live auction site/app)

Source:
Cutting Edge of Mobile Marketing Panel
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
February 24, 2020
Added to the Vault on:
March 10, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can really understand what drives results. [DraftKings]

16:20
💎 #
2

Yousician did a live op with paid content unlocked (e.g. Jimmy Hendrix songs) and people playing these songs for free for a limited time ended up converting (subscribing) at a 40-50% higher conversion rate. [Yousician

26:34
💎 #
3

If the UA team also does retention it becomes in their own interest to make sure they get quality users in. [DraftKings]

04:27
💎 #
4

Having programmatic in-house you can create a lookalike model just like Facebook which allows you to target this audience not only on Facebook but also on programmatic. [DraftKings

07:29
💎 #
5

Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their ad creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey. [Yousician]

08:58
💎 #
6

It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. [DraftKings]

16:52
💎 #
7

Naming conventions are critical because otherwise you forget which ad creative worked, or what each iteration is. [Playtika]

17:13
💎 #
8

Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they can learn how to play. [Yousician]

20:05
💎 #
9

Have a global "hold out" (control) group against which you test to measure incrementally when it comes to retargeting. [TopHatter]

20:30
💎 #
10

Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season. [DraftKings]

21:32
💎 #
11

Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many. [DraftKings]

31:55
💎 #
12

Success with text message for existing users (through a 3rd party) but not for acquisition

32:12
💎 #
13

Do not send both an email and a push for the same message. [TopHatter] 

33:53
💎 #
14

Weekends are better for push notifications.  

35:10
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can really understand what drives results. [DraftKings]

16:20
💎 #
2

Yousician did a live op with paid content unlocked (e.g. Jimmy Hendrix songs) and people playing these songs for free for a limited time ended up converting (subscribing) at a 40-50% higher conversion rate. [Yousician

26:34
💎 #
3

If the UA team also does retention it becomes in their own interest to make sure they get quality users in. [DraftKings]

04:27
💎 #
4

Having programmatic in-house you can create a lookalike model just like Facebook which allows you to target this audience not only on Facebook but also on programmatic. [DraftKings

07:29
💎 #
5

Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their ad creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey. [Yousician]

08:58
💎 #
6

It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. [DraftKings]

16:52
💎 #
7

Naming conventions are critical because otherwise you forget which ad creative worked, or what each iteration is. [Playtika]

17:13
💎 #
8

Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they can learn how to play. [Yousician]

20:05
💎 #
9

Have a global "hold out" (control) group against which you test to measure incrementally when it comes to retargeting. [TopHatter]

20:30
💎 #
10

Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season. [DraftKings]

21:32
💎 #
11

Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many. [DraftKings]

31:55
💎 #
12

Success with text message for existing users (through a 3rd party) but not for acquisition

32:12
💎 #
13

Do not send both an email and a push for the same message. [TopHatter] 

33:53
💎 #
14

Weekends are better for push notifications.  

35:10
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💎 #
1

Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can really understand what drives results. [DraftKings]

16:20
💎 #
2

Yousician did a live op with paid content unlocked (e.g. Jimmy Hendrix songs) and people playing these songs for free for a limited time ended up converting (subscribing) at a 40-50% higher conversion rate. [Yousician

26:34
💎 #
3

If the UA team also does retention it becomes in their own interest to make sure they get quality users in. [DraftKings]

04:27
💎 #
4

Having programmatic in-house you can create a lookalike model just like Facebook which allows you to target this audience not only on Facebook but also on programmatic. [DraftKings

07:29
💎 #
5

Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their ad creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey. [Yousician]

08:58
💎 #
6

It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. [DraftKings]

16:52
💎 #
7

Naming conventions are critical because otherwise you forget which ad creative worked, or what each iteration is. [Playtika]

17:13
💎 #
8

Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they can learn how to play. [Yousician]

20:05
💎 #
9

Have a global "hold out" (control) group against which you test to measure incrementally when it comes to retargeting. [TopHatter]

20:30
💎 #
10

Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season. [DraftKings]

21:32
💎 #
11

Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many. [DraftKings]

31:55
💎 #
12

Success with text message for existing users (through a 3rd party) but not for acquisition

32:12
💎 #
13

Do not send both an email and a push for the same message. [TopHatter] 

33:53
💎 #
14

Weekends are better for push notifications.  

35:10
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Designing growth teams

Jayne (DraftKings)

  • Report to CRL instead of traditional CMO
  • Still channel split: paid search team, paid social team
  • Teams are good at understanding the messaging and format cross-channel and cross-product (3 products, every marketer is touching all 3)
  • [💎@04:27] UA team also does retention so it's their own interest to make sure they get quality users in.

Sam (Yousician)

  • Things have headed from paid marketing to product marketing and actually retaining users. UA is part of the growth team.


Successful use of data in performance marketing

Jayne (DraftKings)

  • Have brought programmatic in-house and don't run any ad network inventory at all
  • Created a bid engine that runs algorithms (simple bid logic) across social and programmatic  which allows them to acquire valuable users at scale. Initially started because ad networks algorithms were optimized for the gaming category but  DraftKings works differently.
  • [💎@07:29] They created a lookalike model just like Facebook which allows them to target this audience not only on Facebook but also on programmatic
  • This has increased their quality of users by 60/70%

Dwight (TopHatter)

  • Put data behind their ad buying process. Try to beat CBO by using a lot of their user data to predict LTV, payback, etc.

Sam (Yousician)

  • [💎@08:58] Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey.
  • Retarget based on the ad landing page users initially saw.

Tom (8th wall)

  • Augmented reality is a living experience and it increases the amount of time people spend with products (e.g AR game behind cereal game, building AR lego structure, etc.),
  • They measure performance with dwell time mostly, but clients can plug in any API (Google Analytics, etc.)  


Creative Optimization

Sam (Yousician)

  • One external team, one internal team. Mostly video creatives because of Yousician's concept,
  • New ad concept every 2 to 3 weeks (5-6 variations),
  • About 2 out of 6 concepts are top performers.

Jayne (DraftKings)

  • Have their "hero" creatives that they iterate off of constantly,
  • [💎@16:20] Tag the ids within creatives. It's not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so they can really understand what drives results.
  • [💎@16:52] It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. Example: ad with Tom Brady that includes an id for Tom Brady which triggers something in the app for Patriots.


[💎@17:13] Naming conventions are also critical because otherwise you forget which ad worked, or what each iteration is.


Dwight (TopHatter)

  • Selling physical goods so rely on the products they have in the system. They show the right product to the right person,
  • For more emotional ads (TV and video ads) they contract out.

Dwight (TopHatter)

  • For retail you get insights from the choices users are making in styles or color variations of a product. You can put ids on these to improve user experience.


Retargeting

Sam (Yousician)

  • Segment of people that are in the free trial (actively using the app) is a very high intent segment that they retarget,
  • [💎@20:05] Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they learn how to play.

Dwight (TopHatter)

  • [💎@20:30] They have a global "hold out" (control) group against which they test to measure incrementally.

Jayne (DraftKings)

  • Have a "hold out" group as well,
  • [💎@21:32] Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season.

Sam (Yousician)

  • Seasonality also a factor. If a user doesn't convert within the window they sometimes wait until a seasonal boost (e.g. January) before retargeting that user.


For new users:

Jayne (DraftKings)

  • Users get a first email very quickly after they sign up,
  • Look at behavioral pattern to retarget but also have exclusion list to not retarget people that might have an addiction to betting/gambling.

Sam (Yousician)

  • Target almost immediately with email to keep them in the app and have them come back,
  • Tend to retarget until subscription and then save it for seasonal push (black Friday, etc.)


Live ops:

Sam (Yousician)

  • Live ops for specific concerts/artists, etc.
  • Deep linking aspect between the live op ad and the content people see in the app after,
  • Make the live op a tournament with a free month of subscription to win,
  • [💎@26:34] Unlocked some paid content for the live op (Jimmy Hendrix songs) and people playing these songs for free ended up converting at a 40-50% higher conversion rate. It allowed to show free users areas of the app they wouldn't normally see.

Jayne (DraftKings)

  • Do a lot around sporting events. US and UK acts very different: betting pre-game vs. during the game). The latter is much more engaging and is where the trend is going.


Push strategies

Tom (8th wall)

  • AR in the browser so no need to download the app: just a link you attach to email, text message, QR code. This reduces friction and funnels towards conversion (example: game/experience that leads to a conversion/purchase).

Jayne (DraftKings)

  • [💎@31:55] Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many.
  • [💎@32:12] Have success with text message for existing users (through a 3rd party), not for acquisition.

Dwight (TopHatter)

  • Use Braze to do push and email. They have defaults to not be spammy but it varies depending on users' behavior.
  • [💎@33:53] They are careful about not sending both an email and a push for the same message,
  • They have several "cool downs" in place to check that people are engaging with the push notifications before sending out more.

[💎@35:10] Weekends are better for push notifications. 


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Designing growth teams

Jayne (DraftKings)

  • Report to CRL instead of traditional CMO
  • Still channel split: paid search team, paid social team
  • Teams are good at understanding the messaging and format cross-channel and cross-product (3 products, every marketer is touching all 3)
  • [💎@04:27] UA team also does retention so it's their own interest to make sure they get quality users in.

Sam (Yousician)

  • Things have headed from paid marketing to product marketing and actually retaining users. UA is part of the growth team.


Successful use of data in performance marketing

Jayne (DraftKings)

  • Have brought programmatic in-house and don't run any ad network inventory at all
  • Created a bid engine that runs algorithms (simple bid logic) across social and programmatic  which allows them to acquire valuable users at scale. Initially started because ad networks algorithms were optimized for the gaming category but  DraftKings works differently.
  • [💎@07:29] They created a lookalike model just like Facebook which allows them to target this audience not only on Facebook but also on programmatic
  • This has increased their quality of users by 60/70%

Dwight (TopHatter)

  • Put data behind their ad buying process. Try to beat CBO by using a lot of their user data to predict LTV, payback, etc.

Sam (Yousician)

  • [💎@08:58] Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey.
  • Retarget based on the ad landing page users initially saw.

Tom (8th wall)

  • Augmented reality is a living experience and it increases the amount of time people spend with products (e.g AR game behind cereal game, building AR lego structure, etc.),
  • They measure performance with dwell time mostly, but clients can plug in any API (Google Analytics, etc.)  


Creative Optimization

Sam (Yousician)

  • One external team, one internal team. Mostly video creatives because of Yousician's concept,
  • New ad concept every 2 to 3 weeks (5-6 variations),
  • About 2 out of 6 concepts are top performers.

Jayne (DraftKings)

  • Have their "hero" creatives that they iterate off of constantly,
  • [💎@16:20] Tag the ids within creatives. It's not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so they can really understand what drives results.
  • [💎@16:52] It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. Example: ad with Tom Brady that includes an id for Tom Brady which triggers something in the app for Patriots.


[💎@17:13] Naming conventions are also critical because otherwise you forget which ad worked, or what each iteration is.


Dwight (TopHatter)

  • Selling physical goods so rely on the products they have in the system. They show the right product to the right person,
  • For more emotional ads (TV and video ads) they contract out.

Dwight (TopHatter)

  • For retail you get insights from the choices users are making in styles or color variations of a product. You can put ids on these to improve user experience.


Retargeting

Sam (Yousician)

  • Segment of people that are in the free trial (actively using the app) is a very high intent segment that they retarget,
  • [💎@20:05] Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they learn how to play.

Dwight (TopHatter)

  • [💎@20:30] They have a global "hold out" (control) group against which they test to measure incrementally.

Jayne (DraftKings)

  • Have a "hold out" group as well,
  • [💎@21:32] Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season.

Sam (Yousician)

  • Seasonality also a factor. If a user doesn't convert within the window they sometimes wait until a seasonal boost (e.g. January) before retargeting that user.


For new users:

Jayne (DraftKings)

  • Users get a first email very quickly after they sign up,
  • Look at behavioral pattern to retarget but also have exclusion list to not retarget people that might have an addiction to betting/gambling.

Sam (Yousician)

  • Target almost immediately with email to keep them in the app and have them come back,
  • Tend to retarget until subscription and then save it for seasonal push (black Friday, etc.)


Live ops:

Sam (Yousician)

  • Live ops for specific concerts/artists, etc.
  • Deep linking aspect between the live op ad and the content people see in the app after,
  • Make the live op a tournament with a free month of subscription to win,
  • [💎@26:34] Unlocked some paid content for the live op (Jimmy Hendrix songs) and people playing these songs for free ended up converting at a 40-50% higher conversion rate. It allowed to show free users areas of the app they wouldn't normally see.

Jayne (DraftKings)

  • Do a lot around sporting events. US and UK acts very different: betting pre-game vs. during the game). The latter is much more engaging and is where the trend is going.


Push strategies

Tom (8th wall)

  • AR in the browser so no need to download the app: just a link you attach to email, text message, QR code. This reduces friction and funnels towards conversion (example: game/experience that leads to a conversion/purchase).

Jayne (DraftKings)

  • [💎@31:55] Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many.
  • [💎@32:12] Have success with text message for existing users (through a 3rd party), not for acquisition.

Dwight (TopHatter)

  • Use Braze to do push and email. They have defaults to not be spammy but it varies depending on users' behavior.
  • [💎@33:53] They are careful about not sending both an email and a push for the same message,
  • They have several "cool downs" in place to check that people are engaging with the push notifications before sending out more.

[💎@35:10] Weekends are better for push notifications. 


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
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Designing growth teams

Jayne (DraftKings)

  • Report to CRL instead of traditional CMO
  • Still channel split: paid search team, paid social team
  • Teams are good at understanding the messaging and format cross-channel and cross-product (3 products, every marketer is touching all 3)
  • [💎@04:27] UA team also does retention so it's their own interest to make sure they get quality users in.

Sam (Yousician)

  • Things have headed from paid marketing to product marketing and actually retaining users. UA is part of the growth team.


Successful use of data in performance marketing

Jayne (DraftKings)

  • Have brought programmatic in-house and don't run any ad network inventory at all
  • Created a bid engine that runs algorithms (simple bid logic) across social and programmatic  which allows them to acquire valuable users at scale. Initially started because ad networks algorithms were optimized for the gaming category but  DraftKings works differently.
  • [💎@07:29] They created a lookalike model just like Facebook which allows them to target this audience not only on Facebook but also on programmatic
  • This has increased their quality of users by 60/70%

Dwight (TopHatter)

  • Put data behind their ad buying process. Try to beat CBO by using a lot of their user data to predict LTV, payback, etc.

Sam (Yousician)

  • [💎@08:58] Learning an instrument is emotional and can become frustrating very quickly so they need to set the mindset with their creatives: ads show the journey of learning the instrument (including some hard parts and the frustration) and leverage retargeting to walk them through the journey.
  • Retarget based on the ad landing page users initially saw.

Tom (8th wall)

  • Augmented reality is a living experience and it increases the amount of time people spend with products (e.g AR game behind cereal game, building AR lego structure, etc.),
  • They measure performance with dwell time mostly, but clients can plug in any API (Google Analytics, etc.)  


Creative Optimization

Sam (Yousician)

  • One external team, one internal team. Mostly video creatives because of Yousician's concept,
  • New ad concept every 2 to 3 weeks (5-6 variations),
  • About 2 out of 6 concepts are top performers.

Jayne (DraftKings)

  • Have their "hero" creatives that they iterate off of constantly,
  • [💎@16:20] Tag the ids within creatives. It's not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so they can really understand what drives results.
  • [💎@16:52] It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. Example: ad with Tom Brady that includes an id for Tom Brady which triggers something in the app for Patriots.


[💎@17:13] Naming conventions are also critical because otherwise you forget which ad worked, or what each iteration is.


Dwight (TopHatter)

  • Selling physical goods so rely on the products they have in the system. They show the right product to the right person,
  • For more emotional ads (TV and video ads) they contract out.

Dwight (TopHatter)

  • For retail you get insights from the choices users are making in styles or color variations of a product. You can put ids on these to improve user experience.


Retargeting

Sam (Yousician)

  • Segment of people that are in the free trial (actively using the app) is a very high intent segment that they retarget,
  • [💎@20:05] Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with strings and they retarget that segment with Yousician so they learn how to play.

Dwight (TopHatter)

  • [💎@20:30] They have a global "hold out" (control) group against which they test to measure incrementally.

Jayne (DraftKings)

  • Have a "hold out" group as well,
  • [💎@21:32] Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season.

Sam (Yousician)

  • Seasonality also a factor. If a user doesn't convert within the window they sometimes wait until a seasonal boost (e.g. January) before retargeting that user.


For new users:

Jayne (DraftKings)

  • Users get a first email very quickly after they sign up,
  • Look at behavioral pattern to retarget but also have exclusion list to not retarget people that might have an addiction to betting/gambling.

Sam (Yousician)

  • Target almost immediately with email to keep them in the app and have them come back,
  • Tend to retarget until subscription and then save it for seasonal push (black Friday, etc.)


Live ops:

Sam (Yousician)

  • Live ops for specific concerts/artists, etc.
  • Deep linking aspect between the live op ad and the content people see in the app after,
  • Make the live op a tournament with a free month of subscription to win,
  • [💎@26:34] Unlocked some paid content for the live op (Jimmy Hendrix songs) and people playing these songs for free ended up converting at a 40-50% higher conversion rate. It allowed to show free users areas of the app they wouldn't normally see.

Jayne (DraftKings)

  • Do a lot around sporting events. US and UK acts very different: betting pre-game vs. during the game). The latter is much more engaging and is where the trend is going.


Push strategies

Tom (8th wall)

  • AR in the browser so no need to download the app: just a link you attach to email, text message, QR code. This reduces friction and funnels towards conversion (example: game/experience that leads to a conversion/purchase).

Jayne (DraftKings)

  • [💎@31:55] Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many.
  • [💎@32:12] Have success with text message for existing users (through a 3rd party), not for acquisition.

Dwight (TopHatter)

  • Use Braze to do push and email. They have defaults to not be spammy but it varies depending on users' behavior.
  • [💎@33:53] They are careful about not sending both an email and a push for the same message,
  • They have several "cool downs" in place to check that people are engaging with the push notifications before sending out more.

[💎@35:10] Weekends are better for push notifications.