Thread by @sylvainww

#tbt 14 mobile #growthgems 💎 from "Cutting Edge of Mobile Marketing Panel" with @JeetNiyogi, @Jayne, Sam McLellan, Dwight Zhou & @tomemrich
at @MobileGrowthMGS SF

#mobilegrowth #mobilemarketing insights from this 35 min panel in the twitter thread below 👇👇👇 (1/X)

💎 #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]

💎 #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]

💎 #3
If the UA team also does retention it becomes in their own interest to make sure they get quality users in. [DraftKings]

💎 #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]

💎 #5
Learning an instrument is emotional & can become frustrating quickly so they need to set the mindset with their ad creatives: ads show the journey of learning the instrument (inc. hard parts and the frustration) and leverage retargeting to walk them through it [Yousician]

💎 #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]

💎 #7
Naming conventions are critical because otherwise you forget which ad creative worked, or what each iteration is. [Playtika]

💎 #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]

💎 #9
Have a global "hold out" (control) group against which you test to measure incrementally when it comes to retargeting. [TopHatter]

💎 #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]

💎 #11
Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many. [DraftKings]

💎 #12
Success with text message for existing users (through a 3rd party) but not for acquisition.

💎 #13
Do not send both an email and a push for the same message. [TopHatter]

💎 #14
Weekends are better for push notifications.

Watch the full panel 👉

Check out all the gems, timestamps and notes here 👉 bit.ly/growthgems-34

#tbt #growthgems

That's all!

Mining ⛏️ long-form resources to extract #mobilegrowth insights 💎 takes time.

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I'm going back down for more 💎 — Sylvain