Business of Apps
Business of Apps
#61: How to balance a growth strategy for the short and long term with Jess Overton, Director of Demand at ironSource
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When marketers run mobile advertising ad campaigns, just like with any business, or any situation in our life for that matter,  they need to make short and long-term decisions.

Psychologically we’re wired towards making short-term decisions.  And so it’s quite natural that some app marketers are still focused on short-term marketing channels that bring them revenue fast. 

Today’s guest is Jess Overton, Director of Demand at ironSource. He talks about an optimal strategy to make your app marketing sustainable for growth, while finding balance between short- and long-term goals. 

Today’s Topics Include:

✔️ ironSource: Where app developers tailor user acquisition for on-device channels

✔️ What’s the difference? Short-term is anything up to day 7, long-term is day 7 and beyond  

✔️ App Growth Strategies: How many permutations of your LTV curve can you calculate?

✔️ Room for Improvement: Test new channels and build out a thousand curves

✔️ Predictive and Multiplier Models: Higher cost to lose a lot of unengaged users quickly

✔️ Out-of-the-Box Experience: Aura platform developed to discover new apps

✔️ App Growth Marketers: Know your user and know the use case for conversions

✔️ Android or iOS? iOS

✔️ Accidentally left his smartphone at home, what app would Jess miss most? The Podcast App

Links and Resources:

Jess Overton on LinkedIn

ironSource

ironSource Aura

Quotes from Jess Overton: 

“It’s really been a trip for me to see all the new tools that we’ve got and compare it to what we were doing 10 years ago. It’s just a different world.”

“How many permutations of your LTV curve can you calculate?”

“If you’re only looking at those first seven days, you’re going to think the channel is worthless because you’re just not seeing those users convert yet.”

“We need to be creative to find our way out of a one-size-fits-all strategy and really find those areas where we can adapt our regular curve to those different types of channels.”