MobileGroove

09/09/2026

What does a genuinely good ad experience actually look like?

It’s a question at the heart of the In-App Ad Experience Playbook I’m building for this fall with AppsFlyer, AppHarbr, Almedia, and more industry voices to come, and my conversation with Fatma Güngör, Head of Apps and Gaming Partnerships, EMEA at Google, gets right into why it matters. (Google for Publishers)

Fatma describes bad ads as one of the most hidden taxes in mobile gaming because the real cost can show up in churn, lost trust, and lower lifetime value long after someone else has collected the click.

That turns ad quality from a defensive issue into a growth question: what kind of advertising experience helps us keep the users we worked so hard to acquire?

We also talk about Google’s AI-powered ad filtering, CTR-based filtering, the limits of chasing cheap scale, and why retention has to sit at the center of monetization.

These are exactly the conversations feeding into the playbook, alongside perspectives on creative, measurement, rewarded experiences and publisher control. And there are some interesting voices still to come.

📽️ Watch the full interview here https://www.youtube.com/watch?v=K5tpaukPMTw

21/08/2026

🐾 How did Dogo double profitability year over year, without increasing spend or cutting budget?

🎙️ Diogo Castro, Head of Growth at DOGO, breaks down the growth system behind it: bringing CRM, product, paid, and A*O together around one shared metric - predictive LTV.

🎧 Listen in to hear more about:
◉ Why growth is product + marketing, not marketing alone
◉ How to build a predictive LTV model starting with just 3 months of data
◉ Why historical data matters more than being a subscription app
◉ How Meta’s creative landscape is changing—and why “sameness is out”
◉ Why bigger creative swings and story-driven concepts are winning
◉ How to diagnose funnel problems from CTR → CPI → trial starts
◉ Where AI helps—and why humans still need to drive original ideas
◉ Why the real issue might be pricing or product, not your creative
◉ A practical look at how a holistic growth system can drive profitability—not just acquisition.

Watch the full interview https://www.youtube.com/watch?v=9FARrshHb5s

How Dogo doubled profitability year over year — without spending mo...

19/08/2026

🦉 Write this one down: the ad experience is the app experience.
That came through in Peggy Anne Salz's conversations with Saejoon Oh, Annie Ndumele, Terrine Forman and Teresa Wen from Google, Google for Publishers, alongside games publisher Venkata Miriyala.

This mindset shift changes how publishers need to think about advertising.
A high CTR can look impressive and wreck retention, trust or long-term value.

That’s why Google is responding with more publisher control, creative scanning and CTR filtering, and leading a banner comeback because the format can fit more naturally into the user experience.

📖 The real value of a good ad experience (and what defines it) for people, publishers, and advertisers is also new territory I’m exploring in the In-App Ad Experience Playbook with AppsFlyer, AppHarbr, Almedia, and more industry voices, including Google.

Watch the full conversation on YouTube https://www.youtube.com/watch?v=cIiySWbgXro

13/08/2026

What does a genuinely good ad experience actually look like? It's the question Peggy Anne Salz keeps coming back to

It’s a question at the heart of the In-App Ad Experience Playbook I’m building for this fall with AppsFlyer, , , and more industry voices to come, and my conversation with Fatma Güngör, Head of Apps and Gaming Partnerships, EMEA at Google, gets right into why it matters.

Fatma describes bad ads as one of the most hidden taxes in mobile gaming because the real cost can show up in churn, lost trust, and lower lifetime value long after someone else has collected the click.

That turns ad quality from a defensive issue into a growth question: what kind of advertising experience helps us keep the users we worked so hard to acquire?

We also talk about Google’s AI-powered ad filtering, CTR-based filtering, the limits of chasing cheap scale, and why retention has to sit at the center of monetization.

These are exactly the conversations feeding into the playbook, alongside perspectives on creative, measurement, rewarded experiences and publisher control. And there are some interesting voices still to come.

12/08/2026

One Selfie. 400+ Stores. The Future of Agentic Commerce.

How do you market an AI product nobody fully understands and make ad tech marketing that people actually care about?

Meghan Kirsch, VP of Global Enterprise Marketing at InMobi , shares the playbook.

🎥 Watch the full episode on YouTube: https://www.youtube.com/watch?v=fyNxkljnPjE

07/08/2026

110K Followers in a Month: How NowThis Cracked Gen Z
🤸 The brand-integration playbook just flipped: NowThis Impact says "integration is dead" and elevation is the only thing advertisers should pay for.

Here's how a major social-first studio turns ad campaigns into shows that pull millions of organic views.

Michael Vito Valentino, Editor-in-Chief of NowThis, joined me at POSSIBLE for an encore on how his team built premium, always-on formats for Gen Z, why authenticity beats polish, and how repeatable show formats make branded content perform as well as (sometimes better than) organic.

Full video now on YouTube: https://www.youtube.com/watch?v=_79UfB3M1lc

31/07/2026

Splice's Secret: Converting Millions of Free Users
🎶 Jeff Roberto, SVP Marketing at Splice, joins Peggy Anne Salz at to talk about marketing a music-creation platform used by millions across web and mobile.

He unpacks the rise of "zero-click searches," why SEO and A*O are having a throwback moment in the age of answer engines, and why growth teams now need to think like "signal engineers."

Plus: how Splice brought a premium model into a subscription business after acquiring Spitfire Audio, and the bundling + content-drop tactics driving retention.

Tune in to learn:
◉ Why brand interest stays strong while brand-search traffic vanishes ("zero-click searches")
◉ How LLMs prioritize genuine usefulness over trending — and what it means for A*O/SEO
◉ Why the modern marketer must pull signals across paid, SEO, and multiple disciplines
◉ How Splice added freemium to a paid-trial subscription model after the Spitfire Audio deal
◉ The bundling and free content-drop playbook Splice uses to boost retention and up-tier users

30/07/2026

🎉 How Frameo A/S hit 500,000 subscribers in two years with no A*O, no advertising, and no traditional user acquisition — by turning emotion into a growth engine.

Bo Abrahamsen, Head of Subscription at Frameo A/S, joined Peggy Anne Salz at to unpack a subscription growth story that breaks the UA playbook.

📸 Frameo's app sends your photos straight to a loved one's digital photo frame, and the moment those pictures land and the recipient taps a heart back, a retention and word-of-mouth loop kicks in that most apps would pay millions to replicate.

Bo explains how a company that spent eight years selling B2B software to photo-frame manufacturers pivoted to a B2B2C subscription model, and why emotional triggers consistently outperform standard retargeting.

30/07/2026

250,000 Hotel Rooms. One Massive Media Network in the Making.
What if every hotel room became an advertising and commerce channel?

🎙️ That's exactly what Kevin Bidner, President & CEO of HCN (The Hotel Communication Network Inc.), is building.

Fresh off acquiring its biggest competitor in 2025, HCN is scaling from 40,000 rooms toward 250,000, and Kevin explains why hitting 100,000 rooms is the inflection point where the network truly takes off.

🎧 In this episode, recorded at Miami, we dive into:
• Why cost - not technology - kept in-room tablets from scaling.
• How HCN's free-to-hotel revenue-share model removes adoption barriers
• How AI delivers personalized offers using just a guest's first name
• The role of Valet (VALAI), HCN's AI travel concierge, both in-room and throughout the destination
• How HCN connects local businesses and national brands to travelers at the perfect moment
• Why 17 million hotel rooms represent one of the biggest untapped media opportunities in hospitality

As HCN scales, the hotel room won't just be a place to sleep; it'll become one of the world's largest commerce media networks.

Watch the full conversation and let me know: Would you advertise inside hotel rooms if you could reach travelers at exactly the right moment?