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The Groove

The Groove

Peggy Anne Salz

The Groove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove. Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future. MobileGroove: https://mobilegroove.com/

79 - How To Unlock $2 Trillion In New Growth In The Next 10 Years
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  • 79 - How To Unlock $2 Trillion In New Growth In The Next 10 Years

    $2 trillion is on the table, and only one thing will determine if your brand can carve out a portion of the pie: personalization. No longer just a buzzword, personalization has become the dividing line between average brands and top performers. As Mark Abraham explains in his latest release, the game has changed—soon, brands won’t be judged by product quality alone but by the custom-tailored experiences they deliver. Senior Partner at Boston Consulting Group, Co-Author of Personalized: Customer Strategy in the Age of AIand strategist for over 100 iconic brands, Mark jumps In The Groove with Peggy Anne Salz to discuss how brands can unlock an estimated $2 trillion in new growth this decade. The key to unlocking this growth is what he and his co-author, David Edelman, call "the Personalization Advantage." It’s the competitive edge he describes in his book, drawing on real-world insights from leading brands like Starbucks and Google, along with practical steps to avoid common pitfalls. With tools like the Personalization Index, the Five Promises, and a focus on AI-driven strategy, Personalized is the playbook for “strategists, not just marketers” and paves a path for success in 2025 and beyond.


    CHAPTER TIMESTAMPS

    00:00 - Intro

    03:08 - The boldest ask from a brand

    05:23 - The engagement ladder

    07:11 - Dos and Don'ts of AI personalization

    09:59 - p=ms

    12:21 - You can start small

    16:27 - Personalization high-performer 

    20:35 - The Five Promises

    21:52 - Pandora use case

    24:28 - Delight me

    27:25 - Spotify + Four Seasons use cases

    29:30 - What consumers need to do

    30:45 - Building trust

    31:54 - Rapid-fire Q&A

    34:00 - Connecting with Mark

    Thu, 31 Oct 2024 - 37min
  • 78 - Reduce D1 Churn With In-Game Audio Ads

    With mobile game D1 churn rates sitting at an impressive 72%, studios can’t afford to disrupt gameplay with annoying or irrelevant ads. Sahil Modi, Partnership Manager at Audiomob, offers audio ads as an alternative. He explains how Audiomob’s contextually targeted in-game ads rocket ad revenue while reducing gameplay friction. Tune in to this episode as Sahil reveals Audiomob’s newest integration—fully equipped with user-friendly plugins and “SDKs that put the player first.”


    CHAPTER TIMESTAMPS

    00:00 - Intro 

    00:58 -  What publishers think of audio ads

    02:18 - Creating a cool audio experience

    04:55 - CPI campaign with an audio ad

    Thu, 03 Oct 2024 - 07min
  • 77 - The Truth About Creatives Testing

    You can’t have a great game without great creatives or craft great creatives without a strong testing strategy. But, testing high volumes of creatives doesn't always translate into valuable creatives and campaign wins. So, what happens when you pause testing altogether? And which networks will let new creatives break through the noise? Spoiler alert 🚨 the answers will rock your world! Ayşen Kıratlı, Lead Growth Manager at Kwalee, dives deep into the process, pitfalls, and surprises of the publisher’s experiment, explaining which creatives are popular by platform, what to factor in when looking at winning ones, and why pressing pause on your testing might be the best strategy for your game. It’s a tactic that rocketed Kwalee’s ROAS, scaling certain campaigns by 150%, and will transform the way your studio takes on testing.


    CHAPTER TIMESTAMPS

    00:00 - Intro

    02:07 - Why experiment with creatives testing?

    05:29 - Difficulties breaking into new creatives

    12:20 - The world won't end if you stop testing

    17:51 - Creatives popular by platform

    20:20 - When to test vs let go?

    22:37 - Adapting strategy

    25:02 - What to consider for winning creatives

    27:25 - How testing shifted strategy at Kwalee

    31:50 - The switch to gaming 

    34:51 - Failure is one of the best teachers

    37:37 - Advice on taking the first step

    Thu, 19 Sep 2024 - 41min
  • 76 - How India’s Largest eSports Platform Convinces Global Brands To Buy Into Games

    Big audiences can mean big money, and in India, that’s a model on steroids. A whopping one in three are gaming fans, avid players who also splash the cash to the tune of over 131 billion transactions, a large share of which were attributed to games. The major driver is the country’s real-time payment system, United Payments Interface (UPI), which allows users to pay for products instantly via mobile. It’s a market strapped with immense purchasing power—and a willingness to spend. Piyush Kumar, Founder and CEO of India’s largest game streaming and eSports platform, Rooter, returns to the show to share pages from his playbook on carving out new paths and convincing big brands like Mountain Dew, Hero MotoCorp, and Amazon to engage with this massive audience. He delves into the monetization mix that keeps Rooter’s coffers full, how he ensures brands receive a customized ad experience safe from appearing alongside bad actors, and the models that make major content creators choose Rooter over any other platform.


    CHAPTER TIMESTAMPS

    00:00 - Intro

    01:30 - From advertising to esports

    04:00 - How do games companies fit in?

    06:45 - India is a good monetization market

    10:46 - Subscription works if you provide value

    13:39 - Why influencers choose Rooter

    15:10 - Closing the deal with brands

    21:34 - Most relevant models and mixes

    26:26 - Safe from bad ads

    28:20 - A unique user experience

    30:55 - Making growth easier for creators

    33:15 - Why YouTube isn't a competitor

    35:31 - Where teaching comes in

    37:50 - Work-life rules for Rooter

    Fri, 06 Sep 2024 - 42min
  • 75 - Why Working With Experienced Talent May Be The Best Investment For Your Brand With greyhairworks’ Alex Meisl

    In a world where the melody of experience often gets lost in the clamor to cut costs, greyhairworks reminds us that the biggest hits happen when collaboration spans generations and involves seasoned professionals who know how to hit all the right notes. Company co-founder Alex Meisl tells Peggy Anne Salz how he assembled a band of veteran industry rock stars to fuse no BS consultancy services with best-in-class SaaS solutions and why big-name brands are lining up for an encore. He also candidly discusses ageism and why companies that cut experienced talent to keep a lid on costs are going to pay dearly in the end.

    CHAPTER TIMESTAMPS

    00:00 - Intro

    01:30 - What is greyhairworks

    09:40 - Keeping the band together

    13:38 - Old dogs know more tricks

    18:03 - Modern day consultancy

    21:00 - No BS: Let the grown-ups do it

    24:30 - Grownups in the portfolio

    27:50 - Push back against network loss

    31:30 - Making hits in corporate and in the kitchen

    32:45 - Connect with Alex

    Thu, 22 Aug 2024 - 34min
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