Business of Apps Podcast

The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps. App marketers, product managers and developers share the latest approaches to building, marketing and monetising mobile apps.Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also allow people to get to know our guests better.

Business of Apps Podcast is a business podcast hosted by Business of Apps, with 273 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Business of Apps hosts Business of Apps Podcast, a business show with 273 episodes published.

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  Episode #274

  274: “The Influencer Playbook: Flo, Numan & HelloFresh on the Future of Growth” BOA London 2026 panel

  Aug 30, 202638 min

  Today we're talking about influencer marketing - and about the point where creator content stops being a brand play and starts being a performance channel. Creator-led ads run four times better on click-through rate than the same brand's own ads. So the question is no longer whether to use influencers. It's how to scale them without losing the ROI. In this episode, we bring you a live panel hosted by Lucia Aguilar , CEO and Founder at TATAM Digital , featuring: Joanna Malecka , Partnership Director at Numan Esma Ebnu , Influencer Marketing at Flo Health Lia Darozhkina , Senior Influencer Marketing Manager at Trade Republic Stephanie Terziyski , Growth Influencer Marketing Manager at HelloFresh . The panel works through four trends. YouTube as the new TV - 13% of all US viewership and more ad revenue than Paramount, Disney, Universal, and Warner combined - and why long-form still converts for products that need explaining. Creator and partnership ads, where content boosted from the creator's own handle beats anything posted from a brand account. Regulation, with only 57% of UK paid posts tagged correctly, and how teams in health, Pharma, and banking build compliance into the brief instead of bolting it on at sign-off. And AI, from sourcing and brief writing through to forecasting campaign results, plus the case for human creators in a feed filling up with avatars. If you work in influencer marketing, user acquisition, or performance marketing, this is a practical look at where creator budgets are going in 2026 and what it takes to scale them profitably. The panel’s topics include: AI in growth teams — which tasks it already replaces, and why humans still own strategy Performance marketing's limits — why trust-driven categories like fintech need brand channels too Web-to-app funnels — near-double conversion rates and skipping the 30% app store tax Channel strategy for 2026 — fewer channels done better vs. always testing new ones Data and targeting vs. creative — where each wins, and the 96% CPA reduction story

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  Episode #273

  273: How ASO and paid ads feed each other with Stephanie Ino, Client Services Manager at Gummicube

  Aug 23, 20267 min

  In this episode, we're talking about app store visibility - and about the fact that organic and paid aren't two separate budgets. Every channel you run, no matter where it starts, ends up on the same product page. And the platforms are watching what happens there. To cover all this, we've got Stephanie Ino, Client Services Manager at Gummicube, about how ASO and paid search feed each other on the App Store and Google Play. Stephanie explains why ASO is the home base every channel returns to, how Apple Ads and Google Ads send relevance signals back into the organic algorithm, and why the right split between the two depends on budget, app maturity, and how much relevance you've already built. She also covers Custom Product Pages and Custom Store Listings as a way to align paid traffic with the right creative, and why a younger app should build its ASO foundation before pushing paid spend through. If you work in app store optimization, user acquisition, or app growth, this is a clear look at how the paid and organic sides of the store actually connect. Today’s topics include: ASO as home base - metadata and creative work together because almost every channel routes users back to the product page or store listing Paid feeding organic - Apple Ads SERP placements and Google Ads Play Store placements both send relevance signals into the algorithm for the terms you're targeting Striking the balance - there's no blanket answer, it comes down to available budget, app size, and maturity in the storefront Younger apps first build relevance - get the ASO foundation and keyword rankings in place, then push paid traffic through at a lower acquisition cost Custom Product Pages and Custom Store Listings - matching store assets to each paid campaign's strategy so the traffic you buy actually converts Links and Resources: Stephanie Ino on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from Stephanie Ino “ASO is where everything comes back to, kind of home base. Most of any channel will come back into that product page or that store listing.” "When we're running Apple Ads, particularly for those SERP results, it gives that boost in relevance so that Apple understands that we have better potential to then rank organically for those terms." “If we're working with a younger app in the storefront, we don't have that relevance built out yet within the algorithm. So we really want to focus on our organic and our ASO performance first.” Host Business Of Apps - connecting the app industry since 2012

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  Episode #272

  272: Why your app store A/B tests are misleading you with Scott Masters, Director of Strategy and Partnerships at Gummicube

  Aug 16, 202611 min

  Today we're talking about mobile A/B testing - and about the moment the app store hands you a winner. Because that result is directional, not the truth. And if most of your traffic is paid, you may have measured the wrong users entirely. In this episode, we speak with Scott Masters, Director of Strategy and Partnerships at Gummicube, about why mobile A/B testing is never set-and-forget. Scott explains why most developers and marketers under-invest in testing, what a sensible cadence looks like - once or twice a month, with each test running at least two weeks to reach statistical significance - and why changing one element at a time is the only way to know what actually moved the needle. If you work in app store optimization, user acquisition, or app growth, this is a practical guide to testing your product page properly. Today’s topics include: Why testing is never one-and-done - trends, user preferences, and app features all shift, and a static product page goes stale Cadence and statistical significance - test once or twice a month, run each test at least two weeks, with traffic volume determining how long One variable at a time - change the screenshot copy and the imagery together and you won't know which one worked What to test beyond screenshots - title, subtitle, short and full descriptions, icons, and feature graphics all feed the strategy Measuring what's real - platform confidence intervals are directional, so validate with pre- vs. post-deployment conversion rates across every channel Links and Resources: Scott Masters on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from Scott Masters “If you're not A/B testing at least once or twice a month, you're leaving users out there for other competitors to take from you.” "It's not a one-and-done. You can't set it and forget it. It's just like with any other brand - you create a package for your product and you put it on the shelf. If it doesn't change over time, if you're not attracting those users with new materials or new approaches, it's going to get stale." “The platforms will give you an estimated conversion impact and confidence interval for each test you run. But that data is directional. True validation of performance really comes from launching a test winner into the store and then measuring the pre-deployment conversion rate versus the post-deployment conversion rate.” Host Business Of Apps - connecting the app industry since 2012

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  Episode #271

  #271: Why news app readers pay attention to your ads with Ramish Ramalingam, VP of Product at SmartNews

  Aug 9, 202618 min

  In a world built to fragment your attention, one news app made the opposite bet: fewer ads, trusted sources, and users who actually stay. In this episode, we speak with Ramish Ramalingam, VP of Product at SmartNews, about how a Japanese news app was rebuilt — not ported — for American users. Ramish explains why SmartNews users spend 20 minutes per session, why 79% of them don't switch to another screen while reading, and how that focus turns into brand recall for advertisers. He also covers contextual targeting without cross-web tracking, why the product looks different in Tokyo than in Los Angeles, and how a revenue-share model keeps publishers in the loop. If you work in product, app growth, or media monetization, this is a conversation about building for engagement quality rather than scale. Today’s topics include: Engagement over scale — 20-minute average sessions and why 79% of users stay undistracted Monetization model — native brand and performance advertising, programmatic where it fits, plus SmartNews+ subscriptions in Japan Brand safety and privacy — contextual targeting, first-party data, and third-party validation instead of invasive tracking Japan to US expansion — high-density vs. clean-white-space design, local publisher partnerships, and building credibility from scratch Centralized vs. decentralized product development — core platform in Japan, market teams close to local users Links and Resources: Ramish Ramalingam on LinkedIn Smartnews website Business Of Apps - connecting the app industry Quotes from Ramish Ramalingam “What is interesting about SmartNews is it's not about the scale. We're talking about 50 million, but it's more about the user engagement. Our users spend on average 20 minutes in our product, which is very high.” “From an advertiser perspective, yes, they do care about the reach, but trust is the most important aspect. We don't rely on invasive tracking across the web like other platforms do. What we built is a privacy-first, brand-safe environment.” “We didn't take the Japanese app and plug it into the US. We made sure that it is customized to the user preferences in the US, and it's built for American users.” Host Business Of Apps - connecting the app industry since 2012

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  Episode #270

  #270: “The Future of App Growth: Expert Interactive Panel” Business of Apps London 2026 panel

  Jul 26, 202629 min

  Everyone in app growth has an opinion on AI, web-to-app, and channel strategy — but few of those opinions ever get stress-tested in public. In this episode, we bring you a live panel debate featuring: Hannah Parvaz , Founder at Aperture Ewelina Pendino , App Growth & Performance Marketing Global Lead at Binance Veronica Lee , Global Performance Media Specialist at H&M . The format is simple: six provocative statements — from AI replacing growth roles to data versus creative — and the panel, along with a live audience voting in real time, has to agree or disagree. Along the way, you'll hear which growth tasks AI can already handle, why fintech can't rely on performance marketing alone, and how changing a single optimization event cut cost per acquisition by 96%. If you work in app growth, user acquisition, or performance marketing, this is what's real, what's noise, and what to try next week. The panel’s topics include: AI in growth teams — which tasks it already replaces, and why humans still own strategy Performance marketing's limits — why trust-driven categories like fintech need brand channels too Web-to-app funnels — near-double conversion rates and skipping the 30% app store tax Channel strategy for 2026 — fewer channels done better vs. always testing new ones Data and targeting vs. creative — where each wins, and the 96% CPA reduction story

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