This blog covers the second part of AppLovin's MAU Vegas 2023 recap, focusing on AI in marketing and user acquisition for non-gaming apps. In the AI panel, Joe van Huysen (BMG360) and Vivek Girotra (Times Internet) discussed AI's role in content creation and automation, noting that marginal costs of content are approaching zero. They emphasized that AI lowers the floor but raises the ceiling for marketing talent, increasing competition.
Ethical concerns around deepfakes and IP violations were raised, urging regulation. Future marketing teams are expected to be leaner and more focused. John Gargiulo (ReadySet) presented on acquisition channels, highlighting that 67.8% of the US population uses CTV as of 2023, making it essential in the marketing mix.
He advocated for simple, creative content over high-cost ads, and user-generated content (UGC) that drives high ROI. Attribution is shifting from deterministic to probabilistic due to privacy changes, requiring a multi-faceted measurement approach. Creativity is a force multiplier in integrated marketing.
The Mobile Splash party co-hosted by Adjust, AppLovin, and Iterable attracted 350 guests, featuring a live DJ, hors d'oeuvres, signature cocktails, and networking. The event underscored the value of in-person connections. Overall, the blog stresses adaptability, creativity, and embracing new channels like CTV amidst evolving privacy landscapes.
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