Let's Talk Ads

How TikTok Is Changing Game Design and Marketing | Manuel Prueter (Colossi Games)

Kevin@admiral.media (Manuel Prueter, Andre Kempe) — Wed, 29 Oct 2025 07:30:00 +0000

In this episode of Let’s Talk Ads, Andre Kempe (Founder & CEO of Admiral Media) talks with Manuel Prueter, Co-Founder & CEO of Colossi Games, about how TikTok, AI, and creator-led marketing are changing the way mobile games are designed, marketed, and scaled.

Manuel shares his journey from MMO games to building one of Europe’s most exciting mobile studios. He breaks down how short-form video, user-generated content, and AI-driven tools have transformed creative testing, user acquisition, and storytelling in gaming.

Together, they explore what it takes to stay relevant in a fast-moving industry — from balancing creativity with performance to building a studio culture that thrives on experimentation and data.

What you’ll learn:

How TikTok and creator culture influence game discovery and UA
The impact of AI on creative production and campaign testing
How to align marketing, design, and product for sustainable growth
Why creative iteration and authenticity drive long-term success

Perfect for:
Game developers, UA managers, growth marketers, creative strategists, and anyone interested in how the world’s top gaming studios merge storytelling with performance marketing.

Connect with Andre & Admiral Media:

Andre Kempe on LinkedIn → https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
Admiral Media → https://admiral.media/
Let’s Talk Ads → https://letstalkads.io/

Connect with Manuel Prueter:

LinkedIn → https://www.linkedin.com/in/manuelprueter/

About Admiral Media:
Admiral Media is an award-winning performance marketing agency helping ambitious brands grow through creative, data-driven campaigns. Official partners with Meta, TikTok, Google, and Snapchat.

🔗 Resources & Links •
Admiral Media – award-winning performance agency
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads”
• Official Let's Talk Ads website: https://letstalkads.io/

Why Product Beats Promotion: (with Luis De La Cámara)

Kevin@admiral.media (Luis De La Cámara, Andre Kempe) — Wed, 22 Oct 2025 06:30:00 +0000

Even Angry Birds can’t rely on fame alone.

In this episode, Andre Kempe sits down with Luis de la Cámara, VP Global Marketing at Rovio, to discuss how product-led growth, AI, and creativity keep one of the world’s most iconic gaming brands relevant.

Luis shares how Rovio connects product insights with marketing strategy, how creative testing can influence gameplay, and why AI and machine learning are reshaping both advertising and game design.

He also dives into recruiting in the AI era, building teams that balance deep technical expertise with creative, cross-functional thinking.

Topics Covered:

Why great products drive brand success
How “fake” ads can inspire real gameplay
AI’s role in creative testing and game design
Balancing creativity and data in marketing
Recruiting T-shaped marketers for growth

Key Takeaways:

A strong brand can’t save a weak product
AI powers smarter gameplay and marketing
True innovation happens where creativity meets data

🔗 Connect

👨‍💼 Andre Kempe — CEO, Admiral Media
LinkedIn | Admiral Media

🎮 Luis de la Cámara — VP Global Marketing, Rovio
LinkedIn

From Dating App failure to Europe's largest social platform for Best Agers (with Lukas Reinhardt)

Kevin@admiral.media (Lukas Reinhardt, Andre Kempe) — Wed, 15 Oct 2025 06:30:00 +0000

In this episode of Let’s Talk Ads, host Andre Kempe (Founder & CEO, Admiral Media) sits down with Lukas Reinhardt, Co-Founder and CMO of Meet5 - Europe’s largest social community app for people over 40.

Lukas shares how he turned a failed dating concept into a thriving real-world community platform, connecting thousands of users across Europe. Together, they dive into how Meet5 captured the attention of a “forgotten demographic”, what makes offline experiences so powerful, and how marketers can authentically reach audiences beyond Gen Z and Millennials.

What you will learn:

How Meet5 evolved from a dating app into a social success story
Why the 40+ audience is a massive untapped market
The role of trust, safety, and simplicity in app growth
How Meet5 built genuine community engagement beyond the screen
Practical marketing takeaways for app founders and UA managers

Key insights:

The over-40 demographic is often overlooked — but incredibly loyal once reached effectively.
Real-world experiences create stronger emotional connections than traditional “swipe” apps.
Meet5’s success proves that growth doesn’t always require flashy features — just authenticity and focus.

Connect with Lukas:

LinkedIn: Lukas Reinhardt
Meet5 Website: https://www.meet5.de/

Connect with Andre & Admiral Media

Andre’s LinkedIn: Andre Kempe
Admiral Media: https://admiral.media
Podcast Website: https://letstalkads.io

About Let's Talk Ads:

Each week, Andre Kempe chats with leading marketers, app founders, and brand builders who share their secrets for scaling digital products that actually connect.ø

Optimizing for AI Search: The Practical Guide to LLM-Driven Marketing (with Norman Nielsen)

Kevin@admiral.media (Norman Nielsen, Andre Kempe) — Wed, 1 Oct 2025 06:30:00 +0000

How do you scale millions in growth without paying Google, Meta, or TikTok?

In this episode of Let’s Talk Ads, Admiral Media founder Andre Kempe sits down with Norman Nielsen (VP Growth @ Omio) to explore how AI and large language models (LLMs) are transforming organic growth.

Norman shares how Omio drives revenue from “unpaid” channels like SEO, ASO, and CRM — and why AI + LLMs are rewriting the playbook for growth marketers.

🎧 What You’ll Learn:

How AI & LLMs are changing SEO, ASO, and CRM
Why “unpaid” channels can generate millions in growth
The balance between organic and paid marketing strategies
A hype-free look at practical AI for growth marketers

👉 Perfect for growth marketers, UA managers, app founders, SEO/ASO specialists, and anyone curious about practical AI in marketing.

Building Growth Engines When Acquisition Gets Expensive - with Danil Ovechkin, Head of Growth @ Waking Up

Kevin@admiral.media (Danil Ovechkin, Andre Kempe) — Wed, 17 Sep 2025 06:30:00 +0000

In this episode of Let’s Talk Ads, Andre Kempe talks with Danil Ovechkin, Head of Growth at Waking Up, the meditation app redefining mindfulness for millions worldwide. Danil shares why referrals became their top channel, how CAC should really be measured, and why creativity and personalization matter more than ever when scaling apps in 2025.

🔑 What You'll Learn

Why referrals became Waking Up’s #1 growth channel
How to think about CAC beyond the number
The role of the Meta Ads Library in testing creatives
Why “meditation is personal” → and how that shapes growth strategies
Creative tactics Waking Up uses to stand out in a crowded app market

📌 Key Insights
Danil explains why referrals beat paid as their top channel, how creative “moments” help Waking Up stand out, and why sustainable growth is built on personalization and trust—not just ad spend. He also shares lessons on balancing organic and paid growth, and how to keep performance marketing authentic in 2025.

🎯 Perfect For
Growth marketers, UA managers, app founders, meditation/wellness product leaders, and anyone scaling consumer apps in competitive markets.

Connect with Danil Ovechkin
👉 LinkedIn https://www.linkedin.com/in/danil-ovechkin/

How to lower CAC with Music & Sounds - Inna From Her App shares some Dating App Marketing Secrets.

Kevin@admiral.media (Inna Sumovska, Andre Kempe) — Wed, 3 Sep 2025 06:30:00 +0000

In this episode of Let’s Talk Ads, Andre Kempe talks with Inna Sumovska, Ex-UA Manager at HER App the leading dating app for queer women and non-binary people. Inna shares how she scaled a niche app with TikTok ads, inclusive marketing, and performance UA strategies, and what it really takes to grow authentically in 2025.

🔑 What You'll Learn

How Her App used TikTok to scale a niche LGBTQ+ audience
Why inclusive design creates a long-term growth advantage
The shift from Facebook Ads to TikTok Ads and what it means for UA managers
Tactics for marketing to underserved communities
Lessons on balancing profitability with authenticity

📌 Key Insights

Inna explains why identity-based marketing is critical for apps like Her, how to build campaigns with limited resources, and why understanding lived user experiences matters more than just targeting demographics.

🎯 Perfect For

User acquisition managers, growth marketers, app founders, LGBTQ+ product leaders, and anyone scaling in niche or mission-driven markets.

Connect with Inna Sumovska

👉https://www.linkedin.com/in/inna-sumovska-68296264/

Myths, Metrics & Mess: What 90% get wrong about ASO | An ASO Deep Dive with Anton Tatarynovich

Kevin@admiral.media (Anton Tatarynovich, Andre Kempe, Kevin Dosanjh) — Wed, 20 Aug 2025 06:30:00 +0000

Work With An Award Winning ASO Agency: https://admiral.media/services/app-store-optimization/

Join Andre Kempe from Admiral Media as he sits down with Anton Tatarynovich, Growth Marketing Manager at Freeletics and ASO consultant, for an eye-opening discussion about App Store Optimization.

With 7-8 years of experience in the ASO industry, Anton shares the harsh realities of what most companies get wrong about ASO and reveals the strategies that actually work. From his journey at Splitmetrics to agency work in Berlin and now leading ASO at Freeletics, Anton breaks down the myths, metrics, and mess that plague 90% of ASO efforts.

Whether you're a startup founder, marketing manager, or ASO professional, this episode is packed with actionable insights that could transform your app's performance.

What You'll Learn:

• Why most ASO strategies fail and how to avoid common pitfalls

• The real resource requirements for effective ASO teams

• How to structure ASO teams for maximum impact

• The truth about localization and when it actually matters

• Creative testing strategies that drive real results

• Why brand resistance kills ASO performance

• Advanced metrics that matter beyond basic rankings

Timestamps

00:00 Intro and guest

01:30 What is Freeletics and Anton’s role

03:00 ASO trends in the last 2 to 3 years

05:30 Building the ASO team and key skills

10:30 Team structure, specialists, budgets

15:00 Who owns ASO and review management

20:00 Creative testing and when video works

25:00 Common myths debunked

30:00 Smart localization and the 80/20 approach

35:00 Advanced localization and market behavior

40:00 Key takeaways

📱 About the Hosts & Guests Andre Kempe - Founder of Admiral Media, a performance marketing agency specializing in mobile app growth and user acquisition. Host of Let's Talk Ads podcast.

Anton Tatarynovich - Growth Marketing Manager at Freeletics and freelance ASO consultant with 7-8 years of industry experience across vendor, agency, and in-house roles.

🔗 Connect & Learn More

• Admiral Media: https://admiral.media/

• Andre Kempe: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/

• Anton Tatarynovich: https://www.linkedin.com/in/anton-tatarynovich-43aa8712a/

• Let's Talk Ads: https://letstalkads.io/

Scaling Meta Ads for Apps - The Hard Lessons Learned

Kevin@admiral.media (Anre Kempe, Marcus Burke, Kevin Dosanjh) — Wed, 6 Aug 2025 06:30:00 +0000

Scaling Meta Ads for Apps - The Hard Lessons Learned with Andre Kempe and Marcus Burke

Meta advertising has evolved far beyond simple conversion tracking, and few understand this better than Marcus Burke. The consultant who scaled Wave AI from 500,000 to 5 million ARR in 2024 joins Admiral Media founder Andre to share the strategies that actually work in today's Meta landscape.

Marcus brings 13+ years of digital marketing expertise, from his early days in gaming at Inno Games to pioneering web funnels at Blinkist. Now specializing exclusively in Meta advertising, he's worked with apps across every category and learned what separates good marketers from exceptional ones.

This conversation dives deep into the practical realities of scaling Meta campaigns for apps. Marcus reveals why audience understanding trumps creative production value, how AI tools are democratizing asset creation, and why the most successful ads often look like they were made in 10 minutes rather than 10 hours.

Whether you're an app marketer struggling with iOS 14.5 changes, a founder looking to scale user acquisition, or a consultant building your expertise, this episode provides actionable frameworks you can implement immediately.

Topics Covered:

• Why Meta advertising requires full-funnel thinking in 2025

• The audience research methodology that drives creative performance

• Web funnel strategies that bypass app store fees

• AI tools and scrappy creative production techniques

• How specialization leads to better clients and higher rates

• Scaling strategies for different app categories and business models

About the Host:

Andre is the founder of Admiral Media, an award-winning digital marketing agency specializing in mobile app growth and user acquisition. Admiral Media maintains official partnerships with Meta, TikTok, Google, Moloco and Snap.

Connect:
• Andre: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/

• Admiral Media: https://admiral.media/

• Marcus Burke: https://de.linkedin.com/in/marcusburke

• Let's Talk Ads: https://letstalkads.io/

The Full Funnel Growth Strategy behind Paired | CTV, Influencers and Key Channels for Mobile Growth

Kevin@admiral.media (Jessica Gotti, Kevin Dosanjh, Andre Kempe) — Wed, 23 Jul 2025 06:25:00 +0000

90% of marketing tests fail. Most marketers see this as depressing news. Jessica Gotti (Head of Performance Marketing at Paired) sees it as her competitive advantage.

CONTROVERSIAL TAKES:
• Traditional channels (Meta, TikTok, Google) are becoming "overcrowded markets"
• Apps now compete with AI, not just other apps
• The channels everyone's afraid to test are where the real opportunities are

KEY INSIGHTS:
• Jessica's $25 CPM rule for influencer testing
• How to use AI for influencer background checks (after one partnership disaster)
• Why web onboarding requires 20-25 screens to be effective
• The 3-phase influencer strategy that scales
• Connected TV vs Linear TV: measurement challenges and opportunities
• Channel diversification strategies for subscription apps
• Why celebrating failed tests gives you a competitive edge

WHAT YOU'LL LEARN:
•How to turn 90% test failures into competitive advantage
• Which "traditional" channels are becoming obsolete
• The exact CPM thresholds for profitable influencer marketing
• AI tools for creator vetting and outreach automation
• Web vs app funnel optimization strategies
• Connected TV measurement and attribution methods
• How to build long-term influencer partnerships
• Channel diversification for subscription apps

🔗 CONNECT WITH OUR GUESTS:
👨‍💼 Andre Kempe (Host) CEO of Admiral Media - Award-winning performance marketing agency
LinkedIn: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/

Work with Admiral Media: https://admiral.media

👩‍💼 Jessica Gotti (Guest) Head of Performance Marketing at Paired LinkedIn:
https://www.linkedin.com/in/jessicagotti

🎧 SUBSCRIBE FOR MORE:
New episodes featuring top performance marketers, growth experts, and industry leaders sharing their most controversial takes and insider strategies.

Zero to $5M ARR in 1 Year (Generation AI) | With Romain Torres, Co-Founder of Arcads

Kevin@admiral.media (Romain Torres, Kevin Dosanjh, Andre Kempe) — Tue, 8 Jul 2025 22:00:00 +0000

💥 Arcads went from 0 to $5M ARR in just 1 year using AI-powered UGC! 🏆
Interested in working with an Award Winning Agency? Visit https://admiral.media/ and schedule a growth talk!

How do you scale a creative tech startup from zero to millions in revenue, without VC funding? And can AI-generated content (AIGC) actually outperform traditional creators? 🤯

In this episode of Let’s Talk Ads, Andre Kempe (CEO of Admiral Media) sits down with Romain Torres, Co-Founder of Arcads, the game-changing AI creative platform trusted by top app marketers and e-commerce brands worldwide.

Romain breaks down how Arcads grew to $5M ARR in just one year, went viral overnight, and disrupted the creative production process.
We discuss the power of AI UGC, how to iterate ad creatives at scale, and the future of data-connected advertising.

💡 What you’ll learn in this video:
• How Arcads scaled to $5M ARR without venture funding
• Why AI UGC is transforming performance marketing
• The secret to faster creative testing and higher ROI
• How to build a lean, hyper-profitable AI startup
• The future of AI avatars, data-driven creative, and live AI content

Connect with Romain Torres: https://www.linkedin.com/in/romain-torres-arcads
📌 Connect with Andre Kempe: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
📌 Follow Admiral Media: https://admiral.media/
📌 More episodes & growth resources: https://letstalkads.io/

Cracking FinTech Growth (7 Hard Truths About Performance Marketing)

Kevin@admiral.media (Andre Kempe, Drew Hampton, Kevin Dosanjh) — Wed, 25 Jun 2025 06:30:00 +0000

In this episode of Let’s Talk Ads, Andre, CEO of ⁠Admiral Media⁠, sits down with Drew Hampton, Head of Performance Marketing at ⁠Varo Bank⁠. One of the largest neobanks in the US.

Drew shares his playbook for compliant, test-driven performance marketing, discussing the unique challenges of fintech advertising, the impact of privacy changes, and how to optimize campaigns in a highly regulated space.

From event testing strategies to attribution hurdles (SKAdNetwork vs. probabilistic modeling), Drew breaks down what works (and what doesn’t) when scaling a fintech app.

Plus, he shares insights on team structure, creative optimization, and why web-based campaigns outperform app installs for Varo.

Key Takeaways:

Why web-based marketing drives better efficiency than app install campaigns
How to structure event testing for fintech compliance
The impact of privacy changes (iOS 14.5, SKAN) on performance marketing
Why probabilistic attribution is becoming essential
How to motivate teams & foster a performance-driven culture

Audio Chapters:

00:00 – Intro
00:13 – Welcome to Let’s Talk Ads
00:50 – Drew’s background & role at Varo Bank
02:34 – What is Varo Bank? (Neobank for underserved consumers)
04:38 – Drew’s transition from Spin (e-scooters) to fintech
06:40 – Differences between mobility & fintech marketing
08:24 – Why Varo Bank focuses on web-based marketing over app installs
10:50 – How event testing improves campaign performance
12:30 – The impact of privacy changes (iOS 14.5, SKAN)
15:20 – Best channels for early-stage fintech startups
18:00 – Should founders run ads themselves or hire experts?
21:40 – The most underrated skill for performance marketers
24:30 – Biggest campaign success at Varo Bank
27:50 – Event testing roadmap – how to structure tests
31:20 – How to motivate teams & build a performance culture
36:10 – Attribution challenges (SKAN vs. Apple Search Ads)
39:50 – The future of MMPs (Mobile Measurement Partners)
44:20 – Final thoughts & where to connect with Drew

📌 Connect with Drew Hampton: ⁠LinkedIn⁠

📌 Connect with Andre Kempe: ⁠⁠LinkedIn⁠⁠

📌 Follow Admiral Media: ⁠Website⁠ | ⁠LinkedIn⁠

📌 Visit Let's Talk Ads: ⁠Website⁠

Signal Engineering: Buzzword or Secret Weapon?

Kevin@admiral.media (Andre Kempe, Thomas Petit, Kevin Dosanjh) — Wed, 11 Jun 2025 06:30:00 +0000

Join Andre and subscription app marketing legend Thomas Petit for a deep dive into "Signal Engineering" - the art and science of optimizing the data signals you send back to ad networks to dramatically improve campaign performance.

In this episode, Thomas reveals advanced strategies that go far beyond basic event optimization, including:

- How to "fake" user values to guide ad networks toward your most valuable customers

- Why gaming companies do the OPPOSITE of subscription apps when handling whale users

- The counterintuitive approach of lowering high-value user signals to prevent campaign disruption

- Real examples of signal manipulation that improved traffic quality over 6 months

- When automation actually makes your job MORE complex, not easier

Key Takeaways:

✅ How signal engineering differs from traditional event optimization

✅ Advanced value manipulation techniques for different verticals

✅ Why creative iteration still trumps technical optimization

✅ The future of UA in an increasingly automated world

✅ When to invest in signal engineering vs. when it's overkill

Whether you're spending $1K or $400K per day, this episode will change how you think about the data you're feeding to Facebook, Google, TikTok, and other ad networks.

Perfect for: UA Managers, Growth Marketers, Performance Marketing Teams, Agency Owners

Chapters

00:00 - Introduction & Welcome to Thomas Petit
02:00 - What is Signal Engineering?
04:30 - Advanced Value Manipulation Techniques
09:00 - Testing and Measuring Signal Changes
12:20 - Timeline and Implementation Strategy
15:30 - Creative vs. Signal Engineering Impact
19:00 - Product Optimization and Full-Funnel Thinking
23:00 - The Future of UA in an Automated World
26:00 - Network-Specific Signal Strategies
31:00 - When Signal Engineering Makes Sense
34:00 - Creative Production Priority
36:20 - Wrap-up and Key Takeaways

Wealthsimple App Growth: 10x with Bubble Tea and iPhones!

Kevin@admiral.media (Natasha Saviuk, Kevin Dosanjh, Andre Kempe) — Wed, 28 May 2025 06:30:00 +0000

What do bubble-tea pop-ups and free iPhones have to do with one of Canada’s fastest-growing fintech apps? In this episode of Let’s Talk Ads, Admiral Media CEO Andre Kempe sits down with Natasha Saviuk, the Growth Director who helped Wealthsimple 10× assets under management by turning bold brand moments into viral acquisition loops.

🎧 Press play to learn:

The inside story of Wealthsimple’s “Free iPhone Frenzy” and how a CAC stunt delivered record-high signups
Why Natasha bets on IRL theatrics (yes, bubble-tea stands) to supercharge digital referral funnels
A step-by-step breakdown of her 4-layer virality stack
Creative testing tactics that lowered paid-social CPAs
How to align legal, product and paid teams so wild ideas actually ship
Natasha’s favorite growth metric (it’s not ROAS) and the dashboards she refreshes every morning

Timestamps:

00:01:17 - 00:02:36

Natasha’s Role & WealthSimple’s Mission

00:02:37 - 00:07:15

Incentives as a Growth Strategy

00:07:16 - 00:11:37

Why Incentives Work for High-Net-Worth Users

00:11:38 - 00:14:40

Building Winning Incentive Campaigns

00:14:41 - 00:20:31

Impact on Paid Social & CAC

00:20:32 - 00:27:26

Neuroscience → Marketing: Natasha’s Career Path

00:27:27 - 00:33:26

Memorable Failures & Lessons

00:33:27 - 00:42:15

Scaling Growth via Campus & Referral Tactics

00:42:16 - 00:49:01

Team Structure & Cross-Functional Growth

00:49:02 - 00:50:18

Closing Remarks

Connect & Subscribe

• Looking for a Full Funnel Digital Marketing Agency, specialized in mobile growth? Contact Admiral Media

• Follow Natasha on LinkedIn: https://www.linkedin.com/in/natasha-saviuk/

• Got growth questions? Ping Andre on LinkedIn: https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/

• Never miss an episode—hit ★ Follow on Spotify and drop us a rating!

From Startup to 50 million Global Users: SplashLearn’s Long Term Growth

Kevin@admiral.media (Andre Kempe, Atishay Jain) — Wed, 14 May 2025 10:20:00 +0000

From 0 to 50 million users, with ZERO tracking - Let's Talk Ads with Atishay Jain from SplashLearn

What if you had to scale a kids’ app to 50 million users without IDs, cookies or retargeting?

SplashLearn’s Growth Director Atishay Jain did exactly that—and in this episode of Let’s Talk Ads he breaks down the privacy-first playbook that still converts in a COPPA-ruled world.

Inside you’ll hear:

0:00 Intro & why tracking is off-limits for kids apps

3:12 COPPA, GDPR-K & California laws decoded

8:45 Meta & Google set-ups that still deliver when SKAN is useless

14:10 Creative tactics: turning boring math drills into thumb-stopping UGC

18:52 Incentives that pull parents in—without shady targeting

23:30 Attribution when you can’t follow the user

28:05 “measurement” vs. “tracking” and how to pitch it internally

32:40 Building a multi-app portfolio: SplashLearn, SplashJunior & SplashBox

36:55 Atishay’s biggest mistake—and the growth habit that fixed it

👤Guest

Atishay Jain — Growth Director, SplashLearn

🎙️Host

Andre Kempe — Founder & CEO, Admiral Media