AI isn’t replacing marketers; it’s becoming their greatest creative ally. In this episode, Peggy Anne Salz sits down with Wangxin Li, VP of Decision Science and Global Operations at Aarki, to explore how she’s not just building AI, but reimagining the way marketers collaborate with it. At the heart of this transformation is Encore, Aarki’s full-funnel platform powered by real-time decisioning, deep neural networks and custom generative AI. Wangxin breaks down how Encore slashes creative testing cycles from weeks to just days, boosts campaign performance across UA and retargeting, and functions like an “Iron Man suit for marketers.” It’s all about empowering teams with smarter, real-time decisions and effortless scalability. Tune in to discover how Wangxin and Encore not only improve performance; together they create full-funnel campaigns that truly resonate.

Wangxin Li LinkedIn: https://www.linkedin.com/in/wangxin-li/

Aarki: https://www.aarki.com

What does Mad Max: Furiosa have to do with mobile ad performance? Everything. Michael Akkerman, Chief Business Officer at Digital Turbine, shares how brands are turning blockbuster energy into in-game engagement—driving 35% lift in brand preference and 4x higher interaction rates with ad formats consumers actually want to experience. In this special on-location episode from POSSIBLE in Miami, Akkerman breaks down how brands like H&M, Coca-Cola, and Panda Express are crafting immersive, playable ad campaigns that don't just entertain—they outperform social, deliver intent and redefine what "premium" really means.Michael Akkerman - https://www.linkedin.com/in/mikeakkerman/Digital Turbine - https://www.digitalturbine.com/

Brand building is making a comeback, but on new terms. After years of hyper-targeted, lower-funnel performance marketing, brands are returning to their roots: storytelling, connecting to culture, and long-term brand equity. Our guest this week, Nina Brit Brando, CEO of Carat Deutschland GmbH, calls this a "renaissance in brand commitment." In a time when brands are all "fishing in the same lake"—competing for attention on saturated platforms where visibility is dictated by algorithms rather than ad spend—narrative-led advertising is what makes the bait worth biting. Nina shares her favourite examples of brands getting it right and her strategy for balancing storytelling and data to hook, catch, and keep valuable audiences in 2025.

Nina Brit Brando - https://www.linkedin.com/in/nina-brit-brando-59916236/

Carat - https://www.carat.com/de-de

Effective marketing turns ads into experiences. But smart marketers go further—using AI to personalize those experiences and even predict the creative that will resonate most with valuable consumers at the moment of inspiration. In this special MobileGroove episode, powered by Appier, Peggy Anne Salz sits down with Robert Chen, CTO at Appier, to learn how the agent-powered adtech company combines predictive and generative AI to personalize everything from content to customer journeys in real time. Robert explains how this hybrid approach creates a flywheel of performance that learns and adapts with every user interaction. He says that the future of marketing is "agent-powered" and that by leveraging real-time contextual signals, brands can evolve their ads to user experiences that feel intuitive, not intrusive. Tune in now!

Robert Chen - https://www.linkedin.com/in/robert-chen-13270919/

Appier - https://www.appier.com/

CHAPTER TIMESTAMPS

00:00 - The benefits of full-funnel AI marketing

04:22 - How to combine Gen AI and Predictive AI

8:00 - Solving the cold start problem

10:58 - Most exciting digital applications of AI

12:44 - AI that speaks SQL so you don't have to

16:15 - From journeys to data in minutes

18:35 - Right ad, right vibe, right now

23:50 - Make ads feel like Netflix

28:25 - The future of marketing is agent-powered

Great speakers don't start their presentations by trying to be funny, persuasive, or polished—they start by being themselves. Whether you're on stage, in a boardroom, or featured on a podcast like MobileGroove, authenticity builds trust and allows you to connect with your audience in a way that feels real, not rehearsed. Speaking coach Reuben Milne compares public speaking to a muscle you build over time. He's built his hosting the UA Society London and working with brands like Google, LinkedIn, and Pfizer. He joins the show this week to share the exercises, strategies, and tactics you should know before your next speaking engagement. Tune in!Reuben Milne - https://www.linkedin.com/in/reubenmilne/https://reubenmilne.com/CHAPTER TIMESTAMPS00:00 - Intro02:44 - Breaking the ice08:00 - Practice makes perfect10:00 - Reframing your presentation 13:41 - "Who's in the room?"14:38 - The "books down" moment21:49 - Take them on a journey25:12 - The curse of knowledge27:56 - When have you lost the audience? 30:57 - Adapting to stand out online36:30 - How to get over nerves39:30 - Misconceptions about speaking42:46 - Where to connect with Reuben

In a market saturated with FOMO and shame-driven lesson reminders, Zigzag shows that ethical UX and empathy-led CRM drive better retention and brand loyalty—especially for subscription apps.

In this episode, Peggy Anne Salz is joined by Lorna Winter (Co-Founder & Head of Programme) and Ed Williams (Growth Marketing Manager - Lifecycle & CRM) from Zigzag, the mission-led puppy training app doing things differently.

Zigzag blends behavioral science, smart CRM, and a lot of heart—building real relationships through hyper-personalized journeys, AI support that doesn’t feel robotic, and a community that’s genuinely invested (Hi, Tate!). It’s a strategy that’s helped them double growth, boost lesson completions by 14%, and increase retention by 16% last year alone.

Lorna, Ed, and Peggy dive into Zigzag's strategy behind hyper-personalized onboarding and lifecycle flows, how being B-Corp Certified shapes their growth, and what ethical, value-driven business practices look like in action.

CHAPTER TIMESTAMPS

00:00 - Intro

02:54 - Recognized for marketing

06:13 - Zigzag and Ziggy's origin story

11:27 - Balancing individual and the masses

14:51 - Generous marketing & b-corps

19:00 - Key KPIs & happiness research

25:42 - A winning "win back" strategy

33:10 - Shame-free CRM

40:35 - The vision for Ziggy

44:39 - What inspires Lorna & Ed

50:12 - Outro

It used to be that a marketer's tools defined their differentiation. But as AI democratizes the ability to craft compelling mobile creatives—and to do so at an unprecedented volume—Kenjy Vanitou, Lead Creative Manager at Voodoo, says it's brand, optimization, and a curiosity to learn that will determine what separates the good games marketing and the great. He joins Peggy Anne Salz at Gamesforum Barcelona to share how Voodoo sets the standard for AI and creatives and how marketers should shape their strategy for success in 2025.

Kenjy Vanitou - https://www.linkedin.com/in/kenjyvanitou/

Voodoo - https://voodoo.io/

CHAPTER TIMESTAMPS

00:00 - Intro

02:39 - Testing AI creatives

05:16 - Who will be the creative directors?

07:15 - Kenjy's approach to AI

09:41 - How to differentiate

11:40 - Voodoo's next steps

14:40 - Predictions for 2025

The games industry is in the “midst of a revolution,” and Shalom Michaeli, Managing Director of Alternative App Stores at Digital Turbine, emphasizes that how brands act now will directly impact their revenue and performance in the years ahead. This is a make-or-break moment for studios across genres, as developers increasingly turn to alternative stores as a growth strategy in 2025. In this exclusive Gamesforum Barcelona interview, Shalom joins Peggy Anne Salz to unveil the first-mover advantages developers can seize before the market becomes saturated—plus the actionable steps any studio can take today to position itself for sustained growth.

Shalom Michaeli - https://www.linkedin.com/in/shalom-michaeli-19b54742/

Digital Turbine - https://www.digitalturbine.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:20 - The opportunities in alternative stores

06:38 - Alternatives as a strategy not a tactic