Phiture

Award-winning mobile growth consultancy and agency working with the teams behind leading apps.

[Phiture @phiture]

New episode of Brave New Digital World is live! 🎧

In this episode, Andy Carvell and Luke Costley-White discuss what modern growth looks like when old playbooks stop working, and everyone is suddenly an AI expert.
They also talk about how AI is already changing marketing teams, why the era of “just spend more on Meta” is looking a little shaky, why brand is having a very overdue comeback, and much more.

Listen via the link in the post and let us know if you have your own takes on the topics!

Listen here: https://t.co/um8wBsvyfW

[Phiture @phiture]

New episode of Brave New Digital World is live! 🎙️
In this one, Andy Carvell talks to Ekaterina Petrakova, Director of Market Expansion at https://t.co/WkX4x8nAdr, about something a lot of growth teams are quietly wrestling with right now: "What happens when you have more data than ever… and still can’t fully trust it?"
It's also about the tension between brand and performance, why marketing teams can’t afford to think in silos, and how influencer marketing has gone from “fun experiment” to “this now needs budget, process, and therapy”.

And a very real conversation about attribution, ad fatigue, black-box platforms, and why talking to your colleagues might still be the most underrated growth hack around.
Basically, if you work in growth, performance, brand, or somewhere in the messy middle, this one will feel familiar.

Listen here: https://t.co/ab22sGAX26

And don't forget to follow, more episodes are coming!

[Phiture @phiture]

What do positioning, software agents, and experimentation velocity have in common? At first, not much.
But that’s exactly what Andy Carvell and Alexander Beresford, Chief Growth Officer at Taxfix, talk about in the latest episode of Brave New Digital World.

In this episode, they talk about:
– Why positioning and messaging are becoming more and more important
– How marketing may soon need to influence software agents
– Why moving fast with AI experimentation matters, but treating AI as a silver bullet doesn’t
– What it means to make your company’s knowledge machine-readable

It’s an episode about curiosity, speed, and technological gaps. Listen to the full episode here: https://t.co/GBzDPZ1zKy

[Phiture @phiture]

⚠️ Warning: after this episode, your ‘one test a month’ habit may feel very 2017.

In this episode, Michael Grierson (Canva) and Andy Carvell get into:

• How Skyscanner’s “Fail Forward Friday” culture shaped his growth mindset and why failure, shared openly, compounds learning

• The shift from “utility stores” to discovery engines

• Testing at scale > testing occasionally: cadence, creative fatigue, and why speed is a growth lever (not just a workflow choice)

• AI for bulk creative generation, rapid experiment pipelines, and why craft still matters more than ever

• What is practical ASO today: moving beyond 2017-style keyword tinkering to holistic “app store marketing” (CPPs/CSLs, live ops, editorial alignment)

And much more.

Listen on Spotify https://t.co/khOd4BRQmB

Apple Podcasts
https://t.co/ngWw5qdfRA

Or scan the QR on the snippet.

And, of course, feel free to share your thoughts on this episode in the comments.

[Phiture @phiture]

https://t.co/xvfSOVkHJZ

[Phiture @phiture]

Ever wondered how many of your users would've installed your app even without seeing the ad?

That's precisely what incrementality analysis is about — quantifying the lift your paid UA campaigns deliver.

With Incrementality V2, Catchbase just got a significant upgrade:

1. Support for Full-Holdout or Partial-Holdout test designs
2. Analyze multiple campaigns simultaneously
3. Keyword-level lift measurement within search campaigns
4. Customize the duration for each test cycle
5. Direct data ingestion from App Store Connect for seamless automation and analysis

Combined with our refreshed dashboard and UX, this version gives you a tighter, more flexible and actionable view into your Apple Ads performance — finally enabling you to answer that key question: "How many installs are truly driven by our ads?"

Incrementality V2 is now available to all Catchbase users!

[Phiture @phiture]

Ever feel like distribution has become… impossible?
Like every growth channel that used to work is now overcrowded or too expensive to scale?
That’s exactly what Ekaterina Gamsriegler, Head of Growth & Marketing at MyGroove (the Red Bull–backed music learning app), and Andy Carvell discuss in the latest episode of Brave New Digital World.
Ekaterina’s seen it all - SEO, paid UA, lifecycle, product management, and now leads growth with a truly holistic view.
They dig into why “easy” channels are no longer easy, how AI has made app building simpler but competition tougher, and what’s wired, tired, and expired in growth today.

Listen to the clip below and find the full episode on Spotify and Apple Podcasts, or simply scan the QR code on the snippet.

Spotify:https://t.co/KI2nQ0XcTm

Apple Podcasts: https://t.co/P3u5TFccYN

[Phiture @phiture]

Apple’s iOS 26 update brings a wave of changes that every ASO and growth team should note.
Here’s a quick summary of what’s new and what it means 👇

1. Liquid Glass Icons

➡️ App icons now use Apple’s new Liquid Glass style.
➡️ If assets aren’t updated, iOS adds the glass effect automatically.
➡️ Layered, simple designs adapt best across light, dark, and tinted modes.
➡️ Updated icons are already being featured in iOS 26 collections.

2. App Store Tags (Now Public)

➡️ Tags are visible to users (US, en-US).
➡️ They’re generated by Apple. Developers can’t create them but can manage visibility.
➡️Tags influence both Search and Browse traffic, depending on user flow.
➡️ Updates can be made without a new app build.

3. The New Apple Games App

➡️ Auto-installed with iOS 26, pulling data from App Store & Game Center.
➡️ 100% organic, ad-free discovery.
➡️ Games with live events can surface twice in results.
➡️ Personalized recommendations meet curated collections (e.g., Top Free, Continue Playing).
➡️“Play” sends users straight into games they already have; “Get” opens the App Store listing.

Why does it matter for ASO?

➡️ Review icon assets for Liquid Glass compatibility.
➡️ Track visibility shifts from public tags.
➡️ Revisit metadata and creative strategy for Apple Games placement.
➡️ Expect UI and UX adjustments as Apple’s new design language rolls out.

Full breakdown with screenshots, examples, and tips by Phiture’s ASO Specialist Claudia Trujillo here: https://t.co/EONwaM9nl2

[Phiture @phiture]

What happens when you combine a Stanford math brain, TikTok addiction, and an obsession with creative performance?
You get Hamza Alsamraee, CEO of Newform, and this week’s guest on Brave New Digital World.
Hamza and Andy talk about:
– How he bootstrapped a paid social agency while still in college
– Why most AI-generated ads aren’t worth testing
– What “dropshipping for software” means (and why it’s very real)
– The future of media buying, UGC fatigue, and fake podcasts
Plus: why tracking actually matters, and how most marketers are still winging it.
Whether you’re scaling spend, building creative workflows, or just trying to keep up with the algorithm, this one’s worth your time.

📷 Watch the full episode here:
Spotify: https://t.co/ZbUNwiXlrt

Apple Podcast: https://t.co/XKvBwUQe0T

#BraveNewDigitalWorld #PerformanceMarketing #CRM #TikTokMarketing #PaidSocial #GrowthStrategy

[Phiture @phiture]

ASAi+ is now https://t.co/KqpnVGfvaE — It’s the same product with a sharper name, and an even bigger ambition:

Catchbase aims to be the leading AI-powered platform for fully automated campaign management.

Today, Catchbase already helps countless UA teams get more from Apple Ads — more performance, more efficiency, more scale.

It's purpose-built to replace hours of manual tweaking with real-time AI decisions.

Built with reinforcement learning at its core, Catchbase helps top UA teams with:
— Bid optimization that hits CPA or ROAS goals.
— Keyword Prioritization that maximizes relevance and volume.
— Dynamic Budget Adjustment that scales what works.
— Reliable insights teams can actually use.

Results from teams using Catchbase:
— Meditation Moments decreased the Cost per Subscription by 66%
— Pinger increased installs by 31% while reducing CPA by 23%
— onX increased installs by 29%, while reducing CPA by 6.6%

Catchbase is built for marketers who treat Apple Ads like the performance channel it should be.

Try Catchbase free for 30 days — and watch your numbers move, from Day 1.

[Phiture @phiture]

Hot take: If your creative team can’t speak data, you're not future-proof.
In the sixth Brave New Digital World episode, Andy Carvell chats with Sharon Romang, VP of Creative at Front Row, about what it takes to blend creativity with performance in 2025. Turns out, making beautiful ads isn’t enough anymore.
What you can expect to be discussed in this episode:
– What it means to be a creative who speaks data fluently
– Why every agency thinks they need to be “AI-first” (and how that backfires)
– How shopping behaviors are blending across generations
– The myth of “what Gen Z wants” and why old audience assumptions don’t hold up

Sharon’s career has spanned Smartly, New York Magazine, and now Front Row, and she has a unique perspective on how tech, creativity, and strategy come together to build systems that scale.
If you work in marketing, creative, strategy, or you’re just nosy about what the future looks like behind the scenes, this one's worth a listen.

Spotify: https://t.co/7qkbnMAJky

Apple Podcasts:https://t.co/X3inZymkEl

[Phiture @phiture]

More speakers, more brainpower = more reasons to be at Growth Phestival.
Here comes another wave of names joining us on stage in Berlin this September. It will be our most stacked lineup yet, but not only because we've expanded on topics beyond ASO:
🎤 Rodolphe Helderwerdt, VP of Marketing, Tandem - Language Exchange
🎤 Amanda Allegrini, Head of Marketing, OneFootball
🎤 Andy Carvell, Co-Founder & CEO, Phiture
🎤 Julien Friedland, Sr. Growth Manager, Adobe
🎤 Christopher Neiber, Digital Product Marketing Manager, Raiffeisen Bank International AG
🎤 Klemen Pivk, ASO manager, OUTFIT7
🎤 Hicham MASSAMBA WA, Senior Mobile Growth Consultant, Phiture
🎤 Cole Dennis, Creative Manager, Phiture

It’s one thing to hear best practices and another to sit across from someone who’s tested five variations, tanked three, and knows (important!) why two of them finally worked.

Tickets are still available here (limited amount!): https://t.co/MkJJxs1Fvu

[Phiture @phiture]

What do a Korean dating app, a sleepless growth team, and iOS measurement chaos have in common? They all show up in our latest podcast episode with Roi Nam.
In this brand-new episode of Brave New Digital World, Andy Carvell speaks with Roi Nam to unpack the seismic shifts in mobile marketing, measurement, and AI-powered growth.
Roi, CEO and founder of AirBridge and AB180 - 에이비일팔공, shares his take on:
✔️ How leading teams are flipping the script
✔️ Launching products after testing UA performance,
✔️ Scaling AI-generated creatives by the millions, and navigating the post-ATT iOS landscape with modeled conversions and web-to-app strategies.

It’s a conversation full of insights for marketers ready to embrace the brave new world of growth.

Spotify: https://t.co/D1iZRUeJts
Apple Podcasts: https://t.co/k97CQxPGQH

Or scan the QR in the end of the snippet.

[Phiture @phiture]

The second round of speakers on the Growth Phestival is here, and it is for the experts.
Growth Phestival is all about knowledge-sharing and talking about the real reasons behind growth. For round two of our speaker announcements, we’re bringing together independent experts, sharp consultants, and in-house leaders across every corner of app growth, but not to pitch, to share what they’ve learned: what’s working? What’s changing? What’s dead?
Expect tactical depth across: ASO, CRM, Paid UA, Measurement & Analytics, product-led growth, and everything that happens in between. Our expert round is going full-funnel, and brings you topics like:

→ Should you still be using an MMP in 2025?
→ Paid user acquisition: post-privacy strategy, scaling what still works
→ ASO: localizing for retention, not just installs
→ CRM: turning messaging into meaningful lifecycle impact
→ Analytics: how the best teams structure their dashboards and KPIs
→ SEO and performance: what “agentic marketing” looks like today
→ Product-led growth: how growth and product are aligning in 2025
→ AI for growth teams: workflows, tools, and what’s actually sticking

Join us in Berlin, Club Ost in September.

Get your tickets here: https://t.co/MkJJxs1Fvu

[Phiture @phiture]

A new episode of Brave New Digital World is out!

Andy Carvell and Thierry Sequeira, CEO of Massive Rocket, have a sharp and honest conversation about where digital marketing is headed. They talk about what’s broken in the traditional agency model, how modern CRM requires much more than just email, and why first-party data and automation deserve your attention long before any AI hype.
It’s a real look at what’s working, what’s not, and what marketers need to prioritize in 2025.

Follow and listen through the links or simply scan the QR code at the end of the snippet below!
Spotify:
https://t.co/utFWFBxJk2

Apple Podcasts:
https://t.co/TACz5AmnbH

[Phiture @phiture]

Only 15 Early Bird tickets left for Growth Phestival 2025!
The Early Bird tickets are selling fast. This is your last chance to grab a ticket at the best price, before we start announcing our speaker lineup next week
Once the names drop, prices are going up.
Secure your early bird ticket now by the link below.
Huge thanks to everyone who has already secured their spot. We can’t wait to see you there!

Follow and don't miss notifications, because we’ll be revealing new speakers every week.

Get the tickets here: https://t.co/MkJJxs1Fvu

[Phiture @phiture]

We’re excited to reveal the venue for the next Growth Phestival - Club OST, a historic Berlin landmark housed in a former East German power plant.

More than just a venue, Club OST embodies the creative energy that defines this city and is deeply rooted in Berlin’s culture, but its future is uncertain due to a planned highway expansion.
As a Berlin-based team, we care deeply about the spaces that shape and inspire our community. Hosting Growth Phestival here is both a celebration and a statement of support.

We’re also so excited about what this unique space makes possible:
✔️ Three stages packed with growth insights
✔️ Expansive outdoor areas for networking and fresh-air conversations
✔️ And an authentic Berlin atmosphere that sets the tone for a memorable afterparty

🎟️ Tickets are already on sale, and early bird pricing is still available.
Secure your spot and join us for a day of mobile growth, fresh ideas, and real connection.
Get tickets here: https://t.co/SCYABYAcWY

[Phiture @phiture]

Big alert: We announce Growth Phestival🎉

Our ASO Conference is back, with a new name, an iconic location, and an even bigger vision. The same industry-leading event you know - just grown up.
We’re keeping the ASO deep dives you know and love, but now adding full tracks on CRM and Performance Marketing, because growth doesn’t happen in silos.

So.. back to the most important part:
When: September 9, 2025
Where: Club OST, Berlin - an iconic cultural venue for a full day of inspiration and knowledge-sharing

What can you expect?
3 dedicated stages:
✔️ App Store Optimization
✔️ User Acquisition & Paid Marketing
✔️ Customer Retention, Engagement, and Monetization

And, of course, networking, music, activities, and more.

🚨 Limited early-bird tickets now available here: https://t.co/MkJJxs1Fvu

Speaker's announcement coming soon! And if you’d like to be one (or know someone who should be), tag them in the comments or send us a message!

[Phiture @phiture]

A new episode of the Brave New Digital World podcast is already out!
In this special session recorded live at MAU Vegas, Andy Carvell and Jeff Roberto, SVP of Marketing at Splice, talk about the evolving intersection of AI, marketing, and mobile growth.

Topics covered:
✔️ How AI is reshaping marketing workflows and team structures
✔️ The shift toward "brandformance" which blends brand and performance marketing
✔️ Adapting to the post-Epic vs. Apple landscape for app monetization
✔️ Building marketing teams that stay agile, creative, and data-informed

Jeff also shares his take on the quote:
“The future is already here—it’s just not evenly distributed.”
And why it matters more than ever in today’s rapidly changing digital world.

Listen on Spotify: https://t.co/ewhw7TlQ4q

Or Apple Podcasts: https://t.co/ZSTBebQXrs

Also available on other platforms, just search Brave New Digital World.