Appi Camper Spotlight with Alex Merutka

Appi Camper is an interview series that shines a spotlight on today’s mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.

Spotlight with Alex Merutka

Alex has been part of the ad-tech space since 2012. During that time he has worked directly with over 400 brands, focusing on marketing and creative. Alex has worked at several renowned companies including AppLovin as Head of Programmatic and now CEO of Craftsman+, a creative technology company focused on interactive and ad automation.

What are the trends you are seeing during this time (COVID 19)? Any notable effects or strategies you can share?

User behaviors are changing. Companies that adapt to this change will benefit. One example would be streaming providers. Since people are consuming different types of content (aka running out of their “watch list” of shows), they are likely more receptive to new shows or even popular old shows. Part of the reason people like watching shows that are popular is because their friends, acquaintances, and the rest of the world is watching at the same time. It’s a conversation starter, a common thread, a way to connect with people.

My assumption would be that older popular shows that have now ended (Game of Thrones, The Sopranos, The Wire) will make a comeback and launch a massive re-engagement campaign. Imagine everyone who missed the buzz back then, all watching at the same time, while allowing consumers that have already watched the series, to rewatch and enjoy it all over with a whole other group of new consumers getting to experience the show for the first time.

What are some of the challenges for growth marketing during this time?

Some growth marketers now have to be more conscious of inventory constraints and what items/products they need to sell. Also, cash flow and liquidity are more important than ever. As such, marketers will likely feel the pressure of optimizing towards shorter payback windows.

What are you doing to stay positive and balanced while working remotely?

I started an email thread with family and close friends where each of us shares what we are grateful for each day. After two weeks of being isolated, it’s pretty awesome what you and others become thankful for. For example, my best friend wrote today that she’s thankful for, “the creators of canned butternut squash soup.”