Interview with Javier Castro from Google
With a B.Sc in computer engineering and a Masters in Business, Javier has worked at Oracle and HP in programming and sales before joining Google. He spent the last 5 years working within the Google Cloud team and working as a Growth Manager. Currently, he is leading the EMEA Gaming team working with the most sophisticated gaming companies across Europe helping them to acquire profitable users.
Find out more about him!
Quick quiz Javier Castro – Google
Javier will give a keynote on Friday 1st of June at the W Barcelona Hotel. Read the full interview and do not miss the chance to learn from him!
1. How and when did you arrive to the mobile industry? Why did you decide to stay and work on this sector?
I started working at Google 5 years ago in the Google Cloud team. After two years in that role, I found a very interesting opportunity to join a small team of growth managers willing to take on a new department and make it grow within the organisation. The main goal of the team was to work close with app developers and enable them to grow their app’s business.
2. What project are you working on now?
I’m currently leading the Gaming team in EMEA, working with top gaming studios and making sure they achieve their marketing objectives.
3. What is the most important professional quality an app marketer can have?
Marketers are now both a creative director and a data analyst, using the black boxes of UAC, Fb’s AEO and retention-oriented models of broker networks to produce optimal return.
4. What is the best option to monetize a mobile app?
From the gaming point of view, it has been mainly two models so far: IAP and ads but we are seeing a new business trend which are subscriptions. We see that a lot in countries like Korea and Japan but also seeing some early adopters in Europe like Rovio or Easybrain.
5. What advice would you give to a company or startup before launching a mobile app?
First, have a clear monetisation strategy in place before spending anything in UA. Second, measure your retention and make it better.
6. What are the biggest challenges facing the mobile app industry?
The rise of algorithmic bidding needs a change in approach from mobile marketing teams. Mobile marketers must accept a few tough truths about the changing marketing terrain. Algorithms are objectively better at targeting and making bid adjustments than humans. The challenge I see is how UA function evolve to accommodate it?
7. What trends will mark 2018?
Just as the proliferation of video in the last couple of years changed the reality of mobile marketing, the rise of algorithmic bidding will change the approach from mobile marketing teams.
8. What will you talk about in Applause 2018?
Does machine learning really works for advertising?
9. To finish, what apps or games have surprised you in the last year?
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