Grenier: HotelTonight was an early alpha tester for Facebook mobile ads
Adam Grenier · When to invest in new acquisition channels | Adam Grenier (Uber, MasterClass) · Sep 15, 2022 · at 21:56
Adam Grenier discusses his experience marketing HotelTonight while explaining how emerging ad platforms select launch partners.
0:00 / 0:17exact quote · 17.5s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Hotel Tonight, we were one of the, like, alpha testers of mobile ads, because I'd been sitting here buying, you know, ad inventory on networks for, you know, the last five or six years, and just waiting for Facebook to work, because it just wasn't really working for mobile installs.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Adam Grenier
Grenier: Do not test new channels before scaling Google and Facebook
“There's very few companies that I recommend saying like, Yes, go put energy on this brand new channel that you don't know how to scale yet before you've figured out some type of like volume on Google and Facebook.”
Grenier: During economic downturns, startups must assume they lost PMF
“Even right now, like, one of the biggest pieces of advice I'm giving to people that are like, how should we adjust our marketing with the economic changes and things like that, is like, start by assuming you no longer have product market fit. Because you had p…”
Grenier: Aligning with an ad platform's monetization model unlocks custom partnerships
“If you as a business can match or support their monetization strategy, it actually gives you like a really interesting leg up with that channel because the likelihood of you being able to like call them up and like go do custom stuff with them or partner with …”
Grenier: Keep staffing minimal when testing new acquisition channels
“Rarely ever is it like, Hey, this should be your entire team's focus for the next Three sprints or five sprints. Like I think that, you know, if you've got that half person working on it for a while and there starts to be some magic happening, sure. Put a spri…”
Grenier: Acquisition channel tests should not run past one quarter
“Generally, like I wouldn't let anything Bleed past a quarter. Like you can probably get some good signal in a month or less, like what I would call fishing. Like it wouldn't be like, you're just, you know, putting bait in the water to figure out where the fish…”
Grenier: Influencer marketing tools replicate the hyper-targeting of early Facebook
“Influencer is probably the one that I'm most intrigued by because similar to OTT, like the scale and services and the ability to go do it is still there. It's also got that hyper granularity. That, like, when I get into influencer tools, it feels to me like ea…”