BidMatrix

Could creator content become a core performance channel for apps? 👀 In 2026, creators are already moving beyond awareness into acquisition and conversion. Simone Rubin, Head of Business Development at IconPeak, believes 2027 could be the year creator content becomes a core performance growth engine for apps. As AI makes content easier to produce at scale, human trust becomes even more valuable. That’s the opportunity for marketers: combine creator-led reach with the credibility that moves people to act. 🎥 How are you thinking about creators in your growth strategy?

AI can help you do more marketing. But “more” doesn’t always mean more memorable. When everyone uses AI to create faster, efficiency alone won’t make a brand stand out. Jacob Rushfinn, CEO and Co-Founder at Botsi, puts it this way: “Automate the busy work and repeatable tasks with AI, but figure out how to add human connection and quality where it can make a large impact. Marketing is about standing out. If you do everything the same as everyone with AI, you 100% will not stand out. Think about where you can spend an unreasonable amount of time to create personal and authentic experiences that your users will love.” Use AI to make room for the experiences people remember. ✨

🔄 The strategy that got you here may not take you to the next stage. Connor Kernochan, who focuses on app growth with CTV at Vibe.co, shares his advice for marketers heading into the year ahead:“ The same strategies that ‘got you here’ are not going to be the strategies to get you and your company to the next stage of growth.” 🚀 His advice? Keep experimenting. Embrace AI. Explore emerging channels to meet consumers where they are. At BidMatrix, we believe growth depends on staying curious and being willing to test new approaches. New tools and channels matter when they help us understand and reach users better. 🚀

Attribution not 100% clear? Welcome to the fun part of growth marketing. 😅 In our year-ahead expert series, Christopher Bagtas, Mobile App Growth & Performance Marketing Leader at The Economist, shares a practical reminder for app growth teams. Set up your measurement and reporting across your MMP, App Store Connect and ad platforms. Keep your ICP and audience behavior in focus. Then test new partners and channels with an incrementality method ready. And then, as Christopher puts it: “And let it rip!! Haa” 🚀 A good reminder: you don’t need perfect clarity to test. You do need a plan for learning from it. We’ll keep sharing how mobile growth leaders make those calls. Follow BidMatrix for the next perspective. 🚀

AI can take on more tasks. But marketers still need to decide which ones matter. For our year-ahead expert series, Alp Korpe, Marketing Operations & Analytics Lead at Moss, shares what marketers should focus on next year: “Stop measuring your capacity by headcount. AI can now handle the repeatable work, like creative variations, reporting and campaign setup, so hand it off and spend your time on the full game: positioning, testing strategy and the bets that actually move growth. The marketers who win next year won't be the ones doing more tasks, but the ones deciding which tasks matter.” A useful reminder as we plan for the year ahead: doing more isn’t always the answer. Knowing what deserves our attention is just as important. 💡 What would you hand off first? 🤔

Attribution not 100% clear? Welcome to the fun part of growth marketing. 😅 In our year-ahead expert series, Christopher B., Mobile App Growth & Performance Marketing Leader at The Economist, shares a practical reminder for app growth teams. Set up your measurement and reporting across your MMP, App Store Connect and ad platforms. Keep your ICP and audience behavior in focus. Then test new partners and channels with an incrementality method ready. And then, as Christopher puts it: “And let it rip!! Haa” 🚀 A good reminder: you don’t need perfect clarity to test. You do need a plan for learning from it. We’ll keep sharing how mobile growth leaders make those calls. Follow BidMatrix for the next perspective. 🚀