The ubiquity of smartphones and their prominent role in our daily lives has seen a significant uptick in the last decade. As technology has evolved, so has how we interact with each other and the world around us. The first mobile phones revolutionized voice communication on the go. The availability of SMS (Short message service) forever changed how we communicate, allowing us to develop a language and communication culture distinct from anything seen before. The advent of 3G and high-speed mobile networks gave us the internet, apps, and services all at our fingertips. All aspects of our lives have slowly intertwined with this relatively tiny communication device in our hands, and how we approach travel is no different.

 

As travel and tourism rebound from an unprecedented modern pandemic, which took unprecedented measures to keep in check, the opportunity for travel apps to capitalize on effective marketing strategies has never been greater. Advertising on mobile OEMs provides unique advantages, from targeting untapped user segments to leveraging native device integrations. This article explores how mobile OEM advertising can help travel apps soar to new heights.

 

The Growing Demand for Travel Apps in a Mobile-First World

The global travel and tourism industry is poised for substantial growth after several years of downturn. By 2024, revenue in this sector is projected to reach $916 billion, with expectations of hitting $1.1 trillion by 2029. To put that number into perspective, that is larger than Switzerland’s GDP! As more travelers turn to digital solutions for planning and booking, mobile channels dominate, with 75% of travel revenue expected to come from online sales by 2029​. This presents a prime opportunity for travel apps to meet consumers where they spend most of their time: on their smartphones.

In a saturated app market dominated by giants like Booking.com and Airbnb, which held a combined 60.54% of the online booking market in 2021​, new entrants and niche players must adopt innovative strategies to capture market share. Mobile OEM advertising offers travel apps a targeted, effective way to engage potential users.

Why Mobile OEM Advertising?

Mobile OEM advertising involves placing ads directly on devices by companies like Samsung, Huawei, Xiaomi, Vivo, OPPO, and Transsion. This approach circumvents traditional advertising and app stores, providing direct access to audiences through on-device ads, Dynamic Preloads, and alternative app stores like the Galaxy Store and Xiaomi GetApps. This advertising model is impactful because it allows travel apps to reach users natively on their devices in a less crowded, high-visibility environment​​.

The reach of OEM channels is extensive, with AVOW providing access to over 1.5 billion daily active users globally through partnerships with top OEMs​. This reach can be a game-changer for travel apps looking to build brand recognition and drive user acquisition on a large scale.

 

Targeting Precision: Reaching the Right Travelers

Mobile OEMs offer unique targeting capabilities that go beyond traditional advertising platforms. Travel apps can leverage demographic data, device usage patterns, and even specific travel interests to target their ideal users. For example, users who frequently browse travel-related content on their devices or use related apps are prime candidates for travel app promotions via OEM channels.

Additionally, with device-specific targeting, travel apps can appeal to users with relevant features based on their device’s capabilities. For instance, an app offering augmented reality (AR) tours, an industry slated to be worth over US$23 billion in several years, might target devices with high-resolution screens and AR functionalities, delivering ads emphasizing these features​​.

 

Dynamic Preloads: A New Way to “Install” Success

One of the most effective methods for driving installs is through Dynamic Preloads, which allow travel apps to be installed on devices at setup. Unlike traditional installs, Dynamic Preloads ensure that users are introduced and opt-in to installing the app as they set up their phones. This can result in higher engagement rates since users discover these apps as part of their initial experience with a new device, and actively opt-in to downloading and using it.​

Beyond Dynamic Preloads, mobile OEMs offer various ad placements such as pop-up notifications, lock screen ads, and splash screens, making it easy to re-engage users with timely updates. This is especially effective during peak travel seasons or around major travel events like summer vacations or holiday travel​​, particularly around major religious and cultural holidays.

A Budget-Friendly Solution

In an industry where customer acquisition costs (CAC) are soaring, mobile marketers are seeking cost-effective solutions. Mobile OEM advertising provides just that. While the cost-per-install (CPI) on mainstream platforms has seen steady increases, advertising through OEMs can be more affordable due to the reduced competition on these channels​​. With OEMs like Samsung capturing around 34% of the smartphone market in Europe, targeted ads on these platforms can reach millions of potential users without the inflated costs typically associated with traditional mobile ads​.

Increasing Engagement During Peak Travel Times

Seasonal trends play a significant role in the travel industry, not just for travel times but booking times too. For instance, 55% of December 2023’s travel bookings in Germany were for the summer 2024 holidays​. By aligning OEM campaigns with these travel booking spikes, travel apps can maximize engagement by promoting exclusive deals or tailored travel content when users are most likely to book. Additionally, OEM ads can be strategically timed around major travel events, such as major holidays or trade shows in 2025.

Building Brand Loyalty with Retargeting

Mobile OEM advertising platforms also allow for retargeting. For example, travel apps could re-engage users who previously interacted with a travel app or website but did not complete a booking. Custom push notifications could be triggered based on user behaviors, such as browsing flights or accommodation but not finalizing purchases. This approach both increases the chances of conversion and builds brand loyalty by re-engaging users with tailored and relevant content at optimal times​.

Debunking Common Misconceptions

One common misconception about mobile OEM advertising is that it’s solely about preloads. Another common misconception is that OEM advertising can only advertise apps if they are on alternative app stores. In reality, OEM advertising offers diverse ad formats, including native ads, video ads, and interactive placements, which provide an engaging and highly targeted experience for users. These apps can also take advantage of OEM advertising even if their apps are only on the Google Play Store

Additionally, concerns around lack of targeting are unfounded; OEMs have refined their targeting capabilities to rival and even surpass traditional ad networks, making them a powerful tool for brand-specific, contextually relevant campaigns​.

Mobile OEMs: The Ultimate Destination for Travel Apps

In this mobile-first travel market, mobile OEM advertising presents a unique opportunity for travel apps to break through the noise, acquire high-value users, and sustain engagement. Savvy travel brands should seize the opportunity to turn OEM channels into a growth engine for their app’s journey.

It is important to remember that OEM advertising is not just a means to reach users; it’s a strategy to reach the right users at the right time. For travel apps aiming to make a lasting impact, mobile OEM advertising with AVOW may just be the ultimate destination.