OEM Marketing trends 2022

4 trends in Mobile OEM marketing for 2022 that should be on every marketer’s radar

4 trends in Mobile OEM marketing for 2022 that should be on every marketer’s radar

As a team of dedicated mobile OEM marketing experts, it’s our job to stay on top of the latest trends that can be leveraged by our clients to optimize their marketing potential with mobile OEM ad platforms. There have also been significant changes within the industry that will create a ripple effect throughout 2022. In this guide we share 4 trends that every mobile marketer needs to know to get the most out of OEM marketing in 2022. 

1. OEM marketing is the next big thing for User Acquisition managers and app developers in the West in 2022 and beyond

There are many factors that point towards an increase in OEM marketing by developers and UA managers in the West. OEM ad platforms stores such as Xiaomi, Huawei, OPPO and Vivo are garnering attention due to their huge reach and number of devices sold throughout 2021. This year, Xiaomi became the top-selling mobile manufacturer in Europe, taking the number one spot from Samsung. A Strategy Analytics report shows that Xiaomi shipped 12.7 million smartphone units in Europe during the second quarter – giving the company a market share of 25.3% – while Samsung recorded 12 million shipments for a 24% share. These OEMs also benefit from offering more affordable smartphones than Apple.

Moreover, these OEM ad platforms have aggressively pushed into Western marketers – a trend that is expected to continue throughout 2022. This includes some of the most sought-after branding opportunities in the world, such as Vivo’s exclusive deal to become the official smartphone sponsor of the FIFA World Cup 2022. This provides mobile marketers and app developers with ample opportunity to reach new users by launching their apps in alternative app stores. As this presents an alternative to far more expensive marketing channels, OEMs such as Xiaomi, Huawei, OPPO, Vivo and realme will be leveraged by developers in the West to drive growth throughout the year. 

2. OEMs will challenge the duopoly of Google and Facebook in 2022

The duopoly of Google and Facebook is being aggressively challenged by OEMs that offer their own dedicated app stores. The world’s leading OEMs already have a 45% market share, and their threat to the industry’s duopoly will become even stronger as a result of continued innovations that help brands and developers leverage OEM ad platforms. This includes OEMs such as Xiaomi, Huawei, OPPO, realme and Vivo. In addition to their increasing market share, OEMs are developing sophisticated advertising products that enable developers and brands to gain new users. These companies are also GDPR and CPAA-compliant, making them an appealing option to Western marketers.

These OEMs are also able to compete against the duopoly of Google and Facebook due to their low price points for user acquisition, brand-safe advertising options and by offering a fraud-free alternative. As more developers choose to leverage the power of OEM ad platforms, Mobile Measurement Partners (MMPs) such as Appsfyler and Adjust are choosing to integrate leading smartphone OEMs – empowering developers to track incoming users from those platforms. For example, the most recent AppsFlyer Performance Index shows that smartphone OEMs are highly rated for their volume and high quality of their users. 

3. More mobile games developers will harness OEM as a channel than ever before

Until recently, there have been several misconceptions regarding OEMs and monetization for mobile games. For example, it is important for developers to know that OEMs can be used without adopting new billing solutions. There are solutions available for stores such as Samsung, Huawei and Xiaomi that integrate billing solutions so that developers can publish on these stores. Moreover, it is not mandatory to use unique billing solutions for OPPO, Vivo and Xiaomi.

A more complicated myth regarding mobile game monetization is that distributing on alternative app stores will mean that their monetization won’t be recognized by video ad companies like Unity and AppLovin. The truth is that there are no limitations from the app developers side, as long as the alternative app store has no objections to distributing an app with Google Play services installed,

These misconceptions have prevented developers from harnessing the benefits of OEMs. As more developers become knowledgeable and correctly informed about the way monetization works on OEM ad platforms, we expect to see an increase in adoption throughout 2022 from mobile games developers. 

4. The app store market will diversify at the speed of light

The rate at which the market will diversify will be extremely fast. There are already examples of powerful publishers, such as Epic Games, making considerable changes to the market. The company highlighted the dangers of a monopoly by releasing an updated version of Fortnight that side-stepped the App Store and Google Play’s payment options. As these companies went head-to-head, Fortnite was removed from the App Store. This is an example of monopolistic actions that will motivate developers to seek out OEM ad platforms.

We also see this in regions such as South East Asia, where developers benefit from a more balanced ecosystem. When PayTM was temporarily removed from the Google Play store, it caused Indian tech companies to look for alternatives. Prominent entrepreneurs in India have now joined forces to create their own app store. Once the market begins to diversify, the ripple effect will be extremely fast. We expect this to lead to a move towards many more app stores competing for market share in 2022.

If you would like to learn more about OEM marketing and how you can benefit, get in touch with our team of OEM experts.


3 examples of effective mobile advertisements every marketer should know

3 examples of effective mobile advertisements every marketer should know

Mobile advertising is a fast-paced, innovative market that has changed the way businesses reach their target audience with effective mobile advertisements (ads). Marketers and advertisers put more than half (51%) of their budget into mobile ads and mobile devices account for 53% of all paid-search clicks. Moreover, mobile accounts for half of all web traffic worldwide. 

In the first quarter of 2021, mobile devices generated 54.8% of traffic worldwide. This outlines why it’s so important to learn how to target users with mobile ads. One of the smartest ways to learn how to effectively implement mobile advertisements that connect with your target audience is to research successful examples, case studies and best practices.

In this guide, we share three examples of effective mobile advertisements – which utilize a wide range of different platforms and verticals – that can be used to inspire your campaigns.

What makes a mobile advertisement effective?

There are many things to consider when optimizing your mobile advertising strategy. Here are some best practices that will be covered in depth in this guide.

  • How will you utilize interactive elements of mobile advertising formats?
  • How can gamification help you achieve your marketing goals?
  • How can you leverage seasonality to capture users’ attention?
  • How can you create hyper-relevant campaigns with mobile ad formats?

With this in mind, let’s dive deeper into how to get the most out of mobile advertising to reach your marketing goals.

Everything you need to know to start advertising in apps

3 examples of effective mobile advertisements

1. Instagram Story Ads by British Airways

What are instagram Story ads? 

Instagram Stories ads are effective mobile advertisements that are displayed while a user is browsing Stories created by accounts they have followed. This is a smart way to reach new audiences as this option can include rich media and the ability to ‘swipe up for more’.

How did British Airways implement effective mobile ads with Instagram Story ads?

Rich media such as video ads are great for engaging users, but you can also go one step further to engage your audience. One of the most effective ways to increase engagement with your mobile ads is to include interactive elements. This includes polls, quizzes and other types of interactive features available on social media platforms.

British Airways x Instagram CampaignA great example of this is British Airways, who found a way to engage users by giving them a chance to explore London on their device. British Airways is the flag carrier airline of the United Kingdom. The travel company successfully used Instagram Story Ads to give users a unique tour of London. While taking a virtual sightseeing tour around the English capital, users could also switch between night and day by tapping their screen. This utilizes the features available on Instagram to make British Airways’ mobile ad more fun, engaging and memorable.

Best practice: Add interactive elements to your mobile ad to increase engagement

Learn more about how mobile app ads work

2. Spotify Ads by Snickers

What are Spotify ads?

Spotify is a leading music streaming service with over 172 million premium subscribers worldwide. The platform offers audio ads with a maximum length of 30 seconds. These are played between songs for users who do not have a premium, ad-free account. Spotify also has video advertising opportunities known as Sponsored Sessions or Video Takeovers.

How did Snickers implement effective mobile ads with Spotify ads?

Snickers is a chocolate bar created by multinational manufacturer Mars. The brand leveraged Spotify to share effective mobile advertisements targeting users that were listening to music outside of their usual genres. Using the brand’s long-running campaign slogan  “You're Not You When You're Hungry,” Snickers caught users’ attention with hyper-relevant creative and perfect timing thanks to Spotify data.

snicker x spotify CampaignThe campaign highlights the importance of making ads hyper-relevant to users. This is a smart way to capture the attention of your target audience and ensure that your ads make an impact. In this example, the hyper-relevance is the ad placement while a user is skipping songs. However, other information such as geolocation and search history can also be used to deliver hyper-relevant ads in creative ways.

Best practice: Create campaigns that are hyper-relevant to users to capture their attention

6 reasons why in-app ads should be an important part of your marketing mix

3. Snapchat Ads by Lucky Charms

What are Snapchat Ads?

Snapchat Ads are full-screen, vertical mobile ads. They can be up to 10 seconds long and appear while users are browsing through friends’ Stories and recommended content, such as publisher’s stories. The platform also offers geofilters and lenses as ad formats.

snapchat-ad

How did Lucky Charms implement effective mobile advertisements with Snapchat ads?

Lucky Charms is a breakfast cereal brand produced by the General Mills food company. The food brand’s logo and mascot is a leprechaun called Lucky. As a result of the company’s Irish-themed branding, St. Patrick’s Day presents an opportunity to leverage seasonality to share effective mobile ads. In the run-up to the Irish holiday, Lucky Charms partnered with Snapchat to design a unique filter that advertised the brand’s magical unicorn cereal.

This filter is another example of interactive and effective mobile advertisements, which in this case could also be gamified. The existing selfie lens experience was gamified by turning the dual face lens into a co-player augmented reality gaming experience.

Lucky Charm x Snapchat campaign

The campaign achieved more than 12 million Snapchat users that decided to try the Lucky Charms filter. This gave the company a sales lift of 3.4%. More than half of those users were new or lapsed customers. According to the campaign’s ShortyAwards listing, “The Lens and Filter drove strong engagement amongst the target as 6% of users shared the Gamified Selfie Lens – 3 times the share rate benchmark of 2%.” The entry also shows that “Additionally, 1 in every 3 Snapchatters who shared the Lens or Filter saved it to their memories, providing an evergreen effect in the Snapchatter's camera roll for Lucky Charms.“

Best practice: When possible, use seasonality to leverage the relevance of your interactive mobile advertisements

Another way to deliver engaging ads is through video ads. This is a format that can increase engagement due to the inclusion of rich media. You can learn everything you need to know about Leveraging user video ads on alternative app stores with our guide.

If you found these examples of effective mobile advertisements useful, you may also be interested in learning how to start advertising in mobile apps.


Cryptocurrencies blog 2

Why you should leverage alternative app stores to advertise your cryptocurrency trading app

Why you should leverage alternative app stores to advertise your cryptocurrency trading app

The number of Blockchain.com wallets reached over 70 million users at the end of March 2021, showing an increase of  28.27 million wallets over the last year. Cryptocurrency apps have seen a meteoric rise in popularity, making it more important than ever to successfully target audiences and drive installs at a cost effective price. In this article, we cover how alternative app stores can be leveraged by cryptocurrency apps by tapping new audiences in a fraud-free ecosystem.

Restrictions on cryptocurrency trading apps by Google, Facebook and Apple

Compared to other fintech apps, Forex and cryptocurrency apps must adhere to many restrictions imposed by leading app stores and companies.

  • Google (Android): At the beginning of 2021, Google released a Developer Program Policy for Android that states “We don't allow apps that mine cryptocurrency on devices. We permit apps that remotely manage the mining of cryptocurrency.” 
  • Apple: Among other restrictions, the App Store Review Guidelines state that for Cryptocurrency mining “Apps may not mine for cryptocurrencies unless the processing is performed off device.” For example, this includes cloud-based mining. The guidelines also explain that “Apps may facilitate transactions or transmissions of cryptocurrency on an approved exchange, provided they are offered by the exchange itself.” Your app also cannot offer currency for completing tasks such as downloading partnered apps or posting on social networks.
  • Facebook: The social media giant’s Business Help Center explains that there are requirements for eligibility to advertise cryptocurrency services on the platform. Hardware/software for cryptocurrency mining and cryptocurrency trading platforms are allowed with permission, while token sales are not permitted. Facebook’s guidelines state that “Ads may not promote cryptocurrency trading or related products and services without prior written permission.

With such restrictions in place, many crypto companies do not have access to the largest mobile inventory in the world. If your company cannot meet these requirements, you are only left with mobile Demand Side Platforms (DSPs) and affiliate marketing to advertise your app. However, these solutions present new issues. While DSPs are designed to automate the buying process, they are not immune to advertising fraud and not all publishers are testing their DSPs to identify fraud when it occurs. Affiliate marketing is also a popular marketing method, but it still offers limited reach and targeting capabilities in comparison to alternative app stores.

The advantages of OEM advertising solutions

OEMs, also known as alternative app stores, can help you reach untapped audiences with a safe alternative to the overcrowded GAFA app stores. Companies such as Xiaomi, Huawei, Vivo and Oppo distribute apps directly to customers using their own independent stores. OEM and alternative app stores allow advertising of financial products that have certain certifications, allowing them to access an otherwise untapped inventory. OEM advertising provides sophisticated solutions for mobile financial products due to:

  • Specific targeting capabilities: OEMs are known for low CPIs and high engagement rates, but they also enable you to unlock incremental user growth. This is in addition to the targeting capabilities marketers expect from traditional app stores.
  • User level data: OEMs offer access to user level data while remaining GDPR compliant.
  • Worldwide Inventory: OEM inventory includes users from all over the globe, allowing you to target lookalike audiences in new regions and scale your business.
  • Ability to work on different campaign models: OEMs allow you to work on several campaign models, such as CPI (Cost per Install), CPR (Cost per Revenue) and CPA (Cost per Action) . Importantly, this enables trading apps to leverage CPR campaigns.
  • Safety due to non-fraudulent inventory: OEMs offer a fully fraud-free user-acquisition ecosystem because there are no additional layers between the budget holder and the OEM. Moreover, reach advertising placement is fully controlled by the OEM.

How AVOW can help

You can leverage the benefits of alternative app stores with AVOW, which has partnered with OEMs across the globe and covers 42% of the global Android market. We help clients get listed on alternative app stores with a consultative approach and provide assistance through the entire campaign cycle. This enables you to increase your reach and benefit from new revenue streams. You can also benefit from AVOW Performance Optimizer (APO), an in-house solution which optimizes all OEM on-device inventory in real time. APO optimizes the best inventory towards KPI goals and engagement levels, pushing performance campaigns to increase ROAS. To learn more, read what AVOW clients have to say about using alternative app stores’ inventory.

 

>>Get in touch with us now !<<


Everything you need to know about alternative app stores for Android

Everything you need to know about alternative app stores for Android

Everything you need to know about alternative app stores for Android

When it comes to mobile advertising, many marketers tend to gravitate to the two largest markets, the Apple App Store and the Google Play Store. However, alternative app stores for android are growing larger and larger with each passing day. As of 2019, according to the consultancy IDC, Xiaomi, Huawei, Vivo and Oppo made up 40.1% of global handset shipments in the fourth quarter, making them extremely viable alternative app stores for Android, full of untapped markets. These alternative app stores go hand-in-hand with OEMs (original equipment manufacturers such as Xioami). 

In the mobile industry, OEMs refer to companies who manufacture phones which also have their own apps and app stores - manufacturing both the hardware and software of the device. For example, Samsung – which shipped 80.4 million smartphones in the third quarter of 2020 – is a popular Android OEM. Marketers can use these alternative app stores for android to reach untapped audiences for user acquisition campaigns and app growth.

Getting set up with multiple alternative app stores can be a complex process in comparison to only use the App Store and Google Play Store, but the advantages really  outweigh the work put in. Marketers can benefit from better exposure and higher user acquisition at a lower CPI (cost-per-install). Moreover, OEMs are free from fraud because there are no additional barriers between the budget holder and the OEM itself – more on this later.

What kind of app stores are out there?

Xiaomi GetApps

Xiamoni was founded in 2010, and sells hardware and software worldwide. The company is expanding to become a global brand and became the youngest company on Forbes’ Fortune Global 500 list in 2020, with over 500 million Xiaomi smartphone users in 220 regions. 

As one of the top five mobile brands in over 40 markets, the Xiaomi marketing platform offers an alternative app store for Android (Google Play) and Apple’s App Store. For example, Xiaomi’s India market has increased by over 120 million within a year and reached 280 million targeted users with user acquisition ads. Users can be targeted by gender, age, region, time zone, language, and device type. The platform also offers ad frequency control.

OPPO App Market

Consumer electronics company OPPO operates in over 40 countries and sells products in 320,000 retail outlets, shipping 115.1 million units in 2019. OPPO’s Color OS has more than 300 million MAUs (Monthly Active Users) and the company’s App Store offers more than 1.2 billion MAUs. The platform offers several ad formats to create strong impressions, such as splash screen ads, icon ads, banner ads, and push ads. With sub-brands like Realme and OnePlus Oppo covers the entire spectrum from low to high-end devices, making it an attractive alternative app store for Android.

Huawei AppGallery

With a 14.7% share of the market, Huawei ranks as the third-largest smartphone manufacturer, which means that by pre-installing their App Gallery on their devices, their app store is a strong source of untapped app users. Additionally, the Huawei AppGallery serves over 500 million mobile users worldwide and 350 million users actively search for their favorite apps on the platform each month. This contributes to up to 750 million daily downloads.

Galaxy Store

Formerly known as Samsung Apps and Galaxy Apps, the Galaxy App Store is the default app store for Samsung devices. This is pre-installed on Samsung smartphones and Samsung Gear. The app store is available in 125 countries and includes apps for Android, Windows Mobile, Bada, and Tizen. The Galaxy App Store makes personalized recommendations based on user preferences, seasonality, and events. Users can use the ‘My Galaxy’ tab in the Store to customize their device and get exclusive in-app purchases for popular games.

Vivo App Store

The Vivo App Store from China has over 74 million MAUs worldwide with a focus on markets such as India (with the second largest market share, Indonesia (with the fourth largest market share), and Southeast Asian countries. Vivo app store ad formats include push ads, banner ads, splash ads, and floating icon ads.

What are the key advantages of alternative app stores for Android?

Developing apps for multiple different app store formats can be a difficult task to undertake initially, but the benefits make it more than worth the effort. Building apps for these different app stores provides access to millions more users.

  • You can achieve your growth goals: OEMs enable marketers to grow on a global scale by reaching new audiences and accessing new markets
  • You can reach your acquisition targets: On OEMs you pay lower cost-per-install for higher levels of user-acquisition 
  • You’re in a fraud-proof ecosystem: Marketers gain access to a fully fraud-free user-acquisition ecosystem. This is because there are no additional layers between the budget holder and the OEM itself: reach advertising placement is fully controlled by the OEM.
  • Build trust with your audience: Users who are brand-loyal to the OEM will view your ads as more trustworthy.

Where are these alternative app stores for Android to be found?

AVOW has partnered with OEMs from around the world to help clients get the most out of their advertising spend. These partnerships with several OEMs can expand mobile marketers’ reach and unlock new revenue streams. Moreover, these audiences cannot be accessed via social, search or SDK networks. This is what makes access to these audiences so exclusive. We also help clients with a consultative approach, guiding them through the entire campaign cycle. This includes everything from how to get listed on each OEM app store, to distributing and tracking campaign performance. 

Clients can also benefit from AVOW Performance Optimizer (APO), which optimizes OEM on-device inventory in real time. This is an in-house solution that optimizes inventory towards your KPI goals and engagement levels. This consequently improves campaign performance and boosts ROAS (Return on Ad Spend). All OEM on-device inventory is verified by the leading mobile measurement companies in the industry (MMPs), offering a process that uses automation to our clients’ advantage.

With exclusive access to these untapped markets, no fraud, and verification from mobile measurement providers (MMPs) working with an alternative app store for Android is the key to broadening your user base.

>>Get in touch with us now and see how you can use OEMs and alternative app stores for Android to widen your user base!<<


Pre install ads

Everything you need to know about display ads and preinstall deals with alternative app stores

Everything you need to know about display ads and preinstall deals with alternative app stores

OEM (original equipment manufacturer) apps offer a smart way to reach untapped audiences and get ahead of your competitors. In her feature for MMA, Lead Analyst and Founder of MobileGroove, Peggy Anne Salz, explained that OEMs offer “a wealth of opportunity for marketers who tap the vast distribution opportunities offered by alternative app stores.” However, there are several ways to run campaigns with OEMs and it’s important to know what makes them unique. For example, marketers should learn the difference between display ads and preinstall deals. In this guide, we define each term and share what makes them value methods for mobile marketers.

Display ads vs. preinstall deals: What’s the difference?

What are display ads?

Display advertising is a user acquisition method that uses ad inventory on the display of a user’s device. These ads use text, image and video creative that is displayed on a screen to drive conversions. Display ads are typically charged by Cost per Click (CPC) or Cost per Mille (CPM). When working with OEMs, there are several ad formats for display ads that you need to know.

  • Banner ads: This ad format displays your ad across a banner on the user’s screen. For example, banner ads can be shown on Oppo App Market’s homepage, displayed based on targeted labels.
  • Splash ads: These are full-screen ads based on targeted labels. Because they take up the whole screen, splash ads can deliver high engagement. These are high impact ads that – due to their full screen placement – are best used sparingly for special events rather than on a day-to-day basis.
  • Native ads: Native advertising matches the media format in which they appear. For example, these are app icons that advertise your app, which can appear in recommendations, search and a user’s news feed . Moreover, OEMs craft custom placements for native ads within their device ecosystem, making them an unobtrusive and user friendly format.
  • Intent-based advertising: This is an ad format that displays your ad as a result of the user’s searches in the app store. This format increases install rates by making recommendations based on user behavior. For example, you can place ads on Huawei AppGallery’s search function with up to 200 keywords for a single task. With Huawei App Gallery, you can configure different bidding prices depending on the keyword. The Quick Search function can also display recommended apps when a user enters a relevant keyword before tapping the search button.

What are preinstall deals?

Preinstalled and preloaded apps are another marketing option when working with OEMs. This enables apps to be preinstalled on brand new devices (Out The Box) or during phone system updates (Over the Air) without any action taken by the user. Advertisers can have their app prominently displayed on a device during the installation period. This can be helpful when scaling up your user base. Preinstall deals can also generate rapid and sustainable growth, giving you a larger portion of the market share.

To learn more about the different ad formats available with OEMs, read our complete guide here.

Why should mobile marketers work with alternative app stores?

It is more difficult than ever before to drive conversions on the App Store and Google Play Store. OEMs offer access to untapped markets at a better price. It can be challenging to maneuver through the various specifications for each alternative app store, but this initial work is worth the long-term benefits. Here are the most important benefits marketers gain when they choose to work with OEMs:

  • Reach your growth goals: OEMs can help marketers grow on a global scale by reaching new audiences and accessing new markets 
  • Achieve your user acquisition targets: OEMs offer higher user-acquisition at a lower CPI (cost-per-install)
  • Enter a fraud-proof ecosystem: OEMs offer a fully fraud-free advertising environment because there are no additional layers between the budget holder and the OEM. Moreover, reach advertising placement is fully controlled by the OEM.
  • Build trust with your audience: Brand-loyal users will view ads as more trustworthy by association with the OEM

How can I start working with OEMs?

AVOW has partnered with several OEMs from around the world to help clients get the most out of their advertising spend. These partnerships can expand mobile marketers’ reach and unlock new revenue streams. Moreover, these audiences cannot be accessed via social, search or SDK networks. We also help clients with a consultative approach, guiding them through the entire campaign cycle. This includes everything from how to get listed on each OEM app store to distributing and tracking campaign performance. 

Clients can also benefit from AVOW Performance Optimizer (APO), which optimizes OEM on-device inventory in real time. This is an in-house solution that optimizes inventory towards your KPI goals and engagement levels. This consequently improves campaign performance and boosts ROAS. All OEM on-device inventory is verified by the leading mobile measurement companies in the industry (MMPs), offering a process that uses automation to our clients’ advantage.

 For more insights into how Avow can help you leverage untapped audiences, read our introduction to OEMs.

 

>>> Contact us to learn more and start your campaign today! <<<


Looking beyond ad formats: combining appographic targeting and OEMs

Looking beyond ad formats: combining appographic targeting and OEMs

In any advertising campaign, identifying the right audience to target is crucial. Marketing mobile gaming apps requires a highly personalized approach, as the gaming vertical involves a much more emotional and engaging experience than other categories such as utility apps. More so than other apps, they rely on recommendations from other players. But app developers have little control over actual word-of-mouth recommendations. So how can marketers enhance their targeting beyond traditional demographics such as demographic profile, device or operating system?

Additionally, the app ecosystem has become a crowded and highly competitive space over the last decade and a half. Over 218 billion apps were downloaded in 2020, according to App Annie. And while usage is still largely concentrated on Apple and Google’s app stores, in swiftly-developing areas like South East Asia, this is changing. More affordable devices with their own app stores (OEMs - original equipment manufacturers) such as Chinese giants Huawei, Xiaomi and Vivo are fast gaining traction.

Advertising formats (ad formats) have evolved over time, ranging from the early days of banner ads to interstitials and native ad formats. These all remain effective formats, but particularly for gaming, deepening the level of targeting provides a much more cost-effective approach by targeting users based on their unique app interests - using appographic targeting with Xiaomi or look-alike audiences (similar to Facebook) with others.

In this guide, we’ll explain how appographic marketing and access to OEMs can help fuel your mobile app marketing strategy to reach new, and engaged, customers.

Appographic marketing

App users are an extremely diverse group of people. Consider the example of a young male, age 20-24, with a Xiaomi device. Demographic profiling might recommend adventure games, role-playing games (RPGs) or sports games. In reality, however, not all 20-24 year-old men are the same. How much better would it be if you also knew this user was much more into casual games, or fashion-related games, something more often attributed to female players?

Knowing this information would allow you to promote your fashion game app to the users who are most likely to install it and, most importantly, remain engaged and loyal.

How does it work?

In order to take advantage of appographic targeting, you need access to broad datasets and analytical capabilities to make sense of this data.  It’s a simple, two-step process.

  1. You need to break down your gaming app into various design, interactive and functional elements. For example, suppose your RPG game combines a multiplayer format with medieval-themed design and content, and includes puzzles. These are all elements which can then be used to identify your app.
  2. The second step involves targeting based on these elements using appographic targeting. By knowing what apps users have on their phones, AVOW is able to track user interests based on the apps they use, how often they engage with them, what ads they click on, and more. Using the example above, users who have a lot of puzzle games and multiplayer games could be more effectively targeted.Thus the data is used to push apps specifically to these users through both other apps and, in the case of OEMs, directly to the users’ devices. Depending on your intention, adverts can be targeted more broadly (in the case of driving brand recognition) or more narrowly (to acquire more high-value users).

Enhancing your reach with OEMs

OEMs (original equipment manufacturers), combined with appographic targeting, provide app marketers with a powerful strategy to reach untapped audiences. So-called alternative app stores such as the Oppo App Market and Xiaomi’s GetApps can be leveraged to achieve better exposure and higher user acquisition at a lower CPI (cost-per-install). These app stores provide you access to a significant proportion of the worldwide market. Xiaomi has over 500m users, Oppo operates in over 40 countries worldwide, offering enticing new audiences to app marketers.

Using AVOW’s global partnerships with key OEMs gives clients access to these large markets with benefits such as complete fraud protection and brand safety, as ad placement is controlled by the OEMs and thus there is no middle-man between the budget holder and the OEM itself. The brand’s value is safe as the placement of ads is known and secure.

AVOW can help you through consulting services on how to get listed on alternative app stores, how to optimize for best results, and how to track performance. These alternative app stores offer their own ad formats and are able to target users directly on their device, giving marketers a diverse range of options to meet previously inaccessible users (read more here).

How does it all come together?

Reaching your ideal users relies on a number of different marketing techniques. Diverse user interests and the increasing complexity of the app ecosystem are just two of the challenges out there. However, using appographic targeting and look-alike audiences and connecting with OEMs offer two lucrative paths to meet these challenges.

>>> Contact us to learn more and start your campaign today! <<<


Programmatic media buying vs. OEMs: Key differences and how you can benefit

Programmatic Media Buying Vs. OEMs: How to Benefit

Programmatic media buying has become an everyday component of a marketer’s operations: Programmatic ad spending was worth 127 billion last year, with a forecast of 147 billion for 2021. Moreover, 75% of senior marketers allocate a portion of their video spend to programmatic buying. While there are clear advantages to this advertising method, it is equally important to assess where programmatic falls short – and identify whether there is a better option. This guide defines programmatic media buying and OEMs to outline what makes them unique and how you can benefit.

What is programmatic media buying?

Programmatic media buying is an automated process where advertising (ads) space is bought and sold based on bids and set parameters. The process uses data and algorithms to serve targeted adverts. Prior to this process, advertisement space was sold manually and consumed more of the marketer’s time and attention. This involved multiple requests for proposals, constant communication, and manual orders. Moreover, ads were purchased in bulk and the advertiser did not have much control over ad placement. In this way, programmatic media optimizes a marketer’s workflow and offers clear benefits to advertisers.

Programmatic media buying: How it works

There are three types of programmatic media buying. Real-Time Bidding (RTB) or ‘open auction’ is when inventory prices are defined via a real-time auction. This cost-effective type of bidding is open to any advertiser or publisher. It is used to buy media with large audiences. There are also Private Marketplaces (PMP), which are restricted auctions that are invite-only, meaning only invited advertisers have access. Lastly, publishers can bypass auctions altogether and sell inventory at a fixed cost per mille (CPM) to advertisers. This is called Programmatic Direct.

Programmatic media buying is seen as a smart way to bid on ad inventory because it cuts out the middleman – streamlining the ad buying process. It also serves ads that are more relevant (compared to traditional media buying) and advertisers gain access to more publishers.

Does programmatic media buying deliver on its reputation?

Despite the benefits, there are still significant problems with programmatic media buying when it comes to ad fraud and transparency. Ad fraud is a legitimate, widespread concern for advertisers and programmatic media buying does not present advertisers with the necessary transparency to know they are getting what they paid for. This is where working with OEMs presents a unique solution for advertisers: OEMs are the best and only way to enter a fraud-free environment where you work directly with the publisher at scale.

What is an OEM?

An OEM (original equipment manufacturer) refers to companies who make their own phones and have their own OEM apps. For example, Samsung, which sold 55.76 million smartphones in the Q2 of 2020, has its own OEM app store and the company’s native apps. This presents a smart way to advertise to untapped audiences at a great price. While there are 1,153 new apps released every day on the App Store and 3,119 new apps each day on the Google Play Store, OEM app stores present alternatives to those apps that marketers can use to achieve their targets and increase ROAS.

The likes of Xiaomi, Huawei, Vivo, and Oppo are distributing apps to customers directly through their own app stores and via their directly controlled ad spaces. With considerable benefits, OEMs offer a safe alternative to the Apple app store and Google Play Store and programmatic media buying.

What are the essential advantages OEMs offer?

There are four key advantages to advertising through OEMs. Firstly, these companies enable mobile marketers to scale their business by reaching untapped audiences and new marketers – making it easier and faster to achieve your growth goals. Secondly, OEMs offer high user-acquisition at a lower CPI. This helps you reach your acquisition targets and improve ROAS. Thirdly, advertisers can build trust with an audience by association with OEMs to which users are already brand-loyal. Finally – and most importantly when making the distinction between OEMs and programmatic media buying – OEMs offer a fraud-proof ecosystem. This is because there are no additional layers between the budget holder and the OEM which could manipulate the ad unit. Reach advertising is fully controlled by the OEM. OEMs understand that advertising spend is only maximized if also post impression, click and install metrics are taken into consideration when it comes to the design of the ad unit itself.

Programmatic media buying has helped advertisers leverage automation to their advantage, but there are still significant shortcomings to this process. Working with OEMs offers an alternative that is fraud-free and more transparent – while simultaneously providing access to large untapped audiences at a low CPI.

How to work with OEMs: a fraud-free environment

As experts in OEM mobile inventory, AVOW is partnered with OEMs around the world. It is our mission to help clients benefit from OEMs’ fraud-free environment and target untapped audiences with a consultative approach that helps you through the entire campaign cycle. This includes getting apps listed in OEM app stores, sorting out potential attribution issues, and tracking and optimizing performance. Our partnerships with OEMs – which covers 42% of the global Android market – enables mobile marketers to significantly expand their reach and benefit from new revenue streams. Moreover, these huge audiences are only available through OEMs because they are inaccessible via social, search or SDK networks.

We also offer an optimization tool, AVOW Performance Optimizer (APO), which optimizes OEM on-device inventory in real-time. This is an in-house solution that optimizes the best inventory towards KPI goals and engagement levels. This allows you to fully optimize your performance campaigns and increase ROAS. AVOW clients gain a fast, diligent and automated process with inventory that is verified by the leading mobile measurement companies in the industry (MMPs).

For more insights into how AVOW can help you leverage untapped audiences, read our introduction to OEMs.


Alternative App Stores -

An introduction to alternative App Stores: 5 OEMs every marketer needs to know

An introduction to alternative App Stores: 5 OEMs every marketer needs to know

Over 204 billion apps were downloaded worldwide in 2019 and the number of mobile app downloads is expected to surpass 285 billion by 2022. With more competition in the App Store and Google Play Store than ever before, it is important to identify alternative ways to target your audience at the right price. Alternative App Stores created by OEMs (original equipment manufacturer) offer marketers opportunities to push towards their goals by targeting untapped audiences. In this guide, we outline how you can gain an edge over your competitors with alternative app stores and five app stores every marketer should know.

 

Alternative app stores 101: What are OEMs?

In the mobile industry, OEMs refer to companies who manufacture phones which also have their own apps and app stores. For example, Samsung – which shipped 80.4 million smartphones in the third quarter of 2020 – is a popular Android OEM. Marketers can use these alternative app stores to reach untapped audiences for user acquisition campaigns and app growth.

Getting set up with multiple alternative app stores can be a complex process in comparison to only use the App Store and Google Play Store, but the advantages vastly outweigh the initial work. OEMs can be used to achieve your growth goals as a result of reaching new marketers. You can also benefit from better exposure and higher user acquisition at a lower CPI (cost-per-install). Moreover, OEMs are free from fraud because there are no barriers between the budget holder and the OEM itself – ad placement is controlled by the OEM so you are protected from fraud. If users are loyal to a particular OEM, this can also benefit your ads by association with a trustworthy brand.

 

5 alternative app stores every marketer needs to know

There are several alternative app stores marketers can use to boost user acquisition and increase engagement. Here are four industry-leading alternative app stores with large untapped audiences you should know.

 

Huawei AppGallery

Huawei ranks as the third-largest smartphone manufacturer with a share of 14.7% of the market. Moreover, the Huawei AppGallery serves over 500 million mobile users worldwide and 350 million users actively search for their favorite apps on the platform each month. This contributes to up to 750 million daily downloads.

 

Xiaomi GetApps

Founded in 2010, Xiaomi sells hardware and software worldwide. The company is expanding to become a global brand and became the youngest company on Forbes’ Fortune Global 500 list in 2020. There are over 500 million Xiaomi smartphone users in 220 regions. A case study shows that the American classical music app, Opera News, used the Xiaomi marketing platform to achieve more than a million activations per month in 2019.

As one of the top five mobile brands in over 40 markets, the Xiaomi marketing platform offers an alternative to Google Play and Apple’s App Store. For example, Xiaomi’s India market has increased by over 120 million within a year and reached 280 million targeted users with user acquisition ads. Users can be targeted by gender, age, region, time zone, language, and device type. The platform also offers ad frequency control.

 

OPPO App Market

Consumer electronics company OPPO operates in over 40 countries and sells products in 320,000 retail outlets, shipping 115.1 million units in 2019. OPPO’s Color OS has more than 300 million MAUs (Monthly Active Users) and the company’s App Store offers more than 1.2 billion MAUs. The platform offers several ad formats to create strong impressions, such as splash screen ads, icon ads, banner ads, and push ads. With sub-brands like Realme and OnePlus Oppo covers the entire spectrum from low to high-end devices

 

Galaxy Store

Formerly known as Samsung Apps and Galaxy Apps, the Galaxy App Store is the default app store for Samsung devices. This is pre-installed on Samsung smartphones and Samsung Gear. The app store is available in 125 countries and includes apps for Android, Windows Mobile, Bada, and Tizen. The Galaxy App Store makes personalized recommendations based on user preferences, seasonality, and events. Users can use the ‘My Galaxy’ tab in the Store to customize their device and get exclusive in-app purchases for popular games.

 

Vivo App Store

The Vivo App Store has over 74 million MAUs worldwide with a focus on markets such as India (with the second largest market share, Indonesia (with the fourth largest market share), and Southeast Asian countries. Vivo app store ad formats include push ads, banner ads, splash ads, and floating icon ads.

 

How AVOW can help you leverage OEMs’ untapped audiences

Avow’s strong partnerships with OEMs

AVOW has partnered with OEMs worldwide to help clients benefit from alternative app stores. We are a dedicated team of experts in OEM mobile inventory who can guide you through the process of working with OEMs. For example, we announced our key partnership with Xiaomi Mi Ads in December 2020. We offer a consultative approach with the entire campaign cycle, including:

  •  how to get listed on alternative app stores
  •  how to optimize for best results
  •  how to track performance.

This enables marketers to benefit from new revenue streams as a result of Avow’s partnerships. Moreover, clients can reach untapped audiences who cannot be accessed via social, search or SDK networks.

 

Avow’s Performance Optimizer

Another way Avow can help you stay ahead of the curve with OEMs is with our performance optimizer. This in-house solution optimizes inventory in real-time according to your KPI targets and current engagement levels. Avow’s Performance Optimizer ensures you are pushing the limits of what your performance campaign can achieve with optimal ROAS.

For more insights into how Avow can help you stay ahead of the curve, read our introduction to OEMs.

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