The AVOW Retreat in Berlin: A Week to Remember
Berlin recently became a hub of inspiration and collaboration for the more than 50 strong members of our team. Hailing from every corner of the world, our close-knit community converged in the heart of Germany for a week-long retreat filled with learning, bonding, and embracing the rich tapestry of the city’s offerings. Here's a sneak peek into our memorable week.
No trip to Berlin is complete without immersing oneself in its rich history and vibrant culture. Our Berlin tour was a blend of history, art, and of course, food! Strolling past iconic landmarks, we savoured traditional German delicacies and quenched our thirst with the finest beers the city had to offer. The tour was not just a feast for our taste buds but also for our souls as we resonated with Berlin’s indomitable spirit and its tales of resilience.
While technology has made communication between global teams easier than ever, nothing beats the sheer energy and spontaneity of face-to-face interactions. The AVOW retreat gave our team from various continents a chance to meet, mingle, and understand each other beyond the screen. Our days were packed with invigorating workshops, where we dived deep into various aspects of our work, brainstormed new ideas, and polished our skills. The workshops served as a fertile ground for nurturing innovation, understanding the latest industry trends, and fostering team spirit. It was a testament to the fact that learning could be both fun and impactful when done in the right environment. The convergence of diverse cultures, experiences, and perspectives certainly added an extra layer of vibrancy to our retreat.
While the days were committed to honing our professional skills, evenings were reserved for some delightful post-work events. These informal gatherings gave everyone a chance to relax, share personal stories, and form deeper connections. Whether it was a quiet evening sharing some food and drink, or a lively night out in Berlin, every moment was filled with laughter and camaraderie. No retreat is complete without a grand celebration, and at AVOW, we sure know how to party! The summer bash at the end of the week was nothing short of spectacular. With music, delightful cocktails, freshly barbecued food and a contagious spirit of festivity, the summer party became the talk of the town and the highlight of our retreat. And let us not forget all the wonderful costumes and creativity on display for our party game.
The week in Berlin was not just a retreat – it was a testament to the ethos of AVOW. A perfect blend of work and play, the retreat recharged our batteries, rejuvenated our spirits, and strengthened our bonds. As we bid goodbye to our friends and colleagues, we carry with us cherished memories, a renewed sense of purpose, and a promise to see each other again.
Until next time, Auf Wiedersehen!
How will the Digital Markets Act impact Mobile OEMs, their owned app stores, launcher and native app inventory?
The European Commission Takes Bold Steps with The Digital Markets Act
In a landmark move, the European Commission has designated six major companies - Alphabet (Google), Amazon, Apple, ByteDance (TikTok), Meta (Facebook), and Microsoft - as 'gatekeepers' under the Digital Markets Act (DMA). This is an unprecedented initiative to regulate and level the digital playing field in the European Union (EU).
Why is this significant for the digital ecosystem?
Gatekeepers are platforms that function as crucial intermediaries between businesses and consumers. Such a designation is consequential, as these gatekeepers are now required to fully comply with the DMA obligations. It's an effort to ensure that larger platforms don't impose unfair conditions on businesses and users, promoting a more transparent and competitive digital landscape.
The Implications for Mobile OEMs and Alternative App Stores
This move is a potential game-changer, particularly for mobile Original Equipment Manufacturers (OEMs) and alternative app stores. The DMA’s emphasis on "interoperability, sideloading, real-time data portability, and fairness" can break down monopolistic walls. For mobile OEMs, it can potentially lead to greater customization and more choices in pre-installed apps. Alternative app stores, which often struggle to compete against dominant players, may find a more level playing field as they can now stand side-by-side with more traditional app stores, without the restrictions previously imposed by these gatekeepers.
App developers could also benefit significantly. The DMA can facilitate better terms of service, reducing the 'gatekeeping' fees and potentially leading to increased revenues. Moreover, with interoperability and data portability, developers can design more versatile apps, reducing platform dependency.
Mobile marketers, who rely on data and platform tools, might also find a more open system beneficial. With increased data portability and interoperability, marketing strategies can become more dynamic and less restricted to platform-specific tools.
The Road Ahead
After their designation, these six gatekeepers have six months to align with the DMA's directives. They must adhere to a list of do's and don'ts, emphasizing better choices and freedoms for their users. These companies are also obligated to submit detailed compliance reports outlining their adherence strategies.
The stakes are high: non-compliance can lead to hefty fines, up to 10% of a company's global turnover, which can escalate to 20% for repeat offenses. In severe cases, the Commission could even compel a gatekeeper to divest parts of its business or prohibit further acquisitions, similar to that of antitrust laws.
Further Investigations and Market Dynamics
While the six companies have been designated as gatekeepers for certain core platform services, some are under further scrutiny. For instance, the Commission is examining whether services like Microsoft's Bing, Edge, and Apple's iMessage indeed qualify as gateways. Apple's iPadOS is also under the lens for potential gatekeeper designation.
Meanwhile, services like Gmail, Outlook.com, and Samsung Internet Browser, despite initially qualifying as gatekeepers, were exempted after successful arguments by their parent companies.
A Holistic Vision for an Open Digital Ecosystem
The DMA, which has been in force since November 2022 and applied since May 2023, seeks fair and competitive markets in the digital realm. Its focus on preventing the rise of monopolistic gatekeepers ensures that businesses, both big and small, can thrive in an open digital ecosystem. The core platform services under the DMA's ambit range from app stores, search engines, and social networks to cloud services, operating systems, and advertising services.
Companies are presumed gatekeepers if they meet certain quantitative criteria, such as achieving a particular annual turnover in the European Economic Area, offering services in multiple EU Member States, and having a broad user base.
In essence, the DMA's mission, as highlighted by Commissioner Thierry Breton, is to offer "more choice for consumers, fewer obstacles for smaller competitors." It's a bold vision of a more equitable digital landscape, where innovation isn't stifled by the dominance of a few.
In Conclusion
The European Commission's decision heralds a new era for the digital landscape in the EU. As Commissioner Didier Reynders remarked, the DMA is set to foster "more contestability and openness in markets." For mobile OEMs, alternative app stores, app developers, and mobile marketers, the coming months will be transformative, presenting new challenges but also unlocking unprecedented opportunities.
For a primer on the DMA and more specifics on its inception, do read our previous article on the topic here
AVOW Announces a New Chapter as OPPO's Strategic Core Partner in the Philippines
We are delighted to unveil the next step in our progressive journey with OPPO – we have been named OPPO's Strategic Core Partner in the Philippines! Having recently been named the OPPO Strategic Core Partner in Vietnam, this is a testament to our steadfast partnership and mutual growth. This new collaboration marks a significant stride in our combined efforts to redefine the mobile advertising landscape.
In a recent event marking this partnership, AVOW and OPPO organized an exclusive gathering with big brands and app developers in the Philippines. Colin Wei, Head of Global Ads Business Development for OPPO, realme, and Oneplus, shared his thoughts on this partnership, remarking
"Our alliance with AVOW is not just a partnership; it's a symbiotic relationship. As we expand our horizons, AVOW remains our trusted partner, bridging new geographies and opportunities. The Philippines market is ripe with potential, and together, we aim to forge ahead into the future of mobile advertising."
AVOW CEO Robert Wildner resonated with the excitement and potential of this collaboration.
"Being named OPPO’s Strategic Core Partner in the Philippines is more than an honor. It's a commitment – a commitment to harnessing the thriving mobile landscape in the region. At AVOW, we always aim to bring the best to our clients, and with OPPO by our side, we envision an era of uncharted possibilities and breakthroughs."
Looking back, our bond with OPPO took its first significant leap in April 2021, creating unparalleled avenues for advertisers to connect with diverse global audiences through our key partnership. The subsequent year saw AVOW being crowned as the OPPO Ads Strategic Agency 2022, a declaration of our unparalleled synergy and commitment to excellence in the European region.
As we step into 2023, our horizon expands from Vietnam to the dynamic Philippines. Some of the biggest names like Kumu, Palawan Pay, Union Bank, Maya, Bingo Plus, Angkas and Gcash trust and have found success with AVOW. The Filipino market, known for its digital savviness and growth potential, beckons, and with OPPO's platform, we aim to create unmatched mobile advertising experiences with the largest mobile OEM in the country.
If you're an app developer or marketer looking to capture the vibrant Filipino market, the moment is now! With AVOW's partnership with OPPO and other industry-leading mobile OEMs, you're empowered to tap into an expansive advertising inventory. Contact us and let's chart your success story in the Philippines!
AVOW Intelligence & The Mobile OEM Advertising Revolution: A Perspective from AVOW CEO Robert Wildner
There's a profound simplicity to the most transformative innovations. In essence, what they all seem to achieve is an understanding of the core challenges facing them, while also eliminating excess and designing solutions that make the complex seem elementary. Even in the realm of mobile OEM advertising—a domain rife with complexity—these principles have always summed up my philosophy.
When we started AVOW, we didn’t just want to find a ‘need’ and fulfil it, but revolutionize the way in which we go about fulfilling it itself. Back then, mobile OEM advertising was in its infancy, and as with anything new and uncharted, there were many growing pains. But through those pains came collaboration, innovation and an appreciation for the needs of mobile marketers everywhere. Today, with our clients receiving over 10-million monthly downloads across 100s of live campaigns, the fruits of our labor are clear for all to see. But how did we get here? And more importantly, how will we develop and progress even further?
The Challenge of Mobile OEM Advertising: Navigating the Labyrinth
Since first arriving on the market in the 2000s, smartphones are now nestled in approximately 6.8 billion pockets around the world. This popularity has subsequently transformed them into potent marketing tools too, with apps and brands seeking to utilize mobile OEM advertising to connect with their audiences. Yet, this comes with its challenges, the most notable being media buying.
To the uninitiated, media buying is the art of acquiring ad space on mobile OEM devices, apps, or in-app platforms. It’s a delicate process, requiring precision, agility, and foresight. Get it right, and you have targeted reach, cost-effectiveness, and brand visibility, with the ability for real-time performance monitoring. However, the sheer volume of data can drown even the most experienced media buyers. And amid this noise, there's a need for a guiding light—AVOW Intelligence.
A Vision Realized: Introducing AVOW Intelligence
AVOW Intelligence isn't just another tool. It's a revolution—a one of a kind—conceived from the intersection of cutting-edge technology and a profound understanding of our clients' needs. Unsurprisingly, crafting this technological marvel didn’t happen overnight. Getting it right took time, patience, and an unwavering commitment to excellence.
As a result of this diligence, the tool now offers unprecedented real-time insights from a myriad of mobile OEMs and mobile measurement partners (MMPs). It's as if we've built a bridge connecting our media buyers to the right data, enabling swift, informed decisions. Perhaps the best way to conceive of AVOW Intelligence is as an orchestra conductor, bringing various instruments (data sources) together to create a harmonious symphony. As a result, there’s no more guesswork—and no more data silos either. Instead the tool provides clarity and actionable insights, enabling our customers to lead successful marketing campaigns..
During its beta phase, our global clientele, including Amazon Prime Video, AirAsia, Kumu, Shopee, Kredivo, Didi, JOOM, LOTTO24, and Zephyr Mobile, among others, witnessed unprecedented results, a testament to AVOW Intelligence’s power and potential. In tandem with our talented team, this beta phase demonstrated our tool’s versatility. Regardless of vertical or industry, our people-powered tech allows us to optimize for the right OEM or advertising mix. And for prospective and current clients alike, it's a beacon promising unparalleled efficiencies and insights.
Moreover, none of this would have been possible without the meticulous support and collaboration of our esteemed partners such as Huawei, OPPO, Xiaomi, and Vivo. With each passing day, we've engaged closely with them, drawing insights, refining strategies, and ensuring AVOW Intelligence mirrors the evolving landscape of mobile OEM advertising. Their invaluable input is consequently woven into the fabric of our tool. This symbiotic relationship has accelerated our successes as well as fortified our standing as a long-lasting, trusted partner with these OEM giants, resulting in key partnerships in many key markets. These partnerships have also extended to MMPs, with AVOW becoming an AppsFlyer Premier Solutions partner in 2023.
Refining the Art of Media Buying
Media buying isn't a buffet where one size fits all. Each platform, each ad placement, each mobile OEM, has nuances. By combining our team's expertise with AVOW Intelligence, we’ve developed an intimate understanding of the business’s ins and outs. What’s more, this partnership of man and machine allows us to comprehend the strengths and subtleties of each mobile OEM platform, optimizing strategies for maximum impact.
I've always believed in humanity and technology working together harmoniously. Here at AVOW, it's our people, empowered by AVOW Intelligence, that make the magic happen. They sift the data, drawing invaluable conclusions and knowing precisely where to optimize. Their work reminds me of an anecdote I once heard involving the automobile giant Henry Ford and the German-American mathematician and electrical engineering pioneer Charles Steinmetz. It goes like this: One day, Steinmetz invoiced Ford for $10,000 for placing an ‘X’ with chalk on a generator that wasn’t working, instructing Ford’s engineers to fix the part at the spot he’d marked. Naturally, Ford was stunned by the cost, so asked for an itemized bill. Steinmetz’s response was to-the-point: “Making chalk mark on generator, $1,” he wrote. “Knowing where to make mark, $9,999.”
At AVOW, our colleagues have to work a little harder than Steinmetz, a man whose genius led to the electrical goods we use today, including smartphones. But nonetheless, the story illustrates the simple point that true value lies in knowing where and how to tweak and optimize. And in a nutshell, that’s what AVOW does.
AVOW’s Blueprint for Success
While many media buyers are still entangled in the web of cost per install (CPI) models, AVOW has taken a leap ahead. We're not just looking at the initial interactions but delving deeper, getting to grips with the complete user journey, and focusing on outcomes that matter in the long run, be they in-app purchases, sign-ups, or any form of meaningful engagement. This strategic shift is what makes AVOW unique in our field.
The relationship we forge with each client begins with meticulous market research, crystal-clear campaign objectives, and selecting ad formats that resonate with their audience. This, coupled with continuous A/B testing, allows us to refine, redefine, and elevate our campaigns, providing our customers with lucrative opportunities they won’t find elsewhere.
We’re the Soul Behind the Symphony
At its core, media-buying is about establishing genuine, impactful connections. And while mobile OEM advertising's potential can be daunting, it's the human touch, combined with technology, that creates the magic. By launching AVOW Intelligence, we're simplifying this intricate process by focusing on what truly matters, thereby ushering in a new era in mobile OEM advertising. Even though AVOW Intelligence serves as our compass, it's our seasoned team—the maestros behind each campaign—who breathe life into data. Masterfully interpreting every shred of information, they ensure our clients' stories resonate with their audience, conducting a symphony of data, technology, and human ingenuity. With AVOW at the helm, we make sure that brands are not only discernible in mobile advertising’s cacophony of players—but unforgettable too.
As such, our inimitable combination of cutting-edge software and human insight offers a strategic advantage that is transforming the media-buying landscape. As Leonardo da Vinci once remarked, "Simplicity is the ultimate sophistication,” an ethos AVOW today embodies.
The launch of this tool was also covered by Dean Takahashi at Gamesbeat and can be found here