E-commerce’s Customer Magnet: Reach the Right User Audience with Mobile OEM Advertising
Reaching the right audience on mobile is a constant battle for e-commerce brands. This challenge intensified with the COVID-19 pandemic. Lockdowns and social distancing measures fueled a surge in online shopping, compelling many brick-and-mortar stores without an online presence to quickly adapt and establish one. Even existing e-commerce brands felt the pressure, leading to a renewed focus on strengthening their online presence.
This shift resulted in an influx of competitors in an already crowded mobile commerce landscape. With over 26 million e-commerce websites globally, a significant portion likely have companion apps. The e-commerce app market is booming, reaching $3.59 trillion in revenue in 2022, highlighting the fierce competition for consumer engagement—particularly among millennials and Gen Z, who, according to recent studies, are the leading online shoppers.
Moreover, data privacy limitations and a saturated app store landscape further complicate targeted advertising and organic app discovery. These conditions make it challenging for even well-executed advertising (ads) campaigns to convert clicks into sales.
This fragmented mobile advertising landscape demands innovative solutions.
Enter mobile OEMS (Original Equipment Manufacturers) and their app stores. These companies, which design and manufacture smartphones, are quietly emerging as a powerful solution to mobile advertising woes.
Why Mobile OEMs Offer a Targeting Advantage
"The future of mobile advertising is all about relevance," says Ashwin Shekhar, CRO and Co-Founder of mobile OEM advertising specialists AVOW. "Consumers see lots of ads daily, and they're more likely to engage with those that speak directly to their needs and interests." This aligns with a 2023 IAB report predicting that privacy regulations will push mobile ads toward contextual relevance, focusing on user intent for targeted advertising.
This is where mobile OEMs hold a potential edge. Unlike traditional platforms that rely on third-party data, OEMs have access to a wealth of first-party information directly from the devices they create - data goes beyond demographics and unlocks unique targeting opportunities:
- Device Targeting: Reach gamers with devices equipped with powerful processors for mobile gaming subscriptions, merchandise, or gaming accessories. Target budget-conscious users with affordable options tailored to their mid-range devices. Showcase high-quality camera lenses and editing software subscriptions to users with OEM devices known for their exceptional cameras.
- App Behavior: Display sports apparel ads to users engaged with fitness apps and suggest headphones to shoppers viewing new phones in shopping apps. Additionally, show cooking gadget ads to those frequently using recipe and cooking apps, creating a tailored advertising experience based on app usage patterns.
- Demographics & Appographics: Combine age, location, and income data with in-app behavior. Target young adults who frequently buy beauty products with personalized makeup ads. Similarly, direct custom tech accessory promotions towards users with a history of tech and gadget app interactions.
- User Behavior: Reach night owls with sleepwear ads displayed closer to bedtime or target early risers with coffee deals right after they wake up (considering privacy regulations).
- Remarketing: Use data from previous interactions to refine ad targeting and increase conversion chances. According to AppsFlyer's 2023 State of Ecommerce App Marketing Report, Android leads in remarketing, with a whopping over 40% global conversion share and the US market exceeding an impressive 55%.
- Multiple Touch Point Advertising: Unlike traditional mobile advertising, mobile OEM advertising allows you to tell a story and reach your audience at multiple touch points throughout their use of their device. For example, an ad campaign for a new game could reach the user right from the lockscreen with a visual lockscreen ad, followed by a splash video ad of the game when opening a system app. When the user accesses the alternative app store, that game could be featured front and center for all to see. The sheer volume, choice, and touchpoints for an advertiser to reach their audience via mobile OEMs dwarves anything one might see with traditional advertising.
By responsibly leveraging this data, mobile OEM advertising platforms can offer a more precise targeting solution for e-commerce brands. With 63% of smartphone users more inclined to buy from apps providing relevant product recommendations, this approach improves user engagement and boosts purchase likelihood, demonstrating the power of personalized advertising.
Mobile OEM-Owned Stores, AKA Alternative App Stores: A Gateway to Discovery
Beyond targeting, OEMs offer another valuable asset: their app stores. While mainstream app stores are undeniably dominant, they're also incredibly crowded. The introduction of the Digital Markets Act (DMA) seeks to address this by promoting fair competition and opening up more space for alternative platforms.
In a sea of millions of apps, getting discovered can feel like searching for a needle in a haystack. Here's where mobile OEM app stores come in. Many OEMs have their own app marketplaces, often catering to specific regions or demographics. These stores can offer a more curated environment, potentially increasing the visibility of your e-commerce app.
Additionally, mobile OEMs tailor app store experiences to each market, offering localized content and events. For instance, in India, during Diwali or Eid, their app stores feature special verticals showcasing apps with exclusive festive discounts. This personalized approach enhances user engagement and promotes special offers relevant to local celebrations.
Magalu's Mobile OEM Success:
Magalu, one of the largest Brazilian retailers, recognized the great potential of mobile OEM inventory as a targeted and efficient means to reach a wider audience and acquire valuable users in Brazil. Magalu partnered with mobile OEM advertising specialists AVOW to expand their user base across the country and reported an increase in user acquisition and a notable 25% average increase in basket size, highlighting the quality and engagement level of users acquired through mobile OEM advertising.
The Future is Mobile OEM-powered
The traditional mobile advertising landscape is a struggle for e-commerce brands. Privacy limitations and a crowded app store environment make it challenging to reach the right audience, leading to declining conversion rates and rising customer acquisition costs.
There's a better way. By partnering with mobile OEM specialists like AVOW, you can leverage their strong relationships with leading OEMs like Xiaomi, OPPO, and Huawei. This unlocks highly targeted advertising based on device data and user behavior, allowing you to reach engaged users who are more likely to convert while respecting privacy regulations.
With the move towards a performance-based model, advertisers can rest assured that their costs will be kept down while they enjoy higher conversion rates. Plus, with the ability to further optimize their campaigns down the funnel—which goes beyond CPI (cost-per-install) models—advertisers can look forward to even more meaningful and lasting conversions, such as first registrations or first purchases.
Ready to take control of your mobile advertising strategy? Schedule a free consultation with AVOW today and discover how mobile OEM advertising can boost conversion rates. Get started now!
Summer Olympics in Paris Heats Up Mobile Advertising Opportunities
Mobile OEM Advertising Joins the Race for Olympic Gold
A global stage beckons later this month with the 2024 Summer Olympics in Paris. Transcending mere sports, the Summer Olympics aren't just about athletics; they're a prime time for apps to flex their marketing muscles. With a global audience of 3.05 billion during the last Olympics, the multi-sporting event in Paris this year is anticipated to exceed that number, offering an unparalleled opportunity for mobile apps to expand their reach and engage with a vast audience worldwide; presenting a golden opportunity for brands to enhance their visibility and foster stronger consumer connections during peak audience engagement.
Leveraging Mobile OEM Advertising: Racing for Olympic Gold
Brands in India have a golden opportunity to leverage mobile OEM (Original Equipment Manufacturer) advertising, with players such as Xiaomi, Huawei, OPPO, Vivo, OnePlus, Realme, and Transsion. Connecting with the passionate sports enthusiast demographic, brands can drive user acquisition through targeted app promotions or branding campaigns during the event. Likewise, mobile developers can adopt an open mindset to look beyond traditional advertising methods and reach an updated audience through mobile OEMs and their “alternative” app stores.
Mobile Consumption: A Driving Force in Sports Engagement
Tokyo 2020 was the most digitally watched Olympics in history with a 74% increase in digital viewers and a 139% rise in video viewers compared with Rio 2016. It also attracted almost 200 million unique users to its official website and app.
Illustrating high mobile consumption in other sports, in India, 32 million people used the JioCinema app to watch the FIFA World Cup 2022 final between Argentina and France. In total, over 110 million viewers watched the event digitally, surpassing television viewership for the first time. This milestone made India one of the top digital viewership markets globally for the FIFA World Cup.
The Indian Premier League in 2023 stood out as well. Approximately 70% of viewers were actively engaged with their smartphones, from checking match updates to ordering food. Particularly noteworthy was the surge in app downloads for food delivery (63%) and e-commerce apps (54%) during the IPL. This underscores the strong connection between sports enthusiasts and mobile apps for targeted advertising.
With 1 in 5 global sports fans using mobile apps to follow sports, the 2024 Summer Olympics offers advertisers a massive opportunity to connect with a highly engaged audience. In SEA, many broadcasters have offered the current European Championships as part of a paid package, with mobile-only packages costing significantly less than TV packages. As such, this has encouraged many viewers to opt for the cheaper mobile-only packages, which is sure to significantly increase mobile and digital viewership of the tournament.
The same mobile-centric consumption of the Olympic Games —from live streaming to news and other media— is expected in the EU, SEA, India, and beyond. This widespread mobile access creates a massive and engaged audience for advertisers. Similar to how brands leveraged specialists in Mobile OEM advertising for targeted ad placement during Champions League football matches on Prime Video, advertisers can utilize similar strategies to connect with viewers during the Olympics.
Mobile OEMs Deepen Ties with Sports
Strategic sponsorships by mobile OEMs like Samsung for the Olympics, Vivo for the FIFA World Cup 2022 in addition to the IPL from 2016 to 2021 and Euro 2024, and OPPO for the Cricket World Cup (2016-2019), UEFA Champions League (2022 -2024), and Wimbledon (2022 & 2023) solidify the connection between sports and mobile. This benefits everyone—mobile OEMs gain exposure, marketers reach captivated audiences, and app developers utilize prominent placements.
For instance, Vivo's popularity increased as the Official Smartphone Sponsor of the 2022 FIFA World Cup - and in Q1 of 2024, it became the leading smartphone brand in India, capturing a 19% market share. In terms of integrations, during the ongoing Euro 2024, OEMs like Xiaomi and Oppo are offering real-time customization options with themes tailored to fans' favorite football teams, enriching the immersive experience for users
With the numerous options mobile OEMs provide, advertisers can employ diverse strategies for enhanced effectiveness. Full-screen videos, splash ads, and appographic marketing in display ads offer personalized campaigns. Dynamic Preloads utilize mobile OEMs’ app recommendations for effective user acquisition. Leveraging Private Marketplace (PMP) deals and Dynamic Preloads during key sports events provides additional acquisition channels without excessive costs.
Reach Millions of Engaged Fans with Mobile OEM Advertising
Brands must partner with new-age global app growth marketing companies specializing in mobile OEM advertising to leverage their expertise in Mobile OEM advertising and achieve a targeted app promotion strategy that scores big during major sporting events like the 2024 Summer Olympics. With access to over 1.5 billion daily active users and partnerships with mobile OEM inventories such as Samsung, Xiaomi, Huawei, Oppo, Vivo, OnePlus, Realme, and Transsion, AVOW offers unparalleled opportunities for targeted user acquisition. Start promoting your app today!
Influential Women in Mobile Marketing
In the rapidly evolving landscape of mobile marketing, a shift is taking place, marked by the increasing influence and leadership of women. From pioneering new technologies to steering major companies towards unprecedented growth, women are not just participants but are leading the charge in shaping the future of this dynamic industry. We take a look at some formidable women who are breaking barriers and setting new standards in mobile marketing, showcasing their unique contributions and the paths they have carved. Their stories not only inspire but also illuminate the crucial role of diversity and innovation in driving mobile marketing forward. This list of influential women in mobile marketing is in alphabetical order.
Janae Redmond - Former VP of Partner Products & Foundations, Meta
Janae Redmond is a prominent figure in the digital advertising space, widely recognized for her leadership at Twitter where she headed the MoPub team. With extensive experience in mobile advertising, Redmond has significantly contributed to the development and expansion of advertising platforms that cater to both publishers and advertisers. Following her successful tenure at Twitter, Redmond has pivoted to focus on advancing ethical practices in digital marketing, advocating for transparency and user privacy. Her expertise continues to influence the industry, as she mentors young professionals and collaborates with organizations to promote responsible advertising technology.
Jennifer Lum - Co-Founder & Managing Partner, Biospring Partners
Jennifer Lum is a highly respected entrepreneur and investor in the tech industry, known for her deep expertise in mobile advertising and her co-founding role at Adelphic Mobile, a pioneering programmatic advertising platform. Following Adelphic, Lum's current venture focuses on supporting early-stage startups in technology and artificial intelligence through her role as a venture capitalist. Her keen insights and guidance have been instrumental in nurturing innovative companies, leading them toward growth and success in competitive markets. Lum's dedication to fostering entrepreneurship and promoting diversity within the tech community highlights her continued influence and commitment as a leader in the field.
Kamakshi Sivaramakrishnan - SVP of Global Business Development, Adswizz
Kamakshi Sivaramakrishnan is a distinguished figure in mobile marketing, renowned for founding Drawbridge, a company that revolutionized cross-device marketing through advanced machine-learning techniques. With a Ph.D. from Stanford University, she transitioned from academia to lead Drawbridge, where her work in data-driven advertising set new industry standards and earned her multiple accolades, including recognition in Business Insider’s “Most Powerful Women in Mobile Advertising.” Following Drawbridge's acquisition by LinkedIn in 2019, Kamakshi continues to influence the field, advocating for ethical data use and empowering women in technology.
Katie Madding - CPO, Adjust
Katie Madding is a key figure in the mobile marketing industry, serving as the Chief Product Officer at Adjust, a global app marketing analytics platform. Her expertise in mobile measurement and end-to-end analytics has been pivotal in shaping Adjust's strategic direction, leading to innovative solutions that help marketers and publishers optimize their mobile campaigns. Madding's leadership is characterized by her forward-thinking approach to product development and her commitment to enhancing user engagement through data-driven insights. Under her guidance, Adjust has continued to expand its reach and influence, providing crucial tools for navigating the complex landscape of mobile advertising.
Kim Perell - CEO and Founder, 100.co
Kim Perell is an accomplished entrepreneur and CEO renowned for founding 100.co, a company that utilizes artificial intelligence to revolutionize brand building in the digital age. With a successful track record that includes being a startup founder and an angel investor, Perell has overseen the growth of numerous companies, leading to significant exits. Her digital marketing expertise and ability to drive profitability have earned her numerous awards and recognitions, including being featured in Forbes as a leading entrepreneur. Kim Perell's leadership extends beyond business, as she actively mentors aspiring entrepreneurs and promotes innovation in technology and marketing.
Lisa Zaythik - Chief People Officer, AppsFlyer
Lisa Zaythik is a key figure in the tech industry, serving as the Chief People Officer of AppsFlyer, a leading global marketing measurement platform. With a strong commitment to building and nurturing a dynamic, inclusive company culture, Zaythik has been pivotal in shaping AppsFlyer's reputation as an outstanding place to work. Her talent acquisition, retention, and development strategies reflect a deep understanding of the critical link between employee satisfaction and business success. Under her guidance, AppsFlyer has thrived, consistently attracting top talent and achieving remarkable employee engagement levels, which in turn drive innovation and growth within the company.
Mari Kim Novak - Advisor/Fractional CMO
Mari Kim Novak is a prominent leader in mobile marketing, known for her extensive experience in the advertising technology industry and her role as the former Chairperson of The Advertising Club of New York. Having served in senior positions at companies like Microsoft, Google, and Rubicon Project, Novak has been instrumental in shaping innovative marketing strategies that leverage digital platforms to enhance user engagement and advertising effectiveness. She is celebrated for her visionary leadership and commitment to driving diversity and inclusion within the tech community, making her a key figure in advancing the role of women in advertising technology.
Monica Ho - CMO, SOCi Inc
Monica Ho is an influential leader in the field of digital marketing, with particular expertise in geo-location technology. As Chief Marketing Officer at SOCi, a leading platform for multi-location enterprises, she has played a pivotal role in developing cutting-edge marketing strategies that leverage the power of local search and social media to enhance brand engagement. Ho's work emphasizes the integration of local insights into broader marketing campaigns, significantly boosting visibility and consumer interaction. With a career marked by innovation and results-driven leadership, she remains a key figure in transforming how businesses connect with local audiences, driving forward both growth and digital adoption.
Petra Vorsteher - CAO & Founder, AI.HAMBURG
Petra Vorsteher is a trailblazing executive in the mobile marketing industry, best known as the co-founder of Smaato, a leading global real-time advertising platform for mobile publishers and app developers. After establishing Smaato as a major player in the mobile advertising arena, Vorsteher continued to pursue innovative projects. Her current venture focuses on leveraging advanced technologies to further enhance digital marketing strategies, emphasizing sustainable growth and ethical data usage. With her extensive experience in international business development and strategic partnerships, Vorsteher remains a pivotal figure in tech, committed to driving forward technological advancements while promoting diversity and inclusion within the industry.
Sara Fee Kirschhausen - Principal, Earlybird Venture Capital
Sara Fee Kirschhausen is a distinguished marketing strategist and former Chief Marketing Officer of Trade Republic, a leading European mobile brokerage platform. During her tenure, she played a crucial role in driving the company's brand strategy and customer acquisition efforts, significantly contributing to its rapid growth in the competitive fintech landscape. Kirschhausen’s expertise in combining data-driven marketing techniques with user-centric communication has been pivotal in enhancing customer engagement and trust. Her innovative approaches have not only elevated Trade Republic's market presence but have also set new benchmarks for marketing excellence in the fintech industry. Her expertise in the fintech and marketing space now sees her transforming her startup operational experience into an early-stage investment with Earlybird Venture Capital.
Women and the Mobile Marketing Revolution
As the digital landscape continues to evolve, the women highlighted here exemplify the innovation and leadership that are driving the mobile marketing industry forward. Each of them, through their unique strategies and insights, not only shapes their respective companies but also paves the way for future generations of women in tech. Their journeys reflect a broader movement towards inclusivity and diversity in tech and mobile marketing, serving as both inspiration and a call to action for all who wish to make an impact. As mobile marketing grows in complexity and influence, the contributions of these and all other women will undoubtedly be essential to the narrative of success and transformation in the mobile marketing world.
If you would like to be a trailblazer in mobile marketing just like these women, come and check out our open positions and kick-start your career in this exciting and ever-evolving industry. As always, keep an eye on our blog and LinkedIn page for all the latest news and developments in the world of mobile marketing.yy