Programmatic media buying vs. OEMs: Key differences and how you can 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.
Meet the AVOW team: Victor Chistyakov, Sales Manager Russia
In our latest blog series, we’re giving you a glimpse of the people behind AVOW’s solutions. This time, we caught up with Victor Chistyakov, AVOW’s Sales Manager Russia, who joined us in early 2021. Already, he’s had a big impact on bringing OEM solutions to more clients across the region, helping them expand their reach and unlock new revenue streams.
Read on to learn more about the mobile marketing space in Russian, and Victor’s tips for launching your app in the region.
What would you suggest to someone who wants to launch their app in Russia?
I wouldn’t say Russia differs from other regions when it comes to launching a new app. As with any new product launch, companies have a whole range of external and internal factors to consider. Target audience, user acquisition, placements and advertising channels, and ad formats are critical aspects of any go-to-market strategy. Later down the line, consumers’ funnel flow, user retention and engagement processes are also extremely important.
When it comes to UA channels, there’s an important point to bear in mind. Traditionally Facebook and Google showed the best results for user acquisition in terms of conversions and other performance metrics. But given increasing competition and rising pay-outs of every kind, alternative channels like OEMs have become more attractive for their similar (and often even much better) performance results and relatively lower rate per target events.
Are there any cultural aspects UA managers and app developers should keep in mind when launching their app in Russia?
As with any regional strategy, it’s important to bear in mind cultural and linguistic differences. When developing your app strategy, it’s also critical to understand the level of brand awareness within each market - which will help you plan and budget for regional-specific campaigns.
Which app verticals have seen the most growth in recent years?
As with all other regions in the world, the pandemic had a big impact on the Russian market - leading people and businesses to change the way they run their everyday activities. Because of this, we saw huge growth in verticals such as online shopping (marketplaces and standalone brand apps), food delivery and delivery of other commodities, stay-at-home fitness and wellness, and of course gaming apps.
What are the key advantages of OEMs in Russia compared to other channels?
OEM inventory is something new for the Russian market, and so far has been associated with pre-install capabilities only. As OEMs have started developing their own advertising products, it’s given advertisers extraordinary opportunities - OEM devices are widely spread in the CIS region and in Russia in particular.
AVOW quickly established itself as many OEM advertisers’ partner of choice, thanks to our targeting options, fraud-free solutions, real-time optimization algorithm, performance-based campaigns and expert team. All these features allow us to offer a turn-key solution to advertisers, and help them reach their KPIs and ROAS goals.
What are some success stories from Russia and OEMs or Russian clients and AVOW onboarding them with OEMs?
I’m very proud of the work we’ve done with brands such as Joom and Olymp Trade. Olymp Trade is an online trading and investment platform. We helped them reach incremental user acquisition via on-device OEM inventory in over 20 countries, while maintaining the lowest levels of ad fraud they have experienced since starting to advertise.
We also work closely with Joom, a global marketplace selling products from Europe and Asia directly to buyers in more than 150 countries. Joom came to AVOW to help them reach new ad placements in markets such as Russia, Spain, Germany and France. The Joom team is extremely performance-driven, focusing specifically on engagement and in-app purchases. Working together, we increased Joom’s monthly install rate by 60,000, and purchase by 15,000 thanks to untapped OEM inventory - a great result.
User Acquisition: Your Ultimate Guide In 2021
User acquisition is an important practice that helps mobile apps achieve their growth goals and build an active community that can be retained for longer and boost LTV. This should be a data-driven approach that identifies and targets high value users, boosting overall performance over time. In this guide, we share everything you need to know about user acquisition including key definitions, why user acquisition is important and which metrics are crucial for this marketing strategy.
What is User Acquisition?
User acquisition (UA) is the process of acquiring new users. For mobile apps, this means advertising your app to potential users who will then install the app. According to Statistica, the average cost to acquire an app user who registered with an app or created an account was 3.52 U.S. dollars as of August 2019.
The Statistica report also shows that the costs for mobile app user acquisition will vary depending on the user action and operating system: “Compared to the relatively low acquisition costs of a user registration, the user action that had the highest average acquisition cost for both operating systems, Android and iOS, was making an in-app purchase.” This cost was 77.45 U.S. dollars for Android and 86.72 U.S. dollars for iOS.
Paid media marketing vs owned media marketing
There are two types of user acquisition you need to know: Paid media marketing and owned media marketing. Paid media marketing is the practice of marketing on media channels to display direct response adverts (ads) which will encourage your target audience to install the app. For example, a mobile game can display banners in other apps and ads on social media. A user can see your creative, click the ad and be sent directly to the app store to install.
Owned media marketing is when an advertiser uses their own marketing assets to generate installs. For example, they can build a mailing list and use email marketing to target users. They can also use SMS marketing and loyalty programs – all of which would be owned media marketing because it directly utilizes the advertising resources of the advertiser. For best results, many advertisers will develop a mixed strategy that involves paid media marketing and owned media marketing to reach their audience and achieve their goals.
Why is user acquisition so important?
User acquisition is critical to driving growth and creating a large customer base, which in turn boosts LTV and generates ROI. Once you have built a great product, your user acquisition strategy will help you connect with your target audience and build brand awareness. If you want to grow your mobile app’s audience or want to retain users for longer, developing a user acquisition strategy will help you achieve these goals.
A successful UA strategy will also help you boost your app’s ranking in the app store and generate organic installs – which can often be the highest value users because they found the app due to their own interest. A user acquisition strategy will help you stay competitive in a saturated market.
You should continually develop your user acquisition strategy based on the latest information available to you. By tracking data and identifying behavioral trends you can make data-driven changes to your strategy and push towards your targets. You should also be aware of the number of users who download your app but never use it, which can decrease the percentage of users who are contributing to KPIs such as in-app purchases. This is only because you are bringing in more users, not because you have less purchases.
Know more about “challenges of mobile user acquisition”
User acquisition metrics
There are many app metrics you need to know when developing your user acquisition strategy. Here are 14 that every marketer needs to know and track for best results.
- Install: This is the number of installs generated as a result of your campaigns. When a user finds your app without advertising they create an organic install.
- Cost per Install (CPI): This is the price for generating each app install.
- Cost per Acquisition (CPA): This is a measurement of how much it costs to acquire each user.
- Click-Through Rate (CTR): This is the percentage of the people who were advertised to and clicked through to install. This metric is an indicator of the efficacy of your creative.
- Conversion rate: This is the percentage of users who convert, which could be in relation to any desired action you choose. For example, conversion rates typically refer to the percentage of people who clicked on your ad and installed, or users who completed a purchase.
- Retention rate: This is the percentage of users who have had a session in your app after a set period. For example, you can measure the retention rate of your app for Day 1, Day 7 and Day 30 to check how long users stay engaged with your app. The aim should be to prolong retention rates as long as possible, which in turn makes it more likely for users to complete in-app purchases and generate revenue through in-app advertising. A high retention rate is also an indicator of a quality in-app user experience.
- Churn: Your churn rate is the percentage of users who stop using your app after a set period. This will be the opposite of your retention rate. You can also look at retention and churn for different demographics by segmenting your audience. This can help you refine your target audience and advertise to high-value users.
- Uninstall rate: This is the percentage of users who have uninstalled your app completely.
- Lifetime Value (LTV): This is a projected net profit for users who have your app installed. It estimates how long the average user spends before they uninstall. LTV is considered to be a north star metric for many mobile marketers. It is the aim of a marketer to prolong LTV and get higher ROI per user.
- Return on Investment (ROI): This is the measurement for how much revenue you will get in return for your marketing investments.
- Return on Ad Spend (ROAS): This is the return on investment for your ad spend. This is an important metric for identifying the most successful campaigns and how to move forward to reach your revenue targets.
- Average Revenue per User (ARPU): This is the average revenue generated per users for each campaign. You can also look at ARPU for different demographics and geos to refine your target audience.
- Average Revenue Per Daily Active User (ARPDAU): This is the ARPU for a 24 hour period. This can also be used to observe how recent changes made to your app have changed your daily revenue.
- Cost per Mille (CPM): This tracks the price of generating one thousand impressions with your ad.
Know more about “Importance of watching the user acquisition metrics”
How does user acquisition work?
User acquisition campaigns are a continuous loop of data tracking and analysis for best results. It requires marketers to rest the efficacy of their campaigns and make changes based on the results of their A/B tests. The nature of your user acquisition strategy will depend on your app vertical, but there are also commonalities across all verticals.
1. Identify your target audience and how to reach them
The first step towards developing your user acquisition strategy is to know who you want to target and find ways they can be reached. This requires you to learn which types of users will be most likely to convert and generate revenue for your business. Note that this could include your existing users in addition to potential users you want to target. Market research and data analysis will enable you to narrow your focus and identify your target audience.
For best results, this is considered from the very early stages of developing your product. For example, what is your unique selling point and who needs it? These questions already give you an idea of who to target. Your data analysis will reveal details such as which geos could be lucrative and which operating system is best for you. You can also create user personas to help you define different types of users that are likely to convert.
2. Build lookalike audiences
Once you know the types of users who are most valuable to you and your targets, lookalike audiences empower you to reach more high-value users. It is important for these segmented audiences to be defined by data-driven insights.
3. A/B test your creative
Testing your creative and developing it over time is a best practice that can push you towards your most ambitious targets. This is the process of segmenting audiences and testing a variant of your creative to see if you can improve your CTR and conversion rate. By diving deeper into your analysis you may also find that a variant delivers the same number of users but generates more in-app purchases. Once you have a successful variant, you can continue to A/B test for best results.
How do you acquire more app users?
There are several ways you can acquire more app users. As we previously outlined in this article, you have the option to perform paid media marketing and owned media marketing. Here are some examples that will help you acquire more app users:
- App Store Optimization (ASO): Similar to SEO, this is the practice of making changes to your app store entry to improve visibility and drive organic installs. This includes making changes to your primary and secondary categories, app name and description, and including media such as images and videos to engage app store users.
- Paid advertising: This is a traditional method of advertising with inventory such as in-app banners and video ads. This enables you to tailor your ads for different demographics and A/B test for best results.
- Influencer marketing: As users become increasingly influenced by public figures rather than traditional brand messaging, this type of marketing has taken the app marketing industry by storm. Influencer marketing requires you to work with an influencer who is popular with your target audience. There are several ways to collaborate with these public figures, from offering free products to social media takeovers. How you choose to work with influencers will depend on the nature of your app. It is also smart to communicate with your chosen influencer at length about what you want to achieve. They will have a deep understanding of their audience and how your campaigns can be successful.
- Press coverage: Getting your mobile app into the media is still an effective way to raise brand awareness and drive installs. This could be through sending press releases to relevant sources or pitching by-lined articles to magazines looking for content in your industry. With the right brand messaging this can be particularly effective when launching your app – gaining exposure to your target audience from day 1.
- Email marketing: It’s smart to set up a mailing list for users interested in hearing more about your mobile app and your products. This enables you to communicate directly to users without paid marketing. You should also A/B test the efficacy of your email marketing and refine your messaging and loyalty rewards over time.
- Loyalty programs: This can be used in conjunction with other types of user acquisition strategies. For example, you can reward your users for signing up to your mailing list by offering a discount on your products or – if you have a mobile game –giving them free in-app purchases.
Know more about 5 effective ways of acquiring new users
Summary
User acquisition is critical for mobile marketing because it helps mobile apps achieve their growth goals and build an active community. It helps you track and improve upon metrics such as LTV, ARPU, retention rate and ROAS. There are two types of user acquisition: Paid media marketing and owned media marketing. They can be used in a mixed strategy for best results. Some of the best ways to acquire new users include email marketing, influencer marketing, paid advertising and ASO.
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.
>>> Contact us to learn more and start your campaign today! <<<
Meet the A-Team: Shermaine Teng, Director of Client Strategy
Ever wanted to learn more about the people behind AVOW? Our new blog series will give you a glimpse of what it’s like to work here, and insights into our team’s biggest achievements.
For our first post in the series, we sat down with Shermaine Teng, Director of Client Strategy, to learn more about what motivates her to deliver a quality campaign and experience for our clients.
Could you tell us a little bit about your career journey to date?
I started out on the advertiser side, and some of my biggest achievements were managing gaming apps in collaboration with SEGA and Square Enix (Final Fantasy Brave Exvius). There, I gained hands-on experience of the full process from development to launch. I also built up experience managing paid channels of mobile advertising for apps, before shifting to the supply-end of the equation. I saw a gap between the app developers/advertisers and the mobile ad traffic providers in the industry and knew I wanted to become the bridge in between. With the knowledge I gained working in an app developer team, I can better understand my clients at AVOW, match supply to their objectives - and go the extra mile with insights on the app level instead of just campaign level.
You’re a proven driver of growth, especially in your time at AVOW— what keeps you motivated and pushing the envelope?
Avow’s vision is a “people-first company”, be it clients or employees, and this resonates with the direction I want to drive my career journey towards.
I believe there needs to be a balance of motivation-driven factors such as empowerment, fellowship, trust and support for employees to take ownership and be confident in their roles. From there, personal and professional growth comes naturally.
I really like the quote from American business veteran Doug Conant, who said “To win in the marketplace you must first win in the workplace.” My team has definitely been a strong driver for me, rallying trust and support for each other. To progress both individually and collectively has been a contender for the pinnacle of success, and this is reflected in the quality of our work as well.
Tell me about your average day as a Director of Client Strategy
Being in a client-facing role, my biggest priority would be to connect with our clients, consistently stay on top of developments within their app and their objectives, and find the most efficient match between their KPIs and AVOW’s products and services. Leading a team - it is also my responsibility to engage with my team members in a progressive way, ensuring they receive the right resources and support to grow as an individual as well as to deliver the same high standards of quality service to all our clients.
One of the most engaging aspects of my job is to be working with different departments to deliver a quality campaign and experience to our clients - from the development team, media manager to tech & ops team.
AVOW expands to Russia & South East Asia
Hi there,
We have some great news to share with you.
Because we know how important it is to be close to you, speak your language and understand your local market, AVOW has expanded its physical footprint into two new key regions: Russia & South- East Asia!
In the past few years, the app economies of these two territories have experienced unprecedented levels of development and growth. Therefore we want to make sure that we cater to our clients by offering best-in-class service and premium advertising inventory – always tailored to your specific needs, wherever you are.
So, today we’d love to introduce you to the two newest members of the AVOW global crew:
Roy Wijaya is based in Jakarta, Indonesia and he will oversee our activities in the SEA market.
Pavel Iarygin works from our Moscow office and he will take care of all local CIS regional business.
Both have extensive experience working in the mobile marketing space and have supported app marketers for brands such as Yandex, Playrix, Kredivo and AdaPundi. They are more than excited to get started and connect you to our alternative advertising inventory that drives growth by 1.5 billion daily users worldwide.
>>> Contact us to lean more and start your campaign today! <<<
All the best for now,
The AVOW Team[/vc_column_text]Contact us[/vc_column][/vc_row]
AVOW Announces Key Partnership with Xiaomi Mi Ads
AVOW Announces Key Partnership with Xiaomi Mi Ads
Empowering Mobile Growth Marketers To Access Alternative Advertising Inventory
Avow, the global app growth company, specializing in alternative app store inventory, announced today its partnership with global mobile tech pioneer Xiaomi. With this announcement, Avow becomes a key marketing partner of Xiaomi outside China.
App growth marketing is becoming extremely competitive with more than 100,000 apps released to the Google Play store alone every day*, which makes it difficult for brands to gain visibility and traction. It is clear that there is a strong need for alternative advertising sources and partners beyond the major app stores and advertising networks like Apple, Google and Facebook. Avow has built strong partnerships with players like Xiaomi Mi Ads, to offer alternative brand safe advertising inventory to brands such as 99 taxis, Joom and Miniclip.
To foster this new partnership, Avow has established a dedicated expert team to focus on Mi Ads offerings. The team manages all client campaigns from set up to optimization and guides clients through the whole marketing campaign cycle.
“We are excited to have Avow as a key partner onboard. We value the unique service they are providing and their pioneering mindset to establish new standards for the app ecosystem. Both Xiaomi and Avow share a mutual goal: to further fuel the growth of mobile app marketers,” said Chan Liu, Vice General Manager of Xiaomi Global Internet Business.
The seasoned founders of Avow have worked with brands like Letgo, Scopely, Shopee, Tokopedia and Hasbro and have made it their mission to explore alternative inventory that drives growth by connecting brands with over 1.5 billion daily users worldwide.
“Our partnership with Xiaomi is another key achievement to ensure that we offer the best growth opportunities for our clients on a global scale. With us, brands can tap directly into the advertising inventory of Xiaomi Mi Ads and it is safe to say that the targeting, transparency, and scale are unparalleled,” said Robert Wildner, CEO and Co-founder of Avow.
AVOW is the global app growth company, specializing in alternative app store inventory. The company provides brands a unique opportunity to access untapped advertising inventory at scale and invest their ad spend across alternative channels for incremental user growth and engagement.