Mobile advertising has started to take center stage in the marketing landscape. With billions of people glued to their mobile devices, brands are harnessing the power of mobile OEM advertising to reach their target audience effectively. With over 1.5 billion daily active users, 10 million monthly installs, and our mobile OEM partners shipping over 228 million phones in the first half of 2023 alone, mobile OEM advertising is operating at the industry’s frontier.  Currently, the best means of accessing  mobile OEM advertising is through the OEMs themselves, or via one of their trusted partners, such as AVOW – and their proprietary tool AVOW Intelligence (more on that later). And in this landscape, strategic media buying and smart KPI tracking are key to unlocking its full potential. Whichever route you take, the destination is the same: a growth market of exponential opportunities.


A visual representation of the synergy between human expertise and technology in mobile advertising, emphasizing media buying, smart KPIs, and AVOW Intelligence to enhance campaigns with creativity and insight.



Let’s begin with an essential aspect of mobile OEM advertising that any advertiser or marketer should consider before entering this space: media buying. In this article, we’ll explore what media buying entails in the context of mobile OEM advertising and how data and technology play a significant role in its success. Additionally, we’ll delve into its significance for brands aiming to succeed in the competitive digital landscape. First, however, let’s get to grips with what media buying is.


Media Impact: Understanding Media Buying in Mobile and its Importance


In a general sense, ”media buying” denotes the strategic process of purchasing advertising space or inventory from publishers, platforms, or ad networks to display promotional content to a target audience. In mobile OEM advertising, the term  specifically refers to the process of securing ad placements on mobile OEM devices, apps, or in-app advertisements. As such, in order to optimize return on ad spends (ROAS) and achieve desired marketing objectives, careful consideration and meticulous planning are required.  


Effective media buying is important, for several reasons, any of which can make or break a mobile OEM advertising campaign’s success.


Precision Targeting: Amplifying Reach through Media Buying Strategies


By employing media buying strategies, advertisers can reach their intended audience with precision. The advanced targeting capabilities of mobile OEMs allow them to segment users based on demographics, interests, location, behavior, and other factors. This specificity then ensures that ads are only displayed to users that the advertiser or marketer deems most relevant and engaged, thereby increasing the likelihood of conversions.


Maximizing ROI: Leveraging Cost-Effectiveness with Media Buying


Media buying enables advertisers to optimize their budgets by selecting the most cost-effective ad placements. By focusing on the ad types and placements that are most suitable to the app vertical (i.e. those with high user engagement and conversion rates), brands can reduce unnecessary expenses while maximizing results.


Elevating Brand Visibility: Strategic Media Buying for Enhanced Awareness


Strategic media buying also means that ads are displayed in contexts closely related to the brand’s products or services. This contextual relevance enhances brand visibility and awareness among the target audience, fostering brand recall and loyalty.


Performance Monitoring and Optimization


Media buying empowers advertisers to monitor the effectiveness of their advertisements, leveraging insights from key metrics such as click-through rates (CTR), conversions, and impressions. This data-driven approach allows for the refinement of campaigns for enhanced performance. But without context, too much data will simply create noise. Moreover, wading through that noise will be cumbersome, time consuming, and, more often than not, lead to bad decisions and conclusions. So how does AVOW leverage technology to streamline this process? Through AVOW Intelligence.


The AVOW Advantage: Smart KPIs and Campaign Optimization Strategy


While many agencies and even OEMs themselves insist on a cost per install (CPI) model, AVOW leverages both its people and technology to optimize for down funnel events. This means that AVOW focuses on the outcomes beyond the initial install, such as in-app purchases, sign-ups, and/or subscriptions. And by accepting down funnel events, AVOW also demonstrates a deeper understanding of the user journey, thereby helping cultivate campaigns that are optimized for meaningful, long-term results. This strategic difference sets AVOW apart from its competitors and drives unparalleled performance for its clients.


Simply having the right tech and people isn’t enough. Conscious of this, our team also helps build your campaign’s success by adhering to smart KPIs designated for media buying and campaign optimisations. These include:


Strategic Foundations: Building Success Through Comprehensive Market Research

Before delving into media buying, conducting in-depth market research is crucial. Identifying the target audience’s preferences, behavior, and media consumption habits will lay the foundation for a successful media buying strategy.


Clear Objectives, Tangible Results: The Importance of Defined Aims and Outcomes

Establishing clear campaign objectives is an essential component of the media buying process. Whether the goal is to drive website traffic, increase app downloads, or boost sales, having well-defined aims will make selecting appropriate advertising channels easier. This is why we encourage all our clients to define their objectives together with us so that we may plan and optimize the campaign, including for down funnel events.


Capturing Attention: Choosing the Right Ad Formats for Mobile OEM Advertising Success

Mobile OEM advertising offers various ad formats, such as banners, interstitials, videos, native ads, and more. As such, selecting the most suitable format according to your target audience’s preferences (along with your campaign’s other objectives)  is the most effective way of capturing their attention. Understanding the behavior and success of these ad types and placements for different verticals is also paramount.


Driving Innovation: A/B Testing and Continuous Experimentation

Constantly experimenting and A/B testing different ad creatives, copy, ad types, placements and targeting parameters can significantly improve campaign performance. These tests provide invaluable insight into what resonates best with an audience, and can inform future media buying decisions too.


The Winning Formula: Integrating Media Buying, Technology, and Smart KPIs


Media buying is a pivotal component of mobile advertising that equips  brands with the power to connect with their target audience effectively. By understanding the significance of media buying, and by implementing strategic approaches, advertisers can accordingly optimize their campaigns, enhance brand visibility, and drive measurable results. And by leveraging technology, our proprietary tool, AVOW Intelligence, is a true trailblazer which allows us to analyze and react to data, optimize campaigns, and focus on down funnel events. Moreover, our knowledge, skills, and unique tools empower us to drive exceptional performance and achieve tangible results for our clients. 


AVOW has several customer success stories in this regard. Take, for instance, our work with Lotto24. Through this partnership, the online German lottery  increased its installs by 170%. Elsewhere, our client Exness, an online trading app, saw a whopping 90% return on ad spend (ROAS), and Kumu, a Filipino social networking service, managed to improve their cost per download (CPD) ratio by 57% by employing our optimizations. As the saying goes, the proof is in the pudding. And these figures speak for themselves.


So whether it’s optimizing campaigns, minimizing risk, or capitalizing on platform differences, AVOW can offer your campaign a strategic edge. What’s more, our smart KPI’s are reshaping the future of mobile OEM advertising, so there’s never been a better time to find out what they can do for your business. For a personalized consultation and to learn more, contact us today.