Magalu Success with Mobile OEMs
Magazine Luiza, or Magalu, is one of largest Brazilian retailers, distributing their products through physical and online stores in various segments such as: Home appliances, electronics, furniture, toys, cosmetics, sports accessories and many more.
The Objective
The user acquisition campaign for Magalu´s App via mobile OEMs had the following goals:
– Scale investment in OEM inventories in Brazil
– Maintain sustainable eCPI, whilst growing investments
– Return on ad spend (ROAS)
– Leverage high-quality traffic from the OEM inventory
– Drive clean, fraud-free traffic to the Google Play Store
The Strategy
AVOW executed a comprehensive strategy to achieve Magalu’s objectives, focusing on these key elements.
Diversifying channels from Programmatic, Google Search and Social by finding sustainable scale via OEM sources.
Testing of all media products offerings, within a wide range of OEM placements, such as display, preloads, interstitials, -1 screens, app stores and push notifications.
Tailored business models applied to each OEM and/or products, based on performance (CPI, CPC, CPM and CPA buying).
Fraud prevention & transparency with no 3rd party network or DSP to mediate acquisition.
Focus on Xiaomi & GetApps
App Featuring During Peak Seasonality: AVOW leveraged a variety of dedicated on-device placements provided by Xiaomi to engage and promote Apps in Brazil. Magalu partnered with Xiaomi on a series of App featuring, such as their anniversary campaigns and mothers ‘day.
Placements such as interstitial, push notifications and lock screen brought high engagement by users, as impressions were delivered in exclusive daily packages on Xiaomi devices.
Featured on GetApps: Xiaomi has built an entire and proprietary ecosystem, including their own ad placements, payment solutions and app stores. AVOW partnered with Magalu and Xiaomi, providing an end-to-end service from integrations, to UA and down-funnel metrics for optimizations.
Xiaomi competes directly with Apple for #3 market share in Brazil, making it very relevant for any app developer to have its app published on stores aside from Google Play and the Apple App Store.
4Mio
Impressions per daily package
+8%
Banner CTR
30k+
Install Volume/Mo
3%
Purchase Rate
Dynamic Preloads Campaign
Dynamic Preloads, AKA Google PAI (Play Auto Install) is a tool that automatically downloads apps from the Play Store.
AVOW managed UA campaigns via Dynamic Preloads, from multiple mobile OEMs for Magalu. The user flow with Dynamic Preloads assures higher engagement compared to Traditional Preloads, since the user must opt-in for the to install the app during the initial set-up of their smartphone.
100K+
Install Volume/Mo.
3x
ROAS D30
The Challenge
Magalu had already utilized multiple channels for user acquisition and intented to diversify their reach by adding new inventory to their marketing mix. Magalu 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.
AVOW aimed to effectively scale investments in OEM inventories, whilst achieving exceptional results such as surpassing key performance indicators (KPIs), and delivering high-quality traffic that translated into an increased average basket (average purchase per user)
The Results
Magalu successfully scaled its investment in OEM media by 50% YoY, achieving extended reach and exposure while maintaining the cost of user acquisition at the client’s desired level;
Average Basket Increase: The campaign’s success extended beyond user acquisition, with the average basket per user experiencing a significant increase. as users were more likely to make higher-value purchases.
Lowest Fraud indicators: The user acquisition campaign with the OEMs provided fraud-free inventory. This highlighted the effectiveness of our fraud prevention measures and the trustworthiness of the acquired user base.
3x
Install Growth YoY
25%+
Increase on Avg Basket
15%+
ROAS target Exceeded
Client's quote
AVOW continuously introduces new ideas and innovative solutions for OEM inventories, with an approach that keeps us ahead of the curve in our advertising efforts. Their ability to identify and leverage opportunities in OEMs has been instrumental in diversifying our user acquisition investments and connecting with our target audience effectively. They have truly exceeded our expectations and have become a valuable asset to our marketing efforts.
Marina, Diogo e Gabriela- Marketing Team, Magalu
LOTTO24 Success with Mobile OEMs
LOTTO24 is the leading German online broker for state lotteries and other licensed lottery products. With the LOTTO24 app users can legally participate in many certified lotteries, such as LOTTO 6aus49 & Eurojackpot. Over 3.5 million people trust the services of LOTTO24 to win big prizes in Germany.
The Objective
LOTTO24 defined the goal of expanding its presence and awareness on mobile devices beyond their current advertising efforts.
The Strategy
LOTTO24 and AVOW partnered to create a tailored Media Plan focused on on-device mobile campaigns, for OEMs such as Xiaomi and Huawei where the LOTTO24 App was not yet available.
With that, LOTTO24 not only increased its presence in the market, but they also began interacting with a completely new userbase in the region.
An additional benefit in promoting LOTTO24 via OEMs was engaging with their exclusive ad formats and their alternative appstores, such as Xiaomi GetApps and Huawei AppGallery, beyond their current acquisition strategy via Google Play.
Focus on Huawei & AppGallery
AVOW leveraged a variety of on-device placements provided by Huawei to engage and promote the LOTTO24 app. Both teams worked together from initial setup and integration to the selection of creatives, resulting in a highly engaging & immersive user experience for Huawei smartphone users.
All performance KPIs were defined by LOTTO24, while AVOW and Huawei worked in tandem to select the best set of ads and targeting options to achieve the best possible purchase rates for lotteries and assure a high return on investment.
High Scale Tied to 3%+ Purchase Rates
Targeting & Optimizations (Performance)
Exclusive Ad Placements on Huawei
The Challenge
Germany has a large smartphone user base, with over 75 million users according to Statista. The Duopoly of Apple and Samsung has started to waver, with major OEMs such as OPPO, Vivo, Xiaomi and Huawei making huge inroads into the German mobile market. Noticing this trend, LOTTO24 and AVOW partnered up to tap into this growing Android user base, promoting their app through tailor made campaigns for each mobile OEM and taking advantage of the unique formats and capabilities offered by them. Whilst adding new users was an essential part of the goal, a key part of the strategy was to also ensure that both existing and new users could engage with the product.
Incremental User Acquisition in Germany
App Promotion Customized for Each OEM
Performance Buying and KPI Goals
The Result
AVOW augmented LOTTO24’s efforts in user acquisition by presenting new alternatives of ad inventory through custom on-device campaigns on Xiaomi and Huawei and their alternative appstores in Germany.
Beyond app install campaigns, results surpassed down-funnel performance KPIs defined in the partnership with AVOW. Within the first 6 months, LOTTO24 saw a 170% increase in the volume of installs, with eCPA (acquisition cost) reduced by ½.
170%
Installs volume increase
50%
eCPA reduction in 6 months
Client's quote
AVOW added high value in our user acquisition strategy by constantly presenting new opportunities to promote our app through additional smartphone brands. Their service covers everything from initial integration with the OEMs and their app stores, to media planning and execution; with a focus on high engagement and a particular focus on our seasonal dates for special jackpot events.
Nils Arlt – App UA & ASO, LOTTO24
Get Color by Zephyr Mobile
Zephyr Mobile creates mindful games that help users reduce stress, calm the mind, relieve anxiety and encourage relaxation. They focus on innovation, proactive implementation and offering a rich user experience.
The Objective
Zephyr’s games are available in multiple countries and languages, and are popular all around the world. Zephyr partnered with AVOW to find new ways to scale, including exploring new sources of ad inventory which could complement their existing activities on search, social and programmatic.
The Strategy
AVOW leveraged its partnership with Xiaomi for Zephyr’s UA strategy. The smartphone manufacturer reached over 70% market growth last year, surpassing Samsung in distribution numbers. It’s also one of the mobile OEMs with the highest reach in Europe, a key region for Zephyr’s strategy.
All campaigns were tied to a performance-based model, rather than CPM or CPC buying: AVOW worked together with Zephyr to define down-funnel engagement events for optimizations, such as activity levels and ROAS.
The Result
AVOW quickly became a key partner for Zephyr’s user acquisition strategy, unlocking untapped inventory and managing complex campaigns in more than 30 countries.
AVOW were able to meet Zephyr’s ambitious engagement and performance metrics by selecting the right target audience on Xiaomi smartphones, and providing a single point of service to manage all optimizations.
The Challenge
Along with finding new ad inventory and formats, Zephyr needed a centralized team that could provide key insights around the OEMs landscape while managing complex multi-geo campaigns.
AVOW concentrated their growth strategy on Xiaomi devices across 30 different countries, focusing on two titles under Zephyr’s portfolio: Get Color and Hey Color.
AVOW was careful not to overlap with Zephyr’s existing UA partners. AVOW also suggested a risk-free performance model, and zero fraud tracked on the MMP, as OEMs use their own PMPs within each smartphone – without any third-party traffic.
High Scale Growth via OEM Inventory
Tailored Buying Model (Performance)
Private Ad Placementson Xiaomi Smartphones
Client's quote
We are very satisfied with our partnership with AVOW: the team is extremely knowledgeable about the OEM industry and its potential, and seamlessly managed our campaigns across over 30 countries. They undoubtedly played a key role in our global user acquisition activity.
Vladimir Yarkin – CMO, Zephyr Mobile
EXNESS SUCCESS via Mobile OEM
The Exness Group is an international, award-winning retail forex broker founded in 2008. With a deep understanding of traders’ needs, the forex company provides accessible, stable, and reliable brokerage services through the use of modern trading and investment technologies.
The Objective
As the app was already available in multiple countries and languages, Exness partnered with AVOW to increase its global user reach through mobile OEM user acquisition campaigns to elevate their audience mix. Beyond installs, both AVOW and Exness designed additional metrics to measure performance of each campaign, continuously striving for the highest in-app activity after installs, engagement and monetization.
The Strategy
AVOW partnered with Exness to launch two different apps to expand across multiple countries. In order to monitor performance for the whole activity. AVOW and Exness, together, tailored a model based on cost per user registration and quality metrics based on return over investment.
As for the media inventory, AVOW was the single point of contact for Exness, from the initial integration with each mobile OEM and its specifics to campaign creation, set up & monitoring.
Different apps of Exness were promoted extensively based on specific terms, and regulations of each country and mobile OEM for trading app – a strategy continuously aligned between AVOW and Exness.
The Result
AVOW bridged the new and untapped inventory with the right strategy in place and became a key partner for Exness towards fulfilling their user acquisition goals on mobile OEM alternative app stores and assured the highest return over investment at a risk-free cost-per-event model.
The Challenge
Clients of the Exness Group have the opportunity to trade forex currency pairs, precious metals, and CFDs, under some of the best trading conditions the industry has to offer, including instant withdrawal of profits and outstanding order execution.
On top of the highest competition for users between fintech apps in each market, Exness intended to add new sources of inventory without overlapping to its existing mobile marketing mix. and to stay ahead of the curve.
Moreover, it required additional service coordination from AVOW, functioning as the mobile OEM specialist and single point of contact for Exness while working with multiple apps of Exness across countries globally.
+40
countries tapped
4
OEMs connected
+250k
Monthly Installs
30%
App Engagement
90%
ROAS in the Last Quarter
Client's quote
“AVOW plays a key role in our global activity by being the central point of user acquisition within mobile OEMs. The team understand the performance business perfectly, while constantly brings updates of new formats and campaign insights so we can continue scaling activity. For us, it makes a lot of sense to run activities via AVOW rather than talk to multiple partners at the same time.”
Esteban Jimenez – Growth Team Lead, Exness
Kumu Success via OEM inventory in SEA
Kumu aspires to be a “super app” for Filipinos around the world – integrating live streaming, video chats and gaming, with plans to add online payments and e-commerce functions, too. Kumu’s upcoming features include a live ecommerce platform that allows users to buy items during live streams, giving content creators an additional source of revenue.
The Objective
AVOW consulted Kumu in exploring new, alternative user acquisition sources for its app in the Philippines. The brand wanted to scout alternative ad inventory apart from their traditional channels to increase their user audience.
The Strategy
AVOW deployed its mobile OEM partnerships, with Huawei Ads, Xiaomi, Vivo and Oppo to augment Kumu ́s mobile user acquisition activity, reaching into untapped alternative inventory in the Philippines.
Alternative app stores such as Huawei AppGallery and GetApps have a massive user base globally and major app developers like Kumu can benefit from their huge reach and organic installs simply by uploading their app on alternative app stores with AVOW’s expertise – thus, empowering them to leverage untapped and relevant new users in their key markets with an increased engagement.
The Result
Through AVOW’s exclusive mobile OEM partnerships, Kumu managed to reach a vast untapped audience in the Philippines. Mobile OEM inventory showed that not only it can increase app awareness and organic installs, but also present the highest level of engagement and retention of users for Kumu ́s App.
The Challenge
As COVID-19 forced the government in Philippines and other SEA countries to place strict lockdowns throughout regions, it enabled people to use digital services more than ever. Entertainment and other segments such as Fintech reported a massive spike in downloads of their mobile apps.
To address this growing demand in online products and services, Kumu introduced many new features to host online events – resulting in over 3 million registered users and about 25,000 live streams being broadcasted each day. Kumu wanted to leverage alternative app stores to increase their user audience to make their new features accessible to larger audience within Philippines region.
4
Major mobile OEMs running campaigns
+500M
Ad impressions via mobile OEMs in ́22
57%
Improvement in CPD (cost per download)
+60%
App Engagement
Client's quote
“AVOW offers a great solution and service to scale our mobile marketing efforts by aggregating alternative advertising inventory through their strong mobile OEMs partnerships.”
Alex Tshering – Chief Growth Officer, Kumu
OctaFX’s Success with Mobile OEM
OctaFX offers a state-of-the-art trading experience to over 7 million trading accounts worldwide. The company is well known for its social and charitable activities, such as supporting infrastructure and humanitarian projects in many joint ventures.
The Objective
With a higher demand of users trading globally, OctaFX planned to expand its services and acquire users overseas. The strategy was to tackle both high pace markets for trading (such as India, Indonesia and MY) and develop entry regions like Nigeria and South Africa. This required OctaFX to target active users that were willing to trade.
The Strategy
AVOW leveraged its partnership with Xiaomi and Vivo global to acquire untapped audience for OctaFX. Acting as a one-stop solution for the client, AVOW was able to run offers on different OEMs while avoiding overlap and price competition within the client´s existing UA operations.
Our reach enables us to access over 70% of Android devices in SEA and 90% in India. There are also unique targeting possibilities such as Appographic, which allowed AVOW to run ads on devices that were already using multiple trading apps. OctaFX could then thrive in a competitive market with its exclusive product offering.
The Result
Working together, OctaFX and AVOW were able to reach untapped ad placements in countries such as Indonesia, India, Malaysia, Nigeria and South Africa.
The Challenge
Finding incrementality within OctaFX’s existing marketing mix was the primary goal. AVOW enabled OctaFX to acquire new users via ads running on the most used device manufactures in APAC. That translates into bringing new and targeted users on a performance basis – entirely free of ad fraud.
+3
OEMs managed by AVOW
+13
Geos
<1%
Rejection Rate (installs)
>150%
Highest ROAS
Client's quote
“AVOW was our chosen partner to run all media buying Ads on OEM Devices in APAC and Africa. They are our extended team of mobile User Acquisition and we couldn’t be more satisfied!”
Ruslan Dzhusupov CPA Manager, OctaFX
BYJU's Success Story via Mobile OEM inventory
BYJU’S – The Learning App, is India’s largest online learning program! A perfect blend of engaging video lessons and personalized learning. It has amassed over 80 million users, 5.5 million of whom are paying subscribers. BYJU’s is currently the second most valuable startup in India.
The Objective
As the pandemic accelerated the adoption of online learning services in India, BYJU’s emerged as the main education platform in the country and created a program that brought students on a personalized learning journey. The goal of BYJU’s was to expand its services to the highest amount of users and engage those with online courses sign ups.
The Strategy
AVOW played a key role when consulting BYJU’s on its media plan to acquire the highest number of new users in India, while keeping healthy engagement rates and ROI.
For that we leveraged, as one stop solution, opportunities of running Ads in various OEMs at once. Students were impacted directly when holding mobile phones from Xiaomi, Samsung, Vivo and Oppo brands, while their best AdFormats were optimized daily, with focus on ROI.
On top of this, BYJU’s counted with tailored targeting strategy by AVOW, which used deterministic data capabilities based on demographics, gender, appographic/ app category and high-end device models.
The Result
BYJU’s and AVOW partnered as one of top 3 larger operations to finding potential students for BYJU’s online courses. The majority of students signed up for their top courses, surpassing clients expectations on app engagement and Return over Investment – A truly successful campaign!
The Challenge
“It took a pandemic for most stakeholders to try out digital learning. Parents are now accepting the online segment more than before.” said Raveendran to Techcrunch, CEO of BYJU’s.
Education apps have emerged as a new category recently due to the pandemic, meaning that a challenging scenario has been created for marketeers where, finding the right tune between performance campaigns, pricing and measuring ROI effectively is key.
Also, making sure that you are impacting the highest number and the right users in the country, allows sustainable growth where engagement is mandatory. When a market such as India adapts to a new service, potential online students can be found in any device.
+300K
App installs in India
+30%
App engagement (registrations)
+80%
Reach of Android devices in India
Client's quote
“AVOW is a very relevant partner for BYJU’s where we outsource a large portion of our User Acquisition activity. Working with AVOW allows us to reach several OEMs at once, saving time and resources, compared to buying from multiple channels. AVOW is very experienced in anything related to performance marketing and is always there to help us scale our campaigns. “
Amit Raman – Digital Marketing Lead BYJU’s
ASTRAPAY'S success with Mobile OEM inventory in SEA
AstraPay is one of SEA’s leading digital wallet apps, providing a range of services to simplify its users’ digital transactions and daily financial needs. From the AstraPay app, users can carry out everything from their electicity bill to health insurance payments. .
The Objective
AVOW leveraged its exclusive partnerships and ad formats with key OEMs throughout SEA to boost AstraPay’s user acquisition efforts. AVOW ensured engagement KPIs were consistently met through a combination of untapped inventory, exclusive ad formats and performance buying models – all while preventing fraudulent traffic.
The Strategy
AVOW introduced new inventory to AstraPay’s user acquisition mix by leveraging unique ad formats and inventory acquired through its OEM partnerships with Vivo, Oppo and Xiaomi. Advertisers in the fintech space have largely overlooked these device manufactures, although they represent over 66% market share in Southeast Asia – offering a huge pool of untapped users. AVOW became AstraPay’s one-stop-shop solution for OEM inventory, allowing pure performance bids on CPI, consistently hitting engagement goals for user registration and registering zero instances of ad fraud.
The Result
AstraPay and AVOW reached new audiences via on-device OEMs, including Xiaomi, Vivo and Oppo. AVOW also ensured AstraPay achieved incremental user acquisition gains with high engagement rates specifically in Indonesia – one of the most competitive markets in SEA.
The Challenge
As the fintech space grows and becomes increasingly competitive, staying ahead and finding new users can be a daunting task. AstraPay turned to AVOW to help them scale in new, alternative channels. AVOW focused on targeting new users through its partnerships with Xiaomi, Vivo and Oppo, adding incremental user acquisition to AstraPay’s existing marketing mix.
+30Mi
impressions across new channels & ad formats
+45%
App engagement (registrations)
0
Instances of fraud
Client's quote
“AVOW became a strategic partner for AstraPay within weeks. By assessing untapped OEM channels and ad formats, they were able to drive incremental user acquisition on top of our existing marketing mix. Best of all, AVOW helped us achieve very healthy KPIs on engagement, with zero instances of ad fraud – a rarity in the region nowadays!”
Amar Ibrahim, VP of Marketing
Joom's Success with Mobile OEM Inventory
The European pioneer in social e-commerce. Joom is a global marketplace selling products from Europe and Asia directly to buyers in more than 150 countries. It specializes in quality goods at low prices. They aim to simplify the shopping experience by offering a range of exclusive deals to their clients from home decor to accessories and even special gifts.
The Objective
As a popular e-commerce app, Joom has massive activity on both paid and non-paid media/advertising. While looking for incremental activity at scale, Joom´s market efforts are highly driven by performance, meaning that every single ad spend must revert into engagement and purchases within the app.
The Strategy
AVOW leveraged its partnership with Xiaomi, which presented 70%+ market growth last year in Europe, to increase Joom’s penetration across the continent. This resulted in new banner ads inventory in specific EU and CIS markets which Joom wanted to penetrate. AVOW improved user engagement and performance by selecting the right target groups for media buying, surpassing the clients KPI goals by using real-time optimization through AVOW performance optimizer (APO).
The Result
Working together, Joom and AVOW were able to reach untapped ad placements in many countries including Russia, Spain Germany and France.
The Challenge
Acquire users from OEM untapped inventory, meaning incremental user acquisition efforts, aside from the traditional mix of channels promoting Joom App, or any overlap within Joom UA strategy and partners. Optimize UA activities while developing together a full-strategy around new KPI’s, and understanding new/exclusive business model to operate.
+60K
Monthly Installs
+15K
Purchases
10
Activated Geos
>150%
ROAS
Client's quote
“AVOW was able to acquire users for Joom on a high scale, consistently surpassing our KPIs on engagement and compliance via OEM Inventory.”
Mikhail Biteryakov, Business Analyst
Olymp Trade untaps global incremental UA
OlympTrade is an international-level broker. With more than 30000 traders from over 50 countries, making over 5 million trades daily. Trades are traditional currency pairs, cryptocurrency, stocks, indices and commodities – all in one App, available for both Android and iOS devices.
The Objective
As one of the most used trading apps in the market and with a reputation for being one of the best, Olymp Trade needed to diversify their user aquistion (UA) strategy to attract new users. Olymptrade partnered with AVOW to find alternative channels to add to its UA mix, all on performance basis, with full control around buying Ad Formats, compliance and with an increased ROAS.
The Strategy
AVOW added new inventory to Olymp Trade´s UA mix by leveraging unique ad formats and inventory acquired through its OEM partnerships. OEMs such as Xiaomi presented the highest market penetration in emerging regions such as CIS, India, SEA and LATAM this year, representing the trendiest opportunity to be explored, while assuring scale and transparency. Moreover, AVOW’s unique APO system allowed real time optimization of the inventory across all channels, ensuring Olymp Trade’s desired ROAS is met.
The Result
Working together, Olymp Trade and AVOW reached incremental user acquisition via an untapped on-device OEM audience, in over 20 Countries, while maintaining the lowest level of ad fraud the client has experienced.
The Challenge
Fintech applications are experiencing a boom of engagement this year and, while customers are more likely to trade via mobile, brands advertise through various media channels in order to find higher market penetration globally. High competition for Fintech users in each market required full understanding of inventory opportunities and tailored business models, ensuring scale at sustainable ROAS for Olymp Trade.
+30K
Monthly Installs
+10K
Registrations
>30%
App Engagement
<5%
Rejection Rate
Client's quote
“AVOW became one of our key partners for user acquisition globally, providing full transparency and high level of registrations and deposits for Olymp Trade. Together, we managed to increase our levels of user acquisition via a tailored business model based on app engagement.”
Tatyana Schuchkina
Team Leader, Mobile Department
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