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Tag: Ashwin Shekhar

  • Summer Olympics in Paris heats up mobile advertising opportunities

    Summer Olympics in Paris heats up mobile advertising opportunities

    Mumbai: 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 per cent increase in digital viewers and a 139 per cent 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 per cent 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 per cent) and e-commerce apps (54 per cent) 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 per cent 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 utilise 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 exclusive partnerships with mobile OEM inventories such as Xiaomi, Huawei, Oppo, Vivo, OnePlus, Realme, and Transsion, some leading players offer unparalleled opportunities for targeted user acquisition.

    This article has been authored by AVOW co-founder and CRO Ashwin Shekhar,

  • AVOW joins forces with former GameBake team, forming KYLN

    AVOW joins forces with former GameBake team, forming KYLN

    Mumbai: AVOW, the award-winning, global app growth company specializing in mobile OEM advertising, announced today the setup of a new company with the previous GameBake founders, forming KYLN, a premium multi-channel distribution platform for game & app developers. This strategic collaboration between AVOW and KYLN (formerly GameBake) aims at redefining mobile marketing strategies and advocating for the inclusion of mobile OEMs to enhance marketing efficacy.

    This integration seamlessly complements AVOW’s existing offering of premium mobile OEM advertising inventory from industry giants such as Xiaomi, OPPO, Huawei, Samsung, Transsion, and Vivo.

    AVOW and KYLN are committed to unlocking new user bases beyond the traditional Apple App Store and Google Play Store, focusing on “Alternative App Stores” and other platforms to capture the attention of billions of potential users worldwide. Notably, Android OEMs and Alternative App Stores comprise over 80 per cent of global mobile phones, offering app developers substantial opportunities. This is particularly critical in mobile gaming, the largest app vertical, with global app install advertising spend projected to reach $94.9 billion by 2025, according to AppsFlyer.

    AVOW co-founder and CRO Ashwin Shekhar comments, “We’re excited to collaborate on KYLN and extend a warm welcome to an exceptionally dynamic team and their inventive solutions within AVOW. Together, we’re proud to offer a comprehensive solution unlike any other worldwide, seamlessly delivering both app distribution and user acquisition services. This distinctive blend positions us uniquely within the mobile industry landscape.”

    Key Features of the KYLN Platform:

    1   Integration free: Ensures a lightweight app experience by negating the need for SDK integrations.

    2   Private Source Code: Maintains the confidentiality of source code, differentiating KYLN from other platforms.

    3   Transparency and Choice: Affords partners complete control over their game deployment strategies and ensures visibility of their brand across multiple stores. All operational data is shared with partners through a comprehensive dashboard.

    KYLN CEO Michael Hudson said, “I truly believe that by combining the expertise of mobile OEM advertising specialists from AVOW with our technology, we can take KYLN to new heights – massively simplifying the access to alternative app stores for game & app developers across geographies.”

    The formation of KYLN is another milestone in AVOW’s mission to drive industry innovation, making mobile OEM advertising accessible for brands and apps while remaining performance-oriented. This follows the previous launch of AVOW’s proprietary technology, AVOW Intelligence – a tool developed to revolutionize mobile OEM advertising by offering a smart and holistic view of media inventory across premium mobile OEMs.

    AVOW collaborates with a diverse array of app developers and brands spanning various industries such as Tripledot, Exness, Amazon Prime Video, LOTTO24, AirAsia, Didi Group, Unico Studio, KUMU, OctaFX, JOOM, Kredivo, Navi, Zephyr Mobile.

  • Unlock winning formula of Mobile OEM Advertising in 2024 and beyond

    Unlock winning formula of Mobile OEM Advertising in 2024 and beyond

    Mumbai: In today’s digital age, mobile advertising has emerged as a dominant force in the marketing landscape. Growing at a CAGR of 22 per cent, the 931 million current smartphone users in India are expected to reach 1.1 billion by 2025. In fact the smartphone penetration rate in India will be close to 71 per cent by the end of 2023 (Source: Statista). With over 1.5 billion daily active users, 10 million monthly installs, and leading our mobile OEM market players such as Xiaomi, Huawei, Oppo, OnePlus, Realme Transsion and Vivo had shipped over 228 million phones in the first half of 2023 alone.

    Mobile OEM advertising is certainly operating at the industry’s frontier –

    Brands are rightfully harnessing the power of mobile OEM advertising to reach their target audience effectively. For marketers and advertisers at this point of time, the best means of accessing mobile OEM advertising is via one of their trusted partners to reach the end destination- a growth market of exponential opportunities.  

    However, an essential aspect of mobile OEM advertising that any advertiser or marketer should consider before entering this sphere is media buying.

    Where does media buying stand in the world of mobile OEM advertising in 2024, what does it entail, and how is data and technology playing a huge role when it comes to successful media buying? In light of brands aiming to succeed in the competitive digital arena, marketers must understand its significance at the outset of this new year.

    The importance and relevance of media buying in the world of mobile OEM advertising –

    In mobile OEM advertising, media buying specifically refers to the process of securing ad placements on mobile OEM devices, apps, or in-app advertisements targeting a desired audience. As such, in order to optimise return on ad spends (ROAS) and achieve desired marketing objectives, careful consideration and meticulous planning are required.  

    It’s time to leverage the power of technology, Smart KPI’s and campaign optimisations but not without the right partnership….

    A major pain point for mobile marketers continues to be the limitation of individually buying OEM advertising inventory from different OEMs- a process which is cumbersome and doesn’t offer complete views of their marketing campaign performance. Additionally, optimising the campaigns across multiple OEM platforms without being able to consolidate them into one tool is also a challenge.

    Leading global app growth companies have innovated to offer a first of its kind tool which processes immense amounts of data from multiple OEMs and mobile measurement partners (MMPs), bridging the gap between media buyers and data and providing invaluable insights and analysis for making real- time data-driven decisions. Not just that, these next gen tools can optimize the best OEM advertising inventory, measuring them against app-specific KPIs and desired engagement levels. Mobile marketers can now access an in-depth understanding of how each ad placement behaves and whether it aligns with their objectives or not.

    While many companies insist on a cost per install (CPI) model, these dynamic app-growth companies leverage both its people and technology to optimise for down funnel events. This means that such companies focus on the outcomes beyond the initial install, such as in-app purchases, sign-ups, and/or subscriptions. And by accepting down funnel events, they also demonstrate a deeper understanding of the user journey, thereby helping cultivate campaigns that are optimised for meaningful, long-term results.

    Brands should strive to partner with such players as it is this sort of strategic difference which sets these OEM centric app growth companies apart thereby driving unparalleled performance for brands. Simply having the right tech and people isn’t enough; which is why these tech companies also help to build their client’s campaign’s success by adhering to smart KPIs designated for media buying and campaign optimisations. In 2024, marketers must know what all to consider….

    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.

    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 brands must define their objectives together with their app growth marketing companies so that they can plan and optimize the campaign, including for down funnel events.

    Choose the right Ad formats –

    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 a brand’s target audience’s preferences (along with their 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.

    A/B Testing and 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.

    Understanding macro factors and performance –

    Several macro factors come into play when it comes to the success of media buying. One such macro factor is that of seasonality and the knock-on effect it has on media buying and the campaign’s success as a whole. Identifying high-peak times like Diwali or Christmas is key to crafting a successful marketing campaign for your mobile apps.

    A strong media buying team excels in adjusting bids on original equipment manufacturer (OEM) platforms based on seasonality, ensuring optimal ad placements. This includes predicting peak periods and striking early deals with mobile OEMs before the seasonal surge – a proactive approach that secures the best price for your ad campaigns and makes that ad dollar stretch further. The importance of having a skilled media buying team that understands these nuanced macro factors in multiple regions around the world, cannot be overstated.

    Media buying + tech + smart KPIs = winning Formula –

    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 optimise their campaigns, enhance brand visibility, and drive measurable results. Leading app growth marketing companies specialising in mobile OEM advertising offer cutting edge innovative proprietary tools which act as true trailblazers allowing them to analyse and react to data in real time, optimise campaigns, and focus on down funnel events. Their knowledge, skills, and unique tools empowers them to drive exceptional performance and achieve tangible results for mobile advertisers.

    Mobile advertisers must look at partnering with app growth marketing companies who cannot just optimize campaigns, minimise risk, but also capitalise on platform differences, to offer their campaigns a strategic edge. 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.

    ( The author is Co-founder and CRO of AVOW) 
     

  • AVOW appoints Melissa Bohlsen as its new chief marketing officer

    AVOW appoints Melissa Bohlsen as its new chief marketing officer

    Mumbia:  AVOW, the award-winning global app-growth company specializing in mobile OEM advertising, announced today the appointment of Melissa Bohlsen as its new chief marketing officer (CMO). An industry veteran, Melissa takes charge of nurturing AVOW’s India and global marketing team, and will also lead all Go-to-Market, communications, events, branding, digital, and endeavors with the aim to position AVOW as a household name in the mobile OEM marketing ecosystem in India and other geographies. The addition of her inimitable talent to the company’s C-suite is a pivotal moment for AVOW, cementing both its unwavering commitment to global expansion and excellence.

    Melissa joins AVOW with 15+ years of experience with an extensive focus on global mobile marketing growth strategies for pivotal regions, including INSEA, Japan, USA, and China.  Before AVOW, Melissa held the position of vice president of marketing at Adjust, the mobile attribution and analytics behemoth acquired by Applovin for a remarkable $1 billion, where she managed the global marketing operation overseeing a team of 50+ marketers. Prior to Adjust, she was instrumental in shaping marketing strategies at Boston Consulting Group’s Digital Ventures in Germany, and was also the global marketing director for Glispa, which was sold in a $100 million acquisition.

    AVOW co-founder and CRO Ashwin Shekhar commenting on the appointment says, “Having Melissa join our C-suite ranks is truly a milestone moment for AVOW as we gear up for our next phase. Her acumen in mobile marketing is second to none. With her impressive leadership experience, she is uniquely positioned to empower AVOW to fulfill its ambition of revolutionizing the mobile OEM market in India and other global markets. I am confident that with her at the helm, we will continue our growth trajectory and set new benchmarks in the industry.”

    Shekhar further added, “AVOW is on a hyper-growth path in the mobile OEM marketing space. In India, we have successfully worked with prominent industry players including Amazon Prime, Navi, Zupee, Unacademy, Paytm, Swiggy, JioMart, MPL, Byju’s, Matrimony.com and upGrad offering incremental user growth and engagement for their mobile apps. We are committed to making mobile OEM advertising accessible for brands and apps while remaining performance-oriented in a dynamic market like India”.

    On her new role, Bohlsen said, “I’ve always admired AVOW’s pioneering approach in mobile advertising. Their robust growth ethos and penchant for innovation, combined with a firm commitment to their customers, makes this a truly exciting journey that I am thrilled to be a part of. In India, players within the financial, health, edutech, gaming, and m-commerce sectors are showing a steady interest in mobile OEM advertising. Strengthening the company’s status as the most viable and lucrative advertising alternative to traditional play stores will be on top of my agenda.”

     

  • It’s time for mobile marketers to strategically make the most of the peak shopping fiesta this holiday season

    It’s time for mobile marketers to strategically make the most of the peak shopping fiesta this holiday season

    Mumbai: The holiday season, filled with festivals and shopping bonanzas, provides an unmissable opportunity for marketers to amplify their brand presence and boost sales. With the proliferation of mobile usage, marketers are increasingly leaning towards mobile platforms to launch their campaigns and promotions. Mobile marketers can harness the potential of the holiday shopping season by engaging with customers during major events and holidays which will soon kickstart with Diwali and go all the way till Christmas.

    At the onset, it is important for marketers to get a thorough understanding on the current status of the peak shopping season.

    We can already see a spike in consumer spending, a phenomenon which will further accelerate as we get closer to the festival of lights, Diwali culminating in Christmas, making it an opportune moment for mobile marketers to initiate campaigns that reverberate with the festive spirit..

    In 2022, Diwali witnessed a remarkable 60% of all online sales transacted via mobile
    platforms, with projections escalating this figure to 70% this year. 3 of the top 10 downloaded apps during Diwali last year were shopping apps, with shopping apps installs and sessions close to 50% and 15% higher respectively, as compared to the 2022 average. Noticeably, weekdays accounted for 48% and 60% of installs and sessions respectively. It was observed that most shopping app installs and sessions occurred four weeks after Diwali,

    It has become imperative for brands to ensure that a mobile user’s journey is seamless, intuitive, and festively engaging to capitalize on the colossal waves of the holiday shopping season.

    Collaborating with Mobile OEMs and Alternative App Stores is the way to go and here’s why.

    Offer Exclusive Deals

    Collaborate with mobile Original Equipment Manufacturers (OEMs) such as Xiaomi, Huawei, OPPO, Vivo, OnePlus, realme, Itel, Tecno and Infinix to offer exclusive deals and promotions on their platforms. Special app bundles, exclusive in-app purchases, or early access to sales for specific device users can amplify customer acquisition.

    App Store Optimization (ASO)

    Optimize app listings on alternative app stores by focusing on keywords and descriptions that align with holiday shopping trends. An effective ASO strategy, complemented by compelling visuals and app store featuring, can enhance app visibility and downloads.

    App Store Featuring

    Brands can get their app featured on the alternative app stores through special mobile OEM collaborations. This could be a banner featuring their app on the main page, their app appearing as a recommended or featured app, or even as a special feature of their app as part of the holiday or sale season.

    Develop Co-branded Campaigns

    Engage in co-branded campaigns with OEMs to harness their user base. Crafting campaigns that intertwine abrand’s offerings with the OEM’s products can create a mutually beneficial marketing dynamic.

    Equally important is to put in place a solid set of strategies to Optimize Mobile Marketing during the peak shopping season

    Develop Engaging App Content and Interfaces

    Develop an app that resonates with the festive mood by incorporating thematic designs, user-friendly interfaces, and festive content. Tailoring app experiences to the specificities of each holiday (e.g., incorporating Diwali-themed visuals or Christmas-inspired interfaces) can augment user engagement.

    Leverage Personalized Push Notifications

    Deploy personalized push notifications that align with the holiday theme. Messages highlighting limited-time offers, exclusive discounts, or special holiday bundles can induce urgency among consumers and drive app engagements and purchases.

    Implement Geotargeting Strategies

    Employ geotargeting to send location-specific offers and promotions. This strategy is particularly crucial during Diwali, where regional variations in celebrations might necessitate tailored marketing approaches.

    Utilizing Data-Driven Insights

    Leverage data analytics to comprehend user behavior and purchasing patterns. Insights derived from user data can inform marketing strategies, enabling marketers to craft campaigns that are resonant and effective. This is where a trusted partner working with mobile OEMs is crucial.

    Mobile OEMs are the Way Forward

    The amalgamation of strategic mobile marketing initiatives, collaborations with mobile OEMs, and a keen understanding of the holiday shopping seasons can create a mélange that propels brand visibility and user engagement. By combining the festive spirit with robust mobile marketing strategies, brands can etch memorable imprints on consumers, not just during the holiday season but beyond.

    Mobile marketers, while embedding their strategies within the cultural and emotional contexts of Diwali, and Christmas, should underscore values of joy, togetherness, and generosity, ultimately forging deeper connections with consumers and navigating them towards meaningful engagements and conversions.

    The author of this article is AVOW co-founder & CRO Ashwin Shekhar

  • GUEST ARTICLE: Mobile OEM advertising solutions are helping D2C brands ace their performance marketing game this festive season

    GUEST ARTICLE: Mobile OEM advertising solutions are helping D2C brands ace their performance marketing game this festive season

    Mumbai: Due to conservative market behaviour since March 2019, covid-19 has restricted businesses from taking a full-scale marketing approach. However, mobile user penetration has grown enormously since the same period in India due to the increase in usage of internet services and the affordability and economic viability of smartphones. The upsurge in the use of mobile technology has led to an accelerated growth in the consumption of D2C mobile apps. Moreover, with mobility and in-person interactions returning to life in 2022, consumer behaviour toward D2C brands is also drastically growing.

    As the festive season in India is about to hit the roof, D2C brands are expected to garner significant attention and demand, and consumer sentiment looks upbeat, particularly in tier I & II cities. For these brands, the expectation of such seasonality means growth in revenue through performance marketing, as consumer brands during special promotions and festivals in India are proven to generate more business.

    Boom expected in the post pandemic era…

    As per the ‘Second Festive Pulse Survey by The Trade Desk/Nasdaq: TTD,’ there will be a 68 per cent increase in Indian shoppers this festive season with nearly seven in 10 shoppers intending to shop on D2C sites. While observing the current trends, there is increased competition between D2C brands as they become more focused on their ad spends to maximise growth during this festive season despite the concerns over rising inflation.

    App marketing opens up avenues to acquire loyal users for D2C brands…

    Indian D2C brands are thriving with an omnichannel marketing avatar that includes a mix of DOOH, TV, and digital ads using search and social, print, and more. While measuring the success of traditional marketing methods is difficult, one can effectively measure the ROAS (return on ad spend) with performance marketing through mobile OEM (original equipment manufacturer) app marketing.

    Leveraging OEM app marketing strategies to acquire users during this peak festive period can give D2C brands a more lucrative ROAS and increase user engagement. In addition, with mobile OEMs, D2C marketers can tap into untapped audiences and help them unlock a newer and more efficient revenue stream.

    Mobile OEM advertising offered by mobile OEMs such as Xiaomi, Huawei, Oppo, Vivo, and Samsung can help D2C brands with enabling app discoverability: D2C brands can leverage appographic targeting to target users with similar apps and unique app interests beyond the category during the festive season.

    Appographic targeting with mobile OEMs is potent in providing high-value users and acts as a powerful strategy for app marketers.

    Better Visibility: To increase ad visibility during special promotions or festivals like Diwali in India, D2C mobile apps can take full advantage of “app store featuring” with display formats such as Splash and Interstitial ads. In addition, mobile OEMs offer unique ad placements for special shopping and discount cards during the festive season.

    Increased re-engagement: Few mobile OEMs offer down-the-funnel re-engagement for m-commerce apps with special placements during the festive season to regain static users who have been inactive on the app. For such occasions, featured custom placements are highly recommended for increased brand awareness. In addition, D2C apps can also get consultations about the kinds of creatives that best work for the festive season to get the maximum reach and engagement.

    Getting the most of your app marketing strategy for ‘22 festive season…

    While developing creatives for display ads, app marketers must be highly attentive to ensure that their brand resonates with the colour scheme and fonts. It best helps the users identify and engage with the brand. Secondly, since mobile media buying inventories get increased bidding from app advertisers during the festive period, D2C marketers need to book high-impact branding placements on a timely basis. Before the pricing increases, D2C marketers need to plan media buying effectively. Equally important is to explore PMP deals at private marketplaces with mobile OEMs where app marketers can bid on high-performance-based suggested inventories.

    As consumers buy more from brands directly from the brands’ websites or apps, D2C brands should rightfully leave no stone unturned to scale their app marketing efforts and get some fresh eyeballs with a positive outlook on engagement and retention.

    The author of this article is AVOW co-founder Ashwin Shekhar.