Mobile advertisers to unlock the potential of OEM APP stores to influence the digital population

Mobile advertisers to unlock the potential of OEM APP stores to influence the digital population

Globally, there has been an increase in the number of smartphone users, in the Asia-Pacific region alone, for example, users have increased significantly from around 800 million in 2014 to more than 1,400 million in 2019. The number of smartphone users in India estimated to reach over 748 million in 2020 (, has already crossed the 500 million mark and reached a penetration rate of 54%, with an estimate to reach 96% by 2040.

As the number of users increases, so does the amount of smartphone software. Digital apps are becoming an integral part of our lives. These apps have transformed our lives because of the ease, convenience, comfort and pace it extends to our daily lives. By simply downloading an app, one is given the ability to use the smartphone in ways that were unprecedented. This rapid adoption and seamless integration of apps into our lives has made it impossible to imagine life without them. From social to work to gaming to health to shopping; the options are countless. It’s clear, then, that apps will remain hugely popular for years to come, and it’s hard to figure out what kind of technology, if at all, will topple them from their current position.

This has certainly led to the rise of the App market or the App economy. Coined in the 2010s, the app economy refers to the smartphone and tablet revolution where a mobile application is available for just about everything.

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With more than a billion downloads, India took the place of the fastest growing app market in the world in 2020 ( & Adjust). The digitization and introduction of online technology was further driven by Covid 19 and several shutdowns across the country. Despite being a turbulent year, a number of digital app startups emerged and several unicorns were born in the country, proving yet again that mobile is an incredibly resilient industry. Around 12 unicorns came up in India in 2020 and there were 60 startups by August 2021. These unicorns come from various categories like fintech, e-commerce, ed-tech platforms and many more. It is expected that these numbers will grow even more soon.

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This massive increase in the number of apps has led to an increased effort from each of them to drive installs and increase MAUs (monthly active users). Apps are trying to tap into this huge opportunity due to the rapidly increasing mobile penetration in India. However, not all app verticals grow at the same rate, so having the right strategy to grow your user base is extremely important. Google and Facebook are not the only panacea for all marketers’ needs. Many brands realize that planning user acquisition strategies that are effective with less hassle and yet cost-effective can be a difficult task at times.

Google and Facebook can offer lower CPI (cost per install) price in the initial phase, especially when the user base is below 500K or 1 million depending on the category. However, the price increases dramatically once that threshold is reached. Additionally, a lot of fraud comes in this quest to drive installs and expand MAU to a higher rate. This is where smartphone OEMs are beautifully integrated into the expansion strategy. Since OEM publishers cover the entire smartphone user base, they are the right partners to acquire a large number of new users in the short term at a fixed price without traffic overlap issues. All OEMs have their own app stores. This ensures the desired targeting and results in both the desired quantity and quality of users. Most importantly, the install campaign can only be delivered to users who haven’t installed a particular app yet, further optimizing the budget spent and increasing ROI.

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But dealing with multiple OEM app stores like Xiaomi, Vivo, OPPO, Samsung, Huawei, Transsion, etc. can be a tough request for a marketer as different OEMs have different policies and testing processes. This is where an OEM Consolidator specialist comes into play. The consolidator can provide a one-stop service across all OEM publishers, including app uploading, over-the-air pre-installation, user acquisition, optimization and brand awareness in smartphone app stores. It helps advertisers and app developers shorten the app upload process on the OEM Appstore, reduce the risk of rejection, control user acquisition costs and gain more exposure in the OEM Appstore.

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The rapid digitization has ensured that more and more brands are switching to a mobile-first strategy to reach consumers. This rapid change means that while there will be challenges, they will also be great opportunities for growth. Various reports estimate that by 2022, India will have 37.2 billion downloads a year, a growth rate of 207%, making it the fastest growing app market in the world. The challenge for the marketer today is not only to target and re-target the right consumer, but also to do it at the right time, in the right place and in the right context. This is where performance based marketing is needed, so that it can increase the conversion of new buyers in new markets with lower costs, lower risk as well as higher returns.

Therefore, it is key to be more data-driven with the ability to adapt the needs of different target consumers in different channels and increase conversion and customer acquisition.

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It is a common belief that consumers will never go back to pre-covid times or habits. Therefore, this is the most opportune time for marketers to adapt to changes and consider new targeted strategies to capture consumers’ attention and shape their behavior. The aggressive pace of growth of India’s digital ecosystem is also evident from the trends across OTTs and VoDs, all of which indicate one thing unanimously and that is that media spend will never be the same.

The present and the future is absolutely DIGITAL, so mobile advertisers must not save the opportunity to unlock the potential of the Appstore.

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