Smartphone inventory offers brands an escape from walled gardens


Mobile marketers face a number of hurdles. Regulators have cracked down on data collection, Apple has positioned itself as a privacy champion, and Google is killing the cookie. With such a loss in inventory value, marketers are turning to partnerships with original device manufacturers (OEMs) to escape the confines of walled gardens.

Samsung and Xiaomi’s ad platforms offer integrated inventory seen by hundreds of millions of monthly users. It doesn’t matter which social network, browser or adblocks you use. Let’s see how direct partnerships with manufacturers allow marketers to circumvent the diminishing mobile adaptations of major advertising platforms. Then reaching new audiences through home screens and other highly visible locations.

Apple and Google’s mobile ad options are shrinking

Following the release of Apple’s App Tracking Transparency Framework (ATT), iOS users must opt ​​in to allow apps to track them. This severely limits many of the tools that mobile marketers rely on for targeting and personalization. Apple always provides guaranteed personalized ad placements. However, this is only on its own applications and only if the user registers. These options follow a prompt which is much more friendly than opt-in messages presented for other applications.

Apple Search Ads only offers two placement options: a promotion displayed at the top of search results. Or, for advertisers paying for Apple Search Ads Advanced, at the top of the list of suggested apps. No option is provided to advertise apps elsewhere. This limits the audience to those who are already browsing the App Store and looking for apps.

Google — which is almost fully dependent on ad revenue – move more cautiously on Android. He announced Privacy Sandbox for Android, the phasing out of third-party cookies and the eventual replacement of Google Advertising ID (GAID), but also explores privacy-compliant targeting via topics and audience segmentation via FLEDGE. The impact of these changes on mobile advertising on Android remains to be seen.

The Advertising Opportunities of OEM Inventory

OEMs provide open ground for ad placement. For example, Samsung provides locations for recommended apps directly in the operating system as well as inventory in proprietary apps pre-installed on their smartphones. Most people don’t change their device’s default settings. This means that millions of users encounter OEM ad inventory multiple times a day.

Ads on Samsung are also more relevant than those displayed on iOS. Ads always take users’ interests into account and integrate with other Samsung devices through the Samsung Announcements Platform. Non-consenting users on iOS will not see relevant advertisements and are therefore less likely to pay attention to them.

All major OEMs, such as Xiaomi, Oppo, and Vivo, offer similar on-device and in-app ad placement options to secure additional revenue streams beyond the sale of the device itself. same. In addition to locations on pre-installed apps and home screens, there are mid announcements advertising platform offered by Xiaomi. Xiaomi is the third largest mobile phone manufacturer in the world. It reaches over 280 million monthly active users in over 200 regions. It makes the most popular seller in the growing Indian smartphone market.

Because these advertising platforms are provided directly by OEMs who have full control over user experiences on their devices, they provide advertising opportunities unaffected by Apple policies. On-device inventory can also bypass all but the most determined ad blockers, which are used by approx. 27 percent Web users.

Apple is just another OEM in APAC

Apple enjoys a 57 percent market share in Australia. Marketers might fall into the trap of assuming that the entire target audience does too. The reality for the region as a whole is quite different. In Asia, Samsung takes first place with 25 percent in market share, Xiaomi takes 18 percent. Apple comes in third at 17 percent. Even in Australia, a significant portion of the population is beyond the reach of Apple’s IOS system. These users are in inventory scope through a different OEM.

We could even see Android OEMs gaining ground in markets traditionally secured by Apple. Inflation hit the US and UK 40 years tall. Europe planned for 8.6% inflation. Australia against its own cost of living crisis. As such, consumers will be much more price sensitive in their purchasing decisions. In such a climate, Apple’s high-end positioning for its products could backfire. That could entice more consumers to opt for cheaper Android OEMs — and all the advertising inventory that comes with them.

OEM advertising offers a wealth of opportunities for mobile marketers tired of seeing their mobile budgets shaken by constant changes in advertising policy. Especially those working on campaigns in regions where Apple is just another player. Additionally, this inventory is unique in its positioning on a consumer’s device, from home screen to lock screen, making it high value real estate for any brand looking to reach and to resonate with a large-scale audience.

Adib Karbouj is the Head of Advertising Operations, BcnMonetize.


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