While this is important for choosing ad formats globally, there are additional reasons why user video adverts are becoming more effective than ever before with OEMs.
By. Robert Wildner – CEO at AVOW
Alternative app stores such as Xiaomi GetApps, OPPO App Market, Samsung Galaxy Store, Vivo App Store and Huawei AppGallery offer marketers ample possibilities to target untapped audiences at a low Cost per Install (CPI). From splash adverts (ads) to native in-feed, there are several highly engaging ad formats available with OEMs that can be used to achieve your most ambitious targets. In order to leverage these formats, it’s important to stay updated with user trends and updates that give your marketing a greater opportunity to achieve your goals.
In this article, we will outline why video adverts are a smart choice for mobile marketers utilizing OEM inventory. This includes changes made to hardware, access to better internet across key regions and how these ads are displayed on a user’s device.
Increasing engagement with user video adverts
It’s common knowledge within the mobile marketing ecosystem that video ads are a great way to drive engagement: 87% of marketers worldwide are using video as a part of their marketing strategies, and 88% of them are satisfied with the ROI. Their perceived higher CPI is easily offset due to higher engagement, resulting in a satisfying ROI for those who opt to utilize this format. Moreover, by 2022, online videos will make up more than 82% of all consumer internet traffic. This is no different for alternative app stores, where user video adverts offer the same benefits as they do for other marketing channels.
So, what other factors should marketers consider for alternative app stores? While this is important for choosing ad formats globally, there are additional reasons why user video adverts are becoming more effective than ever before with OEMs.
5 insights you should know about user video adverts on alternative app stores (OEMs)
Video ad adoption has increased on OEMs
There has been a significant increase in the adoption of video ads on alternative app stores because the devices available to customers have improved hardware that primes users for a better visual experience. This is also reflected by Lead Analyst & Founder of MobileGroove Peggy Anne Salz who explains that “Moving forward, app companies are advised to harness mobile advertising—and, above all, mobile video advertising—to build a strong brand that will engage and entertain users that crave experiences, not marketing.
Video ads are generating high engagement rates on OEM inventory
Due to the nature of the ad format, consumers can be more informed about the product offering before installing the app. According to Invespcro, video ads have an average click-through rate (CTR) of 1.84% – the highest of all digital ad formats. This means the format serves as an excellent medium to generate a healthy ROI. In fact, HubSpot research found that more than 50% of consumers want to see videos from brands.
5G availability at a low cost enables consumption of high-quality video ads
With an increase in government support, the APAC region is pushing forward with the rollout of the 5G network. According to research by the Economist Intelligence Unit (EIU), “9 of 16 overall APAC markets have either concluded 5G spectrum auctions or carried out commercial 5G launches”. The study also reveals that Japan, South Korea, Taiwan and China are the most advanced in 5G. Thailand has been progressing well with their 5G rollout.
This is great news for advertisers. The widespread availability of 5G and 4G across the region at an affordable price means that users can easily view video ads that are shown in high quality and without lagging. This increases the enjoyment of your video creative and makes video ads even more appealing to customers to increase engagement.
OEMs are building monetization SDKs to increase reach
OEMs have video ads in mind when building monetization SDKs. Those monetization SDKs allow gaming as well as non-gaming third-party app developers to tap into the advertising demand of OEMs. This encourages developers to benefit from these opportunities as an additional channel in their monetization mix. There are several misconceptions regarding monetization for mobile games. Read our debunking article, “The truth about alternative app stores and mobile game monetization” to learn more.
Alternative app stores are introducing new formats that utilize video
Some of the new formats being created for alternative app stores include banner ads (native infeed video), splash ads, interstitial ads with short videos and lock screen video ads. If you would like to learn more, you can familiarize yourself with the different formats available on each alternative app store with our guide.