One month into the EU’s Digital Markets Act (DMA), AVOW CEO Robert Wildner examines the initial impact and ongoing adjustments as tech giants adapt to the changing landscape.

It’s been a month since the European Union’s (EU) landmark Digital Markets Act (DMA) launched. As of March 6, this pivotal moment in the DMA timeline forced Google and Apple to allow their customers to download alternative app stores onto Android and iOS. What’s more, they’re now obligated to give users the decision over which apps come preloaded on their new smartphones too. So how have things gone in the last few weeks?

As the founder of an app growth company whose specialism is mobile OEM advertising, I’ve naturally kept an eye on the subject. While I admire these big industry leaders, I’ve long thought their dominance is a monopoly—and now the EU agrees. What I’ve subsequently seen in the last month has been promising, if not uncomplicatedly so. On the other hand, I’ve also read a range of perspectives that have challenged me too. With that in mind, let’s take a look at how the DMA is going one month in.

No Comply: Are Google and Apple trying to undermine the EU?

As The Verge reports, the European Commission (EC) is already investigating Apple and Google for DMA noncompliance. 

In total, the EC will conduct five inquiries examining, among other things: the implementation of anti steering rules in the two tech giant’s app stores; Google’s ability to self-preference its services via its search engine, and the efficacy of Apple’s browser choice screen. It will also look at the iPhone manufacturer’s new developer terms, which, as Tech Crunch reports, include requirements for developers to pay 50 cents (EUR) per fresh installation after 1 million such downloads—not to mention commision rates.

Some, like Spotify CEO Daniel Ek, might argue that it’s not an ideal start for the EU legislation. But doesn’t it in fact show that the EC is taking things seriously? Even the DMA’s critics, such as Lazar Radic from Portland’s International Center for Law and Economics acknowledge that the law isn’t “self-executing.” So let’s not forget that the DMA is unprecedented. Like any new legislation, of course there are going to be teething problems in its execution. But we’ll only discover what they might be by testing it. 

Spotify, Fortnite, and Opera bask in the DMA’s Glory

As spring arrives, so do the first fruits of the DMA. And as per the Verge, Spotify is planning on taking advantage of the new legislation, which allows it to advertise its full range of subscriptions using links to its own website within Apple’s App Store itself. Previously this hadn’t been possible, as Apple had both limited subscription offers for services rivaling its Music streaming platform, as well as blocked out-of-app links. Although Spotify has so far only submitted an application to do so with the App Store, it’s a promising step. 

What’s more, two days before the DMA launched, a 5-year antitrust investigation by the EC, which was sparked by a complaint by Spotify on this very issue, concluded by fining Apple 1.8 billion Euros. Who says nothing ever changes?

Elsewhere, there’s been more good news. Following the DMA’s launch, Apple has relented in its battle with Fortnite developer Epic, paving the way for the return of the long-running, multimode online videogame to the App Store. Moreover, the DMA’s rules allowing users to choose which essential apps they’d like to use when booting up new smartphones have already been game-changing. Only two weeks after the DMA came into force, the mobile web browser Opera, originally founded in Norway, has reported a 168 percent increase in iOS downloads. And in France alone, iOS installations of the browser increased 402 percent, while Android downloads boomed by 54 percent. 

As such, while there might still be a few grey clouds on the horizon, the future for the DMA is looking bright.

Go West: DMA-style legislation heads to the USA

Over the pond, similar changes are afoot. Last month, the Department of Justice filed an antitrust suit against Apple for restricting access to its software and hardware, thereby preventing competition. As a result, the possibility of DMA-style legislation has become a hot topic among commentators, especially naysayers.  

On the one hand, some people, such as Yahoo Finance’s Grace Kay, are anxious that DMA-style legislation in America could mean that iPhone users enjoy less privacy, more spyware, and a less enjoyable user-experience. By allowing more options on the App Store, she reasons, the gates could open to a greater number of bug-ridden apps. On the other hand, Kati Suominen from the Center for Strategic and International Studies argues that the DMA disproportionately targets US companies, and that the supposed additional cost it entails will be passed onto consumers. 

While both compellingly written, I must take issue with aspects of these articles.

Firstly, the likelihood of Apple making an inferior and less secure product just because the company must now allow fair competition seems like scaremongering. Indeed, while there will hopefully soon be a greater number of apps available on the App Store, the idea that Apple will allow harmful services into its ecosystem seems far-fetched too. 

Secondly, and contrary to Suominen’s otherwise skilfully composed argument, the logic that giving consumers more choice will mean that the services apps provide will become more expensive seems similarly flawed. More competition for the same audience will inevitably mean more competitive pricing—not less. Indeed, for that matter, there’s also a good reason why the EU has targeted Apple and Google, and it has nothing to do with their postcodes…

So that’s it for the DMA’s first month in action. I’ll continue to be keeping an eye on the topic, so stay tuned for further updates!- Robert.

The post The Digital Markets Act: What a difference a month makes appeared first on Mobile Marketing Magazine.

There’s a profound simplicity to the most transformative innovations. What they all seem to achieve is an understanding of the core challenges facing them, while also eliminating excess and designing solutions that make the complex seem elementary.  Even in the realm of mobile OEM advertising—a domain rife with complexity—these principles have always summed up my philosophy.

When we started AVOW, we didn’t just want to find a ‘need’ and fulfill it, but revolutionize the way in which we go about fulfilling it itself. Back then, mobile OEM advertising was in its infancy, and as with anything new and uncharted, there were many growing pains. But through those pains came collaboration, innovation and an appreciation for the needs of mobile marketers everywhere. Today, with our clients receiving over 10-million monthly downloads across 100s of live campaigns, the fruits of our labor are clear for all to see. But how did we get here? And more importantly, how will we develop and progress even further?

To the uninitiated, media buying is the art of acquiring ad space on mobile OEM devices, apps, or in-app platforms. It’s a delicate process, requiring precision, agility, and foresight. Get it right, and you have targeted reach, cost-effectiveness, and brand visibility, with the ability for real-time performance monitoring. However, the sheer volume of data can drown even the most experienced media buyers. And  amid this noise, there’s a need for a guiding light—AVOW Intelligence.

Getting the Vision Right: Introducing AVOW Intelligence

AVOW Intelligence is a revolution—a one of a kind—conceived from the intersection of cutting-edge technology and a profound understanding of our clients’ needs. Crafting this technological marvel didn’t happen overnight. Getting it right took time, patience, and an unwavering commitment to excellence.

As a result of this diligence, the tool now offers unprecedented insights from a myriad of mobile OEMs and mobile measurement partners (MMPs). It’s as if we’ve built a bridge connecting our media buyers to the right data, enabling swift, informed decisions. As a result, there’s no more guesswork—and no more data silos either. Instead the tool provides  clarity and actionable insights, enabling our customers to lead successful marketing campaigns.

During its beta phase, our global clientele, including Amazon Prime Video, AirAsia, Kumu, Shopee, Kredivo, Didi, JOOM, LOTTO24, and Zephyr Mobile, among others, witnessed unprecedented results with AVOW, a testament to AVOW Intelligence’s power and potential. Regardless of vertical or industry, our people-powered tech allows us to optimize for the right OEM or advertising mix. And for prospective and current clients alike, it’s a beacon promising unparalleled efficiencies and insights.

Moreover, none of this would have been possible without the meticulous support and collaboration of our esteemed partners such as Huawei, OPPO, Xiaomi, and Vivo. We engage closely with them, drawing insights, refining strategies, and ensuring AVOW Intelligence mirrors the evolving landscape of mobile OEM advertising. This symbiotic relationship has accelerated our successes as well as fortified our standing as a long-lasting, trusted partner with these OEM giants, resulting in key partnerships in many key markets. These partnerships have also extended to MMPs, with AVOW becoming an AppsFlyer Premier Solutions partner in 2023.

Perfecting the Art of Media Buying

Media buying isn’t a buffet where one size fits all. Each platform, each ad placement, each mobile OEM, has nuances. By combining our team’s expertise with AVOW Intelligence, we’ve developed an intimate understanding of the business’s ins and outs. What’s more, this partnership of man and machine allows us to comprehend the strengths and subtleties of each mobile OEM platform, optimizing strategies for maximum impact.

I’ve always believed in  humanity and technology working together harmoniously. Here at AVOW, it’s our people, empowered by AVOW Intelligence, that make the magic happen. They sift the data, drawing invaluable conclusions and knowing precisely where to optimize. This data infused and targeted approach to media buying is what sets us apart.

Smart KPIs are AVOW’s Blueprint for Success

While many media buyers are still entangled in the web of cost per install (CPI) models, AVOW has taken a leap ahead. We’re not just looking at the initial interactions but  delving deeper, getting to grips with the complete user journey, and focusing on outcomes that matter in the long run, be they in-app purchases, sign-ups, or any form of meaningful engagement. This strategic shift is what makes AVOW unique in our field.

The relationship we forge with each client begins with meticulous market research, crystal-clear campaign objectives, and selecting ad formats that resonate with their audience. These smart KPIs, coupled with continuous A/B testing, allows us to refine, redefine, and elevate our campaigns, providing our customers with lucrative opportunities they won’t find elsewhere.

 Humanizing Technology in Mobile OEM Advertising

At its core, media-buying is about establishing genuine, impactful connections. And while mobile OEM advertising’s potential can be daunting, it’s the human touch, combined with technology, that creates the magic. By launching AVOW Intelligence, we’re simplifying this intricate process by focusing on what truly matters, thereby ushering in a new era in mobile OEM advertising. 

Even though AVOW Intelligence serves as our compass, it’s our seasoned team—the maestros behind each campaign—who breathe life into data. With AVOW at the helm, we make sure that brands are not only discernible in mobile advertising’s cacophony of players—but unforgettable too.

As such, our inimitable combination of cutting-edge software and human insight offers a strategic advantage that is transforming the media-buying landscape. As Leonardo da Vinci once remarked, “Simplicity is the ultimate sophistication,” an ethos AVOW today embodies.

The post Cracking the Code: AVOW’s Blueprint for Success in Mobile OEM Advertising appeared first on Mobile Marketing Magazine.

As the clock is ticking in Europe for tech’s biggest players to loosen their grip on the industry, AVOW looks back on the history of the EU’s landmark Digital Markets Act .

“Are you getting it yet?” Steve Jobs’s words at the iPhone’s 2007 unveiling have gone down in history, but their real significance is still overlooked. When smartphones arrived in the late 2000s, they were intended to liberate consumers, combining cell phones with the power of PCs. Two decades later, they’ve transformed society, yet their potential has been stymied. The culprits here are, ironically, the companies that sparked this revolution. Between them, Apple and Google’s app stores have dominated the market, charging developers high fees, preventing the availability of alternative app stores, and reducing consumer choice. Are you getting it yet?

The European Union (EU) has. In September last year, its landmark Digital Markets Act (DMA) called time on this situation. Attempting to break up tech’s big players’ monopoly, it said that by March 2024, Apple and Google will be obligated to allow users to download alternative app stores on iOS and Android. What’s more, they’ll also have to allow consumers to choose the default apps on new smartphones. At last, people might start to get it.

When we founded AVOW in 2018—a company dedicated to supporting mobile brands outside the mainstream with smart, sophisticated marketing—we did so because of our belief that mobile OEMs and alternative app stores are the future as they offer people choices. And as a result of the EU’s decision, that future now looks brighter than ever. But how did we get here? As a new era in smartphones and apps begins, let’s examine the history. 

Monopolies: bringing it all back home, again

Monopolies are nothing new. As modern commerce began to expand in the 18th century, people such as the English economist Adam Smith were already railing against them. “The freer and more general the competition” of commercial entities, Smith inveighed in The Wealth of Nations (1786), the more societies are able to avail themselves of the “advantageous” perks of competitive trade. 

In the 19th century, governments began clamping down. In the UK, the 1846 Corn Laws tackled agricultural monopolies, while the US’s 1890 Sherman Antitrust Act had a much broader remit. Since it was passed, it has been used to challenge illiberal commercial practices by, among others, Standard Oil, American Tobacco, and, as recently as 1982, the American Telephone & Telegraph Company (now the AT&T Corporation). That year, the legislation was also used against IBM by the Department of Justice. Although the case was dropped, the scrutiny of this 13-year investigation had a lasting effect on its business. 

Prior to the DMA, the situation in the tech world resembled the one Smith decried. Since the first smartphones and app stores flooded the market after 2008, a small number of companies have assumed control of the business. In the US, Apple commands 61% of the smartphone market, while globally, Android accounts for 72% of all operating systems (and the rest are nearly all iOS). Simply put, that’s a lot of people who can’t easily access a plethora of useful and fun apps available on the burgeoning alternative app store ecosystem until now. 

Europe strikes back (and so does business) 

Prior to the EU’s landmark legislation, challenges to these unfair commercial advantages were already afoot. In July 2018 and March 2019, the EU Commission (EC) fined Google €4.34 billion and €1.49 billion respectively for breaching anti-monopoly rules. Subsequently, in July 2020, the EC ordered a public consultation on what would become the DMA, examining “issues that may require intervention at the EU level.” By Christmas, it was part of the EU digital strategy. 

At the same time, rumblings across the pond were laying bare the extent of dissatisfaction in tech itself over this status quo. In August 2020, the video game studio Epic sued Apple and Google using Sherman antitrust legislation. Earlier that month, the mobile giants pulled Epic’s hugely popular Fortnite title from their app stores after the developer updated it with a direct payment option—another element these two trillion-dollar companies tightly control. Last December, Epic won its case against Google, and although it lost its suit with Apple, the court ruled that Epic is allowed to promote its own payment options. 

Whether directly or indirectly related, all of this is part of the DMA’s background. After being adopted as an EU strategy, the legislation was officially proposed by the EC in July 2021 and became law on November 1st, 2022. Last September, the EU subsequently placed Alphabet (aka Google), Amazon, Apple, ByteDance, Meta, and Microsoft under special scrutiny to enable users the freedom to choose what services and software they wish to use. If by this March these companies haven’t met expectations, they could face proceedings. 

“More choice for consumers, fewer obstacles for smaller competitors: the DMA will open the gates to the Internet,” announced EU Commissioner Thierry Breton. “It was high time that Europe set the rules of the game upfront to ensure digital markets are fair and open”.

The world won’t wait

Unsurprisingly, other countries are following suit. In 2021, South Korea passed legislation limiting Apple and Google’s control over app-store payments, and the following year, India’s Parliamentary Standing Committee on Commerce proposed DMA-style regulations. Elsewhere, the UK government has tabled a “pro-competition” Digital Markets Bill and in the United States, the US Senate is set to consider the American Innovation and Choice Online Act, both of which are comparable to the DMA. At the same, the iPhone manufacturer’s troubles continue to mount. 

Following an investigation into its app store practices by the EC that began in 2021, Apple conceded this January to give its rivals in Europe access to its contactless payment system. Moreover, at the same time as Apple announced that it would divide its app store in two in order to conform with the DMA, the US Justice Department recently announced that it was in the final stages of another investigation against the company that could lead to an antitrust case.

The takeaway from this, however, isn’t that successful companies are bad. On the contrary, as Thierry Breton highlighted, it’s about consumer choice and allowing competition so that there can be more successful companies—not fewer. The world needs big brands. But it also needs smaller companies to achieve scale so that industry and technology can progress. Previously, this just wasn’t possible. But with the DMA’s support, hopefully, this will now be the direction of travel elsewhere too. After all, if the EU can get it, why not the world?

Timeline towards tech freedom and consumer choice

• 2007: Steve Jobs unveils the iPhone, marking the beginning of the smartphone revolution.
• Late 2000s: Introduction of smartphones intended to empower consumers by combining cell phone and PC capabilities.
• October 2017: Death of Windows Phone OS, the most popular alternative to Apple and Google in the early to mid-2010s
• July 2018 & March 2019: EU Commission fines Google for antitrust violations: €4.34 billion and €1.49 billion respectively.
• January 2020: Blackberry shuts down, leaving Apple and Google as the only 2 mainstream smartphone platform options.
• August 2020: Epic Games sues Apple and Google under Sherman antitrust legislation.
• July 2021: EU proposes the Digital Markets Act as part of its digital strategy.
• November 2022: The Digital Markets Act becomes law in the EU.
• May 2023: Most DMA rules become applicable.
• September 2023: The European Commission designates six gatekeepers that need to comply with the EU DMA.
• March 6, 2024: Deadline for tech giants to comply with Digital Markets Act regulations.
• May 3, 2026: The European Commission is required to review the rules and report to the parliament, council, and the Economic and Social Committee on any changes to be made.
• In the Foreseeable Future: Other countries like South Korea, India, the UK, and the US consider or enact similar legislation.

The post We Get It: Big Tech, the DMA, and the Story So Far appeared first on Mobile Marketing Magazine.

As 2024 unfolds, the mobile industry remains a hotbed of innovation and market evolution. Undergoing transformative shifts, this sector is not only altering its own landscape but also shaping consumer behavior and business strategies worldwide.

This article offers a concise look at the top five mobile marketing trends of 2024. From significant privacy changes to the integration of AI in gaming to Dynamic Preloads, these developments are crucial in heralding a new phase in mobile technology. 

Navigating this complex landscape doesn’t have to be a solo journey; partnering with industry experts can help developers and brands seize the full potential of these emerging opportunities.

Now, let’s dive into the key trends that are defining the mobile arena in 2024.

Evolving data privacy in mobile advertising

The rollout of Google’s Privacy Sandbox marks a pivotal change in Android advertising. This development signals a major shift towards heightened privacy, impacting the way user data is utilized in advertising campaigns and possibly restricting the scope of targeted ads. While it’s not expected to cause a disruption as significant as Apple’s App Transparency Framework, the diminished targeting capabilities will likely result in a decrease in advertising performance.

Strategic partnerships with mobile OEMs

In response to the privacy changes brought about by Google’s Privacy Sandbox, mobile app developers and Original Equipment Manufacturers (OEMs) are increasingly collaborating to address the potential decrease in advertising performance. They are introducing solutions such as Mobile OEMs Open Anonymous Device Identifier (OAID) and alternative tracking standards. These strategic partnerships aim to maintain the effectiveness of advertising campaigns despite the loss of targeting capabilities, ensuring that mobile app developers and OEMs can adapt to the evolving landscape.

For instance, at AVOW we leverage our strategic partnerships with mobile OEMs to provide advertisers with opportunities to unlock new audiences straight through their devices. With AVOW and mobile OEM advertising, advertisers can tap into a global mobile OEM inventory, delivering results through native display and performance ads with comprehensive targeting capabilities whilst maintaining user privacy.

Diversified monetisation in mobile gaming and dynamic prreloads as a UA strategy

In 2024, game developers are racing to expand their presence in international markets. Leading advertisers aim for global user acquisition, requiring adaptable monetisation strategies and region-specific models, blending In-App Purchases (IAP) and In-App Advertising (IAA).

The rise of platforms like Xiaomi Game Centre signifies on-demand gaming growth and the emergence of alternative payment systems. Developers are moving away from Google and Apple, opting for OEM native app stores with dedicated payment services, as well as establishing their own storefronts. This quest for independence stems from a desire for fairer revenue-sharing and economic sustainability amid evolving User Acquisition dynamics.

For mobile gaming advertisers especially, at AVOW we see the exceptional advantage presented by Dynamic Preloads (via Google Play Auto install) for user acquisition. Enabling app installations on new smartphones during the initial setup phase, this approach provides a valuable advantage in reaching users. Notably, we accomplished an impressive 8.41 million app installations from our sample of gaming clients between January and August in 2023 through the utilization of Dynamic Preloads, underscoring its substantial impact.

The Surge of AI and user-generated content: gaming’s dynamic duo

AI is increasingly being used to enhance creativity and operational efficiency in game development. Alongside, there’s a surge in user-generated content (UGC), with platforms like Roblox and Epic/Fortnite leading the way. UGC is democratizing game development, fostering inclusivity, and turning gamers into creators, promoting a community-centric gaming approach.

These trends are not temporary but are reshaping industry standards. Gaming platforms diversify, and payment systems transform, paving the way for innovation and improved user experiences.

The rise innovative payment solutions

A significant trend in the mobile industry is the rapid adoption of new payment methods by networks and mobile device manufacturers. Instead of solely relying on big companies like Google, Apple, and Facebook, there’s a move towards creating diverse and self-sufficient systems. This shift is bringing about fresh ways to pay for goods and services online, as well as new online stores, making the whole experience more interesting for users and offering developers more opportunities to create exciting products.

Mobile device makers are leading the way by introducing different ways to pay, while new companies entering the market are boosting competition and giving consumers more choices. Additionally, the growth of alternative app stores is adding to this trend, giving users more options for the apps they use and making the mobile landscape more dynamic.

Ready to face 2024 head-on?

As we move further into 2024, the mobile industry continues its transformation, driven by shifting consumer behaviors, technological advancements, market consolidations, and evolving landscapes in advertising and privacy. These trends, including the EU Digital Markets Act (DMA), highlight the importance of adaptability, innovation, and strategic collaborations in addressing the challenges and opportunities ahead. The DMA is set to reshape regulations, making it crucial for businesses to stay ahead of these changes to thrive in the mobile industry.

The post The Future in Focus: Top 4 mobile trends to watch in 2024 appeared first on Mobile Marketing Magazine.

Global app growth company, AVOW, has appointed Guenole Le Gall as the new Vice President of Client Strategy. 

This strategic addition, along with the recent appointment of Melissa Bohlsen as CMO, underscores AVOW’s dedication to strengthening its senior leadership team and solidifying its industry prominence, building upon AVOW’s impressive five-year track record of exponential year-on-year growth.

In his new role at AVOW, Guenole will be instrumental in enhancing client satisfaction and accelerating revenue growth. 

Additionally, he will lead the Client Services team, dedicated to providing clients with a comprehensive 360-degree service experience throughout their mobile business growth journey, from launching apps on multiple mobile OEMs to fine-tuning user acquisition campaigns for optimal results.

A veteran in the mobile advertising space with a career spanning over twenty years, Guenole founded Aiizo, and served as Director and Owner, offering expert international sales strategy and development consulting.

His career includes leadership roles at Digital Turbine, Tempr, Mozoo Group, French Digital, and Orange, where he established and managed Sales, Customer Success, and Partnership Teams. His extensive international expertise and strategic acumen make him a respected figure in mobile advertising and digital marketing.

AVOW CEO, Robert Wildner, said: “We are delighted to welcome Guenole to our leadership team. His extensive experience and expertise in mobile advertising and digital marketing align perfectly with AVOW’s commitment to delivering exceptional value to our clients. Guenole’s impressive background positions him as a cornerstone in our journey to transform our client strategy and maintain leadership in mobile OEM advertising.”

Guénole added: “I’m honoured to join AVOW and excited to deliver exceptional value to our clients and partners by leveraging my extensive network, knowledge, and global market experience. With our talented team, I’m confident we’ll continue to lead and evolve the industry.”

The post AVOW names Guenole Le Gall as new VP of Client Strategy appeared first on Mobile Marketing Magazine.

Global app-growth company, AVOW, has appointed Melissa Bohlsen as its new Chief Marketing Officer.

In her new role, Bohlsen will take charge of the company’s global marketing team, and will also lead all Go-to-Market, communications, events, branding, digital, and endeavours.

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Bohlsen has over 15 years of experience in the mobile marketing industry and her most recent position, she held the position of Vice President of Marketing at Adjust, where she managed the global marketing operation, overseeing a team of over 50 marketers working in regions including INSEA, Japan, USA and China.

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.”

Commenting on the appointment, CEO, Robert Wildner added: “Having Melissa join our ranks is truly a milestone moment for AVOW.

“As we gear up for our next phase, her expertise in both leadership and mobile marketing will be invaluable. I am confident that with her at the helm, we will not only continue our growth trajectory but set new benchmarks in the industry.”

The post AVOW appoints Melissa Bohlsen as CMO appeared first on Mobile Marketing Magazine.