Beijing, China – Xiaomi MiAds, Xiaomi’s global advertising platform, has appointed AVOW, the specialist agency focusing on mobile OEM on-device user acquisition, as its official core agency for user growth and customer success solutions in India.

The partnership will enable app developers and brands looking to use mobile OEM advertising to achieve incremental growth by making inroads into Xiaomi’s massive loyal user base through AVOW in the world’s most populous country.

MiAds is one of the core services of Xiaomi’s international internet business. MiAds covers over 100 markets worldwide, supports 70 languages, and offers reach to millions of monthly active users. The platform provides a multi-faceted advertising portal through proprietary apps such as Mi Browser, Mi Music, Themes, Mi Video, and its official proprietary app store GetApps. 

In addition, Xiaomi allows marketers to accurately locate target audiences and convert their users into brand customers through multiple targeting options.

According to AVOW, the platform ultimately tapped its services for the exceptional undertaking it has shown of the media business activities and customer service for MiAds in India and other major markets. 

AVOW will operate as one of the main points of contact, managing a 360-degree execution of mobile advertising campaigns on Xiaomi’s advertisement platform – from launching apps on the GetApps marketplace and booking dynamic preload campaigns to media buying and campaign optimization.

Sharing his views on this association, Bono Wu, Head of Channel Partnership & Direct Sales of EU and LATAM for the International Internet Business Department at Xiaomi, said, “We are delighted to have AVOW onboard as our core agency in India. AVOW’s exceptional work in the Indian market and beyond has led us to continue our fruitful partnership. The combination of Xiaomi’s system-level empowerment to MiAds on MIUI and AVOW’s deep expertise will be truly beneficial to our mutual clients.”

Meanwhile, AVOW Co-Founder Ashwin Shekhar, commented, “We are thrilled to be named the core agency again for Xiaomi. Building on our success in EMEA, SEA, and LATAM, our key partnership with Xiaomi MiAds extends to India. Strengthening our alliances will allow us to offer more exclusive opportunities for mobile marketers to access Xiaomi’s strong presence in the country. India is a dynamic market, and we are committed to helping marketers with greater access to the user audience and eventually make mobile OEM advertising a default part of every marketer’s marketing mix.”

In December, Xiaomi Indonesia named Stephanie Sicilia as its associate marketing director. 

Manila, Philippines – Local live-streaming platform Kumu has announced a collaborative partnership with Huawei Ads through the platform’s ad agency AVOW to enhance user experience by improving advertising on the platform.

In this campaign, AVOW made use of the various ad solutions offered such as AppGallery, Petal Search and display ads to balance out their ad placements to generate the best results. 

Additionally, incorporating HUAWEI Ads multiple targeting options such as location, demographics and user behaviour into Kumu’s ad strategy brought about greater brand exposure to a diverse audience base. These features collectively amplified Kumu’s presence and audience conversion rates.

Furthermore, HUAWEI Ads Data Management Platform (DMP) provided Kumu with insights on the campaign performance through a comprehensive breakdown of key metrics. This information allows Kumu to make targeted improvements that will optimise their future ad strategies, with the help of AVOW.

Alex Tshering, chief growth officer at Kumu, said, “Thanks to the delivery of premium advertisements on HUAWEI Ads, Kumu has grown to be one of the highest grossing applications in the markets. Our partnership with HUAWEI Ads have helped us to generate leads far greater than our initial campaign goals.”

Based on activity data gathered from algorithms across all Huawei devices, HUAWEI Ads identified and recommended potential audiences who fit Kumu’s target profile, which ultimately helped them broaden their target audience and user base. In addition to growing Kumu’s user base and maximising its ad performance, the algorithm detects and filters out fraudulent inventory, effectively countering the issue of inflated ad performance metrics.

Meanwhile, Rei Xiao, director of mobile ecosystem business growth at Huawei Asia Pacific Region, commented, “Our partnership with Kumu highlights our commitment to delivering high quality ads that drive user growth and engagement. We have dedicated teams that work closely with our clients to get the best returns on their investment. We greatly look forward to deepening our strong partnership with Kumu, and to continue working as one team to meet their business objectives.”