In 2023, Xiaomi’s smartphones achieved the top ranking in terms of registered devices for the first time. The company’s net profit for 2023 increased by 126.3%. Xiaomi’s smartphone shipments ranked in the top three in 51 countries and the top five in 65 countries and regions.

In such a situation, it becomes even more important for mobile brands to promote through alternative stores. However, they encounter a number of peculiarities. The Evamobi agency provides an illustrative example of how this process can be structured and how a mobile brand or even an agency can select a contractor with experience in promoting their application.

Special connections

To optimise the promotion of apps, the agency (or media buyer) must possess not only experience but also a certain level of insight that is perceived by the store itself. This is demonstrated by the length of time spent on the purchase, the presence of diverse advertisers, and the testing of different formats (including those available only to large agencies).

Before

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Source: Evamobi

For instance, Xiaomi can offer additional formats. However, this is not a universal proposition. To gain such exclusive access, Evamobi sought to provide their partner with as much evidence of their exclusivity as possible. Firstly, over the past year, they have consistently demonstrated a 35 to 60% increase on a monthly basis, quarter on quarter.

After

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Source: Evamobi

Secondly, they have expanded our advertising base. The company commenced with one, and currently, there are already 15 advertisers. Furthermore, the agency has been officially certified and has a directly signed contract.

Furthermore, the company gained the right to independently enter into contracts with other agencies that need to promote their clients’ mobile applications, in addition to the advantages of working directly with the agency’s media buying team. This means that the company can act as a subcontractor. This is beneficial for third-party agencies, as they gain immediate access to top benefits.

By contracting with Evamobi as a certified agency, another agency gains access to a range of benefits, including billing (advertising cabinet refill), rebates (cashback), agency expertise and stronger interaction with Xiaomi representatives. Furthermore, certified agencies have access to additional advertising formats that are not available to non-certified agencies.

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What happened next

Next, Evamobi identified the most effective methods for working with specific verticals, enabling them to identify the most and least successful approaches. This was achieved firstly by increasing the number of formats, and secondly by optimising those formats. Thirdly, through the level of spins. The more formats we have, the better we can optimise them. This increased the number of targeted actions while maintaining the quality.

What did it look like in detail? Firstly, it was determined which advertising formats should be used to drive traffic. The second area of focus was the creative. Thirdly, it is the bid level. The question of what rate to put, at what rate it will be OK, and at what rate it will be overpriced.

The pricing and conversion rates for each site vary. Consequently, the objective is to compile a list of sites that align with the KPI. It was also established that the majority of traffic was on the icon format. As a result of these considerations, performance was enhanced.

Performance I

Source: Evamobi

Changes underway

In addition, there were changes at the company level at Xiaomi. The company has long since moved into the business premium segment through the distribution of its devices and increasing their quality, which has affected the quality of the user base and its solvency. The device is already a fully-fledged phone with its own ecosystem, which is approaching the level of the iPhone in terms of both ecosystem and interface, performance, and phone features.

The modernisation of the sector is underway. The combined impact of these factors has resulted in a comparable quality of traffic (in terms of deposit size) to that observed on iOS. Consequently, the optimisation of all traffic by Evamobi has led to increased revenue for the client.

To whom does this collaboration offer the greatest benefit?

The client who benefits the most is the one to whom the agency buys this traffic and optimises it. This has already been experienced by numerous clients from a variety of sectors, including legal betting and e-commerce.

Performance II

Source: Evamobi

Subsequently, the client became more interested in the system and began investing more resources. He recognized that it was more advantageous for him to invest in this source of revenue than in any other. The client also gained access to the agency’s expertise.

Conclusion

The experience of working as a certified Xiaomi agency for a year yielded not only financial rewards but also invaluable experience in attracting paying clients with zero fraud.