Oem-Advertising
Description
OEM advertising promotes apps through native placements on mobile devices by manufacturers like Samsung, Xiaomi, Vivo, and others. These placements include pre-installs, setup wizards, notifications, or app recommendation hubs that appear directly on the user's device. Because they’re integrated at the system level, OEM ads drive high visibility, quality installs, and strong retention with low competition.
Definition
OEM (Original Equipment Manufacturer) advertising is a user acquisition method that leverages direct partnerships with smartphone manufacturers. These ads are served natively on the device via placements like setup flows, preloaded folders, or branded app stores. This format bypasses traditional ad networks and gives marketers access to premium on-device real estate.
Why Is Oem-Advertising Important for App Marketers?
OEM advertising is a high-impact, low-saturation channel that allows app marketers to reach users at one of the most critical moments in their app journey—device setup or onboarding. Unlike standard ad networks, OEM placements deliver native experiences with minimal ad fatigue, higher install intent, and improved trust. OEM ads are especially effective in emerging markets, where alternative app stores and device-level recommendations influence a significant share of app discovery.
For app marketers, this means:
Lower cost per install (CPI)
Access to exclusive device-level inventory
Better retention and long-term value
Higher discoverability in saturated markets
When combined with ASO, deep linking, and localization, OEM advertising becomes a strategic growth channel for scaling mobile apps globally.
For app marketers, this means:
Lower cost per install (CPI)
Access to exclusive device-level inventory
Better retention and long-term value
Higher discoverability in saturated markets
When combined with ASO, deep linking, and localization, OEM advertising becomes a strategic growth channel for scaling mobile apps globally.
Where You Can Use Oem-Advertising
OEM advertising is typically used on Android devices through manufacturers like Samsung, Xiaomi, Vivo, Oppo, Huawei, and Realme. These campaigns are facilitated by OEM ad platforms or technology partners like Digital Turbine, ironSource Aura, and Baidu/Huawei Ads.
You can utilize:
Setup screens that suggest apps during first-time user onboarding
Pre-installed folders or app discovery widgets
OEM-native app stores (e.g., Samsung Galaxy Store, Xiaomi GetApps)
System-level notifications and recommendations
OEM advertising is especially powerful in markets like India, Southeast Asia, LATAM, and Africa where OEM penetration is high.
You can utilize:
Setup screens that suggest apps during first-time user onboarding
Pre-installed folders or app discovery widgets
OEM-native app stores (e.g., Samsung Galaxy Store, Xiaomi GetApps)
System-level notifications and recommendations
OEM advertising is especially powerful in markets like India, Southeast Asia, LATAM, and Africa where OEM penetration is high.
What Are the Best Practices
- Geo-Target by OEM Dominance: Tailor campaigns based on the leading OEMs in your target region. Xiaomi leads in India, Huawei in LATAM, etc.
Adapt Creatives to System UI: Match your creatives to the OEM’s interface for a more native feel.
Focus on Onboarding-Relevant Apps: Utility, finance, and lifestyle apps perform best during setup prompts.
Use Deep Linking: Route users directly into your app post-install to boost early engagement.
Track Per-Partner Performance: Use mobile measurement partners (MMPs) to evaluate the performance of each OEM or channel individually.
A/B Test Placement Strategies: Run tests on preloads vs setup screens vs notification slots to find the highest-converting format.
Localize Everything: Match creatives and store listings with the region’s language, currency, and cultural cues.
Optimize for First-Time User Flow: Ensure your app’s onboarding experience is frictionless, as OEM installs often come from users just setting up a device.