Stuck with rising UA costs and saturated channels? There’s a smarter way to grow.
OEM advertising gives your app a front seat on 2B+ Android devices—and the results speak for themselves.
But what exactly is OEM marketing, and why is it rapidly becoming the go-to move for app promotion? Let’s dive in and uncover the opportunities that await in this powerful yet often overlooked marketing strategy.
We’re REPLUG, a Berlin-based app marketing agency. Contact us today if you’re looking for solutions to promote your app through mobile marketing.
OEM (Original Equipment Manufacturer) marketing has emerged as a new strategy in the mobile app promotion industry, providing unique opportunities for app marketers to reach their target audience effectively.
Using OEM channels for app advertising offers significant advantages, particularly in user acquisition and app growth. But what exactly is OEM marketing, and how can mobile marketers use its full potential?
OEM, or Original Equipment Manufacturer, refers to companies that produce hardware or software that other companies rebrand and sell as part of their products.
In mobile marketing, OEM advertising involves pre-installing smartphone apps or prominently displaying them in OEM-operated app stores, such as Samsung Galaxy Store or Huawei AppGallery.
This marketing strategy bypasses traditional app stores, offering app developers direct access to millions of users at the point of device activation.
OEM advertising involves partnerships with device manufacturers like Samsung, Huawei, and Xiaomi, where apps are pre-installed or promoted through native advertising formats.
This approach enhances app visibility and significantly improves user acquisition rates, as users encounter these apps in a non-intrusive manner right from their first interaction with their new devices.
OEM advertising presents many opportunities for mobile marketers aiming to optimize their app marketing strategies. Here’s how:
One of OEM advertising’s biggest advantages is its cost-effectiveness. By targeting users at the device setup stage, marketers can achieve a higher return on ad spend (ROAS) than traditional mobile advertising platforms.
This approach ensures that apps reach a broad user base with minimal investment, making it an ideal strategy for new app launches and ongoing user acquisition campaigns.
Apps pre-installed via OEM channels often see higher retention rates due to their seamless integration into the user experience. Unlike other forms of app advertising, OEM marketing offers a native feel, making users more likely to engage with the app long-term.
This leads to improved conversion rates and higher lifetime value (LTV) of users acquired through these channels.
OEM digital marketing enables app marketers to tap into premium audiences that are more likely to spend on apps.
For instance, targeting users of high-end devices, like the Samsung Galaxy or Huawei Mate series, can result in higher app monetization, as these users typically have higher purchasing power and are more engaged with premium app features.
OEM platforms offer a more controlled environment, reducing the risk of ad fraud. Since apps are pre-installed or featured prominently in OEM app stores, the chances of encountering fraudulent activity like click spamming or fake installs are significantly minimized, ensuring that marketing budgets are spent efficiently.
Want to see how this works in practice? Book a free strategy call.
As mobile devices continue to dominate the digital landscape, OEM marketing is set to play an increasingly vital role in app promotion strategies.
With the rise of new OEM Android platforms from companies like Vivo, Oppo, and Xiaomi, app marketers have a growing array of options to reach their target audiences effectively.
“OEM ads aren’t just effective—they’re redefining how apps scale in new markets.”
— Lorenzo Rossi, co-founder at REPLUG
Related: How to Promote Android App: 10 Proven Strategies for 2024
OEM advertising is set to become a main station in the strategies of forward-thinking app marketers. Here’s what to expect in 2025:
Related: 12 Effective Ways to Promote Your App in 2024
At REPLUG, we delivered impressive results for a top ride-hailing service looking to expand its reach across Europe, Southeast Asia, and Latin America.
The company needed to break through the limitations of traditional marketing channels and fully leverage its existing OEM partnerships to boost user acquisition.
REPLUG optimized their OEM marketing by:
Our approach led to:
Results like these aren’t luck—they’re strategy. Let’s do the same for your app.
At REPLUG, we don’t just place your app—we plan for growth.
Here’s why forward-thinking brands partner with us:
Want to scale your app with results like our ride-hailing client? Let’s talk or download our OEM Ads Guide to learn how.
With traditional channels becoming saturated, OEM marketing gives you access to new, high-quality users and cost-effective placements.
It’s an opportunity to reach untapped audiences at scale, drive user acquisition, and achieve measurable results. REPLUG’s proven expertise in OEM marketing has helped brands expand into new markets and optimize their performance.
Let’s discuss how we can do the same for your app. Contact us today to start scaling with OEM marketing.
OEM ads are delivered directly from the manufacturer to the user through the device’s native app store or pre-installed on the home screen. They appear as native recommendations and recommendations, driving high engagement.
Key benefits include massive reach, fraud-free traffic, accurate performance forecasting, native ad formats that boost conversion, and gaining a competitive edge as an early adopter.
Top OEM platforms include Xiaomi, OPPO, Vivo, Realme, and Huawei. The best platform depends on your target market and user demographics. To optimize your reach, work with a vendor with direct relationships with OEMs, like REPLUG.
OEM campaigns deliver fraud-free traffic with highly accurate performance forecasting. Due to the native ad formats, conversion rates tend to be higher than those of other channels. However, results can vary, so it’s best to test and compare within your campaigns.
Partner with a vendor like REPLUG, which has direct relationships with multiple OEM platforms. They can help you navigate the different requirements and optimize your campaigns for each channel. Start with a test budget to find the best-performing OEMs for your app, then scale up from there.