In 2025 and beyond, OEM Android is shaping up to be a game-changing channel for app marketers.
While traditional platforms like Meta and Google are saturated and costly, Original Equipment Manufacturers (OEMs) offer direct, user-friendly, and cost-effective opportunities to reach high-intent audiences—right at device setup.
In this guide, we break down what OEM Android means, why it matters for your app growth strategy, and how REPLUG helps apps succeed through OEM campaigns.
An Original Equipment Manufacturer (OEM) refers to a company that manufactures its own devices and software. In the Android ecosystem, these include brands like Samsung, Xiaomi, Oppo, Vivo, and Huawei.
But OEMs aren’t just hardware makers—they’ve become a major distribution channel for apps. Through direct integration, pre-installation, and proprietary ad placements, OEMs give your app premium visibility without competing in crowded app stores.
Key OEMs in Android:
In the context of app marketing, OEM can also offer unique opportunities for app promotion. These companies can integrate apps directly into their devices, providing an effective marketing channel.
This direct involvement in both manufacturing and app distribution allows OEMs to have substantial control over the marketing process, ensuring that apps reach users efficiently right from the first use of the device.
The integration of OEM influences app usage patterns and preferences. By customizing the Android OS, OEMs can offer unique features and pre-installed apps, which affect user choices and behavior.
With OEM advertising, you can reach users based on:
By customizing the Android OS and controlling the device experience, OEMs impact user behavior in three core ways:
“Most UA marketers haven’t considered OEM deals, but that’s a mistake. At scale, OEM can be your cheapest source of new app users.” — John Koetsier, VP Insights, Singular
OEM advertising has emerged as an interesting and helpful tool in app promotion, offering a direct and effective way to reach potential app users. This form of advertising is particularly potent due to its integration with the device itself.
| Feature | Traditional Advertising | OEM Advertising |
| Visibility | Varies based on the platform | Embedded in device UX |
| Targeting | Based on user data and behavior | Leveraging OEM data |
| Trust Factor | Platform credibility | OEM brand trust |
| User Experience | Can be intrusive | Less intrusive, seamless |
| CPI | Often high | Lower, action-based pricing |
| Fraud Risk | Medium to high | Minimal (OEMs offer verified traffic) |
Related: OEM Marketing: 2024 Guide for App Marketers and Developers
While OEMs create and market their own branded hardware, Original Design Manufacturers (ODMs) produce devices that are rebranded and sold by others.
For app marketers, OEMs offer better opportunities due to their influence on UX, update control, and branding alignment.
Key Differences:
The choice between an OEM and an ODM device can impact the consumer experience.
OEM advertising is emerging as a strategic choice in app marketing, known for its user-friendly approach and effective reach. It’s a key player in expanding market presence, especially in rapidly growing regions like Asia, LATAM, and CIS, and increasingly in Europe.
OEM app marketing unlocks visibility at a scale that traditional platforms can’t match.
Why it works:
OEM Ads Performance Snapshot:
Interested in integrating OEM into your app marketing strategy? Look no further – our OEM services are tailored to meet your needs.
| OEM | Reach | Avg. Daily User Interactions | Best For |
| Xiaomi | 227M+ devices | 20+ | Shopping, Finance, Mobility |
| Samsung | 100M+ devices | 9 | Global apps, Fintech, Utility |
| Huawei | 80M+ (outside Play Store) | 10 | Emerging markets, Utility |
| Vivo | 70M+ devices | 6 | Gaming, Lifestyle, News |
| Oppo | 50M+ devices | 5 | Secure CPI, Emerging apps |
While OEM advertising holds significant potential, it also has some challenges that must be considered.
One of the challenges in OEM advertising is finding the right balance between user engagement and advertising. Ads must be effective without being obtrusive or negatively impacting the user experience.
Another challenge is ensuring the advertising content remains relevant and high-quality, mainly since it reflects the OEM’s brand reputation.
App marketers should also consider paid User Acquisition (UA) as an alternative to OEM advertising. While OEMs offer cost-effective options, the benefits of paid UA, such as advanced targeting, better monitoring capabilities, and faster Return on Ad Spend (ROAS), can strengthen the ability to reach desired audiences more effectively.
See how we can help you in your paid UA efforts. Contact us today.
Each OEM platform may have its own set of specifications and requirements.
Mistake 1: Using irrelevant creatives across OEMs
Fix: Test localized visuals and messaging based on device brand and user behavior.
Mistake 2: Not considering app category limitations
Fix: Certain OEMs have strict rules for verticals like gambling or adult content. Consult with your OEM partner first.
Mistake 3: Tracking only installs, not quality
Fix: REPLUG helps track LTV, retention, and post-install behavior to measure success.
Unlike agencies tied to exclusive OEMs, REPLUG offers:
Want to see how REPLUG helped Bolt scale across Europe with OEM ads? Contact us for a free strategy session.
Reaching beyond the traditional channels like Meta and Google, consider OEMs for new opportunities. OEMs and providers offer a fresh perspective, and with REPLUG’s assistance, you can make the most of these opportunities.
It’s clear that the impact of OEMs in the smartphone industry is profound and multifaceted – from shaping the app economy through innovative OEM advertising strategies to defining Android devices’ quality and user experience.
With acquisition costs rising and user attention splintered across channels, OEM Android provides a clean, scalable, and cost-effective growth path for mobile apps.
Whether you’re launching a new app or looking to expand into emerging markets, OEM advertising helps you:
Looking for a partner to help you make the most of OEMs? Contact our experts to access new user segments beyond conventional acquisition methods.
In the Android smartphone industry, OEM stands for Original Equipment Manufacturer. It refers to companies that design and manufacture their own devices in their own facilities, controlling the entire process from design to production.
An OEM Android device is typically characterized by the unique customizations and features that the manufacturer adds to the standard Android operating system. These can include exclusive apps, user interface tweaks, and special hardware integrations.
“Better” is subjective and depends on individual preferences. OEM Android devices often offer unique features and a more integrated user experience, but they may also come at a higher price compared to non-OEM devices.
Yes, OEM Android devices receive regular Android updates. However, the timing and frequency of these updates can vary depending on the manufacturer’s policies and the specific model of the device.