Traditional channels like Meta and Google are becoming more expensive and less effective. CPAs are rising. Competition is fierce. And retention? A constant struggle.
That’s why top-performing UA teams are turning to a smarter lever—OEM apps and ads.
These placements offer premium visibility, fraud-free installs, and powerful reach—directly embedded into 2.2 billion+ Android devices worldwide.
Let’s break down why OEM app marketing is taking over in 2025—and how REPLUG helps leading apps scale with it.
We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.
Contact us today if you’re looking for expert solutions to promote your app and scale through mobile marketing.
OEM apps are pre-installed apps that come with new devices. Unlike third-party downloads, they are integrated into the user’s first experience with a smartphone.
This makes them:
And for marketers, that means lower CPIs, higher engagement, and more loyal users.
Here’s what makes OEM apps a critical part of your UA strategy:
Related: Guide to Alternative App Stores: New Opportunities for App Marketing
OEM ads appear inside pre-installed apps or through device-native placements like smart folders, branded app stores, or dynamic preloads.
They’re powerful because they:
This positioning ensures that OEM ads are seen and perceived as more credible, leading to higher engagement and conversion rates.
Related: 12 Effective Ways to Promote Your App in 2024
One of REPLUG’s remarkable successes came from collaborating with a leading ride-hailing service provider. This client was eager to expand its market reach across multiple regions, including the European Union, Southeast Asia, and Latin America.
REPLUG’s strategic application of OEM ads led to significant gains:
These outcomes highlight the potent impact of well-executed OEM advertising.
Seeing results like this isn’t luck—it’s strategy.
Download our OEM Ads Playbook above to learn how we do it. Or talk to our experts and build your next OEM growth campaign.
Incorporating OEM apps and ads into a broader marketing framework can amplify your campaign’s effectiveness.
By combining OEM ads with other strategies, such as social media, App Store Optimization, and paid ads, you create a cohesive marketing ecosystem that reaches potential users at multiple touchpoints.
OEM apps marketing works best when it’s integrated with your full growth plan:
It’s not a standalone trick. It’s a scalable strategy.
We go beyond placements. We plan, track, optimize—and win.
Ready to see what REPLUG can do for your app? Book a free strategy call.
| Metric | 2023 | 2024 | 2025 Forecast |
|---|---|---|---|
| OEM App Installation Growth | 12% ↑ | 15% ↑ | 18% ↑ |
| User Engagement with OEM Ads | 20% ↑ | 25% ↑ | 30% ↑ |
| ROI from OEM Campaigns | 8% ↑ | 10% ↑ | 13–15% ↑ |
| Retention Rate Uplift | 18% ↑ | 31% ↑ | Up to 3x vs store-acquired users |
OEM apps and ads provide a strategic advantage by placing your app directly in sight of new device users, capitalizing on the built-in trust and visibility that OEM apps offer. REPLUG’s proven expertise in leveraging this unique marketing channel ensures that your app reaches and resonates with your target audience.
Ready to Boost Your App’s Growth?
If OEM marketing sounds like the breakthrough strategy your app needs, don’t hesitate to contact REPLUG.
We’re here to help you navigate OEM channels and transform them into opportunities for promised growth. Contact us today to see how we can help.
What are OEM apps?
Pre-installed apps that come with devices like Samsung, Xiaomi, or Oppo smartphones.
Are OEM ads intrusive?
No—they appear in native placements like smart folders or app store carousels.
What are the benefits vs Meta/Google ads?
OEM ads cost less, convert better, and offer cleaner traffic.
Do OEM campaigns work for all apps?
They work best for transactional apps—finance, shopping, ride-hailing, etc.
How do I get started?
Book a call with REPLUG to run an OEM growth audit and test your app’s fit.