Today, fraud remains a big challenge in app marketing, with app install fraud reaching alarming levels.
According to AppsFlyer, fraud exposure in the app market has grown by 40% in recent years, costing the industry an estimated $5.4 billion globally. Notably, the Finance category has been the most brutal hit, with $2.6 billion in fraud exposure, followed by Casino & Betting apps at $1.2 billion.
Even regions like the UK are witnessing high fraud rates, with 22% of detected fraud impacting Android and iOS campaigns.
While traditional ad channels, such as social media platforms and display ads, struggle with fraudulent bot traffic and manipulative practices, another issue compounds the problem.
The widespread use of fixed CPA (cost per acquisition) networks often incentivizes questionable practices to meet CPA goals, leading to a cycle of poor-quality traffic and unreliable performance data.
This is where OEM marketing steps in, offering a cleaner, more reliable alternative for brands focused on driving high-quality app installs and user engagement. As an independent mobile marketing agency, REPLUG leverages its broad access to OEM ad placements to deliver fraud-resistant traffic explicitly tailored to each client’s needs.
Let’s dive into why OEM ads are a game-changer for apps and how they ensure cleaner traffic compared to other channels.
Through integrated ad placements, OEM marketing allows brands to display their apps directly on smartphones and carriers. Unlike ads on social media platforms or search engines, OEM ads are shown to users within the device’s native environment. Key ad placements include:
OEM advertising taps into native touchpoints, creating a seamless experience that is not intrusive to users. This method provides brands access to incremental reach, especially for transactional-based apps like e-commerce or ride-hailing, where direct actions, such as making a purchase or booking a ride, are crucial.
One of the primary benefits of OEM marketing is the significantly cleaner traffic it generates compared to traditional ad channels.
Fraudulent activities, such as click farms and bot traffic, are major concerns for app marketers. Still, OEM ads are displayed within environments controlled by smartphone manufacturers, reducing the risk of fraudulent interactions.
One of REPLUG’s main differentiators in the OEM marketing space is its independent positioning. Unlike other players tied to specific OEMs or tech providers, REPLUG operates independently, offering access to a broad range of OEM apps and carriers.
While competitors may be locked into exclusive partnerships, limiting their flexibility, REPLUG can access multiple OEM providers through direct partnerships, including Xiaomi, Oppo, Vivo, and Samsung.
This allows REPLUG to tailor OEM campaigns based on what best fits the client’s goals and target audience without being restricted by platform limitations and reach.
Another critical benefit is REPLUG’s action-based pricing model, which allows certain apps to pay only when users complete a specific action, such as making a purchase or engaging with the app meaningfully.
This reduces clients’ financial risk and ensures that ad spend is directly tied to valuable user actions rather than simply paying for installs.
You tell us your goal; we optimize your campaigns for success. Contact us today for tailored solutions.
REPLUG has successfully implemented OEM campaigns across various app categories, particularly for transactional-based apps like e-commerce and ride-hailing. Here’s how REPLUG delivers tangible results through OEM placements.
In working with a leading ride-hailing app, REPLUG used OEM ads to drive re-engagement for users who installed the app but hadn’t used it.
By leveraging OEMs’ launchers, REPLUG targeted these users based on in-browser predictive search, similar apps used, and affinities, leading to increased app activity, higher conversion rates, and incremental transacted revenue.
For a major media app, REPLUG implemented OEM ads in regions where Xiaomi performs better than other OEMs, successfully boosting app installs and driving user engagement in key target markets.
By understanding the regional preferences for OEM usage, REPLUG tailored the campaign for maximum impact, reaching the partner’s target KPI within a few weeks of the campaign activation.
For app marketers concerned about traffic quality, OEM ads are a powerful solution. With fraud being a growing concern in other digital channels, OEM marketing offers several benefits:
To maximize the potential of OEM advertising, you must follow best practices that align with your app’s needs and market conditions. Below are key strategies that can help ensure the success of your OEM marketing campaigns.
It’s important to note that OEM ads work best for apps with strong brand recognition. Users are more likely to trust and engage with apps they recognize, especially when the app icon is familiar.
“Famous apps” thrive in this space because their icons are widely recognized and trusted. For apps that may not have strong brand visibility yet, REPLUG can help explore alternative marketing strategies or optimize their OEM marketing approach to build brand trust.
OEM performance can vary by region. For example, Xiaomi might outperform Samsung in specific markets.
REPLUG’s deep understanding of these regional nuances allows them to customize campaigns and ensure clients’ ads are delivered to the most relevant users in each area.
OEM placements work exceptionally well during major sales periods like Black Friday, Christmas, or Back to School. This is the ideal time for transactional apps to leverage OEM ads to boost visibility and drive conversions.
REPLUG helps clients align their campaigns with these critical moments to maximize results.
Implementing a successful OEM advertising plan requires strategic planning and careful execution. A well-defined OEM ad campaign can help drive high-quality installs and user engagement across various OEM platforms. Here’s a step-by-step guide to get started.
Before launching any OEM advertising campaign, establish clear benchmarks. These metrics will serve as your guide for understanding performance and ensuring that your ad spend is being optimized.
Understanding your target audience is vital to any OEM marketing strategy. OEM ads offer unique opportunities to target users directly through mobile devices and pre-installed apps, so it’s important to define who you’re trying to reach.
Choosing the right OEM sales partners is essential for delivering high-quality OEM traffic and achieving your marketing goals. Since OEM advertising relies on original equipment manufacturers to deliver ads, selecting the best partner based on your audience and app type is critical.
Tap into an unexplored acquisition channel for many brands and benefit from the first-mover advantage. Contact REPLUG.
Measuring success is critical to understanding the effectiveness of your OEM ad campaign and optimizing future strategies. It’s important to track and analyze several key metrics to ensure you’re hitting your goals.
REPLUG brings a wealth of expertise and flexibility to OEM marketing. Our team works independently from specific OEMs, focusing on clean, fraud-resistant traffic. REPLUG ensures that your app reaches the right audience at the right time.
With proven results for transactional-based apps, REPLUG can help brands maximize their ad spend and drive meaningful engagement.
Interested in exploring how OEM marketing can boost your app’s growth?
Contact REPLUG today for a custom OEM marketing plan tailored to your business needs.