Reaching Android users in LATAM with OEM and DSP strategies you can’t ignore

Written by Rocket Lab Insightful | Oct 20, 2025 8:09:26 PM

If you want to achieve Android app growth in LATAM, relying only on Google Play campaigns is no longer enough. The region is overwhelmingly Android-first, with Android holding more than 84% of the mobile operating system share in South America as of July 2025.

Samsung, Huawei, Xiaomi, and Motorola dominate the market, making the opportunity massive. But when you depend solely on Google UAC, you limit your reach and compete in one of the most crowded channels. To achieve sustainable Android user acquisition beyond Play Store campaigns, marketers need to combine two strategies that are transforming the region: OEM campaigns and programmatic advertising with Android DSPs.

WHY APPLE ADS MATTER FOR IOS GROWTH IN LATAM

The limits of Play Store campaigns

Google Play remains an important channel, but it is crowded, competitive, and increasingly expensive. CPIs continue to rise while creative control is limited. This is why many teams now look for Google UAC alternatives in LATAM. They want channels that expand reach and improve ROI. Depending only on Play Store campaigns is risky, especially in a region where the majority of smartphone users are Android.

OEM CAMPAIGNS IN LATIN AMERICA

OEM campaigns in Latin America allow apps to appear directly on devices at the moment of setup. These include placements such as pre-installs and app recommendations, where users are most attentive and open to downloading new apps. It’s one of the most trusted touchpoints in the user journey because it comes directly from the manufacturer.

At Rocket Lab, we work with Google PAI (Preload App Install), where apps are suggested during the setup of a new Android device. This format combines high visibility with credibility, since recommendations come directly from the manufacturer and Google.

We are also the official OEM core agency of Xiaomi in LATAM, giving apps access to exclusive placements that extend visibility beyond the crowded Play Store.

FIRST-IMPACT ADS: rocket lab's oem solution

Beyond standard OEM placements, Rocket Lab developed First-Impact Ads, our proprietary OEM solution for Android app growth in LATAM. With FIA, apps appear the moment a device is activated, guaranteeing 100% visibility on the user’s first screen.

This solution is ideal for industries where early adoption and trust are critical, such as banking, fintech, e-commerce, and food delivery. Many leading brands already use First-Impact Ads to secure installs from the very first interaction, turning device activation into a growth opportunity.

PROGRAMMATIC DSPs: going beyond acquisition

The other pillar of Android app growth in LATAM is programmatic. Running campaigns through Android DSPs lets apps do more than acquire users. It also enables retargeting and engagement strategies that extend the user lifecycle. With programmatic, every impression is transparent — you know the traffic sources and placements of your ads, making it easier to optimize for high-value events.

At Rocket Lab we run programmatic advertising for Android apps in LATAM that complements OEM placements. OEM brings the installs, DSPs retain and monetize users. Together, they create stability and sustainable growth.

a complete android growth strategy

The strongest results come when both channels work together. OEM advertising in Latin America builds awareness and captures installs at device activation. Programmatic DSP campaigns extend engagement, improve retention, and maximize ROI. Relying on just one channel limits outcomes, but combining them creates a full-funnel strategy adapted to the realities of the region.

Rocket Lab brings this together as the App Growth Hub in LATAM. With unified dashboards, localized benchmarks, and expertise across OEM and DSP strategies, we give apps the foundation they need for sustainable Android app growth in LATAM.

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