Getting your app noticed is harder than ever.
The app ecosystem is crowded, acquisition costs are rising, and users are flooded with choices. Standing out and acquiring installs has become increasingly complex.
That's why more brands are reevaluating their approach to connecting with users. The biggest opportunity now lies at the very beginning: when people set up a new phone and decide which apps will become part of their daily routine.
THIS IS WHERE GOOGLE PAI (PLAY AUTO INSTALL) MAKES THE DIFFERENCE
Google PAI places your app directly into the device setup process, giving you access to millions of newly activated Android devices every day. By showing up during onboarding, before any searching, scrolling, or app store browsing begins, your app gets a powerful head start.
Timing is everything. Apps installed early often become users’ go-to choices, leading to stronger retention and higher long-term engagement. For marketers, this is a rare opportunity for focused attention, when users actively curate their home screens with intent. No distractions. No competition. Just a trusted moment to be chosen first.
Google PAI (Play Auto Install) is a performance-based solution that integrates your app into the initial setup of Android devices, in collaboration with Google Play and leading device manufacturers (OEMs).
A user turns on a new Android phone or resets an existing one
During setup, they connect to Wi-Fi and are shown a curated list of recommended apps
Your app can appear in this list, presented in a native and seamless experience
If selected, the app installs automatically in the background via the Play Store
When the app is opened for the first time, the engagement is tracked, and attribution occurs
Importantly, this process is user-consented and non-intrusive. Everything happens smoothly, with no redirects or friction, just a streamlined path to app activation.
Google PAI is a true performance channel. You only pay when a user actively engages with your app, ensuring your budget goes toward meaningful and measurable results from day one.
Most user acquisition strategies begin after device setup, once the user is already overwhelmed by a sea of apps, ads, and notifications. By that point, you’re competing for attention in a crowded and noisy environment.
Google PAI flips that dynamic. It places your app front and center before the competition, during the device setup process when users are making intentional decisions about which apps will live on their home screen.
This isn’t just another ad impression. Your app becomes part of the onboarding journey, presented in a trusted, distraction-free environment. The user isn’t being interrupted. They’re customizing their device, and your app is part of that personalized experience.
That trust matters. According to a study conducted by Nielsen, OEM recommendations play a significant role in app selection, and 82% of users report trusting apps recommended by their phone. Google PAI builds on this trust by integrating your app seamlessly and officially, supported by both Google Play and leading device manufacturers.
As mentioned before, Google PAI isn’t just a new ad format; it’s a smarter, more intentional way to build lasting relationships with users.
While it takes place during the device setup process, what truly sets Google PAI apart is the quality of the interaction. It’s not about interruption or persuasion, it’s about presence at a meaningful moment, when users are focused, engaged, and making deliberate choices about how they want their phone to work.
“At that stage, users are fully focused on customizing their experience,” says Alexandros Drakoulis, Global OEM Lead at Rocket Lab. “They’re not skipping banners or reacting to distractions. They’re making deliberate choices about how their phone should work.”
What makes this format even more powerful is that it’s entirely optional. Users can skip the PAI flow without installing anything. This means every app that is selected reflects true intent.
“If a user chooses your app at that moment, it reflects true intent,” Alex explains.
“It feels closer to an organic install than a paid one because it’s not triggered by urgency or noise.”
When an app is recommended through a native, device-backed experience endorsed by both Google and the user's trusted OEM, it doesn’t feel like advertising. It feels like part of the product. This kind of integration allows a stronger emotional connection and long-term brand trust.
“People trust their device brands. They choose a phone because they believe in its security and quality,” says Alex. “That trust extends to the apps suggested during setup. It works like a built-in recommendation.”
For advertisers, the benefits are clear:
Higher-quality, high-intent installs
Lower dependency on retargeting
Stronger post-install engagement
Greater brand relevance from day one
With Rocket Lab’s direct partnerships with leading OEMs, including Xiaomi, OPPO, Motorola, and Transsion, brands can activate Google PAI across key global markets with full operational support.
This isn’t just another user acquisition channel. It’s a strategic growth lever designed to deliver high-impact results, build trust, and scale smarter from the very first tap.
At Rocket Lab, we help brands accelerate growth through platforms like Google PAI.
Let’s talk about how it can fit into your strategy.