How OEM advertising improves visibility and retains users in mobile apps

82% of users trust OEM recommendations when choosing apps. This trust makes OEM a powerful tool for gaining visibility from the first interaction. OEM helps with initial discovery and supports strong user retention and lasting engagement.

OEM advertising covers an impressive 93% of the global Android market, making it a key channel for mobile app growth. As traditional channels become saturated, more apps are turning to OEMs and carriers—such as Samsung, Huawei, Xiaomi, Motorola, and Lenovo—to position themselves right where users begin their digital experience: on the device itself.

With formats like pre-installs, native ads, and push notifications, OEM connects with users from the start, even before they search for an app.

The result? Guaranteed visibility, precise targeting, and a return on investment that redefines ad efficiency.

When should you implement OEM advertising?

48% of users discover new apps through pre-installs and OEM recommendations. This shows how effective this channel is for relevant discovery. Trust in recognized brands encourages users to try pre-installed or suggested apps directly on their devices.

OEM doesn’t just drive downloads; it also helps apps stay installed. Apps acquired through OEM are 50% less likely to be uninstalled and have a 25% higher click-through rate due to targeting users who truly value their offering.

Implementing OEM means leveraging strong user trust in the manufacturer, boosting engagement, and providing a seamless and relevant experience from the first interaction.

OEM for brand exposure and expanding reach.

OEM not only drives engagement but also offers a unique opportunity for your brand to stand out. For sectors like Fintech, E-commerce, Entertainment, and Delivery, OEM provides a strategic space to reach key users effectively.

With precise targeting, OEM enables you to reach specific audiences based on demographics, location, and behavior. This means you can attract users interested in financial services or convenience apps with precision, something other channels don’t offer.

OEM provides a competitive advantage for visibility and connects with users who genuinely value your brand’s offering, making your advertising strategy relevant and sustainable.

How do OEM advertising campaigns work?

To maximize OEM visibility, each campaign needs careful planning. This includes selecting devices and targeting audiences to ensure your message reaches the right public. By tailoring campaigns based on device model, location, and behavior, you can maximize impact.

The cost-per-install (CPI) model is key to measuring success, as it lets you assess ROI with clear metrics like impressions, clicks, and conversions. OEM advertising also offers lower installation costs and better engagement, helping brands maximize their ad budgets. By reducing intermediaries, OEM campaigns ensure transparency and control, minimizing fraud risks.

Finally, real-time optimization allows you to adjust strategies on the go, ensuring effective ad spend and optimal results.

Optimizing costs and improving ROI allows advertisers to reach high-quality users without wasting budget. With OEM’s transparency and control, advertisers can adjust strategies in real time, ensuring accurate results.

The potential of OEM to transform mobile advertising continues to grow. Choosing OEM is a step toward a future where user connections are more immediate, direct, and effective.

Don’t miss the chance to position your brand uniquely and effectively in a constantly changing market. Our team of experts at Rocket Lab is here to help you explore how OEM can transform your approach to user acquisition and retention.