Why OEM advertising is a game changer for mobile app installs and user acquisition.

What if there was a way to connect directly with users before they even open an app store? That’s where OEM advertising comes in. 

OEM, or Original Equipment Manufacturer, refers to companies like device manufacturers, mobile carriers, and retailers that build their advertising platforms, exclusively for the Android market.

In the mobile app industry, OEMs are reshaping user acquisition by allowing marketers to reach users in high-impact conditions—like before users search for or download an app. With OEM, users don’t need to actively browse for apps to be reached; simply having a cellphone is enough to be impacted.

OEM Advertising is the future of mobile app growth

OEM advertising presents an incredible opportunity for advertisers looking for a more advanced, flexible, and transparent way to reach users in the Android ecosystem:

• Advanced data and personalization: OEM platforms provide detailed user data, allowing advertisers to deliver highly personalized experiences.
• Higher control: Advertisers have more flexibility in negotiating inventory and managing campaigns directly with device manufacturers and carriers.
• Transparency and lower complexity: With fewer intermediaries, advertisers gain clearer insights into campaign performance, making it easier to optimize in real-time.
• Operational efficiency: The simplified purchasing process reduces costs and streamlines campaign management.

Innovation and experimentation: OEM offers the opportunity to test new ad formats and experiment with different approaches, paving the way for creative strategies.

As traditional channels become saturated, OEM advertising stands out as a new alternative for brands to deliver high-impact visibility and reach users in fresh, innovative ways.

Whether it's through preloads, native ads or push notifications, OEM advertising is transforming how apps connect with users right from the start.

So, why is OEM advertising gaining so much attention lately? The answer lies in its ability to offer precise targeting. Using detailed data like device model, location, user behavior, apps the users have installed and demographics, OEM ads help apps reach the right users, allowing them to stand out in a busy market. This approach also provides fraud-free inventory, reducing the risks of ad fraud like bots or fake clicks, ensuring your investment goes further.

OEM advertising provides lower costs per install (CPI) and better engagement, helping brands make the most of their advertising budgets.

This affordable approach has become a top choice for app marketers aiming for better ROI and sustainable growth.

OEM advertising is available in a few main formats, all designed to capture user attention as soon as the device is turned on.

Preloads

Initial engagement: A premium placement reserved for top brands, where your app is either pre-installed or shown during the device’s first activation, ensuring 100% visibility. This exclusive spot is available only for apps with over 5M downloads and a consistent rating of 4.0 or higher.

Native Ads

Effortless integration: These ads blend seamlessly into the user experience, improving how your brand is perceived. With the help of machine learning optimizations, native ads can drive performance by reaching lower funnel events, leading to better conversions and stronger ROI.

Push Rich

Maximum attention: Reach the user’s home screen directly, ensuring immediate attention to your message.

The advantages of OEM advertising go beyond just reaching users—they allow brands to connect with the right users in the most effective way possible.

By targeting users based on data such as device model, geolocation,  user behavior, apps the users have installed, and demographics, OEM advertising ensures that your app reaches users who are more likely to engage. This level of precision eliminates wasted ad spend and puts your brand in front of high-quality leads in first-impact placements.

It also helps apps get discovered in new markets by making them part of the device’s ecosystem before users start browsing app stores. This early visibility increases installs and enhances your app’s presence in growing markets.

OEM advertising connects with users at key moments, starting from the first time they power on their new device. Pre-installed apps, native ads and push notifications are all designed to capture attention during important interactions. This helps boost conversion rates from the start and promotes long-term engagement.

Working with major manufacturers like Samsung, Xiaomi, and Oppo gives advertisers access to exclusive ad space in a trusted environment, creating a more genuine user experience. By tracking performance metrics like impressions, clicks, and installs, advertisers can quickly adjust their strategies in real time to maximize results.

OEM advertising transforms how brands connect with users by integrating seamlessly into the mobile experience. The way it targets users at important moments and delivers personalized ads through preloads, on-device ads, and push notifications is turning it into a leading choice for app marketers.

If you’re wondering how OEM advertising can benefit your app, Rocket Lab is here to help. Follow our posts for more insights on this growing field and learn how to use OEM to drive long-term growth.