Mobile advertising is often misunderstood. fcatsand myths Surrounded by marketing icons, challenging common misconceptions about mobile OEM advertising


Think you know the ins and outs of mobile advertising? Perhaps it’s time to think again. Especially with mobile Original Equipment Manufacturer (OEM) advertising, which stands as a beacon of opportunity for mobile marketers and should be part of everyone’s marketing mix – yet there are still many common misconceptions about mobile OEM advertising.

Original Equipment Manufacturers (OEMs) in the Android space, such as Xiaomi, Samsung, and Huawei, design and produce smartphones, incorporating their own software, launchers, and their own app stores (aka alternative app stores) for software distribution. These mobile OEMs also develop their own native apps, like browsers, music players, and video players. Additionally, they create advertising networks and infrastructure, offering app publishers unique advertising avenues beyond conventional channels.

This article aims to clarify the reality of mobile OEM advertising and its potential highlighting its pivotal role in app growth and user acquisition. It discusses how collaborations with mobile OEM advertising specialists, utilizing their relationships with major OEMs like Huawei, Xiaomi, Vivo, OPPO, Realme, OnePlus, and Transsion, offer app developers an advantage in the competitive marketplace.

Why Mobile OEM Advertising?

Before tackling the misconceptions about mobile OEM advertising, some readers may need an introduction to this concept. So what exactly is mobile OEM advertising and why does it command such a major role in today’s app marketing strategies?

At its core, mobile OEM advertising allows app developers, brands, and mobile marketers to utilize the strategic positions of Original Equipment Manufacturers in the mobile ecosystem. In Europe, mobile OEMs like OPPO, Xiaomi, and Huawei are particularly influential, ranking among the top five smartphone brands in the market. This advertising method enables app developers to promote their apps directly on OEM devices through partnerships with mobile OEM specialists, such as AVOW.

Mobile OEM advertising offers a competitive edge through precise targeting, reaching untapped audiences and new markets, achieving higher user acquisition at a lower cost, and maintaining a fraud-free ecosystem. Additionally, it allows complete control over advertising reach by the OEM.

But that’s not everything, and that’s the first of many misconceptions about mobile OEM advertising, there’s a lot more to cover.

1. General Misconceptions about Mobile OEM Advertising


Mobile OEM advertising is just preloading, there’s no optimization, limited targeting, focuses on Asia and mobile OEM stores, and is not effective for branding.


There’s a belief that mobile OEM advertising is merely factory preloading apps on mobile devices. That it lacks optimization opportunities on display campaigns, offers limited targeting options, focuses on Asian markets, restricts advertising to mobile OEM stores (alternative app stores) and does not support branding campaigns.


Mobile OEM advertising goes beyond preloads, utilizes diverse advertising channels, incorporates optimization, precise targeting, and global outreach beyond Asia, and is highly effective for branding



Contrary to those beliefs, mobile OEM advertising extends beyond app preloads, such as dynamic preloads, which is highly effective for app install growth, to encompass various other strategies, including display advertising in various ad formats.

Mobile OEM advertising’s global relevance is emphasized by a 7% year-on-year increase in the global smartphone market in Q4 2023, reaching 323.2 million units, according to Counterpoint Research. This growth highlights the widespread adoption of non-Apple smartphones worldwide, capturing 77% of the global market share. By partnering with mobile OEM specialists, advertisers can leverage this extensive reach for branding campaigns, establishing a significant brand presence and engaging with a diverse, global audience.

Now let’s go a little deeper into each of these misconceptions to gain a clearer understanding, as well as reveal the unique benefits of mobile OEM advertising compared to traditional methods.


2. Misconceptions about Dynamic Preloads & Display Advertising


There is a belief that mobile OEM advertising is solely focused on dynamic preloads and pre-installed apps. 



Mobile OEM advertising employs dynamic preloads as well as various popular and effective display formats.



Although dynamic preloads are a powerful strategy that effectively places apps front and center for users, mobile OEM advertising also encompasses various display formats such as video splash screens, in-browser recommendations, minus one screens, within native apps, and through app icons. This strategy excels by offering targeted placements and ensuring brand-safe practices on OEM platforms, expanding its reach and effectiveness.


Dynamic Preloads UA Flow

Dynamic Preloads UA Flow

For more examples check out this Dynamic Preloads Guide.


Display Ad Examples


display ad examples


3. Misconceptions about Mobile OEM Advertising and Ad Targeting


Advertising directly on mobile OEM devices lacks targeting capabilities and effectiveness. 



There are plenty of targeting capabilities to maximize campaign reach and effectiveness within mobile OEM advertising.


These ad targeting capabilities include:

  • retargeting
  • geographic targeting
  • keyword targeting
  • appographic targeting
  • device type targeting
  • social demographic targeting
  • user-behavior targeting
  • app category targeting
  • analysis of time spent on app categories

By utilizing a mobile OEM specialist like AVOW, mobile marketers can make sure all targeting adheres to strict data protection and privacy standards.


4. Misconceptions about Mobile OEM Advertising and Regions (India and South East Asia vs. Europe)


Another presumption is that mobile OEM advertising predominantly targets India and South Asia and overlooks Europe.



Mobile OEM advertising, despite its roots in Asia, has a global reach, evident through sponsorships of major sporting events around the world.



Let’s set the record straight. While Asia is indeed a significant market in these regions, mobile OEM advertising has a global reach, including Europe, as evidenced by sponsorships of major events like the Champions League, Wimbledon, the World Cup, and others in recent years.

As mentioned earlier in the article, mobile OEMs such as OPPO, Xiaomi, and Huawei hold three of the top five positions in the European market – and according to Statista, Xiaomi is the leading smartphone brand in Spain, comprising over a quarter of the entire mobile market.


5. Misconceptions about Mobile OEM Advertising and Alternative App Stores (OEM App Stores)


There’s a prevailing belief that mobile OEM advertising is exclusively limited to alternative app stores.



Mobile OEM advertising expands beyond alternative app stores to include promoting apps directly on mobile OEM devices.



While advertising on alternative app stores is crucial in mobile OEM advertising, but it also includes promoting apps directly on OEM devices within the launcher environment or native apps. This comprehensive approach enhances app discoverability across multiple channels, simplifying marketing efforts and maximizing visibility and success without additional tech developments.


6. Misconceptions about Mobile OEM Advertising and Branding


It’s a highly common misunderstanding that branding is not a component of mobile OEM advertising.



Mobile OEM advertising offers various advertising options to grab users’ attention and gain brand recognition.



Mobile OEM advertising encompasses various advertising options for branding campaigns, including video, interstitial, splash, and minus one-screen adverts. This ensures that advertisers can effectively build their brand presence while driving performance metrics.


7. Misconceptions about Mobile OEMs and Mobile Games


Some RPG game developers are reluctant to run campaigns on mobile OEM devices, as they believe their games are too resource-intensive for these devices.



Mobile OEM, OPPO, actually excels in gaming with features like Hyper Boost and Game Space, ensuring smooth, lag-free gaming. Xiaomi, Huawei, and Vivo offer similar features.



Hyper Boost by OPPO enhances the device’s processing and memory management, ensuring smooth, lag-free gaming. While Game Space reduces background app activity, lightening the system’s load, which is especially useful for the detailed and long gameplay of RPGs. Devices from Xiaomi, Huawei, and Vivo offer similar enhancements with Game Turbo, Game Space, and AI Game Mode, respectively, elevating gaming experiences across several OEM platforms.

Reimagine Your Mobile Marketing Strategy with Mobile OEM Advertising

By dismantling these common misconceptions about mobile OEM advertising, we hope this article sheds light on its true power—a robust strategy that taps into a vast and diverse global audience. By leveraging targeted and integrated advertising campaigns directly through device manufacturers, marketers can effectively access untapped markets.

Consider collaborating with a specialist in mobile OEM advertising like AVOW to navigate this complex landscape, ensuring your campaigns are precisely targeted and optimized for the long-term growth of your mobile app. If you think there are misconceptions about mobile OEM advertising not covered here, reach out, and we’ll ensure you’re fully informed about this crucial aspect of mobile marketing.