The dating app market is more competitive than ever, with thousands of apps vying for users’ attention. Traditional app advertising and marketing strategies like social media, push notifications, and Apple Search Ads are effective. However, they often fall short when standing out in this ever-changing and crowded marketplace. That’s where mobile OEM (Original Equipment Manufacturer) advertising comes in.
Did you know that Dynamic Preloads, one of the mobile OEM advertising formats, can boost installs by 1400%? By leveraging OEM platforms, app developers can access untapped audiences, boost user acquisition, and drive sustained app growth.
Understanding mobile OEM advertising and its place in app advertising
Currently, there are over 300 app stores worldwide. Many companies like Samsung, OPPO, and vivo have their own app stores.
Mobile OEM advertising involves placing ads directly within the native ecosystems of smartphone manufacturers such as Xiaomi, Huawei, and OPPO. Unlike traditional app store marketing and app advertising, which rely heavily on organic discovery or paid social campaigns, OEM ads allow advertisers to reach users at various touchpoints throughout their mobile experience. These can include pre-installed apps, app recommendation widgets, and push notifications directly from the OEM channel.
The Advantage of mobile OEM ads for dating apps
Dating apps depend greatly on strong user acquisition strategies to drive active users and engagement. Here’s how OEM advertising plays a pivotal role in scaling a dating app:
- Access to a massive user base: OEM platforms provide access to millions of active users who interact with their smartphones daily. It allows dating apps to appear in prime real estate spaces, like alternative app stores and system notifications, increasing visibility and attracting new installs. The best part is that there is a 40% increase in organic installs when you combine Dynamic Preloads with other UA strategies. Marketers and app developers who want to grow their apps should focus on mobile OEM advertising.
- Reduced competition compared to Google Play and Apple search ads: By February 2025, there were a total of 1,908,775 applications available on the Apple App Store, consisting of 1,819,456 free applications and 88,045 paid ones. While there is saturation in Google Play Store and Apple Search Ads, with competitors bidding for the exact keywords, alternative app stores powered by mobile OEMs offer a less crowded marketplace. It gives dating apps a cost-efficient way to acquire users without high ad spend.
- Higher conversion rates: Unlike conventional app marketing channels, mobile OEM ads seamlessly integrate into the user’s mobile experience. Whether through app store recommendations or push notifications, these ads have a higher likelihood of engagement and conversion than generic banner ads on social media.
- Better user retention and engagement: OEM ads drive installs and ensure higher-quality user acquisition. Since these users discover the app through native recommendations, they tend to be more engaged, resulting in better app sessions, longer user retention, and higher interaction rates within the dating app.
Key OEM ad formats for dating app marketers
App marketers looking to optimize their campaigns should explore various OEM ad formats, each offering unique benefits:
- Dynamic preloads: Advertisers leveraging preloads reported a 20% uplift in brand visibility. Dating apps can be downloaded immediately upon users activating their newly shipped smartphones, offering an instant user base upon device activation.
- App Store promotions: Featuring your dating app on alternative app stores ensures better discoverability than the oversaturated Google Play and Apple App Store.
- Push notifications: Push notification personalization improves reaction rates by 400%. OEM platforms enable targeted push notifications that remind users to engage with the app, improving user experience and boosting engagement.
- Search and display ads: OEM channels allow for highly targeted search and display ads that surface when users browse for relevant apps.
- App recommendations: Many OEM platforms have built-in app recommendation engines that suggest new apps based on user behavior, making it easier for dating apps to find their ideal audience. App developers and marketers do not have to put in much effort as a result of it.
Optimizing your dating app marketing strategy with OEM advertising
To fully leverage the power of OEM ads, dating app marketers should follow these key strategies:
1. Refine your user acquisition strategy
OEM ads provide a more efficient way to acquire high-intent users. A study shows that 68% of customers expect their experiences to be personalized. How can app developers and marketers do this even before their potential users learn about the app?
By segmenting your audience based on demographics, interests, and mobile usage behavior, you can ensure that your ads reach the right people at the right time.
Before using this app advertising strategy, it is crucial to understand your target audience; this will help you pick the proper Mobile OEM advertising format and the best alternative app store. By following this step, you will reach your target audience with ease.
2. Leverage creative strategies for higher engagement
Did you know that apps that appear in dynamic preload ads have a 50% higher engagement rate than those downloaded from app stores? A well-designed ad creative tailored for OEM placements can make a significant difference. Use compelling visuals, personalized messaging, and A/B testing to determine what resonates best with your target audience.
3. Utilize first-party data for precise targeting
Unlike social media platforms, OEM channels provide access to first-party data, allowing advertisers to fine-tune their targeting with precision. By analyzing user behavior, app sessions, and device interactions, dating apps can optimize their campaigns for better engagement.
4. Test and iterate for maximum ROI
Regularly testing different ad formats, creatives, and targeting approaches is crucial for refining your app marketing strategy. OEM platforms provide real-time analytics that helps app marketers make data-driven decisions to maximize ROI.
5. Scale up with alternative app stores
Many dating apps rely solely on Google Play and the Apple App Store for distribution, missing out on alternative app stores offered by OEMs. Listing your dating app on these platforms increases visibility and diversifies traffic sources, reducing dependency on a single platform.
6. Monitor user behavior and optimize for retention
Beyond installs, monitoring user retention and engagement is crucial. OEM analytics tools provide insights into user interaction patterns, helping advertisers refine their strategies to improve long-term retention.
Why OEM advertising is a game-changer for dating apps
While social media campaigns and influencer marketing play pivotal roles in mobile app marketing, OEM advertising provides a unique advantage by placing ads directly in front of high-intent users. With dating apps facing fierce competition in the app category, standing out requires innovative approaches like mobile OEM advertising. This app advertising strategy will help you win over your competitors while earning good ROI.
Conclusion
Scaling a dating app requires strategic marketing, innovative ad formats, and data-driven optimization. OEM advertising is a powerful and cost-effective app advertising model that helps boost user acquisition, increase engagement, and enhance brand visibility. By leveraging OEM platforms, dating app developers can gain a competitive edge in the industry and drive long-term app growth.
Are you ready to take your dating app marketing strategy to the next level? Explore how mobile OEM advertising can accelerate your user acquisition campaigns and maximize your app’s potential. Contact us now!
Want to unlock the full blueprint for building and scaling a successful dating app? Discover all the secrets in our Ultimate Guide to Building and Marketing a Dating App!