OEM (original equipment manufacturer) apps offer a smart way to reach untapped audiences and get ahead of your competitors. In her feature for MMA, Lead Analyst and Founder of MobileGroove, Peggy Anne Salz, explained that OEMs offer “a wealth of opportunity for marketers who tap the vast distribution opportunities offered by alternative app stores.” However, there are several ways to run campaigns with OEMs and it’s important to know what makes them unique. For example, marketers should learn the difference between display ads and preinstall deals. In this guide, we define each term and share what makes them value methods for mobile marketers.

Display ads vs. preinstall deals: What’s the difference?

What are display ads?

Display advertising is a user acquisition method that uses ad inventory on the display of a user’s device. These ads use text, image and video creative that is displayed on a screen to drive conversions. Display ads are typically charged by Cost per Click (CPC) or Cost per Mille (CPM). When working with OEMs, there are several ad formats for display ads that you need to know.

  • Banner ads: This ad format displays your ad across a banner on the user’s screen. For example, banner ads can be shown on Oppo App Market’s homepage, displayed based on targeted labels.
  • Splash ads: These are full-screen ads based on targeted labels. Because they take up the whole screen, splash ads can deliver high engagement. These are high impact ads that – due to their full screen placement – are best used sparingly for special events rather than on a day-to-day basis.
  • Native ads: Native advertising matches the media format in which they appear. For example, these are app icons that advertise your app, which can appear in recommendations, search and a user’s news feed . Moreover, OEMs craft custom placements for native ads within their device ecosystem, making them an unobtrusive and user friendly format.
  • Intent-based advertising: This is an ad format that displays your ad as a result of the user’s searches in the app store. This format increases install rates by making recommendations based on user behavior. For example, you can place ads on Huawei AppGallery’s search function with up to 200 keywords for a single task. With Huawei App Gallery, you can configure different bidding prices depending on the keyword. The Quick Search function can also display recommended apps when a user enters a relevant keyword before tapping the search button.

What are preinstall deals?

Preinstalled and preloaded apps are another marketing option when working with OEMs. This enables apps to be preinstalled on brand new devices (Out The Box) or during phone system updates (Over the Air) without any action taken by the user. Advertisers can have their app prominently displayed on a device during the installation period. This can be helpful when scaling up your user base. Preinstall deals can also generate rapid and sustainable growth, giving you a larger portion of the market share.

To learn more about the different ad formats available with OEMs, read our complete guide here.

Why should mobile marketers work with alternative app stores?

It is more difficult than ever before to drive conversions on the App Store and Google Play Store. OEMs offer access to untapped markets at a better price. It can be challenging to maneuver through the various specifications for each alternative app store, but this initial work is worth the long-term benefits. Here are the most important benefits marketers gain when they choose to work with OEMs:

  • Reach your growth goals: OEMs can help marketers grow on a global scale by reaching new audiences and accessing new markets 
  • Achieve your user acquisition targets: OEMs offer higher user-acquisition at a lower CPI (cost-per-install)
  • Enter a fraud-proof ecosystem: OEMs offer a fully fraud-free advertising environment because there are no additional layers between the budget holder and the OEM. Moreover, reach advertising placement is fully controlled by the OEM.
  • Build trust with your audience: Brand-loyal users will view ads as more trustworthy by association with the OEM

How can I start working with OEMs?

AVOW has partnered with several OEMs from around the world to help clients get the most out of their advertising spend. These partnerships can expand mobile marketers’ reach and unlock new revenue streams. Moreover, these audiences cannot be accessed via social, search or SDK networks. We also help clients with a consultative approach, guiding them through the entire campaign cycle. This includes everything from how to get listed on each OEM app store to distributing and tracking campaign performance. 

Clients can also benefit from AVOW Performance Optimizer (APO), which optimizes OEM on-device inventory in real time. This is an in-house solution that optimizes inventory towards your KPI goals and engagement levels. This consequently improves campaign performance and boosts ROAS. All OEM on-device inventory is verified by the leading mobile measurement companies in the industry (MMPs), offering a process that uses automation to our clients’ advantage.

 For more insights into how Avow can help you leverage untapped audiences, read our introduction to OEMs.


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