In the hyper-competitive world of mobile apps, merely acquiring users is no longer enough. Every app marketer knows the real challenge lies in user retention. You can pour millions into ad spend, but if those users churn quickly, your app growth strategy is fundamentally flawed.
Here is where the often-underestimated power of mobile OEM ads comes into play, offering a unique pathway to not only broad reach but also to deeply engaged, high-intent users who are far more likely to stay. For example, our mobile OEM partnerships provide access to over 1.5 billion daily active users globally, covering 86% of the global Android market.
By utilizing mobile OEM ads, you can reach the right audience that will stick with you, embracing this model. Understanding how to calculate reach in this unique ecosystem is crucial for maximizing your return on investment.
The hunt for high-intent users in a crowded digital landscape
Think about it: who are your most valuable potential customers? They’re not just anyone who clicks an ad campaign. They’re the ones actively looking for solutions your app provides, the ones whose user behavior indicates a genuine need or strong interest. These are your high-intent audiences.
Traditional user acquisition channels, such as Google ads or social media campaigns, are excellent for broad targeting. However, they often cast a wide net, leading to a significant portion of traffic that might not convert into truly engaged, long-term users.
Also, marketers constantly battle against ad fraud and the challenge of filtering out low-quality installs. The quest for genuine intent often feels like searching for a needle in a haystack of impressions.
The unique advantage of mobile OEM ads
It is precisely where mobile OEM advertising shines as a strategic differentiator. Unlike the interruptive nature of many online ads, OEM ads are integrated directly into the mobile device experience itself. Imagine an Android device user setting up their new phone or browsing through system-level app recommendations. These aren’t just random placements; they’re native ads delivered by the device manufacturer (Original Equipment Manufacturer – OEM) at moments of high user receptivity.
The sheer variety of ad formats available through the OEM channel is impressive and highly effective. We’re talking about everything from dynamic preloads that prompt users to download the app on their device when they are setting it up, to smart folders that curate suggested apps based on user preferences, to contextual push notifications that guide users to relevant experiences.
Consider the direct access to users through platforms like Huawei AppGallery or through partnerships with other major OEMs, such as Xiaomi, vivo, and OPPO. It isn’t just advertising; it’s a fundamental part of the user journey on that specific device.
The beauty of mobile OEM placement is its inherent ability to attract high-intent users. When a user sees your app recommended within their device’s native environment, they perceive it as a trusted, relevant suggestion, not just another ad. It leads to cleaner traffic, often lower Cost Per Install (CPI) over the long run, and significantly reduced ad fraud, making your ad spend go further.
Reach is a catalyst for retention
Now, let’s talk about reach. In mobile marketing, reach fundamentally refers to the total number of unique users exposed to your ad campaign. However, in the context of OEM marketing, reach assumes a more profound, more strategic significance. It’s not just about how many eyeballs you hit; it’s about hitting the right eyeballs at the right time, consistently, to foster user engagement and ultimately, retention.
So, how to calculate reach when you’re dealing with OEM partnerships?
It involves analyzing the total active device base of the OEM, segmenting it by geo-location, device model, and user demographics, and then understanding the typical impression and click-through rates for specific OEM inventory types. Unlike calculating reach on a single ad network or social media platform, mobile OEM reach involves tapping into the vast, proprietary user bases of device manufacturers themselves. It’s about understanding the unique distribution channels and pre-installed app ecosystems that these OEMs command.
Usually, users acquired through organic channels, or those perceived as organic, tend to have significantly higher retention rates. OEM placements, with their native, integrated nature, often mimic this “organic” feel, leading to what we call “sticky” users.
When a user discovers an app through a trusted device recommendation, their initial user engagement is often higher, translating directly into better retention. We’re talking about users who are more likely to complete onboarding, make in-app purchases, and actively use the app over weeks and months, not just days. A study from Harvard indicates that a 5% increase in retention can lead to a 25-95% increase in profits—a staggering figure that underscores the importance of this metric.
Optimizing OEM campaigns for sustainable app growth
To truly leverage OEM campaigns for sustainable app growth, app marketers need a sophisticated approach to targeting. It means moving beyond generic demographics and diving deep into user data to understand user behavior on a granular level.
Geo-targeting is central in delivering highly relevant ads to users in specific regions where your app is most pertinent. Complementing this, device-level targeting enables you to reach users on particular Android devices, optimizing for both performance and user experience. The robust targeting capabilities extend further to include appographic, device type, and user behavior targeting, alongside the aforementioned geographic targeting.
Effective mobile OEM marketing also relies heavily on robust analytics. By meticulously
tracking ad performance – not just installs, but also in-app events, user lifetime value (LTV), and churn rates – advertisers can continually refine their strategies to optimize results. This iterative process, guided by data, ensures that your OEM partnerships not only drive volume but also deliver genuinely high-quality users who contribute to long-term app growth and success. It’s about optimizing your ad spend for the most impactful user acquisition possible.
Measuring success: Beyond installs to long-term retention
For any mobile marketing professional worth their salt, measuring success isn’t just by the number of new installs. The true metric of an effective ad campaign lies in its ability to drive user retention and loyalty.
For mobile OEM ads, this means tracking how users acquired through these channels behave over time. Are they opening the app frequently? Are they completing key actions? Are they making in-app purchases?
Tools for analytics and attribution are crucial in this context. They allow marketers to connect the dots between an initial OEM placement and the subsequent in-app user journey. This detailed insight ensures that your OEM inventory investments are yielding tangible returns in terms of lasting user engagement and loyalty. It’s about building a solid foundation for your app’s future, not just fleeting spikes in download charts.
How to calculate your reach with AVOW’s OEM expertise
Understanding your potential reach is the first step towards unlocking the full power of mobile OEM ads for retention. It allows you to strategically plan your campaigns, allocate resources effectively, and set realistic expectations for app growth in specific markets.
Knowing how to calculate reach precisely can define your campaign’s success. It is exactly why we’re excited to highlight AVOW’s recently launched reach calculator. As pioneers in the mobile OEM advertising space, AVOW understands the nuances of reaching unique users across diverse OEM channels.
Our intuitive tool enables you to accurately estimate your potential reach through our Mobile OEM services in various regions, providing invaluable insights into where your ad spend can have the most significant impact. Don’t leave your user acquisition strategy to guesswork.
Ready to uncover the true potential of your mobile app in new markets? Use AVOW’s new reach calculator today to see your reach using our Mobile OEM services in different regions and start driving unparalleled user retention!
Conclusion
In a mobile ecosystem saturated with competing apps and increasingly expensive traditional ad networks, mobile OEM advertising stands out as a powerful, underutilized solution for user acquisition and, crucially, user retention.
By directly connecting with high-intent users at pivotal moments in their user journey, OEM campaigns deliver quality reach that translates into higher engagement and long-term loyalty.
For app marketers serious about sustainable app growth, embracing the OEM channel isn’t just an option—it’s something imperative. It’s time to redefine what reach means and truly unlock the potential of your mobile app with strategic OEM partnerships, starting with a clear understanding of how to calculate reach.
Try out the reach calculator to understand how mobile OEM advertising can benefit you!
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