Mobile OEM advertising offers a powerful way for brands and app marketers to reach users beyond traditional app stores and digital channels. As smartphone manufacturers broaden their advertising ecosystems, marketers gain access to premium placements that engage users directly on devices, delivering strategic advantages in user acquisition.
Lockscreen advertising and splash screen ads are two leading OEM ad formats. Both offer high visibility and user engagement, but serve distinct marketing needs.
The question is not which format is better overall—it is which format is better for your campaign goals.
To determine the optimal format, marketers must differentiate between Lockscreen Advertising and splash screen ads. The following analysis provides a rigorous comparison of each format’s strengths, ideal use cases, and critical decision factors to guide format selection for campaign optimization.
Understanding the mobile OEM advertising ecosystem
Before analyzing formats, it is essential to contextualize the strategic value of OEM advertising within the current mobile ecosystem.
OEM (Original Equipment Manufacturer) advertising enables brands to place ads directly within smartphone manufacturer ecosystems. By bypassing exclusive reliance on Google Play, social media, or search engines, advertisers gain access to native, high-impact touchpoints embedded across devices.
Industry analysis indicates that smartphone users commonly spend more than 4 hours daily on mobile devices, offering substantial opportunities for targeted consumer engagement throughout their journeys.
OEM placements typically include:
- Lockscreen ads
- Splash screen ads
- App recommendation feeds
- Dynamic preload campaigns
- Native device notifications
- Browser and content discovery placements
Among these options, Lockscreen Advertising and splash screen ads consistently deliver some of the highest visibility rates.
What is lockscreen advertising?
Lockscreen advertising explained
Lockscreen advertising refers to promotional content displayed on a smartphone’s lockscreen before the user unlocks the device.
Because users check their phones dozens—sometimes hundreds—of times per day, lockscreen placements provide repeated exposure throughout the day.
Lockscreen ads appear in a premium, distraction-free environment, reducing competition for attention. Common lockscreen ad formats include:
- Static images
- Interactive creatives
- Video ads
- Swipe-enabled experiences
- Personalized recommendations
These ads are typically integrated directly into OEM interfaces, creating a seamless user experience.
Why marketers like lockscreen advertising
The primary advantage of lockscreen advertising is its unmatched frequency of user exposure.
Users naturally encounter the placement multiple times daily without requiring app usage or content consumption.
Key benefits include:
Massive reach
Every device unlock creates an impression opportunity.
Strong brand recall
Repeated exposure helps reinforce brand awareness and message retention.
High visibility
Ads appear in one of the most prominent locations on a smartphone.
Native experience
Because placements are integrated into the device ecosystem, users often perceive them as less intrusive than traditional banner advertising.
Effective for upper-funnel campaigns
Brands seeking awareness, consideration, and market penetration often benefit from lockscreen placements.
What are splash screen ads?
Splash screen ads are full-screen ads displayed immediately upon an application’s launch, delivering immediate brand impact in a user-focused environment.
These ads occupy the entire screen during the loading process before users access app content.
Popular apps across gaming, entertainment, finance, shopping, and utility categories often use splash-screen advertising to monetize user sessions.
OEM ecosystems have increasingly adopted splash screen placements across native applications and manufacturer-owned services.
Why are splash screen ads effective?
Splash screen ads capture user attention during a focused moment.
When users open an app, they are engaged and attentive, increasing the chance of noticing the ad. Benefits include:
Full-screen visibility
The entire display is dedicated to the advertisement.
Strong engagement
Users are actively interacting with their devices during app launches.
Rich creative opportunities
Brands can use:
- Videos
- Interactive animations
- Product showcases
- Dynamic storytelling
Performance-oriented outcomes
Splash screen ads can drive strong click-through rates and app installs thanks to their immersive format.
Lockscreen advertising vs. Splash screen ads: Key differences
1. User mindset
One of the biggest distinctions lies in user intent.
Lockscreen advertising
Users are simply checking their phones. Their mindset is passive and exploratory. This makes lockscreen ads highly effective for:
- Brand awareness
- Product discovery
- New app introductions
- Market education
Splash screen ads
Users are opening a specific application. Their mindset is active and focused.
This creates stronger opportunities for:
- App installs
- Promotional campaigns
- Conversion-focused messaging
- Direct-response advertising
Winner: Depends on campaign objectives.
2. Frequency of exposure
Lockscreen advertising
Research consistently shows that smartphone users unlock their devices dozens of times daily. This means a single user may see the same campaign repeatedly throughout the day.
Benefits include:
- Increased brand recall
- Stronger familiarity
- Better awareness metrics
Splash screen ads
Exposure depends on app usage frequency.
A user only sees the ad when launching participating apps.
While impressions may be fewer, engagement levels can be higher.
Winner: Lockscreen Advertising
3. User attention levels
Lockscreen advertising
Users may glance at the content briefly before unlocking their devices.
Attention duration is typically shorter. Creative messaging must therefore be concise and impactful.
Splash screen ads
Users are already focused on the screen, waiting for the app content to load.
This provides an opportunity for:
- Rich media storytelling
- Product demonstrations
- Longer video experiences
Winner: Splash Screen Ads
4. Brand awareness potential
For marketers seeking broad market visibility, lockscreen advertising often delivers superior performance. Repeated exposure creates a cumulative branding effect that helps consumers remember:
- Brand names
- Product features
- Promotional messages
- App offerings
This makes lockscreen campaigns particularly valuable for:
- New product launches
- Market expansion efforts
- Brand repositioning campaigns
Winner: Lockscreen Advertising
5. Performance marketing capability
Splash screen ads generally excel when campaigns prioritize measurable actions.
Examples include:
- App installs
- Lead generation
- Product signups
- Subscription acquisition
- Promotional offers
The immersive nature of full-screen creatives encourages stronger user interaction.
Winner: Splash Screen Ads
6. Creative flexibility
Lockscreen advertising
Best suited for:
- Simple visuals
- Bold messaging
- Short videos
- Quick calls-to-action
Splash screen ads
Supports richer creative executions such as:
- Video storytelling
- Interactive elements
- Product walkthroughs
- Gamified experiences
Winner: Splash Screen Ads
When should you choose lockscreen advertising?
Choose Lockscreen Advertising when your goal is:
Building brand awareness
Repeated visibility drives recognition and recall.
Launching a new app
Before users search for app stores, they need to be aware that your app exists.
Expanding into new markets
Lockscreen placements help establish presence quickly among large user populations.
Supporting upper-funnel campaigns
Awareness and consideration campaigns benefit significantly from repeated exposure.
Promoting seasonal campaigns
Brands launching major promotions can maintain continuous visibility throughout campaign periods.
Industries that commonly benefit include:
- Fintech
- E-commerce
- Streaming services
- Travel
- Consumer electronics
- Automotive brands
When should you choose splash screen ads?
Splash screen ads are often the better choice when your objective is direct action.
Driving app installs
Users are already in an app engagement mindset.
Generating immediate conversions
The format encourages clicks and interactions.
Showcasing product features
Rich media creatives allow detailed storytelling.
Retargeting existing users
Brands can use splash screens to promote upgrades, offers, or new features.
Running performance campaigns
Campaigns focused on ROAS, CPI, or CPA often benefit from splash screen placements.
Industries frequently leveraging splash screen ads include:
- Gaming
- Retail
- Entertainment
- Food delivery
- Fintech
- Subscription services
Why the best strategy often combines both
The most successful OEM advertising campaigns rarely rely on a single format.
Instead, marketers use multiple touchpoints to move users through the funnel.
For example:
Awareness stage
Use lockscreen advertising to introduce the brand.
Consideration stage
Retarget users through OEM recommendation feeds or native placements.
Conversion stage
Deploy splash screen ads to drive installs or purchases.
This full-funnel approach creates multiple opportunities for engagement while maintaining consistent messaging across the user journey.
By combining both formats, marketers can benefit from:
- Higher reach
- Better recall
- Improved engagement
- Stronger conversion rates
- Increased campaign efficiency
Measuring success across both formats
Regardless of format, marketers should track:
Awareness metrics
- Reach
- Impressions
- Viewability
- Brand recall
- Ad recall
Engagement metrics
- Click-through rate (CTR)
- Interaction rate
- Video completion rate
Performance metrics
- Cost per install (CPI)
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Customer lifetime value (LTV)
Advanced OEM platforms increasingly provide AI-powered optimization tools that help advertisers allocate budgets across placements based on performance signals.
FAQ: Lockscreen Advertising vs. Splash Screen Ads
What is lockscreen advertising?
A. Lockscreen advertising displays promotional content on a smartphone’s lock screen before the device is unlocked, providing repeated brand exposure throughout the day.
What are splash screen ads?
A. Splash screen ads are full-screen ads shown when an app launches, capturing user attention during the app’s initial load.
Which format offers better brand awareness?
A. Lockscreen advertising typically delivers higher brand awareness because users see it frequently when unlocking their devices.
Which format is better for driving conversions?
Splash screen ads are more effective for performance marketing and conversions, as users are already engaged and ready to interact when they open an app.Can both formats be used in one campaign?
Yes. Combining both formats lets marketers maximize reach, recall, and conversions by engaging users at different points in their mobile journey.
Conclusion
The choice between lockscreen advertising and splash screen ads ultimately depends on campaign objectives.
If your goal is broad reach, repeated exposure, and stronger brand recall, Lockscreen Advertising offers a powerful way to engage users directly from one of the most visible areas of their smartphones. Its ability to generate consistent awareness makes it ideal for app launches, market expansion, and upper-funnel campaigns.
If your focus is performance marketing, user acquisition, and conversion-driven outcomes, splash screen ads provide immersive experiences that encourage immediate action.
For many brands, the optimal strategy combines both formats within a comprehensive OEM advertising framework. By aligning placements with the customer journey, marketers can maximize awareness, engagement, and conversion performance while reaching users beyond traditional app store environments.
Unlock the Full Potential of OEM Advertising with AVOW
Choosing the right OEM format is only part of the equation. AVOW helps app marketers scale growth through premium OEM advertising solutions, including lockscreen placements, splash screen ads, dynamic preloads, and other high-impact mobile touchpoints. With access to leading smartphone manufacturers worldwide, AVOW enables brands to reach high-intent users, improve app discovery, and drive measurable growth across the entire user journey.
Discover how AVOW can help your next campaign deliver stronger visibility, engagement, and installs.
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