How to win at mobile advertising in Spain with Samsung, Xiaomi and OPPO, and take it across Europe and LATAM
Mobile advertising in Spain has a familiar problem: the same few platforms, the same bidding wars, and a cost per install that rarely moves in your favor. If you run user acquisition (UA) for an app in Spain, you’ve watched this happen.
Here’s the short answer. Samsung, Xiaomi and OPPO devices make up nearly 60% of all phones in use in Spain, and each manufacturer runs its own app store and on-device ad placements. Mobile OEM (original equipment manufacturer) advertising reaches those users directly on their phones, outside the auctions everyone else is fighting in.
That makes OEM channels the most underused lever in Spanish app growth today. Below, you’ll find the market numbers, how the main formats work, what happened when Spain’s leading classifieds marketplace put them to the test, and
What Does Spain’s Android Market Look Like?
Three Android manufacturers account for nearly 60% of the phones in Spain. In September 2026, Samsung and Xiaomi each held about 27% of the market, with OPPO adding more than 6%. Apple holds a similar 26.8% on its own, but it’s one brand with one closed store. Android is where the openings are, so that’s where this guide stays.
| OEM | Share of mobile devices in Spain |
|---|---|
| Samsung | 27.0% |
| Xiaomi | 26.3% |
| OPPO | 6.4% |
| HONOR | 2.0% |
Source: StatCounter, Mobile Vendor Market Share Spain (Sept 2026)
Look at Xiaomi’s number. It sits within one point of Samsung, which tells you how far Spanish buyers have moved beyond a single default brand. Each of these manufacturers controls its own home screen, app store and system apps.
Honestly, most UA plans in Spain still treat Android as one channel. It’s at least three, and each one has inventory that never shows up in a standard ad network auction. AVOW works directly with all three: Xiaomi, OPPO and a key agency partner for Samsung in Europe.
How Does Mobile Advertising in Spain Work on OEM Channels?
OEM advertising places your app inside the smartphone itself: the app store, the app drawer and the first screens a new owner sees. AVOW groups this into four product types: display ads, alternative app stores, Dynamic Preloads and branding.
On-device display ads
These ads appear in native system spaces such as Xiaomi’s App Vault, App Drawer and GetApps store. They’re served based on how people actually use apps on their device, so a shopping app reaches active shoppers rather than a broad demographic guess.
Alternative app stores
Xiaomi GetApps, the OPPO Store and Samsung’s Galaxy Store each run their own charts, search and featured slots. Listing your app there is the entry ticket. Paid placements then push it to the top of its category, in front of people already browsing for apps.
Dynamic Preloads
This is the format UA teams tend to underestimate. Dynamic Preloads use Google Play Auto Install (PAI), which triggers when someone first switches on or factory-resets a new device. Your app downloads straight from Google Play in its latest version, with no SDK work, on a cost-per-install basis. Campaigns can go live about two weeks after commercial agreements are signed.
Targeting and measurement in one place
AVOW Intelligence, AVOW’s proprietary technology, uses first-party data to sharpen targeting across every OEM. Campaigns run through a single interface instead of separate deals with each manufacturer. AVOW is also an AppsFlyer Premier Agency Partner, so results flow into the measurement stack most performance teams already use.
For apps in e-commerce, gaming, fintech, travel and dating, that combination matters most when the usual channels start to plateau. Spending more on the same auctions rarely fixes that. New inventory does.
How Did Milanuncios Grow Users 30% With OEM Ads?
Milanuncios, Spain’s leading online classifieds platform, combined Xiaomi on-device campaigns with OPPO preloads and beat its cost target while growing its user base 30% quarter over quarter.
The marketplace connects buyers and sellers across second-hand goods, real estate, jobs and more. Its challenge will sound familiar to any Spanish e-commerce team. A saturated market and large e-commerce platforms drove acquisition costs up, while ad fatigue weakened traditional campaigns.
Milanuncios partnered with AVOW to access premium Xiaomi and OPPO inventory. The campaign used three levers:
- OEM inventory: high-quality display and preload placements on Xiaomi and OPPO devices.
- Targeting optimization: precise audience targeting through AVOW Intelligence data analysis.
- Unified integration: access to multiple OEM inventories through a single interface.
The results, as published in the Milanuncios success story:
| Metric | Result |
|---|---|
| eCPA | 23% below the initial goal |
| User growth | 30% increase, quarter over quarter |
| Budget | 100% of budget used efficiently |
“AVOW’s partnership was instrumental in elevating our user acquisition efforts. Their ability to consistently drive a cost-efficient campaign was a major factor in our success.”
– Alex Piriz, Growth Marketing Manager, Milanuncios
How Many Users Can Your App Reach in Spain?
Start with the numbers for your own category. The AVOW User Reach Calculator shows how many Android users you can reach in Spain across OEM channels, before you commit a single euro of budget.
Bring that estimate into your next channel review. It’s a quick way to check whether OEM inventory is big enough to matter for your app. (Spoiler: in a market where three manufacturers share nearly 60% of the smartphones, it usually is.)
Can Spanish Brands Use OEM Ads to Grow Across Europe and Beyond?
Yes, and this is where OEM advertising pays off twice. The partnerships that reach users in Spain extend to 13 OEMs worldwide, with access to more than 1.85 billion daily active users and 86% of the global Android market. One setup, many markets.
Europe: the next step from home
Samsung holds 32% of Europe’s smartphone market, Xiaomi 18% and OPPO 7%. AVOW is the key agency partner for Samsung in Europe, with access to 155 million Samsung users across the EU. The Galaxy Store alone drives more than 70,000 paid app downloads a month in Europe, and its core European user is a mature adult with stable spending power.
Regulation is moving in the same direction. The EU’s Digital Markets Act (DMA) allows OEM app stores as a default option on devices and opens the door to alternative payment systems. For a Spanish app eyeing France, Italy or Germany, that means more room to grow outside the two big stores.
Latin America: a natural fit for Spanish-language apps
If your app already speaks Spanish, Latin America is the obvious second market. Samsung holds 31% of South America’s smartphone market and Xiaomi 16%, while Huawei holds around 10% in Mexico, Colombia and Peru. AVOW is Xiaomi’s core agency in four regions, LATAM included.
Our take: OEM channels are the lowest-effort way to test a LATAM launch, because the campaign structure you built in Spain carries straight over.
Key Takeaways
- Nearly 60% of the market: Samsung, Xiaomi and OPPO held about 60% of Spain’s mobile device market in September 2026.
- Formats beyond the feed: OEM advertising covers on-device display ads, alternative app store placements and Dynamic Preloads on brand-new smartphones.
- Performance pricing: Dynamic Preloads run on a cost-per-install (CPI) model, download from Google Play and need no SDK integration.
- Proven in Spain: Milanuncios cut its effective cost per acquisition (eCPA) 23% below target and grew users 30% quarter over quarter with Xiaomi and OPPO placements.
- Built to travel: Samsung alone holds 32% of Europe’s smartphone market and 31% of South America’s, so Spanish brands can scale abroad without starting over.
What Should Spanish App Marketers Do Next?
Stop treating Android in Spain as one audience. Samsung, Xiaomi and OPPO users live on three different home screens, three app stores and a Dynamic Preload slot on every new device, and none of it runs through the auctions you already pay for.
Milanuncios proved the model in one of Spain’s most crowded app categories. The question now is how fast your own team moves on it. Get it working at home, and the same channels are ready for Europe and Latin America.
See how many Android users your app could reach in Spain and beyond on Xiaomi, Samsung and OPPO → Book a demo with AVOW’s app growth experts
FAQ – Mobile Advertising in Spain
What is OEM advertising?
OEM advertising places ads inside the smartphone itself: manufacturer app stores, system apps and the setup flow of new devices. Smartphone makers such as Samsung, Xiaomi and OPPO sell this inventory directly or through agency partners like AVOW.
Which OEMs can you advertise on for mobile advertising in Spain?
Samsung, Xiaomi, OPPO and HONOR are all active in Spain and all partner with AVOW. Samsung and Xiaomi each held about 27% of Spain’s mobile device market in September 2026.
How are OEM campaigns priced?
Most OEM formats run on performance pricing. Dynamic Preloads use a cost-per-install (CPI) model, and Samsung Galaxy Store campaigns run on a CPI or cost-per-download (CPD) basis.
Do I need an SDK or a special version of my app?
Not for Dynamic Preloads. They download your app straight from Google Play in its latest version, with no SDK or technical integration. For Galaxy Store campaigns, your app needs to be listed on the Galaxy Store.
How fast can a campaign go live?
Dynamic Preload campaigns can launch about two weeks after commercial agreements are signed.
Can I use the same setup outside Spain?
Yes. AVOW works with 13 OEMs and reaches more than 1.85 billion daily active users, with local teams across Europe, LATAM, MENA, APAC, SEA, CIS and North America.
How do I measure results?
AVOW is an AppsFlyer Premier Agency Partner, so campaign results flow into the measurement setup most performance teams already use.
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