Getting users’ attention in the mobile world is harder than ever. Millions of apps are competing for attention on the App Store, Google Play, and other platforms. As of early 2025, there are 8.93 million smartphone apps worldwide, including 3.553 million on Google Play and 1.642 million on the Apple App Store. Factor in alternative app stores, and that number will be even higher on Android. For app marketers and developers, standing out is a major challenge. Mobile apps advertising on traditional channels like social media, search, and in-app networks are crowded and increasingly costly.
Super Apps combine services like payments, ride-hailing, and messaging. To succeed, they need visibility in diverse markets, but marketers often overlook mobile OEM advertising for user acquisition.
Partnering with device manufacturers enables OEM advertising at the device level. Apps are placed directly in front of users through native placements, device onboarding, and system recommendations. For global reach, especially in Southeast Asia, North America, and emerging markets, OEM advertising is a critical strategy for Super App discovery.
Why mobile app advertising needs new discovery channels
The traditional mobile marketing playbook relies heavily on a few dominant platforms: Apple Search Ads, Google Ads, and social media networks. While these channels remain valuable, they come with increasing ad spend, rising competition, and limited opportunities for differentiation.
The mobile ecosystem keeps expanding. Industry data shows Android powers over 70% of smartphones globally. This means billions of active mobile users use devices from many manufacturers.
Despite this massive reach, many app marketing strategies remain focused on a few centralized app stores. This creates a major gap in mobile apps advertising—one that OEM platforms are uniquely positioned to fill.
Unlike traditional ad channels, original equipment manufacturer (OEM) ecosystems integrate discovery directly into the mobile device experience. These ecosystems include:
- Manufacturer-operated alternative app stores
- Native content feeds
- Device onboarding flows
- Security and recommendation tools
- Preloaded content environments
Because these touchpoints embed directly in the device interface, they create powerful opportunities to place contextual ads and run app-install campaigns.
For Super Apps seeking scale across regions and devices, this creates a massive discovery advantage.
What is mobile OEM advertising?
Before we explore its impact on Super App discovery, we must define what mobile OEM advertising actually means.
A mobile OEM manufactures smartphones and manages its device ecosystem. Major OEMs include Samsung, Xiaomi, Huawei, OPPO, vivo, and others. These companies not only build hardware but also operate their own digital platforms, including OEM app stores, content hubs, and device-level tools.
Mobile OEM advertising helps marketers and developers promote apps in manufacturer ecosystems. Ads appear in highly visible environments like:
- Dynamic Preloads (during device setup)
- App store recommendations
- Device setup screens
- Native recommendation feeds
- Security apps and system utilities
- Content discovery widgets
Because these placements integrate directly into mobile devices, they bring precise targeting and contextual discovery moments.
In short, OEM ads place apps where users already explore and install software, rather than interrupting them with traditional advertising formats.
Why OEM advertising is powerful for Super App discovery
Super Apps depend on scale. Their success relies on attracting millions of users across different markets, device types, and service categories.
Mobile OEM advertising gives Super Apps several advantages that drive growth.
1. Device-level discovery
Most mobile advertising channels do not reach users at the device level. OEM campaigns target users at the operating system and device level. Ads appear as users set up their phones or use built-in services.
This is especially powerful for app install campaigns because users encounter and act on recommendations at high-intent moments.
Super Apps that combine services like payments, food delivery, or ride-hailing can accelerate adoption with early discovery points.
2. Access to untapped audiences
Many mobile users do not discover apps solely through Google Play or Apple’s App Store.
Instead, they explore apps through OEM-managed environments. According to industry research, OEM platforms reach more than 1.85 billion daily active users globally.
App marketers can tap into this massive user base that often lies outside traditional advertising channels.
In Southeast Asia, Android devices are common, so OEM channels are vital for app discovery.
3. Lower competition and efficient ad spend
Cost efficiency is another reason OEM advertising is gaining popularity.
Compared to crowded ad networks, OEM ads typically offer:
- Lower acquisition costs
- Higher install intent
- Reduced competition for inventory
- Better performance for emerging markets
Performance marketing teams with tight budgets can improve return on ad spend and expand reach through OEM ads.
4. Native ad placements improve engagement
More users now ignore disruptive ads. Pop-ups and intrusive banners often reduce engagement.
OEM placements integrate into the device experience. These ads appear in trusted environments where users expect to find new apps.
Examples include:
- App recommendations within device stores
- Personalized suggestions based on user behavior
- Featured apps within manufacturer content hubs
- Contextualized app recommendations within themed device folders (games, finance, e-commerce, etc.)
These ad formats feel like part of the operating system. They often drive higher engagement and better conversion rates.
The role of AI and data in OEM campaigns
Mobile marketing is becoming more data-driven. Technology is changing how OEM campaigns work.
Platforms such as AVOW Intelligence use data insights and automation to optimize campaign performance across multiple OEM ecosystems.
Using advanced algorithms and AI agents, marketers can analyze:
- Device-level user behavior
- App category trends
- Geographic performance signals
- Real-time campaign results
These insights help marketers improve creative strategy, adjust ad placement, and target users more accurately across markets.
For Super Apps managing large-scale user acquisition, AI-powered optimization keeps campaigns efficient and scalable.
Dynamic Preloads: a powerful growth lever
Dynamic Preloads is among the most innovative formats in mobile OEM advertising.
Traditionally, manufacturers pre-installed apps during production. Dynamic preload changes this by recommending users to install apps during activation, based on user profiles and regional needs.
Benefits include:
- Highly targeted installs
- Increased retention and engagement
- Improved user relevance
For app developers, dynamic preload offers a unique opportunity to install apps directly on devices as soon as they become active.
Super Apps can use this to reach millions of new users instantly across markets.
Regional impact: Southeast Asia and emerging markets
OEM advertising is growing worldwide, but its impact is strongest in emerging markets.
Southeast Asia relies on Android devices from OEMs like Xiaomi, Vivo, and OPPO. Here, OEM ecosystems often serve as main app discovery channels.
- Fintech apps run OEM campaigns to acquire users across Southeast Asia.
- E-commerce platforms expand quickly through device-level promotions.
- Ride-hailing and logistics apps scale rapidly using localized OEM placements.
Many device makers and fragmented app stores characterize these markets. OEM advertising reliably reaches new users.
Scaling OEM campaigns across global markets
Mobile marketers who want to use OEM advertising effectively must plan and execute carefully.
Here are several best practices.
Understand the OEM ecosystem
Every device manufacturer runs its own platform, each with different policies, placements, and user habits.
Successful campaigns require understanding:
- OEM store algorithms
- Regional device distribution
- Content discovery environments
- App category demand
- Individual content and app policies (eg, RMG, betting, fintech)
Experienced platforms such as AVOW Intelligence help simplify this process.
Optimize asset management
Creative assets must match OEM environments.
Because OEM ads often use the operating system natively, align visuals and messages with the device interface.
Strong asset management includes:
- Localized creatives
- Device-specific design formats
- Regionally relevant messaging
- Clear value propositions for users
These elements boost engagement and conversion rates.
Integrate OEM campaigns into the broader marketing strategy
OEM advertising should complement, not replace, other channels.
An effective mobile marketing mix may include:
- App Store Optimization for organic discovery
- Social media advertising for brand awareness
- OEM ads for scalable device-level acquisition
All these channels together create a balanced growth strategy for apps.
Real-world success stories
Several companies have already demonstrated the potential of mobile OEM advertising.
For example:
- Gaming studio Tripledot expanded into eight new countries through OEM campaigns and reached millions of users.
- E-commerce platform Joom acquires more than 60,000 new users every month via OEM app stores.
- Fintech company Exness generates over 250,000 installs per month in Southeast Asia and the Middle East through OEM partnerships.
These results show that OEM advertising is not just an experimental channel—it is a scalable acquisition strategy for global apps.
The future of mobile apps advertising
As privacy regulations tighten and user tracking becomes more restricted, traditional advertising models face growing challenges.
Mobile OEM advertising offers a future-proof alternative because it operates within device ecosystems rather than relying on third-party tracking.
This approach enables:
- Privacy-compliant targeting
- Contextual recommendations
- Device-based user insights
- Sustainable performance marketing
For Super Apps seeking global expansion, OEM ecosystems represent one of the few remaining channels with untapped scale.
Conclusion
The mobile landscape is evolving rapidly. As mobile apps advertising becomes more competitive and fragmented, marketers must look beyond traditional channels to reach new users.
Mobile OEM advertising provides a powerful solution. By leveraging manufacturer ecosystems, app marketers can place apps directly within the device experience—where discovery naturally occurs.
With access to billions of mobile users, advanced targeting capabilities, and scalable formats like dynamic preload, OEM ecosystems offer a compelling path for Super App growth.
For companies aiming to expand across North America, Southeast Asia, and emerging markets, integrating mobile apps advertising with OEM channels is no longer optional—it is a strategic necessity.
Super Apps that embrace OEM platforms, leverage tools like AVOW Intelligence, and optimize their OEM campaigns will be better positioned to capture global audiences and drive sustainable app growth in the years ahead.
Drive scalable growth beyond traditional channels. With AVOW’s expertise in mobile OEM advertising and its proprietary solutions, such as AVOW Intelligence, we help app marketers unlock untapped audiences across global OEM ecosystems. From dynamic preload to high-impact OEM placements, AVOW enables precise targeting, optimized ad spend, and measurable app growth.
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