Mobile growth does not happen in a single place. An app may be discovered through search, social, an app store, a creator, a recommendation, or a moment built into the smartphone itself. Often, several of these touchpoints contribute before and after a download.
The central question, though, is how each channel supports the broader growth strategy.
Search, social, programmatic platforms, ad networks, creators, and owned channels can all support different objectives at different stages. Their role depends on the app, its audience, the market, and the outcome the advertiser wants to achieve.
Mobile OEM advertising adds access to environments built into the smartphone experience. These include alternative app stores, Dynamic Preloads during device setup, native placements across native smartphone environments, and on-device branding formats.
These opportunities complement the wider mobile marketing mix. They help marketers reach people through additional touchpoints that conventional campaigns may not always cover.
At AVOW, we believe mobile OEM advertising deserves a considered place in app growth strategies. The opportunity lies in understanding where it fits, what it can contribute, and how it should work alongside other channels.
The opportunity is different for every app with mobile OEM advertising
The OEM ecosystem is significant. We work with 13 premium OEM partners, including Samsung, Xiaomi, Huawei, OPPO, vivo, HONOR, and Transsion brands. Across these partners, advertisers can potentially access more than 1.85 billion daily active users and approximately 86% of the global Android market.
But scale alone does not create a successful growth strategy.
The right opportunity varies by app, market, and objective. A solution that supports a fintech app in Brazil may not be right for a game launching in Europe or a shopping app preparing for peak season in Southeast Asia.
The real value lies in finding the sweet spot. That fit is not always obvious – which is where we come in.
It means matching the advertiser’s objective to the right OEM, the audience to the right market, and the campaign to the right product, timing, and commercial model.
Billease, a buy now, pay later (BNPL) app, used Dynamic Preloads and native placements across Xiaomi, Huawei, OPPO, vivo, and Transsion devices. During 2026, its auto-approved loans grew 957%, compared to an already strong 602% rise in monthly installs.
The answer may be a Display campaign, a Dynamic Preload, an on-device placement, or a branding campaign. In some cases, the best recommendation is to begin with one focused market and a clearly defined test before expanding further.
Finding that fit is where we come in.
What eight years have taught us
When we founded AVOW over eight years ago, we saw an opportunity in a part of mobile marketing that was important but difficult for many advertisers to navigate. And for eight years, we have sought to not only demystify the channel, but to make it as accessible, or even more accessible, than any other channel.
Since then, we have built relationships across the world’s leading smartphone brands and alternative app stores. We now work with 13 global smartphone brands, more than 250 advertisers, and help drive over 25 million app installs each month.
If you are exploring where mobile OEM advertising fits within your growth strategy, we would welcome the conversation.
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