OEM Advertising refers to the advertising and promotional strategies employed by app developers to collaborate with mobile Original Equipment Manufacturers (OEMs). It involves partnering with OEMs to pre-install or promote their apps on the devices manufactured by the OEMs, thereby increasing app visibility, user acquisition, and brand recognition.

OEM Advertising involves promoting products or apps directly through Original Equipment Manufacturers (OEMs), like smartphone brands. This type of advertising provides unique access to a user base from the very first time they turn on a device. By embedding ads and apps within the OEM’s ecosystem, advertisers can drive app installs, build brand awareness, and create a seamless user experience that feels native to the device.

 

Why OEM Advertising is Effective

OEM advertising allows marketers to leverage the brand and reach of device manufacturers. With pre-installed apps, notification systems, or placement within OEM-specific app stores, advertisers can directly tap into an existing user network. This is especially valuable because it aligns with the natural flow of how users interact with their devices, presenting ads in ways that feel less intrusive and more integrated into the user journey.

For example, when a user sets up a new phone, they may encounter suggestions for apps to download. If your app is among these recommendations, it has a higher chance of being installed, as users are already in an onboarding mindset. This highly contextual placement often results in higher install rates and increased brand credibility.

 

Types of OEM Advertising

1. Pre-installed Apps: Certain apps are pre-loaded on devices, increasing visibility without requiring users to visit an app store. This can drive substantial downloads from day one.
2. On-Device Promotions: These include suggestions during the setup process, branded folders, or recommendations within native app stores that OEMs provide on their devices.
3. Push Notifications: OEMs can send targeted push notifications to users promoting an app or service. When done sparingly and strategically, these can re-engage or introduce users to new apps.
4. Dynamic Installations: Some OEMs allow apps to be recommended and installed based on user behavior, offering ads that align with specific user needs.

 

Benefits of OEM Advertising

• Wider Reach: Device manufacturers have global audiences, and partnering with them allows for instant reach and scalability.
• Increased Credibility: Apps promoted through OEM channels can benefit from the perceived endorsement of the device manufacturer.
• Higher Conversion Rates: Contextual ads within the OEM environment often lead to better conversion rates, as they target users when they’re actively setting up or using their devices.

 

Implementing a Successful OEM Strategy

Partnering with OEMs involves understanding each manufacturer’s specific user experience and aligning your strategy with their ecosystem. By designing creatives and messages that fit naturally within the device experience, advertisers can boost engagement and optimize results.

OEM advertising provides a distinct path to user acquisition that’s both effective and relatively untapped, making it a powerful channel for brands seeking enhanced mobile visibility