As traditional app-install channels become increasingly competitive, OEM store promotions, preload campaigns and on-device advertising have emerged as some of the most powerful, scalable and high-intent traffic sources in mobile marketing. With placements integrated directly into Xiaomi, OPPO, Vivo, Huawei and Samsung devices, OEM-based discovery bypasses saturated ad auctions and reaches users at the most influential moment in the mobile lifecycle, the device itself.
A New Era for Mobile Growth: Why OEM Channels Matter
Industry sources such as Business of Apps, MobileAction and AVOW highlight that OEM advertising has evolved into a mainstream user acquisition strategy. Unlike standard in-app traffic, which competes inside global programmatic auctions, OEM traffic originates from the device manufacturer’s ecosystem, including:
- OEM app stores (GetApps, AppGallery, Galaxy Store, OPPO App Market, V-Appstore)
- Preinstalled or dynamically preloaded apps
- On-device recommendations, smart folders and system UI placements
- Native ad modules in OEM browsers
These channels are not controlled by third-party apps. They are embedded into the smartphone’s operating system, giving brands unmatched access to users from the moment a device is turned on.
Inside the OEM Ecosystem: Store + Preload + On-Device Inventory
1. OEM Stores: A High-Intent Replacement for Traditional App Discovery
Verified guides from MobileAction and ASOMobile confirm that OEM stores provide:
- Featured listings
- Search ads
- Category promotions
- Ranking visibility
- Editorial recommendation feeds
These surfaces operate independently of Google Play and dominate app discovery in markets where OEM devices lead smartphone penetration.
2. Preload Campaigns: The Earliest Possible Touchpoint
According to AppSamurai, AppTrove and AVOW, preload campaigns include:
- Static preloads (app installed before sale)
- Dynamic preloads (app suggested during phone setup)
- Setup-wizard recommendations
Because users encounter these apps before interacting with any store or ad network, preloads deliver:
- guaranteed visibility
- lower acquisition costs
- stronger retention due to early familiarity
3. On-Device Advertising: System-Level, Native, and Persistent
Business of Apps and OEM documentation describe on-device placements such as:
- Smart folders (“Hot Apps”, “Recommendations”)
- OEM browser native ads (Mi Browser, OPPO Browser, Vivo Browser)
- Notification-based recommendations
- Lock-screen and system feed ads (Samsung, Huawei)
These placements deliver higher trust and lower friction because they appear within the device’s native UX.
The Climax: Why OEM Advertising Is Accelerating in 2025
Across English-language sources, several factors explain the surge of OEM demand:
– Rising costs and saturation in traditional in-app auctions
Meta, Google and programmatic channels are highly competitive, raising CPIs globally.
– Users in emerging markets increasingly rely on OEM stores
GetApps, AppGallery and OPPO/Vivo stores dominate in regions with limited Google Play usage.
– OEM placements capture “high-intent moments”
Device setup, first unlock, and early browsing sessions are proven touchpoints for app adoption.
– OEM advertising is unaffected by browser privacy changes
Because OEM traffic operates before installation and outside browser tracking logic, it remains stable while web-based identifiers undergo disruption (e.g., Privacy Sandbox shutdown).
The combination of early visibility, lower competition and device-native engagement has positioned OEM traffic as a critical acquisition engine.
Resolution: OEM Store + On-Device Advertising Becomes Essential to UA Strategy
OEM-based user acquisition is no longer a niche tactic. According to AVOW, Business of Apps and multiple independent OEM analyses, it is now a core strategic channel for brands seeking:
- incremental reach
- cost-efficient installs
- high-quality users
- diversification from saturated networks
- privacy-resilient traffic sources
By leveraging OEM app stores, preload opportunities and device-level placements, brands can tap into high-intent audience segments and outperform traditional UA channels: particularly in Android-heavy markets across Asia, LATAM, MENA and Eastern Europe.
As the mobile ecosystem evolves, OEM Store + Preload + On-Device advertising is becoming one of the strongest pillars of sustainable, privacy-safe user acquisition.
