As competition for mobile users intensifies in 2025, savvy app marketers are looking beyond traditional channels. Pre-install campaigns on OEM devices have emerged as a powerful way to acquire high-quality users—right at the source.

But what are pre-install campaigns, why are they trending, and how can you leverage them for app growth this year? Here’s what you need to know.

What Are Pre-Install Campaigns?

Pre-install campaigns involve partnering with device manufacturers (OEMs) like Xiaomi, Transsion, Oppo, Vivo, and Huawei to have your app installed on smartphones before they reach the end user. When a customer opens their new device for the first time, your app is already present—front and center.

Why Are Pre-Installs So Valuable in 2025?

1. Immediate User Access

Your app is one of the first things a user sees and interacts with. This direct, early exposure leads to higher install-to-activation rates and better long-term engagement.

2. Premium Brand Placement

Being pre-installed alongside core system apps elevates your brand’s perceived value and credibility.

3. Bypassing Crowded App Stores

Pre-installs help you cut through the noise of app stores and paid UA channels, connecting you to users before they face endless choices.

4. Efficient, Scalable Growth

OEM partners can distribute your app to millions of devices across markets—especially valuable for new launches, market expansion, and category leaders.

5. Strong Results in Emerging Markets

In regions like India, Southeast Asia, Africa, and Latin America, OEM pre-installs are often the most effective (and sometimes the only) way to reach large new user bases as device adoption accelerates.

Key Success Metrics

• Activation Rate: Percentage of pre-installed users who open and use your app.

• Retention Rate: How many pre-installed users remain active over time.

• Event Conversion: Percentage of pre-installed users completing key in-app actions (registration, purchase, etc.).

• Cost Per Activated User: The true cost per user who becomes meaningfully engaged.

Tips for a Winning Pre-Install Strategy

1. Choose the Right OEM Partner

   Align with manufacturers strong in your target regions and user demographics.

2. Optimize Onboarding Experience

   Make your app’s first-launch experience seamless and engaging, so users are more likely to convert.

3. Track and Analyze Events

   Integrate event tracking (through your MMP or SDK) to measure actual business value from pre-install cohorts.

4. Test, Learn, and Iterate

   Experiment with creative placements, onboarding flows, and messaging to maximize activation and retention.

How Qi Ads Helps

Qi Ads connects brands with leading OEMs to unlock scalable pre-install campaigns—backed by detailed event analytics and optimization tools. Whether you’re launching globally or in a niche region, we make it simple to measure, manage, and scale pre-installs for maximum impact.

Ready to take your app growth to the next level?

Contact Qi Ads to explore OEM pre-install campaigns for your brand in 2025.