In today’s saturated mobile advertising landscape, tapping into fresh, high-quality traffic is essential. OEM advertising, placing your app directly on devices via manufacturer ecosystems, offers a powerful new channel. At Qi Ads, we’re leveraging this opportunity to deliver results-driven performance, transparency and scale for app marketers.
What is OEM Advertising?
OEM advertising refers to promotional campaigns executed through partnerships with device manufacturers (and sometimes carriers) that allow apps or ad placements to appear directly on smartphones.
Unlike traditional in-app ads or social media campaigns, OEM advertising embeds your app’s presence into the device itself – for example via pre-installed apps, recommendations during device setup, dedicated OEM app-stores, or home-screen widgets.
Typically, this channel is Android-centric because OEMs such as Xiaomi, Huawei, Samsung and OPPO control device ecosystems and allow direct app integrations.
Why OEM Advertising Matters
Lower Cost, Higher Quality
OEM inventory tends to face less competition than traditional ad networks, often leading to lower Cost Per Install (CPI) and improved Return on Ad Spend (ROAS).
High-Intent Users
Apps promoted during device setup or via native OS placements are perceived as more natural, which drives higher conversion and retention rates. Some OEM campaigns report install-conversion rates as high as 10-40%, and in optimal cases even 85%.
Fraud Resilience
Because OEM placements occur within the controlled environment of a device manufacturer’s ecosystem, the risk of fake clicks, bots, and install fraud is significantly reduced.
Reach Untapped Audiences
OEM channels open access to millions of devices, particularly in emerging markets where Android OEMs dominate and users may bypass major ad networks.
How OEM Advertising Works in Practice
- Pre-loads or Pre-install: Your app is either installed or queued for installation upon device activation or offered during the first-run user experience.
- OEM App Store Promotion: Featured spots within OEM-owned stores (such as the Galaxy Store, Huawei AppGallery, Xiaomi GetApps) boost visibility beyond Google Play.
- On-device Recommendations & Widgets: Native UI elements (e.g., home-screen suggestions, system notifications) present your app as device-native.
- Targeting by Device & Region: Leverage device model, OS version, region, and even carrier data for precision targeting.
OEM Advertising vs Traditional Mobile UA Channels
| Feature | OEM Advertising | Traditional Mobile UA |
| Platform Coverage | Primarily Android via OEM & carrier ecosystems. | Android + iOS via ad networks, social, search. |
| Ad Integration | Native to device experience: e.g., onboarding, widgets. | External to device UI (feeds, banners in other apps). |
| Cost Model | Often CPI/CPA, flat fee per preload. | CPM/CPC auctions dominate; install cost variable. |
| Fraud Risk | Lower – controlled OEM environment. | Higher – open ad networks, many intermediaries. |
In short: OEM advertising doesn’t replace traditional UA channels – it complements them by offering a performance-oriented, device-native route to high-value users.
How We at Qi Ads Leverage OEM + In-App Traffic
At Qi Ads, we combine the strength of OEM inventory with in-app sources and machine-learning optimisation to deliver holistic user-acquisition performance.
- We integrate both OEM placements and in-app ad-networks under one dashboard.
- We optimise campaigns toward key events (installs, registrations, purchases, retention) with ML-driven bidding and targeting.
- We prioritise transparency, fraud prevention and outcome-based models (CPI/CPA) – aligning spend with business objectives.
The Bottom Line
OEM advertising is no longer experimental; it has matured into a reliable performance channel for app growth.
By reaching users at the device level, advertisers gain access to high-intent, high-quality installs at competitive cost and reduced fraud. For app marketers seeking to diversify beyond saturated ad networks, OEM traffic via Qi Ads represents a strategic advantage.
Ready to scale smarter? Embrace the power of OEM + in-app traffic and turn every install into measurable growth.
