Understanding Mobile OEM Advertising: The Complete Guide


Mobile OEM advertising is revolutionizing the way brands reach their target audiences. As the digital landscape shifts towards mobile-first strategies, understanding the role of Original Equipment Manufacturers (OEMs) is crucial for maximizing your Return on Advertising Spend (ROAS). In this guide, you'll gain comprehensive insights into what mobile OEM advertising is, why it's important, and how it can significantly impact your marketing campaigns.

Table of Contents

What is Mobile OEM Advertising?

Mobile OEM advertising refers to the marketing strategies employed on smartphones manufactured by Original Equipment Manufacturers like Samsung, Huawei, Oppo, and Xiaomi. These manufacturers have built-in app stores and advertising platforms, offering a fresh channel for advertisers to reach untapped markets.

  • Pre-Load/Pre-Install: Brands can preload or pre-install their apps on new devices.
  • App Store Promotion: Similar to Google Play Store, OEMs have their app stores where brands can promote their apps.

Why is Mobile OEM Advertising Important?

With the rise of smartphones, mobile OEM advertising has become a critical channel for maximizing ROI. Here are some reasons why:

  • User Engagement: OEMs often have a dedicated consumer base that trusts the brand, increasing engagement levels.
  • Cost-Effective: High user acquisition at a lower Cost Per Install (CPI).
  • Fraud-Free Environment: Complete control over ad placements ensures a secure setting for your campaigns.

Ad Placement Opportunities in OEM Apps

OEM advertising offers a multitude of options for ad placements, which can be tailored to suit your specific marketing goals.

  • Recommended Apps: Top-performing apps are prominently displayed.
  • Icon Promotion: Elevate your app’s visibility through icon advertising.
  • Hot Downloads: Features the most popular apps to encourage downloads.

Benefits of Mobile OEM Advertising

Here's how your brand can benefit:

  • High-Quality User Acquisition: Reach users who are more likely to interact with your brand.
  • Brand Safety: Gain full control over where your ads are placed, minimizing the risk of fraud.
  • Improved ROAS: Customize your campaigns for better results, leading to a higher ROAS.

Challenges and Solutions

While OEM advertising is promising, there are challenges like aligning with the OEM’s policies and understanding user behavior. Solutions include:

  • Data Analytics: Utilize real-time analytics to make informed decisions.
  • Strategic Planning: Develop a comprehensive marketing plan before investing in OEM advertising.

Actionable Insights

To make the most out of your mobile OEM advertising efforts, consider the following:

  1. Understand Your Audience: Use real-time user insights to tailor your campaigns.
  2. Optimize Ad Placements: Choose ad spots that are most likely to engage your target audience.
  3. Monitor and Adapt: Regularly assess the performance of your campaigns and adjust strategies as needed.


Mobile OEM advertising offers a new avenue for brands to reach untapped markets, improve ROAS, and secure high-quality user acquisition. As the trend towards mobile-first advertising continues, understanding and leveraging OEM advertising will be crucial for any brand aiming to succeed in today’s digital landscape.Z2A Digital partners with a number of OEMs, offering traffic and installs for your app. To benefit from our experience, get in touch.

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