How OEM Ads Can Drive Massive App Growth During Ramadan 2025

Ramadan is one of the most significant periods for mobile engagement across MENA and other predominantly Muslim regions. With shifts in daily routines, consumer behaviors also evolve—people spend more time online at night, engage in increased shopping for Eid, and prioritize financial giving through digital platforms.

For app marketers, this is a high-impact season. According to Adjust, 75% of consumers notice more ads during Ramadan, and 45% are more likely to engage with Ramadan-specific campaigns.

However, competition is at its peak, and traditional paid media channels like Meta, Google, and TikTok see significant cost increases.

Brands must go beyond traditional advertising channels to maximize user acquisition and engagement.

OEM marketing offers a direct, cost-effective way to place apps in front of high-intent users during their most active periods.

Ramadan 2024 App Trends: Key Insights for 2025 Campaigns

Industry data from Ramadan 2024 highlights the massive growth potential for mobile apps during this season:

Shopping app installs grew by 28% across MENA, with UAE seeing a 126% increase and Saudi Arabia 67% growth.
Finance app installs increased by 18%, reflecting higher engagement in mobile banking and donation platforms.
Gaming and entertainment usage surged post-Iftar, with UAE recording a 17% spike in engagement.
Food delivery, travel, and utility apps saw notable installation and session growth.
Consumers are actively seeking relevant ads, with late-night engagement peaking after Iftar and before Suhoor.

Key takeaway: Marketers need a high-visibility, non-intrusive ad format to capitalize on these trends. OEM ads offer a competitive edge by placing brands directly on users’ home screens and pre-installed app stores.

Why OEM Ads Are a Game-Changer for Ramadan 2025

1. Direct Access to High-Intent Users

Unlike social and search ads that require users to be actively browsing, OEM placements ensure brand visibility from the moment a user unlocks their device.

OEM ads appear on pre-installed app stores, home screens, and branded recommendations.
No need to compete for user attention on crowded platforms like Google or Meta.
Perfect for high-intent shoppers, donors, and entertainment seekers during Ramadan.

2. Peak Timing: Reach Users When They Are Most Engaged

Ramadan shifts digital engagement patterns, and ad timing plays a crucial role in campaign success.

48% of users engage with ads after Iftar when relaxed and browsing on their phones.
38% shop after Taraweeh prayers, making late-night placements essential.
OEM campaigns ensure ads appear exactly when users pick up their devices—without needing them to scroll through social media or search engines.

3. Cost-effective and Performance-Based Pricing

One of the key advantages of OEM marketing is its pricing model, which eliminates wasted ad spend.

Unlike traditional CPM-based ads, OEM placements run on CPI/CPA models, ensuring brands only pay for actual results.
OEM traffic is fraud-resistant, making it a more reliable source of high-quality users.
Compared to other paid UA channels, OEM ads drive lower CPAs and higher conversion rates.

Which App Categories Benefit the Most from OEM Ads During Ramadan?

Some app categories experience exponential growth during Ramadan and can benefit the most from an OEM strategy:

1. Shopping Apps

Eid shopping drives a surge in mobile commerce.
86% of MENA consumers consider Ramadan the best time for discounts.
OEM ads place shopping apps directly in front of high-intent buyers looking for deals.

2. Fintech & Donation Apps

Zakat & Sadaqah contributions increase significantly, with digital donations growing.
59% of consumers increased their charitable giving in 2024.
OEM placements ensure fintech and donation apps remain top-of-mind when users are looking to give.

3. Gaming & Entertainment Apps

Post-Iftar relaxation time leads to increased gaming and streaming app usage.
Gaming app sessions rose by 5% in MENA, with UAE seeing a 17% increase.
OEM ads can boost downloads for gaming and entertainment apps by targeting these high-engagement periods.

4. Food, Travel & Utility Apps

Food delivery peaks at Suhoor and Iftar.
Travel bookings surge before Eid.
OEM placements capture users searching for these services at the right moments.

Case Study: How an OEM Strategy Drove 85% Growth for a MENA Shopping App

A leading shopping app in the MENA region wanted to capitalize on the Ramadan shopping surge but faced high competition and rising CPAs on Meta and Google.

Solution:

REPLUG executed an OEM campaign across Xiaomi & Samsung devices, securing high-visibility placements in pre-installed app stores and recommended sections.
Ads were scheduled during peak engagement hours (post-Iftar & pre-Suhoor) to maximize conversions.

Results:

85% increase in app installs compared to non-Ramadan periods.
40% lower CPA than traditional paid UA channels.
2.5x higher ROAS, proving OEM’s impact on performance-based marketing.

Want similar results? Let’s talk about your OEM strategy.

Why Ramadan is a Critical Growth Period for Apps—And How REPLUG Can Help

Ramadan isn’t just another marketing season—it’s a once-a-year opportunity for apps to acquire, engage, and retain high-value users.

With increased shopping, entertainment, and financial activity, apps that execute the right growth strategy can experience significant long-term benefits.

However, competition is fierce, and ad costs on traditional platforms skyrocket. That’s where REPLUG’s OEM solutions come in.

As a full-service mobile marketing agency, REPLUG helps brands strategically leverage OEM ads to:

Get premium ad placements on Xiaomi, Samsung, Oppo, and Vivo.
Achieve fraud-free, high-intent installs at lower CPAs.
Run performance-based campaigns that drive real business growth.

Ramadan 2025 is fast approaching. Don’t miss out on this high-impact period—let’s build your winning OEM strategy today.

Contact REPLUG’s OEM team now to get started.