OEM Advertising: The App Growth Channel You Can’t Ignore

TL;DR: OEM advertising lets you promote your app inside Android devices — through setup screens, smart folders, and OEM app stores — instead of relying only on Facebook or Google.

It’s fraud-resistant, cheaper, and hits users earlier in their journey. If you’re not using OEM in 2025, you’re missing out.

In a world where CPI is rising, fraud is rampant, and competition is fierce, OEM advertising is no longer a phrase — it’s a serious channel for app marketers looking to scale efficiently.

At REPLUG, we’ve helped brands like Bolt, Le Figaro, and leading health and finance apps tap into the power of OEM. This article breaks down what OEM advertising is, how it works, and why it’s one of the best-performing channels in 2025.

Contact us today if you’re looking for expert solutions to promote your app and scale through mobile marketing.

What Is OEM Advertising?

OEM (Original Equipment Manufacturer) advertising refers to partnerships with smartphone manufacturers — such as Xiaomi, Samsung, Oppo, and Vivo — that allow app marketers to place their apps directly on devices. This can happen via:

Preloads: Static or dynamic installs during the device setup process
OEM App Stores: Prominent featuring in stores like GetApps (Xiaomi), Galaxy Store (Samsung), or AppGallery (Huawei)
Smart Folders & Widgets: Suggested app folders, system notifications, or widgets on the home screen
Carrier Placements: Through telco partners distributing branded devices

Unlike traditional ads shown on Facebook or Google, OEM ads are native to the device UI — meaning they appear as part of the phone’s own interface. Users trust them more, and interact with them earlier in their device journey.

Glossary:

Preload: An app installed on a phone before or during setup
Dynamic Preload: A user-opt-in suggestion during onboarding
OEM Store: A branded app store run by the device manufacturer
Smart Folder: A device folder recommending apps based on category or region

How Does OEM Advertising Work?

Let’s say a user buys a new Xiaomi phone. During setup, they’re asked which apps they want to install. Your app appears as a suggested option — curated based on region, behavior, and category fit.

Or maybe your app shows up in a “Top Apps for Finance” folder on the home screen. That’s OEM advertising in action.

At REPLUG, we work with plenty of platforms to access multiple OEM and carrier inventories — allowing us to match your app with the most suitable placements based on your goals.

According to industry data from Huawei and Xiaomi, OEM stores will account for 25% of global app downloads in 2025 — and up to 40% in certain regions like Eastern Europe and MENA.

OEM Advertising vs Traditional UA Channels

Aspect	OEM Advertising	Traditional Ads (Meta, Google, etc.)
Platform Focus	Android only	Android & iOS
Placement	Native to device: setup screen, folder, widget	External apps or web
User Journey	Seamless onboarding experience	Redirect to app store, post-click friction
CPI	Lower (avg. 30% cheaper)	Higher due to auction pressure
Fraud Risk	Minimal (closed environment)	Higher (bot installs, click fraud)
Creative Control	More standardized	Highly customizable

With Android holding a 71.4% global market share in 2024 (DataReportal), OEM opportunities give you access to a massive and growing Android user base.

OEM Android doesn’t replace traditional UA — it complements it. The best campaigns blend the scale of Meta with the device-native efficiency of OEM.

Why Use OEM Advertising in 2025?

Lower CPIs & Better ROI

REPLUG campaigns see CPIs up to 30% lower than standard channels. Less competition, no auctions, and direct device placement make it budget-friendly.

Clean, Fraud-Free Traffic

OEM inventory is fraud-resistant. No spoofed clicks. No fake installs. Just real users on real devices.

A 2023 Adjust report found that 1 in 10 app installs from open ad networks are fraudulent — emphasizing the value of more secure, device-level placements like OEM.

Higher Intent Users

Apps shown during device onboarding have 3x higher install rates than banner ads. You’re catching users early, when they’re exploring their phone.

Global Reach & Untapped Markets

OEMs give access to users in emerging markets where traditional ads struggle. In Eastern Europe, for example, up to 40% of app installs now come from OEM channels.

Premium Device Targeting

Want high-LTV users? OEM ads let you target specific models — e.g., Samsung S24 users — to match your ideal audience profile.

REPLUG OEM Case Study: Leading Ride-hailing App

Client Goal: Expand visibility across Central and Eastern Europe with high-quality users.

Solution: We launched OEM placements across Xiaomi’s GetApps and smart folders, optimizing for the install-to-retention ratio.

Results:

+174% increase in installs in Tier 2 markets
26% higher day-7 retention compared to Meta
CPI reduced by 32% vs Google UAC

Want to replicate results like this? Read the case study and get in touch with us.

What You Need to Launch an OEM Campaign

Before jumping into OEM advertising, here’s what you’ll need:

Goal definition: Installs, retention, specific geos?
Audience profile: Is your app utility-based? Subscription model?
Creative assets: Logo, store icon, short descriptions
MMP setup: Make sure you can track OEM installs (we help with this!)
Partner access: REPLUG connects you with the right OEMs

Myths About OEM Advertising (Debunked)

“Isn’t this just bloatware?”
No. Users opt in to install suggested apps. Dynamic preloads are based on preference, not forced.

“Does this only work in Asia?”
Not at all. OEM campaigns perform well across EMEA, LATAM, and Europe.

“Will users uninstall immediately?”
Our data shows higher retention rates than typical display ads. The native feel builds trust.

“Can I track ROI properly?”
Yes. With MMPs like Adjust, Appsflyer, or Singular, REPLUG ensures full attribution tracking for all OEM placements.

According to the AppsFlyer Performance Index, OEM channels saw a 48% YoY increase in adoption among app marketers in 2024 — reflecting the channel’s rising ROI and strategic value.

Bonus: Is OEM Advertising Right for Your App? (Self-Check)

Before you dive into OEM campaigns, here’s a quick self-assessment to help you figure out if it’s the right fit.

Ask yourself:

Is your app Android-based?
OEM advertising focuses on Android devices — if your core audience is iOS, this may not be your primary channel.

Is your business model transactional?
OEM’s high-intent placements benefit apps that drive purchases, subscriptions, or bookings (such as mobility, shopping, finance, and dating) the most.

Do you face high CPIs on Meta/Google?
If you’re hitting cost ceilings on traditional UA platforms, OEM is a great way to reach new users at lower CPIs.

Do you want to reach new markets in EMEA, LATAM, or SEA?
OEM ads shine in emerging markets where device-based discovery is more common than App Store browsing.

Is retention one of your biggest challenges?
Preload and setup placements often yield higher retention because they appear natively and early in the user journey.

Not sure about your answers? Reach out — we’ll help you assess if OEM is worth it for your app.

Final Thoughts

OEM advertising is one of the most underutilized and effective growth channels in mobile marketing today.

If you’re looking to:

Lower CPIs
Increase retention
Tap into new markets
Reduce fraud

Then it’s time to explore OEM — and REPLUG can guide you every step of the way.

Want a tailored OEM strategy for your app? Let’s talk.

REPLUG is an award-winning app growth agency, trusted by Bolt, Le Figaro, and leading fintech, health, and gaming brands.

Download our free OEM Advertising 101 to see if your app is a good fit.