In 2025 and beyond, OEM Android is shaping up to be a game-changing channel for app marketers.
While traditional platforms like Meta and Google are saturated and costly, Original Equipment Manufacturers (OEMs) offer direct, user-friendly, and cost-effective opportunities to reach high-intent audiences—right at device setup.
In this guide, we break down what OEM Android means, why it matters for your app growth strategy, and how REPLUG helps apps succeed through OEM campaigns.
What Is an OEM?
An Original Equipment Manufacturer (OEM) refers to a company that manufactures its own devices and software. In the Android ecosystem, these include brands like Samsung, Xiaomi, Oppo, Vivo, and Huawei.
But OEMs aren’t just hardware makers—they’ve become a major distribution channel for apps. Through direct integration, pre-installation, and proprietary ad placements, OEMs give your app premium visibility without competing in crowded app stores.
Key OEMs in Android:
Xiaomi
Oppo
Vivo
Huawei
Samsung
Transsion
In the context of app marketing, OEM can also offer unique opportunities for app promotion. These companies can integrate apps directly into their devices, providing an effective marketing channel.
This direct involvement in both manufacturing and app distribution allows OEMs to have substantial control over the marketing process, ensuring that apps reach users efficiently right from the first use of the device.
The Connection Between OEM Android and App Usage
The integration of OEM influences app usage patterns and preferences. By customizing the Android OS, OEMs can offer unique features and pre-installed apps, which affect user choices and behavior.
With OEM advertising, you can reach users based on:
Device model
Geolocation
Socio-demographic data
Installed apps
Search behavior and keywords
Engagement history
Why OEM Android Is Influencing App Usage
By customizing the Android OS and controlling the device experience, OEMs impact user behavior in three core ways:
Pre-installed apps: Drive automatic visibility and higher install rates.
Custom launchers and features: Promote contextual apps through smart folders, app stores, and notifications.
Out-of-the-box experience (OOBE): Apps are offered to users during initial device setup.
User Experience: How OEM Android is designed significantly impacts how users interact with their devices and apps.
“Most UA marketers haven’t considered OEM deals, but that’s a mistake. At scale, OEM can be your cheapest source of new app users.” — John Koetsier, VP Insights, Singular
The Role of OEM Advertising in the App Market
OEM advertising has emerged as an interesting and helpful tool in app promotion, offering a direct and effective way to reach potential app users. This form of advertising is particularly potent due to its integration with the device itself.
Table: Comparison of Traditional vs OEM Advertising
Design and Branding: OEMs design their own devices and sell under their brand, while ODMs manufacture devices designed by others for rebranding.
Quality Control: OEMs typically have more stringent quality control as they manage both design and manufacturing.
Market Presence: OEM products are often associated with innovation and brand loyalty, whereas ODMs focus on mass production for various brands.
The Implications of OEM and ODM for Consumers
The choice between an OEM and an ODM device can impact the consumer experience.
Considerations for Consumers
Quality and Reliability: OEM devices often offer higher quality and more reliable performance due to better quality control.
Software Updates and Support: OEMs usually provide more consistent software updates and customer support.
Cost: ODM devices may be more affordable, but this can come at the expense of quality and support.
Benefits of OEM Advertising
OEM advertising is emerging as a strategic choice in app marketing, known for its user-friendly approach and effective reach. It’s a key player in expanding market presence, especially in rapidly growing regions like Asia, LATAM, and CIS, and increasingly in Europe.
OEM app marketing unlocks visibility at a scale that traditional platforms can’t match.
Why it works:
Apps are shown during onboarding (OOBE), smart folders, and manufacturer app stores.
Higher install intent: Users are already engaging with device-level content.
95% of users install new apps within the first 48 hours of getting a new phone.
OEM Ads Performance Snapshot:
Pre-installed apps: up to 38% install rate
OEM ads: 3–5x lower CPI than Meta or Google Ads
Brands like Bolt, Le Figaro, and news apps have expanded their markets through OEM ads.
Advantages of OEM Advertising
Access to a Wider Audience: OEMs offer a unique opportunity to pre-install device apps through their agreements with mobile carriers and device manufacturers. This broadens the reach, making it easier for apps to gain visibility in a competitive market.
Higher App Install Rates: Data indicates that pre-installed apps enjoy significantly higher install rates. For instance, pre-installed apps can have an install rate as high as 38%, compared to just 2% for non-pre-installed apps.
Cost-Effective User Acquisition: With lower cost-per-install (CPI) rates, OEM advertising can be a more budget-friendly option than traditional advertising methods.
Boosted Brand Awareness: Leveraging the trust and recognition associated with the OEM’s brand, pre-installed apps can enhance brand awareness and recall, which is particularly valuable for new or expanding apps.
Interested in integrating OEM into your app marketing strategy? Look no further – our OEM services are tailored to meet your needs.
Top OEM Platforms: Regional Reach & Engagement
OEM
Reach
Avg. Daily User Interactions
Best For
Xiaomi
227M+ devices
20+
Shopping, Finance, Mobility
Samsung
100M+ devices
9
Global apps, Fintech, Utility
Huawei
80M+ (outside Play Store)
10
Emerging markets, Utility
Vivo
70M+ devices
6
Gaming, Lifestyle, News
Oppo
50M+ devices
5
Secure CPI, Emerging apps
Challenges in OEM Advertising
While OEM advertising holds significant potential, it also has some challenges that must be considered.
Balancing User Experience and Advertising
One of the challenges in OEM advertising is finding the right balance between user engagement and advertising. Ads must be effective without being obtrusive or negatively impacting the user experience.
Solution: Adopt a user-centric approach. This involves creating ads that are not only visually appealing but also relevant and engaging to the user. Implementing interactive ads or ads that seamlessly integrate with the device’s interface can enhance user engagement without compromising the user experience.
Maintaining Relevance and Quality
Another challenge is ensuring the advertising content remains relevant and high-quality, mainly since it reflects the OEM’s brand reputation.
Solution: Implement quality control measures. Regularly review and update ad content to maintain relevance to the target audience. This might involve conducting frequent market research to understand changing user preferences and updating ad content accordingly.
Considering Paid User Acquisition (UA)
App marketers should also consider paid User Acquisition (UA) as an alternative to OEM advertising. While OEMs offer cost-effective options, the benefits of paid UA, such as advanced targeting, better monitoring capabilities, and faster Return on Ad Spend (ROAS), can strengthen the ability to reach desired audiences more effectively.
See how we can help you in your paid UA efforts. Contact us today.
Adapting to Different OEM Platforms
Each OEM platform may have its own set of specifications and requirements.
Solution: Develop a flexible and customizable ad campaign strategy. This could mean designing ads with adjustable elements that can easily be modified to fit various OEM specifications.
Common OEM Advertising Mistakes (And How to Avoid Them)
Mistake 1: Using irrelevant creatives across OEMs Fix: Test localized visuals and messaging based on device brand and user behavior.
Mistake 2: Not considering app category limitations Fix: Certain OEMs have strict rules for verticals like gambling or adult content. Consult with your OEM partner first.
Mistake 3: Tracking only installs, not quality Fix: REPLUG helps track LTV, retention, and post-install behavior to measure success.
REPLUG’s OEM App Marketing Approach
Unlike agencies tied to exclusive OEMs, REPLUG offers:
Full access to top OEM partners (Xiaomi, Oppo, BranchAds, DV, etc.)
Independent planning – we choose the right OEM mix for your app
Action-based pricing – you pay only for installs or engagement
Fraud-resistant traffic – verified sources, no bots or fake users
Cross-service expertise – we combine OEM ads with ASO and Paid UA
Reaching beyond the traditional channels like Meta and Google, consider OEMs for new opportunities. OEMs and providers offer a fresh perspective, and with REPLUG’s assistance, you can make the most of these opportunities.
Some of the OEM options:
Vivo: Connect with 70 million devices, with users interacting an average of 6 times daily.
Samsung: Engage an audience of 100 million devices, with an impressive average of 9 daily interactions.
Huawei: Expand your reach beyond Google’s ecosystem through Huawei App Gallery’s integrated advertising solutions.
Xiaomi: Access 227 million devices globally, with users interacting more than 20 times daily.
OPPO: 50 million devices globally, offering a secure and scalable model, including cost-per-installation options.
Conclusion
It’s clear that the impact of OEMs in the smartphone industry is profound and multifaceted – from shaping the app economy through innovative OEM advertising strategies to defining Android devices’ quality and user experience.
With acquisition costs rising and user attention splintered across channels, OEM Android provides a clean, scalable, and cost-effective growth path for mobile apps.
Whether you’re launching a new app or looking to expand into emerging markets, OEM advertising helps you:
Increase visibility outside crowded ad networks
Lower acquisition costs
Reach users where they engage most: their devices
Looking for a partner to help you make the most of OEMs? Contact our experts to access new user segments beyond conventional acquisition methods.
FAQs and Common Misconceptions
What exactly does OEM mean in the context of Android smartphones?
In the Android smartphone industry, OEM stands for Original Equipment Manufacturer. It refers to companies that design and manufacture their own devices in their own facilities, controlling the entire process from design to production.
How does an OEM Android device differ from a regular Android device?
An OEM Android device is typically characterized by the unique customizations and features that the manufacturer adds to the standard Android operating system. These can include exclusive apps, user interface tweaks, and special hardware integrations.
Are OEM Android devices better than non-OEM devices?
“Better” is subjective and depends on individual preferences. OEM Android devices often offer unique features and a more integrated user experience, but they may also come at a higher price compared to non-OEM devices.
Can OEM Android devices receive regular Android updates?
Yes, OEM Android devices receive regular Android updates. However, the timing and frequency of these updates can vary depending on the manufacturer’s policies and the specific model of the device.
