Maximizing App Growth with OEM Apps and Ads

Traditional channels like Meta and Google are becoming more expensive and less effective. CPAs are rising. Competition is fierce. And retention? A constant struggle.

That’s why top-performing UA teams are turning to a smarter lever—OEM apps and ads.

These placements offer premium visibility, fraud-free installs, and powerful reach—directly embedded into 2.2 billion+ Android devices worldwide.

Let’s break down why OEM app marketing is taking over in 2025—and how REPLUG helps leading apps scale with it.

We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.

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

What Exactly Are OEM Apps?

OEM apps are pre-installed apps that come with new devices. Unlike third-party downloads, they are integrated into the user’s first experience with a smartphone.

This makes them:

Instantly visible
Deeply trusted
Central to the user journey from day one

And for marketers, that means lower CPIs, higher engagement, and more loyal users.

Why Should You Care About OEM Apps?

Here’s what makes OEM apps a critical part of your UA strategy:

Pre-installed Advantage: Your app is front-and-center during device setup.
Built-in Trust: Users perceive OEM apps as part of the device experience.
Higher Retention: Preloaded apps retain users up to 3x better than store downloads.

Using The Power of OEM Ads for Better Visibility

OEM ads appear inside pre-installed apps or through device-native placements like smart folders, branded app stores, or dynamic preloads.

They’re powerful because they:

Blend into the UX (non-intrusive)
Appear in trusted placements
Are shown during key moments (setup, daily app use)

This positioning ensures that OEM ads are seen and perceived as more credible, leading to higher engagement and conversion rates.

REPLUG’s Success with OEM Ads: A Closer Look

One of REPLUG’s remarkable successes came from collaborating with a leading ride-hailing service provider. This client was eager to expand its market reach across multiple regions, including the European Union, Southeast Asia, and Latin America.

REPLUG’s strategic application of OEM ads led to significant gains:

9.4% increase in Return on Ad Spend (ROAS)
23.5% rise in month-over-month Conversion Rate (CVR)
First-time unique riders grew by over 10,300

These outcomes highlight the potent impact of well-executed OEM advertising.

Seeing results like this isn’t luck—it’s strategy.

Download our OEM Ads Playbook above to learn how we do it. Or talk to our experts and build your next OEM growth campaign.

1. Expanding Your Reach with OEM Apps

Incorporating OEM apps and ads into a broader marketing framework can amplify your campaign’s effectiveness.

By combining OEM ads with other strategies, such as social media, App Store Optimization, and paid ads, you create a cohesive marketing ecosystem that reaches potential users at multiple touchpoints.

OEM apps marketing works best when it’s integrated with your full growth plan:

Combine with social ads for retargeting
Sync with ASO to improve organic uplift
Use OEM insights to inform CRM personalization

It’s not a standalone trick. It’s a scalable strategy.

2. Why Leading Apps Choose REPLUG for OEM Growth

We go beyond placements. We plan, track, optimize—and win.

OEM Growth Audits: We assess if OEM fits your funnel and goals.
Multi-partner Access: We work with Xiaomi, Oppo, Vivo, Samsung, Huawei, and more.
Clean, Fraud-Free Traffic: Only verified OEM channels through trusted partners (BranchAds, DV, etc.)
Action-Based Pricing: You pay for installs or post-install actions—not impressions.
Full-Funnel Expertise: We blend OEM with Paid UA, ASO, and CRM for stronger results.

Ready to see what REPLUG can do for your app? Book a free strategy call.

OEM Apps Marketing in 2025: What You Need to Know

Metric	2023	2024	2025 Forecast
OEM App Installation Growth	12% ↑	15% ↑	18% ↑
User Engagement with OEM Ads	20% ↑	25% ↑	30% ↑
ROI from OEM Campaigns	8% ↑	10% ↑	13–15% ↑
Retention Rate Uplift	18% ↑	31% ↑	Up to 3x vs store-acquired users

Global Reach: 2.2B+ devices in 2025
Fraud-Free: OEM inventory is verified and bot-free
High-Intent Users: Captured at the most engaged moments

Conclusion: Take Your App Marketing to the Next Level

OEM apps and ads provide a strategic advantage by placing your app directly in sight of new device users, capitalizing on the built-in trust and visibility that OEM apps offer. REPLUG’s proven expertise in leveraging this unique marketing channel ensures that your app reaches and resonates with your target audience.

Ready to Boost Your App’s Growth?

If OEM marketing sounds like the breakthrough strategy your app needs, don’t hesitate to contact REPLUG.

We’re here to help you navigate OEM channels and transform them into opportunities for promised growth. Contact us today to see how we can help.

FAQs

What are OEM apps?
Pre-installed apps that come with devices like Samsung, Xiaomi, or Oppo smartphones.

Are OEM ads intrusive?
No—they appear in native placements like smart folders or app store carousels.

What are the benefits vs Meta/Google ads?
OEM ads cost less, convert better, and offer cleaner traffic.

Do OEM campaigns work for all apps?
They work best for transactional apps—finance, shopping, ride-hailing, etc.

How do I get started?
Book a call with REPLUG to run an OEM growth audit and test your app’s fit.