11 Mar

OEM Digital Marketing: Growing Your App Beyond Traditional Channels

OEM digital marketing

In this guide, we’ll explore how OEM digital marketing works, why it’s becoming a go-to strategy for savvy app marketers, and how it can complement your existing marketing efforts. 

Whether you’re launching a new app or looking to grow an existing one, understanding OEM marketing could be the key to unlocking your next phase of growth.

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 is OEM Digital Marketing? A Simple Guide for App Marketers

Imagine being able to put your app right on someone’s new phone before they even start downloading other apps. Sounds great, right? That’s exactly what OEM digital marketing lets you do – and much more. But what’s OEM, and why should you care about it?

OEM stands for Original Equipment Manufacturer. These are the companies that make smartphones, like Samsung or Xiaomi. OEM digital marketing is a way to work with these companies to get your app in front of users right on their devices. It’s like having a special spot reserved for your app on millions of phones.

Why is this important? Well, think about how many apps are out there. It’s hard to stand out in App Stores. 

OEM digital marketing gives you a chance to reach users before they even start browsing the main Stores. It’s a way to get ahead of the competition and find new users who might never have found your app otherwise.

Understanding OEM Digital Marketing

Let’s break down OEM digital marketing in simple terms. When someone buys a new phone, it usually comes with some apps already installed, right? That’s one form of OEM marketing. But it goes beyond that.

Here are some ways OEM marketing works:

  1. Pre-installed apps (or Factory preloads): Your app comes already pre-installed on the phone without the users’ consent
  2. Suggested apps during setup: When someone sets up their new phone, your app might be recommended during the “unboxing” phase, based on a few key targeting questions
  3. Special folders: Your app might be in a folder of “recommended apps” on the home screen.
  4. System notifications: The phone manufacturer might send a notification about your app.

The big names in OEM marketing are the major phone makers:

  • Samsung
  • Xiaomi
  • Huawei
  • Oppo
  • Vivo

These companies make millions of phones, each a potential home for your app.

How is this different from regular mobile ads? 

Well, with traditional ads, you’re competing with everyone else on platforms like Meta or Google. With OEM marketing, you’re working directly with the phone makers. It’s like having an inside track to reach users.

Why Choose OEM Marketing for Your App?

Now, you might be thinking, “Sounds good, but what’s in it for me?” Let’s look at the benefits of OEM marketing:

  1. Huge Reach: OEM marketing can put your app in front of over 2 billion devices in more than 80 countries. That’s a lot of potential users.
  2. No Fake Users: One big problem with regular mobile ads is fake clicks and installs. With OEM marketing, that’s not an issue. The traffic comes directly from the phone makers, so you know it’s real people seeing and installing your app.
  3. Predictable Costs: Many OEM campaigns work on a cost-per-install (CPI) or cost-per-action (CPA) basis. You only pay when someone installs your app or takes a specific action. It makes budgeting much easier.
  4. Prime Real Estate: Your app gets shown in really visible spots on the phone. It’s like having your store at the entrance of a mall instead of tucked away in a corner.
  5. Catch Users Early: You can reach users right when they get a new phone. It’s a great time to introduce your app because people are often looking for new apps to try on their new devices.
  6. Re-engagement Opportunity: Depending on the app size, re-engagement campaigns can be activated on a cost-per-action (CPA) basis, taking advantage of extensive targeting options available exclusively to OEM providers. 

How OEM Marketing Differs from Traditional Channels

While traditional digital marketing channels like social media, search engines, and mobile ad networks are valuable, OEM marketing offers a distinct approach:

  1. Placement: Traditional ads appear within other apps or websites. OEM ads are integrated into the device experience itself, appearing in system apps, setup processes, or dedicated folders.
  2. User Perception: Users often view OEM recommendations as more native and less intrusive than traditional ads, potentially leading to higher trust and engagement.
  3. Ad Blocking: OEM placements aren’t affected by ad blockers, ensuring your message reaches your intended audience.
  4. Competition: While traditional channels are often oversaturated, OEM marketing provides a less crowded space to showcase your app.
  5. Timing: OEM marketing allows you to reach users at unique moments, such as when they’re setting up a new device – a prime time for app discovery.

Why OEM Marketing is a Valuable Addition to Your Strategy

While OEM marketing shouldn’t replace your existing channels, it’s a powerful addition to your marketing mix:

  1. Diversification: By adding OEM marketing to your strategy, you’re not putting all your eggs in one basket. This can help stabilize your user acquisition efforts if other channels face challenges.
  2. Incremental Growth: OEM marketing can help you reach users who might not be accessible through your current channels, driving incremental growth.
  3. Quality Users: Many app marketers report that users acquired through OEM channels show higher engagement and retention rates, potentially due to the native feel of the placements.
  4. Cost Efficiency: With fixed CPI or CPA models, OEM marketing can offer predictable costs and potentially lower user acquisition costs compared to increasingly competitive traditional channels.
  5. Brand Building: Being featured alongside pre-installed apps can boost your app’s perceived value and trustworthiness, contributing to long-term brand building.

Types of OEM Advertising Placements

OEM marketing isn’t just one thing. There are several ways your app can be shown to users:

  1. Dynamic Preloads: This is when your app is suggested during the phone setup process. It’s a great way to catch users’ attention early.
  2. Smart Folders: Some phones have folders on the home screen with recommended apps. Your app could be in one of these folders.
  3. In-Browser Ads: When people use the phone’s built-in web browser, they might see an ad for your app.
  4. Lock Screen Placements: Your app could be featured right on the lock screen of the phone.
  5. Alternative App Stores: Many phone makers have their own app stores. Your app could be featured in these stores, which often have less competition than Google Play or the Apple App Store (and lower fees for IAEs).

Each of these placements has its strengths. For example, dynamic preloads are great for catching users early, while lock screen placements offer high daily visibility.

Which Apps Benefit Most from OEM Marketing?

While any app can use OEM advertising, some categories have seen exceptional results:

  1. FinTech Apps: Banking and finance apps benefit from OEM placements by reaching high-intent users when they set up their devices. One financial app significantly reduced acquisition costs and increased new account activations by 76.3% with strategic OEM placements on Samsung and Xiaomi.
  2. Gaming Apps: Mobile games thrive with OEM dynamic preloads, ensuring their titles appear at key discovery moments. A casual puzzle game saw a sharp install boost by integrating OEM placements into its growth strategy.
  3. Ride-Hailing Apps: Ride-sharing services use OEM marketing to target commuters and travelers when they most need transportation. One major ride-hailing platform achieved 125% more first-time riders per month through preloads, OEM launcher ads, and smart intent-based targeting.
  4. eCommerce & Shopping Apps: Retail and marketplace apps can tap into OEM placements to reach shoppers when they’re exploring their new device at the perfect time. OEM ads have helped shopping apps drive higher purchase intent and repeat transactions.
  5. Utility Apps: Apps that enhance device functionality, such as security tools, battery savers, and file managers, perform exceptionally well with OEM marketing. Preloading or featuring these apps in system recommendations increases long-term retention and engagement.
  6. News Apps: News outlets use OEM placements to reach new readers at the perfect moment—when they set up their new device. A European news app saw a 65.7% increase in installs within one week by optimizing OEM placements.
  7. Entertainment Apps: Streaming services and other entertainment platforms use OEM marketing to grow their subscriber base efficiently, tapping into device owners actively looking for engaging content.

OEM Marketing: A Competitive Edge in Crowded Markets

If your app operates in a highly competitive vertical—such as AI-driven apps—where differentiation is complex, OEM ads provide a unique opportunity to reach users with less competition. 

Instead of fighting for visibility in saturated ad spaces, OEM placements allow apps to connect with users at key moments of device engagement.

Curious if OEM marketing can work for your app? Let’s chat.

Getting Started with OEM Marketing

Ready to give OEM marketing a try? Here’s how to get started:

  1. Set Clear Goals: Whether boosting installs, increasing active users, or driving in-app purchases, REPLUG’s experts will help you set realistic and achievable goals tailored to your app’s needs.
  2. Choose the Right OEM Partners: REPLUG’s extensive network includes partnerships with major OEMs like Samsung, Xiaomi, Huawei, and more. We’ll help you select the best partners based on your target audience, app category, and KPIs.
  3. Implement Robust Tracking: REPLUG will assist you in setting up the right Mobile Measurement Partner (MMP) for your campaign. Whether AppsFlyer or Singular, REPLUG ensures seamless integration and accurate attribution of installs and in-app events.
  4. Craft Compelling Creatives: REPLUG’s creative team specializes in designing ad creatives optimized for OEM placements. We understand the nuances of each platform, ensuring your ads make the most impact in a limited space.
  5. Continuous Optimization: Once your campaign is live, REPLUG’s performance marketing experts will closely monitor its performance. They’ll analyze data, identify trends, and make data-driven adjustments to improve your results.
  6. Leverage REPLUG’s Expertise: As an independent agency, REPLUG isn’t tied to any single OEM. This means we can provide unbiased advice and create a diversified strategy that best suits your app’s needs.

Navigating the OEM digital marketing space can be complex, but you don’t have to do it alone. 

REPLUG’s team of OEM marketing specialists is ready to guide you through every step of the process, from strategy development to campaign execution and optimization.

Ready to explore how OEM marketing can transform your app’s growth trajectory? Let’s talk.

Real Results: OEM Marketing Success Stories

Let’s look at some real examples of apps that have done well with OEM marketing:

Le Figaro (News App):

This French news app saw some impressive results:

  • 65.7% more installs in just one week
  • 34.9% better retention after one month  

This means they not only got more users but kept them longer, too.

Ride-Hailing App: 125% More First-Time Riders

One of the fastest-growing ride-hailing apps faced challenges in expanding into new markets while keeping CPAs low. By integrating OEM placements across Xiaomi, Oppo, Vivo, and carrier inventory, they achieved:

  • 112% month-over-month growth in installs
  • 125% increase in first-time riders per month
  • 61K+ new unique riders monthly

The key to success? A mix of dynamic preloads, OEM launcher ads, and intent-based targeting, ensuring high-intent users were reached at the right time.

FinTech App: 76.3% More New Account Activations

A leading digital banking app aimed to reduce acquisition costs while driving more sign-ups. By expanding from a single OEM partner to a multi-OEM approach (Samsung & Xiaomi), they unlocked:

  • 76.3% increase in new account creations
  • 52.8% lower cost per sign-up on Xiaomi
  • 250K+ total new registered users

Key strategies included Samsung dynamic preloads (placing the app during device setup) and multi-touchpoint placements on Xiaomi, improving conversion rates and reducing CPAs by 31.7%.

These examples show that OEM marketing can do more than just get installs. It can help find users who will actively use and engage with your app.

OEM-Ads-101-2

Conclusion

OEM digital marketing offers a unique way to get your app in front of potential users. By partnering directly with phone makers, you can reach users at key moments, like when they’re setting up a new device.

The benefits are clear: a huge audience, real users (not fake clicks), predictable costs, and prime visibility on devices. Whether you’re running a finance app, a game, a news service, or anything in between, OEM marketing could be a powerful tool to grow your user base.

Ready to see how OEM marketing could work for your app? It’s worth exploring.

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REPLUG Team