As global mobile device usage continues to show remarkable growth— mobile subscribers are projected to increase to 6.3 billion by 2030, encompassing 74% of the population. With users spending an average of 4.8 hours daily on mobile devices—more than half of their digital time—capturing their attention at the right moment is critical for brands.
OEMs (Original Equipment Manufacturers) are emerging as pivotal players in transforming how brands engage with their target audiences. By leveraging their unique position within the device ecosystem, OEMs provide direct access to users through pre-installed apps, app recommendations, and native device notifications, offering seamless and impactful solutions for driving user engagement and acquisition.
As the mobile-first world becomes the norm, embracing OEM strategies is no longer optional—it’s essential for brands aiming to build deeper, more integrated connections with their audience.
In mobile advertising, OEMs act as a bridge between apps and users, enabling brands to effectively reach their audience at key touchpoints throughout the device lifecycle. Here’s how OEMs help drive brand visibility and engagement:
These placements ensure a seamless, non-intrusive user experience while delivering high visibility and relevance for advertisers.
The rise of OEMs as dominant players in the advertising ecosystem continues to accelerate as we approach 2025. With approximately 7.21 billion smartphone users globally, representing about 90% of the world’s population in 2024, the influence of OEMs in mobile advertising has never been more pronounced— offering brands an access to millions of untapped users.
In the United States, 82% of adults own a smartphone, and Apple alone commands 57% of the U.S. market share. As mobile advertising continues to grow, global mobile ad spending is expected to reach nearly $400 billion— with OEM ecosystems, driving an increasing share of this digital spend.
The rise of OEMs is equally impactful in India, with over 146 million smartphone shipments in 2023. In a country where mobile internet penetration has reached 52%, OEM channels are a crucial avenue for advertisers looking to reach both urban and rural users.
Since 2017, OEM giants like Xiaomi and Samsung have increased their global market share, especially in regions where traditional app discovery methods like app stores have limited reach. For example— Eastern Europe has seen a 30% growth in smartphone penetration over the last five years, with markets like Romania and Bulgaria leading the charge. In these markets, 40% of app installs are driven by OEM channels, according to a GSMA report, highlighting their efficacy in fast-growing regions.
OEMs are no longer just hardware manufacturers—they have become integral to how brands connect with consumers, from the USA to India and beyond.
OEM advertising has become a cornerstone of modern marketing, offering several advantages that make it a powerful tool for brands looking to engage users effectively:
Every major manufacturer, including Samsung, Xiaomi, Oppo, and Vivo, operates its own proprietary app store. OEM app store advertising places apps directly inside these stores through featured listings and personalised recommendations, giving brands visibility inside an environment users already trust.
Running OEM campaigns at scale requires a platform built specifically for this inventory. An app UA platform for OEM inventory, such as Appnext, centralises campaign management across manufacturer partnerships, handles compliance across regions, and optimises bidding and placement automatically rather than requiring a separate integration per OEM.
Despite its powerful advantages, OEM advertising presents several challenges, including fragmented data, regulatory complexities, and optimizing campaign performance across various device ecosystems. However, platforms like Appnext help brands overcome these obstacles with key features:
By leveraging these features and others, brands can streamline their OEM advertising strategies, minimizing complexities, improving efficiency, and optimizing campaigns to meet specific goals. This approach not only maximizes the effectiveness of their initiatives but also ensures a seamless and impactful connection with the right audiences at the right time.
For brands looking to tap into the power of OEM advertising, here’s a roadmap:
By starting small and iterating based on real-world data, brands can minimize risks and gradually utilize the full potential of OEM advertising.
As mobile ecosystems continue to evolve, OEM advertising is poised to become an indispensable part of digital marketing strategies. With advancements like 5G and the rise of super apps, OEM partnerships will only grow in importance, offering brands even greater opportunities for expansion.
To stay competitive, brands should leverage OEM advertising to tap into high-penetration markets, optimize campaigns, and drive user acquisition. Early adoption will enable brands to capitalize on the expanding mobile ecosystem and secure long-term growth.
By partnering with the right platform, brands can access global networks, insights, and advanced tools to enhance their advertising strategies and achieve impactful results.
Ready to Amplify Your Advertising Strategy? Contact Appnext today to take the first step toward optimizing your advertising strategy and maximizing user acquisition.
It's a platform that centralises OEM campaign management, bidding, and compliance across multiple manufacturer partnerships in one place, rather than requiring separate integrations per OEM.
Yes. Because it accesses device-level inventory with lower competition than mainstream ad networks, OEM advertising typically delivers a lower cost per install and stronger retention.
Appnext partners directly with leading OEMs including Xiaomi and Honor, combining that access with AI-powered contextual discovery through Appnext Timeline.