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12.12.2025

Scaling Mobile App Growth with Huawei: How Petal Ads and AppGallery Power Global User Acquisition in 2025

With mobile user acquisition becoming increasingly complex, marketers are searching for alternatives that combine scale, transparency, and performance. Huawei’s ecosystem, centered around Petal Ads and Huawei AppGallery offers a unique opportunity to promote mobile apps across 170+ countries, using device-level placements, advanced targeting capabilities, and performance-driven bidding models. This article outlines, using only verified international sources, how brands can leverage Huawei’s advertising and distribution ecosystem to drive high-quality app installs in 2025. The Rise of Alternative App Distribution: Why Huawei Matters Today As competition intensifies across Google Play and mainstream ad networks, brands are increasingly turning toward alternative ecosystems. Huawei AppGallery, according to publicly available global data, now operates in more than 170 countries and regions, serving millions of users across Huawei, EMUI, and HarmonyOS devices. At the same time, Petal Ads (formerly Huawei Ads) has evolved into a comprehensive advertising platform that lets marketers run performance campaigns across the entire Huawei ecosystem. According to official Huawei documentation, Petal Ads connects advertisers to users through AppGallery placements, Huawei Browser, Petal Search, contextual display formats, and a wide partner network. This shift reflects an important industry trend: app marketers are no longer relying exclusively on Google and Meta, they are seeking diversified, device-integrated channels capable of delivering measurable app installs at scale. How to Promote a Mobile App Through Huawei’s Ecosystem International sources consistently highlight a structured, transparent process for launching app-install campaigns through Huawei: 1. Register on Petal Ads and Set Up the Application Marketers begin by creating an account on ads.huawei.com, where they can add their application under “Traffic Management → Add App” and prepare ad units for future campaigns. 2. Select the Campaign Objective and Placement Types Petal Ads supports multiple goals, including App Install, reach, and retargeting. According to the official documentation, app promotion can run across: This gives brands both performance-driven and discovery-driven surfaces within the Huawei ecosystem. 3. Use Advanced Targeting and Flexible Bidding Models Verified sources note that Petal Ads offers granular segmentation, including: Marketers can choose between CPI, CPC, or CPM bidding to match their performance KPIs. 4. Prepare App Store Assets and Creatives For AppGallery promotion—especially search ads—optimized app metadata (name, icon, description, keywords) remains critical, similar to ASO in other stores, as confirmed by international ASO specialists. 5. Launch, Measure, and Optimize Petal Ads integrates with multiple tracking mechanisms, enabling performance measurement across installs, engagement, and retention. Why Huawei’s Ad Ecosystem Delivers Unique Value International evaluations of Petal Ads highlight three core advantages that increasingly appeal to app marketers: A. Global Reach Through a Large Device Ecosystem With AppGallery available in over 170 markets, Huawei offers a distribution and advertising channel that helps brands reach users traditional platforms may not cover. B. Comprehensive, Cross-Surface Advertising According to Petal Ads documentation and third-party analyses, Huawei supports a wide range of ad formats: display, video, native, rewarded, interstitial, and search ads within AppGallery. This cross-surface inventory allows brands to engage users both inside and outside the app store. C. Performance-Driven Flexibility Petal Ads supports CPI, CPC, and CPM bidding, enabling app marketers to tailor spend to their acquisition goals—whether installs, engagement, or awareness. Together, these strengths position Huawei as a credible alternative to saturated UA channels, especially in markets with high Huawei device penetration. Huawei as a Strategic Growth Channel in 2025 For brands looking to scale mobile app acquisition, Huawei provides a strong combination of ecosystem distribution (AppGallery) and performance advertising (Petal Ads). Verified international sources consistently emphasize the platform’s reach, variety of placements, advanced targeting, and flexible bid models. In a landscape where privacy changes, rising costs, and increased competition challenge traditional UA, leveraging Huawei’s advertising ecosystem offers marketers an opportunity to diversify user acquisition, reduce dependency on established networks, and capture new audiences with measurable impact. As app marketing evolves in 2025, Petal Ads and AppGallery stand out as essential components of a modern, diversified mobile growth strategy.

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09.12.2025

Unlocking App Growth with Vivo Ads: How OEM Advertising Delivers High-Intent, Fraud-Resistant User Acquisition

As mobile user acquisition becomes increasingly competitive, brands are searching for channels that offer both scale and quality. Vivo Ads – Vivo’s official OEM advertising platform? has emerged as a powerful solution, enabling app marketers to reach more than 400 million active users directly through device-level placements across the Vivo ecosystem. This article explains how to promote mobile apps through Vivo Ads using verified international sources, and why OEM advertising is becoming a core channel for global app growth. The Shift Toward OEM Advertising: Why Vivo Ads Matters In markets where mobile advertising costs continue to rise and attribution frameworks evolve, marketers are turning to OEM advertising for an edge. According to OEMAd, Vivo Ads provides brands with access to 400M+ monthly users across Vivo smartphones, one of the world’s leading Android manufacturers. Unlike traditional in-app networks, OEM inventory is integrated directly into the operating system and system applications, giving advertisers a unique way to reach users during natural device usage. TyrAds and AVOW highlight that OEM channels such as Vivo Ads deliver high-intent, fraud-resistant traffic by eliminating multiple intermediaries typically found in programmatic buying. This gives brands cleaner data, stronger attribution signals, and more predictable performance. How App Promotion Works Through Vivo Ads International sources describe a consistent, structured flow for launching app-install campaigns through Vivo Ads: 1. Create an App Install Campaign (CPI Model) Vivo Ads supports performance-driven CPI (cost-per-install) bidding, allowing marketers to pay only for results. The campaign is created inside the official platform (ads.vivo.com), where advertisers select “App Install” as a goal and define the target regions and budget.Source: Vivo Ads Help Center 2. Provide Package Name and App Metadata The system requires the exact package name of the app to ensure accurate placement. The app’s icon, screenshots, and description directly affect conversion rates, especially within V-Appstore placements.Source: Vivo Ads Help Center; TyrAds 3. Choose High-Impact OEM Placements Vivo Ads offers multiple device-level surfaces, including: These placements enable apps to appear during key discovery moments; often before a user opens any third-party app.Sources: TyrAds; OEMAD 4. Optimize Performance Through Real-Time Analytics Once live, marketers can track installs, CPI, engagement, and regional performance. AVOW notes that OEM traffic behaves differently from in-app advertising and should be optimized accordingly, especially in markets like Southeast Asia and India, where Vivo has strong market share. What Makes Vivo Ads a Standout Channel for App Marketers Based on verified global sources, Vivo Ads stands out for three reasons: A. Access to High-Intent Traffic Device-level placements reach users during organic system interactions, creating stronger intent than traditional display ads.Source: AVOW B. Lower Fraud Exposure OEM channels reduce exposure to fraud by operating directly through smartphone manufacturers.Sources: TyrAds; AVOW C. Strategic Reach in High-Growth Markets Vivo dominates several fast-growing Android markets, including Southeast Asia, India, and parts of the Middle East and LATAM, giving brands scalable international distribution.Source: TyrAds; OEMAD This combination: scale, authenticity, and fraud resistance, is increasingly rare in mobile UA, making OEM advertising a critical diversification channel as competition intensifies. How Brands Can Leverage Vivo Ads for Sustainable Growth Promoting a mobile app through Vivo Ads allows marketers to tap into a powerful, underutilized channel that aligns with current industry shifts. As performance marketers face rising CPMs, evolving privacy frameworks, and volatile measurement tools, OEM advertising provides a stable and transparent alternative. By focusing on CPI-based campaigns, V-Appstore optimization, and device-level placements, brands can unlock new reach with measurable impact. With access to hundreds of millions of high-intent users, Vivo Ads is not simply an additional UA tactic, it is becoming a foundational growth channel for mobile-first businesses worldwide.

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05.12.2025

Xiaomi Ads: A High-Intent OEM Advertising Channel for Scalable Mobile App Growth

As mobile acquisition costs continue to rise across traditional channels, Xiaomi Ads has emerged as one of the most effective OEM ecosystems for promoting mobile apps, particularly in markets where Xiaomi holds a strong device footprint. With placements across GetApps, Mi Browser, native system feeds and on-device recommendation surfaces, Xiaomi’s advertising platform offers brands direct access to mobile-first users that traditional ad networks often fail to reach. Verified industry sources consistently highlight Xiaomi Ads as a scalable, performance-oriented channel that aligns with the global shift toward app store diversification. The New UA Reality: Why OEM Channels Like Xiaomi Matter In 2025, the mobile advertising landscape is defined by saturation in mainstream networks and increasing fragmentation in app distribution. Industry experts note that OEM ecosystems such as Xiaomi Ads play a critical role in reaching users outside the highly competitive Google Play and social-platform environments. Xiaomi Ads – also called Mi Ads, is the OEM advertising stack built into Xiaomi devices. According to published partner guides, it powers placements across system apps including GetApps (Xiaomi’s official app store), Mi Browser, Mi Video, Mi Music, and multiple on-device recommendation surfaces. This enables advertisers to promote apps at precisely the moments when users are most likely to explore new software: during browsing, device setup, or app discovery. Importantly, Xiaomi’s user base includes hundreds of millions of devices globally, giving marketers scale across Asia, India and other developing markets where Xiaomi holds significant market share. Inside the Xiaomi Ads Ecosystem: Verified Ad Inventory Across Xiaomi Ads documentation and industry partner materials, the following inventory is confirmed and widely used for mobile user acquisition: GetApps (Xiaomi App Store) Sources describe multiple promotional surfaces: These placements are central to Xiaomi’s app-discovery experience and provide a direct path to installation. Mi Browser Advertising Industry guides outline native and banner formats: On-Device Recommendation Surfaces OEM AdTech documentation identifies: These system-native placements provide high visibility without relying on traditional in-app auction ecosystems. Why Xiaomi Ads Drives Impact for Mobile App Promotion 1. Access to Mobile-First High-Intent Users Verified Xiaomi advertising analyses highlight that Xiaomi devices dominate key markets across Asia, where users discover apps primarily through OEM stores and system surfaces. This gives Xiaomi Ads a strategic advantage over standard UA channels. 2. Efficient CPI and Increased Retention OEM advertising reviews report that Xiaomi placements often deliver lower CPI and higher retention compared with traditional channels, especially in gaming and utility categories. This is attributed to Xiaomi’s device-native integration and curated recommendation surfaces. 3. A Core Part of the App Store Diversification Trend Experts such as AVOW emphasize the role of alternative app stores including Xiaomi’s GetApps in the broader 2025 shift toward app store decentralization, where OEM stores complement or outperform traditional distribution channels in specific regions. 4. Support for Structured UA Campaigns Advertisers can run installation-focused campaigns (CPI/CPA) across Xiaomi Ads with full configuration of targeting, placements, geographies and budgets, as outlined in advertising platform guides. How to Promote a Mobile App Through Xiaomi Ads Verified industry workflows describe the following steps: This setup allows brands to leverage Xiaomi’s OEM ecosystem for measurable, scalable acquisition. Conclusion: Xiaomi Ads as a Strategic OEM Channel for 2025 As app marketers look beyond saturated networks, Xiaomi Ads stands out as a high-intent, device-native distribution channel with proven scale and performance. With verified placements across GetApps, Mi Browser and system-level recommendation surfaces, Xiaomi’s OEM ecosystem offers advertisers a way to reach audiences at the exact moments when app discovery naturally occurs. For companies expanding into mobile-first markets, Xiaomi Ads is no longer simply an optional alternative, it is becoming a core pillar of modern user acquisition strategy in 2025.

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03.12.2025

OPPO Ads: How HeyTap’s OEM Ecosystem Is Shaping Mobile App Promotion Across Emerging Markets

As mobile-first markets continue to expand, OPPO’s advertising ecosystem “HeyTap Ads” is becoming an increasingly important channel for user acquisition. With placements embedded across OPPO App Market, OPPO Browser, Game Center and on-device recommendation surfaces, HeyTap Ads offers app developers and performance marketers direct access to high-intent audiences that traditional networks often struggle to reach. Supported by official OPPO documentation and integrations with AppsFlyer, Adjust, Branch and Singular, the platform has evolved into a scalable and verifiable OEM advertising solution. A Shifting UA Landscape Where OEM Channels Gain Priority Competition in mainstream acquisition channels has intensified. Rising CPMs on Meta, Google and in-app networks have pushed marketers to explore alternative sources of incremental users. In this environment, OEM advertising ecosystems: including OPPO Ads, have emerged as powerful channels for mobile distribution. According to official HeyTap Ads documentation, advertisers can run installation-focused campaigns using CPI and CPA models across OPPO’s built-in inventory. HeyTap Ads operates within the broader OPPO ecosystem, which includes OPPO and realme devices, offering access to mobile-first audiences across key high-growth regions such as India, Indonesia, Vietnam, Thailand and the Middle East. The platform is accessible through ads.heytap.com, OPPO’s dedicated advertiser portal, and supports structured campaign configuration for app promotion. Inside the OPPO / HeyTap Ads Ecosystem Verified sources describe OPPO’s ad inventory as a mix of app-store surfaces, browser placements and system-level recommendations embedded directly into the OS layer. The core components include: OPPO App Market (App Store) Official OPPO documentation outlines multiple placements: These surfaces naturally attract users during app-discovery moments, making them high-value for acquisition. OPPO Browser Ads OEM advertising partners describe browser inventory that includes: These formats reach users during daily browsing, offering wide-scale visibility. Game Center Promotions For gaming apps, OPPO’s Game Center provides: On-Device and System-Level Placements Documented across OEM advertising guides and partner networks: Because HeyTap Ads controls both device-level and app-level inventory, advertisers gain access to discovery surfaces unavailable through conventional in-app DSPs or social channels. Why Marketers Are Prioritizing OPPO Ads 1. Strong device presence in high-growth markets Industry data (IDC, Counterpoint) consistently lists OPPO as a top Android manufacturer in India and Southeast Asia — regions where mobile usage drives most digital activity. This creates natural scale for OPPO Ads, especially for app categories tied to commerce, payments, utilities and entertainment. 2. Inventory with lower saturation than mainstream networks Because OPPO Ads operates through device-native surfaces, competition is lower compared to Meta or standard programmatic channels, allowing advertisers to achieve more efficient CPIs. 3. Full support from leading attribution platforms AppsFlyer, Adjust, Branch and Singular list HeyTap Ads as an integrated partner, confirming compatibility with standard tracking flows, postbacks and campaign transparency. 4. Performance-oriented design OPPO’s official Ads Help Center confirms that the platform is built around CPI/CPA objectives, enabling advertisers to optimize specifically for installs and activation events rather than impression-only formats. How to Promote a Mobile App Through OPPO Ads Based on verified OPPO and partner documentation, the recommended steps are: These steps match the structure presented by OPPO’s official Ads Help documentation and by certified advertising partners. Conclusion OPPO Ads has become a credible and scalable OEM advertising ecosystem for brands aiming to grow in mobile-first regions. With integrated placements across OPPO App Market, OPPO Browser, Game Center and on-device discovery surfaces, HeyTap Ads offers advertisers direct, high-intent reach inside one of the world’s most widely used Android device families. Backed by official MMP integrations and performance-driven campaign models, OPPO Ads is no longer simply an alternative to traditional UA channels, it is an essential component of a modern, diversified user acquisition strategy.

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28.11.2025

App Store Decentralization: How OEM Ecosystems Are Reshaping Global App Distribution

The mobile ecosystem is undergoing one of its most significant shifts since the introduction of Google Play and the Apple App Store. Regulatory pressure, alternative app stores, and rapidly expanding OEM ecosystems are driving app-store decentralization, a structural change in how apps are discovered, installed, and monetized. According to verified industry sources including The Verge, AP News, Business of Apps, Omdia, Adjust, and Epic Games’ legal disclosures, OEM marketplaces and device-native surfaces are emerging as powerful distribution hubs that increasingly compete with and complement traditional app stores. The Regulatory Shock That Opened the Door For years, distribution was dominated by two players: the Apple App Store and Google Play. But a series of antitrust decisions has altered the landscape. In Epic Games v. Google, a U.S. jury found that Google had illegally monopolized Android app distribution. Subsequent rulings “including Judge James Donato’s injunction and the Supreme Court’s refusal to block enforcement” require Google to: These changes mark the beginning of a more open, multi-store Android environment. Meanwhile, in Europe, the Digital Markets Act (DMA) is forcing Apple to support third-party app marketplaces on iOS. Epic reports that simplifying installation flows dramatically increased user adoption of alternative stores. Regulators have effectively mandated that app distribution cannot remain centralized. OEM Ecosystems Become Distribution Platforms OEMs: Samsung, Huawei, Xiaomi, OPPO, vivo, Transsion – have capitalized on this structural shift by expanding their own app stores and device-native discovery systems. According to Business of Apps and AVOW, OEM app stores now collectively reach over 1.5 billion monthly active users. Key players include: The rise of OEM stores is fuelled by several factors: Across APAC, MENA, LATAM and Africa, alternative stores and OEM platforms are becoming the primary discovery points for millions of mobile-first users. Beyond App Stores: OEM Ecosystems as Multi-Surface Discovery Networks The decentralization trend extends beyond alternative stores. OEMs have evolved into full-stack distribution ecosystems that integrate: Business of Apps notes that OEM ads now appear during key intent moments, such as device activation or system-app interaction; touchpoints that traditional in-app ads or store listings cannot access. This device-native integration turns OEM ecosystems into continuous distribution channels, not just storefronts. Why Developers and Marketers Are Adopting Multi-Store Distribution Verified sources such as Adjust, REPLUG, Business of Apps and Forasoft highlight several key reasons behind the shift: 1. Better economics Alternative stores and OEM ecosystems often offer reduced fees, flexible billing, and more favorable revenue share models. 2. Improved visibility With thousands of apps launching each month on centralized stores, alternative marketplaces provide more curated exposure and paid placement opportunities. 3. Access to new markets Omdia and AVOW show strong OEM dominance in regions like India, Southeast Asia, LATAM, Africa and the Middle East, where OEM stores frequently outperform Google Play in user reach. 4. Platform resilience Multi-store distribution protects developers from unilateral policy changes, commission shifts or algorithmic volatility in a single store. 5. Performance and discoverability OEM discovery surfaces: dynamic preloads, lock-screen recommendations, OEM search enhance performance beyond what centralized stores alone can deliver. The New Reality: A Decentralized Distribution Stack Pulling insights from The Verge, AP News, Business of Apps and global OEM partners, the app-store landscape is now shifting toward: App distribution is no longer defined by a single icon on the home screen, it is becoming a multi-layered, OEM-driven ecosystem spanning app stores, search, browser surfaces, and device-level recommendation systems. Conclusion App-store decentralization is no longer theoretical, it is happening now. Regulatory mandates, OEM ecosystem expansion and shifting developer priorities are creating a multi-store, multi-surface distribution environment that challenges the long-standing dominance of Apple and Google. For developers and marketers, this decentralization offers new reach, improved economics, and greater resilience. OEM ecosystems, once considered secondary, are emerging as central pillars of modern app distribution. As the industry moves into this multi-channel future, companies that embrace decentralized distribution will be positioned to capture global audiences across a broader and more dynamic ecosystem.

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21.11.2025

Geographic Diversification of OEM Traffic: Why Brands Are Expanding into Latin America, APAC, MENA and Beyond

As traditional advertising networks become increasingly saturated and competitive, brands are turning to OEM traffic as a strategic lever to reach mobile-first audiences in high-growth regions. Industry reports from AVOW, Digital Turbine, Business of Apps and Omdia show a clear trend: marketers are expanding their OEM investments across Latin America, Southeast Asia, Africa, India and the Middle East, where device-level placements and alternative app stores offer scale, cost efficiency and audience reach that mainstream ad channels can no longer provide. OEM Traffic as a Path Beyond Saturated Networks According to Business of Apps, mobile OEM partners now offer advertisers access to more than 1.5 billion monthly active users worldwide, many of whom sit outside the reach of traditional networks like Meta, Google or major SDK ad exchanges. AVOW highlights this advantage directly, noting that OEM channels provide access to “user audiences beyond the reach of traditional networks,” powered by alternative app stores and on-device placements. This shift is driven by a simple market reality: in regions where mainstream ad auctions are highly competitive, OEM ecosystems remain relatively unsaturated, offering better reach and often lower cost per install. Latin America: OEM Advertising Gains Momentum Formal case studies and partner reports show rapid adoption of OEM channels in Latin America, one of the world’s fastest-growing mobile regions. AVOW’s industry analyses emphasize LATAM as a priority geography for OEM-powered growth across gaming, e-commerce and travel. OEM placements are used to reach mobile-first audiences and to localize campaigns around regional events, such as Carnival, to increase conversion efficiency. Digital Turbine’s case study with Funvent Studios provides concrete evidence: leveraging on-device products such as DT Preloads and App Select, the company achieved 500,000 installs in Latin America in just three weeks. This campaign showcased how OEM/carrier partnerships can unlock scale that traditional UA channels struggle to deliver in this region. APAC & Southeast Asia: High-Intent Users Through OEM Ecosystems In Asia-Pacific, OEM platforms have become foundational to user-acquisition strategies. AVOW reports deep partnerships with vivo in Southeast Asia, where device-level placements are used to reach mass-market Android audiences. In India, Xiaomi’s Mi Ads platform has appointed AVOW as a core partner for user growth – reflecting the central role of GetApps and Xiaomi’s system-level surfaces in one of the world’s largest app markets. Additionally, the expansion of alternative app stores such as ONE Store (South Korea’s second-largest marketplace) into North America, Europe and LATAM via a 2024 Digital Turbine partnership underscores the growing globalization of OEM distribution systems. MENA & Africa: Mobile-First Regions Where OEMs Lead Device Penetration OEM advertising is also gaining traction across the Middle East and Africa, where mobile devices are often the primary gateway to the internet. AVOW notes that OEM campaigns in MENA support e-commerce, travel and fintech apps by providing direct device-level access to mobile-first consumers. Africa presents a unique opportunity: Transsion Holdings (TECNO, Infinix, itel) dominates smartphone adoption, holding over 40% market share across African markets. Transsion’s ad ecosystem, designed specifically for Africa, South Asia and the Middle East, includes rewarded and native ad placements inside Phoenix Browser, PalmPlay, and other OEM surfaces, providing scalable reach for advertisers targeting these regions. This dominance makes Transsion-powered OEM inventory one of the most effective channels for brands expanding into African mobile markets. Why Brands Are Diversifying Geographically into OEM Traffic Across all regions, a consistent set of benefits drives OEM adoption: 1. Access to mobile-first audiences OEM platforms collectively reach 1.5B+ monthly active users, many of whom do not interact heavily with traditional Western ad platforms. 2. Lower saturation and more efficient UA economics OEM channels provide new supply outside of crowded auctions, often resulting in stronger cost efficiency and higher install volumes. 3. Regional dominance of specific OEMs In markets where manufacturers such as Xiaomi, vivo, Samsung or Transsion dominate device share, OEM ads offer unmatched reach into the everyday experiences of local users. 4. Cross-border scalability Platforms like AVOW, Nativex and Digital Turbine package OEM inventory across APAC, LATAM, MENA, Africa and Europe; turning OEM ads into a globally coordinated growth channel. Conclusion The global shift toward geographically diversified OEM advertising is now unmistakable. Brands are expanding into Latin America, Southeast Asia, India, Africa and the Middle East to tap into mobile-first users at scale, bypass auction saturation and leverage device-native placements across alternative app stores and on-device UI surfaces. In markets where traditional networks face rising costs and decreasing inventory efficiency, OEM channels have become a core strategic asset, providing reach, efficiency and competitive advantage in some of the world’s fastest-growing digital economies.

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18.11.2025

The Evolution of OEM Advertising: From Preloads to Fully Integrated Device-Ecosystem Experiences

OEM advertising has undergone a rapid transformation. What began with simple preinstalled apps and alternative app stores has evolved into a sophisticated, multi-layered ecosystem of device-integrated ad formats embedded directly into system UI, OEM browsers, search surfaces, and first-party apps. Today, OEM inventory has become a strategic channel for mobile marketers, bridging app discovery, user acquisition, and on-device engagement within the manufacturer’s ecosystem. From Preloads to Alternative App Stores: The First Generation of OEM Ads The earliest OEM advertising formats were defined by static factory preloads and basic featuring inside alternative app stores. Preload campaigns placed app icons on the device before a user even turned it on, ensuring high visibility from day one. Industry documentation from Digital Turbine and AppsFlyer describes these placements as “first-touch” formats that positioned an app at the heart of initial device onboarding. At the same time, major manufacturers launched their own app stores, including Huawei AppGallery, Xiaomi GetApps, and Samsung Galaxy Store. These stores offered early OEM ad formats such as search ads, featured listings, and app-store banners. Although powerful at the time, these formats largely remained siloed within a single storefront. This era marked the foundation of OEM advertising, but the ecosystem was only beginning to expand. The Shift to On-Device & Dynamic Formats As mobile competition grew, OEM partners introduced dynamic and contextually timed formats that extended far beyond static preloads. A major turning point was the adoption of dynamic preloads, including Google Play Auto Install (PAI), which downloaded apps during the device setup flow. Industry case studies describe these placements as high-intent moments that outperform traditional installs by leveraging the user’s onboarding journey. On-device partners such as Digital Turbine advanced the model further with SingleTap™, enabling frictionless app installation directly from ads across the mobile web and apps, powered by OEM software embedded at the system level. This innovation bypassed friction points in traditional app-store flows, improving conversion rates and install velocity. Simultaneously, OEM ecosystems expanded placements across smart folders, OEM browsers, system apps, and lock screens, providing consistent visibility across daily interactions, not just during device activation. REPLUG’s 2025 OEM guide highlights formats such as browser ads, lock-screen cards, notifications, and recommendation folders that allow marketers to reach users through built-in device surfaces. These UI-level integrations signaled a shift from single-point placements to ongoing, lifecycle-driven advertising. Fully Integrated OEM Ecosystems: The New Era of Device-Native Advertising The latest phase of OEM advertising is defined by ecosystem-wide, multi-surface ad platforms that integrate directly into the manufacturer’s system UI and first-party apps. Huawei Petal Ads is a prime example, connecting ad delivery across AppGallery, Petal Search, Huawei Browser, and lock-screen surfaces. This cross-surface orchestration aligns ad formats with user intent, device behavior, and first-party data within a closed ecosystem. Xiaomi’s system-level advertising framework (MSA / HyperOS System Ads) takes a similar approach, enabling ads in built-in system apps, lock screens, notification panels, and theme interfaces. Independent tech publications confirm that these ads originate from an OEM-controlled system service, illustrating how deeply OEM placements have become embedded within the OS layer. Additionally, OEM-focused agencies highlight broader portfolios that now include: These formats form a device-native advertising environment, where OEMs provide consistent visibility from first boot through daily usage, far beyond what traditional in-app channels can offer. What This Evolution Means for Marketers OEM advertising is no longer a niche channel. It has matured into a fully integrated ecosystem that offers: 1. High-intent placements Ads now appear during device setup, search, browsing, and daily UI interactions — reaching users at meaningful moments. 2. Cross-surface orchestration Integrated platforms like Petal Ads unify placements across search, browsing, app discovery, and lock screens. 3. Deeper device-level engagement System UI surfaces provide exposure that traditional app networks cannot replicate. 4. Competitive performance economics OEM formats often deliver high engagement and competitive acquisition costs, especially in Android-dominant markets. 5. Strategic alignment with emerging markets OEM-driven ecosystems are strong in Asia, MENA, Africa, and Latin America, regions where new users are primarily mobile-first. Conclusion OEM advertising has evolved from straightforward preinstalled apps to a robust ecosystem of device-native, cross-layer advertising solutions. Modern OEM platforms connect app discovery, install acceleration, and on-device engagement within unified, system-level environments. As mobile platforms face increasing privacy changes and attribution challenges, OEM advertising provides a differentiated path to reach users directly within the device ecosystem. For brands focused on sustainable mobile growth, OEM inventory is no longer supplemental, it is becoming a core pillar of performance strategy.

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13.11.2025

Attribution Catches Up: How MMP Integrations and Deep Linking Are Powering OEM User Acquisition in 2025

OEM advertising has moved into the mainstream, and attribution has followed. In 2025, leading mobile measurement partners (MMPs) now provide native support for preloads, on-device placements, and alternative app stores, while deep-linking infrastructure closes the loop from OEM impression to post-install revenue. The result is a more measurable, scalable path to OEM growth for Android app marketers. OEM user acquisition used to be hard to measure. That’s changed. AppsFlyer, Adjust, Singular and Branch have shipped capabilities that let marketers track factory and first-boot preloads, attribute installs from AppGallery, GetApps, Galaxy Store, and route new users with deferred deep links to the right in-app destination, so OEM no longer sits outside the performance stack. AppsFlyer formalized OEM measurement with preload referrer attribution, designed specifically for campaigns contracted with OEMs, carriers, and app discovery partners; partners can have installs attributed to preload campaigns at the factory or device activation, with multiple supported methods for accurate crediting. This isn’t limited to generic channels: AppsFlyer also documents configuration for Petal Ads (Huawei) and notes attribution support for AppGallery placements and search ads, making Huawei’s ecosystem measurable alongside standard networks.  On the OEM platform side, Huawei’s developer docs explicitly call out MMP integrations. For example, Huawei provides guidance for AppsFlyer, including SDK versioning and referrer parameter requirements—to ensure installs from AppGallery are attributed correctly; there’s parallel guidance for Adjust (SDK v4.28.6+) to support referrer-based attribution as well. These vendor-maintained instructions are a strong signal that OEM storefronts want to be first-class, measurable channels, not just distribution endpoints. For “on-device” inventory aggregated by OEM facilitation layers, attribution is converging too. Singular ships a unified integration for Digital Turbine Media, covering cost aggregation, tracking links, and postbacks; Digital Turbine’s own docs detail attribution windows and event postback setup for Singular. Together, these make installs from device-level placements flow into the same dashboards as Meta, Google, and DSPs. A similar pattern holds for ironSource Aura, Singular’s knowledge base includes a partner configuration, enabling standardized attribution and cost reporting for on-device distribution. Industry glossaries now describe OEM advertising stacks as a blend of device-manufacturer platforms (Samsung, Huawei, Xiaomi) and mediators like Digital Turbine and ironSource Aura, reinforcing that these channels are integrated into modern analytics and MMP workflows.  Deep linking is the other half of the OEM performance story. Deferred deep linking ensures that users who first encounter an app via an OEM placement (setup flow, smart folder, store feature) and then install are routed to intent-matched content on first open, preserving the user journey and enabling down-funnel attribution. Branch defines and supports deferred deep linking for scenarios where the app isn’t yet installed, taking the user through the appropriate store and then straight to the target screen post-install. That reliability is essential for converting OEM exposure into monetizable actions. Finally, platform guidance from Adjust highlights why alternative stores matter strategically. Adjust points out that multi-platform distribution and OEM partnerships for pre-installs and curated placements can materially boost visibility and performance as app-store policies and regional regulations evolve, another reason advertisers want OEM channels fully wired into their MMPs. What this means for marketers Attribution and deep-linking support have removed the biggest barrier to scaling OEM traffic. Preloads and on-device ads can now be measured like any other UA source (click/view-through windows, postbacks, ROI modeling), Huawei/Xiaomi ecosystems are instrumented for referrer-based credit, and deferred deep links preserve intent and increase conversion after install. If your MMP already supports AppsFlyer/Adjust/Singular partner setups for Petal Ads, AppGallery, Digital Turbine, and ironSource Aura, you can bring OEM into your standard testing, incrementality design, and LTV forecasting, rather than treating it as a black box.  Bottom line With OEM attribution (preload referrers, partner integrations) and deep linking now production-ready, OEM placements have become a measurable, optimization-friendly channel in the Android UA mix. The tech is no longer the constraint – your brief, your creative, and your incrementality design are.

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11.11.2025

Alternative App Stores and OEM Channels: The New Growth Engine for Android in 2025

The Android app economy is entering a new phase. According to recent analyses from Business of Apps and AppsFlyer, alternative app stores and OEM advertising channels now account for a significant share of Android installs and app-store spending. With platforms like Huawei’s AppGallery, Xiaomi’s GetApps, and Samsung’s Galaxy Store scaling rapidly, OEM ecosystems are no longer niche distribution options, they have become a strategic pillar of mobile user acquisition in 2025. A Market Redefined by Alternative Distribution Business of Apps reports that nearly half of Android app-store expenditure now takes place outside of Google Play. This marks a structural shift in mobile app distribution, one driven by device manufacturers investing heavily in their own digital ecosystems. At the same time, AppsFlyer’s global Performance Index ranks four OEM sources among the top twelve media platforms for Android user acquisition (non-gaming), confirming that on-device and OEM-driven traffic has achieved mainstream adoption among marketers. These channels are particularly strong in markets where Android dominates and where OEMs maintain deep relationships with users through preloaded stores and native recommendation systems. The strategic rationale is clear: while competition and privacy changes have pushed up acquisition costs in traditional networks, OEM inventory offers direct, high-intent access to users at the device level, often during setup or app discovery moments when engagement is highest. Scale and Economics: The Power of OEM Ecosystems The scale of today’s OEM ecosystems underscores their growing importance: Together, these platforms form a robust, diversified layer of Android app distribution. They enable brands to complement Google Play with additional placements, custom campaigns, and integrated on-device advertising, from app-store features to pre-install and device setup recommendations. This economic appeal is reinforced by performance. OEM channels often deliver lower CPI and higher retention due to contextual relevance and lower competition. For developers and advertisers, these results position OEM traffic as both efficient and scalable, an essential addition to the user acquisition mix. Regulatory Tailwinds: A More Open Android Ecosystem Regulatory developments are accelerating this transformation.In the United States, court rulings in Epic Games v. Google are forcing Google to open Android distribution, mandating support for rival app stores within Google Play, access to its app catalog, and allowance for alternative billing options. These reforms are designed to reduce platform exclusivity and expand fair competition in mobile distribution. As a result, OEM marketplaces are gaining both legitimacy and opportunity. With fewer structural barriers, brands and developers can now integrate these channels more easily; building direct, transparent relationships with users without the constraints of a single app-store ecosystem. Industry analysts suggest that, as Android maintains a global OS share of over 70%, alternative app stores could capture an even larger portion of total installs by 2026, especially in Asia-Pacific, MENA, and Eastern Europe, where OEM ecosystems already play a dominant role. The Future of Android User Acquisition For mobile marketers and developers, 2025 marks a turning point: OEM traffic and alternative app stores are now central to sustainable growth.They provide reach where Google Play is limited or highly competitive, they deliver measurable performance advantages, and they align with a more privacy-safe, device-centric future. As platforms like AppGallery, GetApps, and Galaxy Store continue to scale, brands that diversify into these ecosystems stand to gain access to billions of potential users through trusted, native interfaces. In a year defined by rising acquisition costs and tighter data restrictions, one insight is becoming clear: the next wave of Android growth will not be confined to a single store, it will be built across OEM ecosystems that combine reach, intent, and efficiency.

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06.11.2025

Global Smartphone Market in Q3 2025: Growth Returns, OEMs Look Beyond Hardware

According to Omdia’s latest market tracking, the global smartphone industry posted a modest recovery in Q3 2025, with shipments rising 3% year over year to 320.1 million units. As manufacturers stabilise production and expand across emerging markets, a parallel shift is taking shape: OEMs are strengthening their ecosystems – from pre-installed apps to advertising services – to diversify revenues beyond hardware sales. Steady Recovery in a Maturing Market After several quarters of volatility, Omdia’s October 2025 data shows that smartphone shipments have regained positive momentum. The global market grew 3% YoY, driven mainly by emerging economies and seasonal demand in Asia. In India, shipments climbed to 48.4 million units, also up 3% year on year, as brands stocked inventory ahead of the festive season. The findings, published in Omdia’s Smartphone Need-to-Know – October 2025 and quarterly press releases, indicate that the rebound is still uneven: China’s market declined 3% YoY, while global leaders such as Samsung, Apple, and Xiaomi maintained stable shares. The recovery highlights cautious optimism, supply chains have normalised, and replacement demand is returning in key regions. However, shipment growth alone no longer tells the full story of the smartphone industry. As Omdia notes in its commentary, vendors are increasingly focused on expanding digital services and ecosystem monetisation, which now complement – rather than depend solely on – device sales. OEMs Shift Toward Ecosystem-Driven Revenue While Omdia’s publicly available reports focus on shipment metrics, industry analyses around them reveal a consistent pattern: manufacturers are building business models that rely on software, content, and advertising. Major Android OEMs: including Samsung, Xiaomi, OPPO, Vivo, and Huawei, are strengthening their proprietary ecosystems through app stores, content platforms, and advertising networks. This transformation is visible across multiple fronts: This shift underscores a structural change: hardware is no longer the sole driver of profit. Instead, the smartphone itself has become a gateway to long-term engagement, commerce, and advertising. The Broader Context: Data, Distribution, and Diversification Omdia’s tracking suggests that emerging markets are now the strongest contributors to growth, both in device sales and user acquisition potential. For OEMs, these regions also present opportunities to scale software ecosystems from the ground up. As smartphones reach new users in India, Southeast Asia, and Africa, device makers are embedding their own app stores, browsers, and media services, effectively controlling the first touchpoints of digital life for millions of consumers. This strategy is economically sound. Advertising, pre-installs, and ecosystem partnerships offer recurring margins without the production risks tied to hardware cycles. It also reflects a global pattern: as smartphone hardware approaches saturation in developed markets, software-driven monetisation ensures continued growth. Outlook: The Smartphone as a Platform for Advertising The Q3 2025 rebound marks more than a short-term recovery, it confirms the resilience and adaptability of the smartphone sector. As manufacturers pursue sustainable profitability, OEM-level advertising and pre-installation models will continue to expand alongside hardware shipments. Omdia’s data shows that the fundamentals are stabilising: supply, demand, and regional diversity all improved this quarter. Yet the industry’s centre of gravity is gradually shifting from units sold to value generated per active device. In 2025 and beyond, smartphone OEMs are no longer just hardware producers, they are becoming full-fledged digital media platforms, using their global install base to connect consumers and brands at scale.

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