OPPO Ads is accelerating its global footprint and expanding its commercial capabilities through Device+ marketing, programmatic enhancements, and deeper integration into the OPPO OS ecosystem. At its Southeast Asia Salon, OPPO revealed key upgrades in ad inventory, optimization tools, and user lifecycle solutions—cementing its position as a rising force in OEM advertising.
OPPO Ads Connect 2025 in Singapore marked a pivotal moment. The event showcased OPPO’s push to strengthen its presence in Southeast Asia and beyond, unveiling its Device+ Marketing Solution and laying out plans for new ad formats, traffic expansion, and retention-driven strategies. OPPO emphasized three value propositions: competitive pricing and proactive scenario targeting, seamless transitions from reach to conversion leveraging OS-level data, and multi-dimensional marketing solutions spanning preloads, push, and deeper engagement formats.
In 2024, OPPO Ads reported dramatic growth in request volume a 300% increase driven by new placements such as PUSH notifications, global search listings, shelf cards, and video feeds. In 2025, the company is pushing even further: allowing DSPs access to its full traffic pool, upgrading bidding strategies via Real-Time API (RTA), and offering attribution and OS-level monitoring to make conversion effects more transparent. One marquee feature is the Device+ Preload cooperation, which allows OPPO to reach 24 million new devices annually in Southeast Asia through pre-installed apps and PAI (Pre-Activation Installation) services.
Advertisers can now tap dynamic system surfaces like splash screens, shelf cards, search listings, and OPUSH each integrated into OPPO’s system experience to push users toward app installs or re-engagement. The platform supports multiple bidding models and claims backend ROI improvements above 10 % through optimization tuning. OPPO’s strategy is designed not just to drive install volume but to support user operations, retention, and conversion over the full lifecycle.
Yet the road ahead is not without challenges. To monetize device-level inventory at scale, OPPO must maintain ad quality, prevent user fatigue, balance supply and demand across regions, and compete with incumbent ad networks. Moreover, scaling requires building trust with advertisers on transparency, measurement, and incrementality. By opening DSP access and enhancing attribution tools, OPPO is already addressing some of these barriers.
OPPO Ads is betting on synergy: device-level inventory + OS signals + lifecycle tools. Should these elements coalesce smoothly, the platform could emerge not just as a regional alternative, but a global OEM media contender. In 2025, advertisers seeking diversification and deeper control over mobile user acquisition would do well to watch OPPO’s rise.
