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27.03.2026

App Store Search Ads Expansion and Its Impact on OEM UA Strategies

The mobile user acquisition landscape is constantly evolving. One of the most important changes for marketers in 2026 comes from Apple’s expansion of App Store Search Ads, which introduces multiple advertising placements within search results. For UA teams, this shift changes how competition works in app discovery and forces a reassessment of how budgets are distributed between App Store search ads and alternative acquisition channels such as OEM advertising. Understanding this change is important for growth teams who want to maintain efficiency in a market where acquisition costs continue to rise. Apple Is Expanding Search Ads Inside the App Store For many years, App Store search results contained only one sponsored placement at the top of the page. That position was extremely valuable because it captured high-intent users who were actively searching for an app. Starting in March 2026, Apple began rolling out additional advertising placements within search results. Instead of a single slot, ads can now appear both at the top of the results page and further down among organic listings. Apple explained that this change is designed to give advertisers more opportunities to reach users during search queries. Search remains the dominant discovery mechanism in the App Store, with roughly 65 percent of downloads happening after a search. For advertisers, this expansion increases visibility opportunities. However, it also intensifies competition for high-intent traffic. What This Means for App Discovery The introduction of additional ad placements fundamentally changes how visibility works inside the App Store. Previously, ranking in the top organic positions was often enough to capture meaningful traffic. Now, paid placements can appear multiple times on the page, which means organic results compete with more sponsored listings. For growth teams, this creates three major consequences. 1. Competition for high-intent search traffic increases With multiple ad slots available, more advertisers can participate in the same keyword auctions. This usually results in higher bidding pressure and potentially higher cost per tap (CPT) and cost per install (CPI). 2. Organic visibility becomes less predictable Even apps that rank well organically may see reduced click-through rates if paid placements occupy more space within the search results. 3. Search becomes more pay-to-play As advertising inventory expands, developers may need to invest more budget in Apple Ads simply to maintain visibility on competitive keywords. For UA teams managing tight performance targets, these changes can alter the economics of search-based acquisition. Why This Change Pushes Marketers Toward OEM Channels As App Store search becomes more competitive, marketers naturally start looking for alternative sources of scalable installs. That is where OEM ecosystems begin to play a bigger role. OEM advertising operates outside the traditional search auction environment. Instead of targeting users only when they search inside the App Store, OEM placements reach users through device-level discovery surfaces, including: These placements allow advertisers to reach users earlier in the discovery journey, before they even open an app store. Because OEM ecosystems operate in a different inventory environment, competition and pricing dynamics can be very different from search auctions. The Strategic Shift: Balancing Search and OEM Traffic For modern UA teams, the question is no longer whether to use search ads or OEM traffic. Instead, the challenge is finding the right balance between the two. Search ads remain powerful because they capture high-intent demand. Users who search for specific categories or app names are already close to making a decision. OEM traffic, on the other hand, creates new discovery opportunities earlier in the funnel. It introduces apps to users while they are exploring their device or browsing recommendations. A balanced UA strategy often looks like this: Together, these channels form a diversified acquisition mix that reduces reliance on any single platform. Why UA Strategies Are Changing in 2026 The expansion of App Store advertising is part of a broader shift in the mobile ecosystem. App discovery is becoming increasingly fragmented across multiple environments, including: As more advertising inventory appears inside app stores, the competition for search traffic becomes more intense. This naturally pushes growth teams to explore alternative discovery channels that operate outside the main auction environment. OEM ecosystems are one of the most important of those alternatives because they provide access to users directly within the smartphone interface. Conclusion: A New Balance Between Search and OEM Acquisition Apple’s decision to expand advertising placements inside App Store search results signals a new phase in mobile user acquisition. As more ads appear in search results, competition for high-intent traffic will likely increase, and search campaigns may become more expensive over time. For UA teams, this shift reinforces the importance of diversifying acquisition channels. Search ads remain essential for capturing intent, but OEM ecosystems provide additional reach through device-level discovery. In practice, the most successful mobile growth strategies in 2026 will not rely on a single channel. Instead, they will combine search, social, and OEM advertising to create a resilient and scalable user acquisition system.

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24.02.2026

Why OEM Traffic Behaves Like Pre-Search, Not Like Paid Media

Most UA strategies assume one thing: users already know what they want. Search captures that intent, paid media amplifies it. OEM traffic enters the journey much earlier. In OEM environments, users install apps before they search, compare, or explore app stores. They are not actively looking, yet they are already choosing. That makes OEM traffic behave less like paid media and more like a pre-search discovery layer. Understanding this difference changes how messaging, positioning, and performance should be approached. The Stage Everyone Forgets Exists Traditional acquisition models start with intent. A user searches, browses results, compares options, and installs. OEM traffic appears before that moment. System recommendations, setup-time prompts, default app suggestions, and device-level collections introduce apps when the user has not yet formed a question. The device creates awareness before intent exists. At this stage, users are not evaluating. They are noticing. That is why OEM traffic cannot be treated like a standard paid channel. Choosing Without Asking In pre-search environments, users do not express demand.They respond to what is placed in front of them. This leads to a different decision pattern: Choice still happens, but it happens inside a very narrow frame defined by the system. Once that frame is accepted or dismissed, the moment is gone. This explains why OEM installs often come quickly and why post-install behavior depends heavily on first-session clarity. Discovery That Doesn’t Feel Like Discovery Search and store browsing are intentional. OEM discovery is contextual. Apps surface while users: The user is focused on a task, not on finding apps. OEM suggestions feel like part of the flow, not interruptions. In this context, relevance beats persuasion. If the app makes sense right now, it gets chosen. If it doesn’t, it is ignored instantly. Why Paid Media Messaging Misses the Moment Paid media is built for competition. OEM environments are built for alignment. Messaging that relies on emotional storytelling, aggressive value claims, or comparisons assumes an audience that is already engaged and curious. Pre-search users are neither. At this stage, users are not asking “which app is better.” They are asking “what is this and why is it here.” That is why many paid-media-style creatives and messages feel out of place in OEM traffic. Positioning Shifts From Persuasion to Recognition Pre-search positioning works best when it removes ambiguity. Strong OEM messaging: Instead of “the best app for X,” pre-search favors“an app that helps you do X right now.” The goal is not to differentiate. The goal is to be instantly understandable. Messaging That Fits the Context, Not the Channel OEM traffic rewards messaging that matches the user’s moment: Apps that try to introduce new problems struggle. Apps that feel like natural next steps perform better. This is why narrow, concrete positioning often outperforms broad brand narratives in OEM environments. What UA Teams Should Actually Optimize Once OEM is treated as pre-search, optimization priorities change. What starts to matter more: What matters less: OEM traffic exposes weak positioning quickly, but it also rewards clean execution faster than most channels. Why Pre-Search Explains OEM Performance Patterns Many common OEM questions make sense once pre-search logic is accepted: Pre-search installs arrive before intent exists. The app must create intent after install, not before. Teams that design for this reality see more predictable cohorts and cleaner scaling. Designing for the Moment Before Intent Treating OEM traffic as pre-search leads to a different UA mindset: This is not a constraint. It is a strategic advantage when used correctly. Where OEM Traffic Actually Wins OEM traffic is not underperforming paid media. It operates at a different point in the decision journey. When UA teams stop forcing paid-media logic onto pre-search environments, performance becomes easier to explain and easier to scale. Messaging sharpens, positioning simplifies, and cohorts stabilize. In 2026, the strongest Android growth strategies will treat OEM traffic not as another paid channel, but as the place where choices form before users ever start searching. That is where OEM traffic creates its real value.

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13.02.2026

The Hidden Cost of Cheap OEM Installs: Where UA Teams Lose Money Without Noticing

Cheap OEM installs are one of the most attractive things in Android user acquisition. Low CPI, clean traffic, fast scale — everything looks right in the dashboard. That’s exactly why they’re dangerous. Many UA teams scale OEM traffic based on early signals and only realize much later that unit economics no longer add up. The issue is not OEM traffic itself. The issue is how “cheap” installs quietly distort decision-making. Why Cheap OEM Installs Look Like a Clear Win Low CPI is one of the strongest psychological triggers in performance marketing. When OEM installs come in noticeably cheaper than paid social or in-app networks, the instinctive reaction is to scale. OEM traffic reinforces this confidence: At this stage, OEM advertising feels like found money. But CPI alone only tells you how easy the install was — not how valuable it will be. What Actually Makes OEM Installs Cheap OEM installs are often cheap for one simple reason: friction is removed. Users install apps: This shifts the install earlier in the user journey.Earlier does not mean worse — but it does mean less intent at the moment of install. That difference is where the economics begin to change. Where CPI Starts Lying to You The Early Metrics Comfort Zone OEM campaigns often look strong in the first 24 hours: This creates a false sense of stability. Early engagement happens because users are curious and the app is new to them, not because long-term value is guaranteed. CPI and D1 are not wrong metrics. They are just insufficient for OEM traffic. The Silent Drop After the First Session The real signal appears later: Because installs were cheap, these issues are easy to ignore. Budgets continue flowing into cohorts that never stabilize. This is where UA teams start losing money without seeing it directly. How Cheap OEM Installs Break App Economics The damage does not show up as a single red flag.It spreads quietly across the funnel: None of this looks dramatic in isolation. Together, it creates a situation where growth continues, but profitability erodes. Cheap installs don’t destroy performance overnight. They scale inefficiency. Why OEM Traffic Needs Different KPIs OEM traffic enters the funnel earlier than most Android channels. That alone makes CPI-centric evaluation risky. For OEM user acquisition, stronger indicators are: When OEM traffic is evaluated with paid social KPIs, it looks unpredictable. When it’s evaluated with activation-focused metrics, patterns become clear. How Strong UA Teams Reframe OEM Performance Teams that succeed with OEM advertising don’t chase the lowest CPI.They optimize for value confirmation speed. What they do differently: OEM traffic rewards discipline more than aggression. What This Means for Android Growth in 2026 OEM traffic is not a shortcut to cheap growth. It is an early-access channel with different economic rules. UA teams that understand this stop asking why OEM “doesn’t monetize.” They start designing funnels that can handle users arriving before intent is fully formed. The Real Cost Equation Cheap OEM installs are not a problem. Misreading what “cheap” actually means is. When OEM traffic is measured beyond CPI and early metrics, it becomes one of the most controllable and scalable Android acquisition channels. When it isn’t, it quietly drains budget while looking efficient on paper. In 2026, winning OEM strategies won’t be built around the lowest CPI. They will be built around the shortest path from install to real value.

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28.01.2026

From Notifications to Discovery: How Lock Screens Are Becoming a New App Acquisition Channel

For a long time, the lock screen was treated as dead space. A place for notifications, time, battery level — nothing more. In UA planning, it rarely appeared as a serious discovery surface. That assumption is no longer true. OEM ecosystems are actively transforming lock screens into high-visibility discovery environments, where apps are not just seen, but installed. For advertisers, this shift changes how discovery works — and what actually drives performance. The Setup: Why Lock Screens Were Ignored for So Long From a UA perspective, lock screens used to feel off-limits. They were passive. They weren’t scrollable. They didn’t behave like feeds, stores, or placements with intent signals. Most performance teams focused on environments where users were already “in motion”: social feeds, games, search results, app stores. The lock screen sat outside that logic — something the user passed through, not something they engaged with. But OEMs see the lock screen differently. It is the most frequently viewed screen on the device. Users unlock their phones dozens — sometimes hundreds — of times per day. That makes the lock screen not just visible, but habitual. Once OEMs started treating it as owned inventory rather than system UI, its role began to change. The Climax: How Lock Screens Became a Discovery Surface From Passive UI to Active Recommendation Layer Modern OEM lock screens are no longer just static backgrounds with notifications. In several ecosystems, they now include full-screen content modules, recommendations, and interactive units. A clear example is Glance, which operates as an OEM-partnered lock screen experience. In performance campaigns, Glance enables One-Click Install (OCI) flows — allowing users to initiate an app install directly from the lock screen, without first opening an app or browsing a store. At that point, the lock screen stops being a notification layer and becomes an entry point into the acquisition funnel. Why Lock Screen Discovery Behaves Differently Lock screen discovery does not compete with feeds or search. It competes with attention in idle moments. Users encounter lock screen content: That context explains why traditional ad logic often fails here. There is no scrolling behavior.There is no exploration mindset.There is no tolerance for complexity. The decision is binary and fast: ignore or act. This is why lock screen discovery rewards: Anything that looks like a conventional “ad” — multiple messages, small text, layered CTAs — tends to lose immediately. Install Initiation Changes the Funnel One of the most important shifts is where the install happens. In classic UA, install intent builds across multiple steps: impression → click → store → install. On lock screens with OCI-style flows, that process is compressed. The user sees a value proposition and can trigger an install without entering a store-first mindset. This has two implications for UA teams: As a result, lock screen campaigns often show: The lock screen doesn’t forgive weak first-session experiences. Why Creative Discipline Matters More Than Ever Lock screen inventory is unforgiving. You don’t get a second frame.You don’t get a swipe.You don’t get a scroll. That’s why the most successful lock screen campaigns follow a very strict creative discipline: From a media buying perspective, this is closer to outdoor advertising logic than digital feed advertising. Clarity beats cleverness. Recognition beats explanation. The Resolution: How UA Teams Should Treat Lock Screens in 2026 Lock screens should no longer be treated as an experimental side format. They are becoming a distinct discovery layer with its own rules. For advertisers and UA managers, the practical approach looks like this: Lock screen discovery is not about persuasion. It’s about interruption done right. Conclusion The lock screen is no longer just a place where apps wait to be opened. In modern OEM ecosystems, it’s where apps are found. As OEMs continue to productize device-level surfaces, lock screens are emerging as one of the most powerful — and misunderstood — acquisition environments. For teams willing to adapt their creative logic, measurement expectations, and onboarding strategy, lock screens offer access to user attention that few other channels can match. In the next phase of mobile growth, discovery won’t start in feeds or stores. It will start before the phone is even unlocked.

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22.01.2026

OEMAD — New Features & Improvements

1) Smarter event-based optimization (avg. event cost ↓ 15%) We upgraded our event-optimization engine to learn faster from post-install signals and allocate spend more efficiently across placements. Result: clients are seeing ~15% lower average cost per event, while keeping volume stable. What improved behind the scenes: 2) New organization-based account structure (unlimited ad accounts & campaigns) We redesigned the way accounts are structured: Why it matters: it’s now much easier to separate budgets by app, geo, team, or business line—and manage everything cleanly in one place. 3) New OEM inventory added (lower user acquisition costs) We added new OEM inventory sources, expanding reach and improving pricing efficiency. More supply + better matching typically = better CPM/CPI dynamics, especially at scale. Expected impact: more stable volumes and an additional lever for lower cost per new user. 4) Self-serve cabinet is nearly ready (public access in a couple of months) The self-serve dashboard is in the final stage. Very soon, all clients will be able to: We’re polishing UX, permissions, and guardrails to make sure it’s safe and simple from day one. 5) Faster, tighter MMP integration (better optimization quality) We improved the way OEMAD connects to MMPs so that event data arrives and processes faster. What you’ll notice: Extra OEMAD updates (to show active development) To make it obvious that the product is moving quickly, you can also mention these recent “platform maturity” upgrades (choose what matches what you actually shipped): What to expect next

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20.01.2026

Retention and LTV in OEM Traffic: What Really Happens After the Install

OEM traffic is often described in simple terms: clean installs, low fraud, strong early metrics. And in many cases, that’s true. But if you’ve actually scaled OEM campaigns, you know that installs are only the beginning. The real questions start later: Who stays? Who churns? And which OEM users are worth scaling for long-term value? This is where most misconceptions around OEM retention and LTV appear. The Setup: Why OEM Retention Is Easy to Misread Most teams look at OEM traffic the same way they look at paid social or in-app networks. CPI goes down, D1 looks strong — everything seems fine. Then someone opens a D7 or D30 report and the doubts begin. At that point, OEM traffic often gets labeled as “short-term” or “good for volume, not for quality”. In practice, the issue is not OEM traffic itself.The issue is how early OEM users are introduced to the product. On-device placements — setup flows, preloads, system recommendations — surface apps before users have fully formed their daily habits. That gives OEM traffic a unique advantage in scale, but it also changes post-install behavior. Expecting these users to behave exactly like social or search cohorts is where the mismatch starts. The Climax: What Retention and LTV Actually Look Like in OEM Why D1 Is Often Strong — and Why That’s Not the Full Story Strong Day-1 retention is one of the most common OEM patterns. Users install, open the app, maybe complete onboarding. From the outside, it looks great. But the install decision in OEM often happens with less deliberate intent. The user didn’t search, didn’t compare screenshots, didn’t read reviews. They accepted a recommendation at a moment of convenience. What we often see in data: This doesn’t mean OEM traffic is “low quality”. It means intent is distributed unevenly — and averages hide that. Formats Matter More Than Most Teams Expect Not all OEM formats create the same type of user. From real campaign data, the pattern is consistent: Calling all of this simply “OEM traffic” misses the point.Retention lives at the format level, not the channel level. Why OEM-Level Segmentation Is Non-Negotiable Another mistake we see often: evaluating OEM performance as one blended source. Different OEM ecosystems attract different users, device tiers, and usage patterns. The same app can show completely different LTV curves depending on where the install comes from. Some ecosystems skew toward: When OEM data is blended, good cohorts subsidize weak ones, and decisions get distorted. Teams that segment by OEM × format × entry point see much clearer signals — and scale with far more confidence. Cheap Install vs. Valuable User Low CPI is one of OEM’s strongest selling points — and one of its biggest traps. A cheap install usually means: A valuable OEM user shows up later: The difference only becomes visible in cohort analysis. If you’re not looking past install and D1, OEM will always feel confusing. The Resolution: How We See OEM Retention Done Right From the perspective of a traffic source, OEM works best when it’s treated as a long-game channel, not a CPI arbitrage tool. What consistently works for advertisers who scale OEM successfully: OEM traffic introduces users early. That’s its strength — and its responsibility. Products that can anchor themselves into daily behavior benefit disproportionately. Products that rely on delayed or unclear value struggle. Conclusion OEM traffic doesn’t have a retention problem.It has a timing problem — and timing cuts both ways. When OEM is treated as just another install source, it disappoints. When it’s treated as a system-level discovery channel with its own logic, it delivers users that other channels simply can’t reach at the same scale. The teams that win with OEM in 2026 won’t be the ones chasing the lowest CPI.They’ll be the ones who understand which OEM users stay — and why.

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13.01.2026

OEM Traffic Is Not One Channel: Why the Same Format Performs Differently Across OEM Ecosystems

OEM advertising is often discussed as a single performance channel. Preloads, on-device recommendations, alternative app stores — all grouped under one label: OEM traffic. But in practice, treating OEM as a unified source is one of the most common mistakes in mobile user acquisition. The same preload format can deliver radically different retention, engagement, and LTV depending on the OEM ecosystem behind it. Understanding why is critical for advertisers and UA managers who want predictable, scalable results. Same Format, Different Reality At first glance, OEM campaigns look standardized.A preload is a preload. A recommended app tile is a recommended app tile.The buying logic, the KPI model, and even the creative specs often appear identical. This creates a dangerous assumption:if the format works on one OEM, it should work on another. In reality, a preload on Xiaomi behaves very differently from a preload on Vivo, Transsion, or Samsung devices. Not because the format changes but because the ecosystem around it does. Why OEM Ecosystems Produce Different User Quality 1. OS Layer Shapes User Intent Each OEM controls its own Android-based OS layer: These interfaces define how and when users interact with recommendations. On MIUI, users are heavily accustomed to system-level suggestions and app discovery modules. On One UI, recommendations are more conservative and often perceived as utility-driven. On HiOS/XOS, first-time smartphone users interact with the device very differently — often accepting recommendations with lower initial friction but less long-term intent. The result:The same placement triggers different psychological responses. 2. Device Demographics Change Everything OEMs dominate different price segments and regions: This directly impacts retention and monetization. A fintech app may see strong D1 installs on Transsion but weaker LTV.A productivity app may underperform on budget devices but overperform on Samsung.A casual game may scale aggressively on Xiaomi but struggle with churn on Vivo. Same format. Different audience economics. 3. User Maturity and App Discovery Behavior OEM ecosystems attract users at different stages of mobile maturity: This affects not just installs, but post-install behavior: OEM traffic is “clean”, but clean does not mean uniform. 4. Retention Is a Function of Context, Not Just Acquisition Many UA teams evaluate OEM performance primarily on CPI and D1.This is where misinterpretation happens. On some OEMs, preloads deliver: On others, installs are slower, but retention curves stabilize earlier. Without OEM-level segmentation, these differences get averaged out — leading to false conclusions like “OEM retention is weak” or “OEM traffic scales badly”. The issue is not OEM traffic.The issue is treating fundamentally different ecosystems as one channel. How UA Teams Should Work With OEM Traffic in 2025 For advertisers and UA managers, the takeaway is clear: OEM traffic is not a channel. It is a collection of ecosystems. That changes how OEM should be planned, tested, and scaled. Practical implications: Teams that treat Xiaomi, Vivo, Samsung, and Transsion as interchangeable sources inevitably hit performance ceilings. Teams that respect OEM differences unlock predictable scale and better long-term value. Conclusion OEM advertising is one of the most powerful growth levers in mobile today but only when approached with ecosystem-level thinking. A preload is never just a preload. It is an interaction shaped by OS design, device economics, regional behavior, and user maturity. For advertisers and UA managers in 2025, the real competitive advantage is not buying OEM traffic, but understanding which OEM ecosystem you are actually buying into. That’s where quality — not just volume — is determined.

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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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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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21.10.2025

Why Consumer Spending on Mobile Apps Hit $150B in 2024: A Brand’s Take on Sensor Tower’s Latest Findings

As mobile usage deepens across global markets, spending habits are shifting users are investing more money even when they install fewer apps. Our brand closely tracks these trends, and Sensor Tower’s State of Mobile 2025 reveals that consumer spending on in-app purchases, subscriptions, and premium apps hit $150 billion in 2024, a 13 % year-over-year increase marking a pivotal moment in mobile monetization. Sensor Tower’s State of Mobile 2025 report delivers a clear message: mobile monetization continues to strengthen even as growth in downloads and time spent decelerates. Downloads across iOS and Google Play were essentially flat at 136 billion, and total hours spent rose to 4.2 trillion (+5.8% YoY). Yet despite this moderation in engagement growth, consumer spending surged.  What’s powering this disconnect between usage and spending? The answer lies in non-gaming apps, subscription models, and emerging verticals like AI. Non-games saw a +23% YoY increase in revenue, far outpacing the +4% rebound in gaming. Within non-games, film & TV streaming and social media led the charge with $11.9 billion and $11.7 billion in spend, respectively. Perhaps most striking is the rise of AI-powered apps. Spending in this subgenre soared to nearly $1.1 billion, a 200% YoY increase. Users spent ~7.7 billion hours in AI apps, and “AI” apps were downloaded 17 billion times. These shifts reflect a deeper trend: users now expect intelligence, utility, and integration from the apps they pay for. Regionally, the U.S. remained the dominant spender with $52 billion in IAP revenue, growing by 16%. Europe outpaced global averages, posting ~24% growth in app spending. But it’s not just the usual markets driving momentum Sensor Tower flags retail as a competitive battleground, with global brands like Temu and SHEIN pushing into mobile commerce and influencing app spend trends. For us as a brand, these insights reshape our priorities. The growth isn’t coming from acquiring more users that game is saturated. The real upside lies in monetization, retention, and strategic vertical plays. Investing in subscription models, AI features, and vertical monetization (e.g. streaming, social, commerce) offers more upside than chasing downloads alone. Moreover, experimenting with premium tiers, hybrid models (freemium + paid), and personalized upsells becomes vital. As the mobile landscape matures, so must our approach. The numbers from Sensor Tower reinforce what many of us already sense: the war for attention hasn’t ended, but the battlefield has shifted. Brands that lean into monetization, not just user growth will emerge as winners in 2025 and beyond.

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