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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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24.10.2025

TOP OEM Advertising Companies in 2025: A Brand-Level Perspective

As a mobile brand navigating the evolving landscape of user acquisition, we see OEM advertising rising from niche tactic to foundational channel. In 2025, a handful of OEM ad platforms are leading the charge: Xiaomi’s Mi Ads, Huawei’s Petal Ads, OPPO’s HeyTap Ads, Vivo Ads, and Transsion’s network among them. Understanding their strengths, reach, and placements is critical to making OEM a core part of our growth stack. In recent years, OEM advertising placing ads natively within device ecosystems at the manufacturer level has gained momentum as global app markets saturate and conventional channels turn costly and competitive. As described in Business of Apps’ “Top OEM Advertising Companies (2025)”, OEM platforms now offer massive reach, deep device-level placement, and lower friction for users. The rise is reinforced by publishers and platforms positioning OEM inventory as a strategic growth injection. Based on multiple industry sources, the leading OEM advertising companies that brands should prioritize in 2025 are: There are a few common strengths that elevate these OEM platforms: However, OEM advertising is not a panacea. Key challenges include: From our vantage as a brand, the imperative is clear: OEM advertising in 2025 is not experimental, it is a strategic frontier. By building a diversified acquisition stack that includes Xiaomi, Huawei, OPPO, Vivo, and Transsion OEM channels, we hedge dependency on saturated networks and gain access to native, high-intent surfaces. Brands that systematically test, measure, and iterate OEM campaigns will convert early mover advantages into sustainable gains. OEM may not yet dominate every market, but in many regions, it is already among the top channels. As more advertisers adopt OEM, those of us already in that space will gain compounding scale and intelligence. For 2025 and beyond, OEM advertising isn’t just part of the media mix, it’s a pillar of growth strategy.

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17.10.2025

OPPO Ads 2025: Scaling Up the Device-Level Advertising Ecosystem

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.

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14.10.2025

Key traffic channels in mobile eCommerce 2025: Why OEM is rising

As a brand operating in mobile commerce, we recognize that in 2025, mastering traffic acquisition channels is not just about volume, it’s about precision, diversification, and leveraging new frontiers. Below is our expert-driven perspective, grounded in industry data, on which channels are working in mobile eCommerce today and why OEM advertising is emerging as a strategic pillar. The mobile commerce imperative Smartphones now drive the majority of online retail activity: mobile commerce is projected to account for 59% of total e-commerce sales in 2025. Mobile traffic as a share of website sessions already exceeds 60%, and for eCommerce, mobile can reach over 70%. In other words, mobile is not the “channel of the future” it is the channel of right now. As a mobile-first brand, we focus on traffic channels that not only bring users but bring the right users, those who convert, retain, and deliver lifetime value. In 2025, that means optimizing across a multi-channel portfolio: search, social commerce, marketplaces, app engagement, affiliate/partner traffic and increasingly, OEM advertising. What channels are performing in 2025? Some metrics are striking: OEM stores are projected to represent 25% of global app downloads in 2025, and in certain regions like Eastern Europe and MENA, OEM marketplaces may reach 40%. Brands are increasingly exploring OEM as part of their UA mix not to replace existing channels but to diversify and hedge risk. OEM advertising also presents benefits in privacy alignment, lower friction, and access to users less saturated with standard network ads. Climax: Why OEM matters and when It beats the usual suspects The tension in 2025 is this: traditional channels (search, social, marketplace) are saturated, bidding costs are inflating, and performance ceilings are emerging. In that environment, OEM advertising offers an alternate frontier. It’s not a silver bullet, but it has unique advantages: But to succeed, brands must calibrate: When done right, OEM advertising can shift from “experimental” to “core channel” status in high-growth mobile commerce stacks. Resolution: A balanced, future-forward traffic strategy In 2025, mobile eCommerce traffic is no longer won by chasing scale alone. It’s about building a balanced acquisition ecosystem that combines proven channels with emerging ones. Search, social commerce, marketplaces, app engagement, and partnerships remain essential but as competition intensifies, brands must adopt OEM advertising as a strategic pillar to diversify, optimize, and sustain growth. As we continue scaling and refining our traffic mix, OEM channels will not be an afterthought they will be a foundational element in future-proof mobile commerce strategies.

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07.10.2025

Lock Screen=First Contact: What Samsung’s U.S. launch of Glance AI means for OEM funnels

The lock screen just graduated from wallpaper to media surface. In June 2025, Samsung and Glance rolled out Glance AI in the U.S., bringing a generative-AI shopping and styling experience delivered from the lock screen and the Galaxy Store to recent Galaxy devices. For advertisers, this is a new “first-contact” moment inside the OEM funnel: before app store browse, before social feed, and only one tap away from action. What actually launched (and where it shows up) Samsung’s U.S. partnership introduces Glance AI as an optional Galaxy Store experience that can surface AI-curated looks, try-ons, and shoppable recommendations directly on the lock screen. Coverage targets recent models (S22–S25 series) with a phased rollout; early reporting highlighted opt-in install prompts and region-specific behavior. Several outlets emphasized generative image features (selfie → outfit mockup), while noting that ad implementations vary by market. One report cited “50M+” potential Samsung users for Glance’s U.S. experience. Another detailed that Glance is investing $200M and tapping Google’s Gemini and Imagen under the hood. Why “first contact” on the lock screen matters to OEM funnels Lock screen inventory flips the sequence of discovery: users see personalized, visual suggestions before they enter a store or a feed. That compresses the path from impression → intent → install/open, a dynamic OEM buyers already exploit in setup (OOBE) and app-store browse. With Glance AI now present on U.S. Galaxy phones, the lock screen becomes the earliest high-attention touchpoint in the Samsung funnel, closer to device-setup intent than typical in-app display. Glance’s own documentation frames the lock screen and feed as full-screen canvases designed for performance as well as content. What you can buy today and how to route spend There are two complementary paths: Creative that works on a glance Design for single-glance comprehension and one-tap payoff. Lead with the outcome (“Try this look,” “Scan & save 10 minutes,” “Get 20% off today”), use 5–10s motion or cinemagraphs, and keep calls-to-action consistent with the unlock state. For try-on/AI visuals, mirror Galaxy UI conventions so the transition to app or web feels native. Then deep link the tap to the exact state you promised (cart prefill, product detail, trial start) – your strongest predictor of D1/D7 retention. (Glance AI’s launch coverage shows shoppers can “try on outfits” and buy from lock screen; align your landing precisely to that moment.) Measurement, privacy, and brand safety Instrument post-install events (first open, onboarding complete, add-to-cart/purchase) to your MMP and to the buying platform to optimize toward CPE/CPO/D7 ROAS rather than CPI. Expect minor timing deltas across partners (engagement-time vs. open-time attribution). For verification, align with OM SDK measurement across your app placements; for lock screen inventory obtained via Glance/InMobi, confirm supported verification flows and run PMPs with brand-safety controls during initial tests. (Industry guidance underscores OM SDK as the standard for consistent in-app viewability and verification.) U.S. vs. India: policy and UX differ, plan accordingly In India and other Glance-at-scale markets, the lock screen does include advertising alongside content. U.S. coverage emphasizes optional enablement via Galaxy Store and AI shopping features; reporting at launch noted that ad behavior may differ by region and evolve over time. The practical takeaway for media planners: localize assumptions by market and keep an eye on policy updates as Samsung and Glance iterate. KPIs and guardrails for your first quarter Track Cost per Engaged Open (CPEO) and CPO (task completion), D1/D7 retention, uninstall rate, and D7 ROAS. Cap frequency tightly on lock-screen surfaces; over-exposure hurts perceived value. Use geo holdouts to quantify incrementality vs. your in-app baseline. If you sell catalog SKUs, pair lock-screen bursts with store-page optimization (local titles, short descriptions, outcome-first screenshots) and synchronize promotions with inventory and shipping windows. Bottom line Samsung’s U.S. rollout of Glance AI turns the lock screen into the top of the OEM funnel, a new, high-attention entry point that can shorten time-to-value when your creative and landing are aligned. Start with managed/PMP buys through Glance/InMobi, enforce value-based optimization and OM-verified measurement, and localize your policy assumptions by market. Used well, lock-screen “first contact” doesn’t just add reach; it compounds conversion efficiency across the rest of your on-device mix.

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26.09.2025

The advertiser’s Guide to On-Device Buying: OEMAD and Top OEM aggregators you should know

“On-device” inventory – preloads, setup flows (OOBE), OEM app stores, native system placements, and lock-screen experiences, lets brands meet Android users when they’re already primed to install or act. The good news for advertisers is you don’t need dozens of one-off OEM deals anymore. A new crop of aggregators packages this supply with optimization, measurement, and brand-safety guardrails. Below is a practical buyer’s guide that puts OEMAD alongside other major routes: Digital Turbine, Unity Aura, Moloco, Xiaomi, Huawei Petal Ads, Glance (InMobi), plus multi-OEM specialists like AVOW and Appnext and shows how to fold them into your 2025–26 media plan. Why on-device is surging, and why aggregators matter OEM rails capture store-level intent: users are installing apps during unboxing or browsing an OEM store, which shortens the path impression –  install – first open and typically improves early retention versus generic in-app display. The ecosystem has matured: Digital Turbine’s latest quarter showed revenue up 11% YoY with On-Device Solutions the growth engine, a public signal that supply and demand are both scaling. Unity’s Aura product markets integration on 2B+ devices and ~450M MAU, bringing OOBE and lifecycle touchpoints under one roof. Aggregators turn these rails into a single buying workflow with predictable pacing, billing, and measurement. The main aggregator routes (and what each is best for) OEMAD (orchestration layer) Use OEMAD as your central switchboard: one brief, harmonized naming/UTMs, and unified post-install event schema across OEM partners. OEMAD’s role is to standardize value-based objectives (CPE/CPO/D7 ROAS), normalize attribution windows with your MMP, and automate creative/placement hygiene (frequency, deep-link consistency). (Internal orchestration description; pair with the routes below for supply.) Digital Turbine (preloads, setup, discovery) Digital Turbine aggregates preloads, app selection during setup, and OEM/carrier discovery moments—great for utilities, fintech onboarding, and casual titles where first value happens fast. Use CPE/CPO or D7 ROAS and compare country-level revenue-per-device as you scale. Public prints (Q1 FY26) confirm momentum and improving profitability, useful as a proxy for stable, investable supply. Unity Aura (device-lifecycle touchpoints via telco/OEM partners) Aura from Unity reaches users at “hello” (unboxing) and through lifecycle prompts, positioned to drive installs, cross-sell, and re-engagement. Unity cites 2B+ integrated devices, ~450M MAU, and positioning around peak install intent in the first 48 hours post-setup—ideal for value-based buying when you want intent moments without stitching carrier/OEM contracts yourself. Moloco ↔ Xiaomi (programmatic access to GetApps, system native, lock screen) In June 2025, Moloco and Xiaomi announced a global partnership: programmatic access to GetApps (Xiaomi’s overseas app store), in-app/native, and lock-screen inventory. Treat GetApps like a conversion-optimized landing path and keep routing consistent—Xiaomi’s manual lets you choose the install channel: GetApps or Google Play, which helps reduce drop-off by matching user preference. Start with PMPs for control, then open to oRTB once ROAS stabilizes. Huawei Petal Ads (AppGallery search + display and wider Huawei surfaces) Petal Ads offers searchable AppGallery placements (plus broader Huawei ecosystem inventory). If you’re consolidating OEM buys, you can run Petal direct or route it through partners in your stack; either way, align creative to store intent and map SKUs to localized product pages. Glance (InMobi) lock-screen feed Glance packages a high-reach, native lock-screen surface built with leading Android OEMs—an app-less moment before unlock. Use simple, visual hooks and deep links that “resume task” on open; Glance supports performance objectives and brand KPIs, with day-parting and frequency controls. Multi-OEM specialists: AVOW and Appnext AVOW aggregates alternative app stores and OEM placements across regions (they cite 1.5B+ monthly active users across OEM platforms), useful if you want managed service across multiple vendors. Appnext publishes OEM playbooks and runs discovery experiences across several ecosystems—handy for pairing ASO-style store work with paid bursts. Buying strategy: turn “OEM” into a value-based lane, not a one-off test Start with two Tier-1 markets per OEM (e.g., India/SEA for Xiaomi; MENA/EU pockets for Huawei) and launch three lines: setup/preload aggregator (Digital Turbine or Aura), OEM store/programmatic (Moloco↔Xiaomi or Petal Ads), and lock-screen (Glance). Standardize creative on “promise → payoff in one tap” and deep-link the first open to the advertised task (scan, book, play, KYC). For Xiaomi, pick the promotion channel (GetApps vs Play) that best matches your user base and measurement plan. Let OEMAD orchestrate pacing, frequency, and naming so downstream reporting stays comparable. Measure like a realist: send post-install events (first open, onboarding complete, purchase/KYC, level complete) to your MMP and the buying platform so algorithms can optimize to CPE/CPO/D7 ROAS instead of CPI. Normalize attribution windows across SRNs, DSPs, and OEM channels; expect some timing deltas by partner. Keep geo/PSA holdouts to prove incrementality—OEM store paths often show lower uninstall and stronger D1/D7, but you should validate in your own data. Creative and landing rules that reliably lift ROAS Mirror store/system UI in ad design to reduce cognitive friction; use five-to-ten-second demos and outcome-first copy (“Scan a document in 3 seconds,” “Open an account in minutes”). Maintain strict frequency on lock-screen and system surfaces. For store placements, treat product pages like conversion landers with localized titles, short descriptions, and updated screenshots; pair paid bursts with store featuring programs where available to compound rank. Xiaomi’s buyer docs explicitly support store-specific routing, which helps keep the journey consistent. Bottom line On-device media has graduated from “experimental” to strategic. With Digital Turbine and Unity Aura for setup-and-lifecycle intent, Moloco↔Xiaomi and Petal Ads for store-level demand, Glance for lock-screen reach, and AVOW/Appnext for multi-OEM coverage, advertisers can now buy OEM surfaces the same way they buy any scaled channel: value-based, measurable, and brand-safe. Put OEMAD in the middle as your orchestration layer, standardize events and windows, and hold every line to incremental CPO and D7 ROAS. The reward is exactly what on-device is known for: shorter paths to value, stronger early retention, and steadier unit economics across Android growth.

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23.09.2025

V-Appstore expanded to 16 more countries: How to rethink OEM geo priorities

Vivo quietly widened the reach of its Android storefront this summer: V-Appstore expanded to 16 additional countries/regions on June 19, 2025. For growth teams, that’s not a footnote it shifts where on-device/OEM budgets can scale with store-level intent and native featuring. When an OEM store grows, it doesn’t just add inventory; it concentrates high-intent discovery (browse, search, and editorial featuring) inside a closed loop that converts faster than generic in-app display. With V-Appstore now live in more markets and with a free “V-Star” featuring program and standard AppsFlyer integration, early movers can capture cheaper installs and stronger D1/D7 before auctions crowd in. What changed and why It matters for UA The official developer communications confirm the June expansion, positioning V-Appstore as a parallel distribution rail on vivo devices worldwide. Practically, this means more store-adjacent placements where users are already in “install mode,” plus new chances to stack paid bursts with editorial featuring to compound rank and retention. For teams that buy to value (CPE/CPO, D7 ROAS) instead of CPI alone, OEM stores tend to deliver cleaner first sessions because the path from ad → store → install → open is short, consistent, and expectation-matched. Where to point budgets first Prioritize India and big SEA markets where vivo’s footprint is strongest and Android growth remains healthy. Recent market reads show India rebounding in Q2’25, with multiple trackers noting vivo at or near the top of brand share; that mix supports value-based bidding on store inventory. In Southeast Asia (Indonesia, Vietnam, Thailand, Philippines, Malaysia), vivo maintains meaningful share and user familiarity with OEM stores, fertile ground for store browse/search and featuring. If you buy LATAM or EMEA, phase in country-by-country pilots where Android price bands are dominant and vivo penetration is material, then scale only where D7 ROAS holds. How to adapt your OEM Playbook Treat V-Appstore product pages like conversion-optimized landers: localize title and short description, lead with outcome-first screenshots, and keep a 6–10-second looped demo aligned to your ad promise. Submit to V-Star to line up free featuring, then time your paid bursts to the featuring window to stack ranking signals. Configure vivo Ads as an integrated partner in AppsFlyer so paid, featured, and organic store flows attribute cleanly; pass post-install events (onboarding complete, first purchase) to benchmark D1/D7 against your in-app baseline. Keep deep links set to “resume task” so first opens land on the exact action you advertised: scan, book, play, top-up, which is the strongest leading indicator for retention in store-adjacent channels. Measurement and Guardrails In new V-Appstore geos, prove incrementality before full rollout: run geo holdouts versus your incumbent in-app mix and compare incremental new users and incremental ARPU rather than last-touch. Expect lower variance in cost per engaged open versus broad display when you stay inside store browse/search. As you scale, track uninstall rate alongside D1/D7: OEM store paths usually reduce “what is this?” opens, but you should demote markets or surfaces that lift CPI without improving stickiness. (AppsFlyer’s standard partner setup for vivo Ads covers view-through windows and postback mapping; use it to keep cohorts clean.) Bottom line The 16-country V-Appstore expansion makes OEM stores a first-class lane for Android growth, not a side experiment. Lead with India and major SEA, buy to CPE/CPO or D7 ROAS, stack V-Star featuring with paid bursts, and measure incrementality, you’ll capture store-level intent while the channel is still underpriced. Teams that reweight their geo plan now will bank both cheaper installs and better retention curves as OEM distribution becomes a larger slice of Android UA.

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19.09.2025

OEM Advertising as a Hedge Against Saturated Channels: Why OEMAD & Major Aggregators Matter

As CPIs climb, auctions tighten, and performance signals blur across major channels, many app marketers are turning to OEM advertising to diversify risk. On-device inventory preloads, setup flows (OOBE), OEM app store placements, native system surfaces, lock-screen experiences; provides earlier, higher-intent touchpoints. Tools like OEMAD, Digital Turbine, Unity Aura, Moloco↔Xiaomi, Huawei’s Petal Ads, Glance, AVOW, and Appnext are making OEM traffic easier to buy, measure, and scale in 2025-26. Why OEM Advertising Offers a Real Hedge OEM sources reach users at natural, high-engagement moments: setting up a new device, browsing built-in app stores, or interacting with system surfaces. Because the user is already “closer” to installing or opening an app, the path from impression → install → first open tends to be shorter and cleaner, often improving early retention compared to generic feed-based display. OEMAD reports that all their traffic comes from real device environments across Xiaomi, Transsion, Oppo, Vivo, Huawei, and Samsung. Their machine-learning platform optimizes in real time for in-app events, ensuring advertisers aren’t just paying for installs but for quality engagement.  Supply is growing. Digital Turbine’s latest calculations show “On-Device Solutions” (preloads, setup discovery) as a major growth vertical. Unity Aura claims integration on over 2 billion devices. Moloco’s deal with Xiaomi actively opens up store-adjacent and lock-screen supply. OEMAD provides “one window” to access a broad set of OEM sources with event-based optimization. These trends together make OEM channels a credible hedge to saturation elsewhere. Spotlight on OEMAD: What Differentiates Them OEMAD is a specialized aggregator for OEM traffic. Key features that make them worth considering: Because of these, OEMAD can act both as a “first contact” solution like OEM store discovery, and as part of a performance mix where quality (retention, post-install events) matters, not just raw install volume. How to Mix OEMAD & Other Aggregators into a UA Strategy Here are tactical suggestions for using OEMAD alongside other OEM supply aggregators to hedge saturation: 1) Define value KPIs beyond CPI. Use KPIs like CPE (cost per engaged open), CPO (key in-app action), or D7 ROAS. OEMAD supports optimizing toward these event-based goals; similarly check that Digital Turbine, Unity Aura, etc., can feed post-install and engagement events. This helps avoid buying cheap installs that drop off. 2) Deploy multi-line campaigns. For each target geography, run parallel lines: Compare performance for each line (install, retention, payback) to see which works best per geo and vertical. 3) Monitor supply & price pressure. As OEM traffic becomes more popular, expect inventory in premium OEM placements or exclusives (OEMAD.UNIQUE etc.) to experience rising cost. That’s exactly why OEMAD’s real-time ML optimization helps maintain ROAS when costs move. Also keep an eye on CPMs/OCPMs across OEM vs feed channels to see where saturation starts impacting margins. 4) Measurement & transparency. 5) Creative & UX alignment. Creative that works in OEM contexts tends to be simpler, more trust-driven, outcome-oriented. For example, use native-style layouts, match store or system themes, deep-link to the promised “task” (registration, trial, purchase). OEMAD’s creatives often benefit from matching the OEM’s visual standards, users trust system surfaces more. Also consider localizing store metadata, screenshots, etc., especially for OEM stores or browse surfaces. Risks & Things to Watch OEM advertising is more than just a fallback; it’s a powerful hedge when traditional UA channels saturate. Aggregators like OEMAD bring real value, simplified operations, ML-powered optimization, source transparency, and scale across OEM ecosystems. When combined thoughtfully with other OEM supply sources (Digital Turbine, Unity Aura, Glance, etc.), OEM traffic can deliver shorter payback, higher retention, and improved margins. If your 2025 strategy leans heavily on social/search/display, adding OEM lines via OEMAD and peers isn’t optional, it’s essential for resilience and growth.

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