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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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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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