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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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24.03.2026

The “Third Pillar” of App Growth: How UA Teams Integrate OEM Channels with Social and Search

For years, the mobile user acquisition playbook was simple. Growth teams relied heavily on two dominant channels: social advertising and search-based discovery. Platforms like Meta, TikTok, and Google Ads formed the foundation of most acquisition strategies. However, as competition increases and auction prices rise, UA teams are looking for more sustainable ways to scale installs. That is where OEM advertising enters the picture. Increasingly, mobile marketers describe OEM traffic as the third pillar of app growth, complementing social and search rather than replacing them. The reason is straightforward. OEM channels allow advertisers to reach users directly within the device ecosystem, through native placements that exist outside the crowded advertising auctions. For UA teams aiming to scale globally, integrating OEM inventory into the media mix has become one of the most effective ways to diversify acquisition and stabilize performance. Why the Traditional UA Model Is Under Pressure Search and social networks still dominate mobile acquisition, but the economics of these channels are changing. As more advertisers compete for the same audiences, cost per install (CPI) and cost per action (CPA) continue to rise. Growth teams frequently face a familiar pattern. Performance improves initially, but once budgets scale, efficiency begins to decline. Another challenge is auction saturation. Social and search platforms operate in highly competitive bidding environments. As more brands target the same users, the cost of winning impressions increases. OEM advertising approaches the problem differently. Instead of competing in the same auctions, OEM ads appear inside the native interface of the smartphone itself. These placements include app store recommendations, device setup prompts, system notifications, and pre-installed application environments. Because these placements exist outside traditional ad networks, they provide UA teams with access to less saturated inventory and new discovery moments. What Makes OEM the Third Pillar Calling OEM the third pillar of mobile growth reflects the unique role it plays in the user journey. Social and search typically operate at different stages of discovery. Search captures users who already have intent. When someone types a query in an app store or search engine, they are actively looking for a solution. Social channels operate earlier in the funnel. They generate interest and awareness through feeds and content discovery. OEM ecosystems introduce a third dynamic. They reach users directly at the device level, often during moments when people explore their phone, install apps, or interact with system recommendations. Because these placements are integrated into the phone’s environment, they feel more like native discovery rather than traditional advertising. In practical terms, OEM traffic sits between awareness and search. It exposes users to apps before they begin actively searching in app stores. How UA Teams Build a Three-Channel Media Mix A modern mobile acquisition strategy typically combines three complementary channels. Search for High-Intent Demand Search campaigns capture users who already know what they want. App store search ads and paid keywords often deliver strong conversion rates because the audience is already evaluating solutions. Social for Scale and Audience Expansion Social platforms generate broad reach. They help introduce apps to new audiences through targeted creative formats, video ads, and algorithmic discovery. OEM for Native Discovery OEM inventory adds a third layer. Ads appear in environments such as: Because these placements are embedded in the device experience, they often deliver high engagement and conversion efficiency. In some campaigns, install rates from OEM placements significantly exceed those of traditional display ads. Why OEM Improves the Overall UA Ecosystem Integrating OEM into the acquisition mix does more than just increase install volume. It also improves the resilience of the growth strategy. First, OEM channels reduce dependence on a single platform. When UA teams rely entirely on social or search, any algorithm change or price fluctuation can disrupt performance. Diversifying into OEM ecosystems helps stabilize acquisition costs. Second, OEM placements reach users at moments when they are naturally exploring apps. That context often produces higher engagement and stronger retention, since users discover apps through system-native recommendations rather than interruptive ads. Third, OEM inventory opens access to regions where Android manufacturers dominate the market. In many emerging markets, users interact heavily with manufacturer app stores and device recommendations, which creates additional acquisition opportunities. How UA Teams Should Structure the “Third Pillar” To integrate OEM successfully, UA teams typically follow a staged approach. First, they treat OEM as a parallel acquisition channel, not just an experimental test. That means allocating a dedicated share of the UA budget to OEM partners. Second, they analyze device market share by region. Different OEM ecosystems dominate different markets. Xiaomi, Samsung, vivo, and Transsion each provide access to distinct user bases. Third, they measure performance beyond installs. OEM campaigns are often evaluated using metrics such as: These metrics help determine how OEM traffic contributes to the broader growth strategy. Why the Third Pillar Strategy Is Becoming Standard Mobile marketing is gradually shifting from a two-channel model to a three-channel model. Social and search still form the foundation of most UA strategies, but OEM ecosystems are increasingly recognized as a strategic complement. As competition continues to intensify across mainstream platforms, UA teams are searching for stable, scalable, and efficient traffic sources. OEM advertising fits that role because it provides direct access to users within the smartphone environment itself. For growth teams planning their acquisition strategies for 2026 and beyond, the question is no longer whether OEM should be included. The real question is how to structure OEM as the third pillar of a balanced mobile user acquisition strategy.

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17.03.2026

OEM Reach by Region: Why Device Ecosystems Are Becoming a Major UA Channel Beyond Google Play

The mobile advertising landscape is gradually shifting from store-centric discovery to device-level ecosystems. For years, most user acquisition strategies revolved around Google Play and a small number of large ad networks. However, the rapid growth of OEM ecosystems across emerging markets is changing this model. In many regions, the majority of Android users interact with manufacturer-controlled surfaces such as device app stores, system recommendations and native discovery placements. Recent industry research shows just how significant this shift has become. OEM ecosystems already reach over 1.8 billion daily active Android users globally, giving advertisers access to a large share of the Android device base through manufacturer partnerships. For UA teams that want to scale efficiently, this expanding reach means one thing: OEM traffic is no longer a niche channel but a major growth lever outside of Google Play. Why OEM Ecosystems Dominate in Emerging Markets Device manufacturers have become powerful distribution platforms because they control the first touchpoints users see on their phones. Instead of relying exclusively on the Play Store, users often discover apps through: This type of on-device discovery often happens earlier in the user journey than traditional app store browsing. Because of that, OEM ecosystems have gained enormous reach in several high-growth mobile markets. Industry data highlights the scale of this reach: These numbers illustrate an important reality. In many high-growth regions, OEM ecosystems represent the primary gateway to mobile users, sometimes even more important than traditional app stores. The OEM Landscape: Who Controls the Devices Understanding regional vendor dominance is essential for building an effective OEM user acquisition strategy. In Africa, the market is heavily influenced by the Transsion ecosystem, which includes the brands TECNO, Infinix and itel. These brands have historically held a major share of smartphone shipments on the continent, far ahead of most competitors. In Southeast Asia, the competitive landscape includes Samsung, Xiaomi, Transsion, OPPO and vivo, all competing for device market share. Recent shipment data shows Samsung and Xiaomi among the leading vendors, with Transsion rapidly gaining ground. Each vendor operates its own ecosystem that includes: For mobile advertisers, this means OEM traffic is fragmented across several large ecosystems, each with its own reach and regional strength. Why OEM Traffic Unlocks New Scaling Opportunities The growing penetration of OEM ecosystems creates several advantages for UA teams looking to scale mobile app installs. First, OEM channels provide access to audiences outside the traditional advertising auction environment. Many placements exist at the device level and therefore experience less competition compared with large social networks. Second, OEM ecosystems offer native discovery moments. When users encounter apps through system folders or device recommendations, the interaction often feels less intrusive than a typical in-feed advertisement. Third, OEM inventory allows advertisers to reach users in markets where Google Play is not always the primary discovery mechanism. In regions such as Africa, India and Southeast Asia, users frequently interact with manufacturer-specific app stores and recommendation surfaces. Together, these factors make OEM ecosystems an increasingly important component of mobile growth strategies for Android apps. How UA Teams Should Adapt Their Strategy As OEM reach continues to expand, user acquisition teams need to rethink how they structure Android growth. A modern UA strategy should include: Diversifying traffic sources Instead of relying only on Google Play campaigns, marketers should combine Play Store acquisition with OEM inventory from vendors such as Samsung, Xiaomi, vivo and Transsion. Mapping device market share by region UA planning should align with local device penetration. For example, campaigns in Africa might prioritize Transsion inventory, while Southeast Asia may require a mix of Samsung, Xiaomi and other vendors. Optimizing for early engagement events Because OEM placements often drive discovery earlier in the device lifecycle, it becomes important to optimize toward Day-0 and Day-1 events, not just installs. What This Means for Mobile Growth in 2026 The rise of OEM ecosystems signals a broader change in how Android users discover apps. Instead of a single centralized store controlling the majority of distribution, discovery is gradually shifting toward a multi-ecosystem environment that includes device manufacturers, alternative stores and system-level recommendation engines. For UA teams, this creates both complexity and opportunity. Those who understand regional OEM penetration and device-level discovery behavior will gain access to massive audiences that are often underutilized by competitors. In practical terms, the takeaway is simple. Scaling Android growth in 2026 will require looking beyond Google Play and embracing the expanding reach of OEM ecosystems across emerging mobile markets.

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27.02.2026

Android Growth Without Google Play Dominance: A UA Playbook for OEM-First Markets

Most Android growth strategies are built around one silent assumption: Google Play is the main discovery layer. Campaign structures, store optimization, and even attribution logic are often designed with a Play-first mindset. That model works well in many regions, but it breaks in others. In OEM-first markets, Google Play is not the primary place where users discover apps. Sometimes it is not the main store at all. For UA teams operating in these environments, sustainable growth requires a different approach. When Google Play Is No Longer the Center of Gravity In OEM-first markets, user behavior does not follow the classic Android playbook. Discovery happens through: Google Play is still present, but it does not dominate attention. Users may install apps without actively browsing Play or may treat it as a secondary confirmation step rather than a starting point. UA teams that assume Google Play is always the entry point quickly run into friction. Performance looks inconsistent, cohorts behave unexpectedly, and optimization becomes harder to explain. Why Play-First Assumptions Start to Fail Play-first strategies are built on search and comparison. OEM-first ecosystems are built on guidance and context. Users are shown apps before they actively look for them. When UA teams optimize messaging, creatives, and store pages for search-driven behavior, they miss the moment where choice actually happens. This mismatch leads to: The issue is not execution quality. It is a strategy designed for the wrong discovery layer. Alternative Stores Are Not Mirrors One of the most common mistakes in OEM-first markets is treating alternative app stores as copies of Google Play. In reality: When OEM stores are optimized as afterthoughts, organic and system-driven traffic underperforms. When they are treated as primary surfaces, performance stabilizes. Store parity feels efficient. Contextual optimization works better. What Breaks First in Measurement and Budgeting Play-first measurement assumes one dominant endpoint. OEM-first markets fragment that assumption. Installs are distributed across: Without store-level segmentation, performance data becomes noisy. Strong OEM sources look weaker than they are, while familiar channels receive more budget simply because they are easier to interpret. Over time, this leads to distorted budget allocation and missed growth opportunities.  Redefining the Primary Discovery Layer The most important shift for UA teams is conceptual. Instead of asking where installs land, teams need to ask where discovery starts: Once that consideration changes, strategy becomes clearer. Google Play stops being the default anchor and becomes one of several meaningful endpoints. Designing Store Strategy Instead of Store Parity OEM-first growth requires intentional differentiation. That means: This adds operational overhead, but it also unlocks relevance. Apps that feel native to OEM environments convert better and scale more predictably. Where Paid and Organic Growth Start Reinforcing Each Other In OEM-first markets, paid and organic growth are closely connected. Paid OEM traffic helps: Once those signals are established, organic placements often follow. UA teams that separate paid and organic thinking miss this feedback loop. Teams that align them benefit from compounding effects. Budgeting for Ecosystems, Not for Familiarity Effective budget allocation in OEM-first markets requires a mindset shift. Instead of defaulting to global benchmarks, teams need to: This reframes UA planning from channel-centric to ecosystem-centric. Operating Without a Single Control Point OEM-first markets feel fragmented by design. There are fewer universal rules, more operational complexity, and less predictability compared to Play-dominated regions. At the same time, there is less saturation, more distribution leverage, and more room for differentiated growth. UA teams that accept this reality build resilience. Teams that fight it spend resources trying to recreate a Play-first environment that does not exist locally. What OEM-First Markets Teach About Android Growth Android growth is not uniform. In markets where Google Play does not dominate discovery, success depends on understanding device ecosystems rather than forcing global assumptions. UA teams that adapt early stop chasing familiar patterns and start building strategies that reflect how users actually discover apps. In 2026, strong Android growth strategies will not be defined by loyalty to a single store. They will be defined by the ability to grow across ecosystems, even when Google Play is no longer in charge. That is the real advantage of thinking OEM-first.

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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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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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