What is OEM?

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Original Equipment Manufacturers (OEM) are companies that manufacture their own phones in their own factories. OEM usually refers to brands such as Samsung, Huawei, Xiaomi, Oppo, and Vivo.

Original Equipment Manufacturers (OEMs) are companies that produce their own phones in their own factories. Commonly known brands like Samsung, Huawei, Xiaomi, Oppo, and Vivo are examples of OEMs.

OEM traffic sources are platforms that utilize traffic within the framework of Android devices. These platforms display ads in preinstalled software on these phones, such as Calendar, Weather, and Cleaning apps. The advantage here is that default apps installed by device manufacturers are seldom removed by users. Additionally, ads can be shown in third-party apps on behalf of the smartphone manufacturer. OEM sources offer unique touchpoints to engage users through browser start pages, notifications, in-app & app store banners.

Considering that Android devices constitute around 75% of the global market share, utilizing OEM sources enables access to potentially 3/4 of all global traffic. OEM sources exhibit a level of efficiency similar to organic traffic but also provide room for optimization and audience segmentation.

other words, OEM traffic sources are platforms that use traffic inside the shells of Android devices. Ads broadcast in the software preinstalled on these phones (Calendar, Weather, Cleaning, etc.). The awesome thing here is that apps installed by device manufacturers by default are rarely removed by users. Ads can also be shown in third-party apps but on behalf of the smartphone manufacturer. OEM sources give unique touchpoints to engage users via browser start pages, notifications, in-app & app store banners.

Taking into account that the share of Android devices in the global market is about 75%, you can potentially get 3/4 of all global traffic. OEM sources are close to organic traffic in terms of efficiency, but they also provide opportunities for optimization and audience segmentation.

Models of work

  • CPM — the most popular;
  • CPI — suited for brand ad campaigns;
  • CPA — also used.

OEM sources by GEO

  • Xiaomi — Tier 1, Europe, South Asia, Southeast Asia, Middle East, North Africa, Latin America;
  • Huawei — Latin America, Middle East, Africa, Europe, Asia-Pacific;
  • Oppo — India, Indonesia, Philippines, Thailand, Vietnam, Malaysia;
  • Vivo — India, Indonesia, Philippines, Thailand, Malaysia, Vietnam, Pakistan, Bangladesh;

Pros:

  1. Precise targeting options based on device model, GEO, age, gender, etc.
  2. OEM ads seamlessly integrate with the user experience, feeling native.
  3. Flexible placements that can be adjusted according to campaign needs.
  4. Full transparency in tracking and reporting.
  5. Strong brand campaigns are facilitated through OEM advertising.

Cons:

  1. Communication issues and challenges with managers, leading to start-stop traffic problems.
  2. Managers may prioritize clients differently, impacting campaign management and effectiveness.