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7 reasons to use mobile OEMs as a growth strategy in 2025


As consumer behavior evolves, marketers face a fundamental question: How can they effectively engage a mobile-savvy audience? The answer lies in the potential of original equipment manufacturers (OEM) for mobiles. Brands like Samsung, Xiaomi, Huawei, OPPO and Vivo are redefining the mobile marketing through their alternative app stores and targeted advertising platforms.

With nearly half of Android app store spend coming through OEM channels, leveraging these strategies has become essential for growth. Embracing mobile OEM advertising allows marketers to connect with consumers more effectively and transform their engagement strategies.

Mobile OEMs

Mobile OEMs are companies that produce smartphones and have developed their own app stores and advertising platforms, separate from mainstream options like Google Play. By the end of 2022, alternative app stores generated more than 39 billion dollars in revenue, illustrating the potential of the market.

The Spanish mobile panorama: The rise of Android and the dominance of the OEM

In September 2024, of the 42.2 million smartphone users in Spain, Android occupies a dominant position, with approximately 77.8% of all devices. Within this competitive landscape

  • Xiaomi leads the Android market with almost a 28.9% ofmarket share.
  • Samsung follows closely with and 27.6%.
  • OPPO has become the fourth largest mobile OEM, reflecting growing competition among manufacturers.

This change highlights the growing influence of OEMs in the Spanish market. For marketers, leveraging OEM advertising channels presents valuable opportunities to reach consumers through tailored platforms and alternative app stores.

Why OEMs Should Be on Your Radar as a Seller

The fragmentation of the app store ecosystem poses challenges, but also offers opportunities. Viorel Cojocari, Business Development Director of AVOWmobile OEM advertising specialist, explains: “Mobile OEMs are an untapped resource for marketers looking to diversify their growth strategies. “They provide cost-effective alternatives with massive global reach, especially in regions like Spain, where competition is lower but user engagement is high.”

Integrating mobile OEMs into your marketing strategy presents numerous advantages that can significantly improve your outreach and engagement efforts. Here are some compelling reasons to take it into account:

  1. Global reach: For brands looking to penetrate diverse markets around the world, mobile OEMs offer an unprecedented advantage. In Asia and other emerging markets, local OEM mobile app stores often outshine their global counterparts, providing an essential gateway for regional expansion. This trend is also accelerating in Spain and Latin America, where several mobile OEMs already have local alternative app stores and have expansion plans. This can be advertising in the launcher, in the app drawer, in native applications, etc.
  2. OEM Advertising Controls the Budget:Compared to other forms of mobile advertising, mobile OEM advertising offers a premium yet cost-effective alternative. Less competition translates into lower user acquisition costs, maximizing return on investment. Another advantage is that mobile OEMs default to a performance-based cost-per-install model, moving away from the traditional cost-per-click model.
  3. Brand safety and fraud-free traffic go hand in hand: With no additional layers between users and advertisers, mobile OEMs reduce the risk of fraud. As a result, advertisers find mobile OEMs a reliable channel and an efficient way to spend their budget.
  4. Extensive segmentation: In a business era defined by big data, precision in segmentation is paramount. With their extensive knowledge of user habits, mobile OEMs enable marketers to craft hyper-personalized campaigns for alternative app stores or the Google Play Store. This precision amplifies engagement and improves conversion rates. Additionally, advertisers also have the flexibility to select the download destination for display campaigns. As privacy regulations evolve, the advent of the Open Anonymous Device Identifier (OAID) ensures that advertisers can maintain their targeted approaches while upholding user privacy.
  5. Alternative App Store’s dynamic preloads keep users at their fingertips:Imagine a scenario where users turn on their new phone, as a device Xiaomi and the first recommended download is your application. The visibility and immediate user base offered by mobile OEM dynamic preloads is unmatched – it’s like having prime real estate in a bustling urban center. Additionally, with Google Play Auto Install (PAI), these preloads come directly from the Google Play Store, eliminating the need to distribute the app across multiple platforms and simplifying the process for developers while expanding their reach.
  6. OEMs are integrated with MMPs: The backbone of any successful campaign is its analytics capabilities, and integration with leading attribution platforms ensures marketers aren’t left in the dark. Every decision is backed by data, meaning campaigns evolve in real time, optimizing for maximum effectiveness.
  7. Monetization and freedom of choice: Diversification often comes with concerns stemming from complex deals. Accustomed to mainstream platform monetization strategies, app developers may view mobile OEMs with skepticism. In fact, the freedom of choice offered by mobile OEMs gives app developers the opportunity to choose their own payment solutions and determine how they would like to monetize. In this sense, starting to work with alternative application stores is easy. All you have to do is upload the app to the store, without the need for any tweaks or special versions. OEMs now offer an automatic update feature, which keeps the app version in line with the one uploaded to Google Play. With the right tools and guidance, setting up shop on multiple app stores and leveraging proven monetization methods is a piece of cake.

Milanuncios: A success story in OEM mobile advertising

Milanuncios, Spain’s leading online marketplace and part of the Adevinta group, effectively illustrates the advantages of OEM mobile advertising. Faced with intense competition and rising user acquisition costs, Milanuncios partnered with AVOW, mobile OEM specialists, to leverage their mobile OEM partnerships and channels.

This collaboration allowed the platform to take advantage of premium placements on devices such as Xiaomi and OPPO, achieving a growth of users superior al 30% and reducing your effective cost per acquisition (eCPA) by and 23%. By employing data-driven segmentation strategies, Milanuncios successfully expanded its user base and improved engagement, demonstrating the effectiveness of integrating mobile OEMs into marketing efforts.

Mobile OEMs and Alternative App Stores: The New Mainstream

Mobile OEMs have become mainstream, with alternative app stores accounting for almost half of all Android app store spending globally and more than three-quarters in Spain, where mobile OEMs Mobile OEMs like Samsung, Xiaomi and OPPO offer marketers valuable opportunities to connect with new users through targeted and personalized campaigns.

Companies like AVOW They help brands navigate and leverage these platforms to maximize their mobile strategies. Through OEM mobile advertising, brands can expand their reach and deepen audience engagement, making these channels essential to driving growth and innovation in the mobile landscape.



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