Mobile advertising changed dramatically in 2026. Brands no longer rely only on Meta, Google, or TikTok to reach mobile users. A new channel emerged that places ads directly on devices before users even open their first app. This channel operates through partnerships with device manufacturers like Xiaomi, Samsung, Vivo, and Oppo. The advertising industry calls this OEM advertising.
OEM advertising reaches users at the most valuable moment in their mobile journey: when they set up a new device. Instead of competing with thousands of other ads in crowded social feeds, brands appear right on the home screen, in the app store, or during the device setup flow. This placement creates a structural advantage traditional mobile advertising cannot match.
Understanding OEM advertising matters because it represents one of the fastest-growing user acquisition channels in mobile marketing. According to eMarketer, alternative app stores and OEM platforms now account for 25% of global app downloads, up from 18% in 2024. This shift reflects fundamental changes in how users discover and install mobile apps.
This guide explains what OEM advertising is, how it works technically, why it delivers better results than traditional channels, and how brands can start using it effectively in 2026.
What Is OEM Advertising?
OEM stands for Original Equipment Manufacturer. In the mobile advertising context, OEMs are the companies that build smartphones and tablets. Xiaomi, Samsung, Vivo, Oppo, Huawei, and similar manufacturers all qualify as OEMs.
OEM advertising refers to placing promotional messages directly on mobile devices through partnerships with these manufacturers. Instead of showing ads through apps or mobile websites, OEM advertising integrates promotional content at the operating system level.
The core difference between OEM advertising and traditional mobile advertising lies in where ads appear and when users see them.
Traditional mobile advertising displays ads inside apps, on mobile websites, or in social media feeds after users already installed apps and started using their devices. Brands bid for ad space through platforms like Google Ads, Meta Ads, or TikTok Ads. The ads appear while users browse content, play games, or scroll through social media.
OEM advertising places promotional content directly on the device itself before users establish their app preferences. The ads might appear on the lock screen, home screen, during device setup, inside the manufacturer’s app store, or as system recommendations. Users see these placements when they first activate their new device or during regular device usage.
This distinction creates fundamentally different user experiences and campaign dynamics.
When someone buys a new Xiaomi phone, for example, they go through a setup process. During this setup, they see recommended apps tailored to their region and interests. Brands pay to appear in these recommendations through OEM advertising partnerships. The user installs the app directly from this trusted recommendation before ever opening the Google Play Store.
OEM advertising matters in 2026 because it solves three critical challenges facing mobile marketers:
Rising acquisition costs. Average cost per install on major platforms climbed significantly as competition intensified. OEM channels often deliver users at lower costs because fewer advertisers compete for the inventory.
Privacy regulations. Apple’s App Tracking Transparency and Google’s Privacy Sandbox reduced the effectiveness of traditional user-level tracking. OEM advertising operates on first-party data within the device manufacturer’s ecosystem, making it more resilient to privacy changes.
Channel diversification. Brands that depend entirely on Meta and Google for user acquisition face concentration risk. OEM advertising provides an alternative channel with different inventory sources and audience access.
The shift from open programmatic to device-level advertising reflects broader industry trends. According to Statista, mobile advertising spending reached $362 billion globally in 2026, with performance marketing accounting for 68% of that total. Within performance marketing, OEM advertising grew faster than most other channels as brands discovered its advantages.
How OEM Advertising Works
The OEM Ecosystem Structure
The OEM advertising ecosystem connects three main groups through technology platforms.
Device manufacturers build smartphones and tablets. Xiaomi, Samsung, Vivo, Oppo, Huawei, Realme, and others all operate their own advertising platforms or partner with advertising technology companies to monetize their device ecosystems. These manufacturers control what appears on lock screens, home screens, app stores, and system interfaces.
Mobile carriers also participate in OEM advertising, though their role varies by market. In some regions, carriers pre-load apps on devices they sell or include promotional recommendations during device activation. This carrier-driven OEM advertising works similarly to manufacturer-driven placements.
OEM advertising platforms act as intermediaries connecting brands with device manufacturers. Some platforms operate as direct extensions of manufacturers, like Mi.Xapads for Xiaomi devices. Others aggregate inventory from multiple manufacturers through programmatic integrations.
The ecosystem operates through three main models:
Direct manufacturer platforms. Xiaomi operates its own advertising ecosystem through MIUI, reaching 564 million monthly active users across 272 countries and regions. Samsung provides similar access through Galaxy Store and Samsung Ads. These platforms give brands direct relationships with manufacturers.
Integrated ecosystems. Platforms like Digital Turbine and ironSource Aura integrate into the Android operating system through system applications. They serve as intermediaries between manufacturers and advertisers, managing ad delivery and optimization.
Advertising platforms with SSP integrations. Some platforms acquire OEM traffic from manufacturers and integrate it into Supply-Side Platforms. These platforms buy inventory from manufacturers and make it available through programmatic buying systems.
Common OEM Ad Placements
OEM advertising appears in several distinct placement types, each serving different campaign objectives.
Pre-installed apps. Brands pay to have their apps installed on devices before users receive them. When someone activates a new phone, they find certain apps already installed. These pre-installed apps can be static (appearing on every device) or dynamic (selected based on user profile, region, or preferences during setup).
Lock screen placements. Ads appear on the device lock screen before users unlock their phone. These placements command high attention because users see them every time they check their device. Lock screen advertising typically shows app icons, promotional messages, or content recommendations.
Home screen recommendations. The device home screen includes folders or widgets suggesting apps for installation. These “Recommended Apps” or “App Suggestions” sections appear prominently on the main interface, making them highly visible.
App store promotions. OEMs operate their own app stores alongside Google Play. Samsung has Galaxy Store, Xiaomi has Mi GetApps, Huawei has AppGallery, Vivo and Oppo have their own stores. Brands pay for featured placements, homepage banners, category sponsorships, or search result prominence in these alternative stores.
System notifications and suggestions. The operating system sends push notifications recommending apps based on user behavior. If someone frequently uses fitness apps, the system might suggest new workout or nutrition apps. These appear as native system messages rather than third-party ads.
Device setup flows. During initial device configuration, users see suggested apps organized by category (entertainment, productivity, shopping, games). This placement captures users at the highest-intent moment when they actively decide which apps to install.
Each placement type serves different strategic purposes. Pre-installed apps maximize immediate reach. Lock screen and home screen placements drive ongoing visibility. App store promotions target users with specific discovery intent. Setup flows capture first-day installations.
The Technical Process
OEM advertising operates through direct technical integrations at the operating system level.
Integration method. The device manufacturer builds advertising functionality directly into the operating system or system apps. For Xiaomi devices, this happens through MIUI, the custom Android interface. Samsung integrates advertising through One UI and system services. This OS-level integration gives OEM ads privileged access that third-party apps cannot match.
Ad serving. When a user triggers a placement (unlocking the device, opening the app store, completing setup), the system sends a request to the OEM advertising platform. The platform analyzes available user signals (device model, region, language, time of day, previously installed apps) and determines which ads to show.
Targeting signals. OEM advertising uses first-party data from the device ecosystem. This includes device characteristics (model, storage, price tier), usage patterns (which apps are installed, how often the device is used), location data (country, city, timezone), and preferences indicated during setup. Because this data comes directly from the device manufacturer, it does not depend on third-party cookies or cross-app tracking.
Attribution and measurement. When users install apps through OEM placements, Mobile Measurement Partners track these installs separately from other channels. Platforms like AppsFlyer, Adjust, and Kochava recognize OEM sources and attribute conversions accurately. Attribution happens through unique identifiers provided by the OEM platform or through pre-install tracking mechanisms.
Campaign models. OEM advertising supports multiple buying approaches. Direct deals involve negotiating specific placements with manufacturers for fixed time periods. Programmatic buying allows real-time bidding for OEM inventory through demand-side platforms that integrate with OEM supply sources. Performance-based pricing charges advertisers only for completed actions like installs or in-app events.
The technical infrastructure supporting OEM advertising continues evolving. In 2026, most major OEM platforms support programmatic integrations, making it easier for brands to access inventory through familiar buying interfaces.
Why OEM Advertising Works Better Than Traditional Channels
Timing Advantage
OEM advertising reaches users at the single most valuable moment in their mobile journey: when they set up a new device.
Research from Google and Ipsos shows that users install most of their core apps within the first days after activating a new device. During this window, discovery intent peaks and brand loyalty has not yet formed. Users actively seek apps to install and services to try.
Traditional mobile advertising reaches users weeks or months after they established their app preferences. At that point, they already chose their favorite social media apps, messaging platforms, shopping apps, and entertainment services. Convincing someone to install a competing app requires overcoming existing preferences and switching costs.
OEM advertising bypasses this problem entirely by appearing before preferences solidify.
Consider a user who just bought a new Xiaomi phone. During setup, they see app recommendations organized by category. The phone suggests popular games, shopping apps, news sources, and productivity tools. The user selects several apps to install because they need to populate their new device with useful applications. This represents high-intent discovery behavior.
Compare this to traditional mobile advertising. The same user, three weeks later, scrolls through Instagram. They see an ad for a shopping app. But they already installed their preferred shopping apps during device setup. The ad must now convince them to download yet another app despite having functional alternatives already. The user likely ignores the ad because they do not need another shopping app.
The timing advantage creates several downstream benefits:
Lower competition. Fewer advertisers compete for user attention during device setup compared to the crowded social media environment. This reduced competition often translates to lower acquisition costs.
Higher receptiveness. Users expect and welcome app recommendations during device setup. They view these suggestions as helpful guidance rather than intrusive advertising. This mindset increases conversion rates.
Earlier engagement. Apps installed during device setup benefit from being present from day one of the user’s relationship with their device. This early integration increases the likelihood the app remains installed and gets used regularly.
Higher Quality Traffic
OEM advertising delivers users who behave more like organic installs than paid acquisition traffic.
Multiple industry sources report OEM conversion rates ranging from 10% to 40%, with some campaigns reaching 85%. These conversion rates significantly exceed typical mobile advertising benchmarks. According to Business of Apps, standard mobile ad campaigns average 2% to 5% conversion rates.
The quality difference extends beyond initial install rates to downstream metrics.
Better retention. Users who install apps through OEM recommendations tend to keep them installed longer. The app joined their device ecosystem during setup or through trusted system recommendations rather than interruptive advertising. This perceived endorsement from the device manufacturer increases user confidence.
Higher engagement. Post-install engagement metrics typically exceed traditional paid acquisition channels. Users who deliberately chose apps during setup or from manufacturer recommendations show stronger intent than users who clicked ads impulsively.
Superior lifetime value. The combination of better retention and higher engagement translates to improved lifetime value. Brands acquire users who generate more revenue over time compared to users from traditional channels.
These quality advantages stem from how users perceive OEM recommendations. When Xiaomi suggests an app during MIUI setup, users interpret this as a trusted recommendation from their device manufacturer. When Samsung features an app in Galaxy Store, users view it as endorsed content. This implicit trust from the manufacturer creates a halo effect that traditional advertising cannot replicate.
Fraud-Free Environment
OEM advertising operates through direct supply chains that eliminate most fraud risks plaguing traditional mobile advertising.
The typical programmatic advertising transaction involves multiple intermediaries. An ad request passes from the publisher to a Supply-Side Platform, through an ad exchange, to a Demand-Side Platform, before reaching the advertiser. Each intermediary layer introduces opportunities for fraud. Invalid traffic can enter the system. Click injection can steal attribution. Install fraud can generate fake conversions.
OEM advertising removes these intermediary layers.
The supply chain runs directly from the device manufacturer to the brand or through a single advertising platform partner. Xiaomi controls what appears in MIUI recommendations. Samsung determines what shows in Galaxy Store. This direct control creates a closed-loop system where fraud insertion points do not exist.
No click injection. Click injection fraud occurs when malicious apps detect install broadcasts and claim credit by generating fake clicks. OEM advertising bypasses this entirely because installs happen directly from manufacturer-controlled interfaces rather than through browser redirects or external click sources.
No install fraud. Bot farms and device farms struggle to commit install fraud through OEM channels because they would need to repeatedly purchase new devices and go through setup flows. This makes fraud economically unviable at scale.
Transparent attribution. The attribution path from ad impression to install flows through manufacturer-controlled systems. Mobile Measurement Partners receive attribution data directly from OEM platforms, reducing opportunities for attribution manipulation.
This fraud-free environment means advertising budgets reach real users on real devices rather than draining into invalid traffic. For brands spending significant sums on mobile user acquisition, this fraud protection represents substantial value.
Privacy-First Infrastructure
OEM advertising aligns naturally with privacy-first advertising infrastructure, making it more resilient to regulatory changes than channels dependent on third-party tracking.
The OEM ecosystem operates primarily on first-party data within manufacturer-controlled environments. When Xiaomi shows app recommendations in MIUI, it uses data from its own ecosystem: device model, region, apps already installed, user preferences indicated during setup. This first-party data does not require tracking users across unrelated apps or websites.
Apple’s App Tracking Transparency framework and Google’s Privacy Sandbox both restrict cross-app tracking and third-party data sharing. These privacy protections disrupted traditional mobile advertising by reducing audience targeting precision. Advertisers who relied on third-party data for targeting saw performance decline as users opted out of tracking.
OEM advertising faces less disruption from these privacy changes because it operates differently from the start.
Device-level data. The targeting signals come directly from the device and device usage patterns. This deterministic data does not depend on probabilistic user matching or third-party cookies.
Manufacturer relationship. Users have a direct relationship with their device manufacturer. When Xiaomi uses MIUI data to recommend apps, this happens within the user’s existing relationship with Xiaomi. No third-party data sharing occurs.
Regulatory alignment. Privacy regulations generally permit first-party data usage within existing customer relationships. OEM advertising fits this framework more naturally than cross-site tracking or data broker approaches.
As privacy regulations continue tightening globally, OEM advertising’s structural advantages grow stronger. Brands building user acquisition strategies that work in a privacy-first world should prioritize channels like OEM that operate on first-party infrastructure.
OEM Advertising vs Traditional Mobile UA Channels
Understanding how OEM advertising compares to traditional channels helps brands make informed budget allocation decisions.
| Factor | OEM Advertising | Traditional Mobile UA |
| Reach | Limited to Android devices from participating manufacturers | Cross-platform including iOS; broader scale |
| Cost Efficiency | Generally lower CPI due to less competition | Higher costs as major platforms mature |
| User Quality | Comparable to organic; 10-40% conversion rates | Variable; 2-5% typical conversion rates |
| Attribution | Direct, transparent, fraud-resistant | Complex; vulnerable to click injection |
| Fraud Risk | Near-zero due to closed-loop supply | Significant; requires constant monitoring |
| Privacy Compliance | First-party data; inherently compliant | Challenges with third-party tracking restrictions |
| Setup Complexity | Requires OEM partnerships; testing period | Immediate access; well-known processes |
| Geographic Coverage | Strongest in Asia-Pacific; growing elsewhere | Global coverage across all markets |
| Timing | Captures users during device setup | Reaches users after preferences form |
| Brand Safety | Manufacturer-controlled; premium environment | Variable depending on inventory source |
This comparison shows OEM advertising excels at user quality, cost efficiency, fraud prevention, and privacy compliance. Traditional channels offer broader reach, easier setup, and more mature optimization tools.
Most sophisticated mobile marketers use both approaches rather than choosing one over the other. OEM advertising complements traditional channels by providing access to high-quality users at strategic moments while diversifying acquisition beyond major platforms.
Major OEM Advertising Platforms in 2026
Xiaomi Through Mi.Xapads Platform
Xiaomi operates one of the largest OEM advertising ecosystems globally through MIUI, the custom Android interface installed on all Xiaomi devices.
The Mi.Xapads platform provides brands with direct access to Xiaomi’s device ecosystem, reaching 564 million MIUI monthly active users across 272 countries and regions. The platform delivers 3.2 billion average daily impressions, making it one of the largest OEM advertising channels available.
The regional breakdown shows a strong presence across multiple markets:
- India: 133 million monthly active users
- Europe: 104 million monthly active users
- Southeast Asia: 59 million monthly active users
- Latin America: 56 million monthly active users
- Middle East: 23 million monthly active users
Beyond mobile devices, Xiaomi’s ecosystem includes Mi TV, reaching 60 million or more monthly unique digital users across 106 countries. This cross-device presence enables brands to coordinate mobile and connected TV campaigns through a single OEM partner.
Mi.Xapads supports multiple ad formats including home screen recommendations, app store promotions, system suggestions, and lock screen placements. Campaigns operate through various buying models from direct deals to programmatic integrations.
For mobile app marketers targeting India, Southeast Asia, Europe, or Latin America, Xiaomi represents a critical OEM partner with proven scale and sophisticated advertising infrastructure.
Samsung
Samsung operates the Galaxy Store ecosystem providing app discovery and promotion opportunities beyond Google Play. With Samsung maintaining significant global smartphone market share, Galaxy Store represents substantial reach.
Samsung’s advertising platform serves both mobile devices and smart TVs. The connected TV side creates unique opportunities for brands to coordinate awareness campaigns on big screens with mobile user acquisition.
Samsung Ads provides access to lock screen placements, home screen widgets, app store featuring, and system recommendations across Galaxy devices globally. The platform supports precise targeting based on device model (premium flagships vs mid-tier vs budget), region, and user behavior signals.
Vivo and Oppo
Vivo and Oppo dominate portions of the Asia-Pacific smartphone market, particularly in China, India, Southeast Asia, and emerging markets. Both manufacturers operate alternative app stores and advertising platforms.
These OEM partners excel at reaching users in markets where Google services face restrictions or where local alternatives compete strongly with international platforms. Brands expanding into India, Indonesia, Thailand, or similar markets benefit from Vivo and Oppo partnerships.
Other Key Players
Huawei AppGallery provides access to Huawei device users, particularly important in markets where Huawei maintains strong presence despite recent geopolitical challenges. AppGallery became increasingly relevant as Huawei devices shipped without Google services in certain regions.
Digital Turbine and ironSource Aura operate as platform intermediaries, aggregating OEM inventory from multiple device manufacturers and making it available through unified interfaces. These platforms work with carriers and manufacturers globally to provide on-device app discovery and promotion.
The OEM advertising landscape continues consolidating around these major players while new regional manufacturers build their own advertising capabilities.
Benefits of OEM Advertising for Brands
Lower acquisition costs. OEM campaigns often deliver lower cost per install compared to major platforms because less advertiser competition exists for OEM inventory. While Meta and Google attract thousands of advertisers bidding for the same users, OEM placements face less crowding. This supply-demand imbalance creates pricing advantages.
Higher install-to-active-user conversion. Users who install apps through OEM recommendations show stronger activation and engagement patterns. The app joined their device ecosystem through trusted channels rather than interruptive advertising, creating higher initial engagement intent.
Access to untapped audiences. OEM advertising reaches users who may not engage heavily with social media or search advertising. Someone who rarely uses Facebook but actively sets up a new phone becomes accessible through OEM channels. This audience expansion unlocks growth beyond traditional platform limits.
Brand-safe environment. Manufacturer-controlled placements ensure ads appear in premium contexts. Brands avoid the brand safety concerns present in open programmatic environments where ads might appear next to inappropriate content. OEM advertising provides guaranteed safe placement.
Share of voice during critical moments. When an ad appears on the lock screen or during device setup, it commands 100% share of voice. The user sees only that message without competing ads crowding the interface. This undivided attention increases impact per impression.
Diversification beyond Meta and Google. Brands that depend entirely on Meta and Google for user acquisition face concentration risk. Algorithm changes, policy updates, or cost increases on these platforms directly threaten growth. OEM advertising provides an alternative channel reducing platform dependency.
These benefits explain why mobile app marketers increasingly prioritize OEM advertising in their channel mix. The combination of cost efficiency, user quality, and strategic timing makes OEM particularly valuable for performance-focused campaigns.
How to Get Started with OEM Advertising in 2026
Choosing the Right OEM Partners
Start by analyzing where target users live and which devices they use. For brands targeting India, Xiaomi and Samsung represent logical first partners. For Southeast Asian markets, Vivo, Oppo, and Samsung provide strong coverage. European campaigns might focus on Xiaomi and Samsung. Regional market share data guides partner selection.
Consider campaign objectives when choosing partners. Some OEM platforms excel at scale and reach. Others provide more sophisticated targeting or creative options. Match platform capabilities to campaign needs.
Setting Campaign Objectives
OEM advertising supports multiple campaign objectives with different optimization approaches.
CPI campaigns optimize purely for install volume at target cost per install. These work well for new apps building initial user bases or mature apps scaling aggressively.
CPA campaigns optimize for in-app actions beyond the install. Brands pay only when users complete registrations, purchases, or other valuable events. This model ensures acquired users demonstrate engagement.
ROAS campaigns optimize toward revenue generated per advertising dollar spent. Suitable for apps with strong monetization where lifetime value measurement is mature.
Setting clear objectives upfront determines which OEM platforms to use, how to structure campaigns, and what success looks like.
Budget Allocation Strategies
Brands new to OEM advertising should allocate test budgets allowing several months of experimentation. Initial campaigns establish baselines for conversion rates, user quality, and cost efficiency before scaling.
A common approach splits user acquisition budgets with 60-70% in proven channels (Meta, Google) and 30-40% in growth channels including OEM. As OEM campaigns prove performance, budgets shift accordingly.
Creative Requirements
OEM placements use different creative formats than traditional mobile ads. Instead of banner images or video ads, OEM advertising relies primarily on app icons, app names, short descriptions, and screenshots.
Optimize app store listings because OEM placements often link directly to app store pages. High-quality icons, compelling screenshots, and clear value propositions in descriptions drive conversion when users click through from OEM placements.
Some OEM formats support richer creative including promotional banners or feature graphics. Work with OEM partners to understand creative specifications for each placement type.
Measurement and Attribution Setup
Configure Mobile Measurement Partner integrations to properly recognize OEM traffic sources. AppsFlyer, Adjust, Kochava, and Branch all support OEM attribution through specialized tracking mechanisms.
Enable pre-install tracking for campaigns using device pre-loads. This tracks when users first open pre-installed apps rather than treating them as organic installs.
Set up cohort analysis comparing OEM users to users from other channels. Track retention, engagement, and monetization metrics to understand quality differences across acquisition sources.
Working with Specialized Platforms
For brands seeking technical expertise and managed service support, specialized mobile DSPs provide access to OEM inventory through unified interfaces.
Xerxes, for example, operates as a dedicated mobile performance DSP with direct OEM partnerships across Xiaomi, Samsung, Vivo, and Oppo. The platform reaches over 1 billion monthly active users through OEM placements combined with standard mobile app and web inventory.
Platforms like Xerxes handle technical integrations, campaign optimization, and attribution complexity, allowing brands to access OEM inventory without building direct manufacturer relationships.
Final Thoughts
OEM advertising emerged as one of the most important developments in mobile user acquisition over the past few years. By 2026, it evolved from an experimental channel to a core component of sophisticated mobile growth strategies.
The fundamental advantages driving OEM advertising’s growth remain strong: lower acquisition costs through reduced competition, higher user quality comparable to organic traffic, fraud-resistant supply chains, privacy-first infrastructure, and strategic timing during device setup.
Brands that diversified beyond Meta and Google to include OEM advertising gained access to high-quality users at critical discovery moments. The channel proved particularly valuable in Asia-Pacific markets where manufacturers like Xiaomi, Samsung, Vivo, and Oppo dominate smartphone ecosystems.
Looking toward 2030, OEM advertising will expand from smartphones to connected TVs, IoT devices, automotive systems, and other connected screens. AI-driven optimization will increase targeting precision and campaign effectiveness. Cross-device strategies will coordinate messaging across multiple OEM touchpoints. Integration with retail media will create new advertising opportunities.
For mobile app marketers, media planners, and growth teams, understanding OEM advertising and how to leverage it effectively becomes increasingly important. The channel offers advantages traditional advertising cannot match, particularly regarding user quality, fraud prevention, and privacy compliance.
Brands getting started with OEM advertising should begin by identifying relevant manufacturer partners based on target markets, setting clear campaign objectives, allocating test budgets for multi-month testing periods, and working with specialized platforms that provide OEM access and optimization expertise.
The mobile advertising landscape continues evolving rapidly. OEM advertising represents one response to rising costs, privacy regulations, and platform concentration in traditional channels. Brands that adopt OEM advertising early and build expertise in the channel gain competitive advantages as it matures into mainstream user acquisition infrastructure.