Mobile OEM advertising
Advertising in surfaces built into a device by its manufacturer, such as the manufacturer’s app store or system apps.
What is mobile OEM advertising?
Mobile OEM advertising uses placements that a device manufacturer (the original equipment manufacturer) controls in its own software, rather than in third-party apps. Typical surfaces include the manufacturer’s app store, app recommendations during device set-up, preinstalled system apps, lock screens, browsers and notification areas. Because these placements sit at the device level, they often appear at moments when users are setting up a phone or looking for new apps. The channel is used mainly for app installs and user acquisition, and is usually bought through the manufacturer’s own advertising programme or partners that aggregate several manufacturers.
How mobile OEM advertising works
Handset makers offer placements within their own software and sell them through their advertising programmes.
- A device manufacturer designates surfaces in its software that can carry promotions or app recommendations.
- An advertiser or its partner sets up a campaign with creative, target markets, device models and a pricing model such as CPI or CPA.
- Eligible placements show the promotion to users on matching devices, often during set-up or app discovery.
- Installs and post-install events are tracked through a measurement partner so the campaign can be optimised by source.
Why it matters
It reaches users at moments of discovery outside the main app stores and is planned as a separate traffic source.
For advertisers
It adds a user-acquisition source that sits outside the major app-store and social channels, which can help diversify spend.
For agencies
OEM inventory often needs separate planning, measurement setup and quality checks, because each manufacturer’s surfaces and rules differ.
Practical example
A new phone suggests a shopping app during set-up.
Key considerations
- Inventory and policies vary by manufacturer and by market, so reach depends on which device brands are popular with the target audience.
- Measuring post-install quality, not just install volume, is important when judging an OEM source.
- Creative and app-category rules are set by each manufacturer and may be stricter than in open in-app channels.
More Mobile Advertising terms
Frequently asked questions
What does OEM stand for?
Original equipment manufacturer. In mobile advertising it refers to the company that makes the handset and controls its built-in software.
Is OEM advertising the same as preinstalled apps?
Not exactly. Preinstallation is one option, but most OEM advertising runs as recommendations and placements inside the manufacturer’s own apps and surfaces.
How are OEM campaigns usually priced?
Mostly on performance models such as cost per install or cost per action, though some placements are sold on CPM.
Does Vertoz offer Mobile OEM advertising?
Yes. Mobile OEM advertising is one of the channels advertisers can buy through IngeniousPlex.