Mobile OEM advertising: reach users at device level
Mobile OEM advertising places your app or offer inside surfaces that handset manufacturers build into the phone itself. It is a traffic source in its own right, separate from the app-store ecosystems and from standard programmatic inventory.
The market in the United States
The US device market is concentrated among a few manufacturers, so OEM inventory is more limited than in Android-led markets. It is typically used to add incremental app users alongside store and social campaigns.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
What Mobile OEM inventory is
OEM stands for original equipment manufacturer. Many manufacturers offer advertising inside their own software layer.
Device surfaces
Typical placements include the manufacturer’s own app store, system apps, recommendation folders, lock-screen and setup experiences.
Discovery moments
Users see recommendations when setting up a device or browsing for apps, which are natural points for discovery.
A distinct source
OEM traffic is bought through manufacturer relationships rather than open exchanges, so it is planned and measured as its own source.
When it makes sense
Mobile OEM is most often used for app growth and for performance offers where the goal is an install, registration or first purchase. It can complement store and social campaigns by reaching users those channels do not.
Availability differs by manufacturer, market and category. Vertoz confirms what is available for your geography and vertical before a plan is agreed.
How Vertoz approaches it
- Source selection by market and device mix
- Creative and listing assets adapted to each placement
- Post-install event tracking with your measurement partner
- Optimization toward quality events, not installs alone
Advertiser use cases
Mobile user acquisition
New users for apps, reached in the manufacturer’s own store and recommendation surfaces rather than inside other apps.
App discovery
Visibility at moments when people are choosing what to install, such as device set-up and store browsing.
Performance campaigns
Campaigns optimized to events after the install, such as registration or first purchase, not to install volume alone.
What is confirmed before a campaign
Mobile OEM inventory is not uniform. Which manufacturers, placements and categories are available depends on the market and on the app.
Vertoz does not publish a list of manufacturers or placements, because it changes by market. What is available for your geography and category is confirmed during planning, before a budget is committed.
Agreed up front
- Manufacturers and placements available for your market
- Creative and store-listing requirements for each placement
- Tracking with your measurement partner
- The post-install events the campaign is optimized to
Key terms
Definitions from the Vertoz glossary.
Frequently asked questions
How is Mobile OEM advertising different from programmatic in-app ads?
Programmatic in-app ads appear inside third-party apps and are bought through exchanges. OEM placements sit in the manufacturer’s own software, such as its app store or system apps, and are bought through the manufacturer’s advertising programme.
Which devices and markets are covered?
Coverage depends on the manufacturer programmes available in each market and on your category. Tell the team your target markets and they will confirm what is available.
How is performance measured?
Typically through your mobile measurement partner, using install and post-install events agreed before launch.
Which manufacturers can I advertise with?
It depends on your market and category. Availability is confirmed during planning; Vertoz does not publish a fixed list.
Is Mobile OEM only for apps?
It is used mainly for app campaigns. If you have a different objective, ask the team what is available in your market.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.