The Ultimate Guide to OEM Advertising for App Developers

These days, app developers and marketers can advertise directly on OEM devices. Previously, we explained why original equipment manufacturers (OEMs) are going to play a prominent role in user acquisition channels over the next few years. Now we have decided to go deeper and explore the potential of the OEM market. Here we share some valuable information about our latest OEM Market Research it will help you understand OEM advertising better.

The Ultimate Guide to OEM AdvertisingThe white paper outlines one of the user acquisition trends in 2022 – OEM advertising. This whitepaper is especially relevant for those who already work with traditional traffic sources such as Meta and Google Ads, but don’t know how to increase installs. We believe OEM ads can help brands increase app installs and will be an essential part of mobile marketing strategy over the next few years.

In this guide, we’ve shared the growth outlook for the OEM market, along with recommendations for launching and sustaining OEM campaigns. Additionally, you’ll find information on how to work with OEM platforms, our case studies, and things you need to know before launching an OEM ad campaign.

You can download the white paper “The Ultimate Guide to OEM advertising” here.

OEM advertising won’t help your strategy to reach your target audience, but it’s a great tool for performance campaigns where accuracy and measurable results are important. Promoting mobile apps on Android is the only thing currently available in OEM sources.

Another distinctive feature of OEM advertising is OEM traffic. Here are some benefits of leveraging OEM traffic:

  1. OEM source technology determines high transparency of OEM traffic and makes it free from fraud.
  2. OEM traffic is highly predictable, which improves the performance of OEM campaigns.
  3. OEMs offer marketers to promote their apps in a user-friendly manner. Thus, the OEM advertising format inspires user trust, and the CR of OEM campaigns can reach almost 90%.

Here, we’ve put together a list of recommendations for anyone wanting to test OEM sources.

  1. Build a grassroots user base before turning to OEM sources to promote your app. Device campaigns are not suitable for apps with a small number of users. OEMs learn how to promote an app by analyzing user behavior and buying habits, preferences, and other information. Thus, for a recently released application, OEM sources would not have enough data to produce an informative and reliable estimate. If you need to build a core user base for your app, try Meta or Google sources first.
  1. Run OEM campaigns to scale your app when customers can recognize your brand. To improve the performance of your OEM campaign, you need to have an eye-catching and recognizable app icon. This way your app will stand out from other recommended apps.
  1. Before launching an OEM campaign, analyze the capacity of the local Android market. This is especially important when you have a large budget for your campaign. It’s likely that the budget you want to allocate to the OEM campaign is excessive, as there simply aren’t many devices in a specific region to invest in.
  1. Test different OEM sources to see which works best. Do not mix sources when testing. Each of the three categories of OEM platforms has individual mechanisms, optimization process, traffic attribution analytics, and attribution time. This is why testing different OEM sources at the same time can affect your campaign’s performance.
  1. Do not compare OEM test results with other performance sources. However, it is a good idea to compare ad placement results across different OEM sources. If Meta is where you analyze creatives first, the OEM platform is where you analyze ad placements. Most OEM platforms do not offer ad placement for creatives. The most common ad format is your app icon that appears as a recommendation in various user touchpoints on the device. This is why it is crucial to analyze ad placement results in different OEM sources.
  1. Ask the managers of the OEM platform to help you launch a campaign. It can be helpful and effective to reach out to people who are familiar with a platform, who can and would be willing to help. OEM platform managers can provide you with legal information, guide you through the technical features of the platform, as well as advise you on launching a campaign.
  1. Properly attribute OEM campaign results. For some sources such as Huawei and recommendation platforms, the average validation trail for OEM advertising results is at least 30 days due to the nature of the user experience.
  1. Choose vendors who have direct relationships with managers of different categories of OEM platforms. They will be able to ensure that you will achieve the business goals you have, based on their work experience. In addition, they can advise you on how to mix sources, since they are in direct contact with the platforms. When working with contractors, don’t assign one source to multiple agencies; this will make traffic generation increasingly difficult to control.

Check “The Ultimate Guide to OEM Advertising» whitepaper and learn more about launching and running an OEM campaign.

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