Preloaded Apps: Put your App directly in your user’s hands

As a Growth manager obsessed with performance and always striving for smarter, more impactful strategies, I’ve learned that the key to standing out isn’t just spending more, it’s spending better. Especially in a market oversaturated with conventional UA channels, embracing alternative paths like OEM traffic is no longer just innovative, it’s necessary. In this regard, OEM stands out as one of the most effective and scalable solutions to improve campaign performance and ROI.

Less Friction, More Installs

One of the main advantages of OEM traffic is its ability to bypass the typical roadblocks found in app stores. From click to install, the user experience is much smoother, significantly improving conversion rates (CR). This direct integration into the device through widgets, folders, or preloaded apps reaches users at the right moment and in the right context, reducing drop-offs along the way.

Global Reach, Local Integration

OEMs work on solutions to customize Android devices and serve app recommendations directly on the handset. This opens up a new, scalable distribution channel that directly impacts key KPIs like open rate and retention rate.

Results That Speak for Themselves

When comparing traditional UA channels to OEM sources, the performance gap is evident:

• Install rate: Up to 3x higher with OEMs vs. standard channels.
• Open rate: We’ve seen rates between 10–15%, compared to the usual 1.5–2%.
• Lower fraud risk: Direct integration greatly reduces exposure to unreliable traffic sources.

More competitive CPIs: Stable, high-quality traffic at reasonable costs.

A Powerful Tool 

OEM traffic isn’t just for major players. This solution is especially beneficial for mid-sized and smaller advertisers looking to compete on tighter budgets. By lowering costs and improving user quality, OEM traffic levels the playing field in an increasingly competitive market.

OEM Advertising: A Modern Key to UA Strategy

In a world where efficiency is everything, OEM traffic represents a natural evolution for growth teams. It delivers measurable results across critical KPIs while unlocking creative and segmentation opportunities.

Key Benefits

1. Direct access to users straight from the device.
2. Higher retention and activation rates.
3. Persistent visibility without relying on app store rankings.
4. Perfect for testing new markets or segments.

If you’re aiming for a scalable, efficient, and low-friction acquisition strategy, OEM advertising should definitely be on your radar. The future of user acquisition doesn’t live only on traditional platforms, it lives on the devices we use every day.