Android is the world’s most widely used mobile operating system. Yet most mobile ad budgets still treat it like second place.

Globally, Android holds over 70 percent of the smartphone market. It powers billions of devices across both premium and mid-range categories. But while users explore apps through manufacturer-owned stores, system tools, and native content feeds, most marketers remain focused on legacy channels tied to iOS or Google Play.

This is more than a missed opportunity. It is a strategic blind spot. Android’s scale is undeniable. But to unlock its full value, marketers need to go where traditional platforms cannot,  inside mobile OEM ecosystems.

Where are millions of high-intent users being overlooked?

Many mobile users do not discover apps through Google Play, the App Store, or ads on social media. Instead, they use tools already on their phones, powered by mobile OEMs.

Mobile OEMs such as Samsung, Xiaomi, OPPO, Vivo, Huawei and many others do more than build hardware. They also operate app stores, onboarding flows, security tools, and native content feeds that shape how users discover apps. These channels are built into the daily phone experience and offer touchpoints for advertisers to reach users during moments of intent.

Mobile OEM advertising connects with these users directly and contextually.

Why do mobile OEMs run their own stores, and why does it matter to advertisers?

Mobile OEMs operate their own ecosystems to control the user experience and unlock additional revenue. In many cases, they offer alternatives to Google Play due to regional restrictions, revenue share policies, or the need to deliver more localized services.

Huawei launched AppGallery after losing access to Google services. Xiaomi promotes GetApps across its global markets. OPPO and Vivo run Hot Apps and Hot Games. These platforms are not niche. In Android-first regions, they are often the default entry point for app discovery.

For marketers, mobile OEM advertising provides direct access to users at the moment they are actively searching, browsing, or setting up a device.

Where can I find new users beyond Google, Apple, and Meta?

The answer is mobile OEM advertising.

According to AVOW’s reach calculator, mobile OEM platforms now offer access to more than 1.5 billion monthly active users worldwide. These users are outside the typical programmatic and social media funnels.

  • Samsung, as of June 2025, holds 33 percent of the smartphone market across Europe. Apple is just one percentage point ahead, and the two continue to trade the top spot.
  • In France, Samsung reaches an estimated 17 million monthly active users through OEM channels, ahead of Apple’s 14 million.
  • Germany reports 26.5 million Samsung users and 8.8 million on Xiaomi, closely matching Apple’s 25.8 million.
  • In Spain, Samsung leads with 11.7 million monthly active users. Xiaomi and Apple each reach around 10.9 million.
  • In the United Kingdom, Samsung connects with over 18 million users through OEM inventory. These users are still largely underutilized in most acquisition strategies.

These are not recycled impressions. They represent high-intent users in key European markets — users many advertisers have not yet reached.

What makes mobile OEM advertising work so well?

Mobile OEM advertising is effective because it places app recommendations where users already expect to find them. Placements appear during onboarding, in native app stores, or inside pre-installed system apps.

Advertisers using mobile OEM advertising benefit from:

  • Lower acquisition costs in emerging markets
  • Stronger install intent driven by contextual targeting
  • Reach into tier 2 and tier 3 cities that are difficult to scale through traditional channels
  • Privacy-resilient performance without dependency on user-level tracking

This is not about forcing ads into feeds. It is about surfacing apps in trusted environments.

Who is already scaling with mobile OEM advertising?

Performance marketers across industries are already reallocating budget into mobile OEM advertising.

  • Tripledot Studios, the popular game developer, expanded into eight new countries and reached millions of users through mobile OEM campaigns
  • Joom, a fast-growing e-commerce app, acquires more than 60,000 new users each month via mobile OEM stores
  • Exness, a global fintech platform, drives more than 250,000 installs per month in Southeast Asia and the Middle East through mobile OEM partners

These are not isolated tests. They are scalable growth programs backed by repeatable results.

Is mobile OEM advertising still underused?

Yes. While awareness is growing, many advertisers still focus their budgets on over-saturated platforms with rising costs and declining visibility.

Mobile OEM advertising offers a way to diversify acquisition strategy, access new users, and protect performance against shifts in privacy rules and platform policies. It is one of the few remaining sources of untapped attention at global scale.

How can I calculate reach and plan mobile OEM campaigns?

To support media planning, AVOW provides a free User Reach Calculator tool, so marketers can explore user reach by country and app category. It is a simple way to size the opportunity and decide where to focus next.

For teams looking to grow in a crowded market, mobile OEM advertising is no longer optional. It is a strategic edge hiding in plain sight.