Increasing internet penetration across the globe has led to top advertisers allocating the majority of their marketing budgets to search and social media advertising. Mobile is a key medium where users engage with these ads, owing to the rising global income levels and improved smartphone accessibility.

To understand the scale of this phenomenon in 2022, smartphone users account for 83.72% of the world’s population. Not just the number of smartphones, mobile OEMs have increased from six in 2005 to 237 in 2020 with numbers continuing to increase in 2022 as well.  This change is reflected in the marketing world, where mobile ad spends have become 74.9 % of the total digital budgets as of 2021. 

The average screen time for a user has also risen to six hours, 57 minutes per day. According to Affinity’s 2020 research, one in two users spend more than 60 minutes on their default browser, 80% of the users access their notification centre before unlocking their phones.

In 2022, smartphone owners are using ten apps per day and 30 apps each month. The survey also suggests that users spend two hours on pre-bundled OEM apps and 10% of these users are accessing OEM default app stores daily.

This increased usage of apps has occurred since apps assist smartphone users with all their daily tasks be it related to shopping, travel, finance, entertainment, fitness, or education. This provides brands an opportunity to reach these highly engaged customers at multiple touchpoints throughout their mobile journey. 

The number of smartphones globally is stated to reach 7.69 billion by the year 2027. Not only smartphones, the growth of laptops has also remained consistent with 277 million laptops being predicted to be shipped globally.

OEM advertising is an alternate marketing channel for brands to connect directly with unique smartphone and desktop users providing incremental reach at a high conversion rate. OEM advertising helps consumers engage with brands by creating an immersive advertising experience with unique on-device formats like Tiles, Notifications and Universal Ads. This innovative advertising medium enables brands to have a reach beyond search and social channels by engaging with consumers along multiple touchpoints in their purchase journey like browser startpages, app stores, lock screens, minus one screens and default apps. 

Advertisers can be in the spotlight with not just mobile but also premium desktop placements across Samsung, Oppo, Vivo, Xiaomi, Microsoft Edge, MSN, Transsion, Huawei, Opera, Lenovo, Wiko, Adright, popular content websites and more. 

Let’s have a more detailed look at some of these high impact ad formats within OEM Advertising 

  1. Tiles
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Tiles is a quick access icon (brand logo) that captures the user’s attention pre-search, eliminating intermediary steps like typing or searching. It is a native ad format that can be displayed at various mobile touchpoints including launchers, minus one screen, mobile apps, app stores, search engines, and extensions. Brands can use Tiles to increase sales, clicks, engagements, leads, and subscriptions.

  1. Notifications 

Mobile push notifications are customised ad banners which can be used to push offers, brand promotions, new launches etc. These advertisements are an excellent way to acquire new customers or re-engage with existing ones due to their high visibility. Mobile OEMs, browsers, mobile apps, telcos, and content websites can be used to send push notifications.

  1. Universal 

These are customised banner ads that assist brands in driving high user engagement. These ads can be placed across app stores, browsers, minus one screen, lock screens, and other apps.

  1. App Installs

Ad formats that can be customised to help deliver high-quality app downloads at scale in a brief period. These advertisements can be placed on OEM-owned App stores as well as third-party premium apps. Brands can reach the untapped audience base with targeting features like device price range, location, and app category.

Introducing VEVE

VEVE is a performance marketing solution that helps brands advertise directly on OEMs, browsers, telcos, and premium apps to reach 500+ million daily active users (DAUs) on mobile and desktop globally through unique on-device placements and innovative ad formats. Various targeting options including demographic, device-type, device-price, interest-based, and carrier-level enable brands to reach their specific target group. VEVE also has its proprietary reporting dashboard to access deep data insights for continuous campaign optimisation resulting in higher conversion rates and sales volumes. 

VEVE’s industry-leading ad formats across mobile and desktop – Tiles, Notifications and Universal have helped multiple brands across industries drive Return on Ad Spend (ROAS) of up to 10X.

To get in touch visit or write to us at to know more about our performance advertising solutions.

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