What is OEM Inventory in Advertising?
OEM inventory refers to advertising placements integrated within smartphone ecosystems, including:
- Pre-installed apps
- App recommendation engines
- Push notifications
- System UI placements
- Default app store promotions
Unlike traditional advertising platforms, OEM advertising inventory operates at the device level, allowing brands to engage users in a less cluttered and highly targeted environment.
This form of mobile OEM advertising is especially effective because it reaches users:
- At the first-open experience
- During device setup
- Through native system interactions
Why This Partnership Matters
TECNO, Infinix, and itel have achieved:
Global mobile phone shipments
Global smartphone market share
Africa’s smartphone market
These brands also hold over *40% market share in Pakistan* and *30% in Bangladesh*, with strong momentum across the Middle East. Their rapid expansion in Saudi Arabia and the UAE makes them a gateway to millions of high-intent mobile users.
What OEM Mobile Inventory Means for Brands
Through Medialinks, advertisers can now tap into
Preloads & App Stores
Preloads and app store placements
Palm Store
Palm Store recommendations and one-click installs
Splash Ads & Launchers
Splash ads, launchers, and zero-screen integrations
These placements deliver up to 80% app activation rates, predictable user growth tied to device shipments, and unmatched visibility from the moment a device is activated.
A Regional First
Until now, OEM advertising in MENA was managed mostly by global intermediaries. Medialinks changes the game by anchoring this partnership locally, giving brands in UAE and Saudi Arabia the advantage of regional expertise, cultural proximity, and faster execution.
Proof of Impact
Global case studies prove the power of OEM campaigns:
- Nivea: 10M+ impressions with 3.1% CTR in Africa
- Amazon Prime Video: 20M+ impressions during festive campaigns
- Spotify: 2,000+ daily downloads and 58% Day 1 retention
With this partnership, Medialinks is bringing the same scale and outcomes to the heart of the Gulf.
About Medialinks
Medialinks is a Dubai-born growth engine specializing in User Acquisition for mobile apps, SEO, Paid Ads, Influencer Marketing, and Retail Activations. With offices across Dubai, KSA, Qatar, UK, China, India, Pakistan, and Nigeria, Medialinks partners with global and regional brands to deliver scalable outcomes
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OEM inventory in advertising refers to ad placements integrated directly within smartphone ecosystems, such as pre-installed apps, app recommendation engines, push notifications and system-level interfaces. Unlike traditional ads, OEM inventory allows brands to reach users at the device level, often during first time device setup or everyday usage, resulting in higher visibility and engagement.
OEM mobile advertising works through partnerships with smartphone manufacturers, enabling brands to display ads across native device environments. Campaigns are set up based on targeting criteria like location, device type and user behavior, and ads appear in placements such as app recommendations, push notifications and system UI. This creates a seamless and highly effective user acquisition channel.
OEM inventory is not a replacement but a strong alternative or complement to Google Ads. It often delivers lower acquisition costs, less competition and higher engagement through native placements. While Google Ads targets user intent through search and web activity, OEM advertising focuses on device-level discovery, making it highly effective for app installs and brand awareness.
Several global smartphone manufacturers support OEM advertising, including TECNO, Infinix and itel. These brands are part of the Transsion ecosystem and provide access to large user bases across emerging markets in Asia, Africa and the Middle East.
The cost of OEM inventory varies depending on targeting, geography and campaign goals. Most campaigns operate on performance-based models such as CPI (Cost Per Install) or CPA (Cost Per Action). Compared to traditional advertising platforms, OEM campaigns are often more cost-efficient while delivering strong ROI.
OEM advertising is ideal for businesses focused on mobile growth, including app developers, e-commerce brands, fintech companies and digital platforms. It is especially beneficial for brands looking to scale user acquisition, enter new markets or diversify beyond traditional advertising channels.
