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المملكة العربية السعودية — AR 
Rising CPIs
Acquisition costs keep climbing as more brands compete for identical inventory and audiences.
Mobile Advertising Where Intent Already Exists
Table of content
The channels that used to scale are becoming harder to operate
Rising CPIs
Audience overlap
Creative fatigue
Poor post-install quality
Platform dependency
Attribution blind spots
Mobile advertising based on native device discovery
Where your brand can appear and how each format works
Device Search
Launcher & Home Screen
Smart Folders
Lockscreen
Push Notifications
App Vault & OEM Stores
Keyboard Ads
Different objectives, different discovery moments
Why this matters for brands
Two ways to take the next step
Most mobile ads interrupt the user experience. Native OEM discovery works differently.
Admitad Mobile helps brands reach users inside the native Android device experience, at moments when they are already searching, browsing, installing, organizing, or returning to apps. Instead of competing only in social feeds and search auctions, brands can appear across discovery surfaces inside the device itself, closer to real user intent.
In this article, we explain what Admitad Mobile is, which problems it helps solve, how native OEM advertising works, and which formats brands can activate.
The channels that used to scale are becoming harder to operate
App marketing has spent the last decade following a similar logic: compete for attention in social feeds and search results, optimize CPI, refresh creatives, and expect users to convert after the install.
For a long time, this worked well enough to justify the investment.
It still works. But it is less efficient than before. The same brands compete in the same auctions, for the same audiences, at the same high-traffic moments. Costs rise. Reach stagnates. ROAS weakens. Creative teams need to refresh campaigns faster, while maintaining performance becomes harder.
The structural problem is simple: most traditional mobile advertising asks users to stop what they are doing, notice an ad, and make a decision.
That is a high-friction model.
And when every competitor follows the same logic, the remaining levers are usually budget, creative volume, and optimization speed. All of them have limits.
Audience overlap
The same users appear across multiple campaigns and channels, inflating attribution numbers.
Creative fatigue
Campaigns that worked months ago stop performing. Refresh cycles shorten, production costs grow.
Poor post-install quality
Install volume holds but first-action rates fall. More users, but not the right users.
Platform dependency
Concentrating budget in two or three platforms creates fragility. One policy change is a crisis.
Attribution blind spots
Incrementality is unclear. Channels claim credit for conversions that would have happened anyway.
Mobile advertising based on native device discovery
Admitad Mobile is a performance advertising solution that gives brands access to native OEM environments and placements inside the device itself.
Instead of buying attention only in social feeds or search results, advertisers can appear within the Android experience, where users are already interacting with their phones, searching for apps, browsing folders, checking notifications, exploring recommendations, or returning to services they already use.
OEM stands for Original Equipment Manufacturer. In this context, it refers to device manufacturers such as Samsung, Xiaomi, Motorola, OPPO, vivo, and others. These companies control native device environments, including the home screen, built-in search, app folders, app stores, browser surfaces, notification layers, and lock screen experiences.
These surfaces are structurally different from major media platforms.
They are not Meta.
They are not Google.
They are not TikTok.
They are part of the device itself. This difference changes the context of the ad, the quality of the signal, and the way users discover the brand.
Standard social / search ads
User is scrolling passively, not looking for an app
Ad interrupts an unrelated activity
Intent is inferred from demographic or behavioral data
Audience signals managed by the platform, not the device
Competes in the same overcrowded auctions as every other brand
Native OEM discovery (Admitad Mobile)
User is actively navigating their device, searching, browsing, organizing
Brand appears at a moment of natural exploration
Intent is revealed by actual device behavior and category context
Signals come from device-level usage patterns, more stable and less cookie-dependent
Accesses inventory that is structurally separate from major ad auction pools
Where your brand can appear and how each format works
Admitad Mobile gives advertisers access to different types of native placements across the Android experience.
Each format reaches the user at a different moment in their mobile routine, with specific intent signals and campaign objectives. Brands can use these placements to support installs, re-engagement, purchases, market expansion, and stronger post-install performance.
Placement 01 / 07
Device Search
Appears inside the on-device search bar, the native search layer built into Android phones that users access directly from their home screen or launcher. When a user types a query, your app or offer can appear alongside or above organic results. This is one of the highest-intent surfaces available because the user is actively searching for something.
Unlike Google Search, device search operates within the phone’s own environment, processing queries about apps, contacts, local content, and services. It captures intent before the user opens a browser or app store.
9:41
•••
Suggested
FastDeliver
Food & Delivery
Ad
Results
iFood
Food delivery
Rappi
Multi-category delivery
Uber Eats
Food & grocery
Sponsored result surfaces above organic listings
Placement 02 / 07
Launcher & Home Screen
The launcher is one of the most visited surfaces on any Android device. Ads placed in this environment appear as native recommendation strips, suggestion widgets, or app discovery cards embedded directly in the home screen experience.
Because users interact with the launcher constantly, placements here create high daily frequency at a moment when the user is actively navigating the device.
9:41
•••
09:41
Tuesday, June 16
📸Camera
💬Messages
📧Email
🗺️Maps
🎵Music
🛒Shop
🏋️Fitness
⚙️Settings
FastDeliver
30% off first order
Native ad strip embedded below the app grid
Placement 03 / 07
Smart Folders
Smart Folders are category-organized app collections that Android devices generate based on installed apps and usage patterns. Users browse them intentionally, looking for apps in categories like finance, shopping, travel, food, or entertainment.
Appearing inside a relevant Smart Folder means your app is shown to a user already exploring that category.
9:41
•••
My Folders
🎵 Music & Audio
🛒 Shopping
New
✈️ Travel
Your app appears inside the relevant category folder
Placement 04 / 07
Lockscreen
The lockscreen is the first surface a user sees every time they pick up their phone. Placements appear as native notification-style cards or content widgets that fit naturally into the environment.
This format is especially useful for re-engagement, promotions, and repeated exposure throughout the day.
09:41
Tuesday, June 16
Messages · now
Sofia: Are you coming tonight?
Let me know when you’re ready 👋
FastDeliver · Sponsored
🛵 30% off your first order
Free delivery this weekend. Order in 3 min →
Native sponsored card sits alongside real notifications
Placement 05 / 07
Push Notifications
Native push notifications delivered through OEM channels appear in the device’s notification shade, where users already receive messages, alerts, and updates from installed apps.
Push is useful for time-sensitive offers, re-engagement campaigns, and driving users back into apps they have already installed.
Messages · just now
Mum: Don’t forget dinner at 7pm!
FastDeliver · Ad
Your lunch break starts in 10 min 🍕
Order now and get 30% off. Free delivery until 2pm.
Mail · 8 min ago
Your invoice is ready to view
OEM-level push delivered in the notification shade
Placement 06 / 07
App Vault & OEM Stores
App Vaults are manufacturer-curated discovery stores built directly into the device. They are places where users browse and install new apps in a native environment operated by the device manufacturer.
Placements can include featured listings, sponsored banners, or prominent positions within category sections.
App Store
See all
FastDeliver
Food & Grocery
Featured
Order food, groceries and more. 30% off your first delivery.
💳PayFlow
🏋️FitTrack
✈️TripSmart
Featured placement inside the OEM’s native app store
Placement 07 / 07
Keyboard Ads
Keyboard ads appear as contextual banners or suggestion strips at the top of the native OEM keyboard while users are actively typing.
This placement reaches users during messaging, search, and in-app input, where contextual relevance can help determine which offer appears.
Sofia 💬
Hey! What do you want for lunch?
Maybe something delivered?
FastDeliver
30% off lunch
qwertyuiop
asdfghjkl
123spacereturn
Contextual ad strip appears above the keyboard while typing
Different objectives, different discovery moments
Admitad Mobile is not limited to a single placement or a single funnel stage.
The right strategy depends on what the brand needs to improve: more qualified installs, less dependence on saturated channels, stronger re-engagement, better post-install quality, or access to new markets where Android has a strong presence.
Instead of applying the same media logic to every case, Admitad Mobile connects the campaign objective to the most relevant discovery moment for that objective.
The problem
Scale has stalled or CPIs have climbed beyond acceptable levels. The same audiences are being targeted repeatedly. Incremental reach is shrinking while costs rise.
The discovery logic
Native device environments surface your app at moments of category intent, outside the most competitive auction pools, reaching audiences who have not seen your ads through standard channels.
The problem
A large share of users install and never return. Dormant users are expensive to reactivate through social retargeting, especially when impressions reach them at low-intent moments.
The discovery logic
Device behavioral signals help identify renewed interest in your category. Lockscreen and push placements bring the brand back into view directly on the device.
The problem
Install metrics look fine, but the funnel drops before users reach the first valuable action, such as first order, first deposit, booking, or account activation.
The discovery logic
Users who discover an app through intent-rich native environments already show stronger category relevance. That quality can support better post-install action rates.
The problem
Entering a new market through the usual platforms can be expensive, especially when brand awareness is still low and auction competition is already high.
The discovery logic
OEM inventory scales with the Android device base. For brands expanding in Android-heavy markets, this creates a different entry point with structurally separate inventory.
The problem
Install volume is high, but long-term value is unclear. Campaigns may generate activity without proving whether users create sustainable revenue.
The discovery logic
Admitad Mobile can optimize toward post-install events, not only installs. This helps brands evaluate which discovery sources bring users who continue to engage and monetize.
Why this matters for brands
For brands already investing in paid acquisition, Admitad Mobile adds a new performance layer to the media mix.
It helps brands:
- Reach users outside the most saturated auction environments
- Access native Android discovery moments
- Diversify beyond the same social and search channels
- Connect campaigns to real behaviors inside the device
- Support installs, re-engagement, purchases, and market expansion
- Improve the quality of users acquired through mobile campaigns
The goal is not to replace existing channels. It is to add a new source of incremental reach and intent, especially for brands already feeling the limits of traditional mobile acquisition.
Ready to go deeper?
Two ways to take the next step
Explore the full Admitad Mobile product page, or access the free guide and understand how OEM discovery fits your growth model.
Popular
Table of content
The channels that used to scale are becoming harder to operate
Rising CPIs
Audience overlap
Creative fatigue
Poor post-install quality
Platform dependency
Attribution blind spots
Mobile advertising based on native device discovery
Where your brand can appear and how each format works
Device Search
Launcher & Home Screen
Smart Folders
Lockscreen
Push Notifications
App Vault & OEM Stores
Keyboard Ads
Different objectives, different discovery moments
Why this matters for brands
Two ways to take the next step
