When promoting your app and brand, you need to innovate with effective marketing strategies that get you in front of audiences. One of the best ways to do so is to use OEM (original equipment manufacturer) or pre-install campaigns, which can go a long way in building your brand image. These campaigns are unique and can help you stand apart from competing brands by getting immediate attention from target audiences.
Consider the fact that while we tend to add and remove mobile apps over time after buying a new device, many of the originally installed apps stay. Even if the owner of a new mobile device is initially unaware of the app, they will likely discover it over time if it’s pre-installed. Eventually, users might find a reason to open a new app they hadn’t tried, potentially exposing them to a new brand. At the same time, you don’t need to rely on a marketing campaign to gain this exposure.
With the help of OEMs and preloaded apps, you can get the most from your advertising efforts as you grow your brand.
What Exactly Is a Pre-Install Campaign and How Does It Work?
In these campaigns, advertisers work with OEMs to pre-install their app on the OEM’s mobile devices, such as Oppo, Samsung, and Xiaomi. In other words, your app will be installed on devices before customers even purchase them. This can help significantly boost your app’s visibility, and subsequently your brand image. Because your app appears on so many devices, you’ll benefit from a significant increase in impressions, which will lead to increased brand awareness.
Using these campaigns, you can ultimately support other efforts to promote your business and apps, including traditional ads and app store optimization (ASO) strategies.
You’ll also have the chance to reach new users all over the world with the ability to target specific locations. Additionally, you can ensure that OEMs only install your apps on the devices of relevant potential users. This is much more efficient than simply targeting the masses and hoping a portion of them doesn’t uninstall your app. Through targeted pre-install campaigns, you’ll be able to connect with the right users at the right time. For example, you could target specific types of devices that your target audience is most likely to purchase and use. Some locations may also have wider audiences for specific types of apps.
When installing these apps, OEMs do so when the user initially turns on the device and begins the authentication process, which minimizes intrusiveness. When users first access their device, they’ll likely see a selection of apps that may appeal to them based on their demographics.
The Benefits of Pre-Install Campaigns
Pre-install campaigns offer a number of advantages that help brands stand apart from those without preloaded apps. Some of these specific benefits include:
Increased Trust Among Device Users
Users trust the OEMs they buy their devices from to provide them with software that the manufacturer trusts. For example, Apple is very strict about the kinds of software it trusts to install on people’s devices, potentially preventing people from installing untrusted software entirely. At the same time, apps on app stores that the OEM hasn’t properly investigated may come with certain risks. For example, many scam apps on the Apple App Store alone can harm the user in some way.
Because of these users’ trust in OEMs, they’re more likely to trust any preloaded apps that appear on their new devices. They’re likely to see that the OEM believes the apps to be safe enough to pre-install them on new devices, which will further help build a positive brand image for the app owners.
More Convenience for Mobile Users
With preloaded apps on OEM devices, you can increase convenience for users by eliminating the steps involved with other apps. Your app would install as soon as the user accesses their device for the first time. As a result, the user wouldn’t need to go search for and download the app, nor would you need to rely so heavily on ads to lead users to your app store page.
This added convenience also makes app users more likely to keep your app installed, particularly if they discover that it’s useful for them.
A Larger Number of Loyal Users
If you provide users with a valuable solution through your app, you’ll be able to significantly increase user retention. Even if they need to upgrade to a new device that doesn’t have your app preloaded, they’ll be more inclined to add it when making the transition. This could also help boost your brand reputation among OEMs, potentially leading to future partnerships with other device manufacturers.
You’ll naturally increase conversions because more users are likely to give attention to and actually use pre-installed apps. The average conversion rate is debated in the industry, but most sources will tell you the average CTR is 1-2% for new users through the app store. This is likely going to be much higher with pre-install campaigns. You’ll already have the trust of the user and likely their interest, particularly if your pre-install campaigns are highly targeted. In turn, you’ll be able to cut down on other more expensive but less effective mobile marketing campaigns. This will likely lead to more in-app purchases and other types of conversions.
One of the biggest issues that advertisers face is the dropoff of users once they initially hook them. If a potential user isn’t entirely confident about whether an app will be right for them before installation, there’s a chance they may opt not to install it at all. This would prevent users from even trying the app before dismissing it. When you install your app on new devices automatically, you’ll streamline user acquisition and encourage more users to give your app a try. In the process, you’re likely to see fewer dropoffs than you would with third-party ads alone.
How to Develop a User Acquisition Strategy Incorporating a Pre-Install Campaign
If you want your pre-install campaign to succeed, you need to approach it like other types of user acquisition (UA) campaigns. To give your campaigns a direction to help build your brand, the following are some steps you can take to get started.
Set a Specific Install Target Number to Reach
Before you start with any UA campaign, you must set a clear and attainable goal for your brand. How many installs do you want to achieve, and what kinds of in-app purchase conversion rates do you want to see?
You can then establish a budget for your campaigns based on your goals. Consider what you’re willing to spend on a partnership with an OEM to achieve your goals.
Select a Device and OEM
Depending on who your audience is, you can select the most appropriate device to target with your campaign. Do some market research to find out which devices your prospective and existing users spend the most time using. Different devices attract different types of users, so consider what type of app experience you offer.
Once you know which device to target, begin establishing a partnership with the corresponding OEM. This will help you on your way to a successful campaign.
Attribute Installs to Your Pre-Install Campaigns
Using the right mobile growth tools, you can make sure you’re tracking the numbers directly associated with your pre-install efforts. To maximize the accuracy of the analytics data you collect, you should consider implementing an effective mobile marketing solution that gives you the information you need.
Measure the Results
Once you’ve launched your pre-install campaign, you should collect and analyze the data it generates. Compare the results to your goals. If you find that you’re falling short, take the necessary steps to optimize your campaigns.
For instance, you might find that you see higher conversions with specific segments of your audiences. In these instances, you might want to redirect your focus toward these segments, targeting their specific devices and locations.
Continual improvement will help you get the most from your efforts as your brand continues to grow and your user base expands. Eventually, you’ll be able to significantly increase the ROI of your campaigns as you gain more experience with them.
Don’t Neglect Other Efforts
Your pre-install campaigns might get some of the best results, but you shouldn’t depend on them alone. You’ll want to supplement it with other marketing and advertising efforts. In addition to pre-install campaigns, optimize your app store pages, ad creative and messaging, social media presence, and other assets. Doing so will create a more holistic strategy that fully uses all the channels available to you.
Harness the Power of Pre-Install Campaigns
Advertisers can experience the benefits of pre-install campaigns with the right strategy and solutions.