For mobile game and app publishers in Türkiye, the 2026 user acquisition landscape presents a familiar, albeit expensive, challenge. The duopoly of traditional social and search platforms is becoming increasingly saturated, driving CPIs up and squeezing ROAS.
As we enter 2026, a “Third Pillar” of growth has emerged: Mobile OEM Advertising, a scalable, fraud-free alternative.
To help marketers navigate this ecosystem, AVOW has released the Mobile OEM Advertising Guide 2026. It offers a blueprint for accessing the untapped potential of the world’s leading smartphone manufacturers, including Samsung, Xiaomi, Huawei, OPPO, Vivo, Transsion, and Honor.
Why OEMs Matter for the Turkish Market
Türkiye remains a critical battleground for mobile growth, with smartphone penetration nearing 97% and a population of over 86 million. For UA managers targeting this region, understanding the OEM landscape is crucial.
According to recent 2025 data from StatCounter and IDC, the Turkish mobile landscape is heavily dominated by Android OEMs. While Apple holds a significant share, the combined might of Samsung (~19-20%), Xiaomi (~13-14%), Vivo, and OPPO represents roughly 50% of the entire market.
This means that for half of the Turkish mobile population, the most direct path to user acquisition isn’t through a social media feed, but through the device itself.
The Mobile OEM Advertising Guide 2026: What’s Inside?
AVOW’s new guide serves as a blueprint for tapping into this untapped inventory. It moves beyond simple preloads to explore high-impact formats that capture users at every stage of their mobile journey:
- Dominate the “Minus-One” Screen: Learn how to place native ads on the discovery dashboard located immediately to the left of the home screen—a prime spot for reaching users in a “lean-in” mindset.
- Dynamic Preloads: Discover how to get your game installed on a user’s device during the initial setup phase, securing a spot before they even open an app store.
- Alternative App Stores: With Xiaomi’s GetApps and the Samsung Galaxy Store reaching millions of users, the guide shows how to run search ads that capture high-intent downloads at a fraction of the cost of traditional stores.
Benchmarks That Beat the Duopoly
The most compelling argument for diversifying into OEMs is efficiency. Data from the Mobile OEM Advertising Guide 2026 shows that apps running campaigns through OEM channels consistently achieve approximately 30% lower Cost Per Acquisition (CPA) than traditional channels.
Furthermore, because these placements are native to the device, they drive higher retention. The guide highlights success stories such as:
- Funvent Studios: The gaming studio achieved a Day 7 retention rate of 8.5% through OEM partnerships.
- Exness: A fintech app that achieved a staggering 1000% ROAS by targeting high-value users in emerging markets.
The Verdict
As mobile ad spend in Türkiye continues to account for nearly a third of total digital advertising, the fight for visibility will only get harder. The Mobile OEM Advertising Guide 2026 offers a proven roadmap to escape the rising costs of traditional networks and build a sustainable growth engine directly on the devices your players use every day.
Access the AVOW Mobile OEM Advertising Guide 2026 here
