By: Kashmala Kamran, Head of Advertising, Demand Solutions at HUAWEI Ads MEA

Kashmala Kamran, Head of Advertising, Demand Solutions at HUAWEI Ads MEA

Programmatic advertising has rapidly become the preferred way to buy adverts. According to a report by the Interactive Advertising Bureau and Accenture Interactive, around US $98 billion will be spent worldwide on programmatic advertising in 2021, accounting for around 68% of all digital media advertising. 

And there’s a reason the stats show growth – programmatic advertising automates – thus simplifying – the media buying process, helps you reach a precise target audience, and throws-up real-time insights on how audiences are reacting or interacting with the advert.

Huawei is getting into programmatic advertising with a simple proposition: a gateway to a gigantic pool of millions of smart users who are currently underserved. HUAWEI Ads opens the door to this arena of individuals for brands, and is a real-time advertising marketplace. Brands and media companies can buy impressions from this massive audience in a top-3 ecosystem.

This audience is not only those that use a Huawei device, but also include those running third-party apps on Huawei devices, and, of course, those on Huawei apps such as HUAWEI AppGallery, HUAWEI Browser, HUAWEI Assistant, HUAWEI Music, HUAWEI Video, HUAWEI Themes and Petal Search. Brands and agencies effectively have a whole new audience opened up to them, in an environment that complies with all relevant privacy regulations.

The opportunity is not only for brands and agencies to reach the audience, but equally for app and platform developers to monetise by displaying ads, integrating Huawei Ads kits via HUAWEI AppGallery, Huawei’s own bustling, growing application source. Basically, you have the user’s attention, we’ll bring the content!

HUAWEI Ads supports a range of formats, including native, rewarded, banner, interstitial, splash and roll. The revenue-sharing model nets 70 per cent to the publisher, and in 2021, our launch year, developers will pocket a cool 80 per cent.

Pioneers on HUAWEI Ads beta are already running campaigns across the entire Huawei Mobile Services (HMS) ecosystem. These campaigns are around brand awareness, and by maximising their audience reach and growth, a whole range of marketing goals are met. These innovators also benefit from always-on attention from the HUAWEI Ads team, who assist with and track the process to ensure solid returns to the advertiser, and a positive experience for the user as well.

Early joiners to HUAWEI Ads can be part of a very interesting partner programme, and maximise their return on investment by leveraging unique incentives, track campaign performance, and detailed metrics including data on customer retention. A few titles of HUAWEI Ads Premium Partner are also up for grabs, as recognition of those advertisers who are ahead of the curve when it comes to adopting emerging, primed audience arenas.

As gatekeeper to a vast, high-value audience, Huawei recognises the importance of the experience to the end-user, and this has driven privacy to the top of the list of priorities. We work with our advertisers and brands to ensure that their content and campaigns are not intrusive, and are served to the user only within the confines of the permissions that they have provided. Yes, they can choose to opt-out at any time, or they can opt to receive content without sharing their own identifiable data by resetting their OAID, a non-permanent device identifier.

Privacy settings and opt-out mechanisms notwithstanding, Huawei promises a gateway to a significant audience that is only growing, making it a compelling proposition for agencies and brands. Keep in mind that the Huawei device portfolio is quickly expanding well beyond smartphones only, and includes users of Huawei smart TVs, tablets and PCs, and a whole host of Internet of Things devices – all of which make them part of the HUAWEI Ads audience!

If advertising is only as effective as its reach, advertisers realise that the audience ecosystem is rapidly transforming. Another constant concern is ensuring returns on campaign investment for agencies and brands alike. Publishers – app and platform owners – have their monetisation challenges, beyond the core subscriptions and access charges. 

HUAWEI Ads brings you audience Reach, Return on investment, and financial Realisation. With this promise of the three ‘R’s, only one question remains – Are you Ready?