Communicate spoke with Kashmala Kamran, Head of Advertising, Demand Solutions at HUAWEI Ads MEA to learn more about their marketplace platform called HUAWEI Ads.
Could you elaborate more on the HUAWEI Ads ecosystem? What does it consist of?
HUAWEI Ads is a programmatic mobile advertising marketplace that provides real-time bidding and instant market analysis. We offer a self-serve, demand-side platform accessible for our partners and agencies, who can execute marketing campaigns using all the innovative tools developed by HUAWEI Ads.
A major attraction for advertisers that use Huawei Ads is access to a gigantic pool of millions of smart users. As well as all the millions who use a Huawei device, Huawei Ads reaches users of 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.
How does HUAWEI Ads differentiate itself from other programmatic service providers?
The enormous user base of Huawei devices and apps is a key selling point, along with Huawei’s Open Advertiser Identifier (OAID), a non-permanent device identifier that can be used to provide users with personalized advertisements while protecting their personal information. It’s also important to note how affordable and cost-effective HUAWEI Ads is, with no fee charged for using the service currently.
While the large installed base of Huawei devices and apps is already a compelling proposition, its reach will only grow over time. Huawei’s 1+8+N strategy envisions bringing the HUAWEI Ads offering to the company’s portfolio of smart TVs, tablets, PCs, and Internet of Things devices.
Another key point of differentiation is the considerable effort we have made to build our support and services infrastructure. Our support team is always available to assist with ongoing tasks and troubleshooting.
What is the benefit to advertisers?
Programmatic advertising automates and simplifies the process of media buying. It helps advertisers reach their precise target audience and it gives real-time insights into how audiences are interacting with an advert. Through completed and ongoing campaigns, we have seen that adverts placed through HUAWEI Ads have achieved significantly higher click-through rates than the average benchmark we see in the market. All this achieved at highly competitive rates.
Advertisers and agencies that join HUAWEI Ads partake in an exceptional partner program, where they can maximize their returns by leveraging features such as unique incentives, performance tracking, and detailed metrics like client retention and more. They can also showcase their outstanding performance as a HUAWEI Ads Premium Partner.
We are sensitive to privacy concerns and ensure the adverts served through HUAWEI Ads are not intrusive and comply with the users’ stated preferences. An opt-out option prevents the delivery of personalized adverts to those who do not want them.
Moreover, we are an Original Equipment Manufacturers (OEM) channel. As a mobile advertiser, you cannot ignore the range of exciting opportunities that OEM channels provide. With smartphone access and rich customer data, OEMs support with cleaner inventory and improved targeting, which drives marketing ROIs. Right now, advertisers are not utilizing this space optimally and there is tremendous opportunity to connect with newer audiences.
What is the benefit for publishers?
HUAWEI Ads is great news for app developers and publishers, who can now opt to display high quality content in their apps running on the vast user base of Huawei devices. We support a range of formats, including native, rewarded, banner, interstitial, splash and roll. The standard revenue sharing mode is 70-30% in favor of publishers, and as a launch special, publishers are set to receive 80% throughout the rest of 2021.
Publishers can rest assured that advertising content is of high quality and not intrusive. Creatives are reviewed internally by the HUAWEI Ads review team to ensure they are high quality, appropriate, and deliver a seamless user experience. For example, we have a silent downloader, displaying a link for users to download something directly, without being redirected from the current screen.
What does the partnership with Connect Ads imply?
When we ventured the advertising business, we were looking for a reputable partner in the MEA region with the credibility and expertise to spearhead our sales and advertising operations. Connect Ads was chosen to be our certified partner. We work really well with them and believe that the partnership will help enrich and scale both our businesses.
Ad fraud has been a prevalent topic of discussion in the world of programmatic. How does the HUAWEI Ads network tackle ad fraud?
Rest assured, we take fraud very seriously. All our third party apps are thoroughly reviewed by the HUAWEI AppGallery team to ensure they meet our users’ needs. All submitted apps should be original and high quality, without any harmful or improper content. Relevant teams thoroughly review all adverts that are placed through HUAWEI Ads to ensure they meet the necessary standards for quality, appropriateness, and user experience.
In addition, being an OEM channel, HUAWEI Ads by default offer increased transparency that significantly reduces space for fraud in the digital ad space and allows us advertisers to effectively reach their target audience.