Huawei launches ads business in Africa, Middle East

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Huawei Mate 20 Launch
From left to right- Huawei's Head of Marketing Communication, Nakhulo Khaimia, Steven Li, Huawei's Head of Eastern Africa Mobile, Susan Wong Editor,Capital Lifestyle and Derrick Alenga, Training Manager during the launch of Huawei Mate 20 Pro into the Kenyan market.

Huawei Mobile Services (HMS) is expanding its advertising business to Africa and the Middle East. 

HUAWEI Ads is a supply-side and demand-side, real-time advertising marketplace through which media companies transact ad impressions with accountability, using programmatic technology, and includes a monetization tool for app publishers. The beta version of the service is currently available for advertisers, media buying agencies, and app publishers.

With the service now available in the two regions, including Pakistan, advertisers can reach an untapped pool of users. These include users of Huawei apps and devices and third-party apps.

The tool also enables publishers to achieve higher fill-rates and eCPM (effective cost per thousand impressions), with the potential to increase revenue through yield management based on their ad stack strategy. Complementing this feature, the self-serve demand-side platform (DSP) uses programmatic technology to empower agencies with a powerful tool for their clients’ marketing campaigns. 

Clients with access to the beta version are currently running ad campaigns across the exclusive inventory of HMS by integrating HMS Ads kits via HUAWEI AppGallery, which is the firm’s official application store. Through this advertising platform, customers can efficiently carry out brand awareness campaigns, maximize user reach, user growth, and reach other marketing goals.

Advertisers and advertising agencies that join HUAWEI Ads can partake in an exceptional partner program, where they can maximise their returns by leveraging notable features such as unique incentives, performance tracking, and detailed metrics like client retention and more. They can also seize the opportunity to showcase their outstanding performance as a HUAWEI Ads Premium Partner.

“Advertisers are focused on how to better promote their own brands by harnessing the potential of programmatic technology, which enables them to be more visible as they target their preferred audiences and customers more effectively. The publisher’s goal is to increase revenueby having a tool that can maximize yield through robust bidding mechanisms, ultimately allowing for better monetization of their inventory and higher returns on advertising spend (ROAS),”  Adam Xiao, managing director of Huawei Mobile Services in the Middle East and Africa, Huawei Consumer Business Group, said. 

Though the platform provides the opportunity to service this large user base with technology, the firm says this will only grow over time.

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