Huawei Ads - All About Quality

and we're going to continue to talk about how to make your game a super impression a superstar in its own right so next up we understand about reach and engagement and yusuf alcara uk company head of huawei mobile services is going to tell us how to nail both right because we're going to get a crash course in huawei ads and the exciting opportunities and possibilities to engage millions of device users in ways that they like and appreciate and i have to say after a lot of work from home and seeing teaching at home you have developed quite an appreciation for educators i understand yusuf um absolutely and we can't wait that's all our educators absolutely and i was going to say we can't wait to learn from you yousef so i will hand it over to you and you're going to

tell us about huawei and all about quality so i'll hand it over to you thank you thank you all right so good good afternoon everybody my name is youssef alcara and i am a uk country head for huawei mobile services i'm delighted to be here today at poker gamer it's uh you know great to be here uh among so many uh you know subject matter experts and i'm going to talk to you today about our new ad platform who are we at and i'll be sharing some insights on how you can use this this new marketing platform to find new high-value users and gamers in europe and the middle east in china and we're also going to look at how you can generate additional revenue with our uh publisher solution uh while we ask it uh be sure to stay until the end of our uh talk as well because i'm gonna be uh sharing with you at the end of our conversation a few ways to get uh you know free trial credit on our platform so you could get started with specific programs and i'll i'll close with that and leave you with

a few uh good ideas to uh to to reflect on um so this is our agenda for the next 25-30 minutes how to grow with huawei ads we're going to talk a little bit about the app marketing landscape it's changing fast and this does have an implication on how we do business uh why huawei ads publisher opportunities advertisers opportunities and then how to get started practically with our programs and our child uh credits and so firstly you know the app marketing landscape and and this is really important to to start with because we are we are going through some very turbulent uh times in in in digital marketing lots of changes and when we talk to our customers our clients on our partners we hear a lot of questions and comments on these four topics privacy aso 5g and gaming becoming more social so all these are really important questions and we identify them i i identify them as really major trends out there and we're very happy to have a

dialogue with with our partners and clients about that and give them advice about this so very briefly on this occasion i'll just mention a little bit what what is really uh essential in each category uh first in in app user privacy we've seen we've seen a number of new laws and policies come into place that give people more control over the ads they can see and they want to see and this also means that we've seen a shift from the uh from the opt-out cons consent model to more opt-in models where people opt-in to give permission to to have their data shared and uh you know and and collected and um you know the major implication of this is that a lot of ad platforms are less able nowadays to collect data to track users and also to track them across applications which is really essential and a lot of the ad networks as a result of as a result of that are losing some efficiency and it's getting harder to profile and identify uh you know user

profiles as you used to in the past so what what marketers are now being faced with is really to think very hard about that and and you know the opportunity that they can see is that first first-party data data collectors or are really those who will be winning on the long run because you know collecting first-party data is is actually more compliant and you know very valuable and you know this is really a competitive advantage um so really this is about uh privacy and regarding aso app store optimization again this continues to be a very competitive area and uh you know app stores are very very crowded places and it's very hard for uh you know mid-size or independent developer to stand out out there and and really be visible with your application and your solution um so in addition to the you know if you come if you compound that with the restrictions on privacy again this this makes really the the job

of of developers harder and harder um on 5g this is really an enabling technology fantastic it's going to it's going to allow us to have higher connectivity speeds lower latency we're going to be able to move data faster between devices and between devices and cloud so lots of opportunities here to have richer content in games and richer experiences and uh of course this eventually will also have uh implications on you know more multiplayer games more streaming and of course this means more social gaming and you know if we reflect that about these trends and the implications on advertising well there are there are massive massive changes in there and the best advertising is is really the one that blends with whatever the user and the gamers are doing and you know we're gonna have to think and reflect about all these to really make sure our advertising continues to be relevant continues to be welcomed by users and actually have a good impact uh on our business so what is our uh what are our

recommendations broadly speaking we talk as well to our to our partners we we we come out with three recommendations basically and we say you know embrace privacy-centric marketing it is the future we're already in it and uh it's the best way to build you know trust-based transparent relationships with with the users and you know have to have good branding so this is now part of every strategy every every platform strategy and every campaign strategy um the next thing is you know be more targeted and focused in your segmentation again we talked about how crowded some platforms are and how hard it is to stand out so really nowadays the campaigns that are most successful and those that are more targeted on a specific audience you know they work harder to figure out who is their audience how to talk to them their own language with call to actions that not only you know give them an idea for something they want to do next but also to really help identify the help help self-select

and identify the right uh the right user to to come forward um so that's the second thing and the third thing is really diversify your your channels and your ua strategies because um again in this crowded environment and in this environment that it's overheating a little bit where you know it's getting more and more expensive to do the sort of campaigns we did in the past you're gonna have to try different things try different routes to get to your audience there are different ways that you can engage with the same groups of people and and some of these routes may be less crowded less expensive and you can have better roi so this is really what we uh advise our users and uh or our clients and our partners and what we add really plays to these uh you know due to these directions into these strengths so while you you reflect on all this and try to you know bake that into your strategy it's also important

and to think through how many any of your current users are or huawei device device users and uh you know what are you doing for them are you uh are you really you know having something specific uh you know to to target them um there are today more than one billion connected huawei devices out there and you know the odds are many of your user will have one or more of these devices uh so these are some a few kpis from from 2020 you can see huawei is later in a number of areas from smartphones to wearables you know laptops headsets iot uh and so all these areas are areas where huawei has invested a lot has a massive installed base and this trend is going going to continue yes so i was talking about the large installed base of huawei devices out there there's probably more than a billion device

connected devices out there uh focusing on on smartphone really we have more than 700 million you know huawei device device users out there 83 million of them are mnp series users those are our are high-end devices so those are very important for us because they're very engaged with the brand and the ecosystem and they're very sought after um and huawei is also uh today today you know huawei has more than more than 25 26 market share of the 5g enabled uh smartphone and that's a very important kpi for us to share because those are going to be the dominant uh you know type of devices in the future and to the right you see some research uh from the news of global gaming showing the progression and the evolution of the 5g enabled devices over time that's the blue bar going up to 43 in 2023 so that's something very relevant to us and to to everybody in the gaming business out there and

something we're paying attention to um the second big reason why you want you would want to consider huawei ads you know beyond the size of the audience and the number of connected devices that second reason is app gallery app gallery is the app distribution platform of huawei it's um it's meant predominantly to serve uh huawei device users but not exclusively and it was set up in 2018. now over the last few years it has grown in size and strength it's become a vibrant ecosystem with no less than 540 million monthly active users growing year on year by 32 in europe the number of users is 42 million but the growth rate is double at 61 there are today 2.3 million uh developers working on app gallery and uh 300 000 are out are outside china so those are developers who

you know develop for app gallery and and have games and apps in there uh there are as well uh 384 billion downloads and that's that's uh 83 uh growth here on here so what these numbers show you is not only the size of app calorie but the great positive momentum that this platform has and again this is really something to consider if you if you're looking for a great place to meet huawei users and communicate with them this is probably the the place for you so how are you serving huawei device owners uh at the moment uh are you are you sending them to your traditional uh app store another app store uh where they cannot uh download an app for example or are you ignoring uh you know their value all together uh because you don't have a specific strategy or could be both but in any case what we want to do today is offer you tools uh for you to connect and engage with

huawei device users in a way that they like in a way that they respond to positively so you can unlock that potential for your business and this is the uh the overview of the architecture of huawei ads so what we add is an end-to-end platform from publishers to advertisers and on the left-hand side you've got the publisher section the ssp the ssp platform you will be familiar with that uh we have thousands of uh of apps already integrated you know many of them are also our own apps the huawei apps um and developers who come to us who discuss with us integration they obviously have inventory that they want to promote and sell they're looking for a very good uh fill rate for very good ecbm and we offer them that as much as possible then on the right hand side you've got advertisers you can have standalone advertisers who want to promote one or a few apps that they have or marketing agencies who

uh who work on behalf of you know bigger bigger customers they have marketing goals they have budgets and again we like to discuss with them how we can help them get to their targets and you know the dsp is there for them to create their campaigns it's a programmatic platform it enables them to create and manage their campaigns and to end in there and i'll show you a little bit more about that in the next section what i also want to call out about huawei ads which is really important is the data management platform that module in the middle um that is a module that helps us harness the power of big data because we have a lot of data about users about um you know the devices and we we use that we use that to really try and uh help the targeting and the segmentation of the campaigns and a lot of these um a lot of these dmp features are standardized on the dsps we have tags that anyone can any any advertiser can access and use but we also go the extra mile with our with our customers and we we do a lot of

customized profiling uh because we really want them to to succeed and and target and engage the right set of users so that's in a nutshell uh huawei ads as a as a platform um i'm gonna now talk a little bit about the publishers then the advertisers so we see both sides of the uh of the platform and and you know what whatever what every site wants and what we offer each uh for the publisher side well the opportunity is uh you know it's real uh it's uh it's an it's a it's an incremental revenue opportunity uh for those who want to monetize their inventory integration with huawei ads is is easy uh we have a competitive revenue sharing model and uh we offer also quality ads uh on our networks you see the experience of ads is of high quality and we have a lot of strict policies and compliance in place um to start monetization it's a very simple four-step process uh you've got your app

on an app gallery you go to the publisher.com console you add it you select an ad format and an ad unit you integrate the sdk and you test it most developers will tell us that this is a three-hour process so not not very complicated and then you release it and you start you know expecting the revenue so a four-step process that by and large you could you could plan for for a day and it's a very well uh very very much worth uh worth the effort uh the the revenue sharing model i talked about is very competitive on huawei ads in 2021 we offered 80 20 uh you know revenue share typical industry sharing models are around 70 30. so that's uh you know very competitive or very competitive in this respect and finally in terms of the content quality of the content if you have a huawei device or if you you know you can see however device uh that a friend of yours

has have a look you'll see the quality of the ads and the creatives on there those are ours but they're also third parties of course and they are of the same standards and as i said we have a an approval process in place we make sure uh the rules are uh you know respected and very very much uh complied with uh so we keep the standards very high so that's literally for the for the publisher side side a simple but real opportunity and we're very much happy to help you through that process and make it as easy and seamless as possible an example for you just to to reflect on this is a good case study of better.com a popular weather app in germany actually number one over there they integrated with us recently and you know their kpis are you know as shown here 20 to 12 million monthly active users three million daily ad requests uh 80 to 90 percent uh fill rate and uh 2.9 euro average ecpm so that's a that's

quite a successful revenue proposition uh for you know for a popular uh app weather app uh in germany and there's no reason why you know anyone who has a popular game with a good with a good with good traffic cannot cannot monetize it in the same way um advertiser opportunities this is our next section and it's a very important one as well uh again when we when we meet uh advertisers be it uh cps developers who have their apps or marketing agencies we're very much aware they have a marketing goal in mind and it can be a very different goal from a client to client someone to raise awareness uh you know do branding activities other ones other others want to acquire users pay users it could be their game or perhaps you know in on an e-commerce website or they have an installed base already in their games but they want to monetize it they want to really get more people active uh in the game or finally they could be a mature game that has an existing user base and they

want to retain that user base prevent churn and reward uh loyalty right so we can see a number of configurations there and we try to offer solutions and tools for every uh for every type of request um and we tell and we tell our clients there are three strengths three three strength uh to huawei ads that they can that they can consider uh as they make their choices the first one is the you know the access to that massive audience that massive huawei device user audience and the precise delivery tools that we have for them the second one is the placements they're powerful they're broad we have a lot of variety in the type of placements from from games to third-party apps to our own apps uh an app gallery itself so a lot of places where you can you know meet those users interact promote and and have uh you know a great engagement and thirdly a performance perform we're performance driven result uh platform so we offer as well uh you

know app tracking solutions and uh conversion conversion tracking so that you could measure the roi of your of your activities and also optimize for that and i'll show you i'll show a little bit more about each because those are three big sections that we always go through with our clients and we help them understand the tools that we have uh for each um but first about the audience you know we talked about those big uh massive user numbers um and it's very often the case that when customers come to us again they have an expansion project they could be they could be a big big developer in the states wanting to expand to europe uh and beyond that to different regions so they come to us and they look at the traffic so this is a breakdown of our traffic by region where uh um we typically present that in five sections mena and europe come on top with each about a third then russia a big country then apac and that's very convenient for for segmentation europe is of very great

interest to a lot of regional cp's and again they they plan expansion country by country and again we do the same breakdown for europe so this is what the breakdown of our traffic looks like uh in europe uh you know uh ranking uh from from top to bottom you've got turkey germany italy france spain romania uk those are top countries and again very often developers might plan expansion in one country at the time or multiple countries at a time and we work with them in this respect we talked a lot about the mate 10p series users and i want to say something a little bit more about this here again they're very sought after because of their engagement with the huawei ecosystem and what this means is um you know they they use their devices a lot they have a lot of apps and a lot of games they use them a lot they spend a lot of time on them they're an app gallery all the time but they also use other services of our ecosystem they could have a music subscription they could be books

they could they could watch videos uh on their devices they could have you know backup storage they could have you know they could buy themes from our collection so all these things make the interaction very very loyal and you know all these also give us a lot more opportunities to connect with these users and they will often give their consent uh of course to be uh to have to receive personalized advertising and this is when we can plan campaigns in a very very effective manner okay uh yeah and this is an example for the uk when i talk about the mnp series this is exactly from our data directly from our data management platform nearly 2 million users in the uk and that's exactly what we show our clients when we start the conversation with them uh and there are six ways to target uh this audience six type of tools in uh huawei ads uh i'll run through them very quickly just to just to show you the diversity of tools that are up to at your disposal um you've got uh you've got customer

tags uh which are um standardized rules in the platform you know to select people based on uh normal attributes like type of device region what apps they use etc smart extension is a type of look-alike platform look-alike feature that will you know select more audience members based on a seed or sub-segment of very successful profiles that you've selected customer lists are anonymized user lists that you can upload directly remarketing is classic remarketing based on behavior if someone has made payments or used a certain app retargeting again is based on the historical behavior of someone and finally a combined audience is just a combination of the above of the above features the powerful placements that we talked about so once you have your audience and you're targeting uh them with these uh with these tools uh you know what what placement do you select well you've got three choices and

three channels the first one is the programmatic display which is um just a general display network across apps and games and and devices and you can promote apps and you can promote web campaigns and you have a number of attribution models so this is a general display network then you've got app gallery which is specialized in in app paid promotion and the attribution model is there is cpd only and finally you've got the search network which is relatively new for us uh we we are promoting patent search our own uh search engine and again uh this is where you can use hot words and keywords to really uh promote your your app if you know very very very accurately what your news users are looking for so i'm going to show you i'm going to show you a little bit what each of them uh look like and uh you know we can we can see that the difference between between each this is the programmatic display network you can have you know as many as many as uh these are the type of uh formats that you can use splash banner

reward interstitial native uh again you promote web and app download or app engagement campaigns the bidding models are often cpm if it's awareness cpc if you want to have certain action cpi and cpa if you have if you want you know more sophisticated installer activation kpis and that's really broadly broadly available the app can repaid promotion network well gives you access to these type of placements you know like on the left you have the the recommended apps folder uh which is a folder where uh we make recommendations uh for people who who come to app gallery for the first time and they may see this folder and we will be happy to download one or more of these recommendations that's very very popular very good conversion rates category rankings so new apps we love new games we love very strong editorials they influence user behavior and again we get very good results with this and to the right we've got uh you know the the app gallery uh search functionality and again again

if you know what your users are looking for that would be very very effective uh the the search function that the search network uh metal search again gives you access to more sophisticated search uh search uh placements uh you can have the classic app search or news box keywords shopping shopping feeds and brand boxes so all these are the variety of of ways of presenting your information to users and having a very good very nice user experience the building model is cpd a cpc sorry and the audience is selected by by keyword bidding or product feed all these channels have one thing in common which is the seamless app install feature this is a feature that enables uh app download ads to really they enable the download of the app without the user leaving the page and this provides a very nice very nice experience and we can do this because huawei ads and app carry are very tightly integrated

and as a result you can see ctrs these are from our own studies ctrs improve much more conversion rates are higher and acquisition cost is is lower uh one thing as well when we when we start uh you know a relationship with a client one of the first thing they ask us is you know what kind of formats do you have on the platform and we have the standard formats those are examples over here um you know they all serve a certain purpose banners can be sometimes you know affordable good deal a very popular splash or very impressive uh native are very you know seamless the game or an art gallery and they have very good results videos as well are very popular so you can combine one one one two or three or more of these these formats and create a good good narrative for your campaign uh tracking results and app tracking well we have um a number of app tracking solutions to track what happens after a user clicks on on an app on an ad

and uh you know this is important for us as well to have to offer provide good rois uh we integrate with the standards like uh apps caps fire adjust for java singular cismeg so those are already integrated and we have a few more in the pipeline um and we also offer a free landing page creation tool called venus uh to help also um those who need to create a landing page uh and connect out to the uh to the campaign as well uh i wanna show as well you know one case study from a recent case study from aliexpress who ran a five-day campaign using using search and again it was a very popular campaign achieving good incremental revenue and what they used is a combination of hardware configuration top searches as you can see here in these images if you own a device you may have seen it you may have been exposed to it and again it was a very popular campaign uh again it shows the power of if if you know what your customers are you are looking for at a certain time or a key buying period

then you know you've got the tools uh for that um and lastly on the section of advertisers i wanted to show some of the big globals who work with us in in china those are businesses who have given us their trust over there and obviously in china huawei has a little bit more mature and bigger than in europe but here as well uh you know we hope to connect with you and show you that we can do the same uh for your brands as we did in china with these so to get started practically how do you get started with huawei ads well it's very very simple depending on whether you're uh an advertiser who wants to promote one of you one of one or a few of your own apps or whether you're an agency we have two different tracks i will guide you through that you can create your account uh get uh get proper training get proper activation you get your trial amount as well depending on whether you're a direct advertiser or a partner or a certified partner you can get a different trial amount and you can start planning your campaign

and optimizing them so direct advertisers are those who promote their own ads partners and certified partners are marketing agencies certified partners being those with probably bigger revenue and bigger bigger business space um so we will guide you through that once you you have you show interest and we will make it as seamless as possible one thing that we focus on a lot in our team is customer success and when we have cps or agencies who join us we really want to be sure that they make the most of the tools we offer them so we we make you know we make the process of joining app gallery as seamless as possible then the onboarding as well we work hard with them to share with them their knowledge our knowledge of how to work on the platform and most importantly we stick around we stay with you when you're trying to optimize your first campaigns and we give you the advice and we share the best practices that we have from our own trading experience with who are we as we share that with you so you get up and running as fast as possible when you

discover what are the best slots for you in terms of traffic what are the best ad formats call to actions uh user profiles and segmentations etc so you need to customize all these tools to suit your business and we spend a lot of time uh in this period just to make sure that you are up and running successfully if you're interested in learning more about huawei ads there are a number of resources available out there uh our developer uh website uh our website water mobile services and you could create an account as well by yourself or reach out to us that will help you do it and you can start you know just trying it and have a first experience um again uh the best way to get started is to reach out to us and we welcome every uh every query and every every contact you can email me directly after after the presentation or the event and i'd be very happy to talk to you more about how you can get started that qr code is the qr code of

our playbook again it's a document that talks a little bit about the the same things that i presented today but maybe a little bit in depth and uh with a more technical angle for those who are uh more interested uh with this i thank you very much and that was our talk uh today about huawei that's and i want to thank you very much for that informative talk i was live tweeting most of the time i know you're not taking questions at this point but uh i was seeing some people sort of ask and social around the um the case studies you were sharing is there going to be uh i imagine a deck or maybe they should just go to your website and check it out am i correct absolutely in the playbook that we have the document that we have has a number of case studies with us as a little bit more technical or uh you know quantitative data excellent i will take a look at that actually i've been hearing so much about

your company thanks so much for your talk and we'll be moving on thank you everybody