In-app advertising is the new hot spot for modern advertisers, by HUAWEI Ads’ Kashmala Khan

by Kashmala Khan, Head of Advertising, Demand Solutions at HUAWEI Ads MEA

App consumption has increased tenfold in recent years. Nowadays, we open mobile apps more than we open refrigerator doors. Amidst restrictive movement, the mobile industry has successfully risen to the challenge presented. Consumers have shifted to apps for food delivery, fitness, finance, shopping, connecting with family and entertainment. PWC’s Global Consumer Insights Survey highlights that 44 per cent of respondents said they had placed an order using a mobile app, more than the global survey average of 38 per cent – regional mobile users clearly prefer an app experience.

In addition to the e-commerce boom, entertainment apps – music and video streaming or gaming – have increased exponentially and presents a massive opportunity for advertisers to leverage. Approximately 100 million people in the Middle East use mobile gaming, and there was an increase of 141 per cent in the number of unique users of streamed video content in the Middle East and North Africa (MENA) region in April 2020 post the Covid-19 lockdown measures. Driven by the ease of use and convenience, consumers have adapted to new forms of mobile activities, and we see this trend sustaining as the demand for mobile interfaces for other activities continues to increase.  Every individual uses mobile: the usage or any additional customisation is based on the preferences and habits of that individual. This makes customisation and personal advertising more ideal for in-app advertisers.

From brand promotion to learning more about your consumer base, there’s almost no limit to how much benefit you can get from them. Mentioned below are some of the reasons why in-app advertising works so well.

Effectiveness of in-app advertising:

In-app advertising has proven to be an excellent monetisation strategy for mobile publishers, where app developers get paid to give out spaces in their applications to paying companies. Whether you play a game, make an online purchase, or check social media, adverts run on some corner of the app. This has made in-app advertising a pivotal marketing channel for brands and agencies.

Precise in-app ad targeting:

Using precise first-party data processing and an intelligent system of user tags and recommendations, data management platforms offer advertisers an efficient way to reach their desired audience that is both privacy-centric and outcome-driven.

Tracking users in-app:

Each mobile device has a unique device ID which helps advertisers identify active users in-app environment. Moreover, if users opt-in, device IDs have a 21-months shelf life, 630 times longer than average cookies on the web. This helps to provide accurate people-centric targeting as mobile devices are personal user devices.

Unified display forms for consistent visual experience:

The combination of native ads and programmatic is impactful and supports advertisers in providing better brand experiences for users across screens. Smart-Banner solutions allow advertisers to upload a single asset of the pre-defined dimensions, and then the system will automatically match hundreds of requests from devices and optimise the ad units accordingly.

To learn more about how HUAWEI Ads can support you reach out to us on [email protected] or download the HUAWEI Ads playbook here.