Marketers have had a difficult few years with the pandemic altering many businesses’ operations and, as a result, how they communicated with their customers. For example, brick-and-mortar stores that expanded their services to include eCommerce have evolved to a contactless experience and must find a messaging strategy to match. With over 218 billion app downloads in 2020 and over $143 billion in consumer spending, time spent in apps grew 20% year on year. In-app purchases soared as consumers discovered new and more convenient ways to buy online.
This has been a massive boost towards the Adtech journey in the MENA region. Because of the emphasis on digital content and the desire to provide better and more relevant experiences, Adtech and Martech are beginning to converge. The convergence has the potential to assist digital marketers in creating more engaging customer journeys. According to the Mobile Marketing Association (MMA), 2 out of 3 MENA marketers say they have adopted a mobile-first approach with their marketing strategy. The report highlighted that habits and brand strategies have evolved during the pandemic period, However, conventional wisdom continues to prevail, with 65 percent of MENA marketing professionals focusing on brand awareness when marketing via mobile.
Adtech with the edge
In this day and age, businesses must form alliances with Adtech firms. Ad agencies have learned how to use customer data to meet that demand. They make the most of their resources by getting the most bang for their buck. To understand Adtech solutions, one must familiarize themselves with the two key types of advertising that are currently the most popular among marketers: Programmatic and Omnichannel advertising. Programmatic advertising reaches out to specific audiences. This is in contrast to traditional advertising methods such as billboards or television commercials. Programmatic media buying is also very cost-effective. It only targets customers who fit the target demographic. To reach customers, Omnichannel advertising employs all forms of technology. This marketing strategy incorporates mobile, video, desktop, and other platforms. It investigates how customers interacted with the brand. Digital advertising will reach them regardless of their methods.
The Huawei promise
Huawei guarantees access to a large and expanding audience, making it an appealing proposition for agencies and brands. Keep in mind that Huawei’s product range is rapidly extending beyond smartphones, with users of Huawei smart TVs, tablets, and PCs, as well as a variety of Internet of Things devices, all of whom are part of the HUAWEI Ads audience. Advertisers can use app behavior tags to extract insights from a full lifecycle of data across different applications to examine user behaviors with consumers’ consent. This is where Huawei’s Data Management Platform (DMP) comes in to help advertisers continuously improve their ad delivery and targeting while ensuring that the right user sees their ads. HUAWEI Ads provides the open advertising identifier (OAID) to deliver personalized ads for users while protecting their privacy. OAID is a non-permanent device identifier provided by HUAWEI Ads Kit. It is similar to a universally unique identifier (UUID) generated based on Huawei-owned algorithms.
For better or worse, mobile technology has become a fundamental part of the human experience—even more so than it was pre-pandemic—presenting a dynamic mix of possibilities, innovations, and difficulties in the process. Advertisers are in a data-driven struggle for market dominance. Although their own data allows them to better understand current customer interactions, they also need to see the larger picture and take a more holistic view of the competitive landscape. HUAWEI Ads supports a range of formats, including native, Rewarded, banner, interstitial, splash, and roll. We offer a variety of bid types (CPM, CPC, CPI, and the newly added CPCV) from which to choose. AI models such as Remarketing and Lookalike allow you to adjust ad delivery strategies in real-time. The use of OAIDs for unified attribution makes evaluating ad performance much easier. Ample traffic sources from massive entries increase your chances of converting users in a variety of scenarios. For comprehensive user profiling, informative and personalized tags are available.