In the MEA telcos do it the Huawei
It may be banned from Western Europe’s core mobile technology stack, but Chinese state vendor Huawei has a genius for winning hearts, minds and the bed rock of the Middle East and African culture, as a recent report into mobile monetisation has revealed.
Huawei’s advertising system Petal Ads has introduced a thoughtful and original Ramadan Ad Campaign bundle designed to help mobile network operators and their partners in business and branding to reach a highly targeted audience throughout the holy month. Petal Ads is increasingly becoming the default choice of mobile ad platform for publishers, advertisers and marketers who want to reach wider and further into existing and emerging audiences. Huawei, according to Gulf News, has a long history of tuning in to demand in local markets and satisfying customer expectations.
During the Ramadan period of 2022 the Middle East and Africa (MEA) region’s total user ‘traction’ surged by 53%, according to a survey conducted by AdColony in the United Arab Emirates (UAE). The study found that 63% of people prefer using apps to shop during Ramadan and 66% of respondents said they have bought products after seeing the advertisements, which shows the popularity of mobile apps. In-app shopping habits have become mainstream in the Middle East and Africa and e-commerce merchants have already geared up and are ready to increase their orders. In addition, as a result of last year’s Ramadan’s campaign launched by Petal Ads, advertising investment in the region grew by 447%, while the number of active advertisers has doubled-up.
Now, the 2023 Ramadan Ad Campaign from Petal Ads enables all businesses and brands to better their advertising experience. For a limited time only, Petal Ads offers a special Ramadan package throughout the period of Q1 2023. By taking advantage of this offer, businesses and brands have the opportunity to differentiate, with premium, exclusive ads spots on Huawei’s own media, like AppGallery, Huawei Video, Huawei Music and Petal Search. Each of these has at least 100 million monthly active users. Petal Ads’ can target users by location, demographics and interests, while respecting privacy and consent in consuming Ramadan related content.
In addition to Huawei’s own media, Petal Ads provides extra coverage within the major third-party apps and media in the MEA region. As of December 31, 2022, Petal Ads has cooperated with advertisers spanning 200 industries, with 53,000 apps worldwide having integrated Ads Kit. AppGallery will also launch a Ramadan Special Collection, showcased under the Featured Tab, offering users quick access to Ramadan and Eid-related apps. By creating an AppGallery Campaign assignment, advertisers’ apps will be displayed in this collection within their respective categories and ranked according to the bidding.
“Petal Ads is constantly helping businesses connect more effectively with users, during the month of giving by offering a unique audience and using advanced targeting,” said William Hu, MD of the Huawei Consumer Business Group, Middle East and Africa Eco Development and Operation. Affordable and adaptable adverts that target different markets and prioritise user privacy tend to treat customers with more respect and that is a good foundation from which to apply the latest AI, machine learning and big data, said Hu. Meanwhile, most mobile advertising in Europe continues to be invasive.
Petal Ads helped online streaming service Viu delivers premium content on-demand, connect with a larger audience and achieve 47% business growth on the Huawei Ecosystem in a single year across the MENA region.
Petal Ads also supported cross-border mobile e-commerce platform ChicPoint’s launch campaign in the Gulf region of Saudi Arabia, the United Arab Emirates and Kuwait. A suite of promotional features on AppGallery, including feature cards, top banner cards, and rankings, has boosted their organic downloads and increased their monthly revenue by 40%.