MarTech Series – Marketing Technology Insights
HUAWEI Ads, Huawei’s mobile advertising division, announced that it has joined the Malaysian Digital Association (MDA) and signed a partnership agreement with GroupM, a media investment company, in which the latter will serve as the certified agency partner to drive advertising sales in Malaysia. The strengthened relationships with the local leading industry body and advertising brand enable the organisations to draw on each other’s strengths, allowing HUAWEI Ads to contribute to the growth of the adtech industry in Malaysia.
MDA is a non-profit organisation dedicated to the growth of Malaysia’s digital economy. Joining the membership connects HUAWEI Ads with a dedicated group of digital advertising professionals, including digital publishers, platforms, advertising, and creative agencies. This will allow HUAWEI Ads to stay ahead of digital ad trends and play a role in shaping Malaysia’s digital policies and advertising standards.
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MDA also provides a platform for knowledge sharing. In early December, HUAWEI Ads has been invited to become one of the speakers at a recent MDA’s “Digital Wednesday”, an online program sharing about emerging tech in Malaysia. During the session, Huawei’s representative spoke about the multi-digital touchpoints available in Huawei mobile ecosystem that can help brands to effectively reach fresh audiences in a hyper-connected world.
Forging strategic partnerships to expand foothold in Malaysia
Besides participating in the industry association, HUAWEI Ads has also inked a partnership with GroupM, the parent company for top digital agencies such as Wavemaker, Mindshare, Mediacom and m/SIX. As a “HUAWEI Ads Certified Agency”, GroupM and its agencies will have exclusive access to the inventory options available on HUAWEI Ads in Malaysia.
“GroupM is one of the most renowned brands in the digital advertising field with strong track records and market share. The partnership will allow us to expose our differentiated ad solutions to GroupM’s current and potential advertisers,” said Rei Xiao, director of Malaysia Huawei Device Ecosystem.
HUAWEI Ads was also a Titanium Sponsor at SourceCode 2021, GroupM’s annual conference addressing the latest digital marketing innovations, challenges, and insights.
Xiao stated that the mobile era’s growth has reached a plateau during the conference, with app usage and MAU peaking at about 5 hours per day and 1.55 billion, respectively. On the other hand, user acquisition costs have increased three to fivefold in the last five years, posing a challenge to advertising effectiveness.
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“According to ResearchGate, at the end of 2025, averagely each person will own more than 9 smart devices. Data is all around us, accumulated across a variety of platforms. However, the fragmentation in operating systems cause barriers in cross-ecosystem sharing, data exchange and incompatible capabilities; leaving us a large pool of data which is scattered and messy,” said Xiao.
“In mobile ad scenario, HUAWEI Ads is aiming to bridge the data connectivity and minimise its complexity to provide precise reach and more intelligent ads distribution. This is made possible with Huawei’s all-scenario 1+8+N strategy.”
Under the ‘1+8+N’ strategy, the smartphone serves as One (1) centre, and Huawei’s ecosystem partners connect across Eight (8) supporting devices to create a fully-connected IoT environment consisting of Endless (N) services is a key advantage for more cohesive data.
“Built upon Huawei’s established ecosystem, HUAWEI Ads is leveraging the synergies between Huawei’s devices, native apps, open capabilities and over 33,000 third-party app media integrated into its network, to connect the data dots across various smart devices and apps, and helps advertisers reach out to more than 730 million global potential customers on its mobile ecosystem,” Xiao concluded.
New ad features such as in-app bidding and contextual ads will be introduced globally to meet growing advertiser needs. HUAWEI Ads is also actively in talks with other respected media firms to form more strategic alliances and expand its position locally.
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MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism, expert author blogs and research reports.
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