This conference aims to use experts to decode new trends in the performance marketing market, interpret the new advantages of Huawei's marketing resources, and analyze successful cases, striving to achieve full-scenario intelligence and thoughtful touch in the future market.
The conference attracted the participation of outstanding companies from various industries such as Baidu, Alibaba, Sina, Sohu, iQiyi, and Youku. Huawei and Yundong Times joined hands with partners at this conference to jointly explore smart marketing methods for new businesses and set sail against the trend.
Decoding the new form of performance marketing and intimate touch
Lin Jie - Director of Huawei Consumer Cloud Service Open Platform Department
At the meeting, Lin Jie, director of Huawei's Consumer Cloud Service Open Platform Department, gave a detailed introduction from two aspects: Huawei's terminal vision, strategy and image, as well as Huawei's smart terminal users. He pointed out that Huawei is the world's leading provider of ICT infrastructure and smart terminals, and is committed to using the digital world to build a smart world where everything is connected.
Huawei provides customers with competitive, safe and reliable products, solutions and services in the fields of communication networks, IT, smart terminals, and cloud services. It insists on continuous innovation around customer needs, increases investment in basic research, and accumulates experience to promote world progress.
Huawei's global brand influence continues to rise, ranking 72nd on the Fortune Global 500 in 2018 and 12th on the Global 500 Most Valuable Brands in 2019. It has won the love and trust of consumers. Strategically, we are committed to creating an intelligent terminal experience entrance, while implementing dual-brand operations to impress diverse target groups with tonal differentiation. In the market, it ranks first in the Chinese smartphone market share, accounting for 29%, and has 300 million domestic monthly active smart terminal users; in 2019, it ranked second in the global smartphone market share, accounting for 19%, an increase of 50%. Its smart terminal domestic monthly active users are 300 million (domestic female users exceed 100 million), mainly high-quality users with high education, high income and high consumption, covering high-end people in all tiers of cities.
The Director of Customer Operations of Huawei Consumer Cloud Service PPS further elaborated on the comprehensive upgrade concept of performance marketing from the perspective of new resources and new forms. The first is the upgrade of performance marketing resources. Huawei aggregates native services and uses multiple apps to naturally interact with users, provide intelligent services, and provide intimate access to information. At the same time, the performance marketing resource matrix is opened, with monthly active users reaching 300 million. The second is the upgrade of performance marketing scenarios. Information flow, application promotion, banners, incentive videos, opening screens, focus pictures and other positions can accurately reach the target group according to user preferences and customer needs, and finally complete the model of resource aggregation, scenario upgrade and efficient conversion.
In terms of accurately reaching target groups, we use rich and unique data to deeply understand users, conduct crowd mining based on the behavioral data of the entire life cycle of the APP, and use APP behavior tags to accurately target different marketing demands. System-level LBS advertising services activate LBS directional potential and reach targets more accurately. At the same time, DMP is committed to breaking down data silos and enhancing the overall value of the industry; it uses crowd insights to assist delivery strategies and create a closed marketing loop.
Interpretation of new trends in technology application Youliang Zhixiang
Huawei Consumer Cloud Service PPS Product Director demonstrated the new OAID system. Since EMUI will disable IMEI in version 10.0, Huawei OAID will provide better services to business partners in the post-IMEI era, and OAID will become the unique user identifier in advertising scenarios.
The Advertising Identifier (OAID) is generated immediately when the device is first started. It is stably supported by 80%+ devices and continues to grow. It is universal on Android terminals, easy to use and stable, and can be obtained through the SDK or terminal interface. Huawei plans to fully enable OAID in December 2019.
AI-enabled marketing will also be applied to Huawei terminals to achieve accurate data attribution and refined operations. Conversion tracking is the primary task of the three core capabilities, and the PPS conversion tracking solution is specially launched. This is a terminal capability that helps advertisers complete the conversion monitoring solution after app downloads and ads are placed. It does not require advertisers to integrate SDKs, and can complete the monitoring of the entire APP promotion conversion link through only one TrackingID. Among them, the conversion tracking parameters have the four characteristics of precise attribution without hidden points, convenient management, prevention of overwriting and automatic attribution reports, which can help users quickly complete the conversion tracking application. In terms of expansion of PPS conversion tracking capabilities, Huawei realizes the core value of closed-loop omni-channel data of Huawei terminals and feedback marketing through attribution analysis, user management, and remarketing. It also conducts analysis and insights on omni-channel conversions, retains and monitors omni-channel user growth, and makes media contributions clear at a glance.
This is an era where technological innovation drives change, and performance marketing, in addition to innovation, should also be more efficient. According to the design director of Huawei Consumer Cloud Service PPS, Huawei will launch Venus creative production tools to ensure design quality and improve delivery efficiency. In terms of quality, the tool is designed based on Gestalt principles of layout, stylized layout of image calculations, image salience and composition principles, intelligent color selection, and stylized calculation of color matching. On the other hand, for delivery efficiency, it uses aesthetic smart cropping, multi-size adaptation, building-block H5 design and provides a large number of design templates. Through continuous research in multiple directions, it opens up and simplifies the advertising delivery process, shortening it from the conventional 3-5 days to 0.5-1 days.
Analyzing successful cases and new ideas One-stop solution
Zhao Xiuqin-Sohu News Channel Director
Performance marketing emphasizes results. It should not only be supported by ideas and visions, but also should be able to withstand the test of multiple markets and be implemented. Therefore, in the PPS placement case sharing session, Sohu News Channel Director Zhao Xiuqin demonstrated Sohu News’ experience in promoting and operating Huawei PPS, and proposed that channels should be selected based on the traffic direction and probability to maximize channel value. Through the cooperation between Sohu News and Huawei, we can see that PPS has the ability to reach multiple levels of users, the data quality is higher than the overall average, and the reasonable operation and delivery strategy. At the same time, Huawei PPS focuses on user targeting strategies to meet the precise user delivery needs of high content quality. Finally, Huawei people's high attention and high cooperation are one of the main reasons for achieving the current results.
Following greatness will create greatness
Chen Yongzeng-Vice President of Yundong Times
As one of Huawei's two unique brands in the country, Chen Yongzeng, vice president of Yundong Times, introduced to everyone the development history of Yundong Times in the past five years since its establishment. Combining the three major business segments of scene payment, intelligent distribution, and digital marketing, he summarized a unique PPS effect promotion service solution. Yundong Times adheres to the service concept of "data reconstructs business, traffic changes the future", and leads China's mobile phone ecological marketing with its three core competitiveness of traffic resources, technology platform, and commercial operations and 100+ Huawei PPS operation service team. At the same time, using the intelligent big data delivery platform, in line with the service concept of providing customers with BEST ROI, we have accumulated service experience with 400+ customers. Huawei PPS has achieved a qualitative leap from the initial stage of frequent updates to today's intelligent and precise targeting. The cloud era has kept up with the pace and achieved an advancement from blind investment to intelligent investment. In terms of operational service capabilities, Yundong Times can also accurately grasp user tags, efficiently match media resources, and maximize the value of Huawei PPS traffic, leading to a comprehensive upgrade in marketing, driving both product and effect, and solving the problems of brand trust and user retention. Refine the delivery strategy in all scenarios and all links to improve efficiency and effectiveness.
Li Qifei-Director of Huawei Consumer Cloud Service Business Development Department
At the end of the conference, Li Qifei, Director of Huawei's Consumer Cloud Service Business Development Department, made a concluding speech for the conference. Huawei has truly taken the realization of customer needs as the basis and considered all aspects, and Huawei's terminal cloud service ecosystem has become increasingly prosperous. Currently, Huawei has 500 million users globally and 300 million users domestically. Huawei leads the industry in terms of high user loyalty due to its good reputation. It strives to realize the intelligence of all scenarios and help brands have sincere dialogue with consumers.
Technology changes the world, and choices create the future. Cloud Times will always work with Huawei PPS to create higher value for customers, build an open and win-win innovation ecosystem, and jointly create greatness.
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