Huawei boosted the effectiveness of its mobile spend by ten times the industry average by investing in ads that use the ‘sensory’ elements of a mobile phone.
To launch its ‘Global Connectivity Index’ Huawei used ad formats by Adludio that use the touch screen to create a more engaging experience.
Nicholas Graham, global director digital marketing and media at Huawei, told the Drum that a lot of mobile advertising was missing the opportunity to utilise the functions of the mobile phone.
“Campaign results were very strong, yet the most impressive aspect of the campaign was its effective mobile ad format.
[Mobile investment] depends on where the brand is in terms of growth or maturity. I see certain high-growth brands doing a lot of interesting work in digital and this is reassuring; the flipside of this is not all ads on mobile today leverage the rich possibilities offered by mobile, especially in terms of engagement opportunity,” he added.
The campaign used geography to change the content within the ad, using calls to actions and questions based off data relevant to each country. The campaign specifically targeted Western Europe and markets across Asia.
For Asia, Graham believes marketers need to start looking outside the chat apps. “The opportunity is simply to capture the sheer scale of the market, publishers in particular, beyond the very powerful chat applications.”
“I think we’ll see greater investment in mobile naturally, as it’s well-reported that there’s a gap between mobile time spent and mobile media investment. As a result brands will need to seek more effective ways of delivering engagement, beyond standard ad formats,” he said.