Manila, Philippines – Local live-streaming platform Kumu has announced a collaborative partnership with Huawei Ads through the platform’s ad agency AVOW to enhance user experience by improving advertising on the platform.
In this campaign, AVOW made use of the various ad solutions offered such as AppGallery, Petal Search and display ads to balance out their ad placements to generate the best results.
Additionally, incorporating HUAWEI Ads multiple targeting options such as location, demographics and user behaviour into Kumu’s ad strategy brought about greater brand exposure to a diverse audience base. These features collectively amplified Kumu’s presence and audience conversion rates.
Furthermore, HUAWEI Ads Data Management Platform (DMP) provided Kumu with insights on the campaign performance through a comprehensive breakdown of key metrics. This information allows Kumu to make targeted improvements that will optimise their future ad strategies, with the help of AVOW.
Alex Tshering, chief growth officer at Kumu, said, “Thanks to the delivery of premium advertisements on HUAWEI Ads, Kumu has grown to be one of the highest grossing applications in the markets. Our partnership with HUAWEI Ads have helped us to generate leads far greater than our initial campaign goals.”
Based on activity data gathered from algorithms across all Huawei devices, HUAWEI Ads identified and recommended potential audiences who fit Kumu’s target profile, which ultimately helped them broaden their target audience and user base. In addition to growing Kumu’s user base and maximising its ad performance, the algorithm detects and filters out fraudulent inventory, effectively countering the issue of inflated ad performance metrics.
Meanwhile, Rei Xiao, director of mobile ecosystem business growth at Huawei Asia Pacific Region, commented, “Our partnership with Kumu highlights our commitment to delivering high quality ads that drive user growth and engagement. We have dedicated teams that work closely with our clients to get the best returns on their investment. We greatly look forward to deepening our strong partnership with Kumu, and to continue working as one team to meet their business objectives.”
