Huawei has become a partner of the Yandex Advertising Network.
From now on, Yandex.Direct ad units will be placed in partner apps of the Huawei advertising platform, as well as in Huawei’s own apps pre-installed on devices.
The applications will display text and graphic Yandex.Direct banners.
A large number of targeting types such as search interests, socio-demographic characteristics, or geography will help make such advertising targeted to Huawei users.
Marina Michkova, the Head of the InApp Inventory Development and Monetization Group has said:
Every advertiser is interested in finding the most effective advertising platforms and formats for their business. We are constantly developing our advertising network, attracting new partners to it. Thanks to cooperation with Huawei, Yandex will expand the available mobile inventory in Yandex.Direct, and advertisers will have access to a new audience.
What This Means & Why This Matters
This is important as according to a study conducted by the IDC in 2019, Huaei became the lead supplier of smartphones in the Russian market with a core audience demographic of 18 to 55 – so basically the majority of mainstream consumers.
Huawei took the leading position in the Russian smartphone market in the fourth quarter and overtook Samsung at the end of the year. Huawei, mainly thanks to the Honor brand, imported more than 10 million smartphones in a year, nearly 1 million more than Samsung. A negative factor for Huawei and the brand of the same name was the transition of consumers to cheaper models, so in monetary terms, Huawei remained far behind Samsung.
This is important to note when building websites for the Russian market (and smartphone users).