Adverty appoints Jonas Söderqvist as CEO as brands realize the power of advertising in games – European Gaming Industry News
Adverty AB (publ), the leading in-game advertising specialist, has appointed industry veteran Jonas Söderqvist as CEO, as it prepares for its next phase of growth.
Jonas will consolidate the team around a renewed vision and allow Adverty to build on past successes and prepare for a new wave of interest in in-game ad executions.
Jonas’ career spans two decades, including four years as Director of PubMatic, a publisher-focused sell-side platform featuring omnichannel revenue automation technology. During his career in the media industry, he led sales and management for publishers and auction houses, Mediakompaniet, MTV, Smartclip, Specific Media, YuMe, TV3 and Metro to name a few. -ones.
A member of Adverty’s board of directors for two years, he says, “I’ve always followed Adverty closely – from a customer perspective, from a platform perspective, from a Board of Directors – and now as CEO. I am so proud of all the progress that has been made. Everyone in this company is always listening and learning. Now is the time to join forces, educate industry players on our tools and how to use them and move forward as a team even more effectively.
With over 3 billion gamers worldwide and global mobile gaming ad spend expected to reach $131 billion by 2025, the gaming advertising industry is attracting a growing number of consumer brands; its increasingly sophisticated ads yielding highly persuasive results.
For many games in Adverty’s portfolio, watch time exceeds 25 seconds per paid impression. In addition to significant brand exposure, clients typically find that click-through rates on its In-Menu™ ads are approximately ten times the industry standard. Adverty’s revolutionary, multi-patented ad viewability system also allows advertisers to translate CPM into cost per minute – an important KPI for brand advertising.
As in-game advertising is considered by a slew of new advertisers, Adverty is ready to show brands how to get the best results with in-game inventory. In particular, Jonas aims to encourage greater creative bravery from brands to help them tap into the huge global audience found here.
“Advertisers and brands have yet to fully grasp the true potential of the inventory that exists,” adds Jonas. “That’s where we come in. All the conversations we have with brands and buyers show that the appetite is there, but there’s also some fear around the budget shifting away from traditional channels. It’s a mistake, considering the enormous power of advertising in games. This power is the reason why some of our clients have run more than 15 campaigns with us. Their results justify their trust.
Joachim Roos, Chairman of the Board of Adverty, comments: “We are delighted to welcome Jonas as CEO. Having worked alongside him for the past two years, we know that Jonas’ expertise in this market will help us and our partners capitalize on the huge potential of this market. We’re here to help advertisers and brands seize this potential and seize the early adopter advantage. As forward-thinking brands begin to invest in gaming, the opportunities for marketers to maximize creativity and add value to audiences are immense. The brands have at their disposal the possibility of appropriating this space. It is now!”