Adverty AB (publ) has entered into an agreement with Mobiem Polska, one of the largest mobile marketing agencies in Poland, to bring seamless in-game advertising to the Polish market. The partnership enables a direct route to esports and gaming audiences for leading global and local brands in the region, where pilot campaigns with initial budgets between EUR 7,000 and EUR 13,000 per brand are planned to launch in Q1 2020.
Adverty, the leading ad tech provider of seamless in-world advertising solutions for games and esports, has signed a framework agreement with Mobiem Polska to enable its services to media agencies and brands on the Polish market. Mobiem is one of the largest mobile marketing agencies in Poland, specialized in display advertising and part of the leading internet portal Interia Group.
“With a population of almost 40 million, Poland is an important market for us in Europe and has always been in the forefront of advertising in general. With Mobiem’s local footprint we get access to a significant amount of media buyers interested in our new ad format”, explains Handren Rasch, Head of Sales Europe at Adverty.
As an IAB member, Mobiem Polska works directly with all leading media agencies in Poland, including Publicis, GroupM, IPG Media brands and WPP, serving main clients such as Coca-Cola, Skoda, Nivea, Fiat, UPC, Opel, PKO Bank Polski, Polpharma and Sony.
The current digital advertising market in Poland maintains high growth dynamics with a 35% market share and significantly exceeds EUR 1 billion in revenues, second only to television. The mobile platform is of particular importance for customers in the Polish market, as internet traffic on mobile media overtook traditional media last year. The Polish digital advertising market is characterized by high absorption of new technologies and Poland is often considered as European leaders in that aspect.
“Our partnership will help establish in-game advertising as part of the local media mix. Brands such as McDonalds, Nickelodeon, LEGO, Coca-Cola, Unilever and H&M are expected to participate in the pilot, which is planned for a Q1 2020 launch”, says Michal Giera, Head of Mobile Product at Mobiem.
Campaign budgets are estimated to initially range between EUR 7,000 and EUR 13,000 and the collaboration is assumed to grow over the year. The agreement is an important milestone as the estimated revenue only from the pilot campaigns exceeds Adverty’s total historical sales.