Partner Spotlight is a series on our blog where we hear directly from advertisers, agencies, DSPs, publishers, and partners about industry hot topics, challenges, predictions, and more. In this edition we interview Pieter Kooyman, Director of Advertising at Miniclip Games .
MoPub: What trends do you see in mobile programmatic right now?
Pieter Kooyman: Rewarded video seems to be heating up on all fronts. Publishers are becoming more innovative with their rewarded video placements and the battle between the various ad tech players seems to be intensifying too.
MoPub: What’s the biggest misconception in mobile monetization at the moment?
PK: The true impact of rewarded video on the core game monetization metrics. The rewarded video tech players want developers to think that it will always have a positive impact on your game. This isn’t true. If executed well it can improve your game’s core non-advertising metrics. If executed badly, it can have a detrimental impact on them. Tread with care and test, test, test.
MoPub: Crystal ball: what will we talking about in six to 12 months?
PK: Is Super Mario Run for iOS the “new” model for AAA publishers, or is it a one-off like Pokémon GO?
MoPub: What’s one thing you wish you could tell mobile DSPs?
PK: Don’t underestimate how frequently developers make floor price changes. [Note from MoPub: This is a great insight. Because of this, we recommend DSPs optimize their bids based on price floor variations.]
MoPub: What are the biggest challenges facing your business today?
PK: Tier-1 market mobile app maturity, which is making revenue growth harder and harder to achieve.
MoPub: Can you share some recent learnings in your business?
PK: As we’ve grown in terms of headcount (>200) we’ve started appreciating the importance and impact of investing properly in our people. We’ve built a stellar People and Organization team, and they are rolling out a series of initiatives that is making Miniclip an even better place to work. We’ve just come back from a four-day all-staff event in Athens, and everyone has come back very excited about our upcoming releases.
From Miniclip: Welcome to Miniclip.com, the leading online games site, where you can play a huge range of free online games including action games, sports games, puzzle games, games for girls, mobile games, iPhone games, Android games, Windows Phone, games for kids, flash games and many more.
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