Mathias is an experienced performance-marketing mastermind focused on mobile gaming. Get to know him!
Where are you at in the world these days?
I am in a small town close to Hamburg. This is where I live and work since March. Before March I commuted to the InnoGames office in Hamburg every day.
How did you get into mobile advertising?
After my bachelor’s degree, I wanted to continue studying and gain some practical work experience at the same time. By chance, I discovered the InnoMaster-program from InnoGames and applied for a position in performance marketing. To be honest, back in the days I was not sure, what a performance-marketing-manager is exactly doing, but data-driven marketing sounded exciting to me. And it still is. That is why I am working in the performance-marketing department at InnoGames for more than 6 years so far.
What is your favorite area of mobile marketing?
I spend more than 5 years in the social networks’ team, which is taking care of all paid social campaigns at InnoGames. This was a very exciting time. Especially because the ad products from networks like Facebook have been continuously developed and there were always new challenges to overcome.
By the end of last year, I wanted to undertake a new professional challenge and decided to switch my focus from social advertising to mobile programmatic advertising. Right now programmatic is my favorite area of mobile marketing. Programmatic is changing advertising. I like the tech-talk around algorithms and to learn something new all the time.
What would you consider to be your marketing specialty?
My specialty is user acquisition. I like to analyze campaigns and to transfer my findings immediately into practices. I am very interested in data and automation.
What are the biggest challenges you currently face apart from covid19?
The biggest challenges for us apart from covid19 are the upcoming changes with regards to iOS14. Apart from this, the biggest challenge is to scale up User Acquisition on a self-serve DSP. In the first half of this year, we have already seen promising results. The goal for the second half of 2020 is to bring mobile DSP to the next level.
What are your essential tools and resources?
Our MMP helps us to have a fair attribution logic across our different partners. There are a couple of other important tools like analytical tools and of course: excel!
What do you think are the key future trends in the mobile industry?
I am sure that one trend will be the shift towards programmatic advertising. It is a fast-growing technology and there are a lot of reasons to run programmatic campaigns. The three main advantages over most of the other marketing categories are efficiency, transparency, and fair pricing.
Another key trend will be the consolidation of the industry. There are a lot of companies in the mobile industry and it feels like there is a new one every other day. I think sooner or later this trend will change in the opposite direction.
Finally, I think automation and AI will play an increasingly important role in the future development of mobile advertising.
