With the video ads marketing exploding - networks are seeing triple-digit growth in 2014 - AdColony has boosted its European operations with the appointment of Thorbjorn Warin as director of monetization and business development in Europe.
Based in Helsinki, he's AdColony's eighth hire in Europe during 2014.
London is the company's main office, with Warin taking a more roaming role that will see him drumming up support via the studio visits and the conference circuit.
"And it's great to be based in one of the strongest mobile game hubs in the world," says Warin, who previously worked at Grand Cru, Wooga and Jamba.
"I'm passionate about videos because they are ideal for game developers," he explains.
"They give you the opportunity to be more creative in showing off the look and feel of your game, as well as getting you players with higher retention and monetisation."
He also argues that with AdColony's per view model (as opposed to CPI pricing), even small developers can effectively use the network.
And on the flip side, with brand advertising dollars flowing into the system, he also points to the opportunity to generate "substantial revenue" from running video ads in your games.