As head of the French division of the specialist in innovative video formats – which was acquired by Weborama in 2022 – Maxime Maton will be responsible for marketing the interactive video and rich media offering in France.

Maxime Maton, who served as Adways’ Sales and Marketing Director for France from 2014 to 2018, is taking the helm of the French subsidiary. He will be responsible for marketing the company’s interactive video formats (CTV & OLV) and rich media solutions in France to all stakeholders (broadcasters, publishers, agencies and advertisers). He will also oversee the implementation of Adways’ strategy in the growing CTV market.

With nearly 25 years’ experience in the audiovisual and media sectors, Maxime Maton has developed a recognised expertise in creative video formats and business development, notably at Endemol, TF1, La Concepteria and Adways. In recent years, as a consultant, he has advised numerous media organisations and brands on their video strategy.

At Adways in France, his role will also involve harnessing technology – particularly generative AI – to support the teams’ creativity, with a view to simplifying and enhancing the user experience. “The teams at Adways are among the most creative and innovative in the market when it comes to video formats on the web, mobile and CTV,” explains Maxime Maton. “I am proud to be joining a group that has strong ambitions to accelerate growth in CTV and streaming and to create the advertising formats of tomorrow.”

As a leader in In-Video Advertising, Adways serves the entire European market (France, Italy and the Netherlands) with interactive, engaging and non-intrusive advertising formats across web, mobile and CTV platforms. The company, with product management based in the Netherlands and R&D in the Netherlands and France, manages between 2,500 and 3,000 campaigns per year and has a team of 40 employees (creatives, developers, media buyers, etc.).

The arrival of Maxime Maton is key to reaffirming Adways’ position in the European market, particularly in the CTV sector, which presents a tremendous opportunity to accelerate the adoption of its innovative formats. Adways’ expertise in Rich Media formats for advertisers and in content monetisation for broadcasters and platforms is a considerable asset in supporting the transformation of the current market.

Rodolphe Rodrigues, Deputy Director of Weborama

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