mNectar Unveils Spectra, the First Cross-Platform Streaming Network That Monetizes Apps in a Post-Download Era
Spectra capable of streaming the entire mobile app ecosystem, creating seamless user experiences, free of buffering or ad downloads, while driving revenue for publishers.
mNectar, the pioneer of in-app playable advertising, today announced the launch of Spectra, the world’s first and largest mobile streaming distribution network dedicated to playable ads, a fundamentally new way of mobile app discovery that allows people to instantly sample apps and games without downloading them. Spectra is rewriting the app distribution rulebook by offering advertisers a new way to market their games at a time when downloads are becoming obstacles to discovery and engagement.
More than 200 mobile games currently use the Spectra platform, which has streamed millions of playable ads. As of today, mNectar’s Spectra technology can stream the entire app library of the mobile ecosystem, including Google Play and Apple App Store, giving users the opportunity to sample far beyond their current portfolio. Because of downloads, users install around 10 apps a month, but end up deleting 90% of them.
Playable ads are the next evolution in mobile advertising, moving beyond standard interstitials and video ads that disrupt the user experience. Unlike video ads that tend to hold the user hostage, playable ads are opt-in. Whether or not a person downloads the game after the sampling period, she resumes the original game in the same place.
“Until today, mobile advertisers have almost exclusively relied on interruption as the means to get people’s attention when serving ads,” said Wally Nguyen, CEO of mNectar. “Spectra is driving the next quantum leap in mobile app distribution, giving advertisers the most effective way to reach gamers, while simultaneously allowing the user to never stop playing.”
Through Spectra, mNectar is able to transform any existing mobile app or game into a playable ad in a matter of minutes. Spectra Stream virtualizes the mobile game on the backend and builds it as a playable ad. Unlike other app streaming technologies, it requires no custom codes or modifications. The Spectra App Delivery Network streams the playable ad to any mobile device across any network connection, from WiFi to LTE to EDGE. Spectra can also drop a user anywhere inside a mobile game, allowing publisher to highlight a killer app moment that may otherwise exist behind a log-in or level.
Playable ads have demonstrably greater engagement than interstitials or video ads, driving increased revenue for publishers. User retention rates for playable ads are four times more effective than any other mobile ad format such as interstitials, and the retention rates are twice as good as mobile video ads. Users that instantly sample a game through a Playable ad and choose to install tend to continue playing the game for a month or longer, making them highly valuable to game developers and advertisers.
mNectar revolutionizes mobile app discovery by allowing customers to sample apps and games before downloading. Through its proprietary streaming and virtualization technology, mNectar has proven to drive higher ad revenue for publishers and higher quality users for advertisers, compared to interstitials and video advertising. mNectar’s customers include Bash Gaming: a subsidiary of GSN, Big Fish Games, Buffalo Studios, Freshplanet, GREE, King Digital, Mag Interactive, Mobile Deluxe, MobilityWare, Social Gaming Network (SGN), Storm8, Wooga, Zeptolab and Zynga. mNectar is funded by New Enterprise Associates (NEA) and top app developers and is headquartered in San Francisco. For more information, visit www.mnectar.com and follow mNectar on Facebook and Twitter.
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