mNectar Pushes Mobile Advertising into a New Era by Launching First-Ever Force Touch Playable Ads
Developers can now monetize with interactive force touch ads that let gamers instantly try new titles before they download
Today, mNectar, the leading provider of in-app playable advertising, unveils the first playable ad format that incorporates force touch. Currently available on select mobile phones, force touch activates new functions based on how much pressure is applied to the screen. This new launch makes it possible for gamers to try out force touch-enabled mobile games through a playable ad, within their current game and without the hassle of a download.
Despite the rapid growth of mobile gaming, the gameplay itself has been held back by a limited control scheme: tapping or swiping. Force touch has been heralded as the future of mobile gaming because it transforms the mobile screen into something closer to a console game controller. Now games can offer new functions, such as zooming, pop-up menus or point-of-view changes, which gamers can instantly test out through a playable ad.
“Because force touch is in its infancy, gamers are still at the point where they are looking to discover and experiment with a wide variety of games. mNectar’s force touch playable ads give gamers the tangible experience of new game functions, and in doing so, are driving the adoption of the next generation of mobile games,” said Wally Nguyen, CEO of mNectar.
Unlike competitors who primarily build custom playable ads that may differ from the game itself, mNectar instantly streams the actual game through its proprietary Spectra platform. As a result, gamers interacting with a force touch playable ad have the same experience as if they downloaded the game from the app store. The upshot is that playable ads don’t require a download, so players are in a uninterrupted state of play from their current game to a playable ad and back again.
Gamers engage with playable ads much longer than traditional mobile ad formats, which drives higher revenues and delivers players with high lifetime value to publishers. User retention rates for playable ads are four times more effective than any other mobile ad format such as static interstitials, and the retention rates are twice as good as mobile video ads.
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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