mNectar Playable Ads Get Integrated

Creating mobile ads is one thing, but creating effective mobile ads is quite another, especially for mobile games. Ads that interrupt a user are worse than useless, but ads that users actively want to engage are another thing entirely. According to Pocket Gamer, interactive ad company mNectar has made it easier than ever by integrating its functional ads into several of the most popular platforms, including Twitter.

mNectar’s streaming ads mean that users can try out a game or other mobile app without having to go through the hassle of a download, as we detailed in this interview with the CEO last year. Now, the company’s services have become integrated with a number of the most popular integration programs, including Twitter, Opera Mediaworks, Fuse Powered and Sprint, which will allow more than 7,000 app publishers to have access to mNectar’s playable ad network. This will allow would-be consumers to try games and apps before they download them to their phones.

Using server-to-server integration and a full-screen display, the ads are an easier way to give users a full app experience, rather than enduring a download or just watching a video of an app in action. Better still, mNectar’s ads don’t require any sort of SDK to implement, making it easy for developers to use the technology in a brief amount of time.

A number of companies have already signed up to use the service, including game publishers like Big Fish, GREE and Zeptolab. This is the latest move by San Francisco-based mNectar, following a fundraising period last July, in which the company successfully raised $7 million in a Series A funding round hosted by New Enterprise Associates.

The video below shows the ad program in action, and although it’s a rather brief clip, it does indicate how effectively it works. No doubt a number of clients should pick up on it as the year rolls along – which will just lead to bigger success for mNectar.