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Seeing is Believing (and Downloading) mNectar and Branch Metrics Partner on New ‘Playable Ads’Want to try an app before you actually download it?

That’s going to be possible. Because mNectar, a leader in Playable mobile ad technology, and Branch Metrics, one of the pioneers in contextual mobile deep linking, have now partnered to enhance the user experience for mobile apps and games.

Mobile app discoverability takes a big leap forward with mNectar’s “Playable ads” which allow users to try an app in advance of any download decision.

“By combining mNectar’s Playable mobile ads, and Branch Metrics’ deep linking, users will be able to seamlessly continue where they left off after app install,” according to a news release from mNectar. “Once the action of playing the interactive ad occurs, a link is created in the app when the user stops playing. Using that link, the experience is then continued in a sequential manner when the user installs and opens the app.”

“Integrating Playable ads and deep linking with mobile gaming is a first,” said Wally Nguyen, mNectar’s CEO. “The entire app ecosystem, specifically gaming, is currently missing out on the benefits of combining the two.”

Branch Metrics co-founder Mada Seghete agrees.

“Developers across our network see nearly 100 percent lift on both the conversion to register and the one month retention for users who originate from a contextual deep link,” explained Seghete. “It’s the best way to welcome and delight users: by showing them what they expect to see.”

According to the company, mNectar advertisers are seeing user retention rates that are “four times as effective as other forms of mobile advertising, such as interstitials, and twice as high as video ads.” The firm believes that removing the need to repeat the advertised portion of the game supports a better user experience as well as higher retention rates.

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