New HTML5 custom playables give brands more creative freedom and removes friction along consumer’s path to app discovery
San Francisco: Not every app can be summed up in five seconds, but now all publishers and brands have the ability to attract new audiences with “killer app” moments that drive users to engage, install, and convert into loyal fans. Today, mNectar, the leading provider of in-app playable advertising, launches its custom HTML5 playable ads that are tailor-made to showcase the experience of an app at its best, without requiring a download.
“There are great apps in the market that are multifaceted, and brands want to be able to highlight the very best parts. Sometimes that is a sequence of events, and other times that is a specific feature. Custom HTML5 playables give brands and publishers more flexibility and creativity to demonstrate their value proposition so as to maximize user engagement,” said Wally Nguyen, CEO of mNectar.
mNectar is the only independent provider of both custom HTML5 playables and app stream playables, which can be rewarded and force touch-enabled. With the latter options, people who interact with the app stream playable get the exact same experience as if the app was installed on their device. Custom HTML5 playables differ in that they are built specifically to make certain functions and features stand apart, or simply enhance their ads with more interactivity. Brands in particular are attracted to custom HTML5 playables because they can create uniquely interactive experiences that match the brand’s identity. As a provider of both, mNectar is uniquely positioned to offer partners – including Miniclip, Scopely, and Mobilityware – the most versatility in creating new kinds of immersive ad experiences, which removes friction along the user’s path to discovering new games and apps.
mNectar has a dedicated technical design team that works directly with brands and/or publishers to design and build custom playables in HTML5. Brands can expect their custom playables to be ready to go live in less than 48 hours – a turnaround rate around 5 times faster than video ads. Once mNectar’s playables are deployed, whether it’s a custom playable or an app stream playable, every user interaction is tracked, which gives brands and publishers unprecedented insight into how to attract and retain audiences.
Across metrics, playables beat out more passive formats like video or interstitials. Data shows that people engage with playables much longer than traditional mobile ad formats, which then drives up to four times higher revenues (CPM) and delivers users with high lifetime value to publishers. Playables have a conversion rate that is seven times greater than mobile video ads. User retention rates for playable ads are four times more effective than any other mobile ad format, and the retention rates are twice as good as mobile video ads.