Playable Mobile Ads May Give Video Ads A Run For Their Money
- by Ben Frederick @mp_benfred, June 1, 2016
Some 30% of mobile in-app advertising firm mNectar’s users engage with its playables product to completion, the company announced today. The average duration of one of
its ads is 30 seconds to a minute. “Across the board, more people are engaging with playables to the fullest extent, which drives higher revenues for the publisher and delivers players with high lifetime value to the developer,” states Wally Nguyen, CEO of mNectar.
As more developers look for new ways to plug up their leaky ships and retain their users, playable ads are an interesting option. According to the company, playables see seven times the conversion rate of mobile video ads and two times the retention rate of video.
Standard interstitials also see user retention rates four times less than that of playable ads.
Earlier this year, mNectar rolled out opt-in rewarded playable ads, which serve a double function as both a discovery platform and an advertisement.
“Playables are killing video ads and pushing the frontiers of mobile advertising,” states Nguyen.
Engagement with the ads means that the company can also collect data on each user’s interaction, and charge on a pay-by-play basis.
mNectar works with companies like GREE, MobilityWare and Wooga. The company has retained 100% of its client base since it was founded in 2012.
