mNectar and Branch Metrics Partner to Bring Optimal User Experience to Mobile Ads

SAN FRANCISCOApril 2, 2015 – Branch (, mNectar, the leader in Playable mobile ad technology, and Branch Metrics, the pioneer in contextual mobile deep linking have partnered to enhance the user experience for mobile apps and games. Addressing the issue of mobile app discoverability, mNectar’s Playable ads allow users to try an app before they download it.


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. 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.

For mobile app and game developers, this Playable advertising and deep linking partnership will allow for improved app discoverability in combination with a better comprehension of their converted user base. “Integrating Playable ads and deep linking with mobile gaming is a first,” said Wally Nguyen, CEO at mNectar. “The entire app ecosystem, specifically gaming, is currently missing out on the benefits of combining the two.”

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

For mobile games, using Playable ads to interact with a new user, then letting them continue their game play through deep linking, results in higher levels of user activation and retention. Currently, mNectar’s 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. Removing the need to repeat the advertised portion of the game, leads to an even better user experience and higher retention rates.

About mNectar (

mNectar revolutionizes app discovery with its Playable technology, allowing customers to try mobile apps and games before downloading. mNectar has proven to drive higher ad revenue for app developers and delivers instant and deep engagement for advertisers. mNectar’s customers include Audible, Beats Music, Big Fish, CBS, Gree,, JoyBits, King, MAG Interactive, MobileDeluxe, MobilityWare, NaturalMotion, Scopely, Spotify, Wooga, and ZeptoLab. mNectar is funded by top app developers and New Enterprise Associates, and is headquartered in San Francisco.

About Branch Metrics  (

Branch’s mission is to make app growth and discovery easier and more achievable for every app developer out there. To accomplish this, Branch had built a complete end-to-end linking solution that replaces every link that points to an app, such as shared links, marketing links, referral links, advertising links and more. Additionally, the Branch dashboard delivers powerful insights into the performance of growth initiatives, allowing improvement of user activations and conversions. Branch is an essential tool for any mobile app hungry for growth, with over a thousand customers including HotelTonight, iHeartRadio, Instacart and Coffee Meets Bagel.