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Mobile advertising startup mNectar lets consumers test-fly apps

Mobile adver­tis­ing start­up mNec­tar has recent­ly tak­en a big step for­ward in its mis­sion to change the way we relate to mobile apps. The San Fran­­cis­­co-based com­pa­ny was found­ed in 2012, and ear­li­er this month closed a Series A round amount­ing to $7 mil­lion dol­lars (it had raised $625k in seed fund­ing back in Sep­tem­ber last year). So, what is it about mNec­tar that’s inspired such investor con­fi­dence? From ban­ners to inter­sti­tials to video – where next? Any­one with any degree of expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies will be aware that an evo­lu­tion has been under­way. To begin with, mobile ads took the form on itsy-bit­sy ban­ners but then came full-screen inter­sti­tial ads; more recent­ly mobile video ads have come to the fore, as has adver­tis­ing through Facebook’s huge tar­get­ed mobile ad net­work. The next step, accord­ing to mNec­tar, is to let con­sumers test fly mobile apps they might be inter­est­ed in from the ad itself. mNectar’s CEO Wal­ly Nguyen told TechCrunch jour­nal­ist Kim-Mai Cut­ler about his company’s start­ing point: “When you buy music, I like to lis­ten to a song for 30 to 60 sec­onds before buy­ing an album. I thought this was fun­da­men­tal­ly bro­ken for apps.…

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