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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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San Francisco social platform Muzy nets $4.4 million in new funding round

As any sea­soned social media man­ag­er could tell you, it’s not every day that a two-year-old social media plat­form can bag $4.4 mil­lion in start­up fund­ing. But that’s exact­ly what San Fran­­cis­­co-based Muzy has done, cour­tesy of Marc Andreessen, Ben Horowitz and WPP Ven­tures, the new invest­ment arm of ad leviathan WPP Dig­i­tal. Phe­nom­e­nal growth Maybe the fund­ing isn’t such a sur­prise when you con­sid­er how fast this baby is grow­ing. These fig­ures would delight any job­bing social media man­ag­er: Muzy has 20 mil­lion users and is adding rough­ly 1 mil­lion more every month. And it’s achieved this with­out any dis­tri­b­u­tion, pro­mo­tion or mar­ket­ing part­ners – maybe that’s why WPP got inter­est­ed (see below). The Muzy site allows users to select from around 50 wid­gets to pub­lish con­tent on their pages. Pho­tos get the strongest empha­sis, but text, games and oth­er types of con­tent are also fea­tured. But intre­pid social media man­agers may now be ask­ing, what makes Muzy so unique? It’s all in the app. Well, to be pre­cise, it’s all in the app-with­­in-app facil­i­ty, which offers ver­sa­til­i­ty to users wish­ing to express their per­son­al cre­ativ­i­ty. And this may be what WPP, which now has a stake in the…

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