mNectar, a service that allows mobile users to sample apps before download, has secured Series A funding to the tune of $7 million.
The company’s Playable product uses mobile app virtualisation and cloud delivery technology to enable users to try out apps before downloading them, using playable full-screen ad units.
The approach is touted by the company as driving higher ad revenue for developers and higher quality users for mobile advertisers compared to interstitial and video advertising.
Advertisers can also vet users before paying to acquire them to ensure they provide a high lifetime value.
mNectar already works with prominent mobile game developers including Big Fish Games, GREE, King Digital, Zeptolab and Zynga.
Wally Nguyen, mNectar co-founder and CEO said that the company is “redefining how applications are discovered and engaged with”, adding that the funding will be invested in the company’s infrastructure to improve performance of its service.
The investment will be also used to boost its leadership, engineering and business teams as the company focuses on international expansion.
The funding round is led by venture capital firm New Enterprise Associates.