Oath focuses on improving its mobile advertising experience

Oath, the digital content subdivision of Verizon Communications, wants to improve its advertising experiences for its platform users by launching an “innovation council”. As part of the council, Oath has brought together its sales, operations and engineering teams to help innovate and define mobile ad trends.
Given that 70% of Oath’s audience is using mobile devices, the company thought it critical to improve the experience for both marketers as well as end users.
Among the top four areas Oath plans to focus on and test new ad units in are augmented reality, native ads, utility and social.
Within augmented reality, Oath is currently testing new ad units powered by Yahoo Gemini with major home improvement brands Home Depot and Pottery Barn.
John DeVine, CRO of Oath, wrote in a blog post:

With Williams-Sonoma, Inc.’s recent acquisition of Outward, an augmented reality and 3D imaging startup, they understood the power of these mobile experiences and were ready to collaborate with us on this innovative ad unit to push creative boundaries.

Meanwhile, new native mobile ad formats will become available via Oath mobile apps including Yahoo Finance, Yahoo Sports, Yahoo Weather, HuffPost and others.
The utility mobile ad format will enable users to save coupons and deals directly to their mobile wallets. These are engagement-focused ads, which offer several calls to actions for brands to incorporate.
Lastly, Oath is rolling out interactive social media ads across its properties.
Brands can now get in touch with the company to find out more about the latest mobile advertising additions.

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