Oath rolls out new mobile advertising formats at Mobile World Congress (MWC)

Anne Freier | February 28, 2018

Mobile Advertising

Verizon-owned advertising technology company Oath has just launched its range of mobile ad formats internationally to mark the start of the Mobile World Congress (MWC). The company presented augmented reality (AI), full-screen native and interactive ad units at the event.
Oath says that the newly launched AI ad format provides a more immersive messaging experience. Brands such as Home Depot have already trialled the format. Meanwhile, native ads will become available across properties such as Yahoo Sports and Huffpost.
Verizon Wireless acquired Yahoo (and with that Oath) back in June 2017. The telecommunications company aimed to simplify cross-screen advertising campaigns through the merger.
Now it is focusing in on its ad formats to ensure that mobile ads are covered. According to the latest IAB digital ad spend forecast, mobile now accounts for 38% of digital ad expenditure in the UK. At the same time, Oath is targeting some of the market share which heavyweights Google and Facebook dominate.
As part of the move, ad formats will become available in the UK, France, Germany, Spain, Italy, Singapore and Canada.

With the latest roll-out, Oath has also included other mobile ad boosters such as coupons that consumers can add to their mobile wallet after they engage with an advert.
As part of its social feed properties, Oath added interactive content.
John DeVine, Chief Revenue Officer of Oath, originally announced the new formats in December 2017. He wrote in a blog post:

“It’s a massive priority at Oath to simplify, strengthen and scale our creative ad portfolio globally across mobile, display, video, native and social. With nearly 70% of our audience on mobile, we will deliver a better ad experience that’s mobile-best and consumer-first. To start, we’ve launched an innovation council focused on ad experiences at Oath, bringing together our sales, operations and engineering teams to define what’s next in mobile advertising.”

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