Oath unveils extended reality advertising | Ad Tech | News | Rapid TV News
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Verizon digital subsidiary Oath has debuted ‘extended reality’ (XR) ad experiences, which include 3D ad formats and first-in-market programmatic virtual-reality ads.

go90 20 june 2018“Consumers are hungry for engaging, well-executed XR ad experiences that provide utility, enhance reality and create meaningful connections with brands,” said Jeff Lucas, head of Americas sales and global teams at Oath. “At Oath, we’re using brand advertising intelligence to help marketers build emotional connections that motivate consumers throughout their journey toward a brand.”

Oath’s 3D ads allow users to explore objects from any angle and help them make informed decisions throughout the consumer journey. Brands like LG, Three, Chevrolet and Peugeot have used the format so far.

Oath’s programmatic VR offering comes thanks to a partnership with VR supply-side platform Admix and programmatic trading infrastructure BidSwitch. Standard IAB display and video creative assets are tagged for VR inventory and served programmatically through Oath’s demand-side platform, making it possible for brands to run these ads in a VR environment. Agencies and brands can also tap Oath to develop custom, fully-immersive VR experiences. Programmatic VR is currently available in the US and UK.

Oath also is introducing Brandblazers, an annual initiative to highlight forward-thinking campaigns across the globe.