Nat Geo, Oath partner on VR ads for Mars series 2 | Ad Tech | News | Rapid TV News
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National Geographic and Oath have announced a virtual reality (VR) partnership for advertising, in support of next week’s series 2 premiere of Mars in the US.
Oath 8Nov2018
Verizon’s digital division will programmatically power VR ads for National Geographic to promote the popular six-episode docudrama, which predicts what life will be like on the Red Planet.

VR users will see ads for Nat Geo’s Mars in picture frames, TVs and even on traditional billboards in gaming and social experiences.

“Available through Oath Ad Platforms via a partnership with VR/AR SSP Admix and BidSwitch programmatic infrastructure, programmatic VR enables advertisers to seamlessly extend existing display and video assets to fully immersive and consumer-first VR environments,” said Jeff Lucas, vice president, head of North American Sales and Global Client Services, Oath.

Oath is working with Nat Geo and ad agency 360i to promote the season two premiere of Mars. After a highly successful first season — the series became the network’s second highest rated series of 2017—the campaign will build awareness for the return of Mars, which premieres on November 12.

“We constantly look for ways to innovate and create seamless and immersive content experiences for our audience,” said Dennis Camlek, executive vice president, strategy and consumer marketing at National Geographic “By partnering with 360i and Oath on delivering this incredible, first-of-its-kind VR experience, our audience is able to engage with MARS and get excited for the new season, and ultimately, by using this powerful storytelling device, we’re hoping to inspire future scientists, explorers and adventurers.”

Oath will soon rebrand to Verizon Media Group, it announced earlier this week.