As we have discussed before, Verizon recently premiered it’s new advertising platform Oath. Oath’s goal is to use well known brands like Yahoo, AOL and more to promote other companies and brands. They focus heavily on following consumer and advertising trends so that they can offer the most applicable services and resources to their customers. They also offer a variety of ad formats and resources to help businesses achieve their goals.
According to a recent study done by Oath, mobile advertising trends are expected to see a rise in the coming years. It is well known that mobile phone use has been growing exponentially over the last few years, so it makes sense that advertising to mobile would be increasing as well. But, Oath’s study dove into some of the more specific actions users are taking on their devices. Oath discovered that “28% of consumers experience VR on smartphones” and “49% of consumers experience 360-degree videos on smartphones.” VR (Virtual Reality) and 360-degree videos are both newer technologies accessible on smartphones which allow users to see objects, places and spaces in more depth and detail than in a standard image or video. To accommodate this new rise in usage type, some of Oath’s formats are being tailored to mobile devices to help advertisers take advantage of the new technology. These efforts were recently seen in June 2018 when Oath announced in a press release that they are utilizing VR and 3D ad formats. These ads will allow advertisers to extend some of their existing display or video ads into VR or 3D experiences easily. This will allow users to explore advertised products from multiple angles and within different spaces, which Oath reports is expected to generate extra user engagement time with each ad. As with any new development in technology and advertising, only time will tell if these usage trends will continue and allow the 3D ad types to succeed. But, if they do, it could mean a whole new world of advertisements to develop.
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