Oath recently launched an internal “innovation council” which will focus on ad experiences that support the estimated 70% of people visiting or using its platform on mobile devices. The company called upon its team members from various sections including engineering, sales and operations to work together in determining the top upcoming trends in mobile advertising.
“Mobile and video will be at the forefront of everything we do,” John DeVine, CRO at Oath, wrote in a blog post. DeVine outlined four key categories in which Oath is testing new ad units. Oath managed to create a mobile ad that would help consumers save money on coupons and product deals all to help boost their mobile wallet. Once the mobile ad appears, consumers are automatically given the option to save special offers on their mobile wallet. Brands can then later on alert the consumers on special deals and offers through mobile lock screen notifications.
The mobile wallet saving ad was Designed by RYOT Studio, Oath’s creative agency, an augmented reality (AR) mobile ad unit powered by Yahoo Gemini that enables consumers to click to access an ad experience in platforms such as Yahoo Mail. Other big stores including Home Depot and Pottery Barn are working with Oath to test the AR format.
An increasing number of retailers are taking on AR in the marketing strategies. Point in case, in November, Williams-Sonoma acquired Outward, an augmented reality and 3D imaging startup acquired for $112 million.
In addition, Oath is also testing a native ad powered by Yahoo Gemini that the company will run across all Oath mobile apps, such as Yahoo Finance, Yahoo Sports, Yahoo Weather and HuffPost. An interactive ad unit goes beyond the newsfeed by aligning the brands’ real-time photos, videos and custom hashtags with premium content and new audiences.