New AR advertising experience from Emodo’s partnership with 8th Wall

Ericsson’s mobile ad technology business, Emodo, today announced a partnership with web-based augmented reality (WebAR) company 8th Wall to establish an end-to-end WebAR advertising solution. This solution aims at providing agencies and brands the ability to create and distribute WebAR ad campaigns.

This end-to-end solution introduces new embeddable AR ad types, as well as giving advertisers the capability to place WebAR content inside ad units directly alongside publisher content. The 8th Wall-powered WebAR ad experiences are distributed through Emodo’s ad supply chain and audience targeting solutions.

Read more: Marketers look to upgrade their 3D digital experiences as the metaverse approaches

8th Wall’s WebAR experiences work in-browser, without requiring an app to download. They can be viewed on iOS and Android phones, desktop computers and AR or VR headsets. The embeddable AR ads enable viewers to experience the ad directly on the publisher’s page. It uses 8th Wall’s Inline AR capability, and is a unique ad format to 8th Wall and Emodo.

Why we care. Marketers want to use technology that is widely adopted and adaptable, which is what Emodo promises with this new partnership. With all the talk about VR experiences and the metaverse in recent months, it’s useful to step back and consider how experience has improved using all kinds of 3D imaging and augmented techniques, from virtual try-on to OOH digital billboards.

Emodo’s focus on mobile ads, along with 8th Wall’s app-free experience, gives marketers the opportunity to deliver a tech-forward AR ad to consumers who are out in the world, or in-store, close to a point of sale.

About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.