Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers

Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers

Advertisers running Moments campaigns will now have access to Touchpoint ads, a shoppable ad unit, and Playable ads for games.

Amy Gesenhues on February 21, 2019 at 11:44 am | Reading time: 3 minutes

 

Verizon Media (formerly Oath) has rolled out two new features as part of its Moments mobile native ad suite: Touchpoints and Playable ads. The Touchpoints ad units are designed for e-commerce advertisers, offering a shoppable experience for product ads, and the Playable ads — which include an interactive preview of the game without a user having to install — are for game advertisers.

Why you should care

E-commerce and gaming advertisers running Moments campaigns on the Oaths Ad Platforms will want to take advantage of the new ad features.

The Touchpoints ads, part of the Moments suite of e-commerce ad units, are designed to create more engagement with shoppers by letting users tap a pin within an ad to learn more about a product. Advertisers that have been given early access to the feature report a 23 percent lift in return on ad spend and a 35 percent increase in click-through-rates over standard native static ads.

The Playable ads give gaming advertisers the ability to run “try-before-you-buy” ads, offering an interactive preview of a game before a user downloads it. Chartboost, an in-app monetization and mobile advertising platform, reports game developers saw conversion rates improve two to four-times with Playable ads compared to static full-screen interstitial ads.

The two new ad features expand the Oath Ad Platforms’ Moments suite to six total ad types. Along with the Touchpoint and Playable ads, advertisers also have access to Carousel ads, Panorama ads, Dynamic Product Ads and Countdown ads. Verizon Media reports more than 800 Moments campaigns have been created since the launch of the platform last September.

Verizon Media’s list of media offerings is deep (Yahoo, AOL, HuffPost, Makers, TechCrunch and Tumblr among others), but the company has struggled to deliver on its business results. eMarketer reported this week that the company is projected to take less than a three percent (2.9%) share of the digital ad revenue market by the end of 2019 — down from the 3.4 percent market share it took in 2018. Meanwhile, competitors like Google and Facebook are expected to take a combined 60 percent share this year, while Amazon grabs 8.8 percent of the digital ad revenue pie.

The two latest ad features may help with its current roster of advertisers, but it’s unlikely the new ad roll-outs will move the needle when it comes to Verizon Media’s digital ad share this year.

More on the news

  • Native advertising made up nearly 60 percent of all digital display spend in 2018, resulting in a 10 percent increase over 2017, according to an eMarketer report.
  • The company reports its Moments mobile native ad units have experienced “terrific” momentum, and have ranked first in likability and brand clarity according to consumer surveys.
  • Verizon Media changed its company name from Oath on January, 8, but has kept the name “Oath” in reference to its ad platform: Oath Ads Platforms.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: The key to email marketing success
    The FTC weighs in on customer data privacy
    Whatever happened to customer journey orchestration?
    The latest jobs in martech
    B2B buyers are much more concerned about a company’s values than the general public

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.