Verizon Media has increased the capabilities of its Moments native advertising format to give marketers more options than before, opening up the format to new gaming, shopping, 360-degree and carousel products.
The group, formerly known as Oath, is looking to position itself to better benefit from an upswing in native ads in the US with it comprising almost 60% of digital display spend in 2018 according to research from eMarketer.
On top of partnering with Microsoft earlier in 2019 to add its native formats to the likes of MSN, Outlook and Xbox properties, the company has also expanded its capabilities to better tailor to the demands of marketers.
Firstly, it has introduced touchpoints that allow brands to build shoppable experiences in ads, courtesy of digital pins. Next, game advertisers can now demo their titles in the ad blocks without any need to pre-install. Carousel ads can showcase multiple products – dynamic product ads can resurface abandoned carts in the carousel. A new panorama feature is capable of housing 360 experiences on mobile. And finally, marketers can add countdowns to their ads, effective calls to action during sales and events.
Stuart Flint, vice president EMEA at Verizon Media: “Our Moments formats allow us to give customers exciting canvases to connect with mobile users, allowing full-screen interaction placed in premium content to reach optimum brand and performance goals. Feedback from our clients has been positive and useful, allowing us to improve our offering with new and exciting features that provide a more immersive experience for consumers.”
It claims to have run 800 campaigns through Moments before the latest update, and is on the hunt for more brands to adopt the format in its many adaptable forms.
Source: The Drum