Mobile advertising company Amobee has launched its Pulse 3D ad platform.

As the name suggests, the platform can be used to create ad units incorporating 3D-rendered models which the user can interact with – meaning they can inspect the product being advertising from all angles, for example. 

“Theres a sense that the market is expecting more from mobile advertising, which so far has mostly relied on transitioning the typical online model, with limited success,” Ben Tatton-Brown, SVP & managing director, EMEA at Amobee told Mobile Marketing. “PULSE 3D is all about creating engaging ads that are as rich and beautiful as the apps they might appear in.”

Pulse 3D is based on technology acquired by Amobee when it bought Adjitsu in May 2012. It made 3D ad technology available not long after, through the Pulse Create platform, which launched last September.

This full launch adds support for Android on top of  iOS, and can be used to create full HD ad units with more detail and shading than was previously possible. The ads also scale to match the device, serving 2D assets if it detects the device isnt capable of handling the 3D.

Amobee is going to keep Pulse 3D in-house initially, though Tatton-Brown told us theres a possibility that it will make the tools available to creative agencies as a self-service product in the future.