MASTERCLASSING

Verizon Media brings native capabilities to its Moments ad format

Tyrone Stewart

Verizon Media Oath MomentsVerizon Media, formerly Oath, has added a suite of native features to its full-screen native Moments ad format, which forms part of the unified ad tech brand launched by Verizon Media in September 2018, Oath Ad Platforms.

Moments is now home to Carousel, which enables marketers to create an instant carousel storefront featuring their products or tell a story through cards; Panorama, an immersive 360° interactive experience; Dynamic Product Ads, enabling brands to recapture the attention of users who have previously shown interest using a full-screen carousel; and Countdown, which adds a timer to full-screen ads to increase urgency and conversion.

In addition to those existing solutions, Verizon Media has introduced two new features: Touchpoints and Playable.

With Touchpoints, brands can create an instant shoppable catalogue which enables users to learn more about part of an ad by tapping on pins, while Playable enables game developers to launch an instant interactive preview of their game with no install required.

“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,” said Stuart Flint, VP EMEA at Verizon Media. “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.”

Last month, Verizon Media penned a multi-year global native advertising deal with Microsoft. The deal has resulted in marketers being given access to 20 per cent more native inventory through Oath Ad Platforms with ad formats on Microsoft News/MSN.