Oath Debuts Extended Reality (XR) Ad Experiences at Cannes Lions

Oath, a Verizon (NYSE, Nasdaq:VZ) subsidiary, kicks off Cannes today
with new opportunities for brands to engage with consumers through
extended reality (XR) ad experiences. Combining the art of brand
building and the science of data, new 3D ad formats and first-in-market
programmatic VR ads represent the company’s latest premium ad innovation
for consumers to discover, interact and transact with brands.

“Consumers are hungry for engaging, well-executed XR ad experiences that
provide utility, enhance reality, and create meaningful connections with
brands,” said Jeff Lucas, Head of Americas Sales and Global Teams, Oath.
“At Oath, we’re using brand advertising intelligence to help marketers
build emotional connections that motivate consumers throughout their
journey toward a brand.”

Programmatic VR

Oath’s first-in-market programmatic VR offering enables advertisers to
seamlessly extend existing display and video assets into fully immersive
and consumer-first VR environments. By partnering with Admix,
the first SSP for VR/AR, and programmatic trading infrastructure BidSwitch,
standard IAB display and video creative assets are tagged for VR
inventory and served programmatically through Oath’s DSP, making it easy
for brands to run these ads in a VR environment. Agencies and brands can
also tap Oath to develop custom, fully-immersive VR experiences.
Programmatic VR is currently available in the U.S. and UK.

3D Ad Formats

Oath’s 3D ads take brands to the next dimension by creating a lean-in,
interactive experience for its one billion global members across its
premium house of brands. 3D ads allow users to explore objects from any
angle and help them make informed decisions throughout the consumer
journey. Innovative brands like LG, Three, Chevrolet and Peugeot have
leveraged the format to extend reality and engage with their consumers
in new and unique ways.

These ad experiences bring together the art of brand building and the
science of data to move consumers from the top to the bottom of the
marketing funnel. This builds on Oath’s recent success with AR
ads that have delivered an average of 2+ minutes of user engagement.


Over the past year, Oath’s partners have been trendsetters, trailblazers
and brand builders, launching some of the industry’s most creative
campaigns across its properties and embracing many of these
consumer-first experiences. To recognize those creative leaders, Oath is
introducing Brandblazers, a new annual initiative to highlight forward
thinking campaigns across the globe. These creative programs have pushed
boundaries in advertising and delivered value across devices. While each
of the inaugural campaigns tackles various issues or consumer moments,
one theme is constant: innovation. To learn more visit: https://www.oath.com/brandblazers/.

About Oath

Oath, a subsidiary of Verizon, is a values-led company committed to
building brands people love. Oath reaches one billion people around the
world with a dynamic house of media and technology brands. A global
leader in digital and mobile, Oath is shaping the future of media and
technology. For more on Oath, visit www.oath.com.

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