Verizon Media Brings Advanced Native Capabilities to Moments Format; Launches Verizon Ads SDK, Integrating with IAB Tech Lab Open Measurement  

Feb 26, 2019


Native advertising made up nearly 60% of all digital display spending last year, a 10% increase over 2017. Today, we’re more bullish than ever. Verizon Media closed 2018 with double-digit growth in native advertising year-over-year. In addition to expanding its native supply, Verizon Media committed to providing seamless and more engaging ad experiences for consumers--a commitment that served as the foundation of its full-screen native format Moments, available through Oath Ad Platforms. Since launch, Moments has seen terrific momentum, with over 800 campaigns, an expansion into takeovers, and ranking first with polled consumers in Likeability, Brand Clarity, and other key brand KPIs.


Verizon now says it is building on that success and rolling out an advanced suite of features within Moments, including some of its most well-known and requested solutions: Carousel, Panorama, Dynamic Product Ads, and Countdown. It will also be adding two entirely new features, Touchpoints and Playable, which add unique e-commerce and gaming functionality, respectively.

The advanced feature suite includes:

 

  • Touchpoints (new) allows brands to create an instant shoppable catalog experience enabling users to learn more about individual items or parts of an ad by tapping on pins. 
  • Playable (new) enables brands to launch an instant interactive preview of their game with no install required. 
  • Carousel allows marketers to generate an instant carousel storefront to feature multiple products or to tell a story through multiple cards.
  • Panorama invites users into an immersive, 360-degree interactive experience that showcases the complete picture in a way that today’s mobile users expect.
  • Dynamic Product Ads (DPA) allows brands to recapture the attention of users who have shown interest in products with a fullscreen carousel experience and bring them back to their shopping carts.
  • Countdown adds a timer to full-screen ads to increase urgency and conversion—a tool that’s especially useful with flash sales and daily deals that are easily becoming e-commerce staples.

 

Additionally, Verizon has launched the Verizon Ads SDK, a single and modular SDK for app developers that brings together the best monetization assets of AOL and Yahoo, and can provide access to complete mobile demand across Oath Ad Platforms. The SDK integrated with the IAB Tech Lab Open Measurement SDK. It will replace the Flurry Monetization and ONE Mobile SDKs and bring a more powerful approach to app monetization.

The Verizon Ads SDK integrates with the IAB Tech Lab Open Measurement SDK to allow for seamless viewability measurement by the industry’s leading third-party providers. With this integration, publishers need only to integrate a single SDK and advertisers have more control and can confidently access and measure mobile app inventory with their viewability vendor of choice.

The Verizon Ads SDK has been designed to support publisher SDK size and extensibility needs. The pluggable architecture allows for app developers to extend functionality over time and incorporate new ad placements with minimal effort. These new monetization opportunities no longer require an entirely new SDK, but rather, a small plug-in.

The Verizon Ads SDK also enables publishers to tailor it to their specific needs, reducing the overall SDK footprint. For example, Verizon Media’s own properties, such as Yahoo Sports and Yahoo Finance, are adopting a customized version of the SDK to fit their individual monetization efforts.


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