Verizon Media goes native with Moments format
Details
Joseph O'Halloran
| 22 February 2019

On the back of native advertising made up nearly 60% of all of its digital display spending in 2018, a 10% increase compared with 2017, Verizon is rolling out what it calls an advanced suite of features within its full-screen native format Moments advertising portfolio.

As it launched its new suite, available through Oath Ad Platforms. Verizon said that it was committed to providing seamless and more engaging ad experiences for consumers. Since launch, Moments has seen use in over 800 campaigns, an expansion into takeovers, and is said to have ranked first with polled consumers in likeability, brand clarity and other key brand KPIs.

The new suite features enhancements to existing solutions — namely Carousel, Panorama, Dynamic Product Ads, and Countdown. Verizon is also adding two new features, Touchpoints and Playable.

Touchpoints is said to allow brands to create an instant shoppable catalogue experience enabling users to learn more about individual items or parts of an ad by tapping on pins. Verizon Media claims that advertisers have seen 23% lift in ROAS and 35% increase in CTR over standard native static ads using the new feature.

Playable is designed to enable brands to launch an instant interactive preview of their game with no install required. The feature is made to encourage high-intent users to engage with the content static full-screen