Ever since Verizon formed Oath from AOL’s and Yahoo’s digital assets, it’s touted a “mobile-first” approach to engaging with consumers. The latest and perhaps most significant manifestation of that vision is a deal with Samsung that will pre-load Galaxy S9 phones with four apps populated by Oath content.
In addition to the Samsung pact, Oath announced at this week’s Digital Content NewFronts 2018 that it will debut 10 new series on AOL and Yahoo properties.
The apps that will reside on S9 phones are Verizon’s Go90 video service, Newsroom from Yahoo News, Yahoo Sports and Yahoo Finance.
The Galaxy integration is a “really important part of our statement to the marketplace about Oath as a mobile company. It’s a tremendous opportunity,” says Oath CRO John DeVine in this interview with Beet.TV.
“Millions of Samsung Verizon users will be carrying around those Oath brands in their pockets and it gives our advertisers a chance to get their ads into those apps.”
At its NewFronts presentation, hosted by actor Jamie Foxx, Oath announced three shows for mobile sports fans, as Broadcasting & Cable reports.
• The Rush, a daily sports show featuring “must-see” moments filmed both in vertical and horizontal format “so it gives the user a chance to really get the best of the mobile experience.”
• The Spin, offering insights and analysis on sporting events.
• Soccer Mom, in which soccer star Abby Wambach tackles everyday issues common to athletes and parents.
In addition, the Build Series is adding two new live daily shows: Build Brunch and The Build Up. Oath brand Makers will collaborate with Yahoo Finance on a new series titled Makers Money, aimed at helping women with their finances. It will feature Sally Crawcheck “talking about finance through the perspective of women,” DeVine says.
“We founded Oath and began Oath as a portfolio of brands. We’re going to continue to mine that garden of brands if you will,” says DeVine.
As it continues to invest in properties like Yahoo Finance, Huffington Post and Yahoo Sports, “Over time we may add to that portfolio as well. Those brands have a rich legacy and real trust equity built up with consumers and we think that matters to our advertisers.”
DeVine says one major focus of Oath is pioneering new ad formats that consumers will warm to. “We think clearly consumers want fewer adds, but they really want fewer bad ads.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.