CANNES \u2013 Sailing against companies like Facebook and Google, Oath\u2014the combined AOL-Yahoo entity\u2014finds itself navigating deeply competitive waters. So it\u2019s apt that the person chosen to pilot the new vessel, John DeVine, not only ran Yahoo\u2019s global operations but also is a former U.S. Navy officer.<\/p>\n

Oath<\/a> is a portfolio of more than 50 media and tech entities that Verizon accumulated with its acquisition of AOL and, most recently, Yahoo. It\u2019s hoping that its \u201cton of quality brands\u201d from Yahoo\u2019s news and sports franchises to Huffington Post, TechCrunch and others will represent a trusted port for marketers in a sea of not always reputable options.<\/p>\n

\u201cWe\u2019re really excited about the reaction we\u2019re getting to the Oath name and the Oath brand and the Oath value proposition,\u201d says DeVine<\/a> as the company made its debut at the Cannes Lions Festival of Creativity.<\/p>\n

Oath is hoping that the perception of trust will be a big differentiator.<\/p>\n

\u201cWhen you put the trusted brands, the trusted data and the trusted distribution together, we think there\u2019s really an opportunity that the marketplace is looking for to build brands with trust,\u201d says DeVine, who served in the Navy before founding and leading McKinsey & Co\u2019s B2B\/B2C Customer Experience Practice. He joined Yahoo four years ago.<\/p>\n

Mobile, video and content marketing are keystones of the company\u2019s strategy. \u201cWe think brands will be built on the mobile device,\u201d he says. \u201cOath is investing in building out quality video ad supply but also really innovative ad positions that let marketers and let brand builders get their brand out in video.\u201d<\/p>\n

At Cannes, DeVine is inspired by the work he\u2019s seen in virtual and augmented reality, 360 video and holographic advertising, among other things. \u201cIt\u2019s just great to see the innovation that\u2019s happening.\u201d<\/p>\n

He also perceives a desire on the part of marketers to change the way they engage with consumers on their phones. Not just a \u201cone-way, interruptive ad protocol but something that\u2019s really much more interactive and two-way.<\/p>\n

\u201cSo I think the creativity that\u2019s happening there around the mobile device and the way to bring brands through the phone is really energizing.\u201d<\/p>\n

This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Sailing against companies like Facebook and Google, Oath\u2014the combined AOL-Yahoo entity\u2014finds itself navigating deeply competitive waters. So it\u2019s apt that the person chosen to pilot the new vessel, John DeVine, not only ran Yahoo\u2019s global operations but also is a former U.S. Navy officer. Oath is a portfolio of more than 50 media […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6588],"tags":[5333,5283,5070,6637,6650,6651],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46951"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46951"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46951\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}