LAS VEGAS \u2013 Verizon\u2019s Oath is intent on spreading the love in 2018 as it ramps up to offer advertisers alternatives to more unified competitors like Facebook and Google.<\/p>\n
\u201cBuild brands people love\u201d is the mantra of the amalgamation of AOL and Yahoo that is Oath. Fittingly, the company has decided to share its \u201clove\u201d with advertisers and consumers at its love.com<\/a> site. There resides a wealth of data from some 150,000 consumers in 13 countries to reveal what makes them love their most trusted brands.<\/p>\n \u201cWe love this opportunity of using what we have as an asset and let it be shared across the industry, and it\u2019s something you\u2019re gong to see more of,\u201d says Tim Mahlman, President, Advertising & Publisher Strategy, Oath<\/a>.<\/p>\n In this interview with Beet.TV at Oath\u2019s first appearance at the annual CES<\/a> confab, Mahlman explains the company\u2019s mobile-first video push and how it intends to go big on such venerable brands as Yahoo. An example of the latter is the recently announced deal between Verizon and the National Football League. As CNBC reports<\/a>, fans can live-stream playoff games on the Yahoo Sports app, a deal with the sports league that is pegged at more than $1.5 billion over five years.<\/p>\n \u201cWe still very much want to double down on properties like Yahoo and within that the Yahoo Finance property and Yahoo sports,\u201d Mahlman says. \u201cThose are still big, behemoth organizations that have massive followings, especially on the app ecosystem.\u201d<\/p>\n Two themes Mahlman cites going forward are advertisers\u2019 continued concern over ad-serving transparency and creating unique ad formats for consumers, particularly in the mobile video realm. As for the former, he says, \u201cIt really comes down to transparency and trust. It\u2019s something we saw happen in 2017 where there\u2019s been some turmoil.\u201d<\/p>\n The need for more engaging formats is necessary to prevent consumers from shutting out ads altogether. \u201cIf we don\u2019t take amore proactive approach on it, we could see ourselves in a much different situation.\u201d<\/p>\n Mahlman believes that video needs to be \u201cdemocratized\u201d and \u201cubiquitous\u201d because there\u2019s no accounting for public taste. However, the caveat for publishers is the risk of going it on their own for video production. \u201cIf you try to produce the content on your own and you don\u2019t get the engagement, it\u2019s a heavy cost,\u201d Mahlman adds.<\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 Verizon\u2019s Oath is intent on spreading the love in 2018 as it ramps up to offer advertisers alternatives to more unified competitors like Facebook and Google. \u201cBuild brands people love\u201d is the mantra of the amalgamation of AOL and Yahoo that is Oath. Fittingly, the company has decided to share its \u201clove\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":62219,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6990],"tags":[5279,5333,5283,3803,5070,6637,6738,6989,7021],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49696"}],"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=49696"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49696\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62219"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}