Ever since Verizon formed Oath from AOL\u2019s and Yahoo\u2019s digital assets, it\u2019s touted a \u201cmobile-first\u201d 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.<\/p>\n
In addition to the Samsung pact, Oath announced at this week\u2019s Digital Content NewFronts<\/a> 2018 that it will debut 10 new series on AOL and Yahoo properties.<\/p>\n The apps that will reside on S9 phones are Verizon\u2019s Go90 video service, Newsroom from Yahoo News, Yahoo Sports and Yahoo Finance.<\/p>\n The Galaxy integration is a \u201creally important part of our statement to the marketplace about Oath as a mobile company. It\u2019s a tremendous opportunity,\u201d says Oath CRO John DeVine in this interview with Beet.TV.<\/p>\n \u201cMillions 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.\u201d<\/p>\n At its NewFronts presentation, hosted by actor Jamie Foxx, Oath announced three shows for mobile sports fans, as Broadcasting & Cable reports<\/a>.<\/p>\n \u2022 The Rush, a daily sports show featuring \u201cmust-see\u201d moments filmed both in vertical and horizontal format \u201cso it gives the user a chance to really get the best of the mobile experience.\u201d<\/p>\n \u2022 The Spin, offering insights and analysis on sporting events.<\/p>\n \u2022 Soccer Mom, in which soccer star Abby Wambach<\/a> tackles everyday issues common to athletes and parents.<\/p>\n 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<\/a> \u201ctalking about finance through the perspective of women,\u201d DeVine says.<\/p>\n \u201cWe founded Oath and began Oath as a portfolio of brands. We\u2019re going to continue to mine that garden of brands if you will,\u201d says DeVine.<\/p>\n As it continues to invest in properties like Yahoo Finance, Huffington Post and Yahoo Sports, \u201cOver 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.\u201d<\/p>\n DeVine says one major focus of Oath is pioneering new ad formats that consumers will warm to. \u201cWe think clearly consumers want fewer adds, but they really want fewer bad ads.\u201d<\/p>\n