Verizon Media Launches ‘Immersive’ XR Content, Ad Platform (MESA)

Verizon Media has launched a new extended reality (XR) platform, geared toward providing advertising and content powered by 5G in the augmented reality, virtual reality, and mixed reality space.

The platform — Verizon Media Immersive — aims to give advertisers and online publishers new, enhanced storytelling and interactivity opportunities for their consumers, providing a merged physical and digital experience, including 3D visualization of products and more personalization of ads. Verizon Media immersive will provide partners with a combination of authoring tools, content libraries, and search and e-commerce, all delivered via a personalized, interactive experience, the company said.

“The launch of Verizon Media Immersive unlocks new opportunities for our partners and advertisers by providing the latest AR and VR capabilities to help them connect and engage with consumers in a more impactful and interactive way,” said Guru Gowrappan, CEO of Verizon Media. “Leveraging Verizon Media’s ecosystem, technology and Verizon’s 5G network give us the ability to create a scaled XR experience like no other.”

Verizon Media Immersive will offer 360 experiences, with modern 3D standards allowing partners and Verizon Media brands (including Yahoo, HuffPost and TechCrunch — to create stories and connect consumers to brands using AR, VR and MR experiences. For advertisers, Verizon Media Immersive promises to offer a scaled opportunity to merge physical products with the digital world, using high-def, Hollywood-quality video, with formats built directly into Verizon Media’s properties and the Verizon Media Ad Platform. This will allow for easy delivery of 3D and AR campaigns across articles, searches, affiliates, commerce, and branded content,.

The suite is powered by Verizon’s 5G network, allowing creators to utilize formats ranging from volumetric capture to motion capture. Thus far, Verizon Media Immersive content has been available through mobile app only, but as the demand for 3D and AR experiences has grown, Verizon Media will now integrate across all of its products and services on desktop and mobile web.