BMW partner with Oath to step native mobile ad campaign up a gear

Crowds crossing the street at an intersection in Tokyo, Japan

In collaboration with media agency Wavemaker, Oath has launched its first UK Mobile Moments native ad campaign for BMW's new i8 Roadster.

Leveraging Oath's extensive audience insight across its media brands and services, BMW was able to refine and target its audience of aspirational males and engage them with content of the new i8 Roadster across Oath's owned and operated brands.

Mobile Moments is a new and immersive native mobile ad format. Powered by ad platform Gemini, this Mobile Moments campaign maximises engagement with a full screen interactive canvas for the BMW i8 Roadster. The video content is distributed across Oath's mobile apps and web inventory and appears in a native, non intrusive format as consumers scroll through premium content.

The content created by FCB Inferno focuses on the beautiful design and craftsmanship of the i8 Roadster and uses a visual burst of butterflies to signify the eco friendly aspect of the car. Live throughout July and August, the campaign has already proven a success with a 63% completion rate of the native video. This campaign supplements BMW's broader marketing play for the car, including TV ads and Out Of Home formats.

BMW commented: "We have a great relationship with Oath and can rely on their in-house mobile specialist team to create a dynamic ad to be showcased across their brand safe, premium mobile content, Bringing our brand to life via Mobile Moments ensured that the i8 Roadster is featured in a clear and effective way to our target audiences."

This native mobile ad experience is one of many formats Oath provides that creates an engaging experience for consumers. Mobile Moments allows Oath to work with brands who want to connect with mobile users, allowing full screen interaction placedin premium content to reach optimum brand and performance goals.

Head to our Tumblr to see the visuals from the campaign.