Oath unveils development plans for Hong Kong

Oath unveils development plans for Hong KongOath, a subsidiary of US telecoms operator Verizon and owner of the Yahoo brand, has launched its first global brand campaign in nine markets including Hong Kong.

The company has announced plans to introduce its stable of well-known media and technology brands such as Huffington Post, TechCrunch and RYOT into Hong Kong.

Oath encompasses over 50 such brands as well as Yahoo and ISP turned web portal and online service provider AOL (America Online). It was established in June following Verizon's US$4.5 billion acquisition of Yahoo.

Oath managing director for Hong Kong and INSEA Rico Chan said the company plans to differentiate through advanced analytics.

“With Oath’s house of brands, we can better understand users’ habits and preferences through user data analytics, allowing advertisers to further extend their target audience reach,” he said.

“This greatly enhances the effectiveness of promotional solutions and opens up tremendous business opportunities to advertisers.”

Oath has also announced updates to various Yahoo branded products, such as new localized features for the Yahoo Finance App and the launch of a number of new self-produced local programs for Yahoo TV, including lifestyle, finance and sports programming for Hong Kong viewers.

Since its first broadcast in June, Yahoo TV has reached an average of 2.5 million video streams per day, with self-produced programs obtaining average views of more than 600,000 per episode, Oath said.