3D ads that allow mobile users to engage with products ‘in ways never possible before’, have been launched by California-based mobile ad tech company, Amobee.

The 2005-founded business, which earlier this month acquired LA-based marketing platform for mobile, Gradient X, has today unveiled its new ‘Pulse 3D’ offering.

Chief executive officer of Amobee, Trevor Healy, said Pulse 3D ads are based on new hybrid architecture of a HTML5 and native device technology, to achieve maximum reach, engagement and performance.

As a result the ads are not only three dimensional, but incorporate app-like features and location-based customisation, as well as other forms of rich media including video, expandable image galleries, interactivity and ‘gamification’. This allows advertisers to develop a single creative, which scales across iOS and now Android mobile devices.

“Pulse 3D gives advertisers the ability to put their products in people’s hands and explore them in ways otherwise only possible in a store,” Healy said.

“With mobile commerce on a fast trajectory, creating visceral experiences on mobile devices will become a ‘must’ for advertisers.”

He said the new platform delivers real-time 3D rendering in a mobile ad. Users can personally select which components of the ad they want to explore, making it a truly customisable brand experience.

For example, within a Pulse 3D car advertisement, the mobile user can spin the 3D car model in all directions, open the car doors, change the exterior colour, and explore the details of the interior design, thus creating a personalised experience.

Every action of engagement in Pulse 3D ads can then be measured and analysed, allowing CMOs to effectively re-engage customers in a more meaningful way.

Pulse 3D has already been used to deliver immersive mobile ad campaigns for brands such as BMW, Expedia, Nokia, DISH Network and The Weather Channel.