Media Pulse secures Canadian rights to 3Rock’s 3D AR
Media Pulse, the connected television (CTV) marketplace owned by Blue Ant Media, has secured exclusive Canadian rights to the 3D and Augmented Reality (AR) advertising technology created by UK-based 3Rock Global.
The arrangement will allow Media Pulse’s clients to deploy immersive visual formats that have been used by major international brands including Coca-Cola, Prada and Bacardi. The 3Rock solution is engineered to present interactive three-dimensional imagery on ordinary TV sets, smartphones and 3D digital out-of-home (DOOH) displays without requiring specialist screens or 3D spectacles. The vendor’s approach is intended to broaden creative options for advertisers while avoiding the need for additional consumer hardware.
3Rock Global has positioned its offering on the basis of neuroscience-driven evidence, asserting that interactive content enhances attention and memory encoding. The provider reports that those effects translate into heightened emotional engagement, stronger brand loyalty and increased repeat purchase behaviour, and it quantifies the benefit as approximately 2.5 times the return on investment of conventional two-dimensional advertising.
From Media Pulse’s perspective, the exclusive rights form part of a strategic effort to enhance its marketplace proposition for Canadian advertisers. The company plans to integrate the 3D and AR capabilities into its commercial inventory and workflows, enabling brands and agencies to incorporate immersive assets into programmatic and direct buys. The parties have presented the collaboration as an opportunity to trial and scale creative formats that capture viewer attention and support longer-term recall.
3Rock Global describes the partnership as a first third-party distribution tie-up in Canada and frames the move as a deliberate push to raise the standard of immersive brand experiences in the market. Media Pulse has emphasised that the agreement strengthens its credentials as a CTV marketplace able to offer measurable immersive solutions to advertisers seeking differentiation in a crowded media environment.
Industry commentary highlights that a key advantage of the deal lies in compatibility: the immersive effects can be delivered across standard screens and mobile devices, which may help adoption by removing barriers associated with specialised installations. That compatibility means creative executions can run at scale across linear, connected TV and DOOH channels, extending potential audience reach beyond niche setups.
The partnership also aligns with a broader industry trend in which advertisers demand demonstrable business outcomes from new creative formats. The use of neuroscientific methodologies to validate attention and recall metrics has become more routine among providers seeking to substantiate claims about effectiveness. The partners indicate that the data underpinning the 3Rock format will be made available to planners and measurement teams so that campaign choices can be grounded in empirical evidence.
Clients will be able to access the 3D and AR tools via Media Pulse’s platform and to integrate the assets into campaign planning, execution and measurement. The offering is expected to find applications across sectors such as fast-moving consumer goods, fashion, beverages and leisure, reflecting the categories already served by the technology’s early adopters. Commercial arrangements will include performance measurement and attribution frameworks tailored to the immersive format.
By securing exclusive rights for Canada, Media Pulse aims to provide an advantage to advertisers seeking innovative creative approaches that can be measured and optimised. The deal underlines a continued shift towards experiential advertising within the fast-growing CTV and DOOH markets and positions both companies to capitalise on demand for more engaging, data-driven ad formats.
