- Visual narrative, scripted, short/long-form, interactive
- Design, build, render, asset management or dev
- Ad units/content, distribution & discovery
At Vertebrae, we are building a sustainable VR ecosystem by connecting pioneering brands and agencies with leading VR creators and 360° video publishers. Our native advertising platform is built to leverage the transcendent nature of VR storytelling with a range of fully immersive and interactive ad units. We are hardware agnostic, meaning our platform works in all headsets and on web and mobile.
Since our founding, we have been busy. We co-founded the IAB Tech Lab, focused on defining the standards and formats that will shape the VR advertising industry. We have built partnerships with some of the most forward-thinking brands and agencies in the world like Lionsgate, Edelman, and the Dallas Mavericks. We were chosen as one of the most promising VR/AR companies by HTC to participate in their ViveX accelerator program. Our CEO, Vince Cacace was named one of Forbes 30 Under 30 for Marketing & Advertising. We’ve exhibited or spoken at nearly every major VR/Adtech conference this year. We moved to a beautiful new office in downtown Santa Monica with enough space to host VR meetups and hackathons. There is so much more going on behind the scenes but you’ll just have to stay tuned to find out.
Vertebrae’s work has been featured in a variety of advertising, gaming, media and business publications. Please get in touch with the appropriate team or send an email to email@example.com
'JIGSAW' Augmented Reality Ads Hit the Mobile Web
Augmented reality ads are breaking out of messaging apps and coming to the mobile web in a new campaign from Lionsgate.
iOS 11 Kickstarts Mobile AR Marketing
The following is a guest contributed post by Vince Cacace, CEO at Vertebrae. The beginning of the era of augmented reality is here, and we have the device in our pocket to thank. When a new technological innovation evolves from the theoretical to the prac
Vertebrae Standing Up AR Ad Platform for ARKit Arrival
When iOS releases in the next few weeks, consumers on both iOS and Android operating systems can expect to see more AR ads in the mobile web browsers thanks to Vertebrae, an advertising platform for immersive media.
Shonduras Shares Branded Content Secrets at Elevate Conference
Shaun McBride, a popular creator on Snapchat and other digital platforms who is better known by his online handle Shonduras, had a message for marketers Tuesday at the Elevate Conference: trust influencers like himself to know how to move audiences.
What Happens When You Can't Look Away? How VR Developers Used Gaze Activated Technology To Captivate Comic-Con
A young woman runs up to the camera, frantic. She begs the viewer not to look away from her, to steady their eyes — but then, in the corner, a flash. And then another one, just out the corner of your eye. And she continues to beg, the view..
IAB Releases New Ad Portfolio with Flexible Ad Sizes in Alignment with LEAN Principles
NEW YORK, NY (July 20, 2017) — The Interactive Advertising Bureau (IAB) today released a finalized version of the new “IAB Standard Ad Unit Portfolio,” featuring ads that allow for creative to adjust to a variety of screen sizes and resolution capab
ViveX Demo Day Batch 2 Featured 26 VR and AR Companies
Today at an event in San Francisco HTC hosted a Vive X Demo Day for its second batch of funded company demos.
VR Gets 3D Product Placement Thanks to Vertebrae's New SDK
As more people buy virtual reality hardware, advertising on those headsets is becoming more viable. And that’s where Vertebrae wants to step in and help out developers. Vertebrae has rolled out the 1.0 version of its SDK that enables studios to drag
Tinder, Twitter and Other Tech Players That Marketers Should See at CES
It's not all about gadgets at the Consumer Electronics Show: It's also about the tech and marketing behind the scenes. Everyone from Madison Avenue to Silicon Valley will be in Las Vegas this week to talk business and view the technology that will shap
HTC Adds 30 More Companies To Its Virtual Reality Accelerator
HTC is announcing that 30 new startups have joined the second batch for its global virtual reality accelerator program. Maker of the HTC Vive VR headset, HTC wants to ensure that VR becomes the next-generation platform of computing by seeding startups
HTC Invests in 33 More AR/VR Startups Through Vive X
HTC’s Vive X accelerator is a $100 million fund for AR/VR companies that the company announced last year. Today HTC is revealing the second batch of companies that will receive investments and mentorship from the program. 33 seems to be the magic num
Vive X: Here Are The 33 VR Startups HTC Vive Just Funded
HTC’s Vive X accelerator program is welcoming more than 30 new VR and AR startups to the fold with investments in North America and Asia. The companies join the inaugural group of 33 startups funded in July last year. This second batch represents the
50 LA Startups to Watch in 2017
2016 was undoubtedly a great year for the LA tech community. As it becomes clear to the rest of the world that Los Angeles is no longer just a hub for entertainment, the amount of tech talent and new companies popping up in the area means 2017 will be jus
30 Under 30 2017: The Young Innovators Redefining Marketing And Advertising
Quick: Name one of the hottest industries right now, the one with such dizzying innovation, it’s tough to keep up. If you’d said the advertising and marketing industry, you’d get a gold star. And at the heart of that innovation are young people,
Forecast 2017: Mobile, Video, and Data are the Native Advertising Game Changers
Native advertising has fundamentally shifted the way publishers and brands have distributed their content via paid ad formats, largely with in-feed ad units on Content, Social, and Product feeds. We spoke with some members of the IAB Native Advertising/C
10 Recent VR and AR Investments You Should Know About
Over the last year, almost $2.5B has been invested in the VR/AR industry according to Digi-Capital. Despite the fact that a mere 6% of Americans will own a VR headset in 2016, future-looking venture capital firms have invested $500M in the VR/AR industry
What Marketers Need to Know About Virtual Reality --And Why It May Be Worth A Try
In theory, virtual reality is a marketer’s dream. Its hardware — think of the iconic visor-like headset — enables trendy technology like 360-degree video and spatialized audio, and has the potential to create a completely immersive space that pla
As Virtual Reality Proliferates, It's Clear We Need New Metrics
Brands want to know their ads are being seen, by how many real humans, and how those ads help sell their products. But beyond those basics, there’s still plenty of disagreement over how best to measure and evaluate success. With the arrival of virtua
As Virtual Reality Content Gains Traction, Bigger Dollars Flow to Ad-Tech Players
There's been a ton of investor money pouring into content-driven, virtual-reality startups like Within and Lucid in recent months. Ad-focused VR players have been largely relegated to the sidelines, watching and waiting until the space becomes more mainst
Vertebrae Exits Stealth and Secures $10 Million to Bring Advertising Technology into VR
With everyone seemingly keeping a close pair of eyes on the potential size of the virtual reality marketplace, discussions on how marketing, advertising, and promotion will look in this new immersive space are somewhat overlooked. advertisement To m
Vertebrae's Maxim for Virtual Reality Ads: Don't Be Annoying
Hate obstrusive online advertising? Then imagine how you’d feel if those ads were literally in your face, playing on a virtual reality headset with no chance to look away. Santa Monica-based VR advertising startup Vertebrae officially launched Wednes
VR Ad Tech Company Vertebrae Emerges From Stealth With $10 Million In Funding
Oculus may not be adding adverts to the Rift directly any time soon, but that’s not stopping other companies from doing it themselves. A new company named Vertebrae announced its own round of Series A financing today. The VR outlet raised some $10 mi
Ad Tech Companies Are Testing New Formats Like Virtual Reality and 360 Video
Seventeen years ago, The Blair Witch Project revolutionized movie marketing by turning an indie horror film into a blockbuster with a low-budget viral campaign. Now, just ahead of the third installment of the franchise on Sept. 16, Lionsgate wants to conj
Blair Witch VR Trailer is a First in Immersive Movie Advertising
Sisters, from Otherworld Interactive, is creepy enough as virtual reality experiences go. A jump-scare-heavy, episodic mix of haunted house imagery combined with escape-room mechanics, it was recently chosen as one of Sundance Film Festival’s New Fronti
The Vertebrae team includes some of the top minds in media, gaming, ad tech, and brand marketing with backgrounds at companies such as Oculus, Google (Youtube), Activision, Facebook and AdColony. We are passionate about VR.
The inspirational captain of our team, Vince is meticulously crafting an advertising empire, as well as a very detailed replica of the Sistine Chapel in Tilt Brush. If you dare challenge him at foosball, you better bring your A game.
VR Production Services
Live Action, VR/360
- Visual narrative, scripted, short/long-form
- Live action, live 360/VR, real-time live, on-demand
- Formatted, custom app, Youtube, Facebook, etc.
- User engagement, control
- Animation, live action with user interactivity
- Formatted, custom app, app integration, etc.