Amobee has unveiled the next generation of its 3D mobile advertising platform, Pulse 3D.

The mobile technology company, a division of SingTel's Digital L!fe Group, said that the new platform allows advertisers to create realistic 3D ads that allow mobile users to engage with products in ways never possible before.

According to Amobee, Pulse 3D ads are based on a new hybrid architecture of HTML5 and native device technology. Pulse 3D ads are not only three-dimensional, but incorporate app-like features, location-based customisation, as well as other forms of rich media, including video.

"Our mission is to create the world's most beautiful, engaging ads to build lasting brand relationships," said Trevor Healy, CEO of Amobee. "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."

The company said that the Pulse 3D platform delivers real-time 3D rendering in a mobile ad. Users can personally select which components of the ad they want to explore. 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, explore the details of the interior design, thus creating an unprecedented personalised experience.

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