3D and Augmented Reality (AR) has already revolutionized eCommerce and now, these technologies are changing the face of digital advertising with the introduction of 3D immersive ads.
But what are they, exactly? As one of the newest ad types in the market, 3D immersive ads are often confused with 3D animated ads. While both kinds are proving to be a lot more effective than the average 2D ad, reaching up to 8 times higher engagement, they are not the same thing.
Immersive ads allow people to interact with a product directly inside the ad in real time. In much the same way you would interact with a product page that incorporates 3D or AR. 3D animated ads, on the other hand, are a more passive type of 3D ad with no interaction, like viewing a large digital billboard in 3D.
Advertising is a very lucrative business. According to global ad agency GroupM, it is worth $766 billion and is on track to hit $1 trillion by 2025. Digital opportunities, which didn't even exist just a few years ago, are fuelling this massive growth.
The problem is that most people hate ads - especially the digital kind. That’s why there is ad-blocking software and ad-free paid subscriptions to popular platforms like Spotify and Youtube. At the same time, the competition for eyeballs and clicks has never been more intense. These simple facts complicate the business of advertising.
However, whether or not people like it, digital media is here to stay, accounting for 64% of total global advertising last year. With Google, Meta, and Amazon dominating the space. Although the pandemic served as a major disruptor to people's buying habits, it has also boosted the adoption of eCommerce, which in turn continues to drive digital media adverts.
Studies have shown that 3D immersive ads are more interesting to consumers. According to Ericsson, 76% of consumers say they would pay more attention to AR ads, while 70% would like to see more of them. In a world where most people want less advertising and not more, that’s definitely saying something.
AR advertising is more interesting because it’s still relatively new, and customers love the ability to interact before committing to a purchase. Adding AR functionality directly to an advertisement gives potential customers the ability to try it out then and there, without any extra steps.
However, when considering this 3D ad format, it’s important to understand what it can and cannot do. For example, immersive creatives are usually limited to showing a single product at a time in order to allow the viewer to interact with it. But can still include variations of the product, such as color.
When evaluating which products are best suited for 3D immersive ads, companies should consider selecting their most searched for products as prime candidates. Where buying intent is likely to be highest in a product search ad, delivering exactly what the customer is looking for.
At the moment, there are three main platforms that support this ad type: Google Swirl, Facebook, and Snap.
In Google Swirl, ads are available for Display and Video 360 campaigns and run across your Google Ad Manager inventory. On Facebook, ads will appear in a user’s news feed, and on Snapchat, promoted as a story.
Let’s take a closer look at how to make your advertising more immersive.
Several social media platforms including Snapchat and Facebook offer some kind of interactive ad display. According to a new report by Accenture, the global social commerce industry is expected to grow three times as fast as traditional e-commerce by 2025. A clear signal that social commerce is not one to ignore.
Facebook has its own AR Studio called Spark for creating ads across Facebook, Instagram, and Youtube. With several interactive options that can all be shown on the viewers' news feed. Facebook’s AR ads allow users to experiment with AR using their smartphone cameras directly from the ad. As used by Michael Kors to advertise sunglasses and Sephora for makeup.
Snapchat allows advertisers to create their own branded AR lenses using a paid campaign called Sponsored Lens. Offering brands a fun way to advertise their products without it feeling too much like an ad. This is a premium ad type that’s been around since 2015 and continues to remain hugely popular, with nearly 2.5 million Lenses created so far.
First introduced in 2019, Google Swirl is available to all Display & Video 360 customers globally. It allows brands to incorporate 3D objects within the ad to zoom in or rotate for an immersive display.
As an official Google trusted 3D Production Partner, Modelry can create and supply high-quality assets optimized to create 3D Swirl ads. Making a Swirl creative is simple. Once the 3D asset is created, upload and start building in Google Web Designer.
Brands are seeing great success using Swirl ads for various campaign goals. This includes increasing consideration by showcasing product features, building brand awareness, and delivering a great mobile experience. According to Google
In addition to social media and digital ads, it’s possible to turn any advert into an immersive AR experience using QR codes. Brands can even augment their billboards, print, or posters using QR codes or image trackers. AR applications help brands build stronger connections with their audiences, leading to better engagement and ultimately, more sales.
It takes a lot of time and effort to design and run ad campaigns that not only resonate with your target audience but also convert. Ad teams are constantly striving for the perfect balance between experimentation and optimization.
Here are 6 quick reasons to try 3D adverts and get the balance right:
Advertising trends come and go. But brands with their finger on the pulse know when it’s time to invest and when to move on. While traditional ads work for many companies, digital advertising is still the most effective way to connect audiences with online products and services today.
3D and AR advertising carries a huge advantage in making ads more attractive, interactive, and effective. As one of Google's trusted 3D partners, hand-selected and approved to develop Swirl ads, Modelry will help bring your 3D ideas to life and how to decide which type of immersive ad will work best for your business.
Ready to get started with 3D immersive advertising? Get in touch today.
Lara Oliveira is a Content Manager at Modelry. With over a decade of experience writing across corporates and startups, she is now focused on helping companies innovate with 3D and AR technology. Reach out to her at pr@cgtrader.com to talk about possible content collaborations!
