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Published on July 23rd, 2020 | by Emergent Enterprise

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Will Google Swirl Unlock AR Advertising’s Next Stage?

Emergent Insight:
Eyeballs. They are difficult to attract these days. Companies of all shapes and sizes with a vast array of products and services are trying to be heard and seen on screens anywhere. Mike Boland at ARInsider introduces us to Google Swirl, an AR component that can make online ads come alive. Early returns are showing greater engagement with audiences that interact with Google Swirl. There’s no doubt that an AR component ups the game of an ad. But are the users willing to take the time to launch it? If it’s easy and seamless, the answer seems to be yes.

Original Article:

As AR continues to slog through the trough of disillusionment, one bright spot is advertising. Brand spending on AR ads is on track reach $1.41 billion this year according to ARtillery Intelligence estimates, making this one of the highest-performing AR subsectors.

This is driven by brands’ realization that AR lets them demonstrate products in immersive ways. That appeals to creative sensibilities, erstwhile confined to tiny 2D boxes. More importantly, the feedback loop generated by high-performing AR ad campaigns emboldens the business case.

But another factor could be a key accelerant: Self-motivated investment from tech giants to build the tools that enable and stimulate AR ad creation. We’re seeing that as Snap continues to double down on AR; and as Facebook does similar… now including AR sleeping giant, Instagram.

But another factor could be a key accelerant: Self-motivated investment from tech giants to build the tools that enable and stimulate AR ad creation. We’re seeing that as Snap continues to double down on AR; and as Facebook does similar… now including AR sleeping giant, Instagram.

Figures reflect market factors at the time of creation. Always see chart date for context, and refer to newer data if applicable.

Future-Proofing Search

But could greater impact come from the biggest ad giant of all: Google? It’s been pushing various flavors of AR to future proof it’s core search business. That includes visual search to contextualize items you point your phone at, and AR-infused search results for 3D visualization.

We’ve spent ample time talking about the former, and less with the latter. But the concept of 3D/AR models populating search results took a step forward with Google’s Swirl rollout. Available previously on a limited basis, it’s now available globally to Display and Video 360 advertisers.

For those unfamiliar, Swirl is an interactive 3D ad format that lets consumers see, zoom and spin 3D models in search results or web pages. That happens on your screen or sometimes overlayed in your space with camera activation. Both options mean AR can “ease in” as a shopping modality.

Speaking of lowering friction, Swirl’s virtues manifest on the brand side too. By standardizing a 3D format and giving it distribution scale (search), Swirl could stimulate adoption from brands — otherwise faced with a fragmented set of tools to offer — and get analytics from — 3D shopping.

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Emergent Enterprise

The Emergent Enterprise (EE) website brings together current and important news in enterprise mobility and the latest in innovative technologies in the business world. The articles are hand selected by Emergent Enterprise and not the result of automated electronic aggregating. The site is designed to be a one-stop shop for anyone who has an ongoing interest in how technology is changing how the world does business and how it affects the workforce from the shop floor to the top floor. EE encourages visitor contributions and participation through comments, social media activity and ratings.



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