Google extends interactive ad options with 3D elements for mobile ads

Anne Freier

In Mobile Advertising. June 24, 2019

Google has launched a series of new advertising tools including a 3D ad creation platform, as well as augmented reality (AR) and Live features for YouTube ads.

The new Swirl 3D display ad format aims to offer brands and users a more engaging and interactive ad experience.

Swirl allows advertisers to add 3D elements to their mobile ads. These enable customers to explore products in greater detail before committing to purchase. For example, a customer can rotate a product and zoom in and out of it.

By providing access to 3D features, brands could also allow customers to ‘test’ products before committing to purchase.

The Swirl format can now be accessed via Google’s Display and Video 360 formats.

Swirl ads are available in beta right now, but could be rolled out fully later this year.

At the same time, Google has launched an AR immersive ad format which enables customers to try on make-up.

The ‘Beauty Try-On’ format lets video viewers check a look for a realistic product sample before committing to purchase.

Lastly, YouTube has extended options that aim to help live-stream creators maximise their live content. The company recently added ad options for creators to run their YouTube live stream content inside display adverts. This should encourage customers to click to view more.

People can then interact with videos, preview a live stream, watch it on full screen and leave it when done.

Live stream videos on Facebook have shown to generate 6x the interactions compared to regular videos, proving that the format is highly engaging.