Immersive branded experiences in YouTube and display ads
As a three-dimensional, visual medium, augmented reality (AR) is a powerful tool for brands looking to tell richer, more engaging stories about their products to consumers. Recently, we brought AR to Google products like Search, and made updates to our developer platform, ARCore, to help creators build more immersive experiences. Starting this week, we’re also bringing AR to YouTube and interactive 3D assets to display ads.
Helping YouTube beauty fans pick their next lipstick
Many consumers look to YouTube creators for help when deciding on new products to purchase. And brands have long been teaming up with creators to connect with audiences. Now, brands and creators can make that experience even more personalized and useful for viewers in AR.
Today, we’re introducing AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more. Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones. Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform.
M·A·C Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign. Using this new format, brands like M·A·C will be able to tap into YouTube’s vibrant creator community, deploy influencer campaigns to YouTube’s 2 billion monthly active users, and measure their results in real time.
Viewers will be able to try on different shades of M·A·C lipstick as their favorite beauty creator tries on the same shades. After trying on a lipstick, they can click to visit M·A·C’s website to purchase it.
We tested this experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually.
Bringing three-dimensional assets to display adsWe're also offering brands a new canvas for creativity with Swirl, our first immersive display format. Swirl brings three-dimensional assets to display advertising on the mobile web, which can help educate consumers before making a purchase. They can directly zoom in and out, rotate a product, or play an animation. Swirl is available exclusively through Display and Video 360.
In this example from New Balance, people can rotate to explore the Fresh Foam 1080 running shoe. Objects like a mobile phone (right) can expand to show additional layered content.
To help brands more easily edit, configure and publish high-quality, realistic models to use in Swirl display ads, we’re introducing a new editor on Poly, Google’s 3D platform. It provides more editorial control over 3D objects, including new ways to change animation settings, customize backgrounds, and add realistic reflections.
The new Poly editor lets you easily edit photorealistic three-dimensional objects for use in Swirl display ads.
These new tools will be available to brands and advertisers this summer. We think they’ll help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions. If you’re interested, check out our getting started guide for tips. We look forward to seeing you bring your products to life!