Facebook Is Bringing Augmented Reality Ads To The News Feed
Facebook is getting creative with advertising content that their users can engage with: augmented reality!
For those of you unfamiliar with augmented reality, and especially the use of it in advertisements, it is extremely interactive and allows you to try out a virtual version of a product in a real-world environment. The example below from Engadget is how this technology will potentially be implemented into the Facebook advertising space.
This advertising will be available to only U.S. users in the entry launch. You as a consumer will be able to try on clothes, accessories, cosmetics, and even try out some AR-based games and apps.
Michael Kors was the first company to try out the new AR ads, and as you can see above, consumers were able to try on sunglasses and purchase them straight from the ad they were engaging with. In addition to Michael Kors, Wayfair, Sephora, Pottery Barn, NYX Professional Makeup, Bobbi Brown and King are all companies testing out the AR ads as well.
Due to the significant increase in AR popularity, the release of AR ads was no surprise to marketers. Almost 80 million people in the U.S. engage with AR monthly, and this number is expected to rise to 120 million by 2021.
AR is already regularly used and very successful in Facebook Messenger, so incorporating it into the News Feed is a natural next step for the technology. Nike used AR in Messenger to sell exclusively their new Kyrie 4s shoe, and the shoe sold it in only one hour. Clearly there was a ton of room for opportunity in sales with this interactive form of advertising. Digiday shares an example of AR advertising being used and how revolutionary it really can be:
In May, Snapchat said more than 100 advertisers were already buying its AR ads pro-grammatically and that a Foot Locker and Jordan Brand campaign using four AR ads saw an average play time of 45 seconds and over four million impressions.
An additional tool, the Video Creation Kit, Facebook has introduced will help advertisers create video ads with existing images. More news will come in August when it will be available on Facebook, Instagram, Messenger and Facebook’s Audience Network.
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