NexTech AR Solutions has built ad creatives that have passed Google’s 3D validation tool. The company is now working with Google to launch a series of 3D ads for its clients. NexTech is directing its proprietary 3D asset creation technology, previously used for WebAR clients, to create content for Google’s new 3D ads platform. It positions both companies to be at the forefront of the emerging 3D-AR market. Over the next 30 days the company will work directly with Google to launch its first 3D “Swirl ads” ads.
AR 3D advertising
AR advertising is a mobile ad unit which uses the smartphone camera to superimpose 3D assets. 3D assets include game characters and scenarios from the advertised game, onto the user’s real world surroundings. AR ads can run on both iOS and Android in-app traffic, within rewarded video and display placements.
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.
According to Evan Gappelberg, CEO of NexTech: “We are excited to be working directly with Google’s new 3D ads platform. This is the first step in bringing fully immersive AR ads to market expected to launch in 2020. Companies are looking for ways to rapidly transform 2D assets to 3D assets for advertising, eCommerce and training.”
Available through Google’s Display and Video 360 formats, “Swirl ads” will enable brands which have existing 3D assets to build them into their ad units. In this instance, NexTech will be building the 3D assets to meet Google’s 3D display process. This involves creating the 3D asset, coming up with a creative, publishing in DV360 and then monitoring the campaign metrics.
3D models can be spun, enlarged, and interacted with directly by the consumer, all within the ad itself. Split-testing by Sketchfab-branded 3D ads versus traditional static ads bears out just how dramatically engagement can improve. The results showed a 633% increase in sign-up conversions and a 376% increase in click-through rates.
End-to-end solution for advertisers and brands
Gappelberg says NexTech’s 3D capture capabilities is the first AR company to offer end-to-end solution for advertisers and brands. This ranges from the creation of 3D assets, online 3D display ads, WebAR 3D product views, 3D shopping experiences. Ultimately, leading to the purchasing of goods all in a frictionless and seamless 3D virtual environment. He adds, “Our 3D-AR solutions work incredibly well with all major platforms. It will provide rich product experience to online shoppers who are craving more and more when making online purchasing decisions.”
Brands and retailers can implement NexTech’s 3D AR ads through a few simple lines of Web AR embed codes. The code provides the versatility to create interactive ads that are compatible with all major ad networks. This includes Google Ad Network and Doubleclick (DFP). Brands can publish cross-browser and cross-device capable 3D ads from the same assets used to create Web AR images. All it requires is to build the actual ad.
NexTech’s 3D ads enable consumers to experience products for themselves while shopping online. They can experience products from any angle and with rich, true rendering. The solution provides consumers with the ability to fully review an item for size, shape, colour and fit before purchasing. Analysts believe it can ultimately lead to greater online revenues and reduced returns for online retailers.
Enterprise Times: What this means for business?
Analyst company, eMarketer forecasted last year that digital ads will account for 50% of total eCommerce ad spending by 2020. This is expected to reach more than $357 billion. NexTech, through its continued push for innovation, is well-positioned to grow alongside the largest ad platforms in the world.
The company has a two-pronged strategy for rapid growth. This includes growth through acquisition of eCommerce businesses and growth of its omni-channel AR SaaS platform called ARitize. The company offers innovative and engaging 3D advertising experience. As a result, the company is in a good position to benefit from the expected growth in 3D ads market.