June 18, 2019 – Recently, Google brought augmented reality to its products like Search, and made updates to its ARCore developer platform, to help creators build more immersive experiences. Today, Google has announced that, starting this week, it will be bringing AR to YouTube and interactive 3D assets to display ads.
AR Beauty Try-On
Many consumers look to YouTube creators for help when deciding on new products to purchase. As a result, brands often team up with creators to connect with audiences. Now, brands and creators can make that experience more personalized and useful for viewers in AR.
Google is 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 creator community, deploy influencer campaigns to YouTube’s 2 billion monthly active users, and measure their results in real time.
Google stated that it 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.
Google Swirl brings 3D assets to ads
Google is also offering brands a new canvas for ads with the company’s first immersive display format, Swirl. 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 Google’s Display and Video 360 marketing platform.
To help brands more easily edit, configure and publish high-quality, realistic models to use in Swirl display ads, Google is introducing a new editor on Poly, Google’s 3D platform. According to the company, the new Poly editor provides more control over 3D objects, including new ways to change animation settings, customize backgrounds, and add realistic reflections. It also lets users edit photorealistic three-dimensional objects for use in Swirl display ads.
Google has stated that these new tools will be available to brands and advertisers this summer. The company anticipates that they will help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions. For more information, Google offers a getting started guide.
Image and video credit: Google/YouTube