October 8, 2019 – NexTech AR Solutions has today announced that it 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 ad platform. NexTech stated that over the next 30 days it will be working directly with Google to launch its first 3D ‘Swirl ads’.
According to Google: “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.”
Evan Gappelberg, CEO of NexTech, commented: “We are excited to be working directly with Google on their new 3D ads platform, which 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. With our state of the art 3D capture capabilities, NexTech is the first AR company to offer the industry’s first end-to-end solution for advertisers and brands from the creation of 3D assets, online 3D display ads, WebAR 3D product views, 3D shopping experiences, and ultimately leading to the purchasing of goods all in a frictionless and seamless 3D virtual environment.”
He added: “Our 3D-AR solutions work incredibly well with all major platforms and add tremendous value providing rich product experience to online shoppers who are craving more and more when making online purchasing decisions.”
From the business side, brands and retailers will be able to implement NexTech’s 3D AR ads through a few lines of Web AR embed codes, providing the versatility to create interactive ads that are compatible with all major ad networks, including Google Ad Network and Doubleclick (DFP). Brands can publish 3D ads, which are cross-browser and cross-device capable, from the same assets utilized to create Web AR images with no additional work required, other than building the ad itself.
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 which involves; creating the 3D asset, coming up with a creative, publishing in DV360 and then monitoring the campaign metrics.
From the consumer side, this means that the 3D models can be spun, enlarged, and interacted with directly by the customer within the ad itself, enabling them to experience products while shopping online, from any angle and with high quality rendering, thus providing them with the ability to fully review an item for size, shape, color and fit before purchasing.
According to NexTech, split-testing by Sketchfab-branded 3D ads versus traditional static ads shows a 633% increase in sign-up conversions and a 376% increase in click-through rates.
Image credit: NexTech AR Solutions/Google
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.