Google ‘Swirl’ 3D Ad Option Now Available Globally

Via Google

The Takeaways:

  • The Swirl format enables advertisers to utilize engaging, interactive, 3D presentation formats using augmented reality (AR).
  • Advertisers can create Swirl ads using pre-made 3D assets via Google Web Designer, or edit the models using Poly.
  • Already, some large campaigns have been created using the format. Nissan Spain used a Swirl ad to showcase the new features of its Qashqai SUV, while Adidas Latin America launched the Adidas Ultra Boost 2019 shoe using Swirl.

What it means:

  • For those with the capacity, Swirl ads create a new method to boost engagement and maximise brand messaging.
  • As mentioned by the company in a blog post: “Swirl lets consumers engage with a product like it’s right in front of them by allowing them to rotate, zoom and expand the creative in the ad. Swirl ads allow brands to illustrate changes in behavior, new technology performance, unique product features and more.”
  • It is likely that ad formats will continue to evolve to be more interactive for consumers.
The Future of Ads:

Google is rolling out another immersive ad format through AR on YouTube, with an opportunity to virtually try on make-up when viewing related content.

With more platforms moving towards AR, and even VR presentation formats, Swirl provides Google with a way to evolve its ad offerings and ensure that it is facilitating higher user engagement with products and brands.

Each of these new tools offers unique considerations for advertisers. Creating more engaging campaigns will likely help to boost campaign performance, and, eventually, raise consumer expectations.

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