Augmented Reality Ads Coming Our Way
Augmented reality itself is not new - but at the F8 conference earlier this year, Facebook announced they'll be testing AR ads with a handful of advertisers. From the latest TechCrunch article:
"Ty Ahmad-Taylor, vice president of product marketing for Facebook’s global marketing solutions, showed off ads that incorporated his face into Candy Crush gameplay footage, and other ads that allowed shoppers to see how virtual sunglasses and makeup would look on their own faces.
“People traditionally have to go into stores to do this,” Ahmad-Taylor said. “People still really love that experience, but they would like to try it at home” — so this “bridges the gap.”
These ads look like normal in-feed ads at first, but they include a “Tap to try it on” option, which opens up the AR capabilities. And of course if you like the way it looks in AR, you can go ahead and buy the product.
Facebook says Michael Kors was the first brand to test out AR ads in the News Feed, with Sephora, NYX Professional Makeup, Bobbi Brown, Pottery Barn, Wayfair and King planning their own tests for later this summer."
While AR has been around for some time (see: Warby Parker and face mapping), this is the first time Facebook and Instagram have joined the party to turn these experiences into ads. These will be a natural fit for any brand who sells products online and could benefit/increase conversions from a "try-it-on" feature. Personally, I'm excited to see where these ads go beyond the obvious brands. Could it change the ad world for things like health care? Car buying? Real estate? Jewelers?
One of the biggest benefits of AR is the ease of creating an emotional connection. We all know an emotional connection with our audience is one of the key drivers of purchases. Evoking an emotional response can be a tough thing to do with just a billboard or banner ad. But, have a chance to immerse your audience into an experience that feels 100% catered to them? That's a game-changer.
Which client/brand will you try AR ads with first?