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Facebook introduces augmented reality advertising for the holidays
It may be only July, but it’s beginning to look a lot like Christmas at Facebook Inc. The social media giant today announced support for augmented reality advertising that it’s pitching as ideal for the holiday season.
The new AR ads, initially being tested with a select group of advertisers, combine AR with product placement to enable users to interact with a product. The ultimate aim, of course, is converting the interaction to a sale.
Michael Kors is the first company to use AR advertising with a unit that allows Facebook users to try on sunglasses virtually — that is, by applying various models of sunglasses to pictures of users to help them get an idea how they will appear wearing them. Coming soon are campaigns from Sephora and others in fashion accessories, cosmetics, furniture, gaming and entertainment that offer similar features — in Sephora’s case, virtual application of lipstick and makeup to a user’s picture.
“Now, with the introduction of AR ads in Facebook News Feed, people can experiment with your brand’s AR camera effects in just one click from your ad,” Facebook said. “And by incorporating calls-to-action within the camera experience, people can seamlessly go from engaging with your product — such as trying on a lipstick shade or exploring a new game — to making a purchase or installing an app.”
Along with support for AR advertising, Facebook also announced Video Creation Kit, a feature that assists advertisers in creating mobile-first advertising for Facebook as well as Instagram, Messenger and the Facebook Audience Network. “Video Creation Kit helps advertisers create eye-catching, effective mobile video ads using existing images,” Facebook explained. “The tool will enable advertisers to upload images, add overlays and logos to quickly build mobile-first video ads.”
AR advertising is not a new concept, but despite various companies using it before, it has never really entered mainstream use. The idea may remain niche going forward as well, but with Facebook bringing 2.2 billion active daily users to the table, AR ads may be poised to finally become commonplace.
Image: Facebook
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