Google announced in a blog post that the tech company is launching a new display ad format called Swirl that will allow users to interact with 3D objects.
Marketers can also make use of the existing 3D assets their company have for producing ads that can engage users by allowing them to rotate the object or zoom in and out.
Below is an example from a cosmetics company that designed a 3D ad for one of its fragrances, as shared by Google:
You can notice in the ad example given above how every interaction with the object is creating an opportunity to deliver more information about the product. With the perfume bottle rotating different pieces of information are getting appeared with notes about the product.
Although according to Google, the Swirl ad format is designed for mobile, however in the above example, you can clearly see the ad to be displayed on a desktop screen. Maybe, the reason behind this would be the ads work best on mobile but can also be displayed on desktop.
Whatever the case may be, below is an example of the Swirl display ad on a mobile device:
As mentioned above, advertisers can utilize their existing 3D assets and can produce a Swirl ad unit by making use of the 3D/Swirl component in Google Web Designer.
Google is also launching a new editor on its 3D platform Poly that will help the advertisers in editing their 3D models before they publish those in Swirl ads.
The search giant will also be offering assistance through its 3D production partners to those advertisers who need some help in creating 3D objects.
As revealed by the tech company, they will be rolling out the Swirl display ad format later this summer.
Source: Google