Twitter Goes 3D with Advertising — Should You?

Twitter Goes 3D with Advertising — Should You?

Twitter

Three-dimensional advertising can create an immersive encounter for users, and Twitter clearly understands this: the social networking service recently announced the launch of a new advertising unit, Product Explorer Ads, which displays content in a 3D format. No, special glasses are not required to view these ads! Product Explorer Ads display merchandise through a 3D-like experience within a promoted tweet.

The What

This is the first time Twitter has facilitated a way for products to be shown off in 3D, and it’s turning out to be an interactive experience: users can swipe and rotate an advertised item in order to see it from different angles, and click a “Shop Now” button to make a purchase at the brand’s website. Advertisers are already spiking an interest: New Balance is among the brands currently testing Product Explorer Ads.

 

For Twitter, the new format constitutes one more way to support advertisers’ outreach to consumers. As reported in Social Media Today, Twitter is looking to “boost usage and revenue significantly over the next two years,” and seems to be hoping 3D will help do so. It’s also an interesting learning curve: “As we kick off early experiments, we’ll aim to understand how the new formats resonate with consumers and drive results for advertisers,” Twitter said on its business page. “We’ll test, learn, and iterate based on performance and customer feedback.”

In Good Company

Twitter isn’t the only platform diving into 3D formats. Meta is also building up its 3D advertising capabilities. In a new partnership with 3D modeling provider VNTANA, Meta is exploring ways for brands to run 3D ads on Instagram and Facebook. The idea is that brands will be able to upload 3D models of their products to either platform and convert them into ads.

This embrace of 3D certainly makes sense. According to eMarketer, 3D and mobile augmented reality advertising revenues are on the rise; one ARtillery estimate hints at 134 percent growth over the next three years.

Our Advice to Brands

If your product lends itself to creating 3D ads, by all means now is the time to explore these types of formats.

But don’t treat 3D technology like a shiny new toy—or embrace it just because it’s new. Three-dimensional advertising is a promising format for sure, but remember first that your ad campaign needs to target the right customers with the right message at the right time—and on the right platform for your brand. If your customer base is not using Twitter, for example, no amount of cool 3D technology will have much impact, and advertising there may not make sense, period. Don’t embrace 3D for 3D’s sake; do so because it serves your brand and the story you are trying to tell.

Contact True Interactive

New technology is undeniably exciting. Wondering how to make sense of what’s out there, and what best supports your brand? Contact us. We can help.

Photo by Alexander Shatov on Unsplash

3D for Brands: No Longer a Novelty

3D for Brands: No Longer a Novelty

Advertising

3D is no longer a novelty. It’s becoming a way for businesses to share both advertisements and organic content. Case in point: Bing Ads recently teamed with Samsung to create 3D advertisements that display when consumers search for Samsung Galaxy devices on the Bing search engine.

Here’s how it works: an option for a 3D ad appears when an individual (using Bing) searches for the Samsung Galaxy S10 or S9 on their desktop. The ad, which expands to full screen size, can be manipulated by rotating the image, or zooming in on it. But it’s more than a zoom. Consumers see every aspect of the Samsung device plainly, from multiple angles, and can click on an image to access product details.

As Ravleen Beeston, UK head of sales for Microsoft Search Advertising, said in a statement to Netimperative, “These new 3D ads, unique to Bing, herald a new era of search advertising when it comes to displaying products through desktop search since they complement and enhance the experience for consumers looking to engage with a product.”

3D on Facebook

In addition, Facebook has made it possible for both businesses and consumers to post 3D photos, which makes organic content really pop. As discussed in this Digiday article, the 3D photos are “inherently thumb stopping.” If long-form video is showing a decline in effectiveness as attention spans likewise decline, 3D photos promise to be the next frontier. And brands are jumping at the chance to engage consumers in a fresh way. 3D can be especially useful for retailers trying to showcase products that require close inspection—expensive cellphones, for example, or even food. Food delivery service Bite Squad, for one, has capitalized on the opportunity by posting 3D photos, including one of BBQ from Famous Dave’s. “My goal is to catch your eyes as you [are] scrolling your feed,” Craig Key, CMO of Bite Squad, said, adding that just the sudden movement of an image can be a reason for users to scroll back up.

What You Should Do

At True Interactive, we recommend that you constantly look for ways to incorporate technology such as 3D if they are appropriate for your business:

  • Understand how 3D might add value to your paid and organic content. Don’t be gimmicky about using 3D. Have a specific goal in mind, such as increasing engagement with your ads, especially for products that require high levels of consideration.
  • Be aware of companies such as ThreeKit that provide technologies to help you design advertisements in 3D.
  • Work with an agency partner such as True Interactive that knows how to incorporate formats such as 3D into a larger advertising campaign.

Interested in exploring the opportunities inherent in 3D? Call us.