Twitter Goes 3D with Advertising — Should You?
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.
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.
— Marc Uible (@marcsup) April 8, 2022
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.
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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.